Copyright 2007, Aclient Software Systems, Inc. 1 CRM / Databasing Call Jan 11, 2007 Database Basics...

Copyright 2007, Aclient Software Systems, Inc.

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CRM / Databasing CRM / Databasing Call Jan 11, 2007Call Jan 11, 2007

Database Basics

Eric Risley, CEOWayne Hohler, VP DevelopmentAclient Software Systems, IncMyMortgageHost.com


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Agenda What is “databasing”? What is a database? Usage in the mortgage industry Types of databases Database pitfalls to avoid Summarize Questions?


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Overview Better “databasing” leads to better

business practices and profits “Database” explained How they are used in the mortgage industry Types of databases, choosing a database Avoiding database mistakes Building your client database


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What is “Databasing”?

We are using this term to mean storing related information in a managed database solution.

Primarily our client information for sales and marketing purposes.

Using this information to perform a variety of mortgage tasks.


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What is a Database?

"A database is a collection of information stored in a computer in a systematic way, such that a computer program can consult it to answer questions."

- WikiPedia


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What is a Database?

Common uses in the mortgage industry client information loan information prospect information for marketing task list / client follow-up and many others…


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Usage in the Mortgage Industry

Organization Finding information when you need it

Example: a past client calls 6 years after closing a loan. If data-based properly, you can retrieve the client’s information quickly instead of hunting it down and calling the client back later.

Example: a prospect calls back after discussing a loan with you. If data-based properly, everything important that was discussed is readily available.


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Proactive Marketing “Databasing” can be used to market to

prospects and clients Example: follow-up lists. Use your database to

find out who you need to talk to today. Example: automated marketing. Used in

conjunction with software that finds out from your database what kind of marketing message is appropriate, then goes and creates it or sends it by email.


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Immediate Information “Databasing” can be used to provide

immediate answers for your prospects. Example: The software application may include

functions that use the database information immediately. Amortization schedules Payment calculations APR calculations Existing loan balance


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Paperwork Reduction “Databasing” can be used to provide

immediate reports, disclosures, and 1003. Example: The software application may include

functions that use the database information to generate reports and other loan paperwork. Loan comparison and other marketing reports State disclosures 1003 Application and other Forms Information stored for easier modifications


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Types of Databases Choosing a database application by

Type: Non-Relational vs. Relational Non-relational: Good for simple, single task

applications that only need to store limited information.

Relational: Good for complex multi-function applications that will store mass amounts of information.


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Common Databases

Access (Microsoft) Non-relational database commonly used by

desktop applications. Readily available. Included in most MS-Office

bundles. Has some relational functionality, but not true

relational database. Slow performance Not a true web-based application database


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Common Databases

MySQL (MySQL AB) Relational database commonly used by

internet based applications. Open source. Free for developers. Released in 1996. Better performance and capabilities than Access Slower performance than other relational

databases


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Common Databases

InterBase (CodeGear), Oracle (Oracle), Sybase (Sybase) High-end relational databases commonly

used by intranets and web based applications. Expensive Best for single-company specific complex

applications


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Common Databases

MS-SQL (Microsoft) Relational database commonly used by

intranets and internet applications. Expensive Fast performance Stability Ideal for complex web-based applications Ideal for mass data storage


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Avoiding pitfalls Be aware that databases do not talk to

other databases very well! If you are using multiple applications in

your business, make sure you can exchange the information you need between applications.

Is there an added cost for translators?


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Avoiding pitfalls Keep your data current!

Many software users do not maintain their data correctly. Make sure client data is up to date. For

example, make sure to follow through and update the client record when a loan is closed. This way the data can be used to generate reports of closed loans and refinance opportunities later on!


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Avoiding pitfalls Don’t “Kludge” your data!

Many software users think they are saving time by duplicating client records instead of looking up the record. Kludge: “a clumsy or inelegant solution to a

problem or difficulty.” - WikiPedia Multiple records WILL waste far more time later! Multiple records WILL slow down your database.


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Building Your Client Database

CRM: Customer (and Partner) Relationship Management

Define the Information you want to keep. Transactional Demographic Psychographic

Build email distribution lists for marketing Drive potential customers to your website Database EVERY potential client that

contacts you or you get info on other ways.


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Summary Databases and database driven applications

are used to store important information that helps organize your business and make your business more profitable.

Database driven applications can provide you with marketing tools and immediate information that can help close sales.


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Summary There are several database types and

vendors. Each has it’s own strengths and weaknesses. Performance, cost, and stability are the main considerations.

Relational databases are better for complex solutions and most web based applications.


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Summary Databases do not communicate with

each other very well. Make sure you ask questions about this before adding new software solutions.

Keeping your data current, unduplicated, and well-maintained will make your business more organized and profitable.


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Summary Determine the information you want to

keep and make sure you have a system or systems in place to use that information.

Build you database. Use your database effectively with

clients and partners.


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Questions? Feel free to ask questions!

For highly technical or any specific questions you would like to ask outside this forum, please contact us at:

Eric Risley / Wayne Hohler

[email protected]

Tel: (508)760-3166

mailto:[email protected]

Copyright 2007, Aclient Software Systems, Inc. 1 CRM / Databasing Call Jan 11, 2007 Database Basics...

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