Mortgage Lead Management Built For The Pipeline
Capture leads from your website, paid ads, and partner referrals. Route, nurture, and convert them with mortgage-specific drip campaigns, automated SMS, and a CRM that lives where loan officers actually work.
Mortgage lenders running their pipeline on BNTouch
Leads come in faster than your follow-up. Here’s where most fall off.
A generic CRM was built for retail or B2B sales cycles measured in weeks. Mortgage is measured in hours. The borrower who fills out a form on Tuesday is taking another call by Wednesday morning, and the loan officer who didn’t reach out in those first 8 hours is already losing the deal to a competitor who did. BNTouch was built around that math.
- Web and paid-ad leads land in the pipeline within seconds, with the right tags, sources, and partner attribution already attached.
- Automated outreach fires the moment the lead is created — email, SMS, and voicemail drop, all from the same number.
- Stale preapprovals get caught automatically. Borrowers who didn’t fund get pulled into a re-engagement group at 120 days without you doing anything.
- Pipeline stage changes trigger sequences — when a borrower moves from Application to Underwriting, the right partner update goes out.
- Realtors and partner referrals route into their own workflow, with co-branded touches that keep them happy without manual follow-up.
The six things loan officers actually need from a mortgage CRM
No generic “marketing automation” wrapper around a sales CRM. Every feature below is mortgage-first, designed around how loan officers, processors, and mortgage brokerages actually work.
Web + paid-ad lead capture
Native form-fill from your website, landing pages, and partner sites. Facebook ad leads sync directly into your CRM, ready for the drip campaign to fire. No Zapier, no glue tools, no missing data.
Multi-channel drip campaigns
Pre-built mortgage campaigns ship with every BNTouch account. New-lead sequences, post-close drips, anniversary touches, partner co-branded campaigns. Customize the parts that need your voice, set the trigger, done.
Email + SMS + Postcard in one step
One campaign step can send an email, an SMS message, and a physical postcard, all timed off the same trigger. SMS at 3¢ per send, postcards at 65¢ regular or 99¢ jumbo, no integration setup required.
Pipeline stage automation
When a borrower moves from Lead to Application to Underwriting to Closed, the system fires the right campaign for each stage. Realtors get partner updates, processors get task reminders, borrowers get milestone notifications.
Stale-lead recovery
Preapprovals over 120 days, demo no-shows, partial 1003 applications — every fall-off pattern gets caught automatically and dropped into a re-engagement group. You don’t need to remember; the system does.
Realtor + partner portal
Your referral partners get their own portal to submit leads, track loan status, and send co-branded campaigns to their database. Their text messages asking “where are we on the loan” stop, because they can see it themselves.
Typically, building out a CRM with the level of detail that I want is an enormous and wildly frustrating endeavor. I am thrilled to say BNTouch has proven me wrong. The team has made this process not only bearable but fun. I am already bragging about you guys to my peers.
MAIA drafts your follow-ups from real borrower data
Tell MAIA “draft a refinance email to my last 25 funded FHA borrowers” and she writes it from your actual CRM data, in your email editor. ChatGPT and DALL-E are integrated for body copy and images. You review, edit, send. No tab-switching, no copy-paste from another platform.
- Search records, list closings, pull birthday and anniversary lists — by voice or text command
- Create tasks and reminders directly: “call Mark Tuesday at 2pm” → MAIA confirms, books it
- NextStep AI (beta) looks at a borrower record and recommends the next move
- Included in every plan — no separate AI tier, no per-seat AI upcharge
Three lead-generation tools that turn your funded book into a pipeline
A generic CRM can store contacts. BNTouch watches what’s happening to those contacts in the real world and tells you when there’s an opportunity to act.
Credit Pull Alerts
The moment one of your funded clients gets their credit checked by another lender, BNTouch fires a real-time alert. You either save the deal that hour or you don’t, but at least you know it’s happening. Replacement for the trigger-lead channel killed by HBPPA in March.
Refinance Monitor
Compares current market rates against every funded loan in your CRM. When the differential meets your threshold (60-day pre-expiry, 6-month, custom), the system flags the borrower and queues a refinance outreach. Stop refreshing rate sheets manually.
Equity Alerts
Monitors public-records data for past borrowers crossing equity thresholds — LTV under 80, MI-removal eligible, low-balance + high-equity. Custom rule conditions let you align alerts to specific loan products. Real refinance opportunities surfaced before the borrower asks.
Honest about the line. Credit Pull Alerts, Refinance Monitor, and Equity Alerts are rule-based data monitoring, not AI. They’re smart automation that runs in the background. MAIA is the AI layer that acts on the signals when they fire. We’re transparent about the difference because vendors who blur the line cost mortgage operators real money.
Watch BNTouch’s mortgage workflow + automation walkthrough
A real walkthrough of how loan officers run their pipeline on BNTouch: groups, campaign triggers, partner co-branding, stale-lead recovery. Built around mortgage stages, not generic sales pipeline.
Mortgage lead management: BNTouch vs alternatives
A practical comparison of what mortgage lead management actually requires, and which platforms ship those features out of the box.
| Capability | BNTouch | Generic CRM (HubSpot, Salesforce, etc.) |
Surefire / Total Expert |
|---|---|---|---|
| Mortgage-built since | 2003 ✓ | Retrofitted | Yes |
| Starting price | $165/mo (solo LO) | $15-$165/seat varies | Sales-quoted |
| SMS at $0.03 per send | Native ✓ | Add-on / Twilio | Native |
| Pre-built mortgage campaigns | Included library | Build your own | Limited library |
| Credit Pull Alerts | Native module ✓ | Not available | Not available |
| Refinance Monitor | Native ✓ | Not available | Limited |
| Equity Alerts | Custom rules ✓ | Not available | Not available |
| Partner portal + co-branded 1003 | Included ✓ | Custom build | Yes |
| AI assistant (built into CRM) | MAIA included ✓ | ChatGPT bolt-on | AI Sales Assistant (sep tier) |
| White glove migration | 7-14 days, included | Consultant time | Sales process |
| HBPPA-compliant texting | Built in ✓ | Varies by plan | Yes |
Mortgage lead management questions, answered
What’s the difference between mortgage lead management and a regular CRM?
A regular CRM stores contacts and tracks deals. Mortgage lead management adds the workflows that mortgage actually runs on: pre-built drip campaigns timed for mortgage stages, native SMS at mortgage-appropriate cadence, partner-portal lead capture from realtor referrals, and signal-based alerts (Credit Pull, Refi Monitor, Equity Alerts) that turn your funded book into ongoing pipeline. BNTouch ships all of that out of the box; a generic CRM requires you to build it.
How fast does speed-to-lead actually need to be?
Industry benchmarks consistently show that response within 5 minutes converts dramatically better than response within an hour, and conversion drops off sharply after the first 24 hours. BNTouch’s automation fires within seconds of a lead landing in the system — SMS, email, and voicemail-drop all triggered from the same campaign step. The loan officer’s job is the human follow-up call; the automation handles the “you’re not forgotten” touches.
Can BNTouch handle leads from multiple sources at once?
Yes. Web forms, paid Google and Meta ads, partner-portal submissions, manual entry, and bulk imports all route into the same pipeline with source attribution preserved. You can build separate campaigns per source (a Facebook lead gets a different welcome than a Realtor referral) or one master campaign that branches by source tag.
Does BNTouch replace my LOS?
No. BNTouch sits on top of your loan origination system. We integrate natively with major LOS platforms so milestone updates from the LOS automatically trigger BNTouch campaign steps. When a borrower moves from “Application Received” to “Underwriting” in the LOS, BNTouch fires the right update to the borrower, the realtor, and the loan officer’s task queue.
How long does migration take?
White glove migration runs 7 to 14 business days for a typical brokerage. A real BNTouch team member handles the data export from your current CRM (Surefire, Aidium, Lendware, Total Expert, others), imports the full history with custom fields intact, re-establishes LOS integration, and migrates campaign steps. The migration is included in your subscription — no setup fee, no separate professional services line.
What’s actually included in the $165/month plan?
The full BNTouch CRM, MAIA AI assistant, multi-channel drip campaigns (Email + SMS + Postcard + Push), Credit Pull Alerts, Refinance Monitor, Equity Alerts, partner portal, co-branded 1003 application form, Mortgage Circles borrower app, mobile app for loan officers, and white glove migration. Postcards are charged per send ($0.65 regular, $0.99 jumbo). SMS at $0.03 per segment. Email scrubbing at $0.01 per record.
See your mortgage pipeline running on BNTouch
A real live demo, not a recorded marketing video. 15 minutes, your questions, your workflow. We’ll walk through how BNTouch handles your specific lead sources, drip campaigns, and reporting.
Book Your Free Live DemoNo setup fee · 7-14 day white glove migration · 4.5★ from 700+ reviews
