It was an eventful year in the mortgage industry! From historically low interest rates and record-high equity to the long-awaited URLA guidance, 2019 offered plenty of opportunities for success – while also keeping everyone on their toes. For our part, Floify reached some incredible milestones, launched a number of new integrations, developed many new features, and even took home some … Read More

The best LOs know that having a customizable, cutting-edge loan application is a critical differentiator for their mortgage business. It allows them to offer borrowers a smooth, friction-free experience when applying for a loan and reduces the amount of time and effort required by back-office staff to complete and verify the accuracy of the form. For those reasons and more, … Read More

If it’s been said once, it’s been said a thousand times: mortgage lending is a relationship business. But what originators don’t mention is how to master the early stages of the relationship-building process in order to win the business of a prospect that is likely also inquiring about a loan with your competition as well. Because unless the LO already … Read More

In 2016, the GSEs Fannie Mae and Freddie Mac unveiled a redesigned version of the uniform residential loan application, marking the first changes to the form in nearly 20 years. The update was intended to modernize the form with a new layout designed to support the efficient and accurate collection of information and data and to help the industry identify … Read More

In order to maximize loan production efficiency, and gain all of the benefits associated, a loan originator and their team must develop and hone their workflow, polishing away blockers and rough patches until what remains resembles the well-oiled machine that was sought. But what happens to that carefully planned workflow when variables are changed? A loan originator that is not … Read More

The mortgage industry has long had a fixation with loan volume and total units as the definitive measuring stick of lending success. Every year there are various rankings published that all utilize these metrics to determine where lenders and originators should fall on the list. But while market share is important, at the end of the day all of these … Read More

Every business professional has heard the statistic ad nauseam. It costs 5 times as much to acquire a new customer than to retain and reactivate a current customer. So you invest in technology to automate email marketing campaigns or maybe commit to a direct mail campaign. While those methods do a great job of keeping your database warm and maintaining … Read More

Floify’s mortgage automation engine is packed with powerful and flexible functionality that truly allow loan originators to create their ideal point-of-sale system. One of the fundamental drivers of the platform’s flexibility is the ability to utilize conditional logic, or business rules, to design custom workflow automations. Triggers can be leveraged to dynamically change lender or borrower loan layouts or fire … Read More