Salesforce build for a US mortgage broker
Context
A US mortgage broker was using Salesforce out of the box and finding it generic — Leads and Opportunities did not map to mortgage stages, reporting did not reflect the lender pipeline, and loan officers were maintaining parallel spreadsheets.
The problem
Salesforce is powerful but generic. Mortgage origination has its own pipeline (lead → pre-qualified → application → underwriting → clear-to-close → funded) and its own data model (loan amount, lender, rate, LTV, debt-to-income). Without configuration that reflects mortgage reality, loan officers route around the system.
What we built
Custom objects for loans, lenders, and rate locks. Workflow rules that automatically advanced the pipeline based on document submission and approval events. Reporting that reflected the broker's real pipeline, broken down by lender and loan officer. Integration with the loan origination system so data flowed automatically rather than being typed twice.
Outcome
Loan officers stopped maintaining parallel spreadsheets. Pipeline reporting moved from weekly manual rebuilds to live dashboards.