Freedom Mortgage
Solution Stack
Service Cloud, Marketing Cloud, Live Message
Business Units
Borrower Experience, Sales, Support
Services
Advisory, Implementation, Integrations, Delivery-as-a-Service
Timeline
22 weeks
Founded by a family and serving communities since 1990, Freedom Mortgage has helped millions of Americans purchase and refinance their homes—an essential step toward long-term financial stability. As one of the nation’s leading mortgage lenders, they are committed to making homeownership more accessible, with a strong focus on first-time buyers, U.S. Veterans, and active-duty service members.
A conversation with Marcus Bontrager, EVP of Call Center Operations
The Mortgage Meltdown
Problem
Freedom Mortgage was losing loans and confidence. Customers dropped off mid-process, surveys flagged poor communication, and loan closure delays were hurting revenue. Without a clear view of the borrower journey, internal teams were stuck reacting instead of guiding.
Process
Rather than push harder on the same broken process, Freedom made a big bet: redesign the borrower journey with Salesforce at the center.
Fortimize partnered to help them rebuild from the inside out. With Service Cloud as the command center, and Live Message and Marketing Cloud delivering timely nudges, teams could finally see the full story. Borrowers got reminders when they needed them, answers before they asked, and visibility every step of the way.
Results
What changed? Everything. Within a year, close rates jumped 30%, loan timelines shrank, and Freedom pulled in $15 million in additional revenue. More importantly, borrowers stopped falling through the cracks. And the team who once felt reactive started leading the experience—with confidence.
Executive Outcomes | Operational Impact | Technical Shift |
|---|---|---|
$15M revenue recovery | Faster loan closures | Centralized systems |
Pipeline visibility | Automated follow-ups | Improved ad-space |
Borrower Experience Impact
Borrowers no longer felt left in the dark. Automated reminders, real-time updates, and faster response times meant fewer drop-offs and a smoother, more transparent path to closing. Instead of chasing updates, borrowers felt supported and informed—building trust from application to approval.
