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What CRM does Fairway use?

Answered by Holly Mattson, President of Recruiting · Updated

Holly Mattson President of Recruiting, Fairway

Total Expert. At Fairway it comes with Customer Intelligence — which flags real borrower intent in your database like rate opportunities, equity milestones, credit inquiries, listing activity, and life events — and Brianna, an AI sales assistant that automatically reaches out, engages, schedules appointments on your calendar, and prompts six-month mortgage reviews.

At Fairway you are equipped with more than a CRM. Through Total Expert you get an AI-powered sales assistant paired with advanced Customer Intelligence that identifies real borrower intent inside your database — so you stay relevant without adding hours to your day.

Customer Intelligence: know when to reach out, before they call someone else

Customer Intelligence automatically identifies when it is time to reach out based on real borrower activity — no guessing, no cold calling. It watches for:

  • Interest-rate opportunities in your database
  • Home-equity milestones reached by past borrowers
  • Mortgage credit inquiries — someone is shopping
  • Listing activity from your sphere of influence
  • Credit improvements that now qualify a previously declined borrower
  • Major life events — marriage, new job, growing family

Brianna: the AI assistant that never stops working

When Customer Intelligence spots an opportunity, Brianna moves the conversation forward automatically, so no lead goes cold while you are focused on closing. She:

  • Initiates borrower outreach automatically when an opportunity is detected
  • Engages borrowers through personalized, automated communication
  • Schedules appointments directly to your calendar
  • Prompts six-month mortgage reviews to keep your pipeline warm

Automated journeys — birthdays, rate watches, annual reviews — run on top of all of it. The database works your book so you can work your relationships.

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Loan officersWhat technology does Fairway give loan officers?A five-system stack: your own launch-ready personal website, Navigator (Fairway's proprietary AI layer built on partnerships with Anthropic and OpenAI), Total Expert CRM with automated journeys and an AI sales assistant, branded reporting that generates polished proposals in minutes, and business intelligence on your market, partners, and pipeline.Read Holly's answer →Loan officersDoes Fairway provide leads to loan officers?Yes — FairwayLeads. More than 70,000 exclusive leads are generated annually, each assigned to one LO (never pooled or resold), worked by an in-house team before they reach you, and scheduled as appointments on your calendar. The program has set 15,754 appointments with a 74% response rate, and 75% of leads are not yet working with an agent.Read Holly's answer →Loan officersDoes Fairway use AI?Yes. Fairway has partnerships with both Anthropic (Claude) and OpenAI (GPT), and built Navigator — its own proprietary AI layer — on top of them. Navigator runs in originators' hands today for pre-approval speed, document analysis, branded reporting, competitive intelligence, and content in your voice. The rule: AI augments the loan officer; it never replaces one.Read Holly's answer →

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