What is a mortgage CRM pipeline?

A mortgage CRM pipeline is the set of stages a borrower moves through in your CRM, from first inquiry to closed loan and on to past client. Each stage has its own tasks and automations, so the right follow-up happens at the right time without an LO having to remember it.

What stages come with the included CRM?

Six: Lead, Pre-qual, Application, Processing, Closed and Past client. You can rename stages and add sub-statuses (for example "Waiting on documents"), but we recommend keeping the six top-level stages so roll-up reporting compares like with like across branches.

Is this a full replacement for a mortgage CRM like BNTouch or Jungo?

For marketing, follow-up and the borrower relationship, yes: contacts, pipeline, routing, texting, email, automations, reviews and reporting are all included. It is not a loan origination system. See our fair BNTouch comparison and Jungo comparison.

How are leads assigned?

By rules you choose per lead source: round-robin, zip code or state (with license checks), loan program, or owner-keeps-it for leads from an LO’s personal page. Managers can reassign at any time, and every change is logged.

Can a branch manager see every LO’s pipeline?

Yes. Branch managers see their branch; company admins see everything; LOs see their own pipeline. Roles are configurable on the Company Suite. See roles and permissions.

What happens to an LO’s contacts if they leave?

Contacts belong to the company account, not to the individual LO login. When an LO leaves, an admin reassigns their pipeline in bulk, and their page redirects to the branch. What an LO may take with them is a matter for your employment agreement, not the software.

Can we import our existing contacts?

Yes. During onboarding we import contacts, tags, stages and notes from a CSV export of your current CRM, map fields with you first, and run a test import before the real one.

Does the CRM include texting and email?

Yes. Two-way SMS and email are built in, with consent tracking. Business texting requires A2P 10DLC registration with US carriers, which we handle as part of onboarding; carrier fees are passed through at cost.

Is there a mobile app?

The CRM works in any mobile browser and can be installed to the home screen. LOs can call, text, update stages and see tasks from their phone.

Does the CRM sync with our LOS?

The suite works alongside your LOS through exports, imports and webhooks your team maps. We do not claim a built-in integration with any specific LOS. Details on works alongside your LOS.

Suite 103 · CRM & pipeline

A mortgage CRM pipeline, already built

The CRM included with your suite ships with a mortgage pipeline, not a generic sales funnel: six stages from lead to past client, routing that respects licensing, and follow-up attached to every stage.

Book a walkthrough How routing works

Lead3

FHA · Facebook

Refi · Website

VA · Referral

Pre-qual2

Jumbo · Realtor

Conv · Chat

Application2

USDA · Funnel

FHA · Call

Processing1

DSCR · Investor

Closed1

Conv · Website

Past client1

Refi watch

Sample pipeline · cards are illustrative

Stage by stage

What happens at each stage

Answer first: every stage has an entry rule, an owner and automations that start when a contact arrives. That’s what turns a contact list into a pipeline.

Tolly sorting colourful lead cards into six pipeline columns on a glass board

Mortgage pipeline stages
Stage	Enters when	Owner	Automations that start
Lead	A form, funnel, call, chat or DM creates a contact	Assigned LO	Speed-to-lead text + call task, source saved
Pre-qual	First real conversation logged	LO	Document checklist, follow-up reminders
Application	Borrower starts an application	LO + processor	Marketing nurture paused, LOS handoff
Processing	Loan is in processing in your LOS	Processor	Approved milestone messages, partner updates
Closed	Loan funded	LO	Thank-you, review request, anniversary saved
Past client	30 days after closing	LO	Birthday, home anniversary, rate-watch

Lead routing

Every lead to the right loan officer

Choose a routing rule per lead source. Licensing is checked before a lead is assigned.

Round-robin

New leads rotate through the LOs who are on shift. Managers set the rotation, pause an LO who is on vacation, and weight it toward newer LOs who need volume.

Best for: Branches with shared lead sources, like the branch website or a company ad.

One contact, one timeline

Everything about a borrower, in one place

Calls, texts, emails, funnel answers, AI conversation summaries, stage changes and notes in one timeline the LO and manager both see.

Lead created from FHA funnel (utm: facebook / fha-spring)9:02 AM
Speed-to-lead text sent after consent9:02 AM
Call task completed by Maya: 6 min9:09 AM
AI chat summary: asked about down payment help, booked Thursday 2 PM7:41 PM
Stage: Lead → Pre-qualThu 2:31 PM
Sample timeline · illustrative

Ask the front desk

Questions about the CRM

YouWhat is a mortgage CRM pipeline?

Funnel Suite team
A mortgage CRM pipeline is the set of stages a borrower moves through in your CRM, from first inquiry to closed loan and on to past client. Each stage has its own tasks and automations, so the right follow-up happens at the right time without an LO having to remember it.
YouWhat stages come with the included CRM?

Funnel Suite team
Six: Lead, Pre-qual, Application, Processing, Closed and Past client. You can rename stages and add sub-statuses (for example "Waiting on documents"), but we recommend keeping the six top-level stages so roll-up reporting compares like with like across branches.
YouIs this a full replacement for a mortgage CRM like BNTouch or Jungo?

Funnel Suite team
For marketing, follow-up and the borrower relationship, yes: contacts, pipeline, routing, texting, email, automations, reviews and reporting are all included. It is not a loan origination system. See our fair BNTouch comparison and Jungo comparison.
YouHow are leads assigned?

Funnel Suite team
By rules you choose per lead source: round-robin, zip code or state (with license checks), loan program, or owner-keeps-it for leads from an LO’s personal page. Managers can reassign at any time, and every change is logged.
YouCan a branch manager see every LO’s pipeline?

Funnel Suite team
Yes. Branch managers see their branch; company admins see everything; LOs see their own pipeline. Roles are configurable on the Company Suite. See roles and permissions.
YouWhat happens to an LO’s contacts if they leave?

Funnel Suite team
Contacts belong to the company account, not to the individual LO login. When an LO leaves, an admin reassigns their pipeline in bulk, and their page redirects to the branch. What an LO may take with them is a matter for your employment agreement, not the software.
YouCan we import our existing contacts?

Funnel Suite team
Yes. During onboarding we import contacts, tags, stages and notes from a CSV export of your current CRM, map fields with you first, and run a test import before the real one.
YouDoes the CRM include texting and email?

Funnel Suite team
Yes. Two-way SMS and email are built in, with consent tracking. Business texting requires A2P 10DLC registration with US carriers, which we handle as part of onboarding; carrier fees are passed through at cost.
YouIs there a mobile app?

Funnel Suite team
The CRM works in any mobile browser and can be installed to the home screen. LOs can call, text, update stages and see tasks from their phone.
YouDoes the CRM sync with our LOS?

Funnel Suite team
The suite works alongside your LOS through exports, imports and webhooks your team maps. We do not claim a built-in integration with any specific LOS. Details on works alongside your LOS.

See your pipeline before you switch

We’ll load a sample of your contacts into a demo pipeline on the call so you can see your own leads in the six stages.

Book a walkthrough

Free 30-minute walkthrough · no obligation · reply within 1 business day