Best Mortgage CRM Software Of 2024

Salesforce CRM is a popular CRM solution designed specifically to improve business relationships, assist in customer retention and drive sales growth. The software is adaptable to numerous industries, including mortgage and lending. Salesforce offers a comprehensive set of features tailored to lenders that automates the entire lending lifecycle.

Salesforce helps lenders streamline digital lending with built-in mortgage tools, such as guided applications, document tracking and advanced analytics. The result is a platform that effectively reduces operational costs while fostering stronger customer relationships. Salesforce CRM offers a 360-degree view of borrowers to give users visibility into their borrower’s financial holdings and borrower activities. This feature helps create cross-sell opportunities and predict customers’ future needs. It also uses AI to suggest product add-ons.

Salesforce also facilitates seamless management of customer interactions, loan origination and servicing processes. Salesforce provides specialized tools, which aids lenders in managing complex transactions and delivering personalized experiences. It ensures enhanced productivity and compliance by using predictive analytics to assist professionals in prioritizing leads and identifying opportunities. Additionally, it offers extensive customization and integration capabilities to help users incorporate various applications to streamline their workflow.

Learn more: Read our full Salesforce review.

Who should use it: 

Mortgage companies that want a CRM software system with built-in mortgage tools, such as guided applications, document tracking and advanced analytics that can help with automating their lending lifecycle.

NetSuite is an exceptional choice for mortgage companies seeking an integrated CRM and ERP solution. It offers extensive CRM capabilities, such as lead tracking, contact management,  document management and customer interaction history that can help mortgage firms manage client relationships. The CRM suite also includes powerful sales force automation features that help mortgage companies track and manage potential leads throughout the sales lifecycle. It also boasts marketing automation features to help companies create and manage targeted marketing campaigns.

What sets NetSuite apart from other CRM software is its ability to integrate seamlessly with ERP software. NetSuite primarily functions as an ERP software with the ability to add a CRM system. ERP software helps organizations manage various business processes including finance, supply chain and human resources (HR) to ensure accurate real-time data management across all business functions. Combining NetSuite’s CRM attributes with its ERP features should increase productivity, operational effectiveness and customer satisfaction for mortgage companies.

Who should use it: 

Companies looking to integrate ERP and CRM software platforms to most efficiently use innovative technology that caters to several business requirements.

Creatio is a great CRM choice for professionals in the mortgage industry who use a referral tracking system. Creatio contains referral management features that allow users to organize information about referral partners, such as Realtors, businesses and contractors to foster successful collaboration.

Users can save comprehensive partner information in partner profiles. Creatio’s advanced system also allows users to track the quantity and quality of referrals received from each partner. This clarifies which partners yield the highest quality leads. The real-time data and key performance indicators (KPIs) of partners are presented on detailed dashboards and charts. To build effective communication channels with partners, Creatio provides an advanced partner portal designed to support joint leads, campaign management and knowledge sharing.

Who should use it: 

Mortgage industry professionals looking to streamline their referral processes and enhance collaboration with industry-tailored CRM software.

Robust automation capabilities make monday.com stand out as a top-notch mortgage CRM for scaling marketing efforts. The platform offers tailored recipes that automate routine marketing tasks, including lead nurturing, email marketing, customer follow-ups and task assignments. Whenever a new lead is added monday.com allows triggering automatic follow-up task creation to ensure no lead slips through the cracks.

The marketing automation features are particularly beneficial for scaling marketing efforts. Mortgage companies can automate their marketing campaigns, lead scoring, reengagement efforts and customer segmentation to help create more effective communication with potential clients. The platform also offers sales automation features designed to expedite the sales cycle and allow users to close more deals with minimal effort. Features such as enhanced lead profiles allow users to create detailed buyer profiles, enabling more personalized sales interactions, while automated reporting provides valuable insights to help refine sales.

Learn more: Read our full monday.com review.

Who should use it: 

Mortgage industry companies looking to leverage robust automation and customization features to scale their business.

Apptivo is a highly adaptable CRM system that can cater to the mortgage industry’s unique requirements. Apptivo has easily customizable custom views, layouts and fields to help mold the software into a CRM platform that suits the specific workflow demands of mortgage companies. The mobile CRM enables mortgage professionals to make data-driven decisions from anywhere while the sophisticated analytical tools break down complex data into easy-to-understand visuals.

The software excels with its sales funnel builder that allows mortgage businesses to gain intricate insights into their sales processes. Unlike a sales pipeline that represents the process used to convert a prospect into a buyer, the sales funnel represents the journey a customer takes from initial awareness to purchase.

Focusing on the actions to move leads through different stages of the buying journey, Apptivo’s sales funnel is a distinguished feature that provides a detailed visualization of the sales process from lead generation to deal closure for businesses to manage their sales activities effectively. Apptivo’s sales funnel has a user-friendly interface and customization options to help mortgage companies shape the workflow to their specific needs.

Who should use it:

Mortgage companies looking for a CRM platform with a strong and customizable sales funnel feature.

Pipedrive, renowned for its simplistic yet powerful pipeline management system, has emerged as one of the top general-purpose CRM solutions serving more than 100,000 companies worldwide. While Pipedrive does not have any built-in mortgage-specific features, its main feature―the sales pipeline―is essential for the mortgage industry. The CRM software specializes in providing a simplified yet powerful pipeline management system that is helpful for managing the multifaceted sales processes. Even the entry-level plan enables users to manage up to 3,000 deals a month.

The visual sales pipeline allows mortgage professionals to see the entire sales process at a glance. Users can customize pipelines, fields and stages with a drag-and-drop builder to build a sales pipeline that matches their needs. For further customization, users can integrate with more than 400 third-party apps, switch off features efficiently and modify a service beyond its restricted settings with the use of Pipedrive’s CRM application programming interface (API).

Learn more: Read our full Pipedrive review.

Who should use it: 

Mortgage professionals who want a visual sales pipeline to track deals and leads at each stage of the sales process.

Zoho CRM is a powerful CRM customer relationship management platform that caters to businesses of all sizes across numerous industries, including the real estate and mortgage sectors. Zoho CRM does not have built-in tools specifically developed specifically for the mortgage industry. However, it does have a litany of features that helps streamline the complexities of the mortgage industry, such as a centralized database to maintain customer information, communication history, loan application status and self-service portals that connect sellers and buyers directly with your business. Real estate professionals can use Zoho CRM to take care of the end-to-end process management from managing incoming requests to preparing price quotes to tracking sales.

One of Zoho CRM’s standout features is its AI-powered assistant named Zia. This feature can be immensely beneficial to users in the mortgage industry. Zia analyzes data to provide predictive sales analytics, lead scoring and deal predictions, which helps mortgage professionals effectively prioritize tasks. From forecasting potential closures to identifying the best times to contact clients, Zia can significantly enhance decision-making. It frees up users’ time by automating routine tasks as well as calculating the efficiency of workflows.

Learn more:  Read our full Zoho CRM review.

Who should use it: 

Companies that want to incorporate the use of AI to analyze data, improve workflows and automate routine tasks.