Leverage CRM, AI, and analytics to streamline workflows and win clients in competitive environment
This article was provided by RCN Capital.
In order to thrive in a competitive environment, taking advantage of every available resource is a prudent way to achieve success. As a mortgage broker in 2025, utilizing technology to organize and optimize their business for themselves and their clients is a must. From work management platforms to AI and everything in between, there are a number of ways technology can be applied to a broker’s operation.
It's imperative for brokers to stay abreast of relevant technology that may be new or coming down the pipeline so they can determine what can be most useful to them. With any new addition to a workflow, it’s important for a broker to perform a cost/time analysis to see if new technological applications are worth implementing. Reaching out to employees of these technology companies to acquire training and a point of contact for future troubleshooting is another sensible strategy.
Customer Relationship Management
One of the first tools a mortgage broker should be taking advantage of for day-to-day business operations is a Customer Relationship Management software system, otherwise known as a CRM. What a CRM can do for a broker from a technology standpoint is clear the clutter. There are a number of CRMs out there, but finding one specifically tailored to the mortgage industry will be most beneficial to a broker.
Comparing multiple different CRMs is a must for mortgage brokers as well. Look at customer reviews, seek opinions from industry peers and take advantage of any free trials or demos offered. CRMs can manage, track and foster investor relationships for a broker. They can also be used as a contact book and to-do list that can help any industry professional stay organized and on top of their game. Brokers can meet countless connections through social media and networking at tradeshows, so having a place where these potential clients’ information can be stored as well as tasks centered around growing that relationship and closing loans is critical. Additional features such as lead prioritization, streamlined follow-ups, outreach campaigns and workflow management can be at a broker’s fingertips with the right CRM working for them.
The question for brokers should not be whether a CRM is worth using, but rather which CRM can be most useful when considering workflow and goals.
AI writing tools
ChatGPT has certainly become one of the most famous writing assistants in 2025, but there are several different AI tools that can craft any number of messages for brokers in the mortgage industry. There was much speculation surrounding this form of technology a few years ago, but with a few years of practice, professionals in every industry are working with an AI writing assistant to craft the perfect message. It should be noted that the copy and paste method is not ideal for communication, but what these tools can give you in terms of a starting point is borderline irreplaceable. Additionally, this is something all brokers should be looking into due to the fact that there are free options available that can be utilized as soon as possible.
Communication is one of the most important attributes for a successful broker, so why not take advantage of new technology that allows a broker to communicate at a higher frequency and quality. There are countless prompts a broker can construct that an AI writing tool can help with. Whether it’s an introduction to a client or lender, a follow-up email, resolving a conflict, or most importantly, a thank you note after a successful transaction, a broker can trust these writing tools to craft something in a professional manner with their desired tone.
An added bonus for brokers that collaborate with an AI writing tool is creating a persona. Implementing enough material allows the technology to learn your writing style and preferences, and the diction and tone becomes more accurate with time.
Data and analytics
The third piece of the technology puzzle that can allow brokers to expedite the growth of their business is data and analytics. While CRMs and AI writing tools are immensely helpful for managing client relations and the deal flow process, data and analytics are the key pieces of technology that can help you find the right deals to begin with. There are so many preemptive data points a broker can tap into to help construct valuable strategies for their clients.
Whether it’s predicting a hot market, establishing a baseline for monthly rent, or determining what the average profit on a fix and flip in a certain area should be, data and analytics can supercharge investors’ portfolios. Brokers that provide this information proactively are now sought after by investors across the industry and their business can flourish by helping others. On any given deal, there are an array of questions a broker might have to answer from start to finish, and that’s okay, especially if a broker is equipped with the knowledge and confidence that data and analytics can provide. For investors, there are two types of brokers they can work with – ones with the answers and ones without.
Build a tech stack that works for you
The rise of technology and AI, specifically in the past five years, has been staggering. Quite frankly, the number of options out there now can be overwhelming. However, if a broker has a plan and can stay organized and optimized thanks to these advances in technology, they are set up to succeed.
A common mistake some brokers make is jumping into too many different types of technology and becoming distracted by all the possibilities. It is a smart tactic to master one or two that can help grow a broker’s business and their clients’ business as well, and then subsequently move on to other forms of technology once those are entrenched in their toolkit.
There are countless opportunities to take advantage of when it comes to technology. Be the proactive broker that handles customer relations with ease and finds proven strategies on behalf of their clients. The solutions have never been easier to find, manage and execute thanks to technology.
