For Megan Weil, a Marketing Manager of the independent Equity Home Mortgage in Tampa, ensuring her team can take advantage of the historic influx of buyers, and refinancers all came down to workflow. With so many new leads coming into her firm’s pipeline every week, it was critical to have a technology that could help keep everyone on her team organized and efficient without compromising client satisfaction.

1. How One Independent Mortgage
Company Used Shape + leadPops to
Build a Steady Pipeline of Deals
For Megan Weil, a Marketing Manager of the independent Equity Home Mortgage
in Tampa, ensuring her team can take advantage of the historic influx of buyers,
and refinancers all came down to workflow. With so many new leads coming into
her firm’s pipeline every week, it was critical to have a technology that could help
keep everyone on her team organized and efficient without compromising client
satisfaction.
Learn how Shape + leadPops is helping Megan’s team drive consistent results even
in an unpredictable market.
New Year, More Volatility
Many thought that the wild ride of 2020 was well in the rearview mirror, but
according to most lenders, the first quarter of 2021 has been just as challenging as
ever.

2. “[The market now] is crazy...but good. There’s a lot of volatility with fluctuating rates, and
so far, it’s been a learning experience to understand what interest rates are capable of in
such a short amount of time,” says Megan.
Due to this unpredictability, Equity’s leadership team looked at every way possible to
educate and prepare borrowers for the challenges they may face ahead. The technology
at their disposal with Shape + leadPops is doing a great job to help.
“The market is scarce, and buyers don’t realize that they’re going to get into a bidding
war,” says Megan. “We want our borrowers to be prepared and ready to take the plunge.
So, we’re going to help them make the best decision for their situations. ‘Transparency,
transparency, transparency’ is our motto.”
Keeping Borrowers Connected
Equity is building a loyal customer base that helps them drive referrals and repeat
business by ensuring borrowers leave the experience wiser. How do they do it? The
power of their connected tech stack.
Megan is a fan of how Shape + leadPops work seamlessly to help her team jump right into
new lead inquiries with automated tools. Still, she particularly loves the drip campaigns
that help raise the water level on borrowers’ knowledge.

3. “Speed to lead and nurture are key for us. Our refinance customers, for example, tend
to be less informed about the process upfront and get more intimidated, so the more
time that goes by, the less likely they end up being engaged.”
With Shape + leadPops, “we contact them quickly and can educate them, and that
works to convert instead of them falling out the back end due to cold feet. From a
borrower’s perspective, they don’t always know how rates are sourced and come in
almost defensive. So, if you call them at odd hours, they can get a bad impression.”
Instead, with Shape, you can create more consistency and professionalism with your
approach.
Megan says that the Equity team loves how they can tailor drip campaigns to send at
any cadence and schedule, which gives their team a way to express their personality
and reassure clients (while offloading manual outreach when they prefer to).
Keeping Things Efficient
Borrower knowledge is only one part of the equation, but many lenders struggle to
keep up with demand. New leads may pour in, but Equity didn’t want any potential
borrowers to slip through the cracks, so they leveraged Shape + leadPops to create a
powerhouse workflow that helped them close more deals than ever before.

4. “leadPops helps with our tracking and storing all our campaign metrics all in one
place, so we’re able to synthesize our various platforms into one central location,”
which Megan says helps her be more effective with her marketing strategy and save
time.
“leadPops is crucial to all our demand campaigns, helping us in sourcing the right
clients and finding opportunities. Shape is great for keeping us organized and
understanding where clients are in the lending process. These tools are our backbone,
and because Shape integrates with so many other tools like LendingPad, we can kick
over all the client info seamlessly to remove the stress from our process. Clients love
the experience,” she notes.
With her incoming lead flow sorted out, Megan says the team really gets into gear
with the help of Shape and leadPops.
“Once leads come in and are populated in Shape, they get assigned to the right loan
officer, and then we can kick off the right email drip nurture campaign for the lead.
Shape does a great job with lead distribution. I can break down leads by state or
campaign, create ‘round robin’ leads to specific LOs, send my VA and construction loan
expert borrowers, and more. It makes everything so much easier.”

5. Working together to help you close more deals
With Shape + leadPops working in harmony, lenders get more control over and build
more efficient workflows without losing the personal connection that their clients
love.
“We’re a small local business and veteran-owned. As a close-knit community, we
want to feel more like a friend that you’d refer and come back to — that we’re
always easy to get a hold of,” she says of Equity. With Shape + leadPops in her
corner, they’ve done that and a whole lot more.
“We’re closing the most loans we ever have!”
Article Source:- https://setshape.com/blog/how-one-independent-mortgage-
company-used-shape-leadpops-to-build-a-steady-pipeline-of-deals