1. Copyright 2007, Aclient Software Systems, Inc. 1 CRM / Databasing Call Jan 11, 2007 Database Basics Eric Risley, CEO Wayne Hohler, VP Development Aclient Software Systems, Inc MyMortgageHost.com

2. Copyright 2007, Aclient Software Systems, Inc. 2 Agenda  What is “databasing”?  What is a database?  Usage in the mortgage industry  Types of databases  Database pitfalls to avoid  Summarize  Questions?

3. Copyright 2007, Aclient Software Systems, Inc. 3 Overview  Better “databasing” leads to better business practices and profits “Database” explained How they are used in the mortgage industry Types of databases, choosing a database Avoiding database mistakes Building your client database

4. Copyright 2007, Aclient Software Systems, Inc. 4 What is “Databasing”?  We are using this term to mean storing related information in a managed database solution.  Primarily our client information for sales and marketing purposes.  Using this information to perform a variety of mortgage tasks.

5. Copyright 2007, Aclient Software Systems, Inc. 5 What is a Database?  "A database is a collection of information stored in a computer in a systematic way, such that a computer program can consult it to answer questions." - WikiPedia

6. Copyright 2007, Aclient Software Systems, Inc. 6 What is a Database?  Common uses in the mortgage industry client information loan information prospect information for marketing task list / client follow-up and many others…

7. Copyright 2007, Aclient Software Systems, Inc. 7 Usage in the Mortgage Industry  Organization Finding information when you need it  Example: a past client calls 6 years after closing a loan. If data-based properly, you can retrieve the client’s information quickly instead of hunting it down and calling the client back later.  Example: a prospect calls back after discussing a loan with you. If data-based properly, everything important that was discussed is readily available.

8. Copyright 2007, Aclient Software Systems, Inc. 8 Usage in the Mortgage Industry  Proactive Marketing “Databasing” can be used to market to prospects and clients  Example: follow-up lists. Use your database to find out who you need to talk to today.  Example: automated marketing. Used in conjunction with software that finds out from your database what kind of marketing message is appropriate, then goes and creates it or sends it by email.

9. Copyright 2007, Aclient Software Systems, Inc. 9 Usage in the Mortgage Industry  Immediate Information “Databasing” can be used to provide immediate answers for your prospects.  Example: The software application may include functions that use the database information immediately. Amortization schedules Payment calculations APR calculations Existing loan balance

10. Copyright 2007, Aclient Software Systems, Inc. 10 Usage in the Mortgage Industry  Paperwork Reduction “Databasing” can be used to provide immediate reports, disclosures, and 1003.  Example: The software application may include functions that use the database information to generate reports and other loan paperwork. Loan comparison and other marketing reports State disclosures 1003 Application and other Forms Information stored for easier modifications

11. Copyright 2007, Aclient Software Systems, Inc. 11 Types of Databases  Choosing a database application by Type: Non-Relational vs. Relational Non-relational: Good for simple, single task applications that only need to store limited information. Relational: Good for complex multi-function applications that will store mass amounts of information.

12. Copyright 2007, Aclient Software Systems, Inc. 12 Common Databases  Access (Microsoft) Non-relational database commonly used by desktop applications.  Readily available. Included in most MS-Office bundles.  Has some relational functionality, but not true relational database.  Slow performance  Not a true web-based application database

13. Copyright 2007, Aclient Software Systems, Inc. 13 Common Databases  MySQL (MySQL AB) Relational database commonly used by internet based applications.  Open source. Free for developers.  Released in 1996.  Better performance and capabilities than Access  Slower performance than other relational databases

14. Copyright 2007, Aclient Software Systems, Inc. 14 Common Databases  InterBase (CodeGear), Oracle (Oracle), Sybase (Sybase) High-end relational databases commonly used by intranets and web based applications.  Expensive  Best for single-company specific complex applications

15. Copyright 2007, Aclient Software Systems, Inc. 15 Common Databases  MS-SQL (Microsoft) Relational database commonly used by intranets and internet applications.  Expensive  Fast performance  Stability  Ideal for complex web-based applications  Ideal for mass data storage

16. Copyright 2007, Aclient Software Systems, Inc. 16 Avoiding pitfalls  Be aware that databases do not talk to other databases very well! If you are using multiple applications in your business, make sure you can exchange the information you need between applications. Is there an added cost for translators?

17. Copyright 2007, Aclient Software Systems, Inc. 17 Avoiding pitfalls  Keep your data current! Many software users do not maintain their data correctly.  Make sure client data is up to date. For example, make sure to follow through and update the client record when a loan is closed. This way the data can be used to generate reports of closed loans and refinance opportunities later on!

18. Copyright 2007, Aclient Software Systems, Inc. 18 Avoiding pitfalls  Don’t “Kludge” your data! Many software users think they are saving time by duplicating client records instead of looking up the record.  Kludge: “a clumsy or inelegant solution to a problem or difficulty.” - WikiPedia  Multiple records WILL waste far more time later!  Multiple records WILL slow down your database.

19. Copyright 2007, Aclient Software Systems, Inc. 19 Building Your Client Database  CRM: Customer (and Partner) Relationship Management  Define the Information you want to keep. Transactional Demographic Psychographic  Build email distribution lists for marketing  Drive potential customers to your website  Database EVERY potential client that contacts you or you get info on other ways.

20. Copyright 2007, Aclient Software Systems, Inc. 20 Summary  Databases and database driven applications are used to store important information that helps organize your business and make your business more profitable.  Database driven applications can provide you with marketing tools and immediate information that can help close sales.

21. Copyright 2007, Aclient Software Systems, Inc. 21 Summary  There are several database types and vendors. Each has it’s own strengths and weaknesses. Performance, cost, and stability are the main considerations.  Relational databases are better for complex solutions and most web based applications.

22. Copyright 2007, Aclient Software Systems, Inc. 22 Summary  Databases do not communicate with each other very well. Make sure you ask questions about this before adding new software solutions.  Keeping your data current, unduplicated, and well-maintained will make your business more organized and profitable.

23. Copyright 2007, Aclient Software Systems, Inc. 23 Summary  Determine the information you want to keep and make sure you have a system or systems in place to use that information.  Build you database.  Use your database effectively with clients and partners.

24. Copyright 2007, Aclient Software Systems, Inc. 24 Questions?  Feel free to ask questions! For highly technical or any specific questions you would like to ask outside this forum, please contact us at: Eric Risley / Wayne Hohler Support@MyMortgageHost.com Tel: (508)760-3166

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