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Global Contact Database & Lifetime Value Tracking

The Contacts Table is Broki’s centralized contact database.

Written by Jarrett White

It displays every individual in your system, regardless of whether they are:

  • A lead

  • A borrower

  • A past client

  • A referral source

  • A realtor

  • A lawyer

  • A co-broker

This is a person-based master database, not a file-based view.

Purpose of the Contacts Table

The Contacts Table exists to:

  • Provide a full overview of your database

  • Track client lifetime value

  • Manage contact ownership

  • View tagging and segmentation

  • Support lead-to-client transitions

  • Enable mass communication

  • Maintain long-term CRM records

It answers a simple question:

Who is in my database, and what are they worth to my business?

Table Columns & Displayed Data

Each contact row displays:

  • Client Name

  • Email

  • Phone Number

  • Owner (for multi-user accounts)

  • Tags

  • Lifetime Value

  • Date Created

Lifetime Value (LTV)

Lifetime Value represents:

  • Commission earned directly from that contact’s mortgage files
    ​PLUS

  • Commission earned from files they referred

This includes:

  • Their own mortgage commissions

  • Referral-attributed commissions via the Referrers tab

This column allows you to identify your highest-value relationships instantly.

Quick Action Buttons

On the far right of each contact row, you will see quick actions:

  • Email

  • Call (currently not operational)

  • View Contact

  • Archive

These allow rapid contact-level management.

Search & Pagination

The Contacts Table is paginated.

You can:

  • Display 25 / 50 / 75 / 100 contacts per page

  • Navigate between pages

  • Use the search bar to find contacts

This allows efficient navigation of large databases.

Adding a Contact

To add a new contact:

  1. Click the Plus (+) Button

  2. Enter contact details:

    • First Name

    • Email

    • Phone Number

    • Instagram handle

    • Facebook handle

    • Twitter handle

    • Source

Important:
At least one contact method is required:

  • Email

  • Phone

  • OR Social handle

The add contact module mirrors the Leads section.

Importing & Exporting Contacts

You can:

  • Import contacts via CSV

  • Export contacts

  • Filter before exporting

Useful for:

  • CRM migration

  • Email campaigns

  • Database backups

Sending an Application from Contacts

Just like in the Leads section:

  1. Select one or multiple contacts

  2. Click Send Application Link

This opens the templated email module, which includes:

  • Online application button

  • Email signature

  • CC / BCC options

  • Attachments

This allows direct conversion from contact to mortgage file.

Filtering Contacts

You can filter contacts by:

  • Assigned owner (avatar icons)

  • Active vs Archived

  • Tags

  • Search terms

This is especially useful in team environments.

Active vs Archived Contacts

At the top right of the Contacts page, you’ll see:

  • Active

  • Archived

Active Tab

Contains all currently active contacts.

Archived Tab

Contains contacts removed from active view.

To restore:

  • Click Restore Contact

To permanently delete:

  • Use the Trash Icon

Important:
Deleting permanently removes the contact from the system.

Contacts vs Leads vs Mortgage Files

Understanding the distinction is critical:

Contacts
Your master database of individuals.

Leads
Contacts not yet attached to a mortgage file.

Mortgage Files
Transaction records associated with contacts.

A contact can:

  • Exist without a file

  • Be attached to multiple files

  • Be both a borrower and a referrer

Smart Lists (NEW – February 2026)

Smart Lists allow you to group contacts into custom segments for workflow and marketing purposes.

How to Create a Smart List

  1. Select multiple contacts using the checkboxes

  2. Click Add to List

  3. Create a custom Smart List

  4. Name and save the list

Use Cases for Smart Lists

  • First-time buyers

  • Private mortgage clients

  • Urgent contacts

  • Renewal pipeline

  • Custom categories

Smart Lists improve segmentation and allow you to take action on grouped contacts more efficiently.

This is a workflow enhancement designed to support better database organization and communication.

Strategic Uses of the Contacts Table

The Contacts Table allows you to:

  • Identify top lifetime value clients

  • Segment contacts by tags

  • Track referral impact

  • Assign ownership

  • Clean up inactive records

  • Prepare marketing campaigns

It serves as your long-term CRM layer.

Best Practices

  • Review the Lifetime Value column regularly

  • Tag contacts consistently

  • Assign owners clearly in team accounts

  • Archive inactive contacts instead of deleting

  • Ensure commission entries are accurate to protect LTV tracking

Common Mistakes

  • Deleting instead of archiving

  • Not tagging contacts

  • Ignoring lifetime value insights

  • Creating duplicate contacts instead of merging

Design Philosophy

The Contacts Table is built to:

  • Be the single source of truth for people

  • Track relationship value

  • Support marketing segmentation

  • Connect revenue back to individuals

  • Maintain database integrity

It is the long-term memory of your business.

Summary

The Contacts Table is your:

  • Master CRM database

  • Lifetime value tracker

  • Referral attribution hub

  • Segmentation engine

  • Marketing foundation

It connects Leads, Mortgage Files, Referrers, and Commissions into one unified contact ecosystem.

Related Articles
BROKI FAQ
Settings Overview: How to Configure Broki Properly
The Partners Section is Broki’s referral relationship management system.
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