Cash Call Mortgage


CRM Development for Mortgage Company

IT Consulting & SI

$1,000,000 - $9,999,999

June 2012 - Ongoing


Baytech developed a CRM system that allows for leads to be routed to sales agents based on a variety of customized criteria.


The technology they provided is easy to customize.

May 16, 2019


Willing to refer:


Baytech delivered a highly customized CRM platform that’s not only made a significant improvement in managing leads, but also helped the company access millions of dollars in sales. They built the platform with the future in mind, allowing the company to be nimble over time.


Vice President of Sales

Brett Coca
Financial Services
201-500 Employees
Orange County, California
Phone Interview


Introduce your business and what you do there.

I’m the vice president of sales at CashCall, a digital mortgage lending company.

Opportunity / Challenge

What challenge were you trying to address with Baytech Consulting?

We needed a better CRM system that allowed us to route leads to our call center of 30–50 agents based on different criteria.


What was the scope of their involvement?

Baytech built a custom CRM platform, incorporating a routing system that essentially routes calls as they come into individual agents based on certain criteria like state licensing and lead pipe source. Previously, the system was only capable of routing calls based on whether the agent clicked on the lead or whether it was randomly assigned. The new system builds on those two options with an additional 4–5 customizations, including one that allows agents to reengage “dead” leads.

What is the team composition?

We mostly worked with the two partners of Baytech, Jeff and Bryan, who were very hands-on in terms of day-to-day communications.

How did you come to work with Baytech Consulting?

We came across some of the other CRMs they’d built for other clients and reached out to them based on that. They had a better vision of what we needed compared to other firms we’d worked with in the past.

How much have you invested with them?

We initially invested about $15,000–which included planning, formatting the technology, and working with our IT staff to develop a solution–and $10,000–$25,000 per month after.

What is the status of this engagement?

We worked with them from June 2012–February 2018.

Results & Feedback

What evidence can you share that demonstrates the impact of the engagement?

The customizations that Baytech built into our CRM have had a significantly positive impact on the company. For example, now that our agents are able to grab “dead” leads, we’ve accessed an additional $3 million in revenue.

How did Baytech Consulting perform from a project management standpoint?

They’re not only experts in providing technology solutions for companies but are also very familiar with the mortgage industry. Other members of their team took the time to learn about our industry and whiteboard some ideas as needed. We mostly communicated through email, phone, Slack, or the built-in chat feature they have that allowed us to reach them easily at any time.

What did you find most impressive about them?

They built an industry-leading CRM and lead management tool that’s custom-designed to support the needs of the consumer lending and mortgage industry. During the project, I was most impressed with their ability to effectively track and direct agent activities. They also have a strong desire to track and compare the ROI from various lead sources.

Are there any areas they could improve?

I think any vendor in the tech industry can benefit by focusing more on the customer service aspect of their business, maintaining strong relationships beyond the scope of a project.

Do you have any advice for potential customers?

Prime quickly became a competitive advantage, providing accurate and actionable insights to agents and the company. By directing agents to perform the most impactful activities, the use of Prime provided measurable gains in both sales and efficacy. The result was a reliable mortgage call center CRM that ensured success for the company and its agents.

  • 5.0Scheduling
  • 5.0Cost
    Value / within estimates
Overall Score
  • 5.0Quality
    Service & deliverables
  • 5.0NPS
    Willing to refer