Zoho CRM integration — lead and deal sync

Overview

The Zoho CRM integration allows brokers to sync leads and pipeline activity between Effi and Zoho CRM. When a lead is synced, it is created as a deal in Zoho, with a corresponding contact automatically generated for the primary applicant.

Stage mapping between Zoho and Effi is fully configurable — no longer hard-coded — and is managed through Settings > Integrations. This integration is available to Broker, Business Admin, and Admin Broker roles.

Before you begin

• You must have a Zoho CRM account with at least one active user.
• Confirm your role is Broker, Business Admin, or Admin Broker — other roles cannot access the integration settings.
• Decide which Zoho layout and stages you want to map before configuring. Infinity users should note the current focus is on refinance workflows.

How to enable the integration

1. Go to Settings > Integrations.
2. Locate Zoho CRM and toggle it on.
3. Select the Zoho layout you want to use.
4. Under Stage Mapping, map each Zoho stage to its corresponding Effi stage.
5. Save your configuration.

How lead and deal sync works

• Each synced lead creates a deal in Zoho CRM.
• A contact is automatically created alongside the deal, mapped to the primary applicant.
• Split details are combined into a single lodgement section in Zoho, as Zoho does not support per-split fields.
• Sync occurs automatically in the background when a stage changes in Effi.
• A manual sync button is also available if you need to trigger a sync on demand.

Stage mapping

Stage mapping lets you define which Zoho stage corresponds to which Effi stage. You can configure as many mappings as needed for your workflow. Below are two examples:

Stage mappings are configured per enterprise and can be updated at any time in Settings > Integrations > Zoho CRM.

Known limitations

• No per-split field mapping: Zoho does not support individual split fields. All split details are aggregated into a single lodgement section.
• No dynamic field-level mappings: Field mappings are configured at the backend level. If your enterprise requires custom field mappings beyond stage mapping, contact support.
• Broker assignment: If your Zoho account has only one user, deals will be assigned to that user by default. Multi-user broker assignment will be supported in a future update.

Frequently asked questions

What happens if a Zoho stage name doesn't exactly match what I've configured?
The sync relies on an exact stage name match. If there is a mismatch (for example, "Formally Approved" vs "Formal"), the stage change will not sync. Check your stage mapping in Settings and ensure the names match exactly what is in Zoho.

Can I sync deals for workflow types other than refinance?
Currently, Zoho layout support in Effi is focused on refinance workflows. Support for additional workflow types is planned for future releases.

Does syncing affect existing deals in Zoho?
The manual sync and background sync create new deals and contacts. Updates to existing deals depend on your stage mapping configuration. If you're unsure, test with a single lead before running a broader sync.

I don't see Zoho CRM in my Integrations settings — who do I contact?
The integration is available to Broker, Business Admin, and Admin Broker roles. If you have one of these roles and still can't see it, contact your platform administrator or reach out to support.

Need help?

If you experience issues with the Zoho CRM integration, contact our support team with the following details:

• Your broker or business name
• A description of the issue (e.g. deals not appearing in Zoho, stage not syncing)
• The Zoho layout and stage mapping you have configured
• The date and time the issue occurred