Are we clear on what a CRM is actually meant to do?

• A CRM is not a Customer Data Platform (CDP)—it manages customer interactions, not raw data aggregation.
• A CRM does not generate leads—it organizes, tracks, and nurtures them.
• A CRM is only as good as the data and workflows feeding into it.

Do we have a structured data strategy to support the CRM?

• Are we integrating lead sources correctly, or just dumping raw data?
• Are we de-duplicating and cleaning records before they enter the CRM?
• Are we enriching borrower profiles with behavioral insights, not just loan data?

Are we using the CRM for borrower lifecycle tracking, not just lead storage?

• Are we tracking every borrower’s journey (lead → application → closed loan → retention)?
• Are we aligning CRM data with servicing data to predict refinance opportunities?
• Are we scoring and prioritizing leads instead of treating all inquiries equally?

Are loan officers using the CRM, or is it just another system they ignore?

• Are sales teams actively logging interactions, or is the CRM a data graveyard?
• Are lead handoff processes between marketing and sales clearly defined?
• Are we automating follow-ups, or relying on manual inputs that never happen?

Are CRM automation workflows actually driving engagement?

• Are automated emails and text messages converting, or just creating noise?
• Are follow-up sequences personalized based on borrower intent?
• Are we testing different outreach cadences to optimize engagement?

Are we aligning CRM metrics with business goals?

• Are we tracking Cost Per Funded Loan (CPFL) within CRM reports?
• Are we measuring CRM-driven borrower retention, not just acquisition?
• Are we identifying drop-off points in the loan life cycle and optimizing them?

Are we segmenting borrowers for tailored communication?

• Are we grouping leads by loan type, credit profile, and rate sensitivity?
• Are we customizing messaging for first-time buyers vs. repeat refinancers?
• Are we suppressing irrelevant messaging to avoid disengagement?

Are we integrating CRM data with marketing and analytics platforms?

• Are we feeding CRM data into analytics tools for performance tracking?
• Are we leveraging CRM insights to optimize digital ad targeting?
• Are we syncing CRM contacts with email and direct mail platforms seamlessly?

Are we maximizing CRM-driven retention strategies?

• Are we proactively identifying borrowers at risk of refinancing elsewhere?
• Are we triggering outreach based on rate movement or home equity changes?
• Are we tracking long-term borrower engagement beyond the initial loan?

Are we solving CRM inefficiencies, or just planning to replace it?

• Are we constantly switching CRMs instead of fixing integration issues?
• Are we optimizing workflows before blaming the software?
• Are we investing in CRM training to ensure teams are using it correctly?