InterCap Lending

Overview

InterCap Lending is a local family mortgage bank. In 2010, it gained new ownership who had big plans to grow the bank from a local bank to a national mortgage bank.

Their Challenges

Intercap’s goal was to increase their loan volume and revenue by dramatically growing their marketing and call center initiatives. They needed a new enterprise CRM that could handle the volume and give them an edge over their competition.

Speed to Contact

It became increasingly clear that speed to contact, the time it takes a company to contact a lead after submitting an online form or calling in, was their edge. These types of leads were often sold to several mortgage companies at the same time. Statistics proved that the first company to contact the borrower back had a massive advantage.

Baytech already had a reputation for creating successful software in the mortgage industry. We previously pioneered a popup-based alert system that blasted all agents with a message that a new lead was available. This improved the speed to contact rate and is now the norm in the industry. The first agent to click “accept” gets the lead.

While this was a big improvement over phone-based round robin and sufficient for smaller shops, it loses its effectiveness for larger pools of agents. A larger quantity of leads ends up being awarded to the fastest clickers. Those agents were often the ones who were not on their phones. Unfortunately, these agents were usually not the best performers.

In addition, the competition was starting to catch on and implement their own popup-based alert systems using the Blast All approach.

Cherry Picking

A second problem that was occurring was cherry picking. At this time, internet leads were becoming increasingly important to call centers to add to overall lead volume. They were inexpensive compared to traditional mediums, like radio and tv, and could include more information up front about a borrower.

However, agents viewed internet leads as being more difficult to work with and of a lower quality than inbound calls. Borrowers were not always available to receive a call back from an agent, regardless of how quick the speed to contact was. Also, a borrower calling in to a bank typically had an elevated level of interest and was easier to close compared to those submitting an internet form.

As a result, agents would ignore internet leads and only wait for inbound calls. InterCap needed a way to prevent cherry picking so their marketing dollars were maximized.

Our Solution

We built a new, groundbreaking CRM with all the features you would expect to see in a modern mortgage customer relationship management software. We tracked marketing integrated with many of the industry’s standard systems, including LOS (loan origination software), and reported on agent efficiency.

To give InterCap an edge, we tackled the issues of speed to contact and lead distribution in a unique way. We did this by engineering a new Hybrid Round Robin approach to distributing leads. This integrated directly into their Asterisk phone system and unified the agent experience for accepting new internet and inbound call leads.