Buying a mortgage CRM is a five-year decision. The migration cost — data, campaigns, training, integrations — is high enough that most LOs stay on the wrong platform for years before switching. This guide is designed to save you from that.
The 20-point feature checklist
See the full list at Mortgage CRM Features Checklist. The must-haves: mortgage-first pipeline, LOS integration, live property data, AI lead response, multi-channel campaigns, native dialer, mobile app, and open API.
Pricing red flags
Watch for per-seat pricing that scales aggressively, 'AI usage' tokens that meter you, mandatory annual contracts with no monthly option, and setup fees over $500 without white-glove onboarding included.
The seven questions to ask on every demo
1. Which LOS do you sync with, and which fields? 2. Show me your AI answering an SMS thread live. 3. What's your average response time on inbound leads? 4. Do you have live property data, and where does it come from? 5. Can I export all my data at any time? 6. What's included in onboarding? 7. What happens if I want to cancel in month 4?
Migration planning
Full playbook: How to migrate to a new mortgage CRM. Rule of thumb: assume 30 days from decision to go-live for a solo LO, 60–90 for a team.
Related resources
Mortgage CRM ROI Calculator · Signs you've outgrown your CRM · Common mortgage CRM mistakes
The right mortgage CRM adds a loan to your pipeline every month. Use this guide, ask the seven questions, and don't sign until every answer is a yes.
