Sprout Mortgage Deploys Custom CRM To Power Wholesale And Correspondent Business

OptifiNow, a provider of custom CRM platforms for mortgage lenders, announced the successful deployment of a CRM solution for Sprout Mortgage’s wholesale and correspondent business channels. The deployment of the heavily customized OptifiNow instance met an extremely compressed schedule, allowing Sprout Mortgage to minimize disruption to its sales and marketing process during a period of rapid growth. 

“OptifiNow met our goals because they built a close relationship with our team and demonstrated a deep understanding of our business,” said Joe Bartolotta, Marketing EVP at Sprout Mortgage. 

In late 2020, Sprout Mortgage made the decision to select a new CRM platform. “We innovate very quickly at Sprout,” said Bartolotta. “The CRM is an enabler to our sales and marketing strategy, so we needed a platform that could be significantly customized and a provider that could move at our speed.” 

Sprout Mortgage selected OptifiNow because the company offered true customization.  OptifiNow was able to seamlessly replace Sprout’s previous CRM, including all existing integrations critical to operations. OptifiNow built a new module to support Sprout’s vital ‘Loan Scenario Desk’ operations, a key component of its service offering that is greatly valued by its clients. 

OptifiNow met Sprout’s 60-day implementation goal.  The complex project required multiple system integrations, UI customization, and massive migration of legacy data. “Our implementation and client services teams are used to challenging projects,” said John McGee, CEO of OptifiNow. “Sprout required careful planning and a high level of effort from our team to meet an aggressive timeline. Key to our success was building a close relationship with Sprout’s team. We worked with them as if they were co-workers instead of clients so the communication and collaboration was smooth and natural.” 

OptifiNow’s implementation included integration with Sprout’s proprietary pricing engine, 24/7 client marketing portal, and an unusually comprehensive integration with Sprout’s LOS. The LOS integration required synchronization of third-party originator (TPO) company and user data, as well as associated loan production data. As a result, Sprout’s wholesale and correspondent sales teams can view detailed loan information on individual loan files without having to access the LOS. Loan data was also used to drive an automated account classification process that identifies whether accounts are actively submitting loans or need additional attention from sales. 

“Within a matter of weeks, our entire wholesale team was fully transitioned to OptifiNow, supporting almost a hundred account executives and multiple departments that rely on the platform to execute multiple marketing campaigns and detailed reporting,” said Bartolotta. “OptifiNow worked hard to understand our needs and have proven themselves to be a trusted service provider.”