“Most features have very serious bugs and the customer service team has zero to little knowledge of the system.”
—Surefire review, G2
Join the top producers at these firms who choose Third Floor
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.
Outdated tools. Invisible support. Endless frustration.
Surefire is clunky, unsupported, and built for yesterday’s workflows.
Their broken automations, poor integrations, and missing support have left mortgage pros doing twice the work to get half the results. Even simple actions require a dozen clicks. Support tickets go unanswered. Critical integrations fail. And loan officers avoid it altogether.
You deserve better.
Surefire customers have spoken
Impossibly complicated
Platform isn’t intuitive. Many features are buried or hard to find. Loan officers don’t want to use it.
Creates more work
Complex tasks require tedious workarounds. Requires 20-30 hours a week from internal admins.
Broken integrations
Reporting is unreliable or broken. Milestones and loan status updates are manual and error-prone.
No customer support
No live chat or phone support. Emails ignored. Users feel abandoned post-sale; even account reps disappear.
Why Third Floor
Third Floor was built from scratch to support modern loan officers, branch managers, and processors. We believe your CRM should make your life easier — not harder. With real-time dashboards, automated communications, intelligent call lists, and human support by phone or email, Third Floor actually helps you close more deals.
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Third Floor gives you a clean pipeline view, intelligent task lists, and automated updates for borrowers and partners. From day one, you’ll have a daily command center, referral tracking that actually works, and a support team who picks up the phone. Our CRM is built to keep your pipeline moving and your people productive.
Third Floor works the way you do
A CRM that speaks your language
You shouldn’t need a certification to use your CRM. Third Floor's clean, modern interface is easy to navigate and quick to learn. It's built around how loan officers think — not how marketers wish they did.
Real humans who know mortgage
Our customer success team speaks your language. No generic scripts, no endless handoffs — just smart, helpful people who actually pick up the phone. You’ll never wonder if we got your message. We answer the phone, respond to emails, and follow up without being asked. Need help? You’ll get it — without being upsold, ghosted, or blamed for using the software “wrong.”
Essential features are just a click away
We don’t bury insights in submenus or expect you to build them yourself. Third Floor puts the most important numbers front and center —no admin, no overwhelm. Spoon-fed reporting— from ROI to referral sources, you get the full picture without needing a Salesforce certification. LOs get the insight they need to grow.
Surefire Reviews
Don’t take our word for it. Here’s what real users and insiders are saying about Surefire — impossibly complicated, creates more work, and support is nowhere to be found.
“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.”
— Surefire review, Capterra
“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.”
— Surefire review, Capterra
“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.”
— Surefire review, Capterra
