The Top 10 CRMs for Mortgage Lenders: From Managing Leads to Closing Deals with Streamlined Customer Solutions from the Best Free and Paid CRM Tools

Elizabeth Lockwood

The mortgage industry, like much of the world, is facing a whole new way of doing things. Not only is technology continuing to innovate, but the world we live in is forcing innovation, often faster than many brands and lenders are ready for. When you’re looking to improve your customer experiences and client relations, having the right tools will make all the difference. One of those tools should be a dedicated CRM platform. 

You have a lot on your plate as a mortgage lender—clients to call, leads to track and follow up on, applications to process, deals to close—there are only so many hours in a day and so many software programs that you can keep up with. That’s where a CRM can come in handy. 

These platforms are specifically designed to take all of the elements of your customer relationship management and wrap them up into a single, streamlined, easy-to-use dashboard where you can grow your business and guarantee that people are getting what they need. (Another way to guarantee that your clients are taken care of is to utilize the 24/7 messaging services from Smith.ai to provide constant availability even when your office is closed.)

For all of their similarities, the available CRMs on the market today also have their fair share of differences, so you’ll want to take the time to explore your options before settling on the one that you’ll use. We’ve taken the time to find the best CRM solutions for mortgage lenders, including some general-use platforms and some platforms designed specifically for the lending industry. In the list below, you’ll find the 10 best options for a scalable, affordable CRM that can help take your mortgage business to the next level by putting clients first. 

If you want to streamline even further, utilize the virtual receptionists at Smith.ai to handle your lead qualifications and intake so that you’re only handling leads that are more likely to turn into closed deals. 

Encompass Digital Mortgage Solution logo

1. Encompass Digital Mortgage Solution

Encompass Digital Mortgage Solution by ICE Mortgage Technology is a tool designed specifically for mortgage brokers and their agencies. This total solution offers a software platform that includes a robust CRM, sales and marketing automation tools, and other digital resources. It offers a scalable design with a user-friendly interface that even the least tech-savvy can handle. 

You’ll also find plenty of integrated tools to ensure that you can have a single system of record and close compliant loans. Plus, this platform is designed and operated by Ellie Mae, which means you’ll have the backing of one of the biggest names in mortgage lending. The features of note with this CRM include:

  • Free option? No
  • Price: $500 per month
  • Holistic approach to lending 
  • Origination and closing tools
  • Secondary market delivery
  • Reduce time to close
  • Originate more loans with lower costs
BNTouch Mortgage CRM logo

2. BNTouch Mortgage CRM

The BNTouch Mortgage CRM is a dedicated mortgage industry CRM that offers a 360-degree view of the loan lifecycle, from the first contact with a lead through closing. It includes a robust database for lead and contact management, as well as a POS tool with a growth platform, pre-built marketing resources, and curated social media content. 

The BNTouch Mortgage CRM also offers customized video marketing, an integrated LOS, lead management and distribution, and integration with Outlook, G Suite, and others. This fully integrated digital mortgage solution includes a customizable and scalable CRM that hits all the right marks for your mortgage lending business, whether you’re a single broker or a firm. The highlights of this platform include:

  • Free option? No
  • Price: $79 per month, per user, for 2+ users or $148 for individual access
  • SMS and email marketing
  • Automated tools
  • Opportunity management and lead distribution
  • Multi-channel marketing and contact development
  • POS and LOS integrations
Firepoint logo

3. Firepoint

Firepoint CRM is an all-in-one platform that was designed for agents by agents. It was created with a focus on providing a solution for the modern world of real estate, allowing teams to promote brands through marketing, PPC, and other integrations, automate tasks with drip campaigns and lead distribution and optimize insights with the detailed performance reporting features. 

The Firepoint platform includes prioritization efforts, scalability, and internal and external communication via multiple channels. There is a total client management system with a detailed customer database that allows mortgage lenders to improve the customer experience from end to end in the mortgage process. The key features of Firepoint you should know are:

  • Free option? No
  • Price: $499 per month for up to 5 users 
  • Leverage time with automation
  • Focus on the best leads and activities
  • Real-time reporting and insights
  • Custom saved searches 
  • Local MLS-powered website
Surefire logo

4. Surefire CRM

Surefire CRM is a platform that is designed for everyone from individuals to enterprise mortgage lending brands, offering an intuitive platform with automated workflows and tools that create inspired, emotional connections with every client. With Surefire CRM, you can create robust databases, generate leads, process touchpoints, and more. 

Surefire CRM even offers assistance with social media deployment and contact cultivation, as well as integrations with several other tech tools. Omnichannel marketing, automation, and the addition of AI to connect key systems keep this tool at the top of the list for many mortgage lenders. 

The highlights of Surefire CRM include:

  • Free option? No
  • Price: $150 per month to start
  • LOS integration with all major providers
  • Sales tools
  • Open API
  • Lead generation forms
  • Opportunity alerts
  • RESPA, TCPA, and CCPA ready
AllClients logo

5. AllClients CRM Mortgage

AllClients CRM Mortgage is a contact manager that offers a total 360-degree view of the client with organizational tools and reminders for future follow up, and more. Automation is easy with integrated AI and the transaction details can be recorded on a single screen so that customer data is easy to access and share. 

AllClients offers an integrated solution for contact management, marketing automation, customization and scalability, and unmatched support for everyone who chooses their system. The user dashboard is easy to navigate and features real-time updates and reporting tools, along with dedicated tabs for all important activities. You’ll want to pay attention to features like:

  • Free option? No, but a trial is offered. 
  • Price: $29 per month to start 
  • Agenda assistant with reminders
  • ClientTouch allows you to create custom workgroups
  • Autoresponders
  • Pre-built landing page templates
  • Customizable widgets 
  • Referral tree 
Keap logo

6. Keap

Keap, formerly Infusionsoft, is a dedicated CRM that offers a unique selection of tools that are ideal for mortgage lenders and others in the real estate industry. The platform is scalable and offers a more affordable option for small agencies and individual brokers looking to automate tasks and improve the client experience at all levels. 

Keap includes a dedicated focus on customer relationship management throughout the entire lifecycle by using automation and lead capture tools, along with forms, prefabricated landing page templates, email and SMS marketing, and more. You can automate follow-up and monitor your sales pipeline throughout every step of the deal. 

The key features of Keap include:

  • Free option? No
  • Price: Starts at $79 per month
  • Upsell, cross-sell, and referral features
  • Integrated sales and marketing tools
  • Automation and AI
  • Stronger lead conversion with detailed reporting
  • Mobile apps for iOS and Android
NetSuite logo

7. NetSuite CRM (Oracle)

NetSuite CRM by Oracle is a cloud-based platform that is created for the scalable needs of independent brokers and small agencies. NetSuite offers customer data management tools, marketing analytics, and an iPhone application with the promise of an Android app in the works at the time of this writing. The entire goal of the platform is to integrate front- and back-office functions for a total top-down view of the organization and the clients. 

NetSuite CRM is designed as an SaaS deployment with includes its own application development platform to help you create industry-specific applications and customizations to go with your installation. NetSuite also handles sales force automation, partner relationship management, and social media integration. Check out key features like:

  • Free option? No
  • Price: $99 per user per month
  • Sales forecasting tools
  • Commission management
  • Streamlines lead-to-cash transactions
  • Order management
  • ECommerce integration
  • 360-degree view of customers and deals 
Salesforce logo

8. Salesforce Sales Cloud

Salesforce Sales Cloud is an on-demand CRM solution that offers a solution for small through enterprise-level mortgage brokers and agencies, focusing specifically on customer relationships and closing sales. The capabilities of the CRM include lead management and marketing automation, along with robust contact management and an in-depth database.

The Salesforce family is the leading CRM software in the world and for good reason. Even the basic platform offers an affordable solution with detailed sales lead tracking, post-sale service, and monitor the client journey from start to finish. You can also upgrade to the Lightning Experience, which helps streamline sales by giving reps the power to manage accounts, follow up on leads, and create reports on their own. 

The highlights of Salesforce Sales Cloud include:

  • Free option? No, but there is a trial offered. 
  • Price: Starting at $25 per month
  • Opportunity management
  • Sales forecasting tools
  • Reports and dashboards
  • Mobile apps for iOS and Android
  • Workflows and approvals
FreeAgent logo

9. FreeAgent CRM

FreeAgent CRM is a dedicated CRM that was developed specifically for the real estate and mortgage lending industry. It's designed to help agents and brokers track deals, find the best leads, and cultivate better customer relationships through social, email, and other marketing and contact tools. It spurs collaboration and improves operational performance on multiple levels. 

This CRM claims to be “designed for the new world of work” and offers real-time reporting and communication tools, customization without coding, and scalability to optimize customer success, sales, and deal management in all aspects of your mortgage business. The highlights of this platform include:

  • Free option? No, but a trial is offered. 
  • Price: Starts at $25 per month, per user 
  • Task lists and reminders
  • Workflows and automations 
  • Customized features
  • Integration with other software and tools
  • Deal tracking and total customer management
Unify logo

10. Unify CRM

Unify CRM is a platform designed specifically for the mortgage industry as a total contact management system. It offers a variety of functions to increase profitability by streamlining the sales process and improving the experience of customer engagement in every step of the lifecycle. 

Unify offers visibility and ease of use, along with an integrated loan origination system (LOS) that provides vital information throughout each step of the application process. Data synchronization allows lenders to continue their communication from end to end in the client lifecycle and manage every part of the journey with a 360-degree view of clients and deals. 

Key features you’ll want to note include:

  • Free option? No
  • Price: $99 per user per month
  • Robust marketing tools
  • Easy lead and contact organization
  • Automated email communications
  • Mortgage inquiry alerts
  • Unify mobile mortgage app for iOS and Android
  • Referral management 
  • Real-time reporting 

Connect your contacts in every way with Smith.ai

As you can see, there are several benefits to be had from integrating any of the CRM platforms discussed above into your mortgage lending business. Whether you’re an individual broker or running a larger firm, you want to make sure that you have the right tools for the job. With any of the CRMs listed here, you will take your client and deal management to the next level and create the truly connected mortgage lending experience that clients deserve. 

Plus, when you partner with the team at Smith.ai, you continue to deliver for your customers with 24/7 live chat, messaging, and phone support from our virtual receptionists, along with intake and lead scheduling solutions that help enhance your lead generation efforts and automate more of your daily tasks. You’ve got a business to run, and we’ve got the solutions to help you run it better. 

If you’re ready to take your client management to the next level with a dedicated CRM and a partnership with the team at Smith.ai, set up your free consultation today. We’re ready to help with everything from CRM integrations to dedicated 24/7 messaging services. Request more information or ask about a demo to find out what you can gain with the winning combination of Smith.ai and the right mortgage CRM.

Elizabeth Lockwood

Elizabeth Lockwood is the content marketing associate at Smith.ai. She focuses specifically on writing and editing engaging articles, blog posts, and other forms of publication.

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