Surefire CRM 2026: Benefits, Features & Pricing

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Overview
Pricing and Plans
Features
Integrations
User Reviews

Overview

Surefire CRM

4.5

(55)

Pricing

Pricing available upon request

About Surefire CRM

Surefire CRM and Mortgage Marketing Engine helps thousands of mortgage professionals win new business, drive repeat business, and earn the right to referral business. With intuitive, set-it-and-forget-it workflows and award-winning content, mortgage professionals can effortlessly maintain and deepen their connections with borrowers, recruits, members, brokers, and real estate agents all through one powerful platform.

Surefire CRM Screenshots

Surefire CRM Pricing and Plans

Starting price: Connect with an advisor for pricing

Free Trial

Free Version

Basic

Pricing available upon request

No plan information available

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Surefire CRM Features

Popular features found in Financial CRM
Activity Dashboard
Campaign Management
Client Management
Customer Database
Data Import/Export
Document Management
Email Marketing
Expense Tracking
Lead Management
Marketing Automation
Relationship Tracking
More features of Surefire CRM
Amortization Schedule
API
Client Database
Compliance Management
Contact Management
Content Management
CRM
Customizable Branding
Customizable Forms
Electronic Applications
For Financial Institutions
Lead Capture
Monitoring
Pipeline Management
Refinance Management
Reporting & Statistics
Search/Filter
SMS Marketing
Task Management
Third-Party Integrations
Visual Presentation
Workflow Management

Surefire CRM Integrations

Blend

Floify

MeridianLink Mortgage

Zapier

BombBomb

Calyx Point

See all 12 integrations

Surefire CRM User Reviews

Overall Rating

4.5

Ratings Breakdown

73%

20%

Secondary Ratings

Ease of Use

4.1

Value for money

4.4

Customer support

4.4

Functionality

4.4

Maureen C.

Verified reviewer

Financial Services

201-500 employees

Used daily for more than 2 years

Review source

Reviewed June 2020

The Right Arm To The Marketing Department

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

Value for money

Customer support

Functionality

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

Cheri B.

Verified reviewer

Financial Services

201-500 employees

Used daily for less than 2 years

Review source

Reviewed June 2020

The best marketing automation software out there for the mortgage industry!

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

Value for money

Customer support

Functionality

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

Ron G.

Verified reviewer

Real Estate

11-50 employees

Used daily for less than 12 months

Review source

Reviewed March 2024

My Honest Review of Surefire CRM for the Mortgage Industry

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

Value for money

Customer support

Functionality

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.

Jason W.

Verified reviewer

Financial Services

51-200 employees

Used daily for more than 2 years

Review source

Reviewed August 2022

No Customer Service

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

Value for money

Customer support

Functionality

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.

Brittany P.

Verified reviewer

Financial Services

51-200 employees

Used daily for less than 2 years

Review source

Reviewed June 2020

Every Feature Has Value!

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

Value for money

Customer support

Functionality

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

Mark W.

Verified reviewer

Financial Services

11-50 employees

Used daily for more than 2 years

Review source

Reviewed March 2023

Surefire CRM Review

Pro. Will continue to use for my CRM.

Ratings Breakdown

Ease of use

Value for money

Functionality

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.

Ann P.

Verified reviewer

Financial Services

51-200 employees

Used daily for more than 2 years

Review source

Reviewed June 2020

It's all about the relationships.

LOVE! LOVE! LOVE!

Ratings Breakdown

Ease of use

Value for money

Customer support

Functionality

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

Cornelio M.

Verified reviewer

Transportation/ Trucking/ Railroad

11-50 employees

Used weekly for less than 6 months

Review source

Reviewed February 2023

Use Yext for $1000 or $500 Same Optimization x Year.

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

Value for money

Customer support

Functionality

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...

David S.

Verified reviewer

Financial Services

501-1000 employees

Used weekly for more than 2 years

Review source

Reviewed June 2020

A lot of pre-built items that can really help

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

Value for money

Customer support

Functionality

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

Jeff F.

Verified reviewer

Financial Services

51-200 employees

Used daily for less than 2 years

Review source

Reviewed August 2020

We wish we had moved to Surefire sooner

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

Value for money

Customer support

Functionality

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

Showing 1 - 10 of 55 Reviews

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