Top Mortgage CRM Software Review
Industry-specific Mortgage CRM Solutions Preferred by Loan Originators
Last Updated July 12, 2023
A high-quality mortgage CRM is a critical piece of software for a loan officer and their team. It keeps their prospects, customers, referral partners, and other contacts all organized in a central location.
Arguably more important than the system itself is the fit with your office workflow and processes. Having a system that can be seamlessly integrated with your processes can be a huge benefit, and today there are a number of CRMs being developed specifically to fit the needs of mortgage professionals.
And while Floify is not itself a mortgage CRM, we know a thing or two about mortgage technology and how the different pieces should fit together to meet the needs of our mutual customers – mortgage loan originators.
What to Expect From a Mortgage CRM
Staying ahead of the competition in the mortgage industry requires seamless organization, efficient lead management, and personalized customer interactions. This is where Mortgage Customer Relationship Management (CRM) software shines. A Mortgage CRM system is a game-changing tool that empowers mortgage professionals to streamline their operations, nurture leads, and enhance client relationships for a thriving business.
Understanding Mortgage CRM Software
At its core, CRM software is designed to centralize and manage customer interactions and data, ensuring personalized engagement and effective communication throughout the customer journey. In the context of the mortgage industry, Mortgage CRM software is tailored to meet the unique needs of mortgage professionals, providing a comprehensive suite of tools and functionalities to enhance their workflow.
Key Features of a Mortgage CRM System
- Contact and Lead Management: A robust mortgage CRM system acts as a digital hub for managing contacts and leads. It enables mortgage professionals to track and organize potential clients, ensuring that no lead falls through the cracks.
- Mortgage Database Software: The heart of a mortgage CRM system lies in its database capabilities. It allows mortgage brokers and loan officers to store and manage client information, application statuses, loan details, and other pertinent data in a structured manner.
- Automation for Efficiency: Mortgage CRM software offers automation features significantly enhancing efficiency. Automated follow-ups, task reminders, and appointment scheduling ensure that every interaction is timely and tailored to the client's needs.
- Communication Integration: Integration with various communication channels such as emails, calls, and even text messages, ensures seamless communication. This integration allows mortgage professionals to maintain a consistent and personalized dialogue with clients.
- Tailored Customization: The best mortgage CRM systems offer customization options for the mortgage industry. This ensures that the software aligns with the unique processes and requirements of mortgage brokers and loan officers.
- Reporting and Analytics: Tracking performance is crucial for growth. Mortgage CRM systems provide reporting and analytics tools that offer insights into lead conversion rates, sales pipelines, and overall business performance. This data-driven approach enables informed decision-making.
Choosing the Best Mortgage CRM System
Selecting the best mortgage CRM system for your business requires careful consideration. Look for a system that possesses the above features and aligns with your business size, goals, and technological preferences. Prioritize a system that offers seamless integration with your existing tools and processes.
Top Mortgage CRM Software Reviews
Embracing the cutting-edge technology mortgage CRM systems offer has become a fundamental requirement rather than a mere choice. When choosing which software will be best for you, dissecting its features, functionalities, and distinctive advantages will help you decide. These choices equip mortgage professionals with the means to excel and consistently surpass their objectives.
Surefire by Top of Mind
Top of Mind’s Surefire CRM has been around for more than a decade and carries a ton of name recognition in the mortgage industry. Surefire has a base set of features available to any customer, with additional functionality being added as teams grow in size and price plan.
From the information readily available, we don’t see any of the deep sales pipeline analytics that some other mortgage CRM systems possess; however, Surefire does offer LOS and POS integrations across the board for its users.
Surefire’s major features include:
- Automated email marketing campaigns, which includes access to hundreds of email templates
- Branded and customized landing pages with built-in forms for pre-application top of funnel lead generation
- Power Messaging, Power Calling, and Power Video
- Segmented lists to deliver personalized content to the right people
- Dynamic videos
- Post-close campaigns, including email and, at an additional cost, direct mail
- Flyer design and co-branded marketing with referral partners
- Database monitoring and alerts – know when a client lists their home or is primed for a rate reduction, etc
- Mobile app to take contacts on the go
- Interactive tools, games, and calculators
- Direct integration with Floify so LOs can combine their Surefire CRM with Floify’s POS and 1003 to create a seamless lending platform
Top of Mind’s Surefire CRM has plenty of contact management and marketing automation functionality built-in for most lending operations to keep in constant contact with their database. The addition of Floify’s POS and 1003 loan app would be useful for those who do not have that functionality in their existing software stack.
Surefire’s pricing is blessedly transparent, though is geared toward attracting lenders of all sizes. LOs and smaller teams with up to 30 users would be on the hook for $150 per user, per month, which is a small price to pay for such enormous functionality. Pricing varies for organizations with 30-140 users, after a one-time setup fee.
*Top of Mind’s Surefire mortgage CRM integrates with the Floify point-of-sale to streamline and automate data processes. See more details here.
Jungo has really established itself as a force to be reckoned with in the niche, particularly for those with a large client base to manage.
The application builds on top of the widely-popular Salesforce CRM to provide the customizations craved by lenders. What this means is that you are actually utilizing Salesforce, but the addition of the Jungo Mortgage App module layers the mortgage-specific functionality, content, and workflows that a LO would want/need on top of that robust platform.
There are very good reasons why we like this model.
Salesforce is one of the largest software companies in the world with one of the most popular CRMs to ever exist. That implies that the foundation that Jungo is built upon is incredibly stable from both technical and business perspectives.
The Salesforce CRM, and by extension Jungo, are incredibly extensible and customizable. It’s not always the easiest process and can be downright frustrating sometimes, but the foundation is there to build just about anything you want from custom data fields to automated processes and reporting.
Jungo’s major features include:
- Automated email marketing campaigns – access hundreds of mortgage templates
- Referral partner relationship tracking, evaluation, and analytics
- Customizable workflows and calendar/task management
- Integrations with LOS systems, Mortgage Coach EDGE, BombBomb, Optimal Blue, and Floify
- Post-close campaigns with optional concierge packages
- Mobile app to take your contacts on the go
- DocsBar loan document manager
- Loan milestone emails
- Lead capture from Zillow, Trulia, and Lending Tree
Jungo is not for the faint of heart. There is a tremendous amount of functionality and customizations that require time and effort to configure and get dialed-in.
BUT all of that power comes at a modest cost. The Jungo Mortgage App is listed in the Salesforce App Exchange for $90 per user, per month, which includes the Salesforce license.
Jungo’s best fit would be in the tech stack of a high producing loan officer or branch that has thousands of contacts, clients, and partners to manage.
*Jungo’s mortgage CRM integrates with the Floify point-of-sale to streamline and automate data processes. See more details here.
MLO Shift sits upon the well-developed ActiveCampaign platform to harness an exceptional amount of existing CRM + Marketing Automation power. On top of that scaffolding, founder Jeff Irving leveraged his years as a loan originator to create a custom, mortgage-specific build-out that provides LOs with a turnkey system that can be put into action immediately.
In addition to the CRM functionality, MLO Shift uses ActiveCampaign’s existing marketing automation tools and combines them with services such as the MLO Pages landing page solution to create a potent marketing automation toolset. We’re talking website and event tracking, lead scoring, landing pages, forms, and more. You may need a digital marketer if you wanted to truly maximize those features, BUT YOU COULD!
Even without taking advantage of those advanced capabilities, there’s plenty in here for the loan originator to enjoy.
MLO Shift’s major features include:
- Automated loan and lead marketing – email, SMS, and optionally integrated Slybroadcast voicemails
- One-way SMS messaging included – two-way can be integrated via RingCentral or Burner
- Website and event tracking
- Drag-and-drop loan and lead pipelines
- Drag-and-drop email designer
- Referral source tracking
- Pre-written loan status update templates
- Loan process pipeline – never miss a task or update
- Email autoresponders
- Mobile app to take your contacts on the go
Like all systems, there are some pieces of the puzzle that not everyone will agree with. For example, MLO Shift offers no LOS integrations and doesn’t apologize for it (there is an explanation for why they chose to go that route in their FAQ section). There isn’t as much emphasis placed on post-close campaigns as in other systems, although workflow automations could be created for those campaigns.
One of the more unique aspects of MLO Shift is their pricing structure. There are no contracts. For a subscription fee of $170/month (+ $300 initial setup fee), you get 25 user accounts for the CRM and your first 2500 contacts, plus the paid subscription to MLO Pages.
With that type of pricing structure and advanced capabilities, you can see how a small-to-medium sized origination team would be able to create a ton of excess value with MLO Shift, though a single LO or team of two is going to be paying more per user than with some other solutions.
*MLO Shift’s mortgage CRM integrates with the Floify point-of-sale to streamline and automate data processes. See more details here.
Aidium is the newish kid on the block of mortgage CRMs, claiming to have been developed with input and experience derived from 2 years of following around top-producing loan officers.
Aidium utilizes campaign “playbooks” to automate marketing and sales workflows and deliver daily tasks to a centralized dashboard. Simply load up your customer information, select a playbook, and the CRM takes over. This includes everything from personalized and branded emails, to call prompts and scripts.
Aidium’s major features include:
- Automated marketing and workflows powered by The Mortgage Playbook™
- Reporting and data analytics via a centralized dashboard
- Custom forms that can be used for lead capture
- Daily critical tasks based on chosen playbooks are delivered to the dashboard
- Co-branded marketing with a library of available materials
- Call prompts with battle-tested scripts
- Integrated with Fannie Mae, LendingQB, and lead generation sources such as Zillow, LendingTree, and more
- Team-based, two-way texting (additional fee)
- iOS and Android mobile apps
Since the last time we reviewed Aidium, their pricing has increased slightly. Previously the system was listed at $75 per user, per month, but has now climbed to $99 per user, per month, with a $399 one-time setup fee. The system also now includes a team-based, two-way texting feature, which requires an additional $40/month fee to use.
LOs can lock in a discount by subscribing to an annual plan with Aidium which costs $949 for the year with a $299 one-time setup fee.
Aidium doesn’t pack as robust a feature set as the other systems we looked at. However, if you’re looking for a mortgage-specific, low-barrier solution that uses modern automation and analytics to handle your marketing and lead management, Aidium would be a good fit.
Learn more about Aidium at Aidium's website.
*Aidium’s mortgage CRM integrates with the Floify point-of-sale to streamline and automate data processes. See more details here.
Unify is a mortgage CRM system that we’ve heard about quite often recently, as some of Floify’s enterprise lender customers utilize it across their operation.
It’s a no-frills system that offers strong support for contact management and marketing, as well as the analytics that data-driven sales professionals dream of. The lenders who we know that use the system are some of the most organized, process-focused, and analytical mortgage professionals in the industry.
This system doesn’t pretend to cross into other territories. There’s no 1003, no loan document management, no interactive games or calculators. This mortgage CRM excels with relationship management.
Unify CRM’s major features include:
- Contact, referral partner, and lead management
- Real-time LOS integration with database monitoring and opportunity notifications
- Automated marketing communications
- Co-branded marketing materials
- An extensive library of campaigns, emails, flyers, and more to leverage
- Post-close campaigns
- Robust marketing and business analytics
- Mobile app for you to take your contacts on the go
- Dynamic video marketing
Unify is another mortgage CRM system that does not offer its pricing information to the public, which is an unfortunate check in the con column. Without that knowledge, it’s hard to recommend the system for individuals and smaller teams that tend to be more price sensitive.
What we can say is that this is a rock-solid option to fill the functionality in your tech stack that a CRM is supposed to provide. The real-time LOS integration is a feature we’d love to see other solutions adopt in the near future.
Cimmaron Mortgage Manager
Cimmaron Mortgage Manager provides all of the fundamental functionality a loan originator would expect from a modern mortgage CRM. Not only will you get customizable contact management, but the marketing automation capabilities make it easy to stay top-of-mind with your client database.
One thing we really liked about Cimmaron Mortgage Manager is the focus on client satisfaction throughout the process. This is the only mortgage CRM we looked at that had a mobile app specifically for borrowers, as well as a client and partner-facing mobile app to run loan calculations, directly communicate with the lending team, and get loan status updates. Built-in surveys make acquiring feedback and assessing the borrowing experience simple without requiring 3rd party providers.
Cimmaron Mortgage Manager’s major features include:
- Contact management
- Customizable dashboards
- Automated marketing – drip campaigns, newsletters, pre-built materials, co-branded marketing, and more
- Lead management – custom lead distributions, “shark tanks” and conversion tracking
- Automated post loan close, loan transaction, and home loan review surveys
- Internal team chat
- My Mortgage Center client and partner mobile app
- iOS and Android mobile apps
- Integrations with LOS providers (additional cost), VoIP, lead providers, predictive dialers, Outlook Exchange + Office365
- Video email marketing (Enterprise plan only)
- Two-way texting and contact chat (Enterprise plan only)
Cimmaron provides a solid set of functionality around contact management, automated marketing campaigns – complete with some pre-built marketing materials to leverage within the campaigns – and lead management. As mentioned above, there are differentiating features in the area of borrower and partner satisfaction that would be incredibly handy.
The biggest knock on Cimmaron is that as other CRMs are simplifying their pricing and subscription models, this CRM remains on the opposite end of that spectrum.
There are two different plan levels, depending on if you want to access some of their newer bells & whistles like the two-way texting. And while the plan fees are modest at $60/user/month and $100/user/month, there is a 5 user minimum requirement – meaning a single loan originator by themselves would be on the hook for a minimum of $300/month. There is also a $250 one-time setup fee, and if you want the LOS integration there is an additional fee for that as well. For these reasons, Cimmaron’s best fit would appear to be for a medium-to-large mortgage company who has a keen eye for the borrower’s experience.
Velocify LoanEngage by Ellie Mae
At the end of 2017, industry titan Ellie Mae completed the acquisition of Velocify to add the mortgage CRM to it’s stable of products.
Stop us if you’ve heard this before.
If you haven’t been paying attention over the years, however, you might be surprised to hear that this is Ellie Mae’s THIRD acquisition of this type over the years. After their acquisition of the MortgageCEO CRM, they then acquired the MortgageReturns CRM in 2015.
With that being said, Velocify is a better system out-of-the-gate than either of those previous two and now has the backing of Ellie Mae’s compliance expertise and what is sure to be the smoothest integration with the Encompass LOS that will available.
Velocify LoanEngage’s major features include:
- Unified sales and marketing dashboard
- Pipeline reporting and data analytics
- Intelligent sales workflow presents high-impact tasks and lifecycle reminders
- Callback calendar reminds LOs when to follow-up with prospects and clients
- Automated email and text messaging with corporate-approved templates
- Partner management portal for visibility and status updates
- Integrated with Mortgage Coach
- Co-branded marketing with referral partners
- Personalized, visual loan scenario presentations
If Ellie Mae can build on what is already working well within LoanEngage, this would be a potent mortgage CRM option for large Enterprise lenders who have chosen Encompass as their LOS.
Much of the LoanEngage marketing material targets corporate-level needs and wants, with corporate-approved messaging being a big driver. An optional auto-dialer can be purchased to further supercharge sales processes, though Velocify doesn’t seem to have put much emphasis on integrating with other systems outside of their ecosystem.
Unfortunately, Velocify does not make its pricing readily available. We found not a hint of the cost of the system while scouring the web for any scrap of info.
With its feature set, relationship to Ellie Mae, and focus on sales automation, LoanEngage would best fit with mid-market and large lenders. The lack of pricing transparency makes the system a risky proposition for individuals and small offices.
What Did We Learn About Mortgage CRMs?
MANY CRMs out there claim to be the best for the mortgage industry. We only looked at the systems we hear about from our customers daily, or the up-and-comers making waves.
What we found is that there’s no clear-cut leader in this field.
One key realization is that a definitive leader in this realm remains elusive. The suitability of a CRM hinges on specific functional requirements and cost considerations, making each system uniquely tailored to individuals and lenders.
A pivotal factor often revolves around the size of your pipeline and the extent of your business operations. Those managing substantial contacts, partners, and transactions can gain more from feature-rich systems, even if they come at a higher price point.
Jungo emerges as a powerhouse, offering remarkable capabilities, albeit with a steeper learning curve and customization demands. On the other end, Aidium shines as a newcomer with a narrower focus on mortgage processes, making it an economical choice ideal for individual loan officers.
Other contenders hold their own in context-specific scenarios as well.
As you begin your selection, a wise approach is to assess and experience as many demos as possible. Given the intricacies of setup and data migration, adopting a new mortgage CRM warrants careful consideration, as it's not a process to be rushed.
CRM software has become an indispensable asset for mortgage officers. The choice of CRM should resonate with your distinct requirements, ensuring streamlined operations, enhanced client relations, and heightened efficiency. By selecting a CRM that echoes your needs, you lay the foundation for sustained growth and success in the ever-evolving landscape of the mortgage profession.