Mortgage CRM (Customer Relationship Management) is a software or platform specifically designed for mortgage brokers, loan officers, and mortgage lending firms to manage and streamline their interactions with clients and prospects, automate tasks, track leads, manage communications, and ultimately close more deals.
This article has gathered a list of the best CRMs for mortgage loan officers with different needs and budgets. The overview is formed based on publicly available reviews and promotional materials.
| Surefire | Creatio | BNTouch | Shape | ||
|---|---|---|---|---|---|
| $25/ month per user + add-ons | $150/month per user | $25/ month per user + modules | $165/ month per user | $119/ month per user + hidden costs | |
| Compatible with all LOS and POS | Compatible with all LOS and POS | Integration is available, but hardly ever troublesome | Compatible with all LOS and POS | Through Integrations | |
| Through integrations | Built-in | Built-in basic solutions and more advanced options are available through integrations | Through integrations | Through integrations | |
| Can be integrated or built on top of the platform | Through integrations | Built-in basic solutions and more advanced options are available through integrations | Through integrations | Built-in | |
| Through integrations | Built-in | Built-in | Through integrations | Built-in | |
| Can be custom-built | Not included | Not included | Built-in | Built-in | |
| Needs basic customizations | Poor customer support and analytics capabilities | Price increases rapidly as your needs grow | A basic set of features, a steep learning curve | Hidden costs, buggy, poor customer support. |
Salesforce is the #1 CRM in the world. Over 150K companies trust this system with their customer data, marketing automation, custom portal creation, and many other things that used to be scattered across multiple applications.
Salesforce Mortgage CRM | Source: Salesforce
Salesforce is a solid-standing leader among the CRMs for mortgage brokers. Top-standard security, intelligent automation, a variety of products that can cover all your needs, customization capabilities, efficient customer support, extensive community, and many other benefits make Salesforce the best CRM for mortgage loan officers.
Talking about disadvantages, Salesforce is not a mortgage CRM out of the box. It means it requires customizations. Enterprises might buy Financial Services Cloud, but customization is advised as a more future-proof solution for smaller mortgage lending companies.
With an experienced Salesforce partner, customization and configuration take a few months and pay off very quickly. As a result, you get custom functionality that meets your needs and don’t have to pay for it monthly but just for a Salesforce license.
In conclusion, the advantages definitely outweigh the downsides, and with the knowledgeable Salesforce consultant and partner, mortgage loan officers can customize it to their liking and use it to the fullest.
Ascendix is an experienced Salesforce partner that can help you understand your needs and customize Salesforce accordingly.
Surefire is one of the best CRM for mortgage loan officers focused on marketing and personalized customer outreach. It’s another great CRM for mortgage brokers owned by ICE Mortgage Technology and therefore perfectly compatible with their other solutions like Velocify for sales automation.
Surefire Mortgage CRM | Source: Surefire
The list of features is rather extensive, and you can definitely find anything there. With intuitive, set-it-and-forget-it workflows and versatile content creation tools, mortgage loan officers can maintain and deepen their connections with borrowers, brokers, and financial facilities through one robust platform. In addition to typical mortgage loan CRM functionality, Surefire offers:
Compliance:
Integrations:
Customer engagement:
Lean Management:
The ultimate advantage of Surefire mortgage loan CRM is a quality guarantee by associating with ICE Mortgage Technology and a wide variety of features. Surefire is compatible with most LOS and POS on the market, has regulatory compliance features, and efficiently handles not only the online part of mortgage lending but open houses, too.
According to numerous reviews, there are still a few disadvantages like non-compatibility with Arive LOS, lack of customization and visibility when it comes to analytics, contact filtering issues, and especially customer support delays. Also, there are no automated underwriting features and some customers reported difficulties integrating it with necessary underwriting software. Finally, Surefire has no e-signature capabilities.
In conclusion, Surefire is a great mortgage loan officer CRM with robust client engagement features, but its inflexibility hinders integration with some tools.
Creation is a no-code platform that serves as a robust CRM for mortgage loan officers. Creation seems to thrive to become a competitor to Salesforce with similar products and features distribution. For example, it has three separate modules for sales, marketing, and service which are similar to corresponding Salesforce Clouds.
Features that make Creation one of the best CRMs for mortgage loan officers:
All those processes are enabled by no-code workflows and checklists. For example, for underwriting, the system first uses the checklist to identify missing documents. Then Creatio mortgage loan CRM puts the received data through a decision tree to suggest a final decision of denying or approving.
Creatio Mortgage CRM | Source: Creatio
No-code approach and robust fundamental set of features made Creatio mortgage loan officer CRM recognized by Forbes Advisor, Gartner, and Forrester as a core CRM for mortgage brokers and a modern marketing automation solution.
Creation is very user-friendly with a visually appealing interface and numerous educational resources. Creatio Academy has a different concept from Salesforce Trailhead and is a great basis to get to know the platform.
Creatio Marketplace (similar to AppEchange) offers over 750 integrations with different tools, including Salesforce Marketing Cloud, DocuSign for e-signature capabilities, data lakes and warehouses, collaboration tools, and many others.
The main disadvantage of this mortgage loan officer CRM is that Creatio’s monthly price can easily skyrocket to up to $300 for a team of 5. If you want to engage AI, add a $150 one-time purchase.
Another disadvantage is occasional difficulties with LOS and POS integrations. Creatio has its own workflows dedicated to those processes, but for loan officers who are used to working with other systems, it can be a significant downside.
BNTouch mortgage loan CRM is one of the most trusted ones in the industry. It offers a suite of tools that integrate customer relationship management (CRM), marketing, and point-of-sale (POS) functionalities in one platform.
BNTouch Mortgage CRM | Source: BNTouch
BNTouch CRM for mortgage brokers conquers hearts and minds with its feature set simplicity. Not all mortgage lending firms need a marketing engine or their own built-from-scratch regulatory compliance software and BNTouch offers the basis for such companies with the ability to integrate everything necessary.
Meanwhile, BNTouch mortgage loan CRM has features that go beyond the out-of-the-box set of typical CRMs for mortgage brokers like AI mortgage assistant, built-in e-signature, intelligent document routing, and SMS updates and outreach.
When it comes to disadvantages, there are few. For example, you can customize everything with BNTouch except loan mortgage CRM itself like interface, objects, tabs, and other elements.
Many reviews mention a steep learning curve and unfortunately very few educational materials. Tutorial videos are a good introduction, but to get to grips with BNTouch mortgage loan officers need time and make a few mistakes along the way.
In conclusion, BNTouch is a robust mortgage loan CRM for covering basic needs, integration capabilities, understandable and laconic interface, fast customer support, and mortgage industry recognition as one of the best CRMs for mortgage loan officers.
Shape positioned itself as “a better alternative to Surefire” and the interface is surely similar, but the functionality is less impressive, but still covers the basic needs and a bit more. Shape CRM for mortgage brokers is a way to try out features like a borrower portal, marketing automation, and integrated dialer without overpaying for mortgage loan CRMs that have those features in higher pricing plans or enabled by integrations.
Shape Mortgage CRM | Source: Shape Software
Features that make Shape one of the best CRMs for mortgage loan officers:
Shape mortgage loan CRM has many advanced features that are not offered by its competitors out of the box. For example, a borrower portal is a whole other piece of work for platforms like Salesforce. At the same time, borrower portals created with Salesforce Experience Cloud are more custom, branded, and feature-rich.
Also, it offers AI assistance at many stages like mortgage lead scoring and intelligent call routing. Many users claimed improvements in analytics, prospecting, and an increase in sales over 26%.
Negative feedback to consider before choosing Shape mortgage loan CRM. Many reviews mention glitching of e-signature, some bugs in the system, and too slow and unprofessional company staff in both sales and customer support departments.
Also, Shape CRM for mortgage brokers is not very customizable. If with Salesforce, you can shape it as you need, with Shape mortgage loan CRM, you are limited to 20 custom fields and they are hidden in a separate tab.
The price. Shape is not necessarily a better alternative to Surefire, but definitely a cheaper option for small teams. However, there are many hidden costs like storage costs, API costs, etc. Meanwhile, mortgage loan officers pay for using API, this capability is very limited both in its functionality and the low daily/hourly rate limits.
In conclusion, Shape mortgage loan CRM is worth trying when you do not exactly know what advanced features you really need since here they are right out of the box. A user-friendly interface will make your acquaintance with modern mortgage loan officer CRM less stressful. Be careful with hidden costs.
If you need to go beyond the limited customization capabilities of Shape mortgage loan CRM, consider moving to Salesforce – it has greater flexibility and customization variety.
We will help you facilitate your business processes without overpaying for unnecessary functionality.
If you are struggling to choose a mortgage loan CRM, contact Ascendix. We’ve been in CRM consulting for real estate since 1996. We’ll help you spot the gaps in your current CRM system, optimize it, move to a new CRM platform, or develop a custom solution to solve your business challenges.
Also, we’ve already had fruitful cooperation with mortgage lending firms that chose to shift to Salesforce as the best CRM for mortgage loan officers for its flexibility, security, and rich functionality. We’ve developed an application on top of Salesforce mortgage loan CRM with an underwriting engine, credit report checker, document generation, borrower portal, and custom security model.
We provide professional Salesforce consulting for Financial Services Institutions, including those in mortgage lending.
Also, we can help with:
A mortgage CRM (customer relationship management) is software designed to help loan officers and mortgage professionals effectively manage, track, and nurture relationships with leads, clients, and referral partners. This centralized system allows for streamlined communication, organization of customer data, and optimization of the entire mortgage lifecycle.
Salesforce is the best CRM for mortgage brokers because it offers a variety of features and products that can cover all needs of mortgage brokers, customization capabilities, compatibility with mortgage-specific third-party tools, over 7K native integrations, efficient customer support and robust system security, extensive community, and many other benefits.
Kateryna is an experienced writer focused on topics related to Salesforce consulting and optimizing operations within the real estate industry via CRM implementation. Through her insightful articles, Kateryna aims to help organizations make the most of their Salesforce adoption.
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