If you are a mortgage professional, you may already know the mortgage business is not just about rates and applications – it is more about relationships. And managing those relationships well is what separates thriving brokers from the rest.
When you are juggling dozens of leads, following up with borrowers, or nurturing long-term clients, having the best mortgage CRM by your side is a must!
But with so many tools out there, how do you choose the right one? That is exactly what we will help you figure out in this guide.
Follow along as we walk you through the key features you should look for, and explore some of the top CRM for mortgage brokers so you can focus on what you do best - closing loans and growing your pipeline. Let’s have a look!
Key Features to Look for in a Mortgage CRM
Before we explore the tools, let’s talk about the must-have features! A powerful CRM system for mortgage brokers should do more than just store contact info. It should make your life easier!
Here is what to look for:
1. Lead Management
Your CRM should capture and organize leads from multiple sources like paid ads, referrals, your website, and social media. With a good CRM by your side, you will no longer need to juggle spreadsheets or lose leads in your inbox.
2. Marketing Automation
A solid mortgage broker CRM with features like automated emails and texts to scheduled drip campaigns, helps you stay in front of clients without manual follow-ups.
3. Integration with LOS & POS Systems
A good CRM should plug into your Loan Origination System (LOS) and POS platforms to eliminate double data entry and improve your workflow.
4. Custom Pipelines
Every mortgage pro has a different process. Your CRM should let you customize pipelines that reflect how you handle deals.
5. Mobile Access
You are not always at your desk. A mobile-friendly platform means you can manage deals, follow up with leads, and track tasks from anywhere.
6. Compliance Features
In a highly regulated industry, your CRM should help you stay compliant—with secure data storage, audit trails, and reminders for licensing or documentation updates.
Top Mortgage CRM Solutions
Now that you know what to look for, let’s explore the top mortgage CRM software options that are making waves in 2025.
1. Salesforce Mortgage CRM
It would not be wrong to term Salesforce as the Swiss Army knife of CRM platforms, and with customizations, it becomes a powerful CRM for mortgage brokers. With robust automation, deep customization, and powerful analytics, Salesforce supports everything – be it lead management, client nurturing or other relevant aspects.
Pros:
- Highly customizable dashboards and pipelines
- Smart automation and workflow rules
- Top-tier integrations with LOS platforms
- Enterprise-level scalability
Cons:
- Requires a steep learning curve
- Requires expert setup for full potential
Pricing: Starting at $25/user/month. Check the prices here.
2. Pipedrive
If you want something more visual and intuitive, Pipedrive is an excellent choice. It is a CRM for mortgage professionals who value simplicity and clarity. You can create multiple pipelines for different client types (first-time buyers, refinancers, investors) and automate key follow-ups.
Pros:
- Easy-to-use visual pipeline
- Custom workflows and automation
- Built-in email marketing tools
- Affordable plans
Cons:
- Limited compliance tools compared to mortgage-specific CRMs
Pricing: Starts at $20/user/month
3. BNTouch Mortgage CRM
Designed specifically for mortgage teams, BNTouch shines with its built-in mortgage marketing tools, loan application forms, and powerful automation. It is a favorite among teams that want a fully packaged CRM for mortgage brokers without building from scratch.
Pros:
- Pre-built email and text campaigns
- Custom 1003 loan application forms
- Co-branded marketing with partners
- Client portal for easy communication
Cons:
- Interface could use a refresh
- Limited social media integration
Pricing: Custom, based on business size – individual package priced at $165/month
4. Jungo
Built on Salesforce, Jungo takes all the power of the world’s most popular CRM and tailors it for mortgage. It is indeed a great CRM for mortgage professionals who are handling large client bases or managing referral-heavy networks.
Pros:
- Deep Salesforce integration
- Pre-built templates for emails, texts, and tasks
- Referral partner tracking
- LOS integration (like Encompass, Floify)
Cons:
- Complex setup
- Overkill for solo brokers
Pricing: $90/user/month (includes Salesforce license)
5. Surefire CRM (by Top of Mind)
Surefire is a popular CRM mortgage software that has been made with marketing in mind. It focuses on engagement, lead nurturing, and post-close retention. If your strategy is all about relationships and referrals, Surefire is for you.
Pros:
- Dynamic video creation
- Co-branded marketing materials
- Mobile access and post-close campaigns
- Smart alerts for rate changes and listing activities
Cons:
- Not the best option for sales pipeline analytics
- Pricing on the higher side
Pricing: Starts at $150/user/month
6. Mortgage Automator
Unlike conventional CRMs, Mortgage Automator offers a combination of CRM and loan servicing tools in a single solution. It is ideal for private or hard money lenders who want a system built from the ground up for their unique workflows.
Pros:
- Fully customizable workflows
- End-to-end automation from application to funding
- Powerful audit trail and compliance tools
- Supports residential, commercial, and construction loans
Cons:
- Not ideal for brokers focused solely on origination
- May require a setup period for customization
Pricing: Custom based on features and team size.
7. LendingPad
Usually classified as a LOS, LendingPad also offers solid CRM for mortgage professionals features with separate dashboards for brokers and lenders. It is great if you need a hybrid system that handles both front- and back-end processes.
Pros:
- LOS and CRM hybrid
- Broker and lender versions available
- Built-in compliance features
- POS included
Cons:
- CRM tools not as in-depth as dedicated platforms
Pricing: Custom, based on team size and functionality.
Conclusion
Choosing the best mortgage CRM does not mean you need to pick the most popular name- it is important to choose a solution that is the right fit for your business. Whether you are a solo broker managing dozens of deals or managing a multi-loan officer team, the right CRM for mortgage brokers will save you considerable time, boost your conversion rate, and help you in building lasting client relationships.
That said, it is important to look for platforms that offer CRM mortgage software features like automation, LOS integration, and marketing tools tailored to the mortgage industry. Also, do not forget about usability - because even the most powerful CRM system for mortgage brokers will not help if your team will not use it.
Still not sure where to start? Start by determining your main priorities- Is it lead generation? Compliance? Marketing? Once you are clear on what elements are more important, it will become a whole lot easier to pick the top mortgage CRM software that checks all the right boxes.
