CRM
Priya Raman · 14 contacts · 11 deals · as of 2026-08-07
Generic CRMs treat a loan as a deal that closes and ends. In mortgage the relationship outlives the loan — the value is the rate-drop four years later, the anniversary, and the realtor who sent them. So this model is built around referral partners, recurring loans, and triggers that watch the world rather than the pipeline.
Pipeline
Triggers
A trigger fires a hypothesis, not a message. Loan processing is fully autonomous — AMY only escalates for a handful of authority reasons. Contacting a past client is a different kind of call: a relationship decision, not a fact to verify. So a trigger creates a task and a loan officer decides.
- Rate drop ≥ 50 bps Elena Sokolov Open
Call Elena Sokolov about refinancing — rate 7.125% vs par 5.875% — 125 bps
- Rate drop ≥ 50 bps Sam Okafor Open
Call Sam Okafor about refinancing — rate 6.875% vs par 5.875% — 100 bps
- Rate drop ≥ 50 bps Tomas Reyes Open
Call Tomas Reyes about refinancing — rate 7.375% vs par 5.875% — 150 bps
Audience: past clients funded 6+ months ago whose rate is at least 50 bps above par. 3 enrolled.
- day 0 Your rate is above today’s market · stops on reply
- day 4 The numbers, specifically · stops on reply
Opted-out contacts are never returned by the audience filter, and opting out cancels queued outreach immediately.
Referral attribution
A realtor is not a contact with a tag — they are a source with attributable volume. This is the report a loan officer opens on Monday.
| Partner | Company | Deals | Funded | Volume |
|---|---|---|---|---|
| Nina Alvarez | Alvarez & Co Realty | 6 | 3 | $1.2M |
| Trent Boyle | Boyle Group | 2 | 0 | $0 |
| Cecile Marchetti | Marchetti Wealth | 2 | 0 | $0 |
- Call Elena Sokolov about refinancing — rate 7.125% vs par 5.875% — 125 bps 2026-08-09created by “Rate drop ≥ 50 bps”
- Call Sam Okafor about refinancing — rate 6.875% vs par 5.875% — 100 bps 2026-08-09created by “Rate drop ≥ 50 bps”
- Call Tomas Reyes about refinancing — rate 7.375% vs par 5.875% — 150 bps 2026-08-09created by “Rate drop ≥ 50 bps”
Or keep the CRM you have
Salesforce
Every write is an upsert keyed on AMY_Id__c — the only duplicate-safe write pattern in the platform, and the reason retries are free. Related writes go through /composite so a borrower, their loan and the activity that logged it are one atomic call rather than three that can half-fail.
capability matrix →Total Expert, Surefire, Velocify, HubSpot
Each is shaped by a different assumption — mortgage-native objects, campaign triggers, speed-to-lead, or generic-but-cheap. AMY maps to what each one actually is rather than pretending they are the same product.
see all five →Same interface either way
AMY CRM implements the identical CrmAdapter contract as Salesforce. A shop can start here and migrate later without a change above the adapter layer — and wrapping the native one keeps it honest about the contract.