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Advertising and marketing and recruiting platform Massive Purple Dot has launched a brand new service that harnesses information from CoreLogic to assist mortgage lenders determine top-performing mortgage officers after which automate the method of wooing them from rivals.

Information from the Nationwide Multistate Licensing System points a singular identifier, or NMLS ID, for particular person mortgage officers, permitting lenders to trace the manufacturing of their rivals’ mortgage officers by product kind, mortgage quantity and geography. Information aggregators like CoreLogic and rival Attom Information Options will present mortgage officer information to lenders trying to recruit high expertise.

However Massive Purple Dot says its new service, BPD Recruit, stands out by offering steady syncing with a buyer relationship administration (CRM) system, eliminating guide information entry and offering real-time entry to candidate data.

Roxana Davidoff

“We’re thrilled to be redefining the panorama of expertise acquisition within the mortgage business,” Massive Purple Dot founder and CEO Roxana Davidoff stated in a press release. “BPD Recruit units us aside from our rivals and empowers our purchasers to take their recruitment methods to new heights and construct high-performing groups.”

Massive Purple Dot introduced in March that it had built-in ChatGPT into its CRM platform, which permits recruiters, actual property brokers and mortgage officers to harness pure language processing capabilities to answer leads “in a extra human-like approach.”

Whereas BPD Recruit PRO presents pre-built recruiting campaigns with branded templates, ChatGPT integration helps recruiters “deal with recruiting objections effortlessly and navigate recruiting conversations successfully,” the corporate stated in launching the brand new product Tuesday.

To help the growth of its recruiting platform, Massive Purple Dot has employed mortgage advertising veteran Masana Noma-Weprin as chief product officer.

Earlier than hiring in at Massive Purple Dot in January, Noma-Weprin served as vp of promoting for a number of mortgage lenders, together with Revolution Mortgage, TotalChoice Mortgage and Homeside Monetary.

Masana Noma-Weprin

“As a buyer for seven years, I’ve been an enormous fan of the Massive Purple Dot person expertise and imagine strongly in its superior and nimble advertising platform,” Noma-Weprin stated in a press release.

Final 12 months’s abrupt rise in mortgage charges introduced an finish to a worthwhile refinancing increase and compelled mortgage lenders to compete extra intensely for enterprise from homebuyers. That has made high-performing mortgage officers — who usually have good connections to native actual property brokers and debtors — a sizzling commodity.

The nation’s largest mortgage lender, United Wholesale Mortgage (UWM), overtook Rocket Mortgage final 12 months partially by persuading mortgage originators who work for banks and different retailer lenders to defect to unbiased mortgage brokerage outlets.

Final month Guild Mortgage shaped a brand new district with eight department places of work in Northern California by recruiting 40 workers who originated greater than $350 million in loans final 12 months away from rival Fairway Unbiased Mortgage Corp.

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E-mail Matt Carter