Cogent Road introduces mortgage-specific CRM/lead-distribution system






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Publication: Mortgage Banking
Date published: April 1, 2012

Cogent Road, San Diego, a provider of cloud-based mortgage technologies, has introduced Gravity(TM), a mortgage-specific customer relationship management (CRM) and lead-management system (LMS) that helps loan officers obtain a loan commitment in a single call.

According to Cogent Road, Gravity is the only cloudbased CRM/iead-management system fully integrated with credit; form 1003; Federal Housing Administration (FHA) TOTAL Scorecard; a pricing engine (PriceMyLoan); loan-comparison tools; and anti-steering disclosure, allowing loan originators to take a complete application, select and price a loan, accurately discuss financial benefits and qualify borrowers in one call.

Gravity's diverse series of tools ensures that loan officers can be confident presenting prospects with an accurate pre-qualification, ultimately resulting in significant time efficiencies and the potential for improved closing ratios.

"Gravity is the result of over a decade of experience creating mortgage specific software applications," said William DiPaolo, chief executive officer of Cogent Road. "The outcome is a CRM/LMS that helps loan officers close faster, manage open opportunities easily and capture new leads from more sources."

After using customized "interview wizards" to capture a prospect's basic application data, the loan originator provides a real-time comparison of the financial benefits of up to three different loan choices.

Interactive charts help the applicant visualize the savings gained over specific time periods, as compared with their current loan. The prospect receives a full color summary of the loan program options, along with the loan officer's photo and contact information. When necessary, loan officers can also create multiple 10035 with up to five different borrowers on a single application.

"Our experience working with third-party systems helped us integrate FHA [TOTAL] Scorecard and the PriceMyLoan pricing engine seamlessly into Gravity," DiPaolo said. "Loan officers can easily retrieve accurate FHA eligibility and loan-pricing options while on a single call with the applicant. The goal is to help them gain commitment and lock up the lead as soon as possible."

Gravity allows full customization of lead-distribution criteria to ensure the right loan originator receives the correct leads, based on seniority, location and any other custom factors. Managers can monitor the status of all leads and the overall performance by loan officer, branch office, division and region.

Gravity is cloud-based and secured in Cogent Road's Statement on Auditing Standards (SAS) /o-compliant data center that undergoes annual third-party security audits. The data center is staffed 24/7 and contains biometrie scanning, a waterless fire-prevention system, a 100 percent uptime guaranty and multiple redundancies.

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