In today’s competitive mortgage landscape, digital transformation isn't just an advantage—it’s essential. A leading regional bank recently embarked on a transformative journey by implementing HubSpot CRM and integrating it with its Encompass Loan Origination System (LOS). This powerful combination equips loan officers with a unified platform, automates manual tasks, and delivers a superior borrower experience.
Through this case study, you’ll discover the strategic reasons behind choosing HubSpot, the technical and operational benefits of integrating with Encompass, and how this integration empowered loan officers to close more loans efficiently—all with guidance from Proven ROI.
The Challenge: Siloed Systems and Operational Bottlenecks
1. Fragmented Client Data
Loan officers were forced to navigate between Encompass for loan files and spreadsheets or standalone CRMs for tracking borrower interactions. This fragmentation led to data gaps, miscommunication, and elevated risk.
2. Time-Consuming Manual Tasks
Without automated workflows, loan officers spent hours on duplicate data entry, mortgage status updates, and client follow-ups. This diverted focus from high-value relationship-building activities.
3. Poor Visibility for Leadership
Bank leadership lacked real-time visibility into loan pipeline health, borrower engagement, and team productivity. Week-old reports stifled agility and decision-making.
4. Inconsistent Borrower Experience
With multiple tools and varying processes, borrowers faced inconsistent messaging, delayed responses, and lack of personalization—even from within the same institution.
Strategic Solution: HubSpot CRM + Encompass Integration
To overcome these pain points, the bank implemented a two-pronged strategy:
- HubSpot CRM Adoption
- Centralized lead and borrower data
- Streamlined communications through email, phone, and meetings
- Enhanced pipeline tracking and reporting
- Encompass LOS Integration
- Bi-directional sync of loan status between Encompass and HubSpot
- Automated task creation in HubSpot for key loan events
- Custom property mappings to ensure data integrity
With both systems in sync, loan officers gained a powerful toolset to manage borrowers efficiently while leadership achieved real-time visibility into pipeline performance.
How the Integration Works: Benefits and Functionality
Centralized Borrower Profiles
Loan details—such as loan type, status, and closing dates—sync automatically from Encompass to HubSpot. Borrower records in HubSpot now reflect the entire loan lifecycle, reducing errors and creating full transparency.
Automated Pipeline Management
When a loan moves from “application submitted” to “document sent,” a HubSpot workflow triggers automated next-step tasks—whether that’s initiating a welcome email, requesting appraisals, or scheduling closings. This ensures consistency and eliminates manual oversight.
Engagement Tracking and Insights
Loan officers now benefit from HubSpot’s engagement analytics. Every email open, click, meeting, or document exchanged is time-stamped and logged—providing visibility into borrower readiness and interest.
Custom Alerts and Notifications
Teams receive instant notifications for stalled loans, missing documents, or overdue steps. This proactive approach improves borrower responsiveness and reduces cycle time.
Enhanced Reporting Capabilities
Dashboards compile data from both platforms into one view. Leadership can monitor loan volume, cycle times, pipeline conversion, and borrower satisfaction—enabling data-driven strategy and resource allocation.
Impact: Metrics That Matter
Increased Loan Officer Efficiency
- Save 4–6 hours weekly per officer: The time saved from eliminating manual data entry and redundant tasks adds up quickly.
- 20% faster average loan turnaround: Automated steps and real-time tracking improve responsiveness.
Improved Borrower Experience
- More timely communication: Automated messaging reduces lag and improves borrower confidence.
- Higher customer satisfaction scores: Consistency and transparency have lifted borrower NPS scores by 15%.
Oversight and Control for Leadership
- Real-time pipeline visibility: Instant insights allow proactive management and quick problem resolution.
- Robust analytics: Reports now highlight trends in loan types, borrower demographics, and officer performance.
Why This Integration Succeeds: The Proven ROI Framework
1. Experience
Proven ROI has deep expertise in both HubSpot loyalty and the mortgage industry, empowering us to understand unique loan process workflows.
2. Expertise
We architected a scalable integration that mapped more than 50 custom fields—loan terms, borrowers, interest rates—ensuring flawless sync between systems.
3. Authoritativeness
This solution is leveraged by multiple lenders across the U.S., each benefiting from tighter processes and borrower satisfaction.
4. Trust
Robust API-based syncing with error handling, audit logs, and a dedicated support plan ensures system reliability and compliance.
Step-by-Step: How We Built the Integration
- Discovery & Mapping
Detailed workshops defined what data mattered—borrower statuses, milestones, KPIs—and shaped the integration scope. - Custom Field Setup
Unique properties in HubSpot were created to capture Encompass loan metadata with clear naming conventions. - Workflow Design
Automation rules were aligned with regulatory compliance and standards, ensuring notifications, tasks, and document triggers happened on time. - Testing & QA
Internal pilots were run across teams before rollout, including exception handling scenarios and audit reviews. - Deployment & Training
Loan officers attended live training sessions, supported by full documentation and on-demand help. - Monitoring & Optimization
Post-launch monitoring spotted early bottlenecks. Quarterly optimization sessions aligned changes to evolving business needs.
Key Takeaways for Other Financial Institutions
- Invest in Unified Data Visibility
Integrating CRM and LOS helps ensure data consistency and organizational alignment. - Automate Where You Can’t Afford Mistakes
Compliance requires timely, consistent actions—workflows help prevent missed steps. - Align Tools with Borrower Journey
Structured communication earns trust, shortens timelines, and improves metrics. - Close The Feedback Loop
Use engagement data to coach officers, prioritize leads, and optimize process flows.
Final Thoughts: Driving Results Through Smart Integration
By implementing HubSpot CRM and integrating it directly with Encompass, the bank delivered a best-in-class experience for both loan officers and borrowers. What started as a data and time inefficiency turned into a strategic advantage—enabling transparency, speed, and satisfaction.
If you're considering similar change, Proven ROI offers a proven approach: strategy-led, expertly executed, and aligned with your growth goals. Automate the integration. Empower your team. Delight your borrowers.
