Automating the loan application process for property finance

Automating the loan application process for property finance

This innovative pioneer in property loans was the first South African company to offer an alternative to bond finance in the open market. The company serves creditworthy consumers who can afford finance but may not have all the required documentation that traditional bond financers require. Automated finance applications had the potential to significantly boost their operations.

The Situation

The finance house receives multiple applications for home loans on a daily basis. They wanted an automated finance application process to ensure that all applications were processed speedily and accurately, without any going missing or being unnecessarily delayed.

Search for a Solution

Inspired Marketing was approached to map out and automate the flow of processes pertaining to home loan applications. Built-in triggers were also required to ensure that applications did not get stuck in the application pipeline, or to prevent missing documentation from putting applications on hold.


The establishment of an automated marketing automation and CRM platform that seamlessly automates internal home loan application processes and manages communication with customers in a consistent and reliable manner.

Desired outcome:

Develop a reliable system that:


  • captures client information,
  • processes loan applications,
  • ensures that applications do not get delayed by missing information or inaction,
  • sends out notifications and tracking interactions.

Distributes communication about upcoming events and follow-up information.

Creates a dashboard to track performance and ROI.

What we did

Inspired Marketing delivered the following:

  1. Set up marketing automation with a built-in sales CRM software platform.
  2. Segmented contacts into relevant persona groups.
  3. Mapped out the loan application process – from first contact to successful application.
  4. Created e-mail content and sequences, campaign web pages with sign-up forms, information web pages, notifications, smart emails and dynamic content.
  5. Set up the marketing workflow automations, tested the processes and activated the campaigns.
  6. Enabled performance analytics for real-time feedback.

The Result

The company and its clients can now rely on a platform that delivers automated finance applications, identifies missing information or documentation and tracks progress of applications along the application pipeline. They are further able to use marketing automation functionalities to market themselves to their desired audience (bond originators) and subsequently refer to reporting statistics to track which marketing efforts offer the best results.

Automating the loan application process for property finance
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