Industry-specific Mortgage CRM Solutions Continue to Rule the Day
Updated 2018/9/21 to reflect changes to the CRM market
A good 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. Having a system that fits your needs and process can be a huge benefit, and today there are a number of CRMs being developed specifically to fit the needs of mortgage professionals.
Gone are the days of a simple customer database. All of these systems offer the type of contact management that a progressive mortgage office would require, almost as an afterthought.
These solutions are stepping up their game with a whole lot of mortgage-specific marketing and sales actuation juice.
For the mortgage lending industry, there are a number of available mortgage CRM systems that are either firmly entrenched or growing in popularity. We took a look at some of the most popular systems in use today, what their key benefits are, and how they might fit into a loan officer’s software stack alongside their LOS and point-of-sale systems.
Over the last couple of years, 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 the 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 allows you to add the mortgage-specific functionality and workflows that you would want.
Since the last time we reviewed Jungo, some important pieces have changed. The most obvious is that much of the powerful functionality that was previously only accessible by purchasing add-on modules has been collapsed into the single Mortgage App.
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
- Robust 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 customizability that require time and effort to initially setup.
And all of that power comes with 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.
Top of Mind Surefire
Top of Mind’s Surefire CRM has been around for over a decade and carries a lot 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. But the biggest piece missing for individual loan officers and mortgage teams with under 30 users is the lack of LOS integration.
Surefire’s major features include:
- Automated email marketing campaigns – access hundreds of email templates
- Segment lists to deliver personalized content to the right people
- Online 1003 application for lead gen
- 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 your contacts on the go
- Interactive tools, games, and calculators
Top of Mind’s Surefirm 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 the 1003 loan app would be useful for those who are not already getting that functionality via a point-of-sale system in their stack.
Surefire’s pricing is blessedly transparent, though is clearly geared towards attracting Enterprise lenders. LOs and smaller lending teams with under 30 users would be on the hook for $150 per user, per month, without the advantage of a LOS integration. That integration can be included at the next pricing tier of 30-140 users after a one-time setup fee.
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 failed acquisition of MortgageCEO, they acquired MortgageReturns in 2015, which also subsequently failed.
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 likely the smoothest integration with the Encompass LOS that is 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 their 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.
Whiteboard 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. A HousingWire Tech100 winner the last two years, the system has been growing in notoriety.
Whiteboard 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.
Whiteboard’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
Since the last time we reviewed Whiteboard, 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.
LOs can lock in a discount by subscribing to an annual plan with Whiteboard which costs $949 for the year with a $299 one-time setup fee.
Whiteboard doesn’t pack as robust a feature set as the other systems we looked at. However, if you’re looking for a low-barrier solution that uses modern automation and analytics to handle your marketing and lead management, Whiteboard may be a good fit.
Unify is a mortgage CRM system that we’ve heard about quite often recently, as some of Floify’s enterprise lender customers utilize it as their system of choice 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 doc management, no interactive games and 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 their pricing information to the public, which is an unfortunate check in the con column. Because 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.
What did we learn about mortgage CRMs?
There are MANY CRMs out there that claim to be for the mortgage industry. We only took a look at the systems that we hear about from our customers on a daily basis, or the up-and-comers making waves.
What we found is that there’s no clear-cut leader in this field. Depending on functional need and cost sensitivity, these systems present different fits for each individual or lender.
The biggest determiner may just be the size of your pipeline and book of business. Those who manage a large number of contacts, partners, and deals will get more value out of systems that cost more but also are packed with features.
Jungo may be the most powerful, but it’s also the most complicated and is costly. Whiteboard may be the newest and least expansive, but it’s also relatively cheap and would work well for an individual loan officer. The others have their own situational fits as well.
Shop smart and try to see as many demos as you can based on your availability.
With the setup and data migration involved in putting a new mortgage CRM in place, it’s not the type of process you would want to repeat in short order.