What’s next for Floify — and why we’re more than readyJuly 11, 2025Big shifts don’t rattle Floify — they rally us. As I step in as interim president and general manager at Floify, I want to speak directly to our customers, partners, and peers across mortgage tech: Floify isn’t slowing down. We’re shifting gears and stepping on the gas. For …

Mortgage Tech Should Empower, Not Replace, OriginatorsBy Jason Mapes, Head of Sales, FloifyIf you asked me whether I’d feel comfortable going through a completely online mortgage process, I’d have to say: not a chance. That might sound odd coming from someone who’s not only purchased multiple homes but has also spent over 20 years immersed in mortgage technology. I’ve worked …

Why mortgage lenders are losing the tech race (and how you can catch up)By Sofia Rossato, president and general manager of FloifyThe mortgage industry isn’t waiting around for a comeback. It’s already pivoted. If your technology stack hasn’t kept up, you’re not just behind the curve. You’re losing deals, draining resources and missing out on the fastest-growing segments of lending. …

7 Customer Service Strategies to Boost Mortgage MarketingTurn Every Borrower Interaction Into a Marketing Opportunity Exceptional customer service is more than just a support function—it’s a strategic differentiator, especially in the mortgage and real estate industries where trust and responsiveness can make or break a deal. In a market driven by relationships, reputation, and referrals, delivering a standout borrower experience …

6 Essential Steps to Win Trust as a Mortgage LenderFor mortgage lenders, establishing trust and credibility isn’t just beneficial—it’s essential. Today’s borrowers are highly informed, often conducting extensive online research and relying heavily on reviews and personal recommendations before choosing a lender. Your mortgage business’s reputation directly impacts your ability to attract and retain customers. By prioritizing trust, you cultivate …

Mortgage Lead Generation 101: Quick GuideGenerating mortgage leads consistently is a challenge for loan officers (LOs). While many LOs have the capacity to handle more leads, the struggle lies in acquiring high-quality prospects regularly. The most stable method remains word-of-mouth referrals, but building these relationships takes time. To complement traditional referral marketing, modern digital strategies are essential. Before directing traffic …

Mortgage Lead Generation: Referral Strategies That WorkReferrals and Competitive Differentiation: Building Trust and Diverse Partnerships Having a diverse web of sources to generate new mortgage leads is critical to growing business for all but the most accomplished of MLOs. The most effective strategy for loan officers is to partner with leading real estate agents and builders for referrals and to …

Mortgage Lead Generation: SEO, Reviews & Social TacticsDriving Highly Qualified Web Traffic to Your Site The average website converts a small percentage of traffic to qualified mortgage leads, which makes it all the more important to first optimize your website for conversions, as we alluded to above. Once you have taken those steps, it is time to start pulling the …

Mortgage Lead Generation: Optimize Site & Referral NetworkOptimizing Your Site for Mortgage Loan Lead Generation Now that you’re establishing your expertise with high-quality content, optimize your site to make it easy for visitors to complete an action that gets them into your pipeline for follow-up. There are a few basic principles to follow in order to set yourself up for …

Mortgage Lead Generation: Build Authority with ContentGenerating a steady stream of high-quality mortgage leads is a challenge that nearly every loan officer faces. Most LOs have the capacity to handle far more leads than they’re currently getting, but securing them consistently is another story. Traditional word-of-mouth referrals remain the gold standard for building a strong, sustainable pipeline. The ideal scenario? …