I’ve always used a separate CRM alongside my company’s platform because corporate restrictions make it impossible to run your own campaigns or manage lead follow-up the way you want. I started out on Whiteboard CRM, which got acquired by Aidium, a complete disaster, so I switched over to BNtouch. One of the biggest wins with Third Floor is having all communications, emails, texts, etc., in one place. My whole team can jump in on conversations without duplicating effort. Before, when I looked at a text thread with a borrower, I couldn’t see what I’d sent last. So sometimes they’d reply “Yes,” and I’d have no idea what they meant. Or a teammate would text the same thing ten minutes later. It made us look sloppy. Third Floor also makes mobile work simple. I can manage a huge chunk of my business from my phone, which is crucial because I don’t sit at a laptop all day. Other CRMs didn’t let me integrate contacts with my phone, so I couldn’t always tell who was calling unless I had manually saved them. Seems basic for 2025, but finally, it works. It also keeps contacts clean, no duplicates, no mixing up referral partners. When I enter a partner, it remembers them for future use, which makes tracking referrals way easier. Not rocket science, but Third Floor finally nailed it.