Non-QM Wholesale Lender Emporium TPO Using OptifNow for CRM, Marketing Automation


Emporium TPO, a non-QM wholesale lender headed by mortgage banking veterans Steve Nadon and Daniel Goodwin, is now using OptifiNow as its marketing automation and CRM platform.

Emporium TPO chose OptifiNow because of its extensive experience with wholesale mortgage lending and the level of support they provide their clients. The lender has goals to grow quickly by hiring the right people and using technology that is functional but cost-effective.

“We knew OptifiNow had an effective CRM, but their white glove support allowed us to mobilize and scale our sales team faster than we expected,” says Christine Abrams, sales manager for Emporium TPO, in a release.

“We chose OptifiNow because they are not like other CRM vendors,” Abrams adds. “Every part of our process was mapped and configured into OptifiNow by their staff. They handled everything. We interact with OptifiNow as if they are an internal team.”

OptifiNow manages Emporium TPO’s CRM platform daily, meeting with the lender weekly to provide status updates and gather feedback.

“This is what we call white glove support,” says John McGee, CEO of OptifiNow. “We manage data uploads, user configuration changes, training, technical support and anything else our clients need. Why hire internal resources when OptifiNow includes maintenance services with the CRM? The result is faster implementation, better user adoption and improved productivity at a lower total cost of ownership.”

A major value-add is OptifiNow’s ability to create ultra-efficient sales workflows with custom integrations to Emporium TPO’s loan origination system (LOS), VOIP phone system and pricing engine.

“We want to make it as easy as possible for our account executives to reach out to brokers and promote our loan products,” Abrams says. “OptifiNow integrated all of our sales and marketing tools into one system, unifying the processes and the data we need to perform at a high level.” 

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