Adding records to your CRM

Four ways to bring Loan Officers, Agents, Companies, and Branches into your CRM.

In this article:

The four paths at a glance
Adding from Market Insights (recommended)
Creating a record manually
Importing from CSV or paste
Adding from rosters and relationships
Frequently asked questions

The four paths at a glance

There are four ways to add records to the Model Match CRM. Which one you reach for depends on where your data is coming from:

From Market Insights: search Model Match's production database and add people or companies directly. Best for prospecting, and the only path where records arrive fully enriched from the start.
Manual create: type in a person or company by hand. Best for one-off additions.
Import: upload a CSV or paste rows to create or update many records at once. Best for migrating from another CRM or a spreadsheet.
From rosters: pull colleagues and team members into your CRM from a record's Team or Relationships tab.

Whichever path you use, every new person is typed as a Loan Officer or Real Estate Agent, and every new company is a Mortgage Company or Branch. There's no generic contact type.

Adding from Market Insights (recommended)

The best way to add a record is straight from Market Insights. Search for the Loan Officer, Agent, Company, or Branch you're targeting and choose Add to CRM.

Records added this way arrive:

Already linked (green sparkle), with production data current as of the moment you add them.
With contact information from Market Insights already in place.

💡 This is the only path where the record is enriched immediately. Records linked later through matching may show empty production columns until the next automatic refresh, typically within a day. If enrichment matters to your workflow, start in Market Insights.

You'll also see prompts pointing you here throughout the CRM. Empty states and the create dialog both suggest Market Insights search, because it saves you from typing data Model Match already has.

Creating a record manually

To add a single record by hand, click New Person or New Company. The create dialog includes:

A type toggle: Loan Officer or Real Estate Agent for people; Mortgage Company or Branch for companies.
Name, job title, company and company type, status, and description.
Multiple emails and phone numbers (phone numbers are validated as you type).
Location, social profiles, and any custom fields.
Owner, which defaults to you but can be assigned to any teammate.
An optional Add to list picker so the record lands on a list immediately.

Adding several records in a row? Flip on the "Create more" switch and the dialog stays open after each save, so you can keep entering records without reopening it.

Manually created records start unlinked (gray sparkle). You can match them to Market Insights at any time, and linking preserves everything you've entered.

Importing from CSV or paste

For bulk additions, go to More → Import Records. The import walks you through up to four steps.

Step 1: Source

Drag and drop a CSV, TSV, or TXT file, or paste rows directly.
Pick the entity type you're importing (Loan Officers, Agents, Companies, or Branches).
Optionally toggle "Enrich with Market Insights" to match your imported rows against the production database (see Step 3).
A template file is available to download if you want a known-good starting format.

Step 2: Map

Model Match auto-guesses which of your columns map to which fields. Review the mapping, toggle whether your first row is a header, and check the ready and error counts before continuing.

Two mapping behaviors worth knowing:

Rows with a Model Match Person or Company ID update existing records instead of creating new ones, so a single import can mix updates to existing records with brand-new additions.
Rows with an NMLS column link automatically to the matching Market Insights entity.

Step 3: Enrich (if you toggled it on)

Imported records are matched against Market Insights, and a verify table puts you in control of every match:

Accept or decline each match individually.
For accepted matches, choose field by field which value wins: the one you imported or the one from Market Insights.

🧠 Your imported contact info is never silently overwritten. For emails and phone numbers, the default is to keep the value you typed. Fields that only exist in Market Insights, like socials, website, address, title, and company, default to accepting the Market Insights value. Either way, you can override any field before confirming.

Step 4: Done

A summary shows how many records were created, updated, and failed, with a per-row reason for every failure so you can fix and re-import just the problem rows.

Adding from rosters and relationships

The CRM also surfaces people you might want to recruit right where you're already working:

On a Company or Branch record, the Team tab shows the Market Insights roster of Loan Officers at that organization.
On a Loan Officer or Agent record, the Relationships tab shows CRM connections, colleagues, and nearby or similar people worth recruiting.

Roster and relationship rows include Add buttons that pull that person into your CRM, or straight onto the list you're currently working, in one click.

This is one of the fastest prospecting loops in the CRM: add a branch you're targeting, open its Team tab, and add its top producers to your outreach list without ever leaving the record.

Frequently asked questions

Do imported records count as activity?
No. Import-time enrichment and background data refreshes never count as record activity. The Last Activity column only reflects real actions by your team.

Can I import into a specific list?
Yes. The import flow includes an option to add the imported records to a list, and the manual create dialog offers the same.

What file formats does import accept?
CSV, TSV, and TXT files, or you can paste rows directly. A downloadable template is available in the Source step.

How do I update many records at once?
Include the Model Match Person or Company ID column in your file. Rows with an ID update the matching existing record; rows without one create new records.

Who owns records I create?
The Owner defaults to whoever creates the record, and you can assign any teammate as Owner during creation or any time after. Remember that ownership is a working assignment, not visibility. See Who can see what: privacy and sharing.

Up next

Once your records are in, organize them with creating and organizing lists, or learn how enrichment keeps them fresh in Linked vs. manual records.