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.

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.

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.

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.

The software is good. Like any CRM it takes time and in some cases some expertise if tech is not your thing.

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.

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.

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.

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".

Pro. Will continue to use for my CRM.

It's easy. I like the content sent to my borrowers throughout the loan process.

It's a little expensive. There are some limitations with integrations of other web-based products.

LOVE! LOVE! LOVE!

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.

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!

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.

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.

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.

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.

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!

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.

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.

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.

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.

Very good. Loving the text blast features and upcoming features. Always seems to be updating the system and rolling out new things. [SENSITIVE CONTENT HIDDEN] are awesome to work with! Rockstars!

The new 3.0 system is easy to navigate around. It took some time getting used to but I like it. It's easy to change settings for the entire company and deploy content for the whole company at the click of a button.

Buggy. Lots of bugs. When editing someones profile, if you need to switch between screens/tabs to type in a phone #, the phone # disappears if you have only typed it part of it. Then you need to keep retyping. Glitchy at times but they eventually fix the bugs.

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.

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.

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.

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.

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.

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.

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.

Single Property sites workflows reporting compliance contact management data management

Not an urgent issue but i would love to see them update UI and refresh the content. Take a more minimalist approach.

Rolling out surefire was a breeze. Having a dedicated specialist to walk us through the process was extremely helpful. Having the ability to connect with them at a moments notice allows us to thrive utilizing the Surefire System. They whole team is always will to brainstorm new ideas to help improve the system and take our marketing to the next level. Some one the tools that we love within the system are Power Calls, Power Messaging, customizing campaigns and dynamic video updates. Surefire has many partnerships with various third party companies which makes integration very easy.

The only difficulty we have had is utilizing power-calls through a virtual machine. Sometimes it takes a little while to connect before proceeding forward with the Power Call.

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.

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.

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.