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The Mortgage Tech Trap: Why Your CRM Won’t Save You

John Jurkovich (The Broker Builder)
February 5, 2025

The mortgage industry is in a full-on tech revolution. If you think you can keep doing business the way you did 10 years ago and survive, you’re dead wrong.

The next generation of homebuyers expects a seamless digital experience, but they also want a human touch when they need it. That means mortgage companies have to figure out how to blend automation with real connection—and fast.

That’s why I sat down with Liz Short, CEO of Short Solutions, a consulting firm that helps mortgage companies optimize their people, processes, and technology. Liz is a 20+ year mortgage industry veteran (though she somehow still looks 25), and she’s obsessed with one thing: getting sh*t done.

If you’re struggling to implement technology, scale your business, or even just make your CRM work the way it’s supposed to, Liz has some no-BS insights that will help you right now.

Why Most Mortgage Companies Are Screwing Up Technology

Liz sees the same problems over and over when it comes to tech adoption in mortgage companies:

  1. No Clear Vision
    • Companies buy software because it sounds good, but they don’t have a strategy for using it.
    • They let the technology dictate their process instead of building tech around their actual needs.
  2. Trying to Do Too Much at Once
    • Mortgage execs think they can roll out 10 different solutions at the same time—then wonder why nothing gets adopted.
    • They overestimate what they can do in a month and underestimate what they can accomplish in a year.
  3. Tech Isn’t Integrated Properly
    • Many companies claim they have a “fully integrated tech stack,” but in reality, it’s just some guy named Bob exporting data from one system and uploading it to another.
    • If your tech doesn’t talk to each other, you don’t have a tech stack—you have a mess.

The Right Way to Implement Technology in Your Mortgage Business

So, how do you actually get this stuff to work?

Here’s Liz’s three-step framework for making tech work FOR you instead of against you:

1. Define Your Vision First

Before you sign up for anything, get crystal clear on what you actually need. Ask yourself:

  • What’s my biggest bottleneck right now?
  • What are my non-negotiables in a CRM, LOS, or POS?
  • Does this software align with the way I want to run my business?

If you don’t know where you’re going, no software will get you there.

2. Focus on One Thing at a Time

Instead of trying to fix everything at once, find ONE problem and solve it completely before moving on.

For example:

  • If lead conversion is an issue, fix your CRM and follow-up automation first.
  • If your team is drowning in manual tasks, focus on LOS integrations before touching anything else.

3. Make Sure Your Tech Actually Works Together

Your LOS, CRM, and marketing automation need to be in sync. If they aren’t, you’re wasting time and money.

Pro Tip:

  • If you have to manually enter the same data in multiple places, your tech stack is broken.
  • Before adding new tech, make sure you’re fully using the features of what you already have.

 

 

The Mortgage Industry is Changing—Are You?

Liz had one major takeaway:

“The next generation of homebuyers will dictate which mortgage companies survive—not the loan officers.”

Buyers don’t care what LOS you use.
They don’t care what CRM you have.
They just want a fast, seamless experience with real human support when they need it.

If you don’t evolve your tech, your process, and your customer experience, you’ll get left behind.

If I Were a Mortgage Broker Today, Here’s What I’d Do

Liz and I talked about this—and if either of us were starting a mortgage company from scratch, here’s the exact tech roadmap we’d follow:

Step 1: Start with a CRM

If you don’t have a CRM, you’re already behind. Get one, learn how to use it, and commit to making it work before adding anything else.

Step 2: Choose an LOS That Works with Your CRM

Not all LOS platforms play nicely with CRMs. Make sure they integrate seamlessly before making a decision.

Step 3: Add a POS That Fits Your Customer Experience

Your point-of-sale system needs to match how your customers want to interact with you—not just what your LOS provider is pushing.

Step 4: Only Add Tech That Solves a Real Problem

Every time you think about adding something new, ask: “Will this solve my biggest constraint right now?”

Thinking About Selling Your Mortgage Business? Here’s What Actually Adds Value

Believe it or not, there’s a market right now for mortgage brokers doing $50M-$100M a year.

Private equity firms and larger lenders are buying brokerages, and how much they’ll pay depends on one thing: Is your business actually an asset, or is it just a job?

Companies that get top dollar have:
Standard Operating Procedures (SOPs) for everything
✔ A scalable tech stack (not a duct-taped mess of platforms)
✔ A recruiting & retention strategy that doesn’t rely on the owner being in the trenches
Data & analytics that show predictable revenue growth

If you ever want to sell your business—or just step away without it falling apart—you need to start thinking like a real CEO, not just an originator.

Final Thoughts: Stop Overcomplicating It & Just Get Sh*t Done

Liz has helped dozens of mortgage companies streamline their tech, fix broken processes, and actually scale in a way that makes sense.

Her biggest piece of advice?

“You don’t have to know everything—you just have to find the right people who do and let them do their job.”

If you’re struggling with tech, processes, or scaling, reach out to Liz. And if you need help figuring out your next step in business, let’s talk—I’d love to help.

The mortgage industry isn’t getting easier—but the people who adapt will win.

Connect with Liz Short on LinkedIn: https://www.linkedin.com/in/thelizshort/

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John Jurkovich (The Broker Builder)

My name is John Jurkovich aka "The Mortgage Broker Builder". I've been building mortgage companies and running sales teams for the last 3+ Decades. I recently decided it was time to take my knowledge and experience to the world of Bankers And Brokers so we can grow the future of the mini broker!

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