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NBKC has been a top-rated lender by its customers for well over a decade. Like all successful consumer direct mortgage lenders, NBKC relies on a steady flow of new leads for its loan officers, either from their loan portfolio or third-party sources (i.e LendingTree, Zillow). Each new lead is different from the one before; homebuyers and homeowners with varying needs, expectations and preferences for their new loan and interactions with a loan officer.
NBKC knew that it’s system of assigning new leads to loan officers randomly or using fixed rules, didn’t account for these differences and left this critical relationship to chance. The right leads going to the wrong loan officers can result in sub-optimal performance from an otherwise stellar team. Different loan officers will work best with different leads, and the assortment of leads that come through the door can be badly mismatched with the officers who receive them; leading to lead waste, frustrated prospects and loan officers and missed closings.
What NBKC needed was a lead assignment solution that could help them identify and utilize the proven strengths of their loan officers. It was with this need in mind, and the massive amounts of data compiled on its loan officers’ performance, tendencies and unique preferences, that NBKC turned to ProPair.
New Lead Distribution Model Drives Better Results
ProPair MATCH streamlines lead distribution to ensure the right loan officers are getting the right leads at the right time and taking the right actions. Pairings are made with a wide variety of factors in mind, including the tendencies and habits of each loan officer on the team and the needs and profiles of the leads themselves. This information is applied to each and every lead and allows managers to apply the strengths and weaknesses of their loan team to the goal of improving that team’s efficiency. It also provides managers with critical insight to the activity of their loan officers and how this impacts overall close rates.
As ProPair’s first customer, NBKC piloted the software in the bank’s home loan division. Loan officers were instantly able to work at their highest levels of efficiency because the lead distribution model was working with them instead of against them. ProPair enabled loan officers to more often receive leads which they are more likely to close. By employing their loan officer’s greatest strengths, NBKC was able to increase overall conversions and get more customers the help they needed more effectively than ever before.
The effectiveness of ProPair’s platform has prompted NBKC to partner with and invest in ProPair’s team and platform to bring Prospect MATCH to loan teams across the country.