Mortgage CRM · September 20, 2026
Best CRM for mortgage brokers (2026)
An LO needs a pipeline, a first touch, and a file that is not the LOS. A generic sales cloud will not originate a loan.
By Gregory GreensteinUpdated September 20, 2026Affiliate disclosure
Mortgage CRM fails when Zillow, a realtor partner, and the LOS each hold a different phone number. The job is: one people file, fast first touch, and a nurture for the 90% who are not locking this month. The LOS is a different product. We will not rank an origination system as a CRM.
Follow Up Boss wins when the desk is dual real-estate and mortgage. Pipedrive wins as a published pipeline. Close wins if the floor still dials. HubSpot is the marketing-layer skip-if. Total Expert-class platforms stay off as quote-shaped bake-offs.
Prices as of September 20, 2026. Not lending, licensing, or RESPA advice. AI email writers stay on Aiacent.
The short list
Public list prices as of September 20, 2026. Promos change. Confirm on the vendor page before you buy.
| # | Product | Best for | Public starting price | Score |
|---|---|---|---|---|
| 1 | Follow Up Boss | Dual-licensed or realtor-fed shops that want speed-to-lead and a published seat | Grow $69/user/month ($58 billed annually). Pro $499/month for 10 users ($416 annual). Platform $1,000/month for 30 users ($833 annual). Calling add-on $33/user on Grow. Confirm followupboss.com/pricing. | 8.3 |
| 2 | Pipedrive | Broker shops that sell like a pipeline and keep the LOS as the loan file | Annual list: Growth $14, Premium $39, Ultimate $59, Enterprise $79 per seat/month. Confirm pipedrive.com/en/pricing. | 8.1 |
| 3 | Close | Teams that still live on the phone and email from the same record | Close publishes per-seat plans on close.com/pricing (typically starting in the low tens of dollars per seat on annual terms, stepping up for calling and coaching). Confirm the live page — we will not freeze a stale third-party figure. | 7.8 |
| 4 | HubSpot CRM | Shops that already have an LOS and only want a marketing contact file | Free CRM $0. Starter Customer Platform list $20/seat/month. Professional hubs add onboarding. | 6.9 |
01
Follow Up Boss
Dual-licensed or realtor-fed shops that want speed-to-lead and a published seat
Public pricing: Grow $69/user/month ($58 billed annually). Pro $499/month for 10 users ($416 annual). Platform $1,000/month for 30 users ($833 annual). Calling add-on $33/user on Grow. Confirm followupboss.com/pricing.
Follow Up Boss official pricing, reviewed September 20, 2026.
Skip if
You originate only, never touch a realtor pond, and want a sales pipeline without a real-estate CRM religion. Pipedrive is calmer.
Why it ranks
- Lead routing and a first-touch timer are the product — the same reason it ranks on real-estate CRM.
- A published card. You can defend Grow in a team meeting.
- Useful when realtor partners dump ponds into one inbox.
- Calling add-on exists if you still dial.
Watch-outs
- It is a follow-up desk, not an LOS.
- Grow’s calling add-on is extra. Model it.
- If you have no realtor feed, you may be paying for a pond you do not have.
- Compliance texting and advertising rules are on you.
02
Pipedrive
Broker shops that sell like a pipeline and keep the LOS as the loan file
Public pricing: Annual list: Growth $14, Premium $39, Ultimate $59, Enterprise $79 per seat/month. Confirm pipedrive.com/en/pricing.
Pipedrive official pricing, reviewed September 20, 2026.
Skip if
The floor is a power dialer. Close is the phone. Or you needed realtor speed-to-lead — Follow Up Boss.
Why it ranks
- A board LOs will update — pre-qual, submitted, locked, closed.
- Published seats you can put next to Follow Up Boss Grow.
- Automations on Premium cover the “rate dropped” follow-up if you write them.
- See Pipedrive vs Close if you are arguing about the dialer.
Watch-outs
- Not a mortgage LOS. Do not rebuild underwriting here.
- You will still need a rule for what lives in the LOS vs the CRM.
- Ultimate is easy to overbuy.
- Lead-source integrations are on you.
03
Close
Teams that still live on the phone and email from the same record
Public pricing: Close publishes per-seat plans on close.com/pricing (typically starting in the low tens of dollars per seat on annual terms, stepping up for calling and coaching). Confirm the live page — we will not freeze a stale third-party figure.
close.com pricing, reviewed September 20, 2026.
Skip if
You are inbound-and-realtor only, or you need a marketing cloud. Close is a selling instrument.
Why it ranks
- Calling, SMS, and email sequences sit on the lead. That is the outbound LO job.
- Shared inboxes when you have more than one closer.
- Less platform gravity than HubSpot.
- See Pipedrive vs Close CRM for the pipeline-vs-dialer fork.
Watch-outs
- Overkill if nobody is on the phone.
- Not your marketing database or LOS.
- Confirm calling minutes on the current plan card.
- TCPA and state calling rules are counsel, not a Close toggle.
04
HubSpot CRM
Shops that already have an LOS and only want a marketing contact file
Public pricing: Free CRM $0. Starter Customer Platform list $20/seat/month. Professional hubs add onboarding.
HubSpot pricing (hubspot.com/pricing/crm), reviewed September 20, 2026.
Skip if
You store loan files or need-to-know notes here. HubSpot is a general CRM. It will not become an LOS.
Why it ranks
- Free is enough for seminar and refi-nurture if the LOS holds the file.
- Email logging without a mortgage-CRM sales cycle.
- A path into marketing later — also the trap.
- Fine as a layer, not a replacement.
Watch-outs
- No native loan object.
- Contact-tier math surprises shops that import old lists.
- Two systems of record need a compliance-minded rule.
- Do not buy Marketing Hub Professional to look like a fintech lender.
How we picked
The job is a US mortgage people file: first touch, pipeline, nurture. We scored published seats vs quote platforms and whether the product is a CRM or an LOS in disguise. Total Expert and LOS suites stay off as bake-offs. AI note-takers are Aiacent.