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Mortgage CRMs are software that help lenders attract and nurture potential borrowers and also streamline mortgage applications and approvals. The top mortgage CRMs offer standard features like pipeline management and email marketing plus industry-specific tools such as loan management, mortgage event notifications, and integrations with loan origination systems (LOS). To help you choose, we've evaluated the best CRM options and their use cases.
Here are the top six mortgage CRMs for loan salespeople:
Overall, we found Pipedrive to be the best option for those seeking mortgage-forward software, even though it's a general CRM. However, several options scored highly in one category or another, and all CRMs on our list are solid choices for the industry. Continue reading to learn each CRM's use case, pricing, and key features, or jump down to see our scoring criteria.
Note: All per-user prices are with a one-year commitment unless noted.
Helps you manage mortgage deals with an intuitive pipeline, robust sales tools, and add-ons.
Pipedrive isn't a mortgage CRM by design, but its loan tracking and hundreds of financial app integrations equip it with a decent suite of industry features. Even more useful are its a la carte add-ons for lead generation, document management, email marketing, and more. Its intuitive interface and 24/7 support solutions also help mortgage professionals set up and use the platform quickly for loan management, application esignature or approval, and invoice creation.
Pipedrive's low-cost base tiers and its available add-ons make it a top CRM for real estate and mortgage pros, but some users might prefer a CRM that's also specifically a mortgage platform. If this is you, check out Shape CRM, our top-rated industry-specific platform.
Offers a robust free tier with essential tools for mortgage lenders, plus upgrades for more functionality.
HubSpot CRM is our best free CRM with premium upgrades, offering key tools lenders need. Its free tier comes with features like live chat and bots to generate and qualify potential borrowers, customizable quotes to share your mortgage rates, and canned snippets and email templates to easily nurture leads and answer their questions. Upgrade to Sales Hub to score borrowers, collect esignatures on loan applications and agreements, digitize payments, and more.
While HubSpot CRM includes many features useful to mortgage lenders in its free version, upgrading can get expensive since you have to pay for both more features and more users. If you're comfortable using a general CRM but want to pay a per-user fee, consider Pipedrive.
Provides intelligent tools and customization for seamless commission and referral management.
Salesforce Financial Services Cloud is an out-of-the-box platform that combines the functionality of Sales Cloud and Service Cloud to help mortgage lenders track their commissions and referrals. Decide on which transactions are commissionable, like making sales or renewing a contract, and identify which referral is most likely to convert with Einstein GPT. Managers can also track their agents' performance so they can create incentive programs for top referrers.
While Salesforce is a great platform for those who need general CRM features and mortgage-specific customization, its plans are too expensive for smaller teams or startups. For a more affordable general CRM with a commission and referral tracker, check out Pipedrive.
Helps you guide newly acquired leads with automated messages, requests, updates, and more.
Whiteboard CRM is mortgage software offering automated lead nurturing, which will notify you about a new lead, invite them via email to contact you or fill out a loan application, and generate a call script prefilled with their info and a call-to-action. Whiteboard will also send the lead a list of documents you need for the loan, and it'll auto-notify them when they reach each new stage, including appraisal received, loan approved, loan clear to close, and closing docs out.
While Whiteboard CRM's lead nurturing features are useful, its pricing (and setup fee) is higher than many other options on our list and doesn't include a free trial. For a more affordable industry CRM with an extensive trial and lead nurturing features, check out LionDesk.
Offers AI-based lead scoring, document management, and integration with top LOS programs.
Shape CRM is a multi-industry tool that provides a rich suite of advanced mortgage-centric features. Its ShapeIQ technology uses AI to qualify, score, and route mortgage leads and add them to a prioritized sales pipeline. You can then contact the best leads via integrated text, phone, and email messaging or via Shape's secure borrower portal. Further strengthen your CRM through integrations with popular LOS programs like Encompass and LendingPad.
Shape CRM's mortgage-specific features are powerful, but its lack of free version or trial and its limited customizability can make users wary to commit. For a highly customizable CRM that offers a free period longer than a demo, sign up for Pipedrive's trial and tailor it to your needs.
Allows you to create and automate unlimited email campaigns and video marketing messages.
BNTouch is a mortgage CRM ideal for lenders using multichannel marketing. Create unlimited marketing videos and email campaigns using built-in assets and templates, and incorporate SMS or voice messages to market to borrowers via text. You can also send individual notes regarding loan agreements and receive notifications when they're signed. After the mortgage process, it's easy to stay in clients' minds with BNTouch's automated email or SMS follow-ups.
BNTouch is a solid option, but because its Individual plan is the most expensive on our list, it's not a realistic option for all single users. If this applies to you, consider Pipedrive for its Campaigns email marketing add-on or LionDesk for an affordable mortgage-specific CRM.
The top tools below are included in the best CRMs for mortgage professionals:
Email marketing capabilities allow you to segment your lists of leads and customers and send targeted email campaigns or ongoing drip sequences to each group, then measure the emails' success via analytics.
To determine the best CRM software for mortgage brokers and loan officers, we looked at general as well as industry CRM options, using a weighted scoring method to give each software a score out of five. We divided our scoring criteria into six categories, using key subcriteria to assign each option a score in every category. The CRMs scoring the highest overall made our list and received primary use cases based on their best features and tools.
We placed the most emphasis on core features and cost to ensure each option provided key tools at a reasonable price. Next, we looked at customization and native or third-party app integrations. Finally, we reviewed the ease of use of each CRM and the type and quality of customer support offered.
We looked into each CRM's general features, like contact management and lead scoring, as well as mortgage-specific features like loan application and referral tracking.
This includes monthly costs at different tiers, any setup fees, billing options and any available free options, including free trials but excluding demos.
We evaluated how much each CRM allows for customization of pipelines, reports, dashboards, and quotes.
We looked at how each CRM syncs with apps for mortgage/LOS, real estate, accounting, and more.
CRMs should make tasks less daunting — here, we checked the CRMs ourselves and took user reviews from reputable sites into consideration. We also looked into their knowledge bases and resources.
Accessible support is key should anything go wrong, so we examined whether each CRM offers live chat, email, and/or phone help. We also looked into real user feedback from certified review sites.
Investing in the right mortgage CRM software will help you attract and manage clients, track their individual loan processes and key documents, and maintain relationships with them. Whether you're new to the mortgage industry or a veteran in the field, we believe you'll benefit from any of the options highlighted on this list. If you're looking for a CRM software that covers real estate more broadly, check out our list of the best CRMs for agents and teams.
Alison is a Philadelphia-based technology writer for Selling Signals. She has 15 years of experience in the digital space, and her specialties include comparison guides and reviews across CRM, ecommerce, and various SaaS products. In her free time, Alison has received two HubSpot certifications plus a TEFL certification, as well as leads an online martial arts learning program.
Selling Signals delivers actionable advice for sales and marketing professionals. Learn strategies that help you hit targets, strengthen customer relationships, and win more business. Get expert advice on lead generation, sales processes, CRM software, sales management, and account management directly to your inbox.
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