The only CRM purpose-built for Wholesale Mortgage Lenders

Build broker trust and generate more volume with OptifiNow TPO

A CRM built by and for Wholesale Lenders

OptifiNow TPO is the CRM trusted by leading Wholesale Mortgage organizations to optimize their revenue strategy. It streamlines sales and marketing operations, automates key tasks, and aggregates data to drive operational insights. OptifiNow TPO was built by and for industry experts with the flexibility to meet any organization’s needs.

Attract New Business Efficiently
Make your go-to-market activities
stand out from the crowd by easily
segmenting, personalizing, and
branding your loan products and

Sell Smarter
Combine information from your
LOS and other data sources to
help Account Executives better
understand their brokers and
drive loan submissions.

Use Resources More Wisely
Practical tools and automated
processes drive user adoption,
enhancing sales efficiency and

Build broker trust and increase loan volume with OptifiNow TPO

Wholesale Mortgage lenders need to ensure they are getting the most out of their sales and marketing effort without runaway CRM costs. Big name CRM vendors say they can deliver results but lenders end up shouldering the time, cost and frustration of building a system on their own. This hinders your team’s ability to establish broker trust and puts your organization at risk when your top performers leave.

Shocked with your lead management and qualifying process?

Innovative Features for Every Role

A lead is a terrible thing to waste. OptifiNow Lead Management ensures all leads are tracked. nurtured and contacted in accordance with company defined practices.

Leverage LOS Data

Provide Account Executives with broker and loan data automatically synchronized with loan origination systems (LOS) to enhance broker engagements and set sales priorities.

Dynamically Score Broker Accounts

Rate client behavior using lender-defined business rules that guide Account Executive objectives and focus sales efforts more efficiently

Efficiently Distribute Accounts

Create an automated process to distribute broken accounts and ensure no potential deals fall through the cracks.

Lead Distribution & Routing – always finding the smartest path to results.

When it comes to lead routing, there are two basic scenarios. You can “push” leads to inside sales. Or you can let your people “pull” them from a database of available leads.

Utilizing a “push” or “pull” platform, OptifiNow’s powerful lead distribution software enables your business to customized lead routing programs based on a variety of proven paradigms:

  • Round Robin (Push) – Leads are routed to sales people one-at-a-time, based on business rules.
  • Cherry Pick (Pull) – Leads are channeled into a “bucket”, where sales people can view details and identify the specific leads they want to cherry pick.
  • Blind (Pull) – Sales people cannot see any “bucket” lead details and will simply pull the next available lead.
  • Shark Tank (Pull) – Leads that are not activated in a timely manner are retracted from a sales person and put into an open list environment.
  • Hybrid (Push/Pull) – This technique combines the benefits of both “push” and “pull” and merges them into a single, seamless process.

Lead Nurturing – establishing relationships by building trust

To “nurture” is to provide care to encourage growth. Our definition of lead nurturing follows that classic example. By enabling you to provide relevant content to your prospects, based on their specific interests and needs, and delivered at the appropriate stages in their buying process.

This is how you nurture your leads. By creating meaningful, personalized dialogues with OptifiNow’s robust toolsets, which includes:

  • Direct Mail — Strategically crafted direct response creative can be triggered to release at specified time intervals, as well as when leads reach certain milestones. Content and trigger rules can be customized depending on guidelines defined by the client.
  • Emails — Like direct mail, you can optimize your email content, then flow it out automatically to your sales prospects, at specified time intervals based on pre-determined milestones.
  • Reminders — Friendly, encouraging reminders can be automatically triggered based on specified rules and follow-up times.
  • Twitter & Text — Personalized messages can automatically go out to prospects with timely, relevant content.

Reporting keeping a critical eye on conversion rates, sell-thru and win/loss.

By providing intuitive data mining and reporting tools, our system allows you to quickly analyze your data. Now you can find out instantly which leads are receiving follow-up (and which are not). Pinpoint the most profitable programs by determining which campaigns generate the most qualified leads and closed sales. Generate a wide variety of reports, including sales forecasts, and email them to other team members. Create highly targeted lists of decision-makers for seminars, webinars and email campaigns. With OptifiNow, it’s all ready when you are.

Integration — managing by capturing, organizing and funneling.

Taming the daily influx of leads can be a challenging proposition. That’s why the OptifiNow Lead Management system provides an automated, streamlined method of incorporating leads from a variety of sources, including

  • Real-Time XML/HTTPS Post
  • Import of CSV/Excel File
  • Manual Input

OptifiNow also makes it easy for sales lead providers to automatically flow their data directly into the system. And when lead providers prefer to send leads via email, it’s never a problem. That’s because OptifiNow offers a proven email parsing service.

OptifiNow accepts data from virtually every industry, and participation in the Lead Provider Integration Program is free.

One way or the other, we’re ready to make your sales leads flow into the OptifiNow system in real time.

Communication Channels


OptifiNow takes email marketing to the next level. Brand compliant messaging enabled at the individual sales rep level allows for targeted, personalized and relevant emails to each customer. We enable organizations to power data-driven campaigns and real-time communications, fueling customer engagement, increasing sales, and improving return on marketing investments.


OptifiNow is the only true multichannel communication solution today. With its integrated direct mail infrastructure, sales reps can mail targeted, personalized and relevant pieces to individual customers – one at a time!


OptifiNow makes it easy to create, target, send, and track SMS marketing campaigns. The functionality seamlessly integrates with our CRM database to get messages and offers immediately into customers hands.


Publish directly to Facebook and Twitter. Use a single application to create, send, and track email marketing and social media marketing messages. Save time and schedule your social posts for future delivery.


OptifiNow’s print on demand infrastructure empowers the local rep to produce localized, personalized and relevant materials to support individual sales efforts.

What we deliver to Wholesale Mortgage teams

Wholesale-Specific Workflows

for Your


Live in 60

Lower CRM

Trusted by Leading Wholesale Lenders

Logan has been growing rapidly and has developed a reputation for certainty and stability during uncertain times, especially when many competitors are shuttering their business. OptifiNow helps our AEs manage their client communications and maintain a consistent delivery of the Logan experience that has earned us the title of ‘The Agency of Non-Agency.™’”

Bobby Love
Chief Operating Officer, Logan Finance

Ready to exceed your sales targets?

OptifiNow is a powerful all-in-one platform that helps enterprise teams easily handle the entire sales cycle – for results you can measure on your bottom line.