Most mortgage CRMs are built for the enterprise. They charge per seat, lock you into annual contracts, and give you a fraction of the marketing tools you actually need. HighLevel flips that model on its head. For a flat monthly fee, you get a CRM, funnel builder, email and SMS automation, website builder, reputation management, and more. All in one platform.
This guide covers everything you need to know about using HighLevel as a mortgage professional. Whether you're a solo loan officer looking to automate your follow-up or a branch manager building systems for a team, this is your starting point.
The mortgage industry has a follow-up problem. You get a lead, you call them once or twice, and then they disappear into a spreadsheet. Six months later, they close with someone else because that LO had an automated nurture sequence running the entire time.
HighLevel solves this by combining your CRM, your marketing automation, and your communication tools into a single platform. No more duct-taping Mailchimp to your LOS to a separate texting platform to a landing page builder. It all lives in one place.
Here's what makes it particularly powerful for mortgage:
HighLevel has a massive feature set. Not all of it is equally relevant to mortgage professionals. Here's what matters most, ranked by impact.
If you only set up three things in HighLevel, make them: (1) a speed-to-lead workflow, (2) a long-term nurture sequence, and (3) pipeline stages that match your loan process. Everything else is gravy.
Let's be direct about how HighLevel stacks up against the tools most loan officers are currently using.
| Feature | HighLevel | Surefire CRM | BNTouch | Jungo (Salesforce) |
|---|---|---|---|---|
| Monthly Cost | $97-$297 | $150-$300+ | $148+ | $200+ |
| Built-in Funnel Builder | Yes | No | Limited | No |
| SMS Automation | Full two-way | Limited | Yes | Add-on |
| Email Campaigns | Unlimited | Yes | Yes | Yes |
| Website Builder | Yes | No | No | No |
| Review Automation | Yes | No | No | No |
| LOS Integration | Via Zapier/API | Native | Native | Native |
| Learning Curve | Moderate | Low | Low | High |
The elephant in the room: HighLevel doesn't have native LOS integrations. You won't get a direct Encompass or Byte plug-in out of the box. You'll need Zapier, a custom API connection, or a tool like Broker Toolkit to bridge that gap. For some LOs, that's a dealbreaker. For others, the marketing firepower more than makes up for it.
HighLevel offers three core plans. Here's what makes sense for mortgage professionals.
One sub-account. Great for solo loan officers. You get the full feature set: CRM, workflows, funnels, websites, calendars, email, SMS. The only limit is you can't white-label or resell.
Unlimited sub-accounts. This is the play for branch managers, team leads, or anyone running a mortgage marketing agency. Create separate accounts for each LO on your team, each with their own pipeline, branding, and automations.
White-label plus SaaS features. Overkill for most mortgage professionals unless you're building a tech company on top of HighLevel.
Solo LOs: start with Starter ($97/mo). Teams of 3+: the Unlimited plan pays for itself immediately. Pair either with an HL4 Pro membership ($97/mo) to get mortgage-specific snapshots, workflows, and templates pre-built so you're not starting from scratch.
Think of these as separate businesses within your HighLevel account. Each sub-account has its own contacts, pipelines, workflows, and settings. If you're a solo LO, you'll have one. If you manage a team, each LO gets their own.
Workflows are the automation engine. They replace the old "Campaigns" and "Triggers" system. A workflow starts with a trigger (new lead, tag added, pipeline stage change) and executes a series of actions (send SMS, wait 2 days, send email, add tag). Mastering workflows is the single highest-ROI skill in HighLevel.
Pipelines are your visual deal tracker. Each "opportunity" represents a potential loan. You define stages that match your process. When a lead moves from "Pre-Qual" to "App Submitted," you can trigger automations, update team members, and track conversion rates.
Custom fields store data on each contact (loan amount, property type, credit score range). Custom values are account-wide variables (your NMLS number, company name, phone). Use both to personalize every automated message.
A snapshot is a full account backup: workflows, pipelines, funnels, email templates, everything. You can import a snapshot to get a fully configured mortgage sub-account in minutes instead of building from scratch. This is exactly what the HL4MP Snapshot Library provides.
Here's the fastest path to getting real value from HighLevel as a mortgage professional.
Day 1-2: Foundation. Set up your sub-account. Configure your business info, connect your phone number (LC Phone or Twilio), set up your custom domain for emails, and connect your Google Business Profile.
Day 3-4: Pipeline. Build your mortgage pipeline with stages that match your process. Import your existing contacts (CSV upload works fine). Tag them appropriately: past client, active lead, realtor partner, etc.
Day 5-6: First Workflow. Build a speed-to-lead workflow. When a new contact enters with a specific tag or from a specific source, immediately send a personalized text, followed by an email, followed by an internal notification to you. This single workflow will change your business.
Day 7: Expand. Set up your long-term nurture. Build a simple drip sequence that sends value-driven content every 2-4 weeks to leads who aren't ready yet. Rate updates, market insights, homebuyer tips. Stay top of mind without lifting a finger.
Build a workflow that tags past clients by their estimated rate. When rates drop, trigger a personalized outreach: "Hey {first_name}, rates just hit {current_rate}. Based on your loan, you could save roughly ${estimated_savings}/month. Worth a quick conversation?" This is one of the highest-converting campaigns in mortgage, and HighLevel makes it fully automatable.
Most LOs forget to market to their referral partners. Build a separate pipeline and nurture sequence for realtors. Share co-branded content, market updates, and closing stats. A realtor who hears from you consistently will refer to you consistently.
30 days after closing, trigger a review request sequence. Text first, email second. Include a direct link to your Google Business Profile. LOs who automate this consistently build 50-100+ reviews within their first year. That's a massive competitive advantage in local search.
Got a list of 500 old leads collecting dust? Import them, tag them "reactivation," and run a conversational SMS campaign: "Hey {first_name}, this is {your_name} with {company}. Are you still looking into mortgage options?" Simple, direct, and it works. Expect 15-25% response rates and a handful of real opportunities from every batch.
HighLevel is the platform. HighLevel for Mortgage Pros is the shortcut. We provide mortgage-specific snapshots, pre-built workflows, funnel templates, and a community of LOs who are actively building in HighLevel every day.
Free members get access to the Getting Started course, weekly breakdowns, and community discussions. HL4 Pro members ($97/mo) unlock the full Snapshot Library, advanced automation courses, and Broker Toolkit integration for connecting HighLevel to your LOS.
The goal is simple: cut your setup time from weeks to days and make sure you're building systems that actually work in mortgage, not generic marketing templates that miss the nuances of our industry.
Join 600+ mortgage pros in the HighLevel for Mortgage Pros community. Free members get access to weekly breakdowns, the Getting Started course, and a network of LOs who actually use this stuff. Go Pro for $97/mo to unlock the full Snapshot Library, advanced courses, and Broker Toolkit.
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