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Wed, 01/31/2007

Purchase of Selling Smarter will connect DocMagic and LoanMagic to 135,000 loan officer network.

  • Loan officer seminars will incorporate LoanMagic to improve lead conversion.
  • Selling Smarter LLC now wholly-owned subsidiary of Document Systems, Inc.
  • David Bartels becomes Director of Educational Services for Document Systems, Inc.

CARSON, CALIF., February 12, 2007 - Document Systems, Inc. (DSI), a leading developer of mortgage technology for compliant loan document preparation and customer contact management, has acquired Selling Smarter LLC, Thousand Oaks, Calif., a training firm specializing in helping loan officers convert more mortgage leads into closed loans. David Bartels, former president of Selling Smarter will join DSI as Director of Educational Services and will continue to run the seminar operation.

“This is a very important acquisition for DSI,” said Don Iannitti, founder and CEO of Document Systems Inc. “David’s company is the No. 1 seminar provider in the mortgage business. His seminars have been viewed by more than 135,000 loan officers across the country. Now that he can offer LoanMagic and its suite of customer relationship management tools, Selling Smarter will have an even greater impact on the success of brokers and loan officers.”

Bartels said he chose DSI and Iannitti’s team over a number of other investors due to DSI’s understanding of and proven success in the mortgage business.

“DocMagic and LoanMagic are two of the greatest products in the mortgage space,” Bartels said. “I’m excited about introducing LoanMagic to hundreds of brokers in 2007. There is not a better value loan officers can get right now. Our approach is targeted at improving lead conversion. With LoanMagic, we now have the back-end technology to handle the customer relationship management tasks that result in more effective lead generation. It’s a great combination.”

DSI developed LoanMagic in 2000. It is the first fully integrated mortgage customer contact management system specifically designed to meet the needs of loan officers. It streamlines the tasks involved with acquiring leads, managing contacts and gathering all personal and credit information necessary to secure a loan.

The built-in loan program analysis tools allow loan officers to perform side-by-side comparisons of any of the 10,000 loan programs already built into the system. Connections embedded within LoanMagic allow seamless interface with Fannie Mae's Desktop Underwriter, Freddie Mac's Loan Prospector and much more. Once the loan program is chosen, a single click takes the user into DocMagic where any documents required for the lending process, from predisclosures to closing documents are ready for print or electronic delivery in seconds.

Bartels expects to spend more time focusing on the educational content his company provides to its clients, now that DSI’s team is in place to handle company administration and back-office support. He expects to offer more seminars this year than ever before.

Bartels said this is important because many brokers are not spending their resources correctly in the current market environment. “Brokers need to take a serious look at where they are spending their time and money,” he said. “The ways people select a loan officer and buy loan products have changed. Most loan officers spend the majority of their time and energy on techniques that are 40 or 50 years old.”

A case in point, he said, is the focus on increasing leads as a method of increasing closed loan volume. “In this environment, doubling the number of leads a loan officer produces is not a practical objective. What brokers need are tools, strategies and ideas that allow them to get better results with fewer leads,” Bartels said. “Just by making minor adaptations in their selling process and utilizing technology to create efficiencies and competitive advantages, loan originators can achieve incredible results in any market conditions.”

About Selling Smarter LLC
Based in Thousand Oaks, Calif., Selling Smarter LLC helps mortgage originators implement and sustain an information-based, technology assisted selling process that multiplies the percentage of leads that are converted into credit apps, loans closed and commission income. The company delivers its services through a combination of public seminars, schools, private team workshops, customized consulting services, technology implementation and self-study programs. To find out more, visit the company on the Web at

About Document Systems, Inc.
Founded in 1988 and headquartered in Carson, Calif., Document Systems, Inc., is a mortgage technology company that develops software, processes and Web-based systems for the production of compliant loan document packages. Along with it’s loan document production system, DocMagic®, DSI provides legal expertise regarding the completion of all applicable forms, and both guarantees and warrants that all agency forms are up-to-date and in compliance with GSE requirements. DSI’s staff includes a team of compliance experts that constantly monitor legal and regulatory changes at federal and state levels to ensure accuracy. DSI is the first company in the mortgage industry to develop a fully integrated mortgage customer contact management system, LoanMagicä, that is specifically designed to meet the needs of loan officers to help streamline the tasks involved with acquiring leads, managing contacts and gathering all personal and credit information necessary to secure a loan. For more information on DSI, visit the company’s Web site at