Features · CRM
Loan officer CRM follow-up, included with your site.
Every lead from your site, funnels and AI Engine lands in one pipeline with an instant alert to you and a consented, automatic first reply — so nobody waits while you're with another client.
A pipeline you can read at a glance Sample data
New lead 2
- Sample: J. Rivera · FHA calculator
- Sample: M. Chen · Refi check
In conversation 1
- Sample: A. Brooks · VA funnel
Application 1
- Sample: D. Patel · Purchase
Closed / nurture 1
- Sample: K. Owens · Review asked
Try moving a card. Names are fictional.
Follow-up sequence
What happens after a lead comes in?
An instant, consented reply; an alert to you; then a short, human-sounding sequence that stops the moment they respond.
Minute 0
Instant reply
An automatic text and email confirm the request and offer your booking link (only with consent).
Minute 1
You get an alert
Push, email or text alert with the lead's answers, so you can call while they're still on your site.
Day 1
Personal follow-up
A short note from you (written by us, approved by you) with one helpful resource.
Day 3
Second touch
A check-in text; stops automatically the moment they reply or book.
Day 7–30
Gentle nurture
Educational emails on their goal — first-time buying, refinance timing — with unsubscribe in every message.
FAQ
CRM questions
What CRM is included with the website?
A mortgage-ready CRM included with your plan under our service: a pipeline, contacts, tasks, email and text sequences, booking and alerts. Every form, application, funnel and AI conversation lands there.
Do I need a separate mortgage CRM?
Not to start. Many established teams use enterprise CRMs; new LOs usually need a simple pipeline and reliable follow-up first. If your company requires its own CRM, we can route leads there instead.
How fast should a loan officer follow up on a lead?
As fast as you reasonably can — a lead that waits until tomorrow often talks to someone else first. The CRM sends an instant (consented) reply and alerts you immediately so the human follow-up can happen quickly.
Can I see the CRM on my phone?
Yes, there is a mobile app and mobile web access, with notifications.
Is automated texting allowed?
With the right prior consent and a registered sender (A2P 10DLC), yes. Our forms collect clear consent; every message honors STOP. This isn't legal advice — your compliance team sets the rules.
Do sequences stop when someone replies?
Yes. Any reply, booking or opt-out stops the automated sequence for that person.
Who writes the follow-up messages?
We write them in your voice and your compliance team approves them. No rate quotes, no "you're approved" language.
Which plans include the CRM?
Moving Day and Own Shop include it. On First Desk it is $49/mo.
Can a team share one CRM?
Yes — Own Shop includes lead routing and per-LO permissions.
Launch day in 5 business days
Every lead answered, every time.
The CRM comes with Moving Day and Own Shop, or as an add-on.
No payment on the form · Monthly plans cancel any time · Reply within 4 business hours