One pipeline for leads, files and lenders
with a funded-loan picture the owner can trust
Many brokerages run on a CRM that loan officers update inconsistently, so the owner only learns a file fell through when a loan officer happens to mention it. We build the lead routing, the lender-submission tracker and the dashboards that make the pipeline visible without relying on anyone's memory.
Why mortgage brokers lose money today
A brokerage with several loan officers usually has a CRM, but the data inside it is only as good as what a loan officer chooses to type. Leads from ads, the site and referrals arrive in different formats, loan officers free-type notes instead of filling structured fields, and a borrower who inquired twice under slightly different details becomes two records or none. The owner’s view of the pipeline depends entirely on someone remembering to update it.
The second problem is lender submission tracking. A file submitted to a lender and then rejected or stalled often gets resubmitted elsewhere without the previous attempt being logged anywhere a manager can see, which means nobody has a clear view of which lenders actually approve fastest for which loan types, information that would directly improve where new files get sent first.
The third is trust in the funded-loan numbers. When the owner’s only view of closings is what loan officers report in a weekly meeting, a file can stall or fall through without anyone outside that loan officer’s own notes knowing, and the gap between what the CRM says and what actually funded grows until someone finally checks against commission records.
A fourth problem shows up at expansion time. A brokerage adding a new loan officer or a new market usually repeats every mistake of the first setup, because the routing rules and the lender-performance data lived in one person’s head rather than in a documented system a new hire can simply inherit.
What we build for mortgage brokers
We connect your lead sources, ads, the site, referrals, into one CRM record per lead with source attached from the first message, so the pipeline starts clean instead of needing cleanup later. Leads get routed between loan officers by round-robin or by a rule you choose, loan type, workload, specialty, written into the CRM automatically rather than decided informally.
A lender submission tracker logs which file went to which lender and the current status, so time-to-approval by lender becomes visible data instead of a loan officer’s general impression, and files can get routed to the lender with the best actual track record for that loan type going forward. Dashboards sit on top: pipeline-to-funded conversion by loan officer and loan type, time-to-fund, and a daily digest of priorities so the morning starts with what actually needs attention.
Typical integrations: your loan-origination system, amoCRM, HubSpot or KeyCRM for lead and referral tracking, Google Sheets for brokerages not yet on a full CRM, and a reconciliation pass against your commission records so the funded-loan numbers in the dashboard match what actually paid out.
For brokerages running more than one office or market, the same structure extends to a second location without starting over: routing rules, lender-performance data and dashboard definitions are documented once and reused.
For brokerages paying loan officers on commission, the same pipeline data settles a question that otherwise depends on someone’s memory at payout time: which officer actually sourced and closed which file, with a timestamped record rather than a reconstruction assembled from recollection once commissions are due, which tends to be exactly when disagreements about credit are most likely to surface.
What stays with humans
The dashboards surface pipeline health and lender performance; they do not decide which lender to submit a specific file to, how to handle a stalled application, or how to coach an underperforming loan officer. Those remain judgment calls for your team, made with real data behind them instead of a weekly meeting’s worth of recollection.
Price and timeline
| Model | Price | What it covers | Timeline |
|---|---|---|---|
| Agency runs it | from $2,500 | We build and maintain the pipeline and dashboards; adjustments included for the first month | 3 to 6 weeks |
| Full control, handover-ready | from $4,250 | Same build, plus full database access, documentation and a written handover for your own team | 4 to 7 weeks |
Related
Pair this with an AI agent for mortgage brokers so the leads this CRM tracks get document collection started the same way from the first message, or a website for mortgage brokers to feed the pipeline directly from pre-qualified traffic. The voicemail to CRM task automation covers phone-based lead capture alongside this setup. See the full package breakdown on the analytics service page, read about reconciling CRM data against real outcomes in the real estate CRM case study, or get a written plan with a fixed price for your brokerage.
FAQ
What does a CRM setup for a mortgage brokerage cost?
Our Warehouse plus dashboards package starts at $2,500: lead intake, routing, lender submission tracking and dashboards, live in 3 to 6 weeks. A lighter tracking audit alone starts at $800 if you only need to find out what is currently broken first.
How long until it is live?
Three to six weeks for the full CRM setup, routing and dashboards. A one-week audit can tell you the fix list first if you are not sure what is wrong yet.
Which CRMs or loan-origination systems do you work with?
We integrate with most loan-origination systems that expose an API or a reliable export, plus amoCRM, HubSpot or a Google Sheets pipeline for lead and referral tracking. We tell you upfront if your current system cannot support what you need.
Can it show which lender actually approves fastest for a given loan type?
Yes. The lender submission tracker joins file timestamps to the lender and loan type, so time-to-approval by lender is visible rather than a general impression of who seems faster.
Do you handle data privacy for borrower financial information?
Yes. Access is role-based, data stays in your CRM and warehouse under your account, and we do not export borrower financial data anywhere outside the systems you approve.