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.

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 your mortgage CRM, we've evaluated the best options and their use cases.

Here are the top six mortgage CRMs for loan salespeople:

  • Pipedrive: Best overall mortgage CRM for features and pricing (14-day free trial)
  • HubSpot CRM: Best free CRM with premium upgrades (free starting price)
  • Shape CRM: Best mortgage CRM for advanced loan features (free demo)
  • LionDesk: Best CRM for loan and application management (30-day free trial)
  • Whiteboard CRM: Best mortgage CRM for automated lead nurturing (free demo)
  • BNTouch: Best for running multi-channel marketing campaigns (free demo)

How We Evaluated the Best Mortgage CRM Software

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.

Evaluation Criteria

We placed the most emphasis on cost and core features to ensure each option provided key tools at a reasonable price. Next, we looked at ease of use and native or third-party app integrations. Finally, we reviewed the customizability of each CRM plus the type and quality of customer support offered.

Cost:
25%
Core Features:
25%
Ease of Use:
20%
Integrations:
15%
Customization:
10%
Customer Support:
5%

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

Overall, we found that Pipedrive offers the best overall value for those seeking a mortgage-forward CRM, even though it's a general CRM not specifically geared toward mortgage professionals. However, several options scored highly in one category or another, and all CRMs on our list are solid options for the industry. Continue reading to learn how each fared in terms of pricing, features, and primary use cases.

Pipedrive: Best Overall Mortgage CRM

Well-rounded CRM known for its ease of use, reasonable pricing, and a la carte add-ons for more features.

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

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Pros:

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

Cons:

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

Pipedrive is not 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, all of which apply to mortgage lenders. Incorporate the LeadBooster add-on to generate leads, Web Visitors to identify and understand your site visitors, Campaigns to send drip campaigns to certain borrowers, and/or Smart Docs to send and sign client applications.

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.

Pipedrive Pricing

  • Essential: $14.90 per user, per month
  • Advanced: $24.90 per user, per month
  • Professional: $49.90 per user, per month
  • Enterprise: $99 per user, per month (minimum 10 users)
  • Free Trial: 14 days for all plans
  • Pay for sales and marketing add-ons: Campaigns, Smart Docs, Web Visitors, or LeadBooster

Pipedrive Key Features

  • Customer Portal: Clients can receive real-time updates and access their documents.
  • App Integrations: Integrations include Calyx, LendingPad, PropertyRadar, and more.
  • Strong Customizations: Build custom pipelines, reports, and dashboards.
  • Add-On Features: Its add-ons make it one of the best general CRMs on the market.

pipedrive leadbooster example

Visit Pipedrive

HubSpot CRM: Best Free CRM With Upgrades

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)

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Pros:

  • Robust free tier
  • Zapier integrations for LOS sync
  • Premium upgrades available

Cons:

  • Could be more customizable
  • Data and reporting are simple
  • Upgrading gets costly

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.

HubSpot CRM Pricing

  • Free Plan: Support for unlimited users
  • Sales Hub Starter: $45 per month for 2 users
  • Sales Hub Professional: $450 per month for 5 paid users
  • Sales Hub Enterprise: $1,200 per month for 10 paid users
  • Additional users can be purchased for extra
  • Integration with HubSpot's free marketing, service, and operation platform tiers

HubSpot CRM Key Features

  • Live Chat: Chat with leads, and incorporate bots to qualify them and book meetings.
  • Custom Quotes: Create branded quote templates to share mortgage rates quickly.
  • Canned Responses: Add answers to FAQs to emails or use them in live chats.
  • Esignatures: Get digital signatures from borrowers on quotes or other documents.

live chat dashboard example

Visit HubSpot CRM

Shape CRM: Best for Advanced Mortgage Features

Provides AI-based lead scoring, document management, and integration with top LOS programs.

Price Range: $99 per user, per month + setup fee (free demo)

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Pros:

  • Mortgage-specific platform
  • Integrates with popular LOS software
  • Upload, esign, and store documents

Cons:

  • Setup fee included
  • Support largely limited to email tickets
  • Could be more customizable up front

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.

Shape CRM Pricing

  • Single-Tier Pricing: $99 per user, per month (no annual commitment required)
  • Setup Fee: Contact for information
  • Free Demo: 15 minutes; contact for information

Shape CRM Key Features

  • ShapeIQ: Analyze, qualify, and score mortgage leads using AI and analytics.
  • Document Management: Store and send documents, including esignature capabilities.
  • LOS Sync: Export Fannie Mae 3.2 files or integrate Encompass and/or LendingPad.
  • Drip Campaign Automation: Schedule emails/texts and automate status updates.

Shape Software CRM Interface

Visit Shape CRM

LionDesk: Best to Manage Loans & Applications

Easily track loans from start to finish, plus the people and tasks associated with each one.

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

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Pros:

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

Cons:

  • Lacks native 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 targeted mortgage CRM. In the Transactions tab, LionDesk will prompt you to track all details related to each mortgage loan, including its stage, key dates related to escrow or policy expirations, financial details, and all contacts involved. This info will sit in a visual pipeline and dashboard, where you can then set up tasks to continue progressing the loan.

LionDesk's core tiers are affordable, but LOS integrations are only available via Zapier. If you want to use a CRM with native LOS integrations and you're willing to pay a higher per-user cost, learn more about Shape CRM.

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 all key loan details 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 transactions tab

Visit Liondesk

Whiteboard CRM: Best for Lead Nurturing

Guide new leads through your pipeline with automated welcome messages, requests, updates, and more.

Price Range: $100 to $150+ per user, per month + setup fee (free demo)

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Pros:

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

Cons:

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

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 CTA. 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.

Whiteboard CRM Pricing

  • Standard-Tier Pricing: $100 to $150 per user, per month (3-user minimum)
  • Enterprise Pricing: Contact for quote
  • Setup Fee: $299
  • Free Demo: Contact for information

Whiteboard CRM Key Features

  • Lead Aggregate Integrations: Connect to LendingTree, Zillow, Floify, and 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 CRM

BNTouch: Best for Multi-Channel Marketing

Create unlimited email campaigns and video marketing messages, and send them automatically.

Price Range: $69 to $148+ per user, per month + setup fee (free demo)

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Pros:

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

Cons:

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

BNTouch is a mortgage CRM ideal for lenders using multi-channel 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.

BNTouch Pricing

  • Individual: $148 per user, per month
  • Team: $69 to $79 per user, per month
  • Enterprise: Contact for quote
  • Setup Fee: $69 to $99 per user
  • Free Demo: Contact for information

BNTouch Key Features

  • Unlimited Messages: Get unlimited marketing emails, campaigns, and videos.
  • Automated Follow-Ups: Stay in touch with clients for years post-loan.
  • Loan Platform: Includes digital 1003, document management, and push notifications.
  • Text and Voice Marketing: Send text marketing and prerecorded voice messages.

BNTouch Mortgage Interface

Visit BNtouch

Top 4 Mortgage CRM Features

The top tools below are included in the best CRMs for mortgage professionals:

Email Marketing

Loan Management

Mortgage Event Notifications

LOS Integrations

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, and 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 a loan origination system (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 correct.

Bottom Line: Best Mortgage CRM Software

Investing in the right mortgage CRM software will help you attract and manage clients, plus maintain relationships with them. 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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