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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
Copyright 2007, Aclient Software Systems, Inc.
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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?
Copyright 2007, Aclient Software Systems, Inc.
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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
Copyright 2007, Aclient Software Systems, Inc.
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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.
Copyright 2007, Aclient Software Systems, Inc.
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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
Copyright 2007, Aclient Software Systems, Inc.
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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.
Copyright 2007, Aclient Software Systems, Inc.
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Usage in the Mortgage Industry
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.
Copyright 2007, Aclient Software Systems, Inc.
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Usage in the Mortgage Industry
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
Copyright 2007, Aclient Software Systems, Inc.
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Usage in the Mortgage Industry
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
Copyright 2007, Aclient Software Systems, Inc.
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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.
Copyright 2007, Aclient Software Systems, Inc.
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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
Copyright 2007, Aclient Software Systems, Inc.
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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
Copyright 2007, Aclient Software Systems, Inc.
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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
Copyright 2007, Aclient Software Systems, Inc.
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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
Copyright 2007, Aclient Software Systems, Inc.
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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?
Copyright 2007, Aclient Software Systems, Inc.
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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!
Copyright 2007, Aclient Software Systems, Inc.
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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.
Copyright 2007, Aclient Software Systems, Inc.
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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.
Copyright 2007, Aclient Software Systems, Inc.
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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.
Copyright 2007, Aclient Software Systems, Inc.
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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.
Copyright 2007, Aclient Software Systems, Inc.
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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.
Copyright 2007, Aclient Software Systems, Inc.
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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.
Copyright 2007, Aclient Software Systems, Inc.
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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
Support@MyMortgageHost.com
Tel: (508)760-3166
END
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