Major lender launches innovative sales, marketing and CRM platform

by Kim Burgess19 Apr 2018

When properly deployed, technology can help originators boost efficiency while also connecting more personally with each client. Guild Mortgage, one of the largest independent mortgage lenders in the US, is attempting just that with Guild 360, a sales, marketing and customer relationship management platform powered by Salesforce.

The company’s technology, sales and marketing teams worked together to create Guild 360, which provides a single source for maintaining current homebuyer information, aiding originators throughout the lending process and specific to each customer lifecycle.

“With a complete view of each customer at their fingertips, wherever they are, our loan officers will be even more effective and responsive in serving their homebuyers,” said Gabe Minton, executive vice president and chief information officer. “Guild 360 makes the lending process faster and more efficient, which ultimately provides our customers with a better experience.”

The platform integrates the Salesforce Sales Cloud and Pardot marketing capabilities with Guild’s proprietary systems and processes, including the Guild sales platform, loan origination system and MyMortgage, its digital mortgage portal. It also connects to Guild’s servicing platform, allowing for better communication with homebuyers after each loan closes.

With a single sign-on to Guild 360, Guild’s loan officers and their teams have instant digital access to customer data, including contact information, loan details, stage of the loan in the lending process and any previous communications – in real time and on mobile devices or tablets.

The integrated platform features an array of task functions such as automated workflows, collaborative communication capabilities, email synchronization and personalized dashboards to help loan officers better manage their customer relationships. 

The platform enables loan officers to choose how to best communicate with their customers and market new loan products and services through email templates, educational campaigns that can be scheduled electronically, print collateral and custom videos.

By connecting customer, transaction and referral data in one system, Guild loan officers gain analytical insights to make more informed business decisions. Detailed reports and dashboards offer status updates for each customer and any loan, completing the 360-degree experience.

"Technology is changing customer expectations across all industries," said Rohit Mahna, SVP and general manager of financial services at Salesforce. "With Salesforce, Guild Mortgage has built an innovative solution that will empower its loan officers to deliver the fast, personalized lending experience today's borrowers expect."

Founded in 1960, Guild has grown 15-fold since 2007 to more than 4,000 employees and 250 branches and satellite offices in 27 states.

Recently, Guild Mortgage announced record-setting purchase loan and servicing volumes during 2017, while reaching a near-record $15.94 billion overall loan volume.

Guild purchase-loan volume rose 19.2% to a record $12.7 billion in 2017, up from $10.7 billion in 2016. Purchase loans represented 80.1% of the company’s production volume during 2017, up from 66.8% the previous year. The average loan size increased in 2017 to $232,552, up 1.7% from $228,500 in 2016.

The gain was offset by a 39.4% drop in refinance loan volume to $3.2 billion, down from $5.3 billion and driven by rising interest rates the last three months of the year.


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