6 Best Mortgage CRM Software for Lenders in 2022

Learn about the best mortgage CRM software for loan officers with our independent editorial review, including use-cases for each.

You likely implement loan origination system (LOS) software to streamline mortgage applications and approvals. However, you should also consider using customer relationship management (CRM) software to attract leads, organize contacts, and maintain client connections. Many CRMs integrate with LOS software so you can have everything you need in one place. After hours of research, we present our list of the six best mortgage CRM software.

Here are the top six mortgage CRMs for loan salespeople:

  • Pipedrive(Best overall) Best general CRM option with a customer portal ($14.90 starting price)
  • LionDesk: Best mortgage CRM for loan application management ($21 starting price)
  • Shape CRM: Best for users needing robust mortgage features ($99 starting price)
  • BNTouch: Best for lenders running multi-channel marketing campaigns ($148 starting price)
  • Jungo: Best mortgage software for those wanting a Salesforce solution (request a quote)
  • Whiteboard Mortgage CRM: Best CRM for mortgage lead generation ($79 starting price)

If you need a low-cost CRM with robust general sales and client management features, we recommend Pipedrive. If you're looking for a mid-price CRM with solid general and real estate-specific features, check out LionDesk. Or, if you need a top-tier CRM option with extensive mortgage-specific features for people and teams, visit Shape CRM. Otherwise, our other top-rated options might be best if their primary use-cases sound like a good fit for you.

How We Evaluated the Best Mortgage CRM Software

Mortgage brokers and loan officers will benefit most from uncomplicated CRM software with solid general and mortgage-specific features at a reasonable price. Thus, when determining the best, we looked at both general as well as industry CRM options, using a weighted scoring method to give each top software a score out of five. Take a look at our specific evaluation criteria below:

Evaluation Criteria

We divided our scoring criteria into six categories, using key subcriteria to assign each option a score in every category. We placed the most emphasis on cost, core features, and ease of use. Also included is third-party app integrations, customization, and customer support.

Core Features:
Customer Support:

Note: All per-user prices are with a one-year commitment unless noted.

Even though some options scored high in one category or another, overall, we found that Pipedrive offers the best overall value for those seeking a mortgage-forward CRM. Check out how each faired in terms of pricing, features, and primary use-cases.

Pipedrive: Best Customer-Centric CRM

Well-rounded CRM known for its ease-of-use, customization, and excellent customer-facing features.

Price Range: $14.90 to $99 per user, per month (14-day free trial)

Overall Rating star-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-full star-full Customizations star-fullstar-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-fullstar-fullstar-full


  • Affordable & includes 14-day trial
  • Easy to learn and customizable
  • Integrates with many financial apps


  • Lacking core industry features
  • Only 1 dashboard with basic tiers
  • No SMS integration

Pipedrive is not a mortgage CRM by design but its Financial Services platform equips it with a decent suite of industry features — including hundreds of financial app integrations and loan tracking. Pipedrive’s client-forward CRM has a customer portal that organizes documents and gives real-time status updates for applications. Pipedrive’s prices are among the most affordable on our list, with no setup fees required. You can try Pipedrive free for 14 days.

Pipedrive Pricing

  • Essential: $14.90 per user, per month
  • Advanced: $24.90 per user, per month
  • Professional: $29.90 per user, per month
  • Enterprise: $99 per user, per month
  • Free trial: 14 days for all plans

Pipedrive Key Features

  • Ease-of-Use: One of the simplest CRMs to use with an intuitive Kanban pipeline
  • Customer portal: Clients can receive real-time updates and access documents
  • App integrations: Integrations include Calyx, LendingPad, PropertyRadar, and more
  • Customizable: Build custom reports, pipelines, and dashboards
  • Customer support: Chat and email support is available 24/7

Pipedrive Financial Interface

Visit Pipedrive

LionDesk: Best for Loan Application Management

Easily track loan applications from start to finish with this CRM, including a generous 30-day trial.

Price Range: $21 to $83 per user, per month (30-day free trial)

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  • 30-day free trial included
  • Easy to track entire loan process
  • Automated tasks and follow-ups


  • No LOS integrations
  • Add-ons and overages get pricey
  • No way to customize reports

LionDesk—one of our top-rated real estate CRMs—offers a Loan Officers platform that transforms it into a reliable mortgage CRM. Use the Transactions tab to manage loan applications, refinancing, and closings. LionDesk also shines when it comes to lead nurturing with a host of drip campaign options and an AI text messaging bot called Gabby. With a generous 30-day trial, you can acquaint yourself with LionDesk before committing.

LionDesk Pricing

  • Starter: $21 per user, per month
  • Pro+: $42 per user, per month
  • Elite: $83 per user, per month
  • Free trial: 30 days for all plans

LionDesk Key Features

  • Loan management: Track everything from application to close
  • AI lead follow-up: Gabby AI follows up with leads via SMS for up to a year
  • Enhanced drip campaigns: Automate emails, text messages, and phone calls
  • App integrations: Integrates with MailChimp, Outlook, and LionDesk add-ons

LionDesk Mortgage Interface

Visit Liondesk

Shape CRM: Advanced Mortgage Features

A general CRM that has AI-based lead scoring, document management, and integration with top LOS programs.

Price Range: $99 per user, per month (14-day free trial)

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  • Free trial offers full CRM access
  • Integrates with popular LOS software
  • Upload, eSign, and store documents


  • Setup fee included (cost unknown)
  • Support largely limited to email tickets
  • Could be more customizable up-front

Shape CRM is a general CRM that excels at providing a rich suite of mortgage-centric features. Its ShapeIQ technology uses AI, analytics, and data to qualify and score mortgage leads. Shape Software CRM even supports Fannie Mae 3.2 file exports and integrates with popular LOS programs like Encompass and LendingPad. Enjoy unfettered access to every feature of Shape Software CRM at no cost with a 14-day free trial.

Shape Software CRM Pricing

  • Single-tier pricing: $99 per user, per month
  • Free trial: 14 days for all features
  • Setup fee: Amount unknown

Shape Software CRM Key Features

  • ShapeIQ: Analyze, qualify, and score mortgage leads using AI and analytics
  • Document management: Store and send documents — eSignature included
  • LOS sync: Export Fannie Mae 3.2 files or integrate Encompass and LendingPad
  • Drip campaign automation: Schedule emails/texts and automate status updates

Shape Software CRM Interface

Visit Shape CRM

BNTouch: Best for Multi-Channel Marketing

Retain customers with BNTouch’s unlimited email, campaigns, and videos — all of which you can send automatically.

Price Range: $148 to $158 per user, per month (free demo)

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  • Set-it-and-forget-it follow-ups
  • Manage loans from start to finish
  • Unlimited emails, campaigns, and videos


  • SMS only included with Individual plan
  • 2,500-record limit for some plans
  • Pricey with no free trial period

BNTouch mortgage CRM is ideal for loan salespeople involved in multi-channel marketing. Users can create unlimited emails, campaigns, and marketing videos. BNTouch also makes it easy to engage with clients during and after the mortgage process with automated follow-ups. Individual plan subscribers can send 1,000 SMS messages (or up to 1,000 minutes of voice messages) per month at no extra cost; it’s a $49 add-on for Team and Enterprise tiers.

BNTouch Pricing

  • Individual: $148 per user, per month
  • Team: From $158 per user, per month
  • Enterprise: Call for pricing
  • Setup fee: From $79 per user
  • Free demo: Contact for more information

BNTouch Key Features

  • Unlimited: CRM comes with unlimited Emails, campaigns, and video marketing
  • Automated follow-ups: Stay in touch with clients post-loan for up to 15 years
  • Loan platform: Includes digital 1003, document management, and push notifications
  • Text and voice marketing: Included free for Individual users (otherwise a $49 add-on)

BNTouch Mortgage Interface

Visit BNtouch

Jungo: Best for Salesforce Power Users

Built on Salesforce, this customizable CRM features hundreds of app integrations and robust features.

Price Range: Request a quote & free demo

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  • Hundreds of app integrations
  • Automated workflows, including loan management
  • Emphasis on post-close marketing


  • Hidden price and no free trial
  • Add-ons are useful but costly
  • Steep learning curve

Jungo mortgage CRM is built on the renowned Salesforce platform. This opens Jungo up to hundreds of integrations via Salesforce AppExchange, Salesforce mobile app access, and plenty of custom elements. Salesforce Power Users will feel at home with Jungo while those unfamiliar with Salesforce may need extra time familiarizing themselves with this CRM. Fortunately, Jungo provides live onboarding support along with a decent knowledge base.

Jungo Pricing

  • Single-tier pricing: Request a quote
  • Free Demo: Contact for more information

Jungo Key Features

  • Built on Salesforce: This grants access to Salesforce’s vast AppExchange
  • Automated tasks: Automate email sends, lead gen, and loan management
  • Loan milestone tracking: Alert customers from application to approval
  • Post-client marketing: Send branded gifts and cards for an additional fee

Jungo Mortgage Interface

Visit Jungo

Whiteboard CRM: Best for Lead Generation

Source mortgage leads from Zillow, LendingTree, and many more popular aggregates with this CRM.

Price Range: $79 per user, per month (free demo)

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  • Integrates with many top lead sources
  • Syncs with popular LOS platforms
  • Playbook provides nice starting point


  • Limited support options beyond setup
  • No free trial available
  • Could be more customizable

Whiteboard Mortgage CRM plays nice with a number of lead aggregates, ranging from pre-mapped imports like Zillow and LendingTree to webhook-enabled imports like Boomtown, and Lead Point. That’s in addition to integrations with top LOS platforms Calyx and Encompass. Also notable is the Whiteboard’s Mortgage Playbook, which provides automated task creation, email templates, call prompts with scripts, and other useful functions right out of the box.

Whiteboard Mortgage CRM Pricing

  • Single-tier pricing: $79 per user, per month
  • Setup fee: $299
  • Free Demo: 

Whiteboard Mortgage CRM Key Features

  • Lead sources: Integrates with LendingTree, Zillow, Floify, and much more
  • LOS integrations: Supports Fannie Mae 3.2 files, Calyx, and Encompass
  • Referral tracking: Learn which source is most successful in referring leads
  • The Mortgage Playbook: Provides email templates, automated tasks, and more

WhiteBoard Mortgage Interface

Visit Whiteboard Mortgage CRM

Bottom Line: Best Mortgage CRM Software

Investing in the right mortgage CRM software will help you attract, manage, and maintain relationships with your clients. It’ll also make tracking individual loan processes and organizing key documents much easier. Whether you’re new to the mortgage industry or a veteran in the field, we believe you’ll benefit from any of the six sales software options highlighted on this list.

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