In this day and age of business success becoming increasingly contingent on improved efficiencies and resource utilisation, a good CRM can significantly enhance and support your mortgage business. Here’s a quick guide on what it is, why it’s necessary for business growth and the features of a sound mortgage CRM system.

What is a Mortgage CRM system?

A mortgage CRM (Customer Relationship Management) system is the software to automate communication and document exchange at different stages of your customer’s loan settlement journey. Its primary objective is to ensure quality customer service through timely engagement throughout the loan process and beyond. This could include information collection, confirmation updates, among other necessary communication.

But why do you need a CRM system in the first place?

The process to settle a loan is quite document-intensive. The most significant benefit a CRM system offers is the time it gives you back to focus on core business activities through automation of various steps of the loan submission and application approval process. It also minimises human error and improves compliance. In a nutshell, a CRM system lets you get a lot more done by automating the grunt work, compliance requirements and documentation associated with issuing a loan.

What are the features of a sound Mortgage CRM system?

The CRM market has evolved to provide customers with an array of choices, and while you could opt for something that suits specific business needs. Here a list of what every ideal mortgage CRM system should offer.

Virtual Communication tools

  • Video Conferencing: Ability to virtually engage with clients, record conversations and capture identification.
  • Internet voice calls & Mobile text messages: Facility to send out application updates to clients via emails, texts or both along with digital records of your conversations.

Borrower Information Collection

A reliable CRM system allows you to collect and archive client information as well as create documents from predefined templates and email them directly to loan applicants for electronic signatures. Additionally, it should also allow clients to upload supporting documentation online.


  • Digital Verification: Capture and verify your client’s identification through face recognition and cross-reference this information across numerous databases.
  • Credit Verification: Most good CRM systems have affiliations with a credit reporting agency for client credit scores through the loan application process.
  • Income & Expense Verification: They have bank statement Integration
  • Property & Asset Verification: It should facilitate seamless property and asset verification with direct plugins of real estate and property research firms.

Product, Lender and Compliance guidance

  • Market scoping: It should have the ability to analyse client information, compare products and make a product recommendation.
  • Compliance Documents: It should automatically integrate of all compliance requirements and documentation throughout the loan issue workflow.
  • Lender Calculators & Documents: You have access to different Lender calculators and lender specific documentation.
  • Lender gateways: It is integrated with and provide access to different lender gateways for loan submission, e.g. Apply online, Sympology etc.

Team management

  • Task allocation:  Digitally allocate tasks among team members and automate task completion dates within your workflow. ­
  • Organisation messaging tool: Chat internally with your team members. Advanced internal chat systems let you share a lot more – files, videos, documents etc.
  • Mobile Apps: Give your clients the facility to engage on the go with IOS and Android Apps.

Integration with other applications

A good CRM system should be flexible enough to allow integration with other applications like an EDM (Electronic Direct Mail) system, or company Business intelligence or reporting tools, among others. 

Automation across functions

  • Workflow Automation: Automate tasks, documents and notifications as per specific organisational needsAdditionally, build custom workflows, status indicators and segments. Customise to your organisation branding.
  • Marketing: Laser focus your marketing efforts with predefined audience segmentation and integrate marketing results into your reporting.
  • Updates and Reminders: Set up different updates and reminders across processes, tasks, products and deals.

Business Growth

  • Diversify: Provide your clients with additional services they need with a loan. Integrate aspects like evaluation, conveyancing and other legal services to your primary offering.
  • Access Control: Restrict the amount of information available to different users. You can allow differential access to various team members based on the deals they are working on and the clients they are servicing.
  • Pipeline management: Streamline archival of all client and deal information as well as regular update and maintenance of your databases.

If you choose to opt for a mortgage franchise, make sure that your organisation provides you with a reliable CRM to manage business operations. YBR offers its mortgage brokers with the industry’s most premium CRM. Reach out to us to know more.