Discover how rising originations, tech innovations, and shifting real estate practices are reshaping the mortgage industry in 2025. Learn strategies from experts on how to adapt, grow, and thrive in the market.
Google “mortgage CRM software” and you’ll be bombarded with hundreds of results. Scrolling through them will surely make your eyes glaze over. So how do know which one you should choose?
Don't worry, we’re here to help! We did all the research on mortgage-specific software and narrowed it down to six of the very best solutions.
It’s critical to select a CRM option that was designed with your business in mind. The perfect CRM solution supports a mortgage company down to the tiniest detail because it was built specifically for the industry.
Essential CRM Features
Let's take a look at the features mortgage CRM software includes, if it is the best-of-the-best. Here are the absolute deal-breakers. Without these features, a CRM is useless in the mortgage business.
- An intuitive, format that’s useful to busy mortgage professionals
- Out-of-the-box implementation at a low cost
- Handles complex contact information management
- Relationship management functions for excellent client and partner customer service
- Easy real-time task flow that clearly shows your loan pipeline
- Lead capturing from Zillow, Trulia, Realtor.com, and other crucial sources
- Modern automated marketing and analytics functions, especially in terms of tracking your lead conversion rate
- Customizable for your specific company
- Scalable and focused on growth
- Centralized, cloud-based design
- Multi-platform support for texting, mobile, email marketing, and team-based discussion
We really can’t over-emphasize the importance of the features on the list above. If just one of these is missing, it will roadblock your mortgage company’s path to success.
For example, imagine a CRM that can handle contact management, but can’t capture and track leads from Zillow. That’s just a big, empty database that’s aching for fresh leads from one of the world’s biggest websites. You’ll have to pay someone to do it all by hand.
Now let’s look at 6 of the world’s best mortgage CRM solutions. Keep the above list of essential features in mind as you read through them.
9 Best Mortgage CRM Solutions
Here’s the thing. We understand that we’re not necessarily the best mortgage CRM for every organization. (We can’t be everything for everybody— and trust us, we’ve tried.) Here are the features that make us great, and, just in case you decide that we’re not for you, here are some of the features you can find in other mortgage CRM solutions.
Aidium
Aidium is among the Floify top CRM software solutions due to its integrations with Fannie Mae, LendingQB, SimpleNexus, Zillow, LendingTree, and Realtor.com - making it a lead generation powerhouse for any mortgage company.
Its fully customizable user interface is intuitive, and easy to use - making transferring your team's workflow over to the platform seamless. Aidium’s comprehensive CRM solution is specifically designed to address the needs of the modern loan officer, and its focus on intelligent data management and integrations means you can spend your time doing what you do best - closing loans
With revamped implementation and customer support systems, Aidium has been recently recognized for its top of the line customer support and knowledge library. Boasting phone assistance, live support, training opportunities, and easy-to-follow instructional videos - Aidium makes implementing our CRM easy, and we are dedicated to the success of our users.
Aidium’s best value is the annual commitment at $1399 per user per year with a $299 setup, or $139 per user per month and a $299 setup. Connect with Aidium now to view our innovative mortgage CRM features or request a demo.
BN Touch
BN Touch is a mortgage-specific CRM that comes with pre-loaded and pre-written content to support a team of busy mortgage professionals. It offers a fairly large library of marketing assets, plus team collaboration and a mobile app.
BN Touch provides a host of tools for marketing, lead conversions, and data management, but the system places a limit on the amount of records a user can store on the system (5,000). For lenders with large contact pools, there may be other solutions that can better address their data needs.
BN Touch Pricing begins at $165/month + an $125 activation fee for individuals, and team pricing costs $95/month + $95 per user activation fee with a minimum user size of 2 people.
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Jungo
Offering what they call a “mortgage ecosystem”, Jungo Mortgage CRM integrates with Salesforce to create a comprehensive solution for mortgage professionals. Jungo pricing is based on annual contracts that start at $1,499 per user per year with a $249 setup fee.
One of Jungo’s strengths is its mortgage-specific co-marketing materials it offers for MLS and realtors, though reviewers have pointed out that the templated content can be generic and challenging to personalize.
New customers who switch over from Jungo tell us it has a steep learning curve, and Jungo Mortgage CRM’s reliance on SalesForce support and features means that customization and integrations require working with both companies to implement, so if fast adoption is your priority there may be better options to choose.
Mortgage IQ
The industry veteran, Mortgage IQ made a name for itself in the mortgage industry during the early 90s. Its CRM handles marketing automation, lead management and provides a suite of tools for business planning and strategizing.With an extreme focus on customization, Mortgage IQ offers a platform that can be heavily modified to each business that uses it. But with so many options for customizability, some of the core functions can be drowned out by all the noise making it potentially less helpful as an out-of-the-box solution for the individual LO and a small team.
It has expensive custom price points, too - so If you need a quick, easily implemented CRM software, Mortgage IQ might not be the best choice.
SureFire
Working in the mortgage industry, you’ve probably heard of Top of Mind’s CRM SureFire because it’s been around for nearly two decades. Its main features - like automated campaign management - appear to check the boxes, but feedback online highlights their struggles to offer the functionality modern mortgage professionals demand.
SureFire CRM reviews point to the fact that the suite of features offered by SureFire are great when they work, but regularly shifting customer support has made learning and implementing the CRM very challenging. SureFire does not offer reporting for most of its features, so don’t expect to see straight into your pipeline - but they do offer LOS and POS integrations across the board for its users along with mobile alerts, a mobile app, and interactive tools.
SureFire CRM pricing starts at $150 per month per user, with a price break at 5 users, plus a one-time setup fee. That seems geared toward enterprise users and could be cost prohibitive for a small operation or independent broker.
Velocify
Mortgage powerhouse Ellie Mae acquired Velocify CRM in 2017. It’s a large and intelligent CRM that includes all the basic features you’d expect to see, wrapped up in a slick interface.
Velocify’s features include a mortgage specific dialer that provides call insights, automations for abandoned applications, and built-in systems for automated lead management - plus a host of other tools that can help inform Loan Officers outreach.
If your company has many levels and needs a lot of corporate approvals, Velocify is a good choice. Every message that goes out to clients can be easily reviewed by corporate before triggering. Maybe because of the enterprise focus, Velocify pricing is difficult to determine, and they don't publish their prices anywhere online, as far as we can tell.
Total Expert
Total Expert is a marketing automation platform and CRM specifically designed to meet the needs of credit unions and businesses in the banking and lending sectors. Offering a centralized solution, Total Expert helps organizations manage customer relationships, regulatory compliance, lead generation, client communications, and more.
One of Total Expert's key features is its workflow automation capabilities, allowing businesses to streamline processes across the entire customer lifecycle. With pre-designed email templates and marketing campaign management tools, users can ensure brand consistency and effectively engage with their audience across various channels, both digital and print.
Despite its strengths, Total Expert has faced criticism for its integration challenges with LOS systems and perceived technology lag compared to some competitors. Users have also reported missing standard CRM features and expressed frustration with support services. However, the platform continues to offer valuable functionality, including compliance management tools and integration capabilities with third-party systems.
Total Expert's pricing starts at $69 per month, but with a minimum user count requirement of 20 people, it may be more suitable for larger lending teams. Overall, while Total Expert may not be the perfect fit for every organization, its comprehensive feature set and focus on the banking and lending sectors make it a noteworthy player in the mortgage CRM software market.
Bonzo
Bonzo is a versatile mortgage CRM solution crafted to streamline marketing operations for businesses, with a specific focus on enhancing customer engagement, lead management, and campaign creation. Its primary functionality revolves around automating conversations with potential clients through chatbots, providing a seamless communication experience across various channels including voicemails, texts, and emails.
Bonzo offers a robust suite of features, including database management, client information repository, relationship marketing tools, prospecting capabilities, and advanced analytics.
Users have commended the platform's ease of use, particularly from newer professionals seeking intuitive solutions. However, some users have reported integration challenges with their LOS and noted limitations in certain features, such as the absence of a POS or custom landing page for mortgage applications. Additionally, concerns regarding support responsiveness and the onboarding process have been raised by users experiencing difficulties in reaching customer service and navigating training.
Bonzo offers flexible pricing plans starting at $200.00 per month, with no annual contracts required. This allows businesses to explore the platform's capabilities on a month-to-month basis, providing a cost-effective solution for marketing automation needs.
Shape
Shape is a comprehensive mortgage CRM solution offering a range of user-friendly features tailored to streamline marketing operations and enhance customer engagement. Featuring a simplified email marketing tool that seamlessly integrates with popular email platforms like Outlook or Gmail, Shape mortgage CRM ensures a cohesive and efficient communication strategy. Additionally, Shape provides lead prioritization reports, empowering users to focus on potential opportunities and make informed decisions.
However, while Shape CRM offers a plethora of useful features, users have raised concerns regarding additional charges associated with certain functionalities. For instance, the bulk email marketing feature incurs extra charges per email sent, which can result in unexpected expenses for users conducting extensive marketing campaigns. Similarly, the inclusion of e-signature capabilities comes with additional costs, leading to potential budgetary concerns for businesses seeking a more cost-effective solution.
In summary, Shape presents a compelling option for businesses looking to streamline their marketing operations and prioritize lead management effectively. With its user-friendly interface and powerful features such as simplified email marketing and lead prioritization reports, Shape empowers users to make data-driven decisions and optimize their marketing efforts. However, potential users should carefully consider the additional charges associated with certain features and evaluate their budgetary constraints before committing to the platform.
Is Aidium for you?
As we said earlier in this blog post, we know that Aidium isn't the right choice for everyone. However, if you think we might be the right fit for you don't wait, book some time to see this mortgage software today!
