Below you will find a comparison chart of loan officer specific CRM companies.
We, ourselves (Method Loan Processing), in partnership with Stuart Carson (LO from C2 Financial), needed a CRM solution, and so we set out to personally interview as many CRM's as we could. We created a list of questions to ask all of these CRM's and their answers are provided below. We spent an hour and a half on zoom calls with each sales rep, on average.
Before diving in, please keep the following in mind:
1. The information here is not complete because we evolved our questions over time during the interview process. Also, some sales reps turned us off from using their product or some CRM's were obviously not a match for us, cutting the interviews short. We will obtain this missing information and update this comparison chart asap. *Also keep in mind that this is the first rough draft prototype of this information. I will order the questions better asap.
2. In some cases, these CRM's have a referral program where you/we will receive discounts or rewards if you use the links we provide or talk to the sales reps we worked with here for each CRM. For now, if you want us to refer you to one of the CRM's so that you can receive a discount/etc., please send a FB message to Shane Snyder directly (you can find him in the Broker's are Better group).
3. Our needs and goals for obtaining a CRM may be different than yours. Our PRIMARY goal was to reduce the amount of systems/tools we had to use on a daily basis, integrate as many of our remaining tools as possible so that double work and double data entry is eliminated and also find a CRM that could perform "project management" style tasks. For us, Jungo and BNTouch were the winners. The only reasons we went with BNTouch for now is because there is no contract (we are still developing our overall workflow process and system), because they had their own document collection functionality and because they had more LOS integration options. Once we finish our overall system and process in BNTouch, we will reach out to Jungo to see if they can solve any lingering issues or needs we have (which we will only know about once we are "there"). If you, however, have a strong understanding of exactly how you operate your business, Jungo may be the strongest option overall/long term.
4. We will be adding a full breakdown of Shape and Liondesk asap.
5. If you have questions regarding some of these answers please feel free to contact Shane Snyder directly via FB Message (can find him in the Broker's are Better FB group). He would be more than happy to dive in deeper with you.
| Questions | Pulse CRM | Blue Mortgage CRM | Whiteboard CRM | Jungo CRM | Surefire CRM | BNTouch CRM |
|---|---|---|---|---|---|---|
| How long have you been in business and what is your background for building your CRM? | Pulse CRM: Founded in 2006. Their CRM was built for Loan Originators from scratch. | Blue Mortgage CRM: Since 2011 they were in the tech consulting background, and learned the mortgage industry through consulting more recently. BluMortgage CRM for 2 years now. | Whiteboard CRM: Founded in 2015. "Whiteboard was started by a Regional President who had tried all of the CRM's available and none of them provided what was needed to help the LO's grow their business, communicate with referral partners, and empower their teams to provide 5 Star customer service." | Jungo CRM: Founded in 2005. They are specialists at working in SalesForce and also have backgrounds in mortgages themselves (the owners). They built out their own platform in salesforce for their own mortgage business needs. | Surefire CRM: Founded in 2004. Surefire is built off of a post-close follow-up mailer retention program. They were not a CRM at first. | BNTouch CRM: Founded in 2006 (will update with more info) |
| What makes your CRM better or different when compared to your competition? | Pulse CRM: Response from sales rep: "Many CRMs on-the-market are not mortgage specific. Pulse was built with the everyday qualms of a MLO in mind. PulseCRM is already partnered with Point, so they don't require the purchase of a seperate LOS or any manual data field updates." | Blue Mortgage CRM: The ease of customizability on the Zoho platform and having the Zoho Suite of applications including Sign (digital signature) and Bookings (calendar booking) | Whiteboard CRM: From sales rep: "The Mortgage Playbook™ is our competitive advantage - with more than 100 pre-built campaigns created by high-performing LOs for LOs and Brokers, as well as our commitment to adoption and customer success. They have ability to help new customers get started fast and see value quickly." | Jungo CRM: Being built on salesforce, which is such a robust system. Their biggest sales point is that they can grow with you and make it so that you do not need to upgrade your entire system each time you evolve and grow and change as a company. They have long term "stretch your legs" opportunities. | Surefire CRM: They are a very mortgage specific CRM. They have alot of content and predesigned workflows that all meet compliance. | BNTouch CRM: No contract and the ability to get rid of extranious platforms/tools/systems because they can do so much in their own system. (No need for a third party POS, etc.) |
| How much does your CRM cost? | Pulse CRM: $49 per user per month. Setup fee is $299 for point central. If you use Point Desktop it is $299 for the overall setup and then $99 per computer. | Blue Mortgage CRM: $55 per user per month. If you commit to a year, it is $50 a user per month | Whiteboard CRM: - Annual is $949 ($79/month with $299 set-up fee) - Monthly is $99/month ($399 set-up fee) - Texting is $49 per team monthly and $33 per team if a part of the Annual plan. | Jungo CRM: $149 a month. One time setup fee of $199. One year up front is $1499. | Surefire CRM: $150 per seat per month + one time set up fee of $395. They'll waive the set up fee if you pay for the year upfront. | BNTouch CRM: $99 for one user plus $50 mandatory texting package (1000 outbound texts, includes unlimited emails) for up to 2500 contacts. $20 per month per user to integrate with encompass or byte. Two users or more make it $79 per user plus $50 mandatory texting package. To upgrade from from 2500 to up to 10,000 contacts (if you are on a single user account it is $66 for this contacts increase and if you are on the 2 or more user plan, it is $40 per user for the increase). There is a setup fee of $99 if you are doing a single user and a setup fee of $79, per user, if you are doing multiple. |
| Is there a contract? | Pulse CRM: No, month to month | Blue Mortgage CRM: No, month to month, unless you pay for the whole year up front, then there is no refund if you pull out early. | Whiteboard CRM: Month to month or yearly. | Jungo CRM: Yes, a one year contract at a time. This is due to them having to purchase a Salesforce contract on your behalf (which Jungo is built on) | Surefire CRM: Yes, 1 year or 2 year contracts | BNTouch CRM: No, month to month |
| How many contacts can I have in your CRM? Is there a price increase if I go over a certain amount? | Pulse CRM: Unlimited, no price increase | Blue Mortgage CRM: Unlimited, no price increase | Whiteboard CRM: Unlimited, no price increase | Jungo CRM: Unlimited, no price increase | Surefire CRM: We will upload up to 5,000 contacts for your first initial upload during set up. Anything after that will be $20 per 1,000 contacts for us to upload. Once we’ve done your first upload you may upload your own spreadsheets through the client facing uploader. | BNTouch CRM: 2500 for the base price. Price increases per the amount of contacts you need. |
| Is there a limit on how many emails and texts your CRM can send out per month? | Pulse CRM: No | Blue Mortgage CRM: No | Whiteboard CRM: Unlimited 1 to 1 campaign (automated) emails and 1,000 Texts are included. Additional texting credits are available. There is a Newsletter module, however WB isn't an email marketing tool and will throttle daily limits to ensure customers are not sending out SPAM that hurts sending and domain reputation. | Jungo CRM: (will find out and update) | Surefire CRM: (will find out and update) | BNTouch CRM: (will find out and update) |
| what kind of on-going support do you provide? | Pulse CRM: live training options, no-touch deployment, a training portal that the user can access whenever they’d like. Email and Phone. | Blue Mortgage CRM: standard support is given in terms of calls and zoom calls, etc. | Whiteboard CRM: New Customers have a dedicated Customer Success Coach who insures the system is dialed-in for specific needs and all integrations are in place. Ongoing, all customers have access to Customer Support and Customer Success Coaches for the duration of their subscription. | Jungo CRM: Onboarding process with training. Then a support team and success team. One is tech support and one is helping us to set up campaigns and using the platform itself. | Surefire CRM: We have a tier 1 team that’s dedicated to answering support tickets. Online resources and weekly live training webinars. | BNTouch CRM: On-demand training videos/live training classes twice a day/1 on 1 implementation meetings/on going support via phone/email/ticket |
| Can your CRM sync with a 3rd party 1003 application and/or does your CRM provide an application? If your CRM includes an application, can it be edited to a great degree? | Pulse CRM: Sync's with Point, PointCentral, and Floify, if you are using those services, their system will be able to sync the 1003 data to Pulse. If you are using Zip to collect 1003 data, since that syncs to PointCentral, it will sync with Pulse. Pulse also has their own lead intake form that is similar to a “short form” application. Pulse does not have their own built in 1003 long form application. | Blue Mortgage CRM: They do not have an application function in their CRM. They recommend Floify and Preapprove Me. They could customize and build something from scratch if you pay for their development team to do it. | Whiteboard CRM: Whiteboard doesn't hold any private, non-public information like 1003 or an LOS. Whiteboard doesn't sync with a 3rd party 1003 application. They do sync with Floify. | Jungo CRM: No application built in to Jungo and no front end user interface to be able to build it out. It can however be DONE, if you want to, by having a developer create that scenario in the backend and make it a part of the system, but it is not a function inherently in Jungo. Can sync with Floify, Blend and other POS's | Surefire CRM: No. They do however have a connection with Floify. They are also in the final stages with integrating with Blend. | BNTouch CRM: Yes you can collect an application via the CRM - full 1003 or customized (by deleting questions/fields only) - can export out as a FM 3.2 |
| Can your CRM sync with any LOS systems? | Pulse CRM: Calyx Point Central | Blue Mortgage CRM: No | Whiteboard CRM: Encompass at the corporate level and not the invidual LO. Also, Calyx Point Central. | Jungo CRM: Lendingpad, Encompass, calyx point central and Byte. | Surefire CRM: They can integrate with an LOS that has API keys available. There is a $25 setup fee and then $250 a month maintenance fee. Encompass is the best one they work with apparently. With calyx point integration, since the uploader is client-facing (meaning you can mess with it myself), if you do the uploads yourself, it wipes out the $250 maintenance fee. | BNTouch CRM: LQB, Lending Pad, Encompass, Point Central and Byte Pro |
| Can you Sync with any POS systems? (Floify/Blend/Etc.) | Pulse CRM: Yes, Floify. More POS systems are in the works. | Blue Mortgage CRM: Yes, Floify and Pre-Approve Me are the 2 active integrations | Whiteboard CRM: Yes, Floify | Jungo CRM: Yes Floify and Blend (not sure if they can sync with other POS's). | Surefire CRM: Floify in a one way connection (going into Surefire) and will create contact profiles immediately after a borrower fills out the 1003 application. You will also be able to operate the sales pipeline from Floify and have them connected to our standard sales pipeline which will automatically deploy our In Process videos to your borrower. | BNTouch CRM: Yes, Blend (not sure if they can sync with other POS systems) |
| Can your CRM spit out a 3.2 file? | Pulse CRM: No. Any 3.2 needing to be generated would be done at Calyx PointCentral | Blue Mortgage CRM: No | Whiteboard CRM: No | Jungo CRM: (will find out and update) | Surefire CRM: (will find out and update) | BNTouch CRM: Yes |
| Does your platform have an open API that we can work with and/or does it work with something like Zapier where we can connect it with 3rd party apps or our own custom developed solutions? | Pulse CRM: No | Blue Mortgage CRM: Yes, they have an open API (Zoho). Zapier is used for custom solutions. They also have a large suit of 3rd party integrations. | Whiteboard CRM: Currently no open API. WB can manage all of the Zapier connections to facilitate lead integrations with facebook, LeadPops, Boomtown, etc. WB has pre-mapped/1-click integration (not using Zapier) for Homes.com, Realtor.com, Zillow, Lending Tree, and Floify. WB will set these up for new customers. | Jungo CRM: Yes they have an open API (Salesforce). Zapier is used for custom solutions. They also have a large suit of 3rd party integrations. | Surefire CRM: We do offer an API Key for Zapier integration | BNTouch CRM: Not sure on open API, but can use Zapier to integrate wth 3rd party/custom apps |
| Can your CRM perform document collection like Foify? | Pulse CRM: No | Blue Mortgage CRM: This can be designed to a certain degree inside the CRM system | Whiteboard CRM: No | Jungo CRM: No they do not collect documents. They use floify or blend. they may have integration to a SaleForce app for document uploads. | Surefire CRM: No | BNTouch CRM: Yes, they have a built in document collection functionality |
| Does your CRM have a project management aspect to it or does it sync with something like trello? We need to use lots of checklists and track lots of actions that need to be taken on a loan project. Does your CRM provide anything like that? | Pulse CRM: Custom checklists can be created within’ Pulse and it shows what phase the loan is in. That being said, Pulse does not sync with any outside project management solutions at this time (like Trello, Asana, etc.) | Blue Mortgage CRM: Every stage of the loan flow can have a customized template list of tasks with due dates and who is assigned, automatically. | Whiteboard CRM: uses "Pipeline Sequences" to manage the process of Lead to Loan. WB has built in (and customizable) Needs List and Milestone modules and campaigns to help the borrower with missing information. | Jungo CRM: yes, using task lists. It can also link up with trello. | Surefire CRM: Our system will allow you to add notes and you can also see all your active deals under one view. No checklist manager. Surefire has a sequence of nudges and reminders to you and your team about what needs to happen next. Surefire will also include everyone on the deal team and notify them with the progress made through the sales phases | BNTouch CRM: Yes, checklists that can be customized and saved for later (templates) and used when in certain phases of a loan. |
| Can your CRM automatically send out texts, emails and voice-mails to borrowers, real estate agents and internal team members depending on the action we are taking or the phase of the process we are in with a loan? If so, does it do this intelligently? Meaning does it have lots of conditional rules for things like 'time of day' and messages/reminders being sent out at specific intervals depending on exact scenarios? | Pulse CRM: Yes, yes and yes (Pulse is simi-smart since it runs off the status dates applied on the files but cannot specify a specific time of day to send them) | Blue Mortgage CRM: Yes, yes and yes | Whiteboard CRM: Yes, yes and yes | Jungo CRM: They have email integrations. Voicemails would be with a 3rd party dialer. Texting is set up with twillio and then integrated with Jungo. All of this can be customized and edited. | Surefire CRM: YES Surefire texts, emails and allows you to drop in prerecorded voicemails through our Power Call feature. The system will not automatically call someone and leave a voicemail. You have to set this up and operate the pipeline. You can create as many rules as you’d like for automation. | BNTouch CRM: Yes, yes and yes |
| Does your system have tasks and task reminders? | Pulse CRM: Yes | Blue Mortgage CRM: Yes | Whiteboard CRM: Yes | Jungo CRM: Yes | Surefire CRM: Yes | BNTouch CRM: Yes |
| Do you have a pre-sale and post-sale drip marketing campaign function? Also, are the designs of the emails customizable and can you customize the campaign itself? | Pulse CRM: Yes, yes and yes | Blue Mortgage CRM: Yes, yes and yes | Whiteboard CRM: Yes, there are both pre-sale and post-sale campaigns. All campaigns are customizable. | Jungo CRM: yes, 12 different drip campaigns already built out, in addition to 350 different email templates already ready to use. Fully customizable. Can also create and add our own templates. | Surefire CRM: We have predesigned prospect drip campaigns as well as post close campaigns. All of our content will be customized to your branding (user and company specific) You can also edit all of our content | BNTouch CRM: Yes, a large list of predesigned campaigns that can be customized or used as is. |
| Can we build custom forms with lots of conditional logic in your CRM? | Pulse CRM: No | Blue Mortgage CRM: Yes | Whiteboard CRM: All forms are customizable however doesn't include conditional logic. | Jungo CRM: No, not with a user interface that you would use to build out the forms yourself, but technically it can be done using their developers. | Surefire CRM: Yes | BNTouch CRM: No |
| Does your CRM have a document editor? For example, right now we have to open a PDF version of a "Borrower's Authorization" document, edit it to make it easier for our borrower to fill out but also to make sure they do not input something incorrectly, then save it, then upload it to Floify and then send it to the borrower via floify so they can download it, hand-sign it and send it back to us. It would be great if we could just edit this document in your system, send it and easily receive it. | Pulse CRM: No | Blue Mortgage CRM: Yes | Whiteboard CRM: No | Jungo CRM: There are some PDF editor Salesforce apps which can handle this, but you would need to look into it and see which options would match your user needs. https://appexchange.salesforce.com/appxSearchKeywordResults?keywords=pdf%20editor&searchType=simpleSearch | Surefire CRM: No | BNTouch CRM: No |
| Do you have a mobile app? | Pulse CRM: No | Blue Mortgage CRM: yes. They have a mobile app that can dial out from the app to a borrower. Can also leave voice notes on the contact. It logs the length and time of the calls made from the app | Whiteboard CRM: Yes. Robust functionality on updating contact, mortgage, and partner data on the fly. Cannot edit the email campaigns via the mobile app. Includes a unique in-app texting function where everyone on the team can communicate borrowers/partners in real time. | Jungo CRM: Yes, not as robust as the desktop version, but gives you some functionality | Surefire CRM: Yes | BNTouch CRM: Yes |
| Do you have a slack type function built-in where my team can communicate about a particular loan/borrower/contact in real time? | Pulse CRM: (will find out and update) | Blue Mortgage CRM: Yes | Whiteboard CRM: No | Jungo CRM: Yes | Surefire CRM: No | BNTouch CRM: No |
| What platform/technology is your CRM based on? | Pulse CRM: (will find out and update) | Blue Mortgage CRM: Zoho | Whiteboard CRM: Proprietary platform, includes PHP, Angular, JS Node, JavaScript, etc. | Jungo CRM: SalesForce | Surefire CRM: (will find out and update) | BNTouch CRM: Custom built proprietary platform, from the ground up |
| Can your CRM be customized to my needs? | Pulse CRM: Yes | Blue Mortgage CRM: Yes | Whiteboard CRM: Depending on what the needs are, there are possibilities for customizing Whiteboard. Campaign logic and text/email templates are 100% customizable | Jungo CRM: Yes | Surefire CRM: (will find out and update) | BNTouch CRM: Yes |
| Does your CRM have a list of 3rd party functions/applications that can enhance your system? | Pulse CRM: No | Blue Mortgage CRM: Yes they have a large suite of Zoho apps that come included in your license, as well as a marketplace of 3rd party application integrations | Whiteboard CRM: Yes | Jungo CRM: Yes they have a large suite of Salesforce 3rd party apps | Surefire CRM: (will find out and update) | BNTouch CRM: (will find out and update) |
| Do you have a development team in-house that can help me do custom functionality in your system that is not already included? If so, what is the cost? | Pulse CRM: No | Blue Mortgage CRM: Yes, $150 per hour of work | Whiteboard CRM: Professional Services (high level customization of existing functionality by an Implementation Specialists) is $125/hr. New development is $175/hr. | Jungo CRM: Yes, $160 | Surefire CRM: We offer professional services (a Surefire Admin). Price is based off job and whether its recurring or one time. | BNTouch CRM: Negotiable |
| We would like to be able to have 100% of all email communication on a loan/borrower/client/project consolidated in one location. Can we use your system to email the borrower? If so, when the borrower replies does their reply go back into the CRM and all stay logged/organized in their contact/loan area? | Pulse CRM: Users are able to send any emails, (even free written "on-the-fly" emails to any contact) but the responses do not sync back into Pulse. | Blue Mortgage CRM: They have a bunch of email integration options and seem to have a dashboard area of email communication, per contact, built in | Whiteboard CRM: can compose and send outgoing email to borrower/clients/referral partners. Replies are received in the users email client, not in whiteboard. | Jungo CRM: Email can be integrated into Jungo, but there is no way to reply or interact with all email threads inside of Jungo back and forth as if it were an email platform. | Surefire CRM: Can email the borrower, but replies do not go into the system | BNTouch CRM: You can email the contact/borrower and when they reply it will show up in the CRM but it is all consolidated into one thread as opposed to seperated email threads |
| Can we white-label our customized version of your CRM to provide to other branches, franchisees or individual Loan Officers? | Pulse CRM: No | Blue Mortgage CRM: No | Whiteboard CRM: No | Jungo CRM: Yes | Surefire CRM: (will find out and update) | BNTouch CRM: (will find out and update) |
| Questions | Shape CRM | Lion Desk CRM |
|---|---|---|
| coming soon | coming soon | coming soon |
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