As a mortgage professional, your livelihood depends on leads \u2014 how well you generate, capture, manage, and nurture them. And at some point, those spreadsheets just don\u2019t cut it anymore. A CRM can help you with almost all of those aspects (depending on the CRM), which is why choosing the best mortgage CRM is crucial.<\/p>\n
<\/a><\/p>\n To help you decide, we\u2019ve done the research, assisted by ChatGPT and Claude, and put together this best mortgage CRM guide. This article was fact-checked and revised by a HubSpot staff writer before publication.<\/p>\n A CRM like HubSpot, for example, has advanced marketing tools built in, so you can generate leads through landing pages and targeted campaigns. Accord Mortgages<\/a> generated 25,000 leads after using HubSpot to create valuable content and a more personalized customer journey. Read on for detailed info on the best mortgage CRMs.<\/p>\n Table of Contents<\/strong><\/p>\n What is a mortgage CRM?<\/a> <\/a> <\/p>\n A mortgage CRM pulls relevant customer data from disparate sources, such as your POS and LOS (though this may take some configuring, depending on your CRM), and creates a unified customer profile so you can see prior interactions and customer preferences.<\/p>\n It can also help you with pipeline management, lead scoring, marketing campaigns, and automating tedious tasks. For example, HubSpot Smart CRM is automatically integrated with sales and marketing tools so you can use your customer data to power personalized campaigns.<\/p>\n <\/a> <\/p>\n CRM<\/strong><\/p>\n Best For<\/strong><\/p>\n Key Features<\/strong><\/p>\n Pricing<\/strong><\/p>\n Free Trial Available<\/strong><\/p>\n HubSpot<\/strong><\/p>\n Lenders who want a CRM with powerful marketing tools for lead gen<\/p>\n \u2022 Referral tracking and ROI analysis<\/p>\n \u2022 Lead generation with powerful marketing tools<\/p>\n \u2022 Breeze AI assistant<\/p>\n Free CRM; Paid plans from $15\/seat\/month to $3,600\/month.<\/p>\n Yes (Free forever CRM)<\/p>\n Candid<\/strong><\/p>\n Loan officers looking for a sales and marketing CRM built just for LOs<\/p>\n \u2022 24\/7 client portal with document management<\/p>\n \u2022 Automated post-closing retention<\/p>\n \u2022 Built-in POS + LOS integrations<\/p>\n Contact for pricing.<\/p>\n No<\/p>\n Jungo<\/strong><\/p>\n LOs who want the power of Salesforce with mortgage-specific CRM features<\/p>\n \u2022 Built on Salesforce platform<\/p>\n \u2022 Two-way business SMS messaging<\/p>\n \u2022 LOS integrations<\/p>\n $119-$149\/user\/month; contact Jungo for Enterprise pricing.<\/p>\n Available upon request<\/p>\n Shape<\/strong><\/p>\n Lenders needing a CRM with marketing features and one-to-one MMS texting<\/p>\n \u2022 Referral management<\/p>\n \u2022 Two-way SMS and MMS messaging<\/p>\n \u2022 LOS syncing and built-in POS<\/p>\n Contact for pricing.<\/p>\n No<\/p>\n BNTouch<\/strong><\/p>\n Lenders looking for a mortgage-specific CRM with white glove implementation<\/p>\n \u2022 Mortgage website and landing page builders<\/p>\n \u2022 In-house white glove implementation services<\/p>\n \u2022 Built-in POS + LOS integrations<\/p>\n $165\/month + $125 activation fee (Individual); $190\/month + $95\/user activation fee (Team); contact for Enterprise pricing.<\/p>\n No<\/p>\n Below, we\u2019ll walk you through five of the best mortgage CRMs. Some of these are purpose-built, meaning they\u2019re designed only for use by loan officers, mortgage brokers, and other mortgage professionals. We\u2019ll also include general CRMs that are highly flexible and can be configured for mortgage businesses.<\/p>\n Best for: <\/strong>Lenders who want a CRM with powerful marketing tools for lead gen<\/p>\n Referral tracking and ROI analysis:<\/strong> Lending relies on leads, but not all leads are worth the same amount of time and energy. With the right setup, HubSpot can help you track referrals as they move through the pipeline, identifying exactly where the best leads came from so you can focus your efforts on the sources with the highest ROI. <\/p>\n Lead generation with powerful marketing tools:<\/strong> Traditional CRMs are built for sales teams to capture and nurture leads, but HubSpot takes it a step further with Marketing Hub, which has powerful tools for creating landing pages, social media posts, and email marketing campaigns to generate more leads for your mortgage lending business. Accord Mortgages<\/a> generated 25,000 leads using HubSpot. After 12 months, HubSpot customers in financial services see 346%<\/a> more inbound leads. <\/p>\n HubSpot\u2019s AI (Breeze):<\/strong> Breeze is integrated into HubSpot Smart CRM, so whether you\u2019re prepping for a phone call or drafting an email, the AI assistant is there to make your processes more efficient. Ask Breeze to give you the rundown on a client before your call, or have it generate a personalized follow-up email so you\u2019re always on top of your game. <\/p>\n HubSpot\u2019s CRM is always free, and it offers free plans for all six core products (marketing, sales, service, content, operations, and commerce). Best for: <\/strong>Loan officers looking for a sales and marketing CRM built just for LOs<\/p>\n 24\/7 client portal with document management:<\/strong> Clients can log into their online portal anytime to access pre-approval letters and upload verification documents. <\/p>\n Automated post-closing retention:<\/strong> A good LO knows that relationships don\u2019t end at closing. Automate post-closing retention behaviors with things like automated handwritten birthday cards and annual financial check-ins to ensure your customers feel valued and come back to you when they need to refinance or purchase another home. <\/p>\n Built-in POS, plus loan origination system (LOS) integrations: <\/strong>Candid natively integrates with leading LOSs, including ARIVE, Encompass, LendingPad, and Nano. <\/p>\n Candid does not list its pricing on its website. Request a demo from Candid<\/a> to get pricing. No free trial.<\/p>\n Source<\/em><\/a><\/p>\n Best for: <\/strong>LOs who want the power of Salesforce with mortgage-specific CRM features<\/p>\n Built on the Salesforce platform:<\/strong> Access the entire AppExchange and<\/em> access this CRM on mobile devices via Salesforce’s mobile app. If you\u2019re already using Salesforce for other parts of your business, the familiarity of the platform might be an advantage for you. <\/p>\n Two-way business SMS text messaging: <\/strong>No more messy messaging from your personal device. This CRM\u2019s business SMS text messaging ensures all communications are captured in your CRM and even automates messages based on triggers so you never let a deal go cold. <\/p>\n LOS integrations:<\/strong> This CRM integrates<\/a> with popular loan origination software, including Encompass, Calyx, Byte Software, and Velocity. <\/p>\n Jungo Mortgage App: $119\/user\/month Best for: <\/strong>Lenders needing a CRM with marketing features and one-to-one MMS texting<\/p>\n Referral management: <\/strong>Use integrated referral tracking and co-branding to build partner relationships. You can also identify who your top referrers are. <\/p>\n Two-way SMS and MMS text messaging:<\/strong> Keep in touch with leads with bidirectional SMS and MMS texting. So, if you want to send a GIF to keep things light and build rapport, you can do that through the CRM inside its dedicated texting inbox. <\/p>\n LOS syncing and built-in POS:<\/strong> Enjoy native integrations with Encompass, LendingPad, and LendingDox, allowing you to connect your data between the two platforms seamlessly. <\/p>\n Shape has three tiers<\/a>: Professional, Engage, and Enterprise. But to get pricing, you must sign up for a demo. Shape no longer offers a free trial; it states on its website<\/a> that there may be outdated content online claiming that Shape offers free trials, but these are \u201cvoid and are no longer honored by Shape.\u201d<\/p>\n Source<\/em><\/a><\/p>\n Best for: <\/strong>Lenders looking for a mortgage-specific CRM with white glove implementation<\/p>\n Mortgage website and landing page builders:<\/strong> Build your website with mortgage-specific templates. Your real estate partners can also build property-specific landing pages for lead gen purposes. <\/p>\n In-house white glove implementation services: <\/strong>Third parties often offer white glove implementation services for CRMs, but this CRM is unique in that it has its own in-house White Glove team that will handle implementation for you. <\/p>\n Built-in POS, plus LOS integrations: <\/strong>Enjoy the convenience of a built-in POS for a stronger customer experience. Additionally, this CRM includes native integrations with popular LOSs, including LendingPad, Encompass, and Calyx. <\/p>\n BNTouch has three pricing plans<\/a>:<\/p>\n Individual: $165\/month + $125 activation fee <\/a> <\/p>\n Builds stronger client relationships, boosting retention.\u00a0<\/strong>Buying a home is a very personal process, and loan officers who make clients feel special are more likely to get positive reviews and future referrals. CRMs ensure your clients feel cared for throughout the process by storing their relevant data, including their preferences and life events, so you can keep in touch with them, even long after closing. HubSpot’s contact management<\/a> ensures your team sees clients’ past activity, including their conversation history with you. <\/p>\n Improves pipeline visibility. <\/strong>With a mortgage CRM, you can easily track where your clients are in the process. With HubSpot, you can set up and customize pipelines<\/a>, such as for a loan application. <\/p>\n Helps you identify your most lucrative campaigns. <\/strong>Optimize your spending by seeing exactly which campaigns drive the most valuable clients. With HubSpot Smart CRM, you can even create a customer journey report<\/a> to see every digital touch point and how it affects conversion. <\/p>\n Can boost lead volume and quality. <\/strong>A mortgage CRM with marketing capabilities will let you build effective landing pages to drive more traffic and lead volume. Additionally, with lead scoring, you\u2019ll ensure your sales reps know which contacts to prioritize. HubSpot’s Marketing Hub has lead scoring software<\/a> that helps you prioritize leads based on fit and engagement. <\/p>\n Makes you more operationally efficient. <\/strong>Accord Mortgages reduced its time spent on sales reporting by 25% after implementing HubSpot. <\/p>\n <\/a> <\/p>\n Native integration with your existing software:<\/strong> Before adding a mortgage CRM to your tech stack, it\u2019s crucial to ensure it plays nicely with your other software. Two major ones are going to be your LOS and POS. Some mortgage-specific CRMs come with a built-in POS, but it depends on the provider. For example, HubSpot Smart CRM doesn\u2019t have a native POS, but you can work with a HubSpot solutions partner<\/a> or use HubSpot\u2019s API<\/a> to build a custom integration. <\/p>\n Marketing automation and lead gen capabilities: <\/strong>A good mortgage CRM goes above and beyond simply storing contacts and interactions. The best one will use that data to power marketing and lead generation. HubSpot Smart CRM is automatically integrated with marketing and sales tools so you can personalize your campaigns and win over more clients. <\/p>\n Referral tracking and management: <\/strong>If you\u2019ve ever wondered who your top business referral partners are, a mortgage CRM can solve that for you fast by tying each new contact to its originating source. With HubSpot Smart CRM, you can create a custom property<\/a> and manually assign referral sources each time you create a new contact referred by a partner. <\/p>\n Lead scoring and prioritization: <\/strong>With HubSpot, you can assign rule-based lead scoring. On its Marketing Hub Enterprise plan, HubSpot uses AI to evaluate past successful leads, including fit and engagement data points, and builds a model that scores contacts<\/a> and helps you prioritize them. <\/p>\n <\/a> <\/p>\n Step 1: Map your workflows.<\/strong>\u00a0Whether it\u2019s the loan application process or a sequence of emails you typically send to follow up with a prospect, map out your most common workflows. These are the low-hanging fruit that a good mortgage CRM can automate.<\/p>\n Step 2: Identify must-have features.<\/strong>\u00a0We\u2019ve already mentioned some above: native integrations, referral tracking, marketing automation, and lead scoring. But must-have features differ depending on the mortgage professional. Maybe there\u2019s a specific LOS you use that you really want your CRM to integrate with, or perhaps you want group MMS capabilities. Whatever the case, make a list of features that your ideal mortgage CRM will have.<\/p>\n Step 3: Compare ease of use and team fit.<\/strong>\u00a0Mine the websites of the different mortgage CRMs you\u2019re considering. Look for case studies from mortgage businesses that are similar to yours. Sign up for sales demos with your shortlist of CRM options. That way, your team can test out the different software, ask specific questions, and, more importantly, get custom quotes.<\/p>\n Step 4: Check your budget.\u00a0<\/strong>After getting quotes from each CRM, compare those against the budget you\u2019ve been assigned for this investment.<\/p>\n Step 5: Choose a flexible platform like HubSpot.\u00a0<\/strong>A big question you\u2019ll come up against during the decision-making process is this: Do you want a mortgage-specific platform that will have built-in features unique to lending but might be more restrictive? Or, would you rather have a CRM that\u2019s flexible and easily customized for your needs? HubSpot Smart CRM is used by mortgage professionals and can be configured by your team or a HubSpot Solutions Partner. US Mortgages hired Revenue River<\/a>, a diamond HubSpot Agency partner, to build a custom platform that integrates with HubSpot to automate and improve sales operations.<\/p>\n <\/a> <\/p>\n HubSpot stands out as one of the best CRMs for mortgage professionals based on its flexibility, ease of use, and its unified customer platform. By combining marketing, sales, and service, HubSpot empowers true cross-functional communication. Online mortgage broker Better.co.uk<\/a> saw a 50% growth in meaningful customer interactions after creating a unified customer journey with HubSpot.<\/p>\n In a mortgage CRM, look for native integrations with existing software, marketing and sales automation, referral tracking and management, lead scoring, and AI capabilities. HubSpot Smart CRM comes with Breeze, AI that is integrated throughout the customer platform, assisting you with things like social media content generation and sales follow-up emails.<\/p>\n Yes, HubSpot is an excellent CRM option for mortgage professionals. Though not mortgage-specific, the customer platform can be configured to meet your unique needs and is used by mortgage businesses, including Accord Mortgages and NQM funding.<\/p>\n Costs vary widely, but HubSpot is the only CRM on this list that offers a free forever plan. Other mortgage CRMs on this list start from $119 per user per month. Depending on which tier you get, how many seats you need, and which features you select, a mortgage CRM could go up to thousands of dollars per month.<\/p>\n <\/a> <\/p>\n There\u2019s no shortage of CRMs claiming to be the best for mortgage professionals, but here\u2019s why HubSpot\u2019s unified customer platform stands out as a mortgage CRM.<\/p>\n True 360-degree client view<\/strong>: HubSpot Smart CRM is connected to its native sales, marketing, service, and operations tools, meaning all of your teams get visibility into a single source of truth. You\u2019ll be able to see every interaction your clients make with your business \u2014 and make smarter decisions based on it. <\/p>\n Advanced marketing and lead gen<\/strong>: HubSpot\u2019s advanced marketing software lets you build property landing pages, automate sales emails, and personalize campaigns based on client data. <\/p>\n Intelligence powered by Breeze AI: <\/strong>Equip your mortgage business with powerful AI agents, including Breeze Prospecting Agent, which analyzes data points and guides your sales team on how best to interact with leads. <\/p>\n National lender NQM Funding<\/a> scaled its business to $4B in annual funding after using HubSpot to unify its processes and teams. Online mortgage broker Better.co.uk<\/a> created more than 15 personalized customer journeys using HubSpot.<\/p>\n
\n CRM Comparison Table<\/a>
\n Best CRM Software for Mortgage Businesses<\/a>
\n Benefits of CRM Software for Mortgage<\/a>
\n 4 Important Features for a Mortgage CRM<\/a>
\n How to Choose a CRM for Mortgage (Step-by-Step)<\/a>
\n Frequently Asked Questions<\/a>
\n Meet HubSpot, the Top CRM Choice for Mortgage Companies<\/a> <\/p>\nWhat is a mortgage CRM?<\/h2>\n
Best Mortgage CRMs at a Glance<\/h2>\n
Best CRM Software for Mortgage Businesses<\/h2>\n
1. HubSpot<\/a>
\n<\/h3>\n\nKey HubSpot Features<\/strong><\/h4>\n
HubSpot Pricing<\/strong><\/h4>\n
\n Each core product has a free, Starter, Professional, and Enterprise plan. Paid plans start at $15\/seat\/month and go up to $3,600\/month for the Marketing Hub Enterprise plan (which includes five core seats). Commerce Hub is a payment processor that is free to use but charges fees per transaction.
\n HubSpot pricing depends on your specific needs and add-ons. Use this HubSpot pricing calculator<\/a> to see your custom price. <\/p>\n2. Candid<\/a>
\n<\/h3>\n\nKey Candid Features<\/strong><\/h4>\n
Candid Pricing<\/strong><\/h4>\n
3. Jungo<\/a>
\n<\/h3>\n\nKey Jungo Features<\/strong><\/h4>\n
Jungo Pricing<\/strong><\/h4>\n
\n Jungo Bundle: $149\/user\/month
\n Jungo Enterprise – Contact Jungo<\/a> for a quote.
\n Jungo appears to offer a free trial upon request<\/a>. <\/p>\n4. Shape<\/a>
\n<\/h3>\n\nKey Shape Features<\/strong><\/h4>\n
Shape Pricing<\/strong><\/h4>\n
5. BNTouch<\/a>
\n<\/h3>\n\nKey BNTouch Features<\/strong><\/h4>\n
BNTouch Pricing<\/strong><\/h4>\n
\n Team: $190\/month for two users ($95\/user per month) + $95\/user activation fee
\n Enterprise: You must contact BNTouch for Enterprise pricing.
\n No free trial. <\/p>\nBenefits of CRM Software for Mortgage<\/strong><\/h2>\n
4 Important Features for a Mortgage CRM<\/h2>\n
How to Choose a CRM for Mortgage (Step-by-Step)<\/h2>\n
Frequently Asked Questions<\/h2>\n
What is the best CRM for mortgage professionals?<\/h3>\n
What features should I look for in a mortgage CRM?<\/h3>\n
Is HubSpot good for mortgage professionals?<\/h3>\n
How much does a CRM for mortgage cost?<\/h3>\n
Meet HubSpot, the Top CRM Choice for Mortgage Companies<\/h2>\n