Sun West Mortgage Using OptifNow for Wholesale, Retail Channels


Sun West Mortgage is using OptifiNow’s CRM and sales automation software for its wholesale, retail and Home Buyer Connect (HBC) mortgage lending channels.

The Southern California-based lender selected the platform for its multi-channel flexibility and its ability to simplify sales and marketing management.

“Supporting multiple lending channels is a challenge for any mortgage lender, so we knew it would be hard to find a single CRM solution for our three sales groups,” says John Brumund, executive managing director at Sun West, in a release. “We’ve got wholesale, distributed retail and our Home Buyer Connect (HBC) group, which is a hybrid consumer direct and distributed retail sales model.

“OptifiNow not only delivered all three channels, but they adapted to our unique way of doing business, especially in the Home Buyer Connect channel where there are so many moving parts,” Brumund says.

OptifiNow says it worked closely with Sun West’s sales and marketing teams to customize the platform for each channel.

Sun West provided the blueprints for automated email campaigns, business rules and data-driven triggers, which OptifiNow used to implement the platform for the wholesale, retail and HBC environments.

In the case of Sun West’s HBC group, a complex lead funnel seamlessly delivers leads to call centers, requiring a robust phone system integration that matches specifically identified borrowers to appropriately licensed inside loan officers.

Pre-approved buyers are then delivered to outside originators to manage the process through closing.

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