# Surefire CRM Reviews **Vendor:** Intercontinental Exchange **Category:** [Mortgage CRM Software](https://www.g2.com/categories/mortgage-crm) **Average Rating:** 4.0/5.0 **Total Reviews:** 20 ## About Surefire CRM From individuals to enterprise lenders, Surefire CRM helps thousands of mortgage lenders and mortgage loan officers win new business, earn repeat business and gain referral business with intuitive, “set it and forget it” workflows and award-winning content that inspires emotional connections with customers. ## Surefire CRM Reviews ### 1. Support for this once great CRM is now AWFULLY bad. **Rating:** 0.0/5.0 stars **Reviewed by:** Brent M. | Senior Mortgage Loan Originator, Small-Business (50 or fewer emp.) **Reviewed Date:** August 30, 2023 **What do you like best about Surefire CRM?** The content in the marketing materials section is solid. Maggie is a lady who hosts training sessions via zoom. She is the most knowledgable person I've found at the company. Zach Chasen who was the sales representatitve I delt with was also pleasant and helpful. **What do you dislike about Surefire CRM?** Years ago when Surefire/Top of mind was owned by somebody else, support was good. Now it is horrible. There is ZERO phone support. There is zero live chat with a support agent. Email requests for support are often ignored and require multiple follow ups to get a response. Seldom is the response helpful. CRMs are complex products and this one effectively has zero support. I regret paying for a subscriptioin last year. A couple weeks before renewl and informed 3 different people at Top of mind that I did not wish to renew. My request to discontinue service was acknowledged by three separate emails yet they charged me $1944.90 and I'm livid. You would be wise to consider other CRM options. **What problems is Surefire CRM solving and how is that benefiting you?** I had hoped that Surefire CRM would help me maintain contact with past clients and business partners in effort to grow my business. Staying in touch by providing valueable information was my goal. ### 2. Great Software IF it integrates with your LOS. **Rating:** 3.5/5.0 stars **Reviewed by:** Nathan G. | Small-Business (50 or fewer emp.) **Reviewed Date:** May 19, 2023 **What do you like best about Surefire CRM?** Surefire has a lot of great content that comes ready to begin marketing in all things purchase related and refinance related. The amount of information it is able to store and take advantage of is great. And the marketing material is great. The Loan Milestones are also well done. It comes pretty ready to go, but is also very customizable. Allowing you to create your own fields, workflows, and marketing material rather quickly. **What do you dislike about Surefire CRM?** The only downside (and I know this because I switched from LendingPad to Arive from a brokerage change) is that if your LOS does not integrate well to import/update both loan status data then this CRM is almost useless. Unless you are only using it to market to inbound leads that you want to dump into respective buckets for marketing automatically. But most API options I have seen will not allow for new loans to be created and updated. So the milestones become useless unless you want to manually move loan information over and manually update statuses. **What problems is Surefire CRM solving and how is that benefiting you?** Marketing automation and working a database of both past clients and new ones. Loan milestones were a major plus if you have a proper integration. So make sure it does that with the LOS. ### 3. Robust Program that can deliver, but the user must take the helm and drive the ship. **Rating:** 4.0/5.0 stars **Reviewed by:** Carl S. | Small-Business (50 or fewer emp.) **Reviewed Date:** April 05, 2023 **What do you like best about Surefire CRM?** Well laid out tool that houses my contacts and provides an ability to sort them by category. **What do you dislike about Surefire CRM?** There seems to be a lack of interface with my loan officer POS origination tool. **What problems is Surefire CRM solving and how is that benefiting you?** This CRM captures my clients data and makes it readily available to me when I need it. I point to my own lack of knowledge about the program when I think of its deficiencies. I am confident that it does much more than I ask it to do. ### 4. Excellent for tracking clients and running multiple marketing and touch campaigns. **Rating:** 4.5/5.0 stars **Reviewed by:** Michael C. | Onboarding and Technology Manager, Mid-Market (51-1000 emp.) **Reviewed Date:** May 17, 2022 **What do you like best about Surefire CRM?** Love the marketing tools. Digital deployments, flyers, single property site and landing pages are all fantastic tools to generate relationships and leads. The client and lead tracking tools are great. **What do you dislike about Surefire CRM?** The connection to openclose isn't the greatest but this is more of an openclose issue than a surefire one. There is a slight learning curve and some difficult concepts but once you've got it down surefire is incredibly easy and user friendly. **What problems is Surefire CRM solving and how is that benefiting you?** Tracking leads, clients, and deals along the pipeline. Marketing to leads and clients. Creating business relationships and partnerships through use of tools and materials. ### 5. A CRM System that is intelligent enough to grow with your company **Rating:** 5.0/5.0 stars **Reviewed by:** Maureen F. | Marketing Vendor Coordinator, Mid-Market (51-1000 emp.) **Reviewed Date:** June 24, 2021 **What do you like best about Surefire CRM?** Their customer service is top-notch. 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 is endless. They are constantly trying to improve their system and take our feedback to the parts of their team that need to hear it. We genuinely appreciate that we can take an idea to them, and they will help us create it inside the CRM. If there is a way to get it done, they will do it. The Top of Mind team has perseverance and a real willingness to help. **What do you dislike about Surefire CRM?** Our most significant difficulty is explaining to a salesperson where to find specific emails inside rules and if they had been deployed/ opened/ read, etc. It is not easy. We have some of the same issues with their reporting section. It doesn't work as intended, and exports don't always work. Creating flyers has definitely improved since we started using the system, but the creation area could also be improved even more. Luckily only one or two of us create the flyers; we do not make the sales team create anything. **Recommendations to others considering Surefire CRM:** Make sure you compare the flexibility of the CRM you are looking at to Surefire. They have greater flexibility with flyers and back-end settings than many other systems. **What problems is Surefire CRM solving and how is that benefiting you?** The problems we are solving are the need for a CRM system that holds our databases, helps us with lead generation, email marketing, in-process touchpoints, flyers, and social media deployment. Surefire solves these problems and much more. We have also been able to have the benefit of integrating other marketing and sales vendors into the system to help us streamline our processes. The benefits are not just our company using a great CRM system. We get the bonus of working with a company that cares. They go above and for their clients. They listen and get to know us. We have formed friendships with them, and we cheer for them just as much as they cheer for us. ### 6. Misses key components of a crm **Rating:** 2.0/5.0 stars **Reviewed by:** Lindsey S. | Marketing Specialist, Mid-Market (51-1000 emp.) **Reviewed Date:** June 18, 2022 **What do you like best about Surefire CRM?** Ease of global contact management, wholesale/TPO contact management and communication abilities, QR code generator for open houses **What do you dislike about Surefire CRM?** Lacks major integrations with other marketing platforms like BombBomb. Not very sophisticated campaign builder, reporting abilities limited. **What problems is Surefire CRM solving and how is that benefiting you?** Surefire is a marketing and CRM platform. We chose to migrate away from Surefire to another platform to meet some needs that Surefire wasn't meeting. ### 7. Surefire CRM is a Great Tool For Your Mortgage Business! **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Financial Services | Mid-Market (51-1000 emp.) **Reviewed Date:** November 23, 2021 **What do you like best about Surefire CRM?** Surefire CRM makes it easy to stay "Top of Mind" with your clients, prospects, referral partners, and more. It truly builds relationships. They have a built-in library of marketing emails and flyers, which is amazing; you basically don't need to do any work becuase the SureFire CRM does it for you. **What do you dislike about Surefire CRM?** There are some features not available that could come in handy. One, for instance, is when sending out an email deployment -- Say you want to target all contacts, but you want to exclude those who tagged with a specific tag. You cannot do it simply from the deployment screen. Instead, you have to create a saved search group. Not a big deal, but it would save time! SureFire does allow you to put feature requests in for future ideas for their team. **What problems is Surefire CRM solving and how is that benefiting you?** Surefire is great when sending borrowers emails in regards to any timely news, reminding prospects that now is the time to buy and also to remind past clients that they may be able to refinance their existing mortgage. Using SureFire helps keep you Top of Mind with ALL of your contacts. ### 8. Easy to use at a basic level, a little buggy. **Rating:** 4.0/5.0 stars **Reviewed by:** Aaron B. | Software Developer, Mid-Market (51-1000 emp.) **Reviewed Date:** July 28, 2021 **What do you like best about Surefire CRM?** Surefire has good help documentation that makes it easy to learn to use their system, at least at a basic level. Our rep has always been willing to help us find the answers that the documentation doesn't provide. Surefire also has a pretty solid API, and we were easily able to build an integration with it. Surefire also has a great content library, and they have dynamic video generation that allows you to send personalized videos out to clients. **What do you dislike about Surefire CRM?** There are times when it's clear that Surefire is a work in progress, and I've run into a few bugs or inconveniences surrounding the user experience. Generating reports can be a bit confusing and slow. **Recommendations to others considering Surefire CRM:** If you're planning on integrating Surefire with any other solution you are using, take a look at their documentation here: http://public-api-docs.surefire3.com/. If you're planning on making use of email campaigns, have the triggers and rules hammered out and discuss them with your rep to make sure that Surefire will be able to do what you need it to. **What problems is Surefire CRM solving and how is that benefiting you?** Surefire helps us with email drip campaigns and marketing. We've dealt with a couple of other email marketing tools (Salesforce Marketing Cloud, Hubspot), and Surefire was by far the easiest to set up and use. ### 9. Surefire CRM for Mortgage Company **Rating:** 2.0/5.0 stars **Reviewed by:** Verified User in Financial Services | Mid-Market (51-1000 emp.) **Reviewed Date:** July 08, 2022 **What do you like best about Surefire CRM?** Lightweight interface that loads fast. Variety of options for email and text message marketing. **What do you dislike about Surefire CRM?** Customer and technical support is very delayed in their responses. We often have implementation issues. Features don't function as expected. **What problems is Surefire CRM solving and how is that benefiting you?** Email and text message marketing to our clients and new prospects ### 10. Awesome options, almost too many functions to fully realize. Great client communications tool **Rating:** 5.0/5.0 stars **Reviewed by:** Brad O. | Director Of Mortgage Origination, Mid-Market (51-1000 emp.) **Reviewed Date:** November 30, 2021 **What do you like best about Surefire CRM?** The automated messages and videos that are sent to clients. **What do you dislike about Surefire CRM?** Difficult to find all the different tools in the marketing section **Recommendations to others considering Surefire CRM:** Awesome product. Using Surefire helped my business tremendously. I'm Still learning the vast capabilities of the system. Increased client communications and repeat business already. **What problems is Surefire CRM solving and how is that benefiting you?** Tracking the loans as they pass through the pipeline. I now have awareness and production totals at my fingertips ### 11. A feature-packed CRM specifically designed for the mortgage industry **Rating:** 5.0/5.0 stars **Reviewed by:** Ian N. | Associate Director of Marketing, Mid-Market (51-1000 emp.) **Reviewed Date:** June 07, 2021 **What do you like best about Surefire CRM?** The robust features and customer service **What do you dislike about Surefire CRM?** Can be too complicated for some LO's use **Recommendations to others considering Surefire CRM:** If you're looking for a CRM that can help you take your marketing to the next level, Surefire is it. The suite of features that they offer is hard to beat for the price. Additionally, it's specific to the mortgage industry so it comes loaded with great mortgage content. Making small tweaks or changes to existing content is a breeze or you can create your own from scratch. The flexibility and customization for your leads and clients are fantastic but Surefire took it a step further and offer that same flexibility and customization for your users as well. If customer support is important to you, Surefire excels at this too. Their team is so unbelievably dedicated to your success, at times it feels like they work at your company. That said, I'd recommend having someone or someones at your company dedicated to it because with all of those features comes a decent-sized learning curve. **What problems is Surefire CRM solving and how is that benefiting you?** The automation and integration features solve the issue of lack of adoption or intimidation that our Loan Officers often feel about technology. We can create the content, set up the rules and have our system keeping our leads and clients informed while the Loan Officers focus on what they do best. Surefire's constant updates and upgrades allow us to stay ahead of the curve by offering features that you wouldn't find on other CRM's for the price. ### 12. I use SureFire for marketing **Rating:** 5.0/5.0 stars **Reviewed by:** Brian S. | COO, Mid-Market (51-1000 emp.) **Reviewed Date:** November 30, 2021 **What do you like best about Surefire CRM?** I like the automation of sending my marketing emails to my database. **What do you dislike about Surefire CRM?** I don't think the navigation menus are as user friendly as they could be, but that's a minor issue **What problems is Surefire CRM solving and how is that benefiting you?** I'm finally marketing consistently to my clients and lead sources ### 13. Outstanding Customer Support **Rating:** 5.0/5.0 stars **Reviewed by:** Holly F. | Brand Social Media Director, Mid-Market (51-1000 emp.) **Reviewed Date:** March 16, 2021 **What do you like best about Surefire CRM?** As the company administrator for apx 350 users, I really love the SureFire customer support team. I have worked hand-in-hand with their team for 5 years as a primary admin for two lenders. To streamline support requests, all questions/ideas/issues came to me directly. I was thankful to have a relationship with their team to where I knew I could reach out (on literally anything) and I would get a timely, friendly response. Simply put...they're great! They are open to ideas and they are more than happy to help with anything I've ever needed them for. From the end-user perspective, I find SureFire 3.0 to be one of the most robust and user-friendly CRMs out there. **What do you dislike about Surefire CRM?** There really aren't many downsides. Any system could always offer more, but I feel like SureFire has really stepped up their game with the 3.0 platform. The bells and whistles are there, and they're always rolling out relevant features that are necessary in today's lending environment. I mean if I HAD to find a dislike, I guess there are a few things that I'm still waiting to see in a user's profile like the ability to carbon copy someone; however, things like that are so minimal, and so few and far between that I almost feel bad saying it. **Recommendations to others considering Surefire CRM:** At least do a demo with these guys. It's worth your time. **What problems is Surefire CRM solving and how is that benefiting you?** The ability to utilize automated, customized communications across a variety of platforms has been key. We all know top producing people don't have time to remember to send out this message or that message, and this system gives you the ability to completely customize your sales process from start to finish. I also love the various options to segment your existing databases to find hidden gems of opportunities where you can get out there and get in front of your current, past and future borrowers. When I show our team the opportunities at their fingertips and how easy it is to execute certain tasks...they're stunned. With the new integration with Simple Nexus and some of the other features that are rolling out soon...the sky is the limit. ### 14. Mortgage Marketing Engine **Rating:** 4.5/5.0 stars **Reviewed by:** Himanshu A. | Software Development Engineer in Test, Small-Business (50 or fewer emp.) **Reviewed Date:** July 29, 2021 **What do you like best about Surefire CRM?** It is the top-rated Mortgage Marketing Engine. you can automate your work from this and can see the value of this from day one. it's managing the marketing automatically. it increases your speed and helps you to win the game. you can easily create a new client with the help of this. **What do you dislike about Surefire CRM?** there is nothing to dislike. it's just that some of the features are not properly described due to which new user is not able to properly used that. **What problems is Surefire CRM solving and how is that benefiting you?** It helps basically automates lots of your work due to which your speed increases and you can spend your time in another job. ### 15. simple and through **Rating:** 5.0/5.0 stars **Reviewed by:** David Sanchez R. | Real Estate Agent, Mid-Market (51-1000 emp.) **Reviewed Date:** August 26, 2021 **What do you like best about Surefire CRM?** The marketing platform is fantastic and easy to use and to collaborate. You can have marketing assistants impersonate the LO and do the work for the LO's **What do you dislike about Surefire CRM?** a little hard to learn to use at first , it took a while to get everyone using it **What problems is Surefire CRM solving and how is that benefiting you?** our loan officers are now using the marketing platform ### 16. Even the best flights have some turbulence **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Financial Services | Mid-Market (51-1000 emp.) **Reviewed Date:** December 10, 2020 **What do you like best about Surefire CRM?** I love that Surefire is constantly updating their content. Yes some of the content is quarky or cheesy but they also have some super useful for client's as well. Obviously the best part is when you understand how to use the software you can customize your content and workflows to make them your own. And it's nice to know that your clients are marketing is on the "cruise control" speed that you choose. The weekly online trainings that are super useful! Another invaluable benefit they provide as a company is that they take feedback from clients to help improve their platform. Within the last year they've added a handful of useful features to the platform w/o increasing the price. **What do you dislike about Surefire CRM?** I manage the platform for over 100 LO's and user adoption is the hardest part. Not that they don't want to use it... but it takes a level of commitment to figure everything out (like all the available content, work-flows, how to get clients subscribed to workflows, customizing things, etc). They provide weekly online trainings - and those are super helpful. But in many cases there is a real need for one-on-one trainings or answers to questions beyond my scope of knowledge as the company admin. Our account rep was good at responding and resolving solutions. But usually response times for those questions / concerns was a day or 2 at least. So it'd be nice if they had more CSR's who could chat or take inbound support calls. **Recommendations to others considering Surefire CRM:** Are you looking for a full integration with your LOS? Surefire does have a full integration with some of the most popular LOS **What problems is Surefire CRM solving and how is that benefiting you?** Drip marketing campaigns. Postcard mailings. Pipeline management. Communication ### 17. User Friendly **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Insurance | Enterprise (> 1000 emp.) **Reviewed Date:** August 24, 2021 **What do you like best about Surefire CRM?** That I can navigate easily through the plans and compare all in one screen, **What do you dislike about Surefire CRM?** I wish we could compare more than 2-3 plans at a time. **What problems is Surefire CRM solving and how is that benefiting you?** Helping clients easily select plans and makes it easier for me to help them. ### 18. Best Marketing CRM **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Education Management | Mid-Market (51-1000 emp.) **Reviewed Date:** August 17, 2021 **What do you like best about Surefire CRM?** Robust and user friendly Platform with great customer service **What do you dislike about Surefire CRM?** LAck of training ,the customer service team is not readily approachable and not very informative and knowledgeable about the platform. **What problems is Surefire CRM solving and how is that benefiting you?** Retaining customers using auto follow up mechanism ### 19. was great at first but now their customer service has gone down hill **Rating:** 3.0/5.0 stars **Reviewed by:** Verified User in Financial Services | Mid-Market (51-1000 emp.) **Reviewed Date:** April 06, 2020 **What do you like best about Surefire CRM?** its pretty easy to use and it has lots of great features **What do you dislike about Surefire CRM?** lots of features have to be manipulated to work properly. Most features have very serious bugs and the customer service team has zero to little knowledge of the system. I feel like i know more about it than they do. **Recommendations to others considering Surefire CRM:** We are switching from Surefire in about a month because their customer service is so bad. **What problems is Surefire CRM solving and how is that benefiting you?** Customer retention, self serve marketing for the sales folks. ( flyers, property sites, etc.) ### 20. Greatest crm out there **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Real Estate | Mid-Market (51-1000 emp.) **Reviewed Date:** January 11, 2019 **What do you like best about Surefire CRM?** How user friendly the crm is and the drip campaigns you can use. Also the milestones it gives to my client and referral partners. **What do you dislike about Surefire CRM?** Nothing to dislike really. Everything is so easy to use **What problems is Surefire CRM solving and how is that benefiting you?** Automated follow up systems to keep clients involved and to make sure they don’t lose contact with me. ## Surefire CRM Discussions - [What is Surefire CRM used for?](https://www.g2.com/discussions/what-is-surefire-crm-used-for) - [View Surefire CRM pricing details and edition comparison](https://www.g2.com/products/surefire-crm/reviews?section=pricing&secure%5Bexpires_at%5D=2026-05-13+09%3A28%3A14+-0500&secure%5Bsession_id%5D=b5e03531-6134-45be-a7d1-cecab773fc9e&secure%5Btoken%5D=e726f20060d93f6af527424216b567a5ff961d7a4ed39a20a83de19aa47a919e&format=llm_user) ## Surefire CRM Features **Loan Services** - LOS Integration - Mortage CRM - Alerts - Mortgage CRM - Lender Relationship - Mortgage CRM - Compliance - Mortgage CRM **Client Management** - Contact Management - Mortgage CRM - Real Estate CRM - Mortgage CRM - Email Marketing Automation - Mortgage CRM **Agentic AI - Mortgage CRM** - Autonomous Task Execution - Multi-step Planning - Cross-system Integration - Adaptive Learning - Proactive Assistance - Decision Making ## Top Surefire CRM Alternatives - [BNTouch Mortgage CRM](https://www.g2.com/products/bntouch-mortgage-crm/reviews) - 4.6/5.0 (62 reviews) - [Total Expert](https://www.g2.com/products/total-expert/reviews) - 4.5/5.0 (149 reviews) - [Jungo: The Mortgage App](https://www.g2.com/products/jungo-the-mortgage-app/reviews) - 4.5/5.0 (20 reviews)