Community Wholesale Lending Modernizes Wholesale Sales, Marketing And Broker Engagement

OptifiNow, an intelligent sales and marketing CRM platform for mortgage lenders, announced that Community Wholesale Lending has implemented OptifiNow TPO to support the continued growth of its wholesale channel.

Community Wholesale Lending began evaluating CRM technology after the expansion of its wholesale business made it increasingly difficult to rely on spreadsheets and standalone email marketing tools. As the company added account executives and increased loan volume, CWL needed a B2B sales and marketing platform that could accurately organize broker companies and individual loan officers, assign account executives to the right broker relationships, and give sales leaders better visibility into broker engagement and pipeline activity.

“Spreadsheets worked when we were smaller, but as we grew, we needed a system that could help us run wholesale sales in a more organized and scalable way,” said Keith Dabols, Vice President of Wholesale at Community Wholesale Lending. “OptifiNow gave us the broker account structure we needed, but what made the difference was their willingness to build around our workflow.”

Following the initial deployment, CWL and OptifiNow identified an opportunity to connect broker intent signals directly to account executive activity. OptifiNow built an integration with CWL’s broker portal loan pricing engine that alerts the assigned account executive when a broker loan officer runs a loan scenario. The alert includes broker company and loan officer information, enabling CWL account executives to engage the broker while interest is high and provide timely support to encourage loan submission.

“When a loan officer runs a scenario, that is one of the clearest signals that they are considering Community Wholesale Lending for a loan,” Dabols said. “Now our AEs know about that activity immediately and can follow up at the exact moment they are needed. It has made our team more responsive and helped increase loan submissions.”

CWL also adopted OptifiNow’s Mega Account capabilities to solve a challenge common to growing wholesale lenders: managing large broker organizations that are too complex for a single account executive. Rather than splitting large brokers into duplicate or fragmented account records, OptifiNow enables individual loan officers within the same broker account to be assigned to different AEs while maintaining an accurate B2B account structure.

This approach gives CWL the flexibility to support large broker relationships collaboratively while preserving sales ownership, visibility and reporting accuracy. It also enables marketing and communication activity to reflect the correct AE-to-loan officer relationship.

“Wholesale lending is not a simple one-account, one-contact sales model,” said John McGee, Founder and CEO of OptifiNow. “CWL needed a CRM that recognized how broker organizations really work. Their implementation is a great example of how OptifiNow helps wholesale lenders combine clean B2B data, real-time sales signals and targeted marketing in a single platform.”

In addition to account management and real-time pricing-engine alerts, CWL is using OptifiNow to send rate sheet email campaigns segmented by wholesale and non-delegated correspondent channels. This allows CWL to deliver appropriate pricing communications to customers based on the channel in which they do business.

The implementation has helped CWL move from a disconnected sales and marketing process to an integrated model that connects broker marketing, account executive activity and loan pipeline visibility. With mobile access to OptifiNow and phone system integration, CWL account executives can access key broker information and maintain consistent communication whether they are in the office or on the road.

Looking ahead, CWL plans to continue working with OptifiNow on enhancements that will expand account executive access to mortgage production data and provide greater insight into broker performance, loan opportunities and sales execution.

“OptifiNow is more than a CRM for us,” Dabols said. “It has become a platform we can keep building on as our business grows. The advantage is not just that it fits wholesale lending; it is that OptifiNow understands our specific workflow and can deliver practical solutions that help our AEs do their jobs better.”