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SurefireCRM is high tech and high touch

With Mortgage CRM, Know When to Automate — and When to Apply a Human Touch

Sep 09, 2020

Ellie Mae, one of our longest-standing integration partners, describes its mission as “automating everything automatable.” It’s a great statement that forces one to consider what should be — and what should not be — automated.

Without a mortgage CRM handling marketing automation, loan originators cannot effectively scale their businesses. There are simply not enough hours in the day to follow up with a growing database of prospects, clients and referral partners, leaving originators with three choices: stay small, hire a full-time marketing team or embrace marketing automation technology. From a cost-benefit perspective, marketing automation is the obvious winner.


Give Surefire a Try!

The best way to find out what we offer is to try it out yourself. We’re confident that you’ll like what you see.

Top of Mind is constantly introducing new automation features to Surefire CRM that make it easy for loan originators to engage customers across multiple channels at scale, from our 5-year, set-it-and-forget-it Client for Life workflow to our recently launched Power Messaging, which enables lenders to meet prospects where they are: on their mobile devices.

But what about the stuff that CAN’T be automated? This is an area where Top of Mind excels — and where other companies often leave lenders to fend for themselves.

Closing gifts are a great example of how we deliver marketing automation with a human touch. Our team handcrafts every address stamper we mail on a lender’s behalf right here in our corporate headquarters in Atlanta, Georgia. Each stamper is personalized with the proud new homeowner’s name and address, and we put the loan originator’s information on the handle as a long-lasting way to keep in touch.

Sure, it’d be cheaper to outsource production overseas — but then we’d lose control over the quality control process, and we would be subject to unexpected delays that inevitably impact international shipping. We treat your customer with the same respect as you do, so we understand some things are just too important to automate.

The “other guys” often leave lenders high and dry when it comes to timely content, too. Our team of industry experts keeps an eye on the markets and the regulatory environment at all times. When a change warrants immediate customer outreach, Top of Mind is ready with relevant, timely content you can trust — and that you can easily brand (or co-brand with a referral partner) and deploy through the best mortgage CRM, Surefire.

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