Case study: Fallbach Mortgage’s monday.com CRM, connected to their loan system
Fallbach Mortgage, a mortgage brokerage, asked us to set up a monday.com CRM for mortgage leads and borrowers in March 2025. It started as a 16-hour package. Over the next 17 months it grew, one small block of hours at a time, into a full system: a lead form, email sequences, their loan origination system connected through Zapier, Homebot added when an application comes in, training videos for new hires, and a loan dashboard. Nine projects, about 86 hours in total, every one of them finished.
| Organization | Fallbach Mortgage, a mortgage brokerage |
| Starting point | A 16-hour CRM set-up |
| What we built | CRM, lead form, email sequences, loan system and Homebot connections, training videos, loan processing boards and a loan dashboard |
| Tools connected | Their loan origination system (Arive), Homebot, Google Sheets and Google Drive, through Zapier and the Arive API |
| Time | Nine projects, about 86 hours |
| Dates | March 2025 to July 2026 |
Where did the brokerage start?
The first project was deliberately small: a 16-hour package to set up the CRM so leads, contacts and client conversations were organized in one place, with filtered views and alerts so nothing waited unnoticed, email sequences for follow-up, and training. We said two to three weeks for delivery, and any unused hours went to training and support.
A brokerage doesn’t need a six-month project to start. It needs its leads followed up on.
What did we build, step by step?
| When | Hours | What we added |
|---|---|---|
| March 2025 | 16 | The CRM for leads, contacts and client interactions, filtered views and alerts, email sequences, training |
| April to May 2025 | 10 | A simple lead form, an important-dates view, Google Drive sync, more email sequences and automations |
| June 2025 | 10 | Clearer email sequences, a workflow app in monday.com, and a board fed from the loan origination system through its API and Zapier |
| July 2025 | 10 | Homebot connected to the loan system, so a submitted application is added to Homebot automatically, a third email sequence, a map of every email sequence, a review request email after closing, training |
| July to September 2025 | 10 | Deals work, training videos for a new hire, review email templates |
| August 2025 to April 2026 | 5 | Step-by-step videos on the lead form, the lead process and the email sequences |
| April to June 2026 | 17.5 | A new layout, combined deals and leads boards, a custom app view built in monday.com, the loan processing sheet turned into four boards that update automatically from Google Sheets, and a loan dashboard |
| June to July 2026 | 5 | More email sequences |
Why connect the loan system?
Because that’s where the loan actually lives. A CRM that only knows about leads goes quiet the moment a borrower applies. By connecting the loan origination system to monday.com through its API and Zapier, the CRM keeps up with the file after the application, instead of stopping at the lead.
Connecting Homebot to the same flow meant that when an application was submitted, the borrower was added to Homebot without anyone retyping it.
How did the project run?
The same way all our work runs: a kickoff call, small blocks of hours, regular meetings, a review call, then revisions. When the brokerage hired someone new, we recorded training videos so the new person could learn the system on their own time.
In 2026, the brokerage liked the new layout at the first review call, and we moved on to the loan processing boards and the dashboard. See what a monday.com implementation costs.
What changed?
Leads, borrowers, follow-ups and loan processing now live in monday.com, connected to the loan system instead of sitting apart from it. And the brokerage kept coming back: nine projects over 17 months. For a small business, buying another block of hours is a good sign the system is actually being used.
In April 2025, six weeks into the work, the owner put it this way on Trustpilot:
“Our processes have always been complex, but he’s managed to simplify everything in a way that’s already allowing me to close more deals and enjoy more free time.”
Natalie, Fallbach Mortgage
What should another brokerage take from this?
- Start small. Sixteen hours was enough to get leads organized and followed up.
- Connect the loan system early. The CRM stays useful after the application, not just before it.
- Map your email sequences. A one-page map of every sequence makes it easy to see what each borrower receives and when.
- Record training once. With videos for new hires, the owner doesn’t have to repeat the same walkthrough every time someone joins.
Frequently asked questions
Can monday.com work as a mortgage CRM?
Yes, when it’s set up around your pipeline. This brokerage runs leads, borrowers, follow-up emails, loan processing and a loan dashboard in monday.com.
Can monday.com connect to a loan origination system?
Often, yes. For this brokerage we connected their loan origination system through its API and Zapier. Ask your partner to confirm your specific system before you start.
How long does a mortgage CRM set-up take?
The first version took a 16-hour package, delivered in two to three weeks. Everything after that was added in small blocks as the brokerage needed it.
How much ongoing work does a mortgage CRM need?
It depends on how fast you grow. This brokerage added a block of about 10 hours every month or two in the first year, then larger projects as new needs came up.
Does Wild 6 work with other lenders?
Yes. Mortgage brokers and lending teams are one of the client types we work with. See our list of the best monday.com partners for mortgage brokers and lending teams.
Thinking about the same for your brokerage?
Book a 30-minute call with me. Bring a quick recording of how you track leads and loans today, and I’ll tell you honestly where to start. Or read more client case studies.
