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:
- Pipedrive: Best overall mortgage CRM option for features and usability (14-day free trial)
- HubSpot CRM: Best free mortgage software with premium upgrades (free starting price)
- Salesforce Financial Services Cloud: Best commission and referral tracking (30-day trial)
- Whiteboard CRM: Best mortgage CRM option for automated lead nurturing (free demo)
- Shape CRM: Best mortgage CRM for advanced loan management features (free demo)
- BNTouch: Best CRM option for running multichannel marketing campaigns (free demo)
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.
Top 4 Mortgage CRM Features
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.
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 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.
Bottom Line: Best Mortgage CRM Software
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.
