Operational Efficiency Ignites Dramatic Growth for Reverse Mortgage Lender
How GoodLife Home Loans Achieved a 155% Increase in Closed Loans and 341% Revenue Surge in First Year with Salesforce Implementation
Transforming the Reverse Mortgage Lending Landscape
GoodLife Home Loans, the reverse mortgage lending division of Traditional Mortgage Acceptance Corporation (TMAC), has set a new standard for the industry. By implementing a state-of-the-art technology stack, led by Salesforce, the company has achieved remarkable growth, showcasing the power of operational efficiency and data-driven decision making.
155% Growth in Closed Loans
In the first year following the Salesforce implementation, GoodLife Home Loans experienced a remarkable 155% increase in the number of closed loans, demonstrating the impact of their improved sales productivity and marketing reach.
341% Revenue Surge
The company's revenue also skyrocketed, with a 341% increase in the first year, highlighting the transformative effect of their technology-driven approach to customer engagement and lead management.
110% Retail Sales Growth
Alongside their impressive mortgage lending success, GoodLife Home Loans also achieved a 110% growth in their retail sales organization, further solidifying their position as a market leader.
Ashley Lohman's Visionary Leadership
At the heart of GoodLife Home Loans' remarkable transformation was the leadership and strategic vision of Ashley Lohman, the Sales & Marketing Operations Manager. Lohman's unwavering commitment to operational excellence and her ability to leverage technology played a pivotal role in the company's success.
1
Driving Sales Productivity
Lohman implemented a comprehensive sales process, incorporating best practices, restructuring roles, and developing mechanisms for accountability, resulting in a significant boost in sales productivity and marketing reach.
2
Optimizing Technology
Under Lohman's guidance, GoodLife Home Loans invested over $600,000 annually in a state-of-the-art technology stack, including Salesforce, Pardot, and a suite of integrated systems, transforming their operations and enhancing customer engagement.
3
Fostering Cross-Functional Collaboration
Lohman's ability to work cross-functionally, developing and formalizing processes, achieving line of sight into productivity, and reporting on progress toward goals, played a crucial role in the company's success.
Leveraging Data and Technology
At the core of GoodLife Home Loans' transformation was their strategic investment in a state-of-the-art technology stack, led by Salesforce and Pardot, which enabled the company to streamline operations, enhance customer engagement, and drive data-driven decision making.
1
Lead Generation and Management
Lohman implemented technology-enabled lead generation programs and lead management processes, ensuring a steady flow of qualified prospects and efficient lead nurturing.
2
Automated Marketing Campaigns
By leveraging Pardot's marketing automation capabilities, Lohman developed and executed integrated digital marketing campaigns across multiple channels, capturing and nurturing leads effectively.
3
Data-Driven Insights
Lohman's team utilized MySQL database queries to gain valuable insights, informing their value propositions and driving data-driven marketing strategies and decisions.
Enhancing the Customer Experience
Alongside the operational and technological transformations, GoodLife Home Loans placed a strong emphasis on enhancing the customer experience, ensuring seamless interactions and building trust with their target audience.
Streamlined Customer Engagement
Lohman and her team developed a comprehensive customer engagement strategy, leveraging tools like Velocify Pulse, Twilio, and Five9 to optimize the sales process and ensure a consistent, personalized customer experience.
Proactive Reputation Management
To protect and enhance the company's reputation, Lohman managed a range of online platforms, including Trustpilot, BBB, CFPB, Yelp, Google, and Bing, addressing customer feedback and maintaining a positive brand image.
Compliant Communication
Lohman developed and disseminated internal communication guidelines and compliant external-facing voicemail, email, and SMS scripts and templates, ensuring consistent and compliant customer interactions.
Driving Operational Excellence
At the heart of GoodLife Home Loans' success was a relentless focus on operational excellence, driven by Lohman's strategic leadership and her ability to streamline processes, foster cross-functional collaboration, and empower her team.
1
Process Optimization
Lohman worked cross-functionally to develop and formalize key processes, ensuring efficiency, accountability, and visibility into the company's operations.
2
Talent Development
Lohman spearheaded the hiring and onboarding of a dedicated Salesforce Administrator, further enhancing the company's technological capabilities and driving continuous improvement.
3
Performance Tracking
By implementing robust reporting and analytics, Lohman was able to track progress towards goals, identify areas for improvement, and make data-driven decisions to drive the company's success.
Fostering a Culture of Innovation
At GoodLife Home Loans, Lohman's leadership not only drove operational excellence but also fostered a culture of innovation and continuous improvement, positioning the company as a trailblazer in the reverse mortgage lending industry.
Innovative Mindset
Lohman encouraged her team to approach challenges with a creative and innovative mindset, empowering them to explore new technologies, strategies, and best practices to drive the company's growth.
Collaborative Approach
By fostering a collaborative work environment, Lohman facilitated cross-functional teamwork, enabling her colleagues to share insights, solve problems, and collectively contribute to the company's success.
Continuous Improvement
Lohman's leadership instilled a culture of continuous improvement, where the team was encouraged to constantly evaluate and refine their processes, technologies, and strategies to stay ahead of the competition.
Unlocking Scalable Growth
GoodLife Home Loans' remarkable transformation under Lohman's leadership has positioned the company for long-term, scalable growth, setting a new standard for the reverse mortgage lending industry.
Operational Efficiency
By streamlining operations, leveraging technology, and driving continuous improvement, GoodLife Home Loans has built a foundation for sustainable growth, able to scale their operations and meet the increasing demand for their services.
Customer-Centric Approach
GoodLife Home Loans' relentless focus on enhancing the customer experience, proactively managing their reputation, and ensuring compliant communication, has earned the trust and loyalty of their target market, fueling their rapid expansion.
Talent Development
Lohman's strategic hiring and onboarding of key personnel, such as the Salesforce Administrator, has strengthened the company's technological capabilities and positioned them to continuously adapt and innovate in the ever-evolving reverse mortgage lending landscape.
Data-Driven Approach
GoodLife Home Loans' data-driven mindset, enabled by their advanced technology stack and Lohman's data analysis expertise, allows the company to make informed decisions, optimize their strategies, and stay ahead of the competition.
A Roadmap for Success
GoodLife Home Loans' remarkable transformation under the leadership of Ashley Lohman serves as a blueprint for other lenders in the reverse mortgage industry, showcasing the power of strategic vision, operational excellence, and the strategic integration of technology.
