"Think about the signals hiding in your database right now: A past client's credit score improves 20 points. A consumer starts saving for a down payment. Someone in your sphere logs in three times in a week to check their home value. A Gen Z renter you met last year sets a monthly payment goal. Each of these is a moment of intent. A green light flashing: Talk to me now."
"Traditional CRMs gave us cadence campaigns and birthday reminders. Not bad, but not enough. Today's competitive advantage comes from systems that surface changes in consumer behavior: Property-related alerts: someone favoriting the same listing multiple times. Credit-related changes: a client moving from fair to good. Engagement spikes: inactive users suddenly logging in three times a week. Readiness signals: a buyer marking themselves ready to purchase or hitting their savings goal."
"The best loan officers build outreach strategies around these moments. They don't wait 90 days for a drip email to hit. They pick up the phone the day the signal fires. That's how you create conversations competitors never see coming. J.D. Power's 2025 Origination Study confirms what many of us have felt anecdotally: 45% of borrowers now engage a lender at the very start of their homeownership journey, and that number climbs to nearly 50% for Gen Y and Gen Z."
Most loan officers underuse their databases, treating contacts like a static phone book. Behavioral and financial changes within the database—credit score improvements, savings for down payments, repeated listing views, or explicit payment goals—serve as clear intent signals. Large consumer platforms already detect and act on these signals in real time. Traditional CRMs with drip campaigns are insufficient. Competitive advantage now comes from systems that surface property, credit, engagement, and readiness signals so loan officers can act immediately. Early lender engagement raises satisfaction and trust, and timely outreach converts opportunities competitors often miss.
Read at www.housingwire.com
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