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6 Best Mortgage CRM Software for Lenders in 2023

Name: Pipedrive
Item: Pipedrive
Rating: 4.3
Author: Alison Barretta

Written By

Alison Barretta

Aug 10, 2023

2 minute read

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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:

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.

Pipedrive: Best Overall Mortgage CRM

Helps you manage mortgage deals with an intuitive pipeline, robust sales tools, and add-ons.

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

Overall Rating

4.3

Core Features

4.5

Cost

3.9

Customization

4.7

Integration

4.5

Ease of Use

4.0

Customer Support

4.7

Pros

Affordable & includes 14-day trial
Easy to learn & customize
Integrates with LOS & financial apps

Cons

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

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.

Pipedrive Pricing

Essential: $14 per user, per month
Advanced: $29 per user, per month
Professional: $49 per user, per month
Power: $64 per user, per month
Enterprise: $99 per user, per month
Free Trial: 14 days
Pay for sales and marketing add-ons
Access to Pipedrive Marketplace

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, web forms, reports, and dashboards.
Add-On Features: Its add-ons make it one of the best general CRMs on the market.

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)

Overall Rating

4.1

Core Features

4.3

Cost

4.0

Customization

4.4

Integration

4.5

Ease of Use

3.8

Customer Support

4.7

Pros

Robust free tier
Zapier integrations for LOS sync
Premium upgrades available

Cons

Could be more customizable
Data & reporting lack depth
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 Version: Supports unlimited users
Sales Hub Starter: $18+ per month for 2 users
Sales Hub Professional: $450+ per month for 5 users
Sales Hub Enterprise: $1,200+ per month for 10 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 FAQ answers to template emails or use them in live chats.
Esignatures: Get digital signatures from borrowers on quotes or other documents.

Salesforce: Best for Commissions & Referrals

Provides intelligent tools and customization for seamless commission and referral management.

Price Range: $225 to $450 per user, per month (30-day trial)

Overall Rating

4.0

Core Features

4.9

Cost

2.0

Customization

4.7

Integration

5.0

Ease of Use

2.9

Customer Support

4.5

Pros

Sales & service functionality
Uses mortgage data model
Robust customization & integrations

Cons

Plans are expensive
Steep learning curve
Difficult to set up

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.

Salesforce Financial Services Cloud Pricing

Starter Enterprise Edition: $225 per user, per month
Starter Unlimited Edition: $375 per user, per month
Growth Enterprise Edition: $300 per user, per month
Growth Unlimited Edition: $450 per user, per month
Free Trial: 30 days
Access to AppExchange

Salesforce Financial Services Cloud Key Features

Einstein GPT: Score your referrals and identify which ones are more likely to convert.
Financial Profile: Track your clients' financial accounts, goals, and activity history.
Mortgage Data Model: Capture essential information for borrowers and loan officers.
Document Tracking: Monitor loan docs and approvals across different departments.

Whiteboard CRM: Best for Auto–Lead Nurturing

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)

Overall Rating

3.9

Core Features

4.6

Cost

2.8

Customization

4.8

Integration

4.4

Ease of Use

2.7

Customer Support

4.1

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 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.

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, Floify, and Encompass.
Referral Tracking: Identify which source is most successful in referring leads.
The Mortgage Playbook: Provides email templates, automated tasks, and more.

Shape CRM: Best for Advanced Features

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

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

Overall Rating

3.8

Core Features

4.5

Cost

2.8

Customization

3.8

Integration

4.6

Ease of Use

3.7

Customer Support

2.9

Pros

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

Cons

Mandatory setup fee
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-powered 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.

BNTouch: Best for Multichannel Marketing

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)

Overall Rating

3.7

Core Features

4.6

Cost

2.5

Customization

4.5

Integration

4.6

Ease of Use

2.8

Customer Support

3.1

Pros

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

BNTouch Key Features

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 and realtors 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.

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.

Methodology weights

Core Features 25%

Cost 20%

Customization 15%

Integration 15%

Ease of Use 15%

Customer Support 10%

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.

Alison Barretta

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.