CRM workflows

The Model Match CRM tracks your referral partners and recruits through the same kind of stage-based pipeline you’d use in a loan-origination system.

Pipeline stages

Default stages:

Prospect — identified, not yet contacted
Introduced — first outreach sent
Meeting scheduled — active conversation
In trial / test deal — first joint transaction underway
Active partner — reliably closing together
Dormant — no activity in 90+ days

Rename or add stages under Settings → Pipeline.

Logging activity

Notes — freeform, searchable
Meetings — date, attendees, outcome
Next step — a single next action with an owner and date

Automations

Auto-advance a prospect to Introduced when you send your first email
Notify you when a partner goes dormant
Sync all activity to HubSpot or Salesforce

Records, lists & data model

Your CRM data breaks down into four pieces: records (a single person or company), object types (People — Loan Officers and Real Estate Agents — versus Companies — Mortgage Companies and Branches), lists (named groupings that organize records for a workflow), and attributes (statuses, tags, and custom fields). A record exists independently of any list — it can belong to several lists, or none, and removing it from a list never deletes it from the CRM.

Adding records

Four ways to get a person or company into the CRM:

Market Insights search (recommended) — search Model Match’s production database and add people or companies directly. Records arrive pre-enriched with current production data and stay linked for automatic updates.
Manual creation — click New Person or New Company and fill in type, name, title, contact info, location, and any custom fields. Toggle Create more to keep the dialog open for batch entry.
CSV/paste import — select a CSV, TSV, or TXT file, map columns to fields, optionally enrich against Market Insights, then review before importing. Rows that already carry a Model Match ID update the existing record instead of creating a duplicate.
Rosters and relationships — the Team tab on a company record and the Relationships tab on a person record surface related Market Insights contacts you can add straight from that view.

New records default to the creator as owner (reassignable later) and don’t count as activity until someone works them.

Linked vs. manual records

A linked record (green sparkle icon) is connected to a Market Insights profile and receives automatic updates to production metrics (volume, units, purchase/refi mix), contact details, and role-specific insights like Producer Tier. A manual record (gray sparkle icon) was created by hand or imported without a match, and has no production data until it’s linked.

Auto-refreshed fields like volume and team size update in the background and never count as activity on the timeline. Contact fields you’ve edited are protected — your edits always win, so a Market Insights refresh never silently overwrites a value you’ve changed. Edited fields carry an “Edited” badge; database-sourced ones carry a “Market Insights” badge.

To link a manual record:

Click the gray sparkle next to the record name.
Review candidate matches, shown with volume, units, and a confidence score.
Select and confirm the right match.

Linking preserves all existing notes, tasks, and custom fields while adding production enrichment on top.

Creating and organizing lists

A list is a named grouping of records — “Q3 LO Outreach,” for example — scoped to one object type (People or Companies) for its lifetime. Records can belong to multiple lists at once, and each list carries its own statuses, tags, and fields so the same record can move through different pipelines in different lists without conflict.

To create a list:

On the Lists page, click New list.
Choose People (loan officers, real estate agents) or Companies (branches, mortgage companies) — this can’t be changed later.
Pick a starting point: a curated template (grouped by recruiting, prospecting, etc.), one of your own or a teammate’s saved templates, or start from scratch for a blank list.
Name the list.
Click Create list.

Populate it by adding records individually from a profile, bulk-adding search results, or importing a spreadsheet.

Day to day: rename a list from the pencil icon next to its name, and use the gear icon for Settings — the General tab renames or deletes the list, and the Permissions tab controls sharing (see Permissions & sharing, below). New lists default to Private. Deleting a list never deletes its records — they remain in the CRM, just unlisted.

Filtering, views & attributes

Filtering records

The Filter tool on the People and Companies pages narrows a table down; active filters show as removable chips and combine to progressively tighten the result set. Two tabs — My contacts and Everyone — switch between records you own and everything you can see.

Standard filters work across record types: Type, Status, Owner (including a “No owner” option — useful combined with an old Added date to surface neglected leads), Location (zip, city, county, MSA, state, or region), Added date, Last Activity date, NMLS ID / State License, and Company. Custom fields automatically generate a matching filter — date ranges for date fields, option pickers for selects, yes/no toggles for checkboxes.

Filtering on production data (Market Insights) requires picking a single record Type first; available dimensions depend on it — volume, units, average loan amount, market share, loan type, and tenure for Loan Officers; sale/buyer/seller-side units and LO collaboration counts for Agents; team size, headcount, and transaction recency for Companies/Branches. Pick a production window of 3, 6, 12, 14, 18, or 24 months to scope those metrics.

Saved views

A Saved View bundles filters, column selection/arrangement, and sort order under one name so you don’t rebuild the same table setup repeatedly. Views are saved to your account and apply across any list (or the all-records browse table) of the matching object type — a “Top Producers” view works on any People list.

Show or hide columns (Notes is hidden by default), resize, pin, and reorder them, and sort by any column — sort order persists per browser. Standard columns include Name, Company Name, Last Activity, Location, Total Volume, Total Units/headcount, Status, and Owner; optional Market Insights columns (Total Volume, Total Units, Purchase %, Refi %, Buyer Volume/Units) are available per time window and populate only for linked records.

Apply a view from the view trigger above the table — an active view shows a dot indicator. Share one by copying its URL; recipients see your filters and layout applied to whatever records they’re already allowed to see. Reset to default restores the standard table.

Statuses, tags, and custom fields

Three configurable attribute types layer on top of the built-in fields:

Statuses track pipeline position. The default sequence is New → Contacted → Engaged → Won → Lost, but each list can define its own.
Tags are colored labels for categorization that doesn’t fit a pipeline — “Met at conference,” “High priority.” Tags are scoped per list.
Custom fields cover anything else: Text, Number, Currency, Date, Select, Multi-select, URL, Rating, Checkbox, Status, or Tags. Custom fields can be object-scoped (apply to all People or Companies workspace-wide, for things that don’t depend on context, like “Years in industry”) or list-scoped (apply only within one list, for campaign-specific working data, like “Outreach wave”).

Because status and tag vocabularies are list-scoped, the same record can show a different status on each list it belongs to.

To manage these on a list, open Lists → (gear icon) → Attributes:

Statuses — click Add status, name the stage, repeat, then Save statuses. Remove one with its trash icon.
Tags — click Add tag, name it and pick a color, then Save tags. Tags are team-wide once created.
Custom fields — name the field, pick its type, and click Add.

Owners and Editors can add, edit, and delete a list’s statuses, tags, and fields; Workspace Admins can do so on any list; Viewers can apply existing attributes but not change them.

Attribute templates

A template is a saved bundle of statuses, tags, and custom fields — structure only, never records — that you can reuse when creating new lists. Templates are object-type specific: one built from a People list only applies to new People lists.

Save a template from any existing list whose attribute setup is worth reusing. When starting a new list, choose from curated templates (pre-built by Model Match, grouped by use case) or My templates (your own or a teammate’s shared ones). Shared templates are read-only for everyone but the owner or a workspace admin. Templates only seed new lists — editing a template later doesn’t change lists already created from it.

Activity & communication

The record profile

Click any row in the People or Companies table to open its record profile — the main workspace for that contact. It’s a two-column layout: a details rail on the left with identity, status, tags, owner, and contact methods, and tabs on the right (Overview, Activity, Notes, Tasks, Production, Team/Relationships). On mobile, it collapses to a single column with tabbed navigation at the bottom.

A previous/next pager at the top steps through records matching your current filter and sort — press j/↓ for next, k/↑ for previous. Five quick-action buttons near the status picker cover Email (disabled until an email is on file), Note, Call, Task, and Add to list.

Overview — KPIs for the record type, plus open tasks, scheduled meetings, and recent timeline activity.
Activity — the full activity timeline, filterable.
Notes — the note composer and note history.
Tasks — this record’s tasks, with an open-count badge.
Production — Market Insights data for linked records, or a prompt to link one manually.
Team/Relationships — company roster or person-to-person CRM connections, depending on record type.

New records get an AI-generated description from public sources, which you can edit or regenerate. Contact-method badges show whether a value came from Market Insights or a team edit.

Notes, mentions & the activity timeline

Every record has one shared activity timeline — notes, tasks, meetings, calls, emails, and automatic system events, in chronological order. There’s no private layer: anyone with access to a record sees its entire history.

Write a note from the Notes tab; notes support rich text (bold, italic, underline, lists, links) and submit with ⌘+Enter (Mac) or Ctrl+Enter (Windows). @mentions notify a teammate by email with a link straight to the record — mentioning someone without access triggers a sharing confirmation first. #references link to other CRM records inline. Notes thread, and only the author can edit (an “edited” marker appears) or delete their own note — admins can delete any note.

System events (status changes, list additions, contact edits, and the like) are immutable audit entries nobody can edit or remove. Background Market Insights refreshes never count as activity, so the Last Activity column reflects genuine team engagement.

Tasks and the Tasks page

A task is a dated to-do tied to a record: title, optional description, due date (or none, for someday items), an assignee, and a state (open, completed, cancelled). Overdue and due-today tasks are color-coded automatically.

Create one from a record’s Add task quick action or its Tasks tab, or let AI call analysis suggest one after a transcribed call. Assigning a task notifies the assignee immediately in-app — and if they don’t already have access to the record, assigning them a task grants it automatically (with a confirmation dialog first), since completing the task means seeing the full timeline.

The Tasks page centralizes every open task across records you can access, grouped into Past due, Today, Upcoming, and No date. Narrow it with quick-filter chips or an assignee dropdown (Anyone on my records, Assigned to me, or a specific teammate). Select multiple tasks to complete, reassign, reschedule, or delete in bulk.

Tasks can push one-way to a connected Google or Microsoft calendar for time-blocking; changes made there don’t sync back.

Meetings and calendar invites

A meeting is a scheduled event on a record — title, optional description, date, start/end time on 15-minute intervals, timezone, optional location, and a state (scheduled, cancelled, completed). Start one from Set Meeting in the Activity tab’s meetings block, or accept a suggestion from AI call analysis.

Invitees can be the record’s own contact (email editable at schedule time), teammates with access to the record, or any external address — teammates without existing record access won’t appear in the picker, so share the record first. Toggle Add to calendar to send a real invite through your connected Google or Outlook account: Model Match creates the event and sends invites, and changes made on the calendar side sync back automatically.

Meetings show up on the record’s Activity tab (meetings block and timeline) and its Overview tab (Scheduled Meetings KPI), visible to anyone with access to the record.

Calls: click-to-call, transcripts & AI analysis

Call from any record with a phone number using the Call quick action or by clicking a number in the details rail. A floating call panel stays on screen while you browse other records.

Before your first call, verify a phone number:

Enter your phone number.
Answer the verification call from Model Match and note the on-screen code.
Confirm the code.

You can verify several numbers and choose which one to call from each time.

Calls use bridge calling: your phone rings first, you press 1 to connect, then Model Match dials the contact and bridges both lines. The contact sees your verified number as caller ID; the CRM shows live status and elapsed time.

A note editor is available during the call — it saves automatically when the call ends and folds under that call’s entry on the timeline. Toggle transcription before dialing to record and transcribe the conversation; a View transcript link appears afterward with speaker labels and copy support.

Transcribed calls can run through AI call analysis, which produces a summary, sentiment (positive/neutral/negative), a category label, and up to four suggested next steps — each convertible to a task or meeting with one click.

Every completed call attempt — answered, unanswered, busy, or voicemail — logs once to the timeline; voicemail attempts carry a “Voicemail” badge. Teammates with record access see the same calls and transcripts.

Sending email from a record

Send email straight from a record through your own connected Gmail or Outlook account — messages come from your real address, land in your Sent folder, and thread normally. Open the composer from the Email quick action (active once the record has an email on file) or by clicking an email address in the details rail.

The composer supports To/CC/BCC with CRM contact suggestions, rich-text formatting, merge variables to personalize with the recipient’s record data, and attachments (keep attachments under about 3 MB; share larger files via a link instead). You can also email a free-typed address for someone not yet in the CRM.

Every send logs to the record’s activity timeline as an “email sent” event, visible to anyone with access. Replies are handled in Gmail or Outlook, not inside the CRM.

A workspace member can see a record if any one of these is true: they own it, they’re a workspace admin or owner, it’s on a list they can view, or it was shared with them directly. There’s no partial visibility — seeing a record means seeing everything on it, notes and tasks included.

Owner is a working assignment, not a privacy control. It marks who’s responsible for the record but doesn’t by itself restrict who can see it — use list privacy or a direct record share for that.

List privacy

Set from List Settings → Permissions, each list is one of:

Private — only the list owner and workspace admins (the default for new lists)
Everyone in the workspace — all members, each assigned Viewer or Editor
Specific people — hand-picked teammates with individual roles

Viewers can view the list, add records, and log activity. Editors can additionally remove records and manage list contents. Only the list owner and admins can change sharing settings. Switching a list back to Private clears all access grants from that setting — though any direct record shares made outside the list stay intact.

A record can be shared directly with someone — independent of any list — three ways: via an @mention (with a confirmation dialog), via task assignment, or by adding them manually in the record’s “Shared with” panel. Only the record owner or an admin can grant or revoke a direct share, and every change logs to the record’s timeline.

Workspace admins see every record and list regardless of privacy settings and can manage, transfer, or adjust access on any of them.

Reports

The Reports dashboard rolls activity, pipeline, and outcomes into one view, scoped by date range (7/30/90 days), list, and individual vs. team. Changing any of the three recalculates every panel.

Activity tiles — calls (dials, connects, talk time), emails sent (with notes added), meetings held (with show rate), tasks completed, records added, and wins (closed won vs. lost).
Activity over time — a chart of Calls, Notes, Emails, Meetings, and Tasks by day, so you can spot outreach that happens in bursts and goes cold between them.
Pipeline — current record counts by status; this panel doesn’t change with the date range since it’s a snapshot of today.
Velocity — median and average time to first touch, to connect, to first meeting, and to win, each compared against the prior period.
Win metrics — effort per win, volume onboarded, and wins vs. losses.

Export a report as CSV (raw data), Excel (formatted workbook), or PDF (dashboard view).

Account Setup