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The 12 Non-Negotiable Fields in your CRM

Very often it is overwhelming to open your CRM program because you are immediately dazed by the number of fields to fill out, what reminders to set, and what marketing strategies you should use. Most CRM's can be intimidating enough to make you feel like you need a pilot’s license to operate it. From this sometimes daunting perspective it can be hard to imagine how all these fields can connect your business practices in a way that creates harmony and ease in your daily tasks, let alone increase your revenue.

Take comfort in the fact that your CRM and its related technology are a means to an end only and not the end itself. This is especially important when you’re making decisions about what data to collect that will serve you best in the short and long run.


Many people feel pressured to fill out every single field they see from the outset. Let’s release some of that pressure and get back to basics with the recommended must-have fields that you should fill out in your database. The fact is that  a solid foundation of a few non-negotiable fields can have an immediate positive impact on your revenue streams. The other fields in your CRM can be utilized down the line as you get more comfortable with your database tool.  The critical fields listed below are necessary for keeping in touch with clients as well as having a solid baseline for powerful data mining which helps you to drive in new business.

Name  - both borrower and coborrower

Mobile Phone   - for both borrower and coborrower

Work Phone      - for both borrower and coborrower
Email Address  - for both borrower and coborrower

Mailing Address

Referral Source Name

Subject Property Address

Loan Program

Financing Type (Purchase or Refi)

Loan Amount

Loan Rate

Loan Close Date

This may seem like a an obvious list, however, given all the possible fields in most mortgage database tools it is important to note that these will serve as the strongest foundation. In time, you can evolve and layer in additional data to track and mine.  These eleven must-have fields provide a rich database baseline which will allow you to easily look up and communicate  to contacts for potential revenue opportunities.


If you feel overwhelmed by how to go about using your CRM tool, remember that even the most architecturally complex buildings started with a basic unbreakable foundation. Do not let any worries about using your CRM 'perfectly' right from the beginning impede you from taking that first step in recording information in your database. 

We are here to help!  If you need any CRM or marketing assistance please contact us.

Q2 Database Consulting Services
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Zoho and Act! Certified Consulting

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