AI just solved the CRM accuracy problem (VAs can too)

Hey, how's it going?

You're spending hours each week updating loan files in your CRM. Borrower phone calls. Document status changes. Rate lock dates. Underwriting conditions. And despite all that manual entry, your pipeline data still lags behind reality by 24-48 hours.

The enterprise software world just revealed exactly how to fix this. ServiceNow acquired Moveworks for $2.85 billion in March 2025, completing the deal in December. Their reason? Moveworks built systems that automatically maintain accurate records across multiple platforms without human intervention. That's not just an enterprise IT solution; that's the systematic approach mortgage brokers need for CRM updates.

ServiceNow's acquisition of Moveworks centers on "autonomous resolution" systems that update records, track status changes, and maintain data accuracy in real-time across enterprise platforms. According to the announcement, Moveworks serves 5.5 million employees across organizations like Siemens, Toyota, and Unilever, with nearly 90% of customers deploying the technology to their entire workforce.

This $2.85 billion investment reveals something critical: accurate, current data is operational infrastructure, not optional overhead. When records lag behind reality, decisions suffer. Opportunities get missed. That's as true for mortgage pipeline management as it is for enterprise IT.

For mortgage brokers managing 8-15 active files, the parallel is obvious. Your CRM doesn't update itself when you lock a rate over the phone. It doesn't automatically reflect when borrowers upload documents at 9 PM. It doesn't track the underwriting condition status unless someone manually enters it. And that someone is usually you, stealing time from loan production.

Here's what Moveworks figured out that applies to mortgage operations: updates need to happen through systematic capture, not periodic catch-up sessions.

Consider a typical borrower phone call. You discuss rate lock timing, confirm employment verification status, and note that updated bank statements are coming tomorrow. That's three CRM updates minimum: loan stage, document status, and follow-up task. Most brokers make mental notes and update "later." Except later becomes end-of-day, which becomes next morning, which means your pipeline perpetually lags behind reality.

The systematic approach? Immediate capture. When a trained VA handles your CRM updates, they're updating records during the interaction or immediately after. The phone call ends, and the CRM reflects the current status within the hour. An email from the underwriter arrives, and the conditions tracker gets updated immediately. The borrower uploads documents, and file notes are current before you check your inbox.

The transformation isn't about AI magic; it's about dedicated expertise focused solely on maintaining data accuracy. Your time shouldn't be spent on end-of-day CRM field updates. That's high-value time on low-value work.

The Moveworks acquisition highlights another critical principle: synchronized updates across multiple systems. The platform Moveworks built doesn't just update one database; it maintains consistency across platforms simultaneously.

For mortgage operations, this matters significantly. Your loan data doesn't live in one place. You've got your LOS (Encompass, Calyx Point, BytePro). You've got your CRM (Salesforce, Velocify, Top of Mind). You've got compliance trackers. Maybe separate spreadsheets for specific lenders or programs.

When information updates in one system but not others, you create data drift. Your CRM shows "rate locked," but your LOS shows "in process." Your compliance tracker shows missing documents that actually arrived yesterday. Your lender spreadsheet has old contact information that was updated in your main CRM last week.

A mortgage-trained VA applies that same cross-platform consistency principle. Rate gets locked? They update the LOS, note it in CRM, adjust your pipeline report, and update lender-specific tracking sheets. Underwriting condition gets cleared? Every system reflects that status. That's not just cleaner data - it's operational reliability that prevents costly errors and missed deadlines.

What ServiceNow valued in Moveworks was "autonomous tracking" systems that monitor status changes and update records without waiting for manual check-ins. The mortgage parallel is pipeline stage progression.

Think about application stages: pre-qual, application submitted, processing, underwriting, clear-to-close, and closed. Each stage transition creates multiple downstream updates. Loan moves to underwriting? You need to update the CRM stage, adjust the estimated close date, trigger condition tracking, and potentially notify secondary contacts.

Most brokers handle this reactively. You check your LOS, see status changes, and then manually update your CRM. That's the periodic catch-up approach, and it means your CRM always shows yesterday's reality, not today's.

The systematic approach means proactive monitoring. A dedicated VA checks your LOS multiple times daily, identifies stage progressions, and immediately updates all related systems. They're not waiting for you to notice and assign the update task. They're maintaining continuous accuracy as the default operating mode.

Here's the thing: the strategy is straightforward, but execution requires consistency and mortgage-specific expertise. You need someone who understands both data management principles and mortgage operations. Someone who knows that CRM updates aren't just changing status fields; they're maintaining the operational foundation that determines whether you spot pipeline risks early or discover problems at the worst possible moment.

That's where Vista Broker Network comes in. Our VAs aren't just trained in general data entry. They're trained specifically in mortgage CRM management, understanding loan stages, documentation requirements, compliance milestones, and the interconnected systems mortgage professionals rely on.

Ready to transform your CRM accuracy using these proven enterprise strategies?

ViVista Broker Network provides mortgage-trained virtual assistants who specialize in systematic CRM updates. Our VAs come ready to:

Unlike general VAs, our team understands mortgage pipeline complexity. They know the difference between "processing" and "submitted to underwriting." They navigate Encompass workflows, understand Salesforce mortgage configurations, and handle compliance tracking requirements specific to residential lending.

Book a call with us here.

We'll discuss your specific CRM update challenges and show you exactly how our trained VAs can implement the systematic approach we've covered today.

Until next week,

John Signe