Tracy Farber, Director, Sales Engineering
SimpleNexus

Tracy Farber has dedicated the last 18+ years of her career to helping mortgage lenders build out efficient tech stacks. Since joining SimpleNexus just over a year ago, Farber has conducted more than 600 product demos, which have resulted in a 92% increase in seats and a 432% increase in product upsells.

Farber’s success is attributed to building genuine partnerships with lenders to identify their business challenges and help them make holistically sound technology decisions that advance their objectives. She pours hours into developing customized demos that showcase how SimpleNexus can adapt to lenders’ unique workflows and be configured to address specific challenges.

SVP of Sales John Aslanian recounts a situation in which Farber single-handedly was able to increase SimpleNexus seats at a regional lender from 20 to several hundred.

After learning the lender was using five different point of sale systems (and SimpleNexus was being used at only one branch location), Farber made it her mission to win over the other branches because no lender should have to suffer from 5 POSs on the back end. Aslanian recalls that over the course of a few months, “Tracy went branch to branch, LO to LO — what I call hand-to-hand combat — conducting 40 plus demos. She won over nearly everyone and increased that lender’s engagement with us by over 1000%. It was a massive feat.”

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