The Salesforce playbook for mortgage and lending.
Mortgage is a regulated, high-velocity business where the differences between top originators and the rest come down to operational excellence: faster loans, better borrower experience, tighter compliance, and the AI-augmented document processing that takes minutes instead of hours.
- 14 chapters
- 5 Salesforce products in depth
- 14-point readiness checklist
- 10,121 words
What's inside.
Written by our Salesforce consultants for mortgage and lending. Read it start to finish or go straight to the chapter you need.
Salesforce in mortgage and lending: where it pays off
6 patterns that work, and the stack we typically deploy.
The challenges Salesforce has to solve
The 6 problems a design has to solve, plus 4 methods we use on them.
Which Salesforce products fit, and how
Salesforce Sales Cloud, Salesforce Financial Services Cloud, Salesforce Marketing Cloud, Salesforce Experience Cloud, Salesforce Service Cloud: use cases, data model and buyer questions for each.
How to implement it
Who needs to be in the room, what the first release includes, and the questions to settle before kickoff.
Moving from your current system
What moves from your current system, how to plan it, and the decisions to make early.
The systems to connect
10 systems to connect and what flows between them.
Regulation and compliance
6 rules and obligations the design has to account for.
Readiness checklist
14 decisions to make before you sign a statement of work.
What to measure
6 metrics to baseline before the build, with a worksheet.
After go-live: support and health checks
What ongoing support covers and when to run a health check.
If a project has stalled
How stalled projects get back on track, and how to get more from the org you have.
Results from our projects
3 results from Abstrakt Solutions projects.
Where the industry is concentrated, and local guides
Where the industry is the largest share of the local economy, and local guides for 17 metros.
Next steps
Free assessments and how to reach a consultant.
From the readiness checklist.
Three of the 14 decisions the playbook asks you to make before you sign a statement of work. The full checklist, with the rest of the playbook, is in the PDF.
Get the full playbook →- Keep the loan file separateDisclosures, conditions and the regulated file never leave the LOS. Store only the data Salesforce needs for engagement and reporting, and avoid duplicating disclosures or documents. A clean boundary simplifies audits and reduces the risk of conflicting information reaching borrowers or examiners.
- Build fair lending into routingLead routing, marketing segmentation and pricing communications should be reviewed for fair lending implications, including ECOA and related rules. Geography, language or neighborhood filters deserve particular scrutiny, since they can stand in for characteristics the law protects. Your compliance team should approve routing logic and audience definitions before automation goes live.
- Honor consent for outreachCalls, texts and emails to prospects and borrowers carry consent requirements under TCPA and related rules. Record consent source and scope, respect opt-outs across channels and make automation check preferences. Retention campaigns in particular must not reach people who asked not to be contacted.
The Salesforce products it covers.
Each product chapter covers use cases, how the data is modeled and the questions buyers ask. Shorter versions are on our site.
- Salesforce Sales Cloud for Mortgage and LendingSales Cloud gives lenders a sales layer in front of the loan origination system.
- Salesforce Financial Services Cloud for Mortgage & LendingFinancial Services Cloud gives mortgage lenders and bank lending teams a relationship layer around the loan origination system.
- Salesforce Marketing Cloud for Mortgage and LendingMarketing Cloud lets a lender send the right message at each point in the borrower's journey instead of blasting the whole database with rate news.
- Salesforce Experience Cloud for Mortgage and LendingExperience Cloud gives lenders secure, branded sites for the outside parties who feed and support their loan pipeline.
- Salesforce Service Cloud for Mortgage and LendingService Cloud helps lenders and loan servicers manage the conversations that continue long after a loan closes: payment and escrow questions, payoff requests, insurance and tax inquiries, hardship and assistance requests, and complaints.
Who wrote it.
Abstrakt Solutions is a Salesforce Select partner based in St. Louis, with 108 Salesforce certifications, 7 Salesforce accreditations and a 4.95 out of 5 rating from 92 reviews on Salesforce AgentExchange (formerly AppExchange).
The playbook draws on the guidance we publish for mortgage and lending and on 3 of our own projects.
