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.


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44 Reviews of Surefire CRM

Average User Ratings

Overall

4.79 / 5 stars

Ease-of-use

4.5

Value for money

5.0

Customer support

5.0

Functionality

4.5

Ratings Snapshot

5 stars

(37)

37

4 stars

(10)

10

3 stars

(0)

0

2 stars

(0)

0

1 stars

(0)

0

Likelihood to Recommend

Not likely

Very likely

Showing 1 - 5 of 44 results

June 2020

User Profile Picture

Maureen from Mortgage Network, Inc.

Verified Reviewer

Company Size: 201-500 employees

Industry: Financial Services

Time Used: More than 2 years

Review Source: Capterra


Ease-of-use

5.0

Value for money

5.0

Customer support

5.0

Functionality

4.0

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.

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.

Response from Top of Mind

Replied June 2021

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.

June 2020

Ann from MVB Mortgage

Company Size: 51-200 employees

Industry: Financial Services

Time Used: More than 2 years

Review Source: Capterra


Ease-of-use

5.0

Value for money

5.0

Customer support

5.0

Functionality

5.0

June 2020

It's all about the relationships.

LOVE! LOVE! LOVE!

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.

Response from Top of Mind

Replied April 2021

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!

June 2021

Ian from Essex Mortgage

Company Size: 201-500 employees

Industry: Real Estate

Time Used: More than 2 years

Review Source: Capterra


Ease-of-use

3.0

Value for money

5.0

Customer support

5.0

Functionality

5.0

June 2021

A feature-packed CRM designed with mortgage professionals in mind.

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.

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.

July 2020

Scott from Guaranteed Rate

Company Size: 5,001-10,000 employees

Industry: Financial Services

Time Used: Less than 2 years

Review Source: Capterra


Ease-of-use

4.0

Value for money

5.0

Customer support

4.0

Functionality

4.0

July 2020

Surefire - overall very good

Good CRM - but did not have ability to export database when needed.

Pros

ease of use and navigation. marketing content. fields.

Cons

limited mortgage information captured. crm was controlled by company. not allowed to export database.

Reasons for Switching to Surefire CRM

Our company made the change

Response from Top of Mind

Replied June 2021

Hi Scott, thank you for your review. It's great to hear that you've had an overall good experience with Surefire! We will use your feedback to continue to improve.

March 2021

Karla from On Q Financial

Company Size: 501-1,000 employees

Industry: Banking

Time Used: More than 2 years

Review Source: Capterra


Ease-of-use

5.0

Value for money

5.0

Customer support

4.0

Functionality

5.0

March 2021

Improvements on Reporting Needed

Surefire is great and easy to use. But it's hard to measure how great the platform is when we have limited reporting available.

Pros

The flyer portal, single property sites, and deployments features are great. The platform is easy to use.

Cons

Lack of reporting on every feature makes the features almost useless.