When we created the Activator Expy award, it was designed to celebrate teams who don’t simply adopt Total Expert—they activate it. This year’s winner, First Heritage Mortgage (FHM), exemplifies what it means to turn platform potential into real, measurable business impact.
From adoption to activation
When FHM transitioned from Surefire to Total Expert, their loan officers quickly discovered that the platform’s capabilities ran far deeper than anything they had used before. What started as a CRM replacement quickly evolved into a strategic engine powering communications, workflows, partner relationships, and customer experiences.
From prospecting to post-close nurturing, FHM reimagined the entire lifecycle relationship with borrowers and partners. Total Expert became the backbone of:
- Prospecting communication with agents and clients
- In-process, contract-to-close engagement
- Post-close nurturing designed to retain lifelong customers
This wasn’t just a technical rollout—it was a cultural shift.
Driving adoption across the organization
Historically, many FHM loan officers were hesitant to adopt new technology. Yet within months of launching Total Expert, adoption surged across the organization thanks to two critical drivers:
Relentless, LO-centered training
Marketing led with a bold strategy:
- Daily trainings for two straight months
- Weekly topic-specific sessions still running today
- 10–20% live attendance each week
- Hands-on support that met LOs where they were
This consistent, approachable training model built trust and confidence—and it stuck.
Top-producer advocacy
A beta group of high-performing LOs championed the platform during corporate meetings, branch discussions, and coaching sessions. Their endorsement created momentum that rippled across the entire organization.
Results that prove activation works
FHM’s activation strategy didn’t just change behaviors—it moved the numbers in a big way.
Benchmark-beating performance
- 52% LO email adoption (+21% above benchmark)
- 65% print collateral usage (+15% above benchmark)
- 21% using Single Property Sites (+11% above benchmark)
- 48% of LOs logging in 12+ times/quarter (+13% above benchmark)
- 48% average open rate on custom journeys (vs. 36% email average)
A platform built for their LOs
- 400+ custom-built print flyers and journeys
- Personalized, LO-driven communication at scale
- High-performing automated journeys supporting every customer stage
Tech ecosystem impact
Through integrations FHM created a seamlessly connected tech stack. LOs gained the ability to build curated campaigns, nurture leads intelligently, and strengthen partner relationships—all inside Total Expert.
Why First Heritage Mortgage won the Activator Expy award
First Heritage Mortgage did more than adopt a platform—they ignited a full organizational transformation. They empowered their frontline teams, aligned departments, activated data, and made customer engagement scalable, personalized, and measurable.
Most importantly, they created a culture where digital tools aren’t an add-on—they’re part of the way First Heritage Mortgage operates every single day. Congratulations again to First Heritage Mortgage, the 2025 Activator Expy Award winner.
