As a mortgage professional, your livelihood depends on leads — how well you generate, capture, manage, and nurture them. And at some point, those spreadsheets just don’t 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.

¡Descubrí cómo ganar dinero desde casa con este curso. click aqui!

To help you decide, we’ve 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.

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 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.

Table of Contents

What is a mortgage CRM?

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.

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.

Best Mortgage CRMs at a Glance

CRM	Best For	Key Features	Pricing	Free Trial Available
HubSpot	Lenders who want a CRM with powerful marketing tools for lead gen	• Referral tracking and ROI analysis • Lead generation with powerful marketing tools • Breeze AI assistant	Free CRM; Paid plans from $15/seat/month to $3,600/month.	Yes (Free forever CRM)
Candid	Loan officers looking for a sales and marketing CRM built just for LOs	• 24/7 client portal with document management • Automated post-closing retention • Built-in POS + LOS integrations	Contact for pricing.	No
Jungo	LOs who want the power of Salesforce with mortgage-specific CRM features	• Built on Salesforce platform • Two-way business SMS messaging • LOS integrations	$119-$149/user/month; contact Jungo for Enterprise pricing.	Available upon request
Shape	Lenders needing a CRM with marketing features and one-to-one MMS texting	• Referral management • Two-way SMS and MMS messaging • LOS syncing and built-in POS	Contact for pricing.	No
BNTouch	Lenders looking for a mortgage-specific CRM with white glove implementation	• Mortgage website and landing page builders • In-house white glove implementation services • Built-in POS + LOS integrations	$165/month + $125 activation fee (Individual); $190/month + $95/user activation fee (Team); contact for Enterprise pricing.	No

Best CRM Software for Mortgage Businesses

Below, we’ll walk you through five of the best mortgage CRMs. Some of these are purpose-built, meaning they’re designed only for use by loan officers, mortgage brokers, and other mortgage professionals. We’ll also include general CRMs that are highly flexible and can be configured for mortgage businesses.

1. HubSpot

Best for: Lenders who want a CRM with powerful marketing tools for lead gen

Key HubSpot Features

Referral tracking and ROI analysis: 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.
Lead generation with powerful marketing tools: 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 generated 25,000 leads using HubSpot. After 12 months, HubSpot customers in financial services see 346% more inbound leads.
HubSpot’s AI (Breeze): Breeze is integrated into HubSpot Smart CRM, so whether you’re 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’re always on top of your game.

HubSpot Pricing

HubSpot’s CRM is always free, and it offers free plans for all six core products (marketing, sales, service, content, operations, and commerce).
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.
HubSpot pricing depends on your specific needs and add-ons. Use this HubSpot pricing calculator to see your custom price.

2. Candid

Best for: Loan officers looking for a sales and marketing CRM built just for LOs

Key Candid Features

24/7 client portal with document management: Clients can log into their online portal anytime to access pre-approval letters and upload verification documents.
Automated post-closing retention: A good LO knows that relationships don’t 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.
Built-in POS, plus loan origination system (LOS) integrations: Candid natively integrates with leading LOSs, including ARIVE, Encompass, LendingPad, and Nano.

Candid Pricing

Candid does not list its pricing on its website. Request a demo from Candid to get pricing. No free trial.

3. Jungo

Source

Best for: LOs who want the power of Salesforce with mortgage-specific CRM features

Key Jungo Features

Built on the Salesforce platform: Access the entire AppExchange and access this CRM on mobile devices via Salesforce’s mobile app. If you’re already using Salesforce for other parts of your business, the familiarity of the platform might be an advantage for you.
Two-way business SMS text messaging: No more messy messaging from your personal device. This CRM’s 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.
LOS integrations: This CRM integrates with popular loan origination software, including Encompass, Calyx, Byte Software, and Velocity.

Jungo Pricing

Jungo Mortgage App: $119/user/month
Jungo Bundle: $149/user/month
Jungo Enterprise – Contact Jungo for a quote.
Jungo appears to offer a free trial upon request.

4. Shape

Best for: Lenders needing a CRM with marketing features and one-to-one MMS texting

Key Shape Features

Referral management: Use integrated referral tracking and co-branding to build partner relationships. You can also identify who your top referrers are.
Two-way SMS and MMS text messaging: 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.
LOS syncing and built-in POS: Enjoy native integrations with Encompass, LendingPad, and LendingDox, allowing you to connect your data between the two platforms seamlessly.

Shape Pricing

Shape has three tiers: 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 that there may be outdated content online claiming that Shape offers free trials, but these are “void and are no longer honored by Shape.”

5. BNTouch

Source

Best for: Lenders looking for a mortgage-specific CRM with white glove implementation

Key BNTouch Features

Mortgage website and landing page builders: Build your website with mortgage-specific templates. Your real estate partners can also build property-specific landing pages for lead gen purposes.
In-house white glove implementation services: 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.
Built-in POS, plus LOS integrations: 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.

BNTouch Pricing

BNTouch has three pricing plans:

Individual: $165/month + $125 activation fee
Team: $190/month for two users ($95/user per month) + $95/user activation fee
Enterprise: You must contact BNTouch for Enterprise pricing.
No free trial.

Benefits of CRM Software for Mortgage

Builds stronger client relationships, boosting retention. 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 ensures your team sees clients’ past activity, including their conversation history with you.
Improves pipeline visibility. With a mortgage CRM, you can easily track where your clients are in the process. With HubSpot, you can set up and customize pipelines, such as for a loan application.
Helps you identify your most lucrative campaigns. 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 to see every digital touch point and how it affects conversion.
Can boost lead volume and quality. 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’ll ensure your sales reps know which contacts to prioritize. HubSpot’s Marketing Hub has lead scoring software that helps you prioritize leads based on fit and engagement.
Makes you more operationally efficient. Accord Mortgages reduced its time spent on sales reporting by 25% after implementing HubSpot.

4 Important Features for a Mortgage CRM

Native integration with your existing software: Before adding a mortgage CRM to your tech stack, it’s 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’t have a native POS, but you can work with a HubSpot solutions partner or use HubSpot’s API to build a custom integration.
Marketing automation and lead gen capabilities: 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.
Referral tracking and management: If you’ve 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 and manually assign referral sources each time you create a new contact referred by a partner.
Lead scoring and prioritization: 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 and helps you prioritize them.

How to Choose a CRM for Mortgage (Step-by-Step)

Step 1: Map your workflows. Whether it’s 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.

Step 2: Identify must-have features. We’ve 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’s 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.

Step 3: Compare ease of use and team fit. Mine the websites of the different mortgage CRMs you’re 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.

Step 4: Check your budget. After getting quotes from each CRM, compare those against the budget you’ve been assigned for this investment.

Step 5: Choose a flexible platform like HubSpot. A big question you’ll 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’s 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 diamond HubSpot Agency partner, to build a custom platform that integrates with HubSpot to automate and improve sales operations.

Frequently Asked Questions

What is the best CRM for mortgage professionals?

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 saw a 50% growth in meaningful customer interactions after creating a unified customer journey with HubSpot.

What features should I look for in a mortgage CRM?

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.

Is HubSpot good for mortgage professionals?

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.

How much does a CRM for mortgage cost?

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.

Meet HubSpot, the Top CRM Choice for Mortgage Companies

There’s no shortage of CRMs claiming to be the best for mortgage professionals, but here’s why HubSpot’s unified customer platform stands out as a mortgage CRM.

True 360-degree client view: 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’ll be able to see every interaction your clients make with your business — and make smarter decisions based on it.
Advanced marketing and lead gen: HubSpot’s advanced marketing software lets you build property landing pages, automate sales emails, and personalize campaigns based on client data.
Intelligence powered by Breeze AI: 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.

National lender NQM Funding scaled its business to $4B in annual funding after using HubSpot to unify its processes and teams. Online mortgage broker Better.co.uk created more than 15 personalized customer journeys using HubSpot.

Ready to provide more personalized journeys for your clients? Get started with HubSpot Smart CRM for free.

¡Descubrí cómo ganar dinero desde casa con este curso. click aqui!