CMS+CRM: Rapid Lead Qualification for MutuiSi

CMS+CRM to qualify leads in record time

Through the creation of an innovative website built on the CMS integrated CRM platform and a series of sophisticated configurators, we provided MutuiSi with a technologically advanced tool to qualify users through a "do-it-yourself" online pathway, ranging from requesting information to generating the best mortgage quote based on the offerings of multiple partner banks.

MutuiSi was founded in 2011 with the goal of offering customers an online mortgage brokerage service, always up-to-date and totally free. In 2020, it became part of Monety srl, a Gabetti Group company, effectively becoming the digital identity of Monety with a daily traffic of about 3,000 users who want to compare the best mortgage offers on the market, be updated on news from the mortgage world, have access to guides and many other useful information.

Challenge

A user-friendly, interactive website

MutuiSi needed to revamp its website by promoting fresh, youthful branding with a focus on the customer experience offered. The goal was to translate the complexity of applying for a mortgage into a "do-it-yourself" online path that, through successive steps of contact profiling, would arrive at the generation of a real quote with simple steps that could be easily understood in all details even by the less experienced in financial matters.
At the same time, it was necessary to include in the process the collection of as much information about the applicant as possible, so as to transmit already profiled contacts to the banks and streamline the paperwork for mortgage finalization The whole process had to take place in the shortest possible time to get ahead of competitors and secure the fee agreed with the bank.

Integrating CMS and CRM for a successful outcome

We handled the development of the new MutuiSi website by building it entirely on the CMS integrated into the CRM platform and linking it to the Sales and Marketing modules. The site consists of two macro structures: one to support attraction/inbound activities and one configuration for quote formulation and inbound lead management.

Structure 1: site + blog for inbound-attraction activities

In addition to the site pages, we made 4 blog areas, divided by topics (Buying Home, Magazine, News, Glossary) finalized:

to the creation of a content palimpsest capable of responding in a timely manner to all the questions and needs of the public interested in a mortgage;

to SEO positioning (intercepting online audiences potentially interested in taking out a mortgage with valuable content);

To branding MutuiSi as an industry leader.

Structure 2: mortgage configurators + commercial pipeline for managing mortgage applications

We have developed three configurators:

"Know your budget": through which customers can immediately know their ideal installment by simply entering their monthly income without entering personal data;

"Find the perfect mortgage for you": thanks to which, after entering some detail data such as location, desired energy class, etc., the customer can choose the best personalized offer and make a mortgage application.

an additional configurator installed in the back-end for use by counselors to customize mortgage offers in the direct contact phase with the applicant.

All the data collected interact with the CRM, which, based on the information entered by the customer, returns personalized answers such as rate, APR, period, best mortgage among those offered by banks, up to the creation of the quote.
In addition, the interaction that takes place on the configurator automatically activates the commercial pipeline and lead scoring process (also managed in the CRM platform) until the file is taken over by the MutuiSi team, which contacts the applicant to finalize the information collection and pass the file to the bank branch closest to the contact's residence.

Digital technology as a driver for sales

The tools we implemented have enabled MutuiSi to elevate the customer experience offered to a very high level: people are taken through an online process that can be activated h24 and is totally autonomously managed, culminating in the formulation of a real quote without the need to visit multiple banks to find the best solution for their needs.
The positivity of the customer experience continues offline, where the person is greeted by an advisor who already knows his or her history and needs. MutuiSi also has a digital tool at its disposal that allows it to be extremely competitive in terms of speed of handling/responding to contact and thus creating profiled leads to pass on to banks.

The numbers testify to the quality of our solution:

from September 2022 to May 2023, more than 2,800 applications for mortgages or subrogation were received, of which nearly 150 were actually stipulated (with a total amount of nearly €23 million in value);

during the same period, the MutuiSi team handled about 540 Tickets for generic assistance from site visitors seeking 360-degree mortgage information.

Solutions

Company

Investors

MutuiSi - CMS+CRM

CMS+CRM to qualify leads in record time

Challenge

A user-friendly, interactive website

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Proposed Solution

Integrating CMS and CRM for a successful outcome

Structure 1: site + blog for inbound-attraction activities

Structure 2: mortgage configurators + commercial pipeline for managing mortgage applications

Results

Digital technology as a driver for sales

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