Home Topics Real Estate Unify is now drumming up the business for mortgage lenders

Unify is now drumming up the business for mortgage lenders

Customer relationship management tools are no longer just about managing existing customers, they’re also about generating and qualifying new leads.

Customer relationship management tools are no longer just about managing existing customers, they’re also about generating and qualifying new leads.

This is the goal of Unify, which is working with Experian to add a new PreQualified Prospects tool to its Business Growth Platform for mortgage professionals. And since Unify was recently acquired by Propertybase, the leads from the Prequal tool could soon be flowing to real estate agents as well.

The prequal tool is activated when consumers apply to qualify for a mortgage through Unify, which authorizes a soft credit pull. Information from the consumer’s credit report enables potential customers to get accurate interest rates without affecting their creditworthiness.

However, lending – along with other information gathered as part of the prequal application – also sheds considerable light on their finances and intentions, which can help lenders prioritize and automate their responses.

Scott Lidberg

“Now we are not only delivering a head start with high intent, but attributes like estimated income, debt-to-income ratio and the trading lines they have out there,” Scott Lidberg, Unify CEO, told Inman. Mortgage professionals using Unify’s new tool said, “You really need to know who this consumer is before they pick up the phone and talk to them for the first time.”

Leads come through marketing channels that Unify helps lenders convert while allowing deeper insights into borrowers by making Experian’s venerable PowerCurve decision management solution available through Unify.

“With the integration, Unify customers will be able to leverage our trusted PowerCurve decision-making capabilities to prequalify customers, reduce losses and better respond to regulatory changes,” said Robert Boxberger, President Decision Analytics, North America at Experian, in a statement.

In addition to customer relationship management (CRM), Unify offers lenders services such as marketing automation, task management, credit system integration (LOS) and a mobile app.

“We have done customer loyalty in the past,” Lidberg told Inman. “Now we are on the customer acquisition side with Prequal.”

On the loyalty side, Unify now offers mortgage inquiry alerts that notify lenders when existing customers apply for a mortgage from a competitor and indicate whether the customer is seeking refinancing or a home purchase.

Although Unify is a “mortgage-specific” platform, the company was acquired last year by Propertybase, an established provider of marketing, CRM and transaction management tools for real estate brokers and agents. As mortgage lenders shift their focus from refinancing to buying loans, they are looking for ways to partner with real estate agents, said Tim Fessenden, chief product officer of Propertybase.

Lenders will often find prospects who are in the market for a purchase loan but have not yet hired an agent. In other cases, home buyers choose a real estate agent before buying a loan.

Currently, Unify’s lender customers can leverage their existing relationships with real estate agents and brokers to share the leads they have generated. However, with the recent acquisition of Unify, Propertybase is able to facilitate referrals in both directions – from lenders to real estate agents and vice versa.

Be sure to see Propertybase launch a new offering anytime soon that will build on the company’s real estate agent and brokerage expertise while taking advantage of the new mortgage acquisitions, Fessenden said.

Email Matt Carter

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