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Sales Automation Software for Loan Officers 2026: 9 Best Rated Products

Albert Richer
Curated by :
Albert Richer
Updated Jan 15, 2026

This niche exists within a larger set — view the entire Sales Automation & CRM Software list.

Sales Automation Software for Loan Officers
Albert Richer

Unlocking Efficiency: An In-Depth Look at the Best Sales Automation Software for Loan Officers When analyzing customer feedback across multiple platforms, it becomes clear that loan officers are prioritizing user-friendly interfaces and robust integration capabilities in sales automation software. Market research indicates that software like Salesforce and Zoho CRM frequently appears in top-rated lists due to their extensive customization options and strong reporting features. Reviews often highlight that Salesforce's dashboard provides a visually appealing overview of client interactions, while Zoho CRM's affordability appeals to those working within tighter budgets. However, amidst the sea of options, many loan officers may overthink features that sound fancy but aren't essential for everyday tasks. Why spend time worrying about complex AI integrations when a straightforward follow-up system could suffice? Data suggests that simplicity often trumps complexity, especially for those juggling multiple clients. Unlocking Efficiency: An In-Depth Look at the Best Sales Automation Software for Loan Officers When analyzing customer feedback across multiple platforms, it becomes clear that loan officers are prioritizing user-friendly interfaces and robust integration capabilities in sales automation software.

Similar Categories
1
Expert Score
9.9 / 10
543
66
1
Total Expert Mortgage Tools
9.9

Total Expert Mortgage Tools

Total Expert Mortgage Tools
View Website
Total Expert is a comprehensive SaaS solution designed to meet the unique needs of loan officers. It leverages intelligent automation to guide borrowers through the loan process, delivering timely reminders and valuable information. This enhances customer experience, boosts the efficiency of loan officers, and ultimately drives revenue growth.
Total Expert is a comprehensive SaaS solution designed to meet the unique needs of loan officers. It leverages intelligent automation to guide borrowers through the loan process, delivering timely reminders and valuable information. This enhances customer experience, boosts the efficiency of loan officers, and ultimately drives revenue growth.

Best for teams that are

  • Banks and enterprise lenders requiring strict compliance
  • Marketing teams managing brand consistency across many LOs
  • Institutions needing a unified customer engagement platform

Skip if

  • Solo loan officers seeking a low-cost, simple solution
  • Teams needing aggressive, high-volume sales dialers
  • Small brokerages wanting a quick, plug-and-play setup

Expert Take

Our analysis shows Total Expert distinguishes itself from generic CRMs by functioning as a specialized 'Marketing Operating System' for the mortgage industry. Research indicates its 'Customer Intelligence' feature—which monitors borrower behavior to trigger automated journeys—is a key differentiator that drives documented retention gains. Based on documented features, the platform's 'Fusion' integration for Encompass and rigorous SOC 2 Type 2 compliance make it a highly secure and deeply integrated choice for financial institutions.

Pros

  • Purpose-built 'Customer Intelligence' for mortgage
  • SOC 2 Type 2 and ISO 27001 certified
  • Free co-marketing accounts for Realtor partners
  • Modern 'Fusion' integration for Encompass LOS
  • Bi-directional Salesforce contact sync

Cons

  • Reporting tools lack depth and customization
  • Email editor considered inferior to MailChimp
  • Enterprise pricing is not publicly transparent
  • Steep learning curve for advanced features
  • API challenges with proprietary LOS
2
Expert Score
9.7 / 10
399
29
AUTOMATION ACE
2
Creatio Mortgage CRM
9.7

Creatio Mortgage CRM

Creatio Mortgage CRM
View Website
Creatio Mortgage CRM is a powerful SaaS solution designed to streamline the mortgage loan sales process. With its robust automation capabilities, it perfectly addresses the need for efficiency and personalization in the mortgage industry. Its workflow automation allows for effective management of end-to-end processes, while its CRM capabilities ensure personalized service to customers.
Creatio Mortgage CRM is a powerful SaaS solution designed to streamline the mortgage loan sales process. With its robust automation capabilities, it perfectly addresses the need for efficiency and personalization in the mortgage industry. Its workflow automation allows for effective management of end-to-end processes, while its CRM capabilities ensure personalized service to customers.
AUTOMATION ACE

Best for teams that are

  • Process-driven lenders needing no-code workflow customization
  • Organizations with complex, specific business processes
  • Tech-savvy teams wanting to build specific operational flows

Skip if

  • Solo users wanting a simple, pre-configured tool
  • Teams without the skill or time to configure custom workflows
  • Small shops needing a generic, ready-to-use CRM

Expert Take

Our analysis shows Creatio stands out for its 'no-code' architecture, which allows mortgage lenders to adapt workflows to changing regulations without heavy IT reliance. Research indicates significant operational gains, such as Consumers Credit Union reducing mortgage processing time from 6 days to 1 hour. Based on documented features, its ability to unify CRM and loan origination with enterprise-grade security makes it a powerful tool for mid-to-large institutions.

Pros

  • No-code platform allows rapid workflow customization
  • Unified lead management and loan origination
  • Strong compliance with SOC 2 and ISO 27001
  • AI-native capabilities for scoring and automation
  • Flexible deployment options (Cloud or On-site)

Cons

  • High minimum annual purchase ($10,000)
  • Steep learning curve for initial setup
  • Occasional interface performance slowness
  • Complex modular pricing structure
  • Requires connectors for some core systems
3
Expert Score
9.7 / 10
565
115
SPEEDY CLOSINGS
LEAD MANAGEMENT PRO
3
Shape Mortgage CRM
9.7

Shape Mortgage CRM

Shape Mortgage CRM
View Website
Shape is a robust Mortgage CRM designed to streamline the loan process for lenders and loan officers. The platform centralizes leads, automates follow-ups, and delivers real-time insights, specifically tailored to the mortgage industry's needs, to help teams close more deals efficiently.
Shape is a robust Mortgage CRM designed to streamline the loan process for lenders and loan officers. The platform centralizes leads, automates follow-ups, and delivers real-time insights, specifically tailored to the mortgage industry's needs, to help teams close more deals efficiently.
SPEEDY CLOSINGS
LEAD MANAGEMENT PRO

Best for teams that are

  • Teams needing integrated dialers, SMS, and AI lead scoring
  • LOs handling high volumes of internet leads
  • Users wanting an all-in-one sales and marketing platform

Skip if

  • Enterprises prioritizing strict compliance over sales tools
  • Users looking for a free or basic contact manager
  • Lenders needing complex custom workflow development

Expert Take

Our analysis shows Shape Mortgage CRM stands out for its deep unification of CRM and Point-of-Sale capabilities, specifically its native bi-directional sync with major Loan Origination Systems like Encompass and LendingPad. Research indicates it offers robust security credentials, including SOC 2 compliance, which is critical for lenders handling sensitive borrower data. While it carries higher costs for API access, the built-in dialer and digital 1003 application provide a comprehensive 'command center' for mortgage professionals.

Pros

  • Native Encompass & LendingPad sync
  • Built-in digital 1003 application
  • SOC 2 Type 1 certified
  • Integrated dialer with local presence
  • AI-powered lead scoring & automation

Cons

  • API access costs $500/month
  • Reports of difficult cancellation process
  • Users cite buggy features
  • Extra fees for LOS integrations
  • UI described as dated by some
4
Expert Score
9.5 / 10
679
163
CLIENT ENGAGEMENT BOOST
INSIGHTFUL ALERTS
4
Homebot Mortgage Automation
9.5

Homebot Mortgage Automation

Homebot Mortgage Automation
View Website
Homebot is a robust sales automation tool specifically designed for loan officers. It provides valuable insights and alerts on potential opportunities, allowing professionals to close loans faster and build solid relationships with clients. It expertly addresses the need for time-efficient and proactive customer service in this industry.
Homebot is a robust sales automation tool specifically designed for loan officers. It provides valuable insights and alerts on potential opportunities, allowing professionals to close loans faster and build solid relationships with clients. It expertly addresses the need for time-efficient and proactive customer service in this industry.
CLIENT ENGAGEMENT BOOST
INSIGHTFUL ALERTS

Best for teams that are

  • Loan officers focusing on client retention and repeat business
  • Lenders wanting to automate monthly home value updates
  • Professionals needing to stay 'top of mind' with past clients

Skip if

  • Users needing a full-featured CRM for pipeline management
  • Teams looking for origination or loan processing automation
  • Those seeking a standalone tool for cold lead generation

Expert Take

Our analysis shows Homebot achieves engagement metrics that are statistical outliers in the mortgage industry, with documented open rates of 75% compared to the industry average. Research indicates this is driven by high-value, personalized financial content rather than generic newsletters. Furthermore, the platform's commitment to security is verified through SOC 2 Type 2 certification and explicit RESPA compliance measures, making it a safe choice for regulated financial professionals.

Pros

  • Industry-leading 75% email open rate
  • SOC 2 Type 2 certified security
  • RESPA-compliant co-marketing features
  • Transparent pricing published online
  • Automated 'set-and-forget' client retention

Cons

  • AVM home valuations can be inaccurate
  • Bulk upload process reported as clunky
  • Costs increase with database size
  • Limited native CRM integrations
  • Requires lender sponsor for best agent pricing
5
Expert Score
9.3 / 10
489
165
5
Aidium Playbooks for Loan Officers
9.3

Aidium Playbooks for Loan Officers

View Website
Aidium Playbooks is a SaaS solution designed specifically for loan officers. It streamlines the whole borrower process, from lead conversion to in-process milestones and post-closure nurture campaigns, reducing manual management and automating critical tasks to enhance efficiency and productivity.
Aidium Playbooks is a SaaS solution designed specifically for loan officers. It streamlines the whole borrower process, from lead conversion to in-process milestones and post-closure nurture campaigns, reducing manual management and automating critical tasks to enhance efficiency and productivity.

Best for teams that are

  • Lenders wanting pre-built automation 'playbooks' and workflows
  • Teams needing a balance of enterprise control and LO flexibility
  • Users looking for no-code automation capabilities

Skip if

  • Very small businesses with limited budgets
  • Users wanting a simple interface without robust automation
  • Those seeking a basic list-based contact manager

Expert Take

Our analysis shows Aidium distinguishes itself by combining 80+ pre-built automation 'Playbooks' with a native Canva integration, allowing loan officers to deploy high-quality marketing assets without design skills. Research indicates the platform's 'no-code' builder and AI propensity modeling provide enterprise-grade capabilities that are accessible to non-technical users. Based on documented features, the inclusion of SOC 2 Type II compliance and in-app A2P 10DLC registration addresses critical regulatory pain points for mortgage lenders.

Pros

  • 80+ pre-built automation playbooks
  • Native Canva integration
  • SOC 2 Type II compliant
  • No-code automation builder
  • AI propensity modeling

Cons

  • Mandatory $299 setup fee
  • Reports of system bugs/crashes
  • 12-month contract lock-in
  • Mixed support reviews
  • Transition friction for legacy users
6
Expert Score
9.3 / 10
506
93
AI-POWERED INSIGHTS
6
Velocify Sales Automation
9.3

Velocify Sales Automation

Velocify Sales Automation
View Website
Velocify is an industry-leading sales automation solution specifically designed for loan officers. It boosts their efficiency by automating routine tasks, streamlines borrower communication, and drives sales performance. It addresses the industry's needs for high-speed, accurate, and streamlined sales processes.
Velocify is an industry-leading sales automation solution specifically designed for loan officers. It boosts their efficiency by automating routine tasks, streamlines borrower communication, and drives sales performance. It addresses the industry's needs for high-speed, accurate, and streamlined sales processes.
AI-POWERED INSIGHTS

Best for teams that are

  • High-volume call centers prioritizing speed-to-lead
  • Lenders using Encompass LOS requiring tight integration
  • Sales teams managing massive amounts of internet leads

Skip if

  • Relationship-focused LOs needing long-term content marketing
  • Small teams not managing high-volume inbound leads
  • Users wanting modern, user-friendly interface design

Expert Take

Our analysis shows Velocify stands out primarily for its specialized 'Shotgun Connect' distribution method and deep integration with the Encompass LOS, making it a powerhouse for mortgage lenders. Research indicates that while the interface is dated, the ability to sync loan data in real-time and automate compliance checks provides a level of industry-specific utility that generic CRMs cannot match.

Pros

  • Deep bi-directional integration with Encompass LOS
  • Shotgun Connect feature for instant lead response
  • Local presence dialing increases contact rates
  • Automated lead distribution and prioritization logic
  • Specialized workflows for mortgage industry

Cons

  • Customer support responsiveness is frequently criticized
  • User interface is dated and hard to navigate
  • Reporting customization can be rigid
  • Steep learning curve for administrators
  • Contracts can be restrictive and expensive
7
Expert Score
9.2 / 10
565
82
CUSTOMIZABLE WORKFLOWS
EFFICIENCY MAXIMIZER
7
Surefire CRM
9.2

Surefire CRM

Surefire CRM
View Website
Surefire CRM is a dedicated sales automation software specifically for loan officers. With its industry-specific features, it helps mortgage professionals generate new business, retain existing customers, and attract referral business through automated workflows.
Surefire CRM is a dedicated sales automation software specifically for loan officers. With its industry-specific features, it helps mortgage professionals generate new business, retain existing customers, and attract referral business through automated workflows.
CUSTOMIZABLE WORKFLOWS
EFFICIENCY MAXIMIZER

Best for teams that are

  • LOs wanting award-winning creative content and video marketing
  • Lenders focusing on automated client education and retention
  • Users preferring 'set-it-and-forget-it' marketing workflows

Skip if

  • Teams needing robust sales pipeline analytics or dialers
  • Users prioritizing lead distribution speed over content
  • Lenders looking for deep origination process management

Expert Take

Our analysis shows Surefire CRM stands out for its deep specialization in the mortgage sector, particularly its 'set it and forget it' marketing automation backed by a massive library of over 1,000 compliant creative assets. Research indicates its acquisition by ICE Mortgage Technology has solidified its ecosystem strength, offering unrivaled integration with the Encompass LOS. While the interface has some reported friction, the ability to automate complex borrower journeys from lead to post-close makes it a powerhouse for lenders.

Pros

  • Native integration with Encompass LOS
  • Library of 1,000+ mortgage creative assets
  • Built-in Power Calls dialer and video
  • Automated 'set it and forget it' workflows
  • Compliance management for RESPA/TCPA

Cons

  • History of significant data distribution errors
  • Opaque pricing requires sales demo
  • Interface described as clunky by users
  • Reports of billing disputes after cancellation
  • Support response times can be slow
8
Expert Score
9.1 / 10
377
156
COMPLIANCE CHAMPION
RELATIONSHIP BUILDER
8
LoanMore CRM
9.1

LoanMore CRM

LoanMore CRM
View Website
LoanMore CRM is a SaaS solution designed specifically for loan officers and mortgage professionals. It focuses on lead management and customer relationship enhancement, making it an invaluable tool for sales automation in the loan industry. Its industry-specific features ensure that it addresses the unique needs of loan officers.
LoanMore CRM is a SaaS solution designed specifically for loan officers and mortgage professionals. It focuses on lead management and customer relationship enhancement, making it an invaluable tool for sales automation in the loan industry. Its industry-specific features ensure that it addresses the unique needs of loan officers.
COMPLIANCE CHAMPION
RELATIONSHIP BUILDER

Best for teams that are

  • LOs wanting combined lead generation and CRM automation
  • Users looking to automate appointment booking and funnels
  • Professionals wanting to reduce reliance on realtor referrals

Skip if

  • Enterprise lenders needing deep LOS integration
  • Users not interested in purchasing or generating leads
  • Those needing strict enterprise-level compliance controls

Expert Take

LoanMore CRM is a game-changer for loan officers and mortgage professionals. It's not just a generic CRM - it's a tool built with the specific needs of the loan industry in mind. From lead management to customer relationship enhancement, every feature is designed to streamline processes and increase sales efficiency. It's a comprehensive sales automation solution that understands the unique challenges and opportunities in the loan industry.

Pros

  • Tailored for loan officers
  • Lead management features
  • Customer relationship enhancement tools
  • Sales automation
  • Industry-specific features

Cons

  • May require training to fully utilise
  • Limited customization options
9
Expert Score
8.6 / 10
566
101
POST-CLOSE NURTURER
9
Salesforce Mortgage CRM
8.6

Salesforce Mortgage CRM

Salesforce Mortgage CRM
View Website
Designed specifically for lenders, Salesforce Mortgage CRM streamlines the lending process from origination to service. Its AI-powered tools and extensive data analysis capabilities ensure trusted, long-term relationships with customers. It caters to industry-specific needs, enabling loan officers to manage, track and monitor loan portfolios effectively.
Designed specifically for lenders, Salesforce Mortgage CRM streamlines the lending process from origination to service. Its AI-powered tools and extensive data analysis capabilities ensure trusted, long-term relationships with customers. It caters to industry-specific needs, enabling loan officers to manage, track and monitor loan portfolios effectively.
POST-CLOSE NURTURER

Best for teams that are

  • Large enterprises needing infinite scalability and customization
  • Organizations with budget for dedicated admins and developers
  • Lenders requiring deep integration with complex tech stacks

Skip if

  • Small brokerages lacking IT resources or large budgets
  • Users wanting a ready-made solution without configuration
  • Teams needing a simple, out-of-the-box contact manager

Expert Take

Salesforce Mortgage CRM is specifically designed for the lending industry, making it a powerful tool for loan officers. The AI-driven software provides detailed analytics and insights, enabling officers to make informed decisions and build strong relationships with customers. It simplifies the lending process, reduces manual work, and increases efficiency, making it a favorite among industry professionals.

Pros

  • Purpose-built for lenders
  • AI and data-driven
  • Enhanced customer relationship management
  • Streamlines lending process

Cons

  • Requires training to fully utilize
  • May be expensive for small businesses
  • Complexity can be overwhelming

Product Comparison

Product Has Mobile App Has Free Plan Has Free Trial Integrates With Zapier Has Public API Live Chat Support SOC 2 or ISO Certified Popular Integrations Supports SSO Starting Price
1 Total Expert Mortgage Tools
Not specified No Contact for trial Yes Not specified Not specified Not specified Salesforce, HubSpot, Microsoft 365 Not specified Enterprise pricing available
2 Creatio Mortgage CRM
Yes No Contact for trial Yes Yes Yes ISO 27001 Salesforce, Microsoft 365, Google Workspace Yes Enterprise pricing available
3 Shape Mortgage CRM
Not specified No Contact for trial Not specified Not specified Not specified Not specified Salesforce, Microsoft 365, Google Workspace Not specified Enterprise pricing available
4 Homebot Mortgage Automation
Not specified No Contact for trial Not specified Not specified Not specified Not specified Not specified Not specified Contact for pricing
5 Aidium Playbooks for Loan Officers
Not specified No Contact for trial Not specified Not specified Not specified Not specified Salesforce, Microsoft 365, Google Workspace Not specified Custom pricing available
6 Velocify Sales Automation
Not specified No Contact for trial Not specified Not specified Not specified Not specified Salesforce, Microsoft 365, Google Workspace Not specified Enterprise pricing available
7 Surefire CRM
Not specified No Contact for trial Not specified Not specified Not specified Not specified Salesforce, Microsoft 365, Google Workspace Not specified Custom pricing available
8 LoanMore CRM
Not specified No Contact for trial Not specified Not specified Not specified Not specified Salesforce, Microsoft 365, Google Workspace Not specified Enterprise pricing available
9 Salesforce Mortgage CRM
Yes No Contact for trial Yes Yes Yes SOC 2 Slack, Google Workspace, Microsoft 365 Yes Enterprise pricing available
1

Total Expert Mortgage Tools

Has Mobile App
Not specified
Has Free Plan
No
Has Free Trial
Contact for trial
Integrates With Zapier
Yes
Has Public API
Not specified
Live Chat Support
Not specified
SOC 2 or ISO Certified
Not specified
Popular Integrations
Salesforce, HubSpot, Microsoft 365
Supports SSO
Not specified
Starting Price
Enterprise pricing available
2

Creatio Mortgage CRM

Has Mobile App
Yes
Has Free Plan
No
Has Free Trial
Contact for trial
Integrates With Zapier
Yes
Has Public API
Yes
Live Chat Support
Yes
SOC 2 or ISO Certified
ISO 27001
Popular Integrations
Salesforce, Microsoft 365, Google Workspace
Supports SSO
Yes
Starting Price
Enterprise pricing available
3

Shape Mortgage CRM

Has Mobile App
Not specified
Has Free Plan
No
Has Free Trial
Contact for trial
Integrates With Zapier
Not specified
Has Public API
Not specified
Live Chat Support
Not specified
SOC 2 or ISO Certified
Not specified
Popular Integrations
Salesforce, Microsoft 365, Google Workspace
Supports SSO
Not specified
Starting Price
Enterprise pricing available
4

Homebot Mortgage Automation

Has Mobile App
Not specified
Has Free Plan
No
Has Free Trial
Contact for trial
Integrates With Zapier
Not specified
Has Public API
Not specified
Live Chat Support
Not specified
SOC 2 or ISO Certified
Not specified
Popular Integrations
Not specified
Supports SSO
Not specified
Starting Price
Contact for pricing
5

Aidium Playbooks for Loan Officers

Has Mobile App
Not specified
Has Free Plan
No
Has Free Trial
Contact for trial
Integrates With Zapier
Not specified
Has Public API
Not specified
Live Chat Support
Not specified
SOC 2 or ISO Certified
Not specified
Popular Integrations
Salesforce, Microsoft 365, Google Workspace
Supports SSO
Not specified
Starting Price
Custom pricing available
6

Velocify Sales Automation

Has Mobile App
Not specified
Has Free Plan
No
Has Free Trial
Contact for trial
Integrates With Zapier
Not specified
Has Public API
Not specified
Live Chat Support
Not specified
SOC 2 or ISO Certified
Not specified
Popular Integrations
Salesforce, Microsoft 365, Google Workspace
Supports SSO
Not specified
Starting Price
Enterprise pricing available
7

Surefire CRM

Has Mobile App
Not specified
Has Free Plan
No
Has Free Trial
Contact for trial
Integrates With Zapier
Not specified
Has Public API
Not specified
Live Chat Support
Not specified
SOC 2 or ISO Certified
Not specified
Popular Integrations
Salesforce, Microsoft 365, Google Workspace
Supports SSO
Not specified
Starting Price
Custom pricing available
8

LoanMore CRM

Has Mobile App
Not specified
Has Free Plan
No
Has Free Trial
Contact for trial
Integrates With Zapier
Not specified
Has Public API
Not specified
Live Chat Support
Not specified
SOC 2 or ISO Certified
Not specified
Popular Integrations
Salesforce, Microsoft 365, Google Workspace
Supports SSO
Not specified
Starting Price
Enterprise pricing available
9

Salesforce Mortgage CRM

Has Mobile App
Yes
Has Free Plan
No
Has Free Trial
Contact for trial
Integrates With Zapier
Yes
Has Public API
Yes
Live Chat Support
Yes
SOC 2 or ISO Certified
SOC 2
Popular Integrations
Slack, Google Workspace, Microsoft 365
Supports SSO
Yes
Starting Price
Enterprise pricing available

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How We Rank Products

How We Evaluate Products

Our Evaluation Process

The "How We Choose" section for sales automation software for loan officers outlines a comprehensive methodology grounded in objective analysis. Key factors considered include product specifications, essential features tailored for loan officers, customer reviews, ratings, and overall value. Special attention was given to the specific needs of loan officers, such as ease of use, integration capabilities, and support services, which significantly influenced the selection process. Rankings were determined by analyzing a combination of product specifications, customer feedback, and comparative research on price-to-value ratios, ensuring a well-rounded evaluation of each software solution.

Overall scores reflect relative ranking within this category, accounting for which limitations materially affect real-world use cases. Small differences in category scores can result in larger ranking separation when those differences affect the most common or highest-impact workflows.

Verification

  • Products evaluated through comprehensive research and analysis of sales automation features tailored for loan officers.
  • Rankings based on thorough analysis of user reviews and expert ratings specific to sales automation software.
  • Selection criteria focus on key functionalities that enhance loan officer productivity and streamline the sales process.

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Score Breakdown

0.0 / 10

What This Award Means