5 Best Website Chatbots for Mortgage Brokers

Intercom is a widely adopted customer messaging platform that offers a conversational AI chatbot as part of its suite. The bot can be embedded on a mortgage broker’s website to answer common questions, schedule appointments, and qualify leads through a guided flow. Intercom’s chatbot is built on machine learning models that learn from past conversations, allowing it to handle a variety of mortgage‑related queries—from rate calculations to pre‑qualification checks. The platform also provides a visual builder that lets marketers design conversational paths without coding, and the bot can be triggered by specific keywords or user actions on the site. Intercom’s strengths include robust integration with a range of CRM systems (e.g., Salesforce, HubSpot), real‑time analytics dashboards, and the ability to route complex queries to human agents. The bot also supports email and in‑app notifications, ensuring that follow‑up communication is consistent. Pricing tiers begin with a Starter plan at $39/month, which includes basic chatbot functionality and up to 2,000 contacts, and scale up to the Premium plan at $199/month for advanced features like custom bots and unlimited contacts. Pros: • Intuitive visual flow builder • Seamless CRM integrations • Built‑in analytics for conversation tracking • Multi‑channel support (web, in‑app, email) • Scalable pricing for growing teams Cons: • Limited customization of the bot’s AI beyond the provided templates • No native long‑term memory for user context across sessions • Higher cost for larger contact bases • Requires additional add‑ons for advanced AI features

Drift positions itself as a conversational marketing platform that uses AI chatbots to capture and qualify leads directly from website traffic. For mortgage brokers, Drift can be set up to ask visitors eligibility questions, provide quick rate estimates, and book appointment slots with loan officers. The bot’s conversational flow can be built using Drift’s drag‑and‑drop editor, which also allows the addition of custom snippets of code or third‑party integrations. Drift’s AI learns from past conversations to improve response relevance, and it can hand off the chat to a human agent when the conversation requires a deeper discussion. Drift’s primary advantage is its real‑time lead scoring, which assigns a lead score based on visitor behavior and bot interactions. This score can be used by the broker’s sales team to prioritize follow‑ups. The platform also offers robust integrations with marketing automation tools and CRMs, as well as email and calendar integrations for scheduling. Drift’s pricing starts with a free tier for small teams and moves to the Standard plan at $400/month for up to 5,000 contacts, and the Enterprise plan for larger organizations. Pros: • Real‑time lead scoring and analytics • Drag‑and‑drop flow builder • Calendar integration for easy scheduling • Strong marketing automation integrations • AI that improves over time Cons: • Higher base cost compared to other chatbots • Limited customization of underlying AI models • No long‑term memory for anonymous users • Requires a learning curve for advanced integrations

HubSpot’s free and paid chatbot builder is part of the broader HubSpot CRM ecosystem, making it an attractive option for mortgage brokers who already use HubSpot for marketing and sales. The chatbot can be embedded on a lender’s website to answer FAQs, collect contact information, and direct visitors to relevant landing pages. HubSpot’s chatbot builder is designed for marketers, featuring an intuitive drag‑and‑drop interface and pre‑built conversational templates that can be customized to ask eligibility questions or provide rate estimates. Key benefits include seamless integration with HubSpot’s CRM, allowing conversations to be logged automatically as contacts. The bot also supports email follow‑ups, ticket creation, and lead nurturing workflows. While the free tier offers basic chatbot functionality, the paid Marketing Hub Starter plan at $45/month unlocks advanced features such as custom bot logic, chatbot reports, and multi‑language support. Pros: • Free chatbot with basic features • Tight integration with HubSpot CRM • Easy drag‑and‑drop builder • Automatic contact creation and tracking • Scalable with HubSpot’s marketing platform Cons: • Limited AI customization beyond templates • No persistent memory for anonymous users • Requires HubSpot CRM for full functionality • Higher cost if upgrading to advanced plans

Ada is an AI‑powered chatbot platform focused on automating customer support across multiple channels, including web, mobile, and messaging apps. For mortgage brokers, Ada can be used to answer common loan questions, provide rate calculators, and gather preliminary borrower information. Ada’s platform offers a visual builder that allows marketers to design conversation flows without coding, and the bot can be trained on company knowledge bases or external FAQs. Ada’s AI is designed to handle nuanced queries and can hand off to human agents when needed. Ada’s pricing is usage‑based: it starts at a free tier for basic bots with limited conversation volumes, and the next tier—Ada Pro—begins at $50/month plus a small per‑message fee (approximately $0.0003). The platform is scalable and supports integrations with CRMs like Salesforce, as well as marketing automation tools. Ada’s strength lies in its multi‑channel support and the ability to maintain contextual conversations across sessions, though the persistent memory is limited to the user’s device and not a server‑side feature. Pros: • Multi‑channel support (web, mobile, messaging apps) • Visual flow builder without coding • Usage‑based pricing with a free tier • Integrations with major CRMs • Contextual conversations across sessions Cons: • Limited to text‑based interactions • No persistent memory on the server side • Requires external CRM integration for full lead management • Monthly per‑message fee may add up for high‑volume brokers