--- title: "Surefire CRM Reviews, Pros and Cons - 2026 Software Advice" description: "Reviews of Surefire CRM. Learn how real users rate this software's ease-of-use, functionality, overall quality and customer support. Talk to our advisors to see if Surefire CRM is a good fit for you!" source_url: "https://www.softwareadvice.com/marketing/surefire-crm-profile/reviews/" page_type: "reviews" language: "en" --- 1 million+ businesses helped. Get advice Get Free Advice [Home](https://www.softwareadvice.com/) / [Financial CRM Software](https://www.softwareadvice.com/crm/financial-comparison/) / [Surefire CRM](https://www.softwareadvice.com/mortgage/surefire-crm-profile/) / Surefire CRM Reviews Software Advice offers objective insights based on verified user reviews and independent product and market research. When our advisors match you to a software provider, we may earn a referral fee. [Overview](https://www.softwareadvice.com/mortgage/surefire-crm-profile/) Reviews [Alternatives](https://www.softwareadvice.com/mortgage/surefire-crm-profile/alternatives/) # Surefire CRM User Reviews ## Reviews summary - Overall rating: 4.5/5 - Total reviews: 55 ### Secondary ratings - Ease of use: 4.1/5 - Customer support: 4.4/5 - Value for money: 4.4/5 - Functionality: 4.4/5 ### Rating distribution - 5 stars: 40 reviews (73%) - 4 stars: 11 reviews (20%) - 3 stars: 0 reviews (0%) - 2 stars: 1 reviews (2%) - 1 star: 3 reviews (5%) ### Most mentioned pros - I like that it is almost ready to use out of the box - easy to drag and drop - My favorite parts are the Single Property Site function, the ProSeries emails to customers, Markets in a Minute emails to real estate agents and the texting functions. - The automation and integration capabilities have allowed us to set up complex, multi-step campaigns to keep our contacts informed while also allowing our Loan Officers to do what they do best. Since Surefire is made for the mortgage industry, it comes jam-packed with great materials that are ready to go as-is or can easily be tweaked and modified to make them more customized. ### Most mentioned cons - The lack of support, lack of value, lack of updates, and poor connectivity to other third party applications that are needed for the mortgage industry, such as an LOS or POS. - When the customer contact email was broken for weeks our customers were unable to submit an online request and Surefire NEVER responded to this issue so we had to hire an outside agency to repair the most important part of a website. - I had to upload all the data every day for the whole company, and I had to have a program written for the calyx data to be uploaded in the correct CSV format, and we are still having issues with it. ## Surefire CRM customer reviews Showing reviews 1-25 of 55 (page 1). ### The Right Arm To The Marketing Department - Overall rating: 5/5 - Reviewer: Maureen C. - Verified reviewer: Yes - Industry: Financial Services - Company size: 201-500 employees - Product usage: Used daily for more than 2 years - Reviewed: June 2020 - Review source details: This review was submitted organically. No incentive was offered We've used Surefire since 2013. In the beginning we opted for SF over Salesforce because we believe the ease of adoption would be greater. Back then, the set it and forget it model was what we were looking for, plus it was an easy to use intuitive system. In 2018 when we were making the decision to move to the new 3.0 platform or stay with SF we looked at a few options. We knew the transition would be hard for the LO's either way but Surefire seemed to have more freedom with what we could customize and their roadmap for development was impressive. We use Surefire for our databases, lead generation, email marketing, in process touchpoints, flyers and social media deployment. We have also just finalized integrations with BombBomb, Mortgage Coach, Monitorbase and others. We know there are major improvements coming and we are excited to see them. #### Ratings breakdown - Ease of use: 5/5 - Value for money: 5/5 - Customer support: 5/5 - Functionality: 4/5 #### Pros There are quite a few features I like about this system, but if I had to pick one it would be the rules/ workflows. The system is customizable to the point where each Loan Officer could have their own rules and workflows if you choose to. the number of rules you can generate for specific needs it endless; from pre-qual and in process to post closing follow up and Lead generation. We have individual branches using some rules that suit their geography and ways they do business, and other branches with a different set of rules based on their needs. Their customer service is also top notch. #### Cons Some things I feel are missing are a more intuitive self service reporting feature. I can request almost any report I want, but the self service module lacks the customization we have come to need. There are a couple of other simple things that can be improved on, such as a more customizable permissions module. They offer a great deal here, but there are one or two options we'd like added based on the role of the individual and how they use the system. #### Reasons for choosing Surefire CRM Easy of use and adoption, future development roadmap, integration ease and customer service. #### Vendor response Hi Maureen, thank you for taking the time to leave this review! We are so glad your experience with Surefire and our customer service team has been great. Your constructive feedback on the reporting and permissions features will help us improve Surefire for all users. Replied June 2021 --- ### The best marketing automation software out there for the mortgage industry! - Overall rating: 5/5 - Reviewer: Cheri B. - Verified reviewer: Yes - Industry: Financial Services - Company size: 201-500 employees - Product usage: Used daily for less than 2 years - Reviewed: June 2020 - Review source details: This review was submitted organically. No incentive was offered We have a unique situation in that we use a customized version of Salesforce as our database of record, and Surefire as our marketing automation platform. We created our own integration between Salesforce and Surefire which has enabled us to keep our LOs working out of Salesforce only for their data management, which is exactly what we needed. Because of this, we have found Surefire to be a fantastic solution for our unique needs. The support team has been amazing with helping me to troubleshoot and work through different scenarios and create business rules to automate our marketing. #### Ratings breakdown - Ease of use: 5/5 - Value for money: 5/5 - Customer support: 5/5 - Functionality: 5/5 #### Pros When searching for a marketing automation software solution, it was critical for our company that we be able to have control over designing, approving, and implementing the marketing content on behalf of our Loan Officers. Surefire has enabled us to do just that, and more! The ease of use, combined with the wealth of existing content and amazing tools has exceeded our expectations! #### Cons We made some errors with initial data import due to lack of knowledge about how the system worked, and that caused us to have to do some data clean-up. In some cases, the team at Surefire was able to assist us with the clean-up, but in other cases we had to do it ourselves and that was a time-consuming project. #### Reasons for choosing Surefire CRM Ease of use, value, and the ability to implement the system the way we needed to. We have been completely satisfied with our experience and would highly recommend Surefire to other companies. #### Reasons for switching to Surefire CRM We needed the ability to have control over the design and execution of our marketing workflows and to execute at a corporate level on behalf of our LOs. Another important factor was the compliance tools built in to the platform that allowed us to create an audit report with the click of a button. #### Vendor response Hi Cheri, thank you for taking the time to leave us this amazing review. We are so happy to hear that Surefire's ease of use, content, and tools have exceeded your expectations! Your constructive feedback will help us continue to improve. Replied April 2021 --- ### My Honest Review of Surefire CRM for the Mortgage Industry - Overall rating: 2/5 - Reviewer: Ron G. - Verified reviewer: Yes - Industry: Real Estate - Company size: 11-50 employees - Product usage: Used daily for less than 12 months - Reviewed: March 2024 - Review source details: This reviewer was invited by us to submit an honest review and offered a nominal incentive as a thank you. My overall expiernce with Surefire was horrible. It has a very corporate structure that is more of an assembly line for their sales people, rather than a CRM company designed to help their clients grow and retain clients. Its expensive nature limits user growth, and is not designed for a large scale operation, or medium to small scale operation like ours. #### Ratings breakdown - Ease of use: 2/5 - Value for money: 2/5 - Customer support: 1/5 - Functionality: 4/5 #### Pros I liked how the system was extremely customizable, and came with a preset of campaign templates that were easy to edit. #### Cons The lack of support, lack of value, lack of updates, and poor connectivity to other third party applications that are needed for the mortgage industry, such as an LOS or POS. #### Reasons for switching to Surefire CRM Issues pertaining to a consistent lack of support, and high fees. --- ### No Customer Service - Overall rating: 4/5 - Reviewer: Jason W. - Verified reviewer: Yes - Industry: Financial Services - Company size: 51-200 employees - Product usage: Used daily for more than 2 years - Reviewed: August 2022 - Review source details: This review was submitted organically. No incentive was offered This company has the worst customer service. My account rep disappeared shortly after bringing me on and I've only been able to reach him a couple of times when I had a question. The help email does not work whatsoever, so if you need a little help with something you're totally screwed. You also cannot speak to anyone at the company if you call. No one answers their phone and you have to get to the executive level to receive a return call. If you don't have an internal team member to manage the crm for you and you're not a tech savvy person or just too busy of a sales person to deal with it you're going to hate this system. The lack of support is honestly unbelievable. I had to email the accounting department for help getting to speak with someone for small things and we're 26 days with still no name, phone, or email address of anyone who will be there when I need them. #### Ratings breakdown - Ease of use: 3/5 - Value for money: 5/5 - Customer support: 1/5 - Functionality: 4/5 #### Pros The software is good. Like any CRM it takes time and in some cases some expertise if tech is not your thing. #### Cons Reporting is not good or easy to produce. Also the powercalls is a pain to use in all ways. It's supposed to be a dialer system similar to phone burner or mojo, but you have to create essentially a marketing campaign to use it. It would be way better if you could just select a list and dial. Additionally, setting up the pre-recorded voicemail is another time consuming task. While cheaper than its competitors it loses when it comes to ease of use. #### Reasons for choosing Surefire CRM Cost. I have been told by many that you need to spend $5-8k after getting Sales Force just to get it all set up. It's very complex and I just didn't want to go that heavy in cost for the crm. #### Reasons for switching to Surefire CRM Functionality; BPD is really designed for a realtor and is a little clunky for mortgage needs. --- ### Every Feature Has Value! - Overall rating: 5/5 - Reviewer: Brittany P. - Verified reviewer: Yes - Industry: Financial Services - Company size: 51-200 employees - Product usage: Used daily for less than 2 years - Reviewed: June 2020 - Review source details: This review was submitted organically. No incentive was offered Before using Surefire, our company did not have a dedicated CRM to help us stay in touch with past customers as well as stay in front of prospects. Using Surefire has 100% helped us generate new business that we wouldn't have gotten otherwise. The use of single property sites, interactives, and calculators has been well received by our staff and referral partners and our team loves the opportunity alerts! The support staff is also AMAZING! No other vendor I've worked with has a team that will respond as quickly and efficiently as Top of Mind's staff does. You can tell they are invested in making their customers successful. #### Ratings breakdown - Ease of use: 5/5 - Value for money: 5/5 - Customer support: 5/5 - Functionality: 4/5 #### Pros Every feature has value in some way! By far, the best features are the weekly Markets in a Minute videos, interactive videos/calculators (especially around the neighborhood), opportunity alerts and single property sites. The integration with LinkedIn and Facebook is also a great avenue for us to post valuable content that we otherwise wouldn't have had readily available to us. Top of Mind is always working on new updates and features to help make users successful and competitive against other, similar products. #### Cons Integrating with our LOS system was a challenge but only b/c our system is older and doesn't connect with a direct API. While there are a ton of great features, if you don't have a dedicated admin or team member to stay on top of everything that is available then adoption/utilization of the software could be overwhelming to a user and therefore not used. The flyers section of the system is also a bit difficult to navigate and use, especially if you are looking to create your own flyers. #### Reasons for choosing Surefire CRM Given we were starting from scratch with the use of a CRM, we felt Surefire had more available content ready to be used immediately. #### Vendor response Hi Brittany, thank you for your kind review! We make customer experience and satisfaction a top priority, and your review reaffirms the hard work we put in every day. Thank you for your business and for taking the time to share your constructive feedback that will help us continue to improve. Replied April 2021 --- ### Surefire CRM Review - Overall rating: 5/5 - Reviewer: Mark W. - Verified reviewer: Yes - Industry: Financial Services - Company size: 11-50 employees - Product usage: Used daily for more than 2 years - Reviewed: March 2023 - Review source details: This review was submitted organically. No incentive was offered Pro. Will continue to use for my CRM. #### Ratings breakdown - Ease of use: 5/5 - Value for money: 4/5 - Functionality: 4/5 #### Pros It's easy. I like the content sent to my borrowers throughout the loan process. #### Cons It's a little expensive. There are some limitations with integrations of other web-based products. #### Reasons for switching to Surefire CRM Surefire offered better content and a better user interface. --- ### It's all about the relationships. - Overall rating: 5/5 - Reviewer: Ann P. - Verified reviewer: Yes - Industry: Financial Services - Company size: 51-200 employees - Product usage: Used daily for more than 2 years - Reviewed: June 2020 - Review source details: This review was submitted organically. No incentive was offered LOVE! LOVE! LOVE! #### Ratings breakdown - Ease of use: 5/5 - Value for money: 5/5 - Customer support: 5/5 - Functionality: 5/5 #### Pros Mortgage lenders are all about building relationships with their referral sources and their clients, though some of those folks may not realize it! Poor past experiences in mortgage lending leave clients thinking their lender is just another [SENSITIVE CONTENT HIDDEN], not a trusted resource, for life. Surefire makes a significant difference to our loan officers in building long-term relationships. #### Cons LOVE the integration team - they were FANTASTIC when we rolled out SF 2.0, and again when we rolled out SF 3.0! As with almost any software product, there are features that make sense to the user, but weren't built into the system. This is especially true in the highly customized mortgage lending environment. All in all, it makes no sense to list anything specific here. Suffice it to say that as long as TOMN will listen, we'll provide feedback and ideas and grow together! #### Reasons for choosing Surefire CRM Surefire seemed to have more flexibility in customization and a new version was in the works. Turned out to be well worth the wait - it's very good! #### Reasons for switching to Surefire CRM Broader range of features and room for expansion. #### Vendor response Hi Ann, we are so grateful for your kind words. Thanks for sharing your review with us. We are happy to hear that your experience with Surefire and our team has been great! Replied April 2021 --- ### Use Yext for $1000 or $500 Same Optimization x Year. - Overall rating: 1/5 - Reviewer: Cornelio M. - Verified reviewer: Yes - Industry: Transportation/ Trucking/ Railroad - Company size: 11-50 employees - Product usage: Used weekly for less than 6 months - Reviewed: February 2023 - Review source details: This review was submitted organically. No incentive was offered They Promised Connect, Improve and Implement New Google Adwords Campaigns management but 3 weeks later they didn't anything... I Call them and didn't Receive Answers... #### Ratings breakdown - Ease of use: 1/5 - Value for money: 1/5 - Customer support: 1/5 - Functionality: 1/5 #### Pros Seller when He Calls Promised Work Right away with Google Adwords Campaigns Conect, Optimization and New Implementations but 2 Weeks Later after pay for Service Nobody was Assisting me to Help with My Campaigns... #### Cons Is Really Confuse not Really good Organized and Optimization is just Average nothing Impressed. For the Price does the Same Like Yext We Still in the Same Rankin Position . Is Really Expensive for the Service They Offer... $700 Monthly When Yext is $500 x Year. For Same Optimization. #### Reasons for choosing Surefire CRM Cuz i thought that Have my Google adwords Connected could have a better connection and Optimization.. They Promised Google adwords was Included... #### Reasons for switching to Surefire CRM Trying to find a better service but is the Same but more expensive $700 x month. The Idea is to make this company work for me not Me Working for Them... --- ### A lot of pre-built items that can really help - Overall rating: 5/5 - Reviewer: David S. - Verified reviewer: Yes - Industry: Financial Services - Company size: 501-1000 employees - Product usage: Used weekly for more than 2 years - Reviewed: June 2020 - Review source details: This review was submitted organically. No incentive was offered All of the pre-built campaigns are effective, look great and typically get a great response. I'm not creative or a great designer so their stuff looks great to me and is effective. You can automate getting customers into their system, I would like to see a deeper integration with Zapier to make the system more functional. #### Ratings breakdown - Ease of use: 4/5 - Value for money: 5/5 - Customer support: 2/5 - Functionality: 4/5 #### Pros A ton of work has gone into this product, their graphics and tools look extremely professional. They have really thought through all of the customer touches and the timing of them. #### Cons Customer service, its impossible to talk to someone on the phone. They want you to watch a ton of videos and use email if you have a question. They technically integrate with Zapier, but really only to bring data in. You can't use Zapier to trigger changes within your data. So if I want to put a customer in X campaign, and then trigger to move them to the next stage, I have to do that on my own. Other systems allow for more automation. #### Reasons for choosing Surefire CRM Referral from other co-workers, Features, Zapier integration, many options for staying in touch with my customers including mail and tangible items. #### Vendor response Hi David, thanks for sharing your feedback with us. It's great to hear that you have been satisfied with Surefire's graphics, tools, and overall quality. We appreciate your constructive feedback, and we will use it to continue to improve. Replied April 2021 --- ### We wish we had moved to Surefire sooner - Overall rating: 5/5 - Reviewer: Jeff F. - Verified reviewer: Yes - Industry: Financial Services - Company size: 51-200 employees - Product usage: Used daily for less than 2 years - Reviewed: August 2020 - Review source details: This review was submitted organically. No incentive was offered Surefire has significantly increased our effeiency when it comes to updating clients, partners and employees as a loan moves through it's lifecycle. We are incredibly happy with Surefire and the support staff. #### Ratings breakdown - Ease of use: 5/5 - Value for money: 5/5 - Customer support: 5/5 - Functionality: 5/5 #### Pros Surefire was easy to implement. The automation features and integration with our LOS guarantee we are keeping both our clients and partners updated in a timely manner. The customization of workflows is simple. Support has been exceptional. #### Cons Surefire picks up our updated data files every 15 minutes. This is more than acceptable for our application. Some businesses may need updates faster than every 15 minutes, but this really has no negative impact on or business or performance. #### Reasons for choosing Surefire CRM Value, implementation time, cost, flexbility, scalability, support --- ### Excellent Product and service - Overall rating: 4/5 - Reviewer: Amy C. - Verified reviewer: Yes - Industry: Financial Services - Company size: 2-10 employees - Product usage: Used daily for more than 2 years - Reviewed: April 2021 - Review source details: This reviewer was invited by us to submit an honest review and offered a nominal incentive as a thank you. #### Ratings breakdown - Ease of use: 4/5 - Value for money: 4/5 - Customer support: 3/5 - Functionality: 4/5 #### Pros The system is set up very user friendly and is essential to the daily workings of our business. There is data management, pipeline management, marketing and much more within the service. #### Cons There are a few minor items that could be improved. Additional marketing items and simple things as auto populating information that is repetitive would be helpful. --- ### A quality CRM partner - Overall rating: 5/5 - Reviewer: Richard C. - Verified reviewer: Yes - Industry: Financial Services - Company size: 51-200 employees - Product usage: Used weekly for more than 2 years - Reviewed: August 2020 - Review source details: This review was submitted organically. No incentive was offered Surefire keeps me infront and intune with my clients and provides valuable information to them on an ongoing basis. In also generates business for both myself and my real estate partners who I've co-branded with. There is nothing better. #### Ratings breakdown - Ease of use: 5/5 - Value for money: 5/5 - Customer support: 5/5 - Functionality: 5/5 #### Pros The ease of use, the well stocked library and the set it and forget it auto deployment is exceptional with Surefire. #### Cons Not really a con, however the only thing I can think of is that you have to put forth effort to learn all the ins and outs but once mastered, the sky is the liit with what Surefire can do for you. #### Reasons for choosing Surefire CRM With over 30 years in this industry I find Surefire to be head and shoulders above everyone else. It truly is an exceptional product and company. #### Reasons for switching to Surefire CRM Surefire is superior in the digital world. --- ### Easy to manage all of our LO's! - Overall rating: 5/5 - Reviewer: Leann D. - Verified reviewer: Yes - Industry: Banking - Company size: 51-200 employees - Product usage: Used daily for more than 2 years - Reviewed: July 2020 - Review source details: This review was submitted organically. No incentive was offered The Help Desk and my rep [SENSITIVE CONTENT HIDDEN] are AWESOME! I get help almost immediately after opening a ticket! And I get easy to follow, step-by-step instructions on how to do what I need. #### Ratings breakdown - Ease of use: 5/5 - Customer support: 5/5 - Functionality: 5/5 #### Pros I like that I can manage 70 Loan Officer's databases from one seat. Very easy! #### Cons It is always changing and getting better. There are no features I like least at this point. #### Reasons for choosing Surefire CRM I was not part of this decision. --- ### Working great - Overall rating: 5/5 - Reviewer: Jonathan V. - Verified reviewer: Yes - Industry: Financial Services - Company size: 201-500 employees - Product usage: Used daily for less than 2 years - Reviewed: October 2020 - Review source details: This review was submitted organically. No incentive was offered #### Ratings breakdown - Ease of use: 5/5 - Customer support: 5/5 - Functionality: 4/5 #### Pros We like the features that are custom to the mortgage industry and the support that we get in keeping everything running smoothly. #### Cons There are only a few features that are missing that we would love to have, but are not critical. The team has been great at responding to our requests for features and we have already seen many added. --- ### SureFire - Overall rating: 5/5 - Reviewer: Mick K. - Verified reviewer: Yes - Industry: Real Estate - Company size: 201-500 employees - Product usage: Used daily for less than 6 months - Reviewed: September 2020 - Review source details: This review was submitted organically. No incentive was offered I am more and more impressed as I use the program. After acquainting myself with data-base-speak, I find it a solid program with features that continue to impress me. #### Ratings breakdown - Ease of use: 4/5 - Customer support: 5/5 - Functionality: 5/5 #### Pros I find that SureFire provides me with a comprehensive CRM that once up and running is seamless. This CRM is working even when I am not. When I have reached out to customer support, I have found the team to timely, knowledgeable and spot on. The customized videos for my question are a great resource to review to be sure my proficiency with Surefire continues to grow. #### Cons At times the creation of printing dynamic lists is too complicated. Perhaps a 'print list' icon rather than exporting the list would be simpler --- ### Best Mortgage CRM going, there is no close 2nd. - Overall rating: 5/5 - Reviewer: Greg D. - Verified reviewer: Yes - Industry: Banking - Company size: 51-200 employees - Product usage: Used daily for less than 6 months - Reviewed: September 2020 - Review source details: This review was submitted organically. No incentive was offered I am an new user however one of my main reasons for choosing Surefire was the set it and forget about it feature when it come to automated marketing to all channels and this platform clearly accomplishes this with high quality and relevant content. #### Ratings breakdown - Ease of use: 4/5 - Value for money: 5/5 - Customer support: 5/5 - Functionality: 5/5 #### Pros Ease of use, implementation and deployment. All marketing materials are of high quality, to the point and very current. The software engages all modes of communication (email, snail mail, text, phone, web sites and social media). #### Cons I had a couple little quirks linking content to my web site however customer service was very responsive and resolved my issues very quickly. --- ### Great marketing software - Overall rating: 5/5 - Reviewer: Fernando V. - Verified reviewer: Yes - Industry: Financial Services - Company size: Self-Employed - Product usage: Used daily for less than 6 months - Reviewed: April 2022 - Review source details: This review was submitted organically. No incentive was offered It has been working so far. I use it mainly for post closing marketing and staying in touch #### Ratings breakdown - Ease of use: 4/5 - Value for money: 4/5 - Customer support: 2/5 - Functionality: 4/5 #### Pros I still use Surefire, their content is amazing and easy to deploy #### Cons Support is not the best. There is room for reports improvement. Integration with LOS's 7/10 #### Reasons for choosing Surefire CRM Was looking for a crm with pre-built marketing material that's current and modern #### Reasons for switching to Surefire CRM BNT outdated marketing material but better integration with LOS and CRM functionality --- ### Customer Support - Overall rating: 5/5 - Reviewer: Brian S. - Verified reviewer: Yes - Industry: Real Estate - Company size: 51-200 employees - Product usage: Used weekly for less than 12 months - Reviewed: July 2021 - Review source details: This review was submitted organically. No incentive was offered Great! But again this is a huge thanks to the Customer Support Team [SENSITIVE CONTENT]! #### Ratings breakdown - Ease of use: 5/5 - Value for money: 5/5 - Customer support: 5/5 - Functionality: 5/5 #### Pros Thanks to the wonderful people in Customer Support [SENSITIVE CONTENT], I was able to really understand how to do so much. The deployments and subscriptions are awesome! #### Cons So far nothing. Everything is running smoothly. --- ### Customer Service - Overall rating: 4/5 - Reviewer: Mike M. - Verified reviewer: Yes - Industry: Real Estate - Company size: 201-500 employees - Product usage: Used other for less than 6 months - Reviewed: March 2021 - Review source details: This review was submitted organically. No incentive was offered I am a newer user but so far it has been easy to use and the support has been terrific #### Ratings breakdown - Ease of use: 4/5 - Customer support: 5/5 - Functionality: 4/5 #### Pros The software and company backing it up have very good support #### Cons It was a challenge importing my database --- ### Your money is their only consideration! - Overall rating: 1/5 - Reviewer: Lloyd A. - Verified reviewer: Yes - Industry: Construction - Company size: 2-10 employees - Product usage: Used monthly for less than 12 months - Reviewed: March 2023 - Review source details: This review was submitted organically. No incentive was offered Here it is March and after dozens of emails the dishonest sales has called last week to offer a reduction in our paid service to the basic plan for $499 a month for the remaining 3 months of our subscription. He has darted the question of whether or not we would be required to do another 1 year subscription if we agreed. Once again we are also waiting for a response to our last email confirming the offer of $499 a month for the remaining portion of our subscription without a renewal. We also requested a credit for the past months since we requested the cancelation in January. #### Ratings breakdown - Ease of use: 1/5 - Value for money: 1/5 - Customer support: 1/5 - Functionality: 1/5 #### Pros Broken promises, dishonesty, and flat out no customer consideration! This company is impossible to work with. They made a false claim that they would have a website built in a month but it took them nearly 3 months to go live. When you request changes they take weeks to respond if at all. The nifty little review link they set up for us was never even completed so our customers were receiving requests for reviews to a broken link. When this was brought to their attention they said it was our responsibility to program the links for reviews. They are the software company hired to make our job easier and we have to do the programing? No one ever explained this in the onboarding process. #### Cons When the customer contact email was broken for weeks our customers were unable to submit an online request and Surefire NEVER responded to this issue so we had to hire an outside agency to repair the most important part of a website.We finally demanded a cancelation in January which was ignored until we demanded again after a week of being ignored. The response was they will not be able to cancel, this is a year subscription and they will have to charge the full amount (not a prorated amount or an early termination amount, THE WHOLE AMOUNT)! We responded with proof of their constant ignoring of our ongoing issues and lack of consideration for customer service. Always we are responded with we will have an internal discussion about your situation. Again we are forced to be the once that initiate the follow up after patiently waiting a week for a response. The answer is always "I just got an answer". They said they were discussing it at that very moment in the previous email a week earlier and only when we send the demand for a response do they suddenly "have the answer". --- ### Don't waste your time or money - Overall rating: 1/5 - Reviewer: Adam L. - Verified reviewer: Yes - Industry: Financial Services - Company size: 51-200 employees - Product usage: Used daily for less than 12 months - Reviewed: July 2023 - Review source details: This review was submitted organically. No incentive was offered Horrible experience, most features don't work correctly and unless you want a full-time job I would stay far away from Surefire/Top of mind. #### Ratings breakdown - Ease of use: 1/5 - Value for money: 1/5 - Customer support: 1/5 - Functionality: 1/5 #### Pros The only feature I like about surefire is that the marketing content is updated often. #### Cons I had to upload all the data every day for the whole company, and I had to have a program written for the calyx data to be uploaded in the correct CSV format, and we are still having issues with it. Support tickets go unresponded for weeks, and lately, I work 20-30 hours a week helping the whole company upload lists, deploy content and answer overall questions on how the CRM works. #### Reasons for choosing Surefire CRM We were sold that it was very user-friendly, had a lot of marketing content, and that all the features worked, but all were not true. --- ### Easy to "Set and Forget" - Overall rating: 4/5 - Reviewer: Katie K. - Verified reviewer: Yes - Industry: Financial Services - Company size: 201-500 employees - Product usage: Used daily for more than 2 years - Reviewed: July 2020 - Review source details: This review was submitted organically. No incentive was offered Overall the staff is personable, easy to get along with, and quick to respond to inquires. The software is good and getting better with each Tuesday release. #### Ratings breakdown - Ease of use: 4/5 - Value for money: 4/5 - Customer support: 5/5 - Functionality: 4/5 #### Pros Surefire makes it easy enough for one person to admin an account for 100+ people. With relative ease, I am able to keep our company looking good and keep our leads, clients and past clients updated at every step of their Loan Process and in touch afterwards. They make it easy to customize and add our own images as well as provide emails which can be used "as is" or, more often than not, used as a spring board to create a more personalized message for our company. I get answers to inquiry emails generally within the day, my account reps are always willing to guide me and the help center has a lot of knowledge/training notes to peruse. #### Cons There are some pieces that are not intuitive that make it hard for anyone but an admin to use. There are also software idiosyncrasies that can get a little annoying especially when trying to train our managers to utilize the system for their needs. There are issues with searches that make it hard to use the bulk deployment to its fullest, but that is also something that seems to be getting better. While I can request searches on many topics, such as use engagement, I should (as an admin) have the ability to create those searches within my own version of the platform. I'd like better ways of using our own video content as well as the provided video content in a more native way - auto play within the email and things like that since second "click-throughs" don't always happen. --- ### Surefire takes your marketing to the next level. - Overall rating: 5/5 - Reviewer: Kate G. - Verified reviewer: Yes - Industry: Financial Services - Company size: 201-500 employees - Product usage: Used daily for more than 2 years - Reviewed: November 2020 - Review source details: This review was submitted organically. No incentive was offered Great. Specifically our Account Managers, [SENSITIVE CONTENT HIDDEN]. They are great listeners, even better teachers and provide constant support for all of Gershman Mortgage's Surefire marketing needs. #### Ratings breakdown - Ease of use: 4/5 - Value for money: 5/5 - Customer support: 5/5 - Functionality: 4/5 #### Pros The customization of this platform allows for endless marketing opportunities. From emailing to texting to lead capture and management, Surefire is everything you want it to be, you just have to learn the platform and become familiar with all the features at hand. My favorite parts are the Single Property Site function, the ProSeries emails to customers, Markets in a Minute emails to real estate agents and the texting functions. They're always coming out with new features and taking suggestions on features which you want to see. The platform itself is great and can really help you take your business to the next level, but their customer service is what makes Surefire truly great. Questions are always welcome, and if you can't figure something out on your own submitting a support ticket is the way to go! Quick response times with detailed responses, they truly are on your side and want you to succeed in using Surefire! #### Cons I would say that the advanced search function is somewhat difficult to use and requires some time to learn it, and some of admin settings take some getting used to as far as understanding what they control, but everything else is top notch. --- ### Here is why I highly recommend Surefire CRM - Overall rating: 5/5 - Reviewer: Ian K. - Verified reviewer: Yes - Industry: Financial Services - Company size: 201-500 employees - Product usage: Used daily for more than 2 years - Reviewed: July 2020 - Review source details: This review was submitted organically. No incentive was offered I have been in the mortgage industry for over 8 years now. Prior to the mortgage industry i was in the tech industry. I have been using CRM technology for over 20 years. Specifically, in the mortgage industry, we have used 4 other CRM platforms. They all failed to adpat to staying current or provide expected customer service. This is where Surefire wins on all accounts. Their system offers features and functionalities that others do not. That are super important. To have everything under 1 platform is big. For example, to have a tool to make property sites for your realtor partners to generate leads, establish relationships with Realtors, or to create new relationships with Realtors is very valuable. Best of all, it is super easy to make property sites (Landing pages) in their system. Most do not even offer that. You will also be paired with a Tech Support Rep. In our case we have [SENSITIVE CONTENT HIDDEN]. He is super helpful and always willing and available to help and to teach. We have a set weekly call with him that can run 10 mins to an hour. Just depends on what we need. No other CRM provider we had in the past offered this. Yes others do as well but i can personally vouch for our Rep and their entire Support Team. They are outstanding and always helpful. I strongly encourage you demo their CRM and see first hand. We are fans. #### Ratings breakdown - Ease of use: 5/5 - Value for money: 5/5 - Customer support: 5/5 - Functionality: 5/5 #### Pros Single Property sites workflows reporting compliance contact management data management #### Cons Not an urgent issue but i would love to see them update UI and refresh the content. Take a more minimalist approach. #### Reasons for switching to Surefire CRM No other CRM compares. We had 4 other CRM's and we literally had demos with all of them before wepicked Surefire. --- ### A feature-packed CRM designed with mortgage professionals in mind. - Overall rating: 5/5 - Reviewer: Ian N. - Verified reviewer: Yes - Industry: Real Estate - Company size: 201-500 employees - Product usage: Used daily for more than 2 years - Reviewed: June 2021 - Review source details: This review was submitted organically. No incentive was offered The current stack of features that Surefire offers is phenomenal but they're also constantly adding, updating and upgrading. Their support team is second-to-none and will leave zero doubt that they genuinely care about your company's success. It's rare that a company the size of Top of Mind can make its users feel as if they are their only customers but somehow they've figured the formula out. It's not hard to see why they are the #1 Most-Used Mortgage CRM on the market. #### Ratings breakdown - Ease of use: 3/5 - Value for money: 5/5 - Customer support: 5/5 - Functionality: 5/5 #### Pros Surefire delivers a huge array of features you'd expect to see in a CRM and then some you'd probably expect to pay more for. The automation and integration capabilities have allowed us to set up complex, multi-step campaigns to keep our contacts informed while also allowing our Loan Officers to do what they do best. Since Surefire is made for the mortgage industry, it comes jam-packed with great materials that are ready to go as-is or can easily be tweaked and modified to make them more customized. #### Cons The good thing about Surefire having so many features is also the bad thing. There is a sizable learning curve that may slow adoption and create intimidation. That said, if you can push through that fear, the rewards are well worth it. #### Reasons for switching to Surefire CRM The features Mortgage Returns was offering were abysmal, especially when factoring in the cost per seat. Once we saw what Surefire could do, it was a no-brainer. We switched almost immediately. ## More reviews [Next reviews](https://www.softwareadvice.com/mortgage/surefire-crm-profile/reviews/?page=2) --- Surefire CRM Reviews, Pros and Cons - 2026 Software Advice