LoyaltyExpress Launches CRM App On Salesforce

LoyaltyExpress has launched MarketingCentral on the Salesforce AppExchange, empowering businesses to connect with their customers, partners and employees in entirely new ways. Salesforce mortgage and retail banking users can now access a custom and compliant marketing store filled with sales flyers, brochures, emails, and direct mail – all without leaving Salesforce. LoyaltyExpress provides content creation, graphic design, and PDF/print/direct mail fulfillment all from within its own facility.

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Built on the Salesforce App Cloud, MarketingCentral is currently available on the AppExchange at

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Retail banks and mortgage lenders can leverage Salesforce to access a private marketing store filled with custom content. With a simple, compliant workflow, users can dynamically create campaigns with built-in fulfillment or personalize sales materials for download as high-resolution PDFs.

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“We are very excited to bring MarketingCentral and our suite of services to our Salesforce customers,” said Jeff Doyle, CEO of LoyaltyExpress. “We have established the rigorous guidelines required to allow users to benefit from an easy-to-use service that integrates built-in APR calculators, social media, automated compliance workflows, licensing and disclaimer validations, and co-branding and audit trail management. This new app will help potential customers in the banking and mortgage space access custom marketing content.”

“MarketingCentral allows us to enhance the capabilities of Salesforce in our retail lending division,” said an executive at a top-tier retail-banking organization. “Essentially, we have removed a major barrier by integrating a mortgage-specific marketing engine to dynamically manage high-impact campaigns and marketing products with complete automation of print, direct mail, and email functionality.”

Industry Hot Topics


I usually discuss a given topic that’s in the news or top of mind for me each month, but this month I want to switch it up a bit. Why just talk about one topic when there are so many topics to tackle.

For example, regulatory risk is a chief concern today in terms of both compliance and the increasing cost of compliance cutting into profit margins. So, what one or two compliance issues that are most important today? Are there other compliance risks that lenders should be aware of or preparing for?

“As a marketing company, we see a lot of concerns. There is defragmentation in mortgage marketing,” said Mary Beth Doyle, co-founder of LoyaltyExpress. “CFPB is coming down hard on what can be said, it’s getting heavily controlled. However, it is difficult for organizations to get streamlined so they are compliant.”

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LoyaltyExpress is a one of the nation’s largest providers of marketing automation and cloud-based CRM solutions for mortgage companies and banks. The company’s solutions enable lenders to automate marketing campaigns and easily manage customer, partner and recruiting data, while streamlining marketing activities, such as email, direct mail, print and gift fulfillment. This integrated approach enhances compliance by eliminating the need to share sensitive customer data with multiple vendors while ensuring that loan officers only use preapproved marketing materials that comply with regulatory guidelines.

“When we talk about the cost of compliance, there has been a psychology to recruit the a-team and let them go at it,” noted Doyle. “So, it’s a cultural change when the CFPB now places constrains. Having the controls in the system to keep communication automated and consistent is critical.”

Marketing isn’t the only sector to be impacted by skyrocketing regulation, the appraisal sector has been impacted, as well. “The regulations and compliance issues around appraising have skyrocketed,” said Jeffrey J. Bradford, founder and CEO of Bradford Technologies, Inc. “For example, the term ‘desirable’ can’t be used by an appraiser anymore because that’s subjective. There is a reliance on data and being factual. The fear of being sued or having to buyback a loan is amazing and it’s causing a lot of money to go toward appraising.”

Bradford Technologies is an innovator of valuation tools and solutions for residential appraisers. The company pioneered computer-aided appraising, was the first to incorporate statistical support in both mainstream and alternative valuation products, and currently provides one of the most adopted technologies for residential appraisers. AppraisalWorld, the company’s online appraiser community with over 20,000 members provides services focused on building trust and reliability in the appraisal industry.

The answer to maintaining compliance is consistency and accuracy, according to Ann D. Fulmer, a senior industry advisor for FormFree Holdings. “We hear a lot that loan officers are resistant to technological change that would protect the lender, but limit them. Another consideration down the road, to the extent that LOs are loosey-goosy, you open yourself up to fair lending issues. You have to defend yourself and your decision-making when you approved that loan.

“So, ask yourself: Are your decision-making processes consistent? Just because you can show that what you did was an industry standard, that doesn’t mean that you can’t be sued. The biggest risk to the industry is the lack of clarity around the new CFPB rules. Until the CFPB gets clear about what it expects and how they are going to enforce those rules, it’s paralyzing.”

“From a TPO standpoint, the paranoia ratchets up because you have to know who you’re doing business with,” added Gregory J. Schroeder, president of Comergence Compliance Monitoring, LLC. “If you are a small- to medium-sized lender you are in a crosshair because what do you do? You have to ensure compliance without destroying your profit margin. The CFPB has not targeted the smaller lenders yet, but it is coming.”

Comergence Compliance Monitoring, LLC, is a SaaS provider of vendor management solutions, currently focused on third-party originator and appraiser risk. Comergence provides lenders and appraisal management companies with tools that review and continually monitor registered mortgage loan originators and appraisers.

In the midst of all this change it’s important to assess and re-assess how you as a lender are handling this change. “Lenders are trying to do everything at once,” said Fulmer. “The CFPB was intended to protect consumers, but they are actually hurting consumers because there’s a lot of confusion.”

Doyle added that “there are state guidelines as well as federal guidelines to deal with. So, there’s a lot of interpretation to be done for sure. There’s such panic and intensity around compliance. You need to have a full audit trail to at least prove that you are trying to comply. And of course the consumer is hurt because these organizations are so paralyzed by how to interpret the new rules.”

Compliance aside, another hot topic is appealing to Millennials to both enter the mortgage industry as workers and homebuyers alike. “I have a daughter that is a Millennial, shared Bradford. “She wants to work for an employer that is having a social impact. They care about the climate, the world and the environment. There used be 2,000 appraiser trainees, now we only see a few hundred. You now have to have a college degree and many hours of experience to be an appraiser, which makes it economically unfeasible for people to get into the appraisal industry.”

In addition to Millennials turning their back on becoming an appraiser or loan officer, they’re also increasingly turning their back to homebuying, as well. So, how should the industry behave to get this group of people to want to buy a home?

“The challenge is really providing a program to help these young people get into a home given that they are already carrying so much debt in the form of student loans,” answered Doyle.

“I don’t think you can entice these guys to buy a home,” pointed out Bradford. “They want to be mobile and live in the trendiest places. If you could refinance their student loans it might entice them to do other loans with you.”

As we can all see, lenders are facing a number of challenges, but there’s one area that gets less attention than it should: oversight of third-party relationships and vendor management. “Recent regulations driven by Dodd-Frank have made managing these relationships even more critical,” reported Schroeder. “Lenders aren’t just being held legally accountable for their own actions, but for the actions of all the third parties with whom they do business. That includes not just third-party originators but other parties as well, including appraisers and software providers. We’re also seeing that originators are facing demands for more information and documentation each time they decide to apply to a new wholesaler.

“In addition, lenders that allow borrowers to shop for third-party settlement services have legal responsibility under the CFPB’s new regs in case those providers do harm,” continued Schroeder. “It’s clear that mortgage lenders must have an effective process in place for managing their service providers. But how do you keep track of what your vendors are doing in a cost-effective manner while staying focused on your own business? It can be an overwhelming task.”

So, how does the lender stay ahead of all of these issue? Many see the answer in artificial intelligence and smart technology. Let me leave you with this thought: Technology will never replace a human, but if programmed well, it can standardize the process and increase accuracy and efficiency all at the same time.

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Vendor Passes Security Test

LoyaltyExpress, a provider of marketing automation and cloud-based CRM solutions for mortgage companies and banks, today announced the successful completion of its Service Organization Control (SOC) 2 Type II examination, confirming the company meets stringent controls over the security, availability, processing integrity and confidentiality of its systems.

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The company’s SSAE-16 SOC 2 Type II report indicates that the company’s processes, procedures and controls are in accordance with the applicable Trust Services Principles and Criteria set by the American Institute of Certified Public Accountants. A SOC 2 examination provides assurance to LoyaltyExpress clients that the company has the proper internal system controls to keep customer information secure and confidential. Formerly known as SAS 70, the SOC 2 Type II examination affirms the operating effectiveness of controls supporting the LoyaltyExpress CustomerManager and MarketingCentral services.

Kahn, Litwin, Renza & Co., Ltd. (KLR), one of the top 100 accounting firms in the country, administered the LoyaltyExpress SOC 2 Type 2 examination, which tested security, availability, processing integrity and confidentiality, and covered the period from August 1, 2014 to January 31, 2015.

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“At LoyaltyExpress, compliance is a company-wide effort,” said CEO Jeff Doyle. “With thousands of users on CustomerManager and MarketingCentral, the security and integrity of our systems are immensely important. Compliance with the SOC 2 standard requires the most stringent internal policies related to software development, storing and accessing data, and security over all systems and their related hardware. Our clients can be confident that LoyaltyExpress is using highly structured, consistent methods and dynamic controls. We are very proud of this achievement and ongoing investment in assuring our clients’ peace of mind.”

Vendor Updates CRM Solution

LoyaltyExpress, a provider of marketing automation and cloud-based customer relationship management (CRM) solutions for mortgage companies and banks, today announced the release of CustomerManager 6.0, an enhanced version of its flagship CRM technology. This new release builds on the company’s initial integration with Ellie Mae’s Encompass all-in-one mortgage management solution by including the ability to pass additional data fields associated with each closed loan.

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Additionally, with the latest release of CustomerManager, marketing campaigns can be dynamically applied against every prospect’s loan status, with timely distribution of trigger-based emails, direct mail or both. For example, when a lead in Encompass reaches prequalification status, a corresponding multimedia campaign commences with timely communications to the borrower. Once the same prospect completes an application, intelligent automation signals termination of the initial prequalification campaign and starts the new application campaign. Overall, the power of intelligent marketing delivering the right content at the right time substantially improves capture rates and results in more successfully closed loans for CustomerManager users. The process is customized for every client to establish as many status update campaigns as desired – with partner-update communications tied in to keep as many as four related parties in synch with the loan status.

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Ellie Mae is a leading provider of innovative on-demand software solutions and services for the residential mortgage industry. Ellie Mae’s Encompass all-in-one mortgage management solution provides one system of record that enables banks, credit unions and mortgage lenders to originate and fund mortgages and improve compliance, loan quality and efficiency.

“Our enhanced integration with Encompass enables lenders to simplify the marketing process throughout different stages of the loan process, so they can efficiently grow their business,” said Jeff Doyle, CEO of LoyaltyExpress “CustomerManager automates the intelligent delivery of communications to the right audiences, with the right content, at the right time. We are deeply committed to the business development value that we continue to deliver and enhance upon for Ellie Mae Encompass users,” Doyle said.

In addition to Encompass campaign automation, CustomerManager 6.0 delivers:

  • “Write Your Own Email” with automated compliance approval workflows for loan
    officers to create their own emails from blank templates or existing products;
  • Automated approval process for compliance departments to review loan officer-generated content with the ability to approve or reject within CustomerManager;
  • The ability for site administrators to create their own user groups and provide group-only access to specified marketing products, or be able to route leads to specific lead groups;
  • Marketing administrators can create new email products by selecting approved email banners and disclosures, or by uploading their own and setting availability and expiration dates for user access;
  • Partner logo and photo attached to each partner record for use with co-branded emails and direct mail;
  • Automated survey-reminder emails for those borrowers who did not complete the initial client satisfaction survey (sent 30 days after initial survey delivery), and
  • Automated direct-mail client satisfaction survey sent to borrowers without email addresses to be filled out as paper-based or via online survey forms.

CRM Tech Is In Demand

LoyaltyExpress, a provider of marketing automation and cloud-based CRM solutions for mortgage companies and banks, today announced that a major, national California-headquartered mortgage lender has selected its CustomerManager CRM platform to automate and manage marketing campaigns for more than 300 loan officers.  LoyaltyExpress respects its clients’ desire for confidentiality, but the company disclosed that this new relationship stemmed from the client’s dissatisfaction with an existing third-party CRM provider that could not deliver on high-impact, compliant business-development needs.  It also is emblematic of a trend LoyaltyExpress is seeing among mortgage lenders in the current compliance and cost-focused environment.

“Mortgage lenders are rapidly realizing they need quality, compliant marketing solutions across the enterprise,” said Mary Beth Doyle, founder of LoyaltyExpress. “In light of ever-intensifying regulatory and CFPB demands, executives are eager to reduce the amount of third-party resources in the supply chain in order to improve upon risk, compliance, and economics. In this instance, the client achieved both objectives. The adoption of CustomerManager brought them a superior technology and reduced their third-party dependencies by selecting us, a single vendor that can satisfy intensive, enterprise-wide compliance and fulfillment needs,” she said.  “Our comprehensive, world-class service model cannot be matched.”

LoyaltyExpress is the only mortgage marketing company serving as a Top 50 Critical Vendor to a Top 3 World Bank.  Its flagship CustomerManager platform enables lenders to automate marketing from inquiry to pre-qualification and throughout the entire loan process, including multi-year retention programs for new clients. CustomerManager is complemented by LoyaltyExpress’ MarketingCentral<, which develops and manages messaging, graphic design, and image sourcing for highly professional, customized and compliant materials. Additionally, the renowned LoyaltyExpress Client Services Team provides concierge levels of support for each and every user.

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Lenders Are Leaning More And More On CRM

As the return to the purchase market becomes more and more pronounced, lenders are increasingly turning to customer relationship management technology to get an edge. For example, Virginia-based mortgage lender has selected LoyaltyExpress’ CustomerManager lead management and CRM solution to manage marketing communications for its 225 loan officers. Here’s why:

LoyaltyExpress’ CustomerManager provides lenders with the ability to deploy automated marketing campaigns, easily access and manage partner, lead, recruiting and customer contact data, while streamlining marketing activities, such as email, direct mail, print and gift fulfillment. This integrated approach enhances compliance by eliminating the need to share sensitive customer data with multiple vendors while ensuring that loan officers only use preapproved marketing materials that comply with regulatory guidelines.

Lenders can also leverage LoyaltyExpress’ team of marketing and branding experts who have extensive experience in the mortgage industry. The company provides marketing services for one of the nation’s three largest retail banks. As part of its commitment to privacy and risk.

A Tip For Lenders

I like telling you about new ways to market your company. Those lenders that can market best will win out, it’s that simple. So, in this case, I’ve learned that LoyaltyExpress has released PromotionalMaterials, an innovative web-to-print platform for retail banks and mortgage companies. Here’s how it can help you:

PromotionalMaterials serves as a centralized repository for high-impact sales and marketing collateral. LoyaltyExpress further distinguishes the value of PromotionalMaterials by dedicating content and design resources in conjunction with the service to help clients benefit from their exceptional infrastructure, workflows, and industry expertise.

A web-based, Software-as-a-Service (SaaS) platform, PromotionalMaterials enforces rigorous standards of compliance while providing enterprise-wide access to flexible templates with multiple fields for personalization. As a result, organizations can distinguish themselves with a private label service that delivers robust marketing solutions to sales teams.

Users have the ability to select from a wide range of products – co-branded open house flyers, rate sheets, corporate flyers, advertisements, tri-fold brochures, email signatures, business cards & stationery, and much more. Depending on the complexity of the marketing templates, they can either be downloaded as high-resolution PDFs – or printed and shipped to locations of choice.

“PromotionalMaterials empowers mortgage enterprises with compliant and branded marketing products that arm sales forces with distinctive, high-impact communications,” said Mary Beth Doyle, LoyaltyExpress Founder. “Our clients benefit by reducing the gross inefficiencies of reactive, manually generated marketing products – and simultaneously satisfying ever-rigorous audit, compliance, and regulatory conditions. Additionally, the platform’s dynamic templates allow for geographic and regional customization based on image selections and dropdowns for content personalization without having to create entirely separate products.”

Additional features of PromotionalMaterials include:

>> Asset management libraries to host loan officer/partner photos, partner logos, industry logos, and other graphics;

>> Rigorous standards of compliance, including a historical repository of all orders for future auditing purposes;

>> Automated compliance review by administrators for open house flyers, rate sheets, and other collateral with data entry;

>> Access to top-level design and editorial teams that can fulfill demands related to image sourcing, content development, graphic design, and new templates;

>> Multiple format compatibilities (including but not limited to flyers, inserts, tri-fold brochures, spiral-bound booklets, invitations, business cards, and stationery);

>> Dedicated account managers with email & telephone support.

LoyaltyExpress simplifies customer relationship management and marketing automation for mortgage banks and lenders. Its flagship solution, CustomerManager, is an enterprise-wide, Software-as-a-Service platform that facilitates lead management, integrated e-mail & direct mail campaigns, a compliant marketing store, and a 360-degree view of each loan officer’s customers, partners, and prospects.

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