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Surefire CRM

CRM and lead management software for mortgage businesses

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Surefire CRM Pricing, Features, Reviews and Alternatives

Surefire CRM product overview

What is Surefire CRM?

Surefire CRM is a customer relationship management software designed to help mortgage businesses generate leads and streamline marketing operations. Supervisors can collect prospect information using custom forms, surveys or landing pages and store the contact details of leads in a centralized database.

Typical customers

Freelancers
Small businesses
Mid size businesses
Large enterprises

Platforms supported

Web
Android
iPhone/iPad

Support options

Chat
FAQs/Forum
Phone Support
Knowledge Base
Email/Help Desk

Training options

Live Online
Webinars
In Person
Documentation
Videos

Surefire CRM pricing information

Value for money

4.8

/5

44

Starting from

No info

Flat Rate

Pricing options

Free plan
Subscription
Free trial
Pricing range

Value for money contenders

Surefire CRM features

Functionality

4.6

/5

44
Total Features34 1 categories

Most valued features by users

Reporting & Statistics
Activity Dashboard
API
Compliance Management
Third Party Integrations
Workflow Management
Contact Management
Pipeline Management

Functionality contenders

Surefire CRM users reviews

Overall rating

4.8

/5

44

Positive reviews

100%

Write a review
Rating breakdown
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend9.18/10
Rating distribution

5

4

3

2

1

35

9

0

0

0

Pros
I can market on behalf of all of my companies LOs. I get fantastic support from Top of Mind to help me help my LOs.

bs

blake s.

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.

DS

David S.

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.

KG

Kate G.

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

KA

Karla A.

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.

IK

Ian K.

All in all, it makes no sense to list anything specific here.

AP

Ann P.

Overall rating contenders

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend10/10

Share this review:

The Right Arm To The Marketing Department

Reviewed a year ago

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...

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.

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.

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend10/10

Share this review:

It's all about the relationships.

Reviewed a year ago

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!

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!

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend10/10

Share this review:

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

Reviewed 2 months ago

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.

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend5/10

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Surefire - overall very good

Reviewed a year ago

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.

Vendor response

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.

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend9/10

Share this review:

Excellent Product and service

Reviewed 4 months ago
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.

Surefire CRM FAQs and common questions

Surefire CRM has the following pricing plans:
Pricing model: Subscription


Surefire CRM has the following typical customers:
Freelancers, Large Enterprises, Mid Size Business, Small Business


Surefire CRM supports the following languages:
English


Surefire CRM supports the following devices:
Android


Yes, Surefire CRM has an API available for use.


Surefire CRM integrates with the following applications:
BombBomb, LendingQB, Floify, LoansPQ, Zapier, LendingPad, Blend, SimpleNexus, Salesforce App Cloud


Surefire CRM offers the following support options:
Chat, FAQs/Forum, Phone Support, Knowledge Base, Email/Help Desk

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