--- title: "Surefire CRM Reviews 2026. Verified Reviews, Pros & Cons | Capterra" description: "Is Surefire CRM the right Mortgage solution for you? Explore 55 verified user reviews from people in industries like yours to make a confident choice." source_url: "https://www.capterra.com/p/202529/Surefire-CRM/reviews/" page_type: "reviews" language: "en" publication_date: "2026-10-21" --- Surefire CRM 4.5 (55) Provider data verified by our Software Research team, and reviews moderated by our Reviews Verification team. [Learn more](https://www.capterra.com/our-story/) * * * Last updated October 21st, 2026 # Reviews of Surefire CRM Ease of use 4.1 Customer Service 4.4 ## Pros and Cons in Reviews AL Adam L Manager Financial Services, 51 - 200 employeesUsed the software for: 6-12 months. “The only feature I like about surefire is that the marketing content is updated often.“ July 7, 2023 RG Ron G Operations ManagerReal Estate, 11 - 50 employeesUsed the software for: 6-12 months. “Its expensive nature limits user growth, and is not designed for a large scale operation, or medium to small scale operation like ours.“ March 13, 2024 MW Mark W Mortgage BrokerFinancial Services, 11 - 50 employeesUsed the software for: More than 2 years. “It's easy.“ March 13, 2023 LA Lloyd A OwnerConstruction, 2 - 10 employeesUsed the software for: 6-12 months. “Again we are forced to be the once that initiate the follow up after patiently waiting a week for a response.“ March 20, 2023 SM Sheila M Loan OrignatorReal Estate, 2 - 10 employeesUsed the software for: 6-12 months. “I love all the different things you can do from creating websites, to flyers, to sending out milestone emails.“ June 8, 2021 JW Jason W OwnerFinancial Services, 51 - 200 employeesUsed the software for: More than 2 years. “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.“ August 17, 2022 AD Amy D Business Development ManagerReal Estate, 51 - 200 employeesUsed the software for: 1-2 years. “The mass email tools have helped us easily contact our database regarding events and updates.“ February 9, 2021 JW Jason W OwnerFinancial Services, 51 - 200 employeesUsed the software for: More than 2 years. “Also the powercalls is a pain to use in all ways. “ August 17, 2022 ## Showing most helpful reviews Showing 1-25 of 55 available reviews Sort by: Most Helpful Rating Company Size Reviewer's Role Length of Use Frequency of Use R Reviewer Marketing Manager Used the software for: 3-5 years ### "SureFire Review" July 20, 2020 5.0 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! Pros 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. Cons 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. Review Source R Reviewer Mortgage Originator Used the software for: Less than 1 year ### "Great CRM!" September 18, 2020 5.0 The support they provide the user is the best I have found. The people truly care and they are responsive. #1 by far of any CRM we have used. Pros Surefire provides almost instant plug and play for loan originators to market to leads, prospects, and clients. The campaigns are built for you and are customizable. Their are different type of campaigns depending your style or the image you wish to represent to the public. Cons I wish the software had an Realtor portal. Where we could jointly manage leads with Realtors, sharing not only lead data but contextual notes back and forth. Also the integration with Mortgage Coach was a big deal for us. However, you have to be an enterprise user with Mortgage Coach (10 paid licenses) before Mortgage Coach will make the integration. That seems like something Surefire and Mortgage Coach should work out. Don't advertise it integrates, without the disclosure. Review Source Lloyd A. Owner Used the software for: Less than 1 year ### "Your money is their only consideration! " March 21, 2023 1.0 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. Pros 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. Cons 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". Review Source R Reviewer Marketing Media Specialist/Digital Media Producer Used the software for: 3-5 years ### "Easy to "Set and Forget"" July 28, 2020 4.0 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. Pros 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. Cons 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. Review Source R Reviewer Marketing Coordinator Used the software for: 3-5 years ### "Surefire takes your marketing to the next level." November 12, 2020 5.0 Great. Specifically our Account Managers, \[SENSITIVE CONTENT HIDDEN\]. They are great listeners, even better teachers and provide constant support for all of Gershman Mortgage's Surefire marketing needs. Pros The customization of this platform allows for endless marketing opportunities. From emailing to texting to lead capture and management, Surefire is everything you want it to be, you just have to learn the platform and become familiar with all the features at hand. My favorite parts are the Single Property Site function, the ProSeries emails to customers, Markets in a Minute emails to real estate agents and the texting functions. They're always coming out with new features and taking suggestions on features which you want to see. 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. Questions are always welcome, and if you can't figure something out on your own submitting a support ticket is the way to go! Quick response times with detailed responses, they truly are on your side and want you to succeed in using Surefire! Cons I would say that the advanced search function is somewhat difficult to use and requires some time to learn it, and some of admin settings take some getting used to as far as understanding what they control, but everything else is top notch. Review Source R Reviewer Manager Used the software for: Less than 1 year ### "Don't waste your time or money " July 10, 2023 1.0 Horrible experience, most features don't work correctly and unless you want a full-time job I would stay far away from Surefire/Top of mind. Pros The only feature I like about surefire is that the marketing content is updated often. Cons I had to upload all the data every day for the whole company, and I had to have a program written for the calyx data to be uploaded in the correct CSV format, and we are still having issues with it. Support tickets go unresponded for weeks, and lately, I work 20-30 hours a week helping the whole company upload lists, deploy content and answer overall questions on how the CRM works. Review Source R Reviewer Chief Marketing Officer Used the software for: 3-5 years ### "Here is why I highly recommend Surefire CRM" July 21, 2020 5.0 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. Pros Single Property sites workflows reporting compliance contact management data management Cons Not an urgent issue but i would love to see them update UI and refresh the content. Take a more minimalist approach. Review Source R Reviewer Director of Marketing Used the software for: 3-5 years ### "A feature-packed CRM designed with mortgage professionals in mind. " June 9, 2021 5.0 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. Review Source R Reviewer Marketing Specialist Used the software for: 3-5 years ### "Surefire is Great" August 12, 2021 4.0 Overall Surefire has helped us to keep our contacts managed, keep events pertaining to them such as Birthdays and Loan Anniversaries Top Of Mind, and market to them in an easy straightforward way. Pros I appreciate the overall ease of use with this software. the reminders are great, and the tags feature is very helpful. Doing our normal tasks like creating and starting workflows, managing them, and creating and sending email blasts is super easy to understand and not tedious. Cons I do feel that there could be some refinement and small improvements such as options to search any field in the quick search for contacts, instead of views. One major feature we miss would be the ability to view and remove/edit emails that are going to the same email multiple times when you send ( on the exclusions page be able to sort by email and remove duplicates without having to re- go through the tabs again) As a colleauge recently helped me discover it would be VERY helpful it there were more optional integrations with Encompass such as being able to import fields into TOM such as credit score, loan type closing date etc, so we could search and do more targeted marketing with email blasts based on that information. Review Source R Reviewer Director of Marketing Used the software for: 3-5 years ### "Surefire took our business to the next level!" July 20, 2020 5.0 Pros 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. Cons 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. Review Source Mike W. LO Used the software for: Less than 1 year ### "Surefire does it all!" August 1, 2021 5.0 Consistent marketing and follow up ability. Pros The ability to create automated marketing and follo0w up systems. Cons I can't really say it is a detriment but the over abundance of content can make it cumbersome. Review Source R Reviewer Systems Administrator Used the software for: 3-5 years ### "Let your Loan Originators originate!" September 8, 2020 5.0 Branding is an easy area to losing focus and with our business model and marketing team we are able to better control our brand, but more importantly Surefire allows our LOs to focus on what they do best and leave the marketing to my department. 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 Cons Some features could be more intuitive and analytics could be better. Review Source R Reviewer President Used the software for: 3-5 years ### "Surefire is a great CRM " March 26, 2021 4.0 Overall experience has been very good. Pros The software is easy to use and the customer support is great. Cons It was a big jump from the early version to the updated version and a little difficult. Review Source R Reviewer Senior Loan Originator Used the software for: 3-5 years ### "User / Former Associate" July 30, 2021 5.0 Excellent CRM! Pros How can you not like a product you supported/taught for 6.5 years... was a user for three years prior to working there. System logic is great. Content is superior and timely. Client support is excellent. Cons Learning curve is a bit lengthy and can be steep. Be prepared to be involved regularly to learn the system. Review Source R Reviewer Vice President IT/ Marketing Used the software for: Less than 1 year ### "Wonderful content and professional staff" May 20, 2021 5.0 Pros I love the automation emails and the videos are so warming and informative. Wonderful tool for new home buyers and even some novice home buyers. Cons It seems there is something missing, until you log in the next day and either find what you missed or support had built it overnight. All you have to do is ask and it's there. Review Source R Reviewer President Used the software for: Less than 1 year ### "Great for Integrations and Marketing" May 19, 2021 5.0 So far, everything is almost hooked up. Great customer service helping me get everything just right. Pros I love the customer service because we have a complex setup of technologies that we utulize for efficiency. This was able to plug into, and inegrate with almost everything. Cons I think it would be great if they would integrate into a phone, like 8x8 or Ring Central. We know the phone companies offer the integration, but you have to use their phone service which is connected through Twilio. Review Source R Reviewer President Used the software for: 1-3 years ### "Great Technology!" July 30, 2021 5.0 Pros Easy to use, I like the CRM aspect and mass mailings Cons The new update is a little tricky when it comes to dynamic groups, but they helped me figure it out Review Source R Reviewer Loan Officer Used the software for: Less than 1 year ### "Great CRM" August 1, 2021 5.0 I'm new to it, but loving it so far. Pros Love the features Surefire offers! Great content, like the different deployment options, etc. Cons Add a Contact Type of: Transaction Coordinator. If we impress TC's, then we can gain more business. Review Source Maureen F. Marketing Vendor Coordinator Used the software for: 3-5 years ### "The Right Arm To The Marketing Department" July 1, 2020 5.0 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. Review Source R Reviewer Director of Marketing Used the software for: 1-3 years ### "The best marketing automation software out there for the mortgage industry!" June 10, 2020 5.0 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. 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. Review Source JW Jason W. Owner Used the software for: 3-5 years ### "No Customer Service" August 24, 2022 4.0 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. 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. Review Source BP Brittany P. VP, Director of Marketing Used the software for: 1-3 years ### "Every Feature Has Value!" June 10, 2020 5.0 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. 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. Review Source R Reviewer Operations Manager Used the software for: Less than 1 year ### "My Honest Review of Surefire CRM for the Mortgage Industry" May 1, 2024 2.0 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. 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. Review Source Mark W. Mortgage Broker Used the software for: 3-5 years ### "Surefire CRM Review" March 15, 2023 5.0 Pro. Will continue to use for my CRM. 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. Review Source R Reviewer Marketing Manager Used the software for: 3-5 years ### "It's all about the relationships." June 11, 2020 5.0 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! 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