Speed-to-lead on every inquiry
Website forms, rate-quote requests, ad leads, and missed calls get an instant text and email response, qualifying questions, and routing to the right loan officer — before the borrower dials the next lender.
Mortgage CRM
The mortgage CRM that never lets a borrower go cold.
Rate shoppers commit to whoever answers first. MapleConnect replies to every inquiry in seconds, nurtures borrowers from pre-qual to funded, and keeps your referral partners warm — CRM, AI voice, SMS, email, and booking in one system.
- No credit card to start
- Free plan available
- Free guided migration
One system works your whole front office: the CRM holds every borrower and partner, AI voice answers the line, SMS and email run the follow-up, and booking fills your calendar.
- CRM & pipelines
- AI voice agents
- SMS & email
- Online booking
- Automations
What a mortgage CRM actually has to do.
A mortgage CRM is software that organizes borrowers, referral partners, and loan files into pipelines, then automates the follow-up between stages so nobody drifts to another lender while they wait. The mechanics matter more in lending than almost anywhere else: borrowers are rate-sensitive, timelines stretch across weeks, and the same person needs different messages at pre-qual, application, and clear-to-close.
MapleConnect is an AI-native mortgage CRM. When an inquiry arrives from your website, a rate-quote form, or a missed call, it responds by text and email in seconds, qualifies the basics, and books a consult on your calendar. Between milestones it keeps borrowers informed automatically, and it runs the same discipline on your real estate agents and past clients — the two channels most loan officers know they should work and rarely have time to.
It stays in its lane. MapleConnect handles capture, response, nurture, scheduling, and record-keeping of every touch. Licensing, credit decisions, disclosures, rate locks, and underwriting stay with you and your LOS — the CRM makes sure every opportunity reaches that machinery before a competitor gets there.
The problem
Where a loan pipeline quietly leaks.
None of these are dramatic failures. They are small delays and skipped touches — and in a rate-sensitive market each one costs a file.
The first hour decides the borrower
A rate inquiry answered the next morning is usually already talking to another lender. Most loan officers lose deals not on pricing but on response time they physically cannot control while originating.
Long timelines, silent gaps
Between application and clear-to-close, weeks pass. Borrowers who hear nothing get nervous, call the listing agent, or wander back to their bank. Manual check-ins are the first thing dropped in a busy week.
Referral partners cool off
Agents send business to the loan officer they heard from most recently. Partner coffee dates and update calls live in good intentions, not in a system, so the referral tap opens and closes at random.
Past clients refinance elsewhere
The borrower you closed three years ago is refinancing or moving right now. Without a structured stay-in-touch cadence, the lender who funded their loan is rarely the one they call back.
A working day
One day on your pipeline, running itself.
A representative working day with MapleConnect on the loan desk. AI moments happen without you; your moments are the ones only a loan officer can do.
- 7:02 AMAI does this
Overnight leads answered before coffee
Two rate-quote forms and a missed call from last evening already have a text and email reply, and both form leads were asked the qualifying basics: purchase or refi, timeline, and price range.
- 8:30 AMAI does this
Consults appear on the calendar
One borrower picked a Thursday slot from the booking link. Confirmation and reminder texts are already scheduled; the file sits in the Pre-qual stage with the intake answers attached.
- 10:15 AMYou do this
You take the consult that matters
You spend the morning on structure, pricing, and the conversation that wins the deal — with the full inquiry history on one timeline instead of three inboxes.
- 1:40 PMAI does this
In-process borrowers hear from you
Milestone updates go to every file that moved stages: appraisal ordered, conditions cleared. Nobody calls your cell asking whether anything is happening.
- 4:00 PMAI does this
Partners get their update
The listing agents on your active files receive a status note automatically, and two agents you have not spoken to in a month land on your call list for tomorrow.
- 6:30 PMAI does this
The line still answers
An after-hours caller reaches the AI voice agent, leaves a purchase inquiry with contact details and timeline, and gets booked for the morning. It is on your pipeline before you open the office.
What you get
Built for the way loans actually move.
Six capabilities, each mapped to a job on the loan desk — not a generic feature list with the word mortgage sprinkled in.
AI voice answering for the loan line
An AI voice agent answers 24/7, captures purchase or refi intent, timeline, and callback details, books consults, and logs the call to the borrower record. Rate and program questions route to you.
Pipelines from pre-qual to funded
Visual stages for inquiries, pre-quals, applications, and clear-to-close — with every call, text, and email on the contact timeline so anyone on the team can pick up a file cold.
Stage-based borrower nurture
Automated SMS and email sequences keyed to where the borrower sits: fast cadence for new inquiries, patient education for early shoppers, milestone updates for files in process.
Referral partner pipelines
Real estate agents, builders, and financial planners get their own pipeline, automated status updates on shared files, and stay-in-touch cadences — so the referral tap stays open.
Past-client and refi reactivation
Anniversary touches, check-in campaigns, and reactivation sequences to your funded book, so the next purchase or refinance conversation starts with you.
Hear it work
An after-hours call, handled.
A representative evening call answered by the AI voice agent (illustrative, not a recording). Rates, programs, and approvals always route to a licensed loan officer.
AI agent
Thanks for calling Cedar Lending, this is the virtual assistant. How can I help you this evening?
Caller
Hi - we just had an offer accepted on a house and we need to sort out our financing pretty quickly.
AI agent
Congratulations on the accepted offer. I can get you set up with a loan officer right away. Can I get your first and last name?
Caller
Dana Whitfield.
AI agent
Thanks, Dana. What is the best phone number and email to reach you, and is this number a good one for texts?
Caller
This number is fine for texts, and my email is dana.whitfield@email.com.
AI agent
Got it. Two quick questions so the loan officer is prepared: what is the purchase price range, and when is your closing date?
Caller
Around 480 thousand, and we are supposed to close in about five weeks.
AI agent
Perfect, I have noted both. A licensed loan officer handles rates, programs, and your approval. The earliest consult is tomorrow at 9:00 AM - shall I book it?
Caller
Yes, 9 AM works.
AI agent
You are booked for 9:00 AM and I have texted you a confirmation with a checklist of documents to have handy. Anything else tonight, Dana?
Caller
No, that was easy. Thank you.
The shift
The same desk, before and after.
Before
- New inquiries wait until you are out of your morning consults; some never get a first call.
- Borrowers in process go quiet for weeks and start calling the agent instead of you.
- Referral partners hear from you only when you need the next deal.
- Past clients refinance with whoever mailed them last.
- Every touch lives in a different place: cell phone, personal inbox, LOS notes, sticky pads.
With MapleConnect
- Every inquiry gets a reply in seconds and a consult on your calendar, around the clock.
- Milestone updates go out automatically the moment a file changes stage.
- Partners get status notes on shared files and a steady stay-in-touch cadence.
- Your funded book runs on anniversary and reactivation campaigns all year.
- One timeline per borrower holds every call, text, email, and booking.
Playbooks
Playbooks that run from day one.
Automations configured for a mortgage desk, not templates you have to invent. Each one is a trigger, a sequence, and a measurable outcome.
Speed-to-lead
Trigger A rate-quote form, ad lead, or missed call arrives
- Instant text and email reply with the qualifying basics
- Lead routed to the right loan officer with the intake attached
- Booking link offered; unanswered leads re-touched on a fast cadence
You are the first lender the borrower actually talks to.
In-process calm
Trigger A file moves to a new pipeline stage
- Borrower receives a plain-language milestone update by text
- The referral agent on the file gets a matching status note
- A task fires for you only when a personal call is the right move
Fewer where-are-we calls, and partners who look good to their clients.
Funded-book reactivation
Trigger A closing anniversary or a set check-in date arrives
- Anniversary or check-in message goes to the past client
- Replies land on your pipeline as a new opportunity
- No response is fine - the cadence continues at a respectful pace
The next refi or purchase conversation starts with you, not a mailer.
Honest scope
What it does - and what stays with you.
Lending is regulated work. MapleConnect is deliberate about which side of that line it works on.
Front office, not the loan file
MapleConnect captures leads, responds, nurtures, schedules, and logs every touch. Credit decisions, disclosures, rate locks, and underwriting live in your LOS and with your licensed team - the CRM feeds that machinery, it never replaces it.
A record of every touch
Calls, texts, emails, and appointments are logged to each contact automatically, giving your team a consistent activity history to reference. That supports your record-keeping; your compliance obligations remain defined by your own counsel and regulators.
Consent-aware outreach
Contact consent can be captured and recorded, and opt-outs are honored across SMS and email - so your follow-up runs inside the permissions your borrowers actually gave. Confirm your specific TCPA and state obligations with counsel.
Pricing
Flat pricing. The whole team works.
Per-seat CRM pricing punishes mortgage teams for adding processors and assistants. MapleConnect is flat: the whole desk works the same pipeline at one monthly price.
Essential
$199/mo flat
The full CRM plus automation - priced flat, not per seat.
Professional
$299/mo flat
The most popular plan: deeper automation and campaigns.
Premium
$399/mo flat
Everything, including native AI voice agents on your line.
Start on the free plan and upgrade when the pipeline pays for it. See full pricing
Keep exploring
The platform behind it, piece by piece.
AI Voice AnsweringLead ManagementSMS CampaignsEmail MarketingOnline BookingAgentic AI Follow-UpCompare CRMs
MapleConnect for neighboring industries
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Your next borrower is rate-shopping right now.
Be the lender who answers first. Free plan to start, flat pricing after, and free guided migration from whatever you use today.
- No credit card to start
- Free plan available
- Free guided migration