Why Choosing the Right CRM Matters More Than Ever
The Australian mortgage and finance landscape has become significantly more complex over the past five years. Between BID (Best Interests Duty), stricter compliance obligations, larger client expectations, and aggregator-specific workflows, brokers are juggling more apps and admin than ever.
A CRM isn’t just a database anymore — it’s the backbone of your brokerage.
The right system reduces admin time, improves compliance, and helps you convert more leads with less manual effort.
A poor choice, however, creates bottlenecks, double data entry, and lost opportunities.
Step 1: Understand Your Brokerage Workflow
Before comparing CRMs, map your brokerage workflow. Most brokers underestimate how many moving pieces they actually handle.
Lead Management
- Capturing leads from websites, referrals, real estate partners, social media
- Responding quickly with automations
- Tracking follow-ups and enquiries
Fact Find & Document Collection
- Digital fact finds
- Secure document uploads
- Reminders for missing items
Compliance Tracking
- Scope of credit assistance
- Credit guides & disclosures
- Best Interest Duty notes
- Verification Of Identity (VOI)
- Conversations logs
Application → Settlement Pipeline
A good CRM should make it easy to move a client through:
- Pre-assessment
- Submission
- Conditional approval
- Valuation
- Formal approval
- Settlement
Post-Settlement Nurture
- Annual reviews
- Rate tracking
- Cross-sell and refinance opportunities
- Referral partner updates
If a CRM can’t support your full workflow, you’ll feel it immediately.
Step 2: Identify Your Non-Negotiable CRM Features
Every brokerage has different needs, but these are the core features most Australian brokers require:
- Lead capture tools (web forms, integrations)
- Email* + SMS automation [* check for email masking/aliasing so it’s sent from your email not a weird number 123jkl245@yourcrmname.com.au]
- Task management + reminders
- Pipeline stages that match your process
- Compliance support (BID, credit guides, VOI)
- Secure document storage + client portal
- Deep integrations with your aggregator and tools you already use
- Reporting that actually helps (settlement pipeline, conversion rates, referral reports and commission due)
If the CRM ticks these boxes, you’re in a strong starting position.
Step 3: Consider Local Australian Support & Integrations
A CRM might look impressive, but Australian brokers face unique requirements.
Local support matters.
Some things to check:
- Does the CRM integrate with major Australian aggregators?
- Are documents/servers hosted in Australia?
- Do they support Best Interest Duty workflows?
- Are templates and pipelines designed for Aussie lending?
- Do they push automatic updates for lender policies?
- Can they integrate with ApplyOnline?
- Do they understand compliance expectations from MFAA or FBAA?
A CRM built for generic sales teams almost always falls short here.
Step 4: Compare the Leading CRMs for Australian Brokers
Here’s a high-level breakdown of CRMs that are Aggregator-agnostic^:
(^ Aggregator-agnostic refers to the service not being tied to, or requiring, any specific aggregator.)
Salestrekker
Strengths:
- Aggregator-wide adoption
- Strong workflow automation
- Great compliance tools
- All-in-one application + CRM
Weaknesses:
- UI can feel overwhelming
- Limited Integrations
- APIs & Webhooks are on request only
BrokerEngine
Strengths:
- Excellent broker-specific workflow design
- Great process optimisation and task automation
- Amazing for scaling teams
Weaknesses:
- Not a traditional CRM (pairs best with something like GoHighLevel/HubSpot/Pipedrive)
- Zapier Integrations are limited
Effi
Strengths:
- Lead generation and broker-specific CRM with automations built for mortgage, commercial & asset finance workflows
- Integrates with most Aggregator platforms
- AI-assisted lead nurturing and client engagement tools
Weaknesses:
- Not an email marketing tool
- Some enterprise/custom workflows are premium-tier, which can be costly for small brokers
Lend
Strengths:
- Supports commercial, SME, and consumer finance products across multiple lenders. Recently added Mortgage brokers to their suite of tools.
- Auto-follow up sequence for application submission and tracking
- NCCP Compliant minimising the risk of compliance slip ups
Weaknesses:
- API integrations can be one-directional/limited, restricting automations
- Less tailored for pure residential mortgage broking compared with core mortgage CRMs
Mystro
Strengths:
- Built-for-brokers who want AI-powered client onboarding and workflow automation
- Simplifies data collection, forms, document uploads and task triggers.
- Integrations with common tools (e.g., HubSpot, Microsoft, Calendly, Illion, Equifax, Zapier) keeping data connected across systems.
Weaknesses:
- Not a full-stack CRM - main focus is Fact Find and Document Collection
- Best suited to teams comfortable with self-service, as hands-on support and customer care response times can be slow.
Step 5: Evaluate Automation Capability
This is where modern brokerages win.
Look for automations like:
- Instant lead replies
- Document collection reminders
- Annual review workflows
- Referral partner updates
- Post-settlement nurture sequences
- Auto-tagging and segmenting clients
- Pipeline-stage triggered tasks
The more automation you set up early, the more scalable your brokerage becomes.
Step 6: Check Scalability & Pricing
A CRM must grow with you.
Solo Brokers
- Ease of use
- Basic automations
- Low monthly seat cost
Growing Teams
- Role permissions
- Internal notes
- Task assignment
- Shared pipelines
Large Brokerages
- Reporting
- Team dashboards
- Multi-funnel setups
- Custom automations
- API access
Check for hidden costs:
- Seat pricing (Broker vs Admin pricing)
- Automation limits
- Storage caps
- Add-ons
Step 7: Run a Real-World Test
Before committing long-term:
- Take one real client from “new lead” to “settlement”.
- Time how long each step takes.
- See how much manual admin is left.
- Ask your team how intuitive it feels.
- Measure how quickly you can find loan notes, emails, tasks, and compliance docs.
If you feel friction during the test, you’ll feel it even more when your volume increases.
Final Recommendation + Broker CRM Checklist
Here’s a simple checklist to confirm a CRM is a good fit:
- Supports full broker workflow
- Includes BID, VOI, compliance prompts
- Integrates with your aggregator
- Automates at least 50% of admin tasks
- Provides a clear pipeline view
- Easy for new staff to learn
- Has strong AU-based support
- Helps you nurture your database
- Offers good pricing as your team grows
- Makes your brokerage feel faster, not slower
If a CRM ticks the majority of these boxes, it’s likely the right choice for your brokerage.
Still unsure? Schedule a chat with one of the Broker Tools team and we’ll help you sense-check your options.
