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Inlanta Mortgage Launches OptifiNow Platform To Enhance Recruiting Efforts

Wisconsin-based mortgage lender Inlanta Mortgage announced today they have launched the OptifiNow CRM and automated marketing platform to improve their branch development and recruiting efforts. “Recruiting is a big part of our growth strategy,” said Chris Knowlton, CIO of Inlanta Mortgage. “Over the past five years, Inlanta has grown tremendously beyond our family-owned roots. We’re committed to advancing the growth of our national footprint, but in order to sustain that growth we need a way to identify and engage with candidates effectively. That is why we selected OptifiNow.”

OptifiNow is a CRM and marketing automation platform that is widely used within the mortgage industry for both retail and wholesale environments. The platform smartly integrates contact management with email and SMS marketing in a way that simplifies the entire sales and marketing process. The broad configurability of the platform made it ideal for loan officer recruiting.

“Our platform is used by companies in a wide range of industries – telecommunications, health care and financial services,” said John McGee, CEO and founder of OptifiNow. “We are known for being flexible. When our mortgage clients asked for a recruiting module, we jumped at the opportunity. With the mortgage market being as competitive as it is, our platform gives lenders an edge in attracting top producers.”

“The advantage of using OptifiNow is that we can be more surgical with our prospecting,” said Shaun McGuire, director of branch development at Inlanta. “Our marketing team can target loan officers by cities or zip codes and deploy a specific marketing campaign. By the time we’re making our calls or sending personal emails, candidates already know who we are and are more likely to engage with us.”

A key aspect that convinced Inlanta to switch platforms was the ‘White Glove’ service and partnership that OptifiNow is known for. Knowlton noted that most CRM systems are limited in their effectiveness because they ask customers to self-configure.

“We switched from the biggest name CRM vendor in the world to OptifiNow because from day one, they were ready to help us,” said Knowlton. “We don’t have the expertise or the resources to build our own CRM, and that’s basically what other vendors expect you to do. With OptifiNow, we are able to explain how we want our system to work and they deliver on our requests. It can’t be any simpler or more effective.”

About OptifiNow

The OptifiNow platform combines CRM, Intelligent Sales Automation, Configurable Sales Processes, Sales Enablement, Reporting & Analytics and a robust API with integrations into a variety of complementary technologies. Many Lenders use different sales platforms for their Retail, Reverse, and Wholesale products lines, forcing them to maintain, train and support multiple technologies within their companies. OptifiNow offers a single platform that Lenders can offer to their Loan Officers, Account Executives & Call Center Agents, while Management can build their benchmark sales processes and gain critical insight on business performance to maximize revenues. More information can be found at

About Inlanta Mortgage

Headquartered in Pewaukee, Wis., Inlanta Mortgage is a nationally recognized leader in the mortgage industry with 38 branch offices and a current network of more than 250 mortgage experts licensed throughout 24 states. Founded in 1993, the Wisconsin-based company helps homeowners buy the home loans for their dreams through exceptional service and a suite of loan programs designed to meet each client’s unique financial needs. For more information about Inlanta Mortgage, please visit

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