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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.
Price Range: $14.90 to $99 per user, per month (14-day trial)
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.
Price Range: Free to $1,200+ per month (Sales Hub)
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.
Price Range: $225 to $450 per user, per month (30-day trial)
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.
Price Range: $100 to $150+ per user, per month + $299 setup fee (free demo)
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.
Price Range: $99 per user, per month + setup fee (free demo)
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.
Price Range: $79 to $148+ per user, per month + $69+ setup fee (free demo)
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.
Loan management features allow you to track and automate the entire loan lifecycle, from application to close, so you can easily stay on top of the mortgage loans you're working on with applicants and clients.
Mortgage event notifications include reminders about changes to annual premium and insurance rates. This feature also often includes a built-in calendar where you can add appointments and other events plus pop-up alerts and notes to help you remember key details.
By integrating an LOS with your CRM, you can connect the information between the two platforms and set them up to automatically sync so the data is always current.
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.
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.