Linked vs. manual records

In this article:

The two flavors of record
What linked records get
What refreshes automatically (and what never does)
Reviewing suggested contact updates
How to link a manual record
Frequently asked questions

The Model Match CRM is built directly on top of Market Insights, Model Match's mortgage and real estate production database. That connection is what makes it different from a traditional CRM: instead of production data going stale the moment you enter it, records connected to Market Insights keep themselves up to date.

Every record in your CRM is one of two flavors, and you can tell them apart at a glance by the sparkle icon next to the name.

The two flavors of record

Linked records show a green sparkle. The record is matched to a Loan Officer, Real Estate Agent, Mortgage Company, or Branch in Market Insights. Clicking the green sparkle opens that entity's full Market Insights profile.
Manual records show a gray sparkle. The record was created by hand or imported without a match, so it has no production data yet. Clicking the gray sparkle opens the Match to Market Insights dialog, where you can link it (see below).

A manual record works like a record in any CRM. You can add notes, tasks, meetings, custom field values, and contact info. It simply won't show production data until it's linked.

What linked records get

When a record is linked, Market Insights automatically populates:

Production data: loan volume, units, purchase/refi mix, and (for companies and branches) team size. This powers the production columns in your tables, the KPIs on the record's Overview tab, and the full Production tab.
Contact information: emails, phone numbers, socials, and other details available in Market Insights.
Profile analysis: type-specific insights like Producer Tier and Referral Concentration on the record's Overview tab.

💡 The fastest way to get a fully enriched record is to add it straight from Market Insights. Search for the person or company in Market Insights and choose Add to CRM. The record arrives already linked, with contact info and a fresh production snapshot.

What refreshes automatically (and what never does)

This is the most important thing to understand about enrichment, so here it is plainly:

Refreshes on its own: volume, units, and team size. Linked records receive periodic background production updates, so your production columns and KPIs stay current without any work from you. These background refreshes never count as activity on the record, so they won't clutter your timeline or affect the Last Activity column.

Never changes on its own: contact information and anything you've edited. Once a record is in your CRM, you own its contact data.

🛑 Your edits always win. If you've edited a field on a record, whether it's a name, title, phone number, or email, Model Match will never overwrite it automatically. New contact info from Market Insights is only ever suggested, and nothing is applied until you review and approve it.

You can always see where a contact value came from. Values sourced from Market Insights carry a "Market Insights" badge; values you've added or edited carry an "Edited" badge. Editing a Market Insights value converts it to your own, and from that point on it's protected like any other edit.

Reviewing suggested contact updates

Occasionally, Market Insights finds new contact information for a linked person, such as a new email or phone number. When that happens, a banner appears on the record: "We have found new contact info for this record."

Clicking Review opens a field-by-field comparison where you're in full control:

Each suggested change shows the current value next to the new one, with a checkbox to accept or skip it. Depending on the field, accepting will either overwrite the existing value or add the new one alongside it.
A confirmation step summarizes how many fields will change before anything is applied. Applied changes can't be undone, so review carefully.
Choose Confirm & apply to accept your selections, or Don't show again to decline. Declined values are remembered and won't be suggested again.

Applied updates are logged to the record's activity timeline, so your team can see what changed and when.

How to link a manual record

You can link a manual record to Market Insights at any time:

Open the record and click the gray sparkle next to the name (or use the Link to Market Insights prompt on the Production tab).
The Match to Market Insights dialog shows candidate matches, each with the name, company and location, 14-month volume and units, and a match confidence percentage.
Find the right match and click Link.

💡 Linking is completely non-destructive. All of your existing notes, tasks, custom field values, and contact info stay exactly as they were. The record simply gains production data on top of everything you've already built.

Records with an NMLS ID can also link automatically during a CSV import, and the import flow includes an optional enrichment step where you verify each match by hand. See [Importing records from CSV] for details.

Frequently asked questions

I just linked a record, but the production columns show "—". Is something wrong?
No. Records linked manually may show empty production columns until the next automatic refresh, which typically happens within a day. Records added directly from Market Insights arrive with fresh data immediately.

Can I unlink a record?
Linking connects your record to its Market Insights profile for ongoing enrichment. If you believe a record was matched to the wrong entity, contact Model Match support.

Does enrichment change my record's Last Activity?
No. Background production refreshes never count as activity. Last Activity only reflects real actions by you and your team, like notes, calls, and status changes.

Do my teammates see the same data?
Yes. Enrichment applies to the record itself, so everyone with access to the record sees the same production data, badges, and history.

Up next

Learn how to organize your records with creating and organizing lists.