SOURCE: Webmerge Software

May 23, 2006 13:59 ET

Morgan Financial Empowers Branch Locations With LeadROI Software

Technology Improves Lead-to-Closing Ratios During 15-Office Trial

PHOENIX, AZ -- (MARKET WIRE) -- May 23, 2006 -- Morgan Financial Inc., a mortgage lending and investment company headquartered in Chandler, Ariz. and Portland, Ore., today announced the launch of LeadROI, a proprietary Lead Management / CRM product of Webmerge Software, in its network of 150 offices in 23 states. The launch follows a 15-office trial program that successfully translated potential mortgage customer data into an efficient sales-cycle tracking system -- resulting in more closed transactions.

"We have a unique approach to marketing our home loan products that has been highly successful for us," said Morgan Smith, president of Morgan Financial. "Rather than focus on traditional marketing, we invest in recruiting high-quality loan officers and managers, and then provide them with custom-made, innovative technology to facilitate successful relationships with borrowers. The LeadROI software solution gives our people an edge, and fits our business model perfectly."

LeadROI, a mortgage leads and sales force automation software tool developed by Webmerge Software, based in Costa Mesa, Calif., provides an efficient system for handling raw data from sales lead providers and potential customer inquiries. LeadROI distributes and tracks the data, enabling Morgan Financial's loan officers and managers to increase sales through customer service efficiencies and determine the credibility of third-party lead providers.

Raj Parekh, President of Webmerge, explained, "When we first met with Morgan Smith and learned about Morgan Financial, it was obvious that our LeadROI solution, coupled with our integration with a growing number of mortgage lead providers, was a perfect fit and would help Morgan branches derive true value from their marketing investment.

"Morgan Financial has been very successful in the home loan industry by investing in its employees -- giving them every opportunity to be successful, and that means choosing best-of-breed technology. When we developed LeadROI -- we had just that in mind -- to create efficiencies that allow mortgage professionals to be more successful at converting leads to loans," Parekh said.

Smith added, "The environment in today's mortgage industry has become increasingly competitive for credible sales leads and having a solution that tells us how our branches, loan officers, and lead providers are performing is critical to short- and long-term success."

Mortgage lenders make a significant investment when they empower agents with mortgage leads. In order to properly handle the leads, they verify that the lead providers are selling quality data, and then make certain that the loan agents are successfully managing and following up with potential customers in an efficient manner. The LeadROI software automates, tracks and gives visibility into the lead to loan lifecycle so mortgage companies, direct lenders, and financial institutions improve inefficiencies in their sales process.

Webmerge Software builds custom-made, workflow efficiency software for a variety of enterprise applications within the banking and financial services industries. The company's premier product, LeadROI, was developed specifically for the mortgage industry; however, each client application is customized based on the business model and needs of that particular company.

About Morgan Financial, Inc.

Morgan Financial is a mortgage lending firm that provides funding for residential, commercial and investment properties. Founded by Morgan Smith in 1995, the company's extensive network of lenders provides competitive rates in the ever-changing real estate market, regardless of the borrower's credit history. The firm's professional loan agents, located in 23 states, have provided quality service while helping thousands of families obtain the right home loans for their particular needs. For information on becoming a Morgan Financial Loan employee, call (866) 889-6928 or visit

About Webmerge Software

Webmerge Software, creator of LeadROI, develops commercial software applications using the latest techniques and strategies for organizations ranging from small businesses to Fortune 500 companies. Its software helps companies maximize their technology investments by lowering costs through more functional software applications. As a complete technology partner, Webmerge provides business process analysis, system design, information modeling, network security and scalable software development. Webmerge helps its clients to become more profitable through a more efficient flow of information and streamlined processes. For more information, visit

About LeadROI

Webmerge Software's proprietary LeadROI was created specifically for the home mortgage industry to manage the process of collecting, rapidly distributing, and controlling distribution of home mortgage inquiries to mortgage brokers and direct-lender loan officers. LeadROI is a productivity tool that improves the loan officer's ability to monitor and control the lead completely through the sales cycle, ultimately closing more transactions through improved response time and customer service. For more information, visit

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