What is the difference between a mortgage CRM and a LOS?

A CRM (Customer Relationship Management) manages your pipeline — leads, contacts, follow-up tasks, and marketing automation. A LOS (Loan Origination System) manages the loan file — disclosures, underwriting, conditions, and funding. Your CRM tracks who's in your pipeline and when to follow up. Your LOS tracks the loan data and moves the file from application to closing. Most mortgage professionals need both, and the [integration between them](/mortgage-lead-generation) is what eliminates double data entry.

What is the difference between a CRM and a POS?

A CRM manages your relationship with the borrower across the full lifecycle. A POS (Point of Sale) manages the borrower's application experience — online 1003s, document uploads, e-signatures, and disclosures. Floify, Blend, and SimpleNexus are POS platforms. They handle the application front door; your CRM handles everything before and after.

What is the best CRM for a solo loan officer?

BNTouch ($165/month) offers the strongest all-in-one value — CRM, marketing, and POS in one platform. Lendware (formerly Aidium) is the easiest to adopt if you're new to CRM. If you're already on Salesforce, Jungo ($96/user/month annual) adds the mortgage layer on top. Prioritize simplicity and lead source integration over feature depth.

What is the best CRM for enterprise teams?

Total Expert and ICE Surefire are purpose-built for enterprise — centralized compliance, institutional-scale marketing automation, and deep LOS integration. Total Expert leads on customer intelligence and AI. Surefire leads on co-marketing content and Encompass integration. Both require enterprise sales conversations.

How much does mortgage CRM software cost?

Published pricing ranges from $96/user/month (Jungo, annual) to $165/month (BNTouch, individual). Surefire, Shape, Total Expert, and Insellerate require sales conversations for custom quotes. GoHighLevel starts at $97/month but requires additional investment to configure for mortgage. See the full pricing comparison in Section 3 for verified numbers and confidence levels.

Does LeadPops work with my existing CRM?

Yes. LeadPops integrates with Total Expert natively and connects to other CRMs (Surefire, BNTouch, Jungo, Shape, and others) via API, webhook, and Zapier. LeadPops handles lead generation and capture; your CRM handles pipeline management. They're complementary, not competing. [See how it works](/mortgage-lead-generation-demo).

Is GoHighLevel a mortgage CRM?

GoHighLevel is a general-purpose CRM and marketing platform — not a mortgage-specific CRM. It can work for mortgage when deeply configured with TCPA-compliant workflows, RESPA co-marketing setup, mortgage pipeline stages, and LOS bridging. Out of the box, it doesn't include mortgage-specific features. See our full GoHighLevel analysis in Section 5 for details.

Should I use HubSpot or a mortgage-specific CRM?

HubSpot's marketing automation is best-in-class, but it's not built for mortgage. No native LOS integration, no mortgage pipeline stages, no TCPA/RESPA compliance features out of the box. If you're heavily invested in inbound marketing and willing to build mortgage workflows from scratch, HubSpot can work. For most LOs, a mortgage-specific CRM with built-in compliance and LOS integration delivers faster time-to-value.

What is the most affordable mortgage CRM?

Lendware (formerly Aidium/Whiteboard CRM) historically priced around $79/month — the most affordable mortgage-specific option. BNTouch starts at $165/month. Jungo starts at $96/user/month on annual billing. GoHighLevel starts at $97/month but requires custom configuration for mortgage use. Compare total cost of ownership — subscription plus implementation plus integrations — not just the monthly price.

Are CRM and LOS the same thing?

No. A CRM manages relationships and pipeline. A LOS manages the loan file. They're separate categories that serve different functions — but they need to integrate. The CRM tracks who your leads are, when to follow up, and where each borrower sits in your pipeline. The LOS tracks loan data, conditions, disclosures, and the path to closing. Without integration between the two, you're entering data twice and losing deals in the gap.