Fintech · Salesforce Real Estate Finance Platform

FirstREX

FirstREX Builds a Loan Application, CTI, and Credit Integration Platform on Salesforce in Eight Weeks

A San Francisco fintech innovating home equity financing needed Salesforce to handle loan applications from three channels, CTI call routing, credit pulls, and state-specific compliance documents. Cloud Nerd built it in eight weeks.

Engagement at a glance

Industry: Finance
Duration: 8 weeks
Services: Architecture & Design · Build & Implement · Integrations
Stack: Salesforce Sales CloudTableauCalendly

8 weeks

Research through production go-live

3 intake channels

Loan Officer Portal, consumer website, and rep manual entry

Credit pulls

Live Credco integration for on-demand applicant credit reports

State-specific

Automated product disclosures mapped by state compliance rules

The challenge

FirstREX was pioneering a new form of home equity financing with a non-standard sales process: loan applications from three channels, CTI-assisted sales consoles for processing applications, credit reports required before advancing, and state-specific compliance documents generated dynamically from product attribute rules. Standard Salesforce wasn't close to covering it.

The approach

Cloud Nerd built a custom platform for FirstREX's model: Form Assembly web forms for consumer and Loan Officer Portal intake; an application tracking ID system; CloudCall CTI with inbound queuing and one-click calling; a custom Sales Console with Visualforce call scripting flows; Credco credit integration for on-demand pulls; Conga generating state-specific product disclosures; Calendly for scheduling; MatchMyEmail for Exchange email logging; and Tableau for BI reporting.

The outcome

FirstREX launched with a fully operational loan application platform — three intake channels feeding Salesforce, CTI routing calls with applicant context, credit reports pulled on demand, and compliance documents generated automatically for each applicant's state.

The problem

What was actually broken

Three distinct application intake channels requiring unified tracking

Applications arrived via Loan Officer Portal, consumer website, or rep manual entry — all needing to create structured Lead records with a tracking ID, attributed to the correct loan officer, and routed for follow-up.

Credit reports and compliance documents required at application stage

Before advancing an applicant, reps needed to pull a Credco credit report and generate state-specific disclosures — with product attributes, investment style, and state variables mapping automatically to Conga templates.

How we did it

The work, phase by phase

Weeks 1–3

Research & Platform Architecture

Cloud Nerd mapped the loan origination process and designed the custom data model and integration requirements.

Application tracking ID system design
3-channel intake flow defined with Form Assembly specifications
Contact Roles defined: Loan Officer, Lender, Real Estate Agent, Underwriter, Processor, Closer, Escrow
State-specific product attribute and disclosure mapping framework designed
Credco and Conga integration specifications

Weeks 2–6

Application Platform, CTI & Integrations

Cloud Nerd built the loan application platform, deployed CTI, and integrated Credco, Conga, Calendly, and MatchMyEmail.

Form Assembly web forms live for consumer and Loan Officer Portal intake
Application tracking ID system deployed
CloudCall CTI: inbound queuing, screen pops, and one-click calling
Custom Salesforce Sales Console with Visualforce call scripting flows
Credco credit integration: on-demand applicant credit pulls from Salesforce
Conga Composer: state-specific product disclosures auto-generated per applicant
Calendly and MatchMyEmail integrated
Channel Manager data migrated from Base CRM

Weeks 6–8

Tableau, Mobile & Deployment

Cloud Nerd completed Tableau integration, configured Salesforce1 Mobile, ran QA, and deployed to production.

Tableau integration: Salesforce data feeding BI dashboards
Salesforce1 Mobile app configured for field channel managers
End-to-end QA across all three intake channels
Production go-live

The results

What changed for FirstREX

3 channels

Unified loan application intake from portal, website, and rep entry

Instant credit

Credco credit reports pulled on demand from the Salesforce application record

Compliant docs

State-specific disclosures auto-generated by Conga for every applicant

CTI active

CloudCall routing inbound calls with full applicant context

What's next

FirstREX is evaluating Tableau expansion with predictive model performance analytics, connecting loan approval rates and homeowner outcomes to channel and rep attribution data.

Technologies in this engagement

Salesforce Sales Cloud

Tableau

Calendly

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