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Mortgage CRM: The Future of Loan Management


Mortgage customer relationship management (CRM) software is a powerful tool for mortgage companies to personalize their sales operations, nurture leads, close more loans, and build lasting relationships with borrowers, partners, and real estate agents.

Editor's note: Andrew overviews the key benefits and capabilities of CRM for loan businesses and shares the best three CRM platforms for mortgage professionals. If you want to choose and implement the best-fitting mortgage CRM solution for your unique case, do not hesitate to contact ScienceSoft for our

Main Capabilities of Mortgage CRM

Centralized customer database. A CRM system allows loan officers and mortgage brokers to collect and manage their clients' contact information, loan details, referral sources and statuses, etc. With a centralized customer database, agents can quickly grasp each customer's specifics and provide a personalized service.

Mortgage lead management. Mortgage CRM helps capture, track, organize, and nurture leads. It sources leads from various channels, categorizes them based on specific criteria (e.g., location, loan type, credit score, or stage in the buying process), and distributes leads to the relevant teams.

Process automation. Mortgage CRM software offers automated follow-ups, task reminders, and appointment scheduling, ensuring that every interaction is timely and tailored to the client's expectations. These features help mortgage professionals focus on engaging and retaining customers rather than spending time on repetitive manual tasks.

Omnichannel communication. Native CRM integration with email, phone, social media, and messaging apps enables tracking interaction history across all these channels to maintain a consistent and personalized dialogue with clients.

Analytics and reporting. CRM software can drive insights into lead conversion rates, client engagement levels, campaign performance, revenue, and more. This helps mortgage professionals identify areas for improvement, optimize lead management strategies, and make data-driven decisions to take their mortgage business to new heights.

Top CRM Solutions for Mortgage

Microsoft Dynamics 365

Microsoft Dynamics 365 offers a set of apps to automate all key processes across sales, marketing, and customer service.

Dynamics 365 Sales app helps centralize contact information, qualify leads, and nurture prospects. The price for the Sales solution ranges from $65 per user/month to $162 per user/month, depending on the edition chosen.

Dynamics 365 Customer Insights app offers automation of routine marketing tasks, which helps mortgage professionals speed up the mortgage loan cycle and free up time for strategic tasks. The marketing solution pricing is $1,700 per tenant/month.

Dynamics 365 Customer Service app centralizes all customer interactions, from initial lead generation to loan closure and beyond, to ensure a streamlined and personalized experience. Prices for the Customer service solution range from $50 per user/month to $95 per user/month.

Check our dedicated Dynamics 365 CRM page to read more about the value of Microsoft 365 apps.


Surefire CRM is a highly rated solution for mortgage providers in both retail and wholesale loan space. It offers features like lead management, marketing automation, and content management. Surefire CRM costs $150 per user/month.


Aidium is a comprehensive solution built explicitly for mortgage professionals. It offers an easy-to-use interface, lead management tools, and a powerful pre-built mortgage automation system. It boasts a rich repository of ready-made strategies and content, ensuring optimized engagement, conversion, and sales proficiency. Pricing options: annual commitment at $1,399 per user/year with a $299 setup cost or $139 per user/month and a $299 setup cost.