Marketing automation
Workflows triggered by client activity, plus a post-close program for long-term engagement.
Homes AVM vs Surefire
Full CRM, or just the essentials?A fair look at both.
Surefire, from Top of Mind, is a full mortgage CRM and marketing suite. Homes AVM is a focused, done-for-you way to stay in touch with past clients and get found online.
New leadRosa P., calculatorBen H., website form
TalkingMarcus T., refi checkThe Lee family
ApplicationHannah L., cash-outOwen D., purchase
Credit where due
What Surefire does well.
Surefire is a mature mortgage CRM with a long track record. These strengths are real.
Calling, texting and video
A power dialer, text messaging and personal video messages for fast follow-up.
Deep integrations
Connections to POS, LOS, pricing and other systems, with features for retail, consumer-direct and wholesale lenders.
Side by side
Homes AVM and Surefire, feature by feature.
| Our pickHomes AVM | Surefire | |
|---|---|---|
| Full CRM with automated workflows | Yes | Yes |
| Power dialer and text messaging | Yes | Yes |
| Personal video messages | Yes | Yes |
| LOS and POS integrations | Yes | Yes |
| Wholesale and TPO tools | Yes | Yes |
| Personal home report for each client | Yes | Not listed |
| Done-for-you loan officer website | Yes | Not listed |
| Our team prepares your client list | Yes | Not listed |
| Pricing | $25/mo, one plan | Not published; request a demo |
Based on publicly available information on topofmind.com as of October 2026. Features and pricing may change; check topofmind.com for current details. “Not listed” means we couldn’t find it on Top of Mind’s public site. Homes AVM is not affiliated with Top of Mind or Surefire.
Where Homes AVM fits
A full CRM, set up for you.
Homes AVM gives you pipelines, workflows, texting and email sequences, without a long setup project. Connect your CRM or LOS, or upload your list in any format, and our team prepares a personal home report for every client.
Each month they get it again by email, in your name. Your dashboard shows who opened, who clicked, and which clients have high rates or high equity, and lead scoring helps you decide who to call first.
- Pipelines, workflows, texting and email sequences
- Portfolio value, equity and rate mix on your dashboard
- A professional website on your domain, built for you
Portfolio value$84.2MSample data
Total equity$31.6M
Clients at 6.5%+42
Opened this month118
Choosing
Which one fits you.
Surefire may fit better if
Your team is already deep in Surefire workflows and doesn’t want to migrate.
Homes AVM may fit better if
You want a CRM with a power dialer, video messages and wholesale tools, plus home reports and a website built in, with our team handling the setup.
FAQ
Surefire vs Homes AVM questions
Still curious? Talk to us or book a demo.
Is Homes AVM a full CRM like Surefire?
Yes. Homes AVM includes pipelines, workflows, texting, email sequences and lead scoring, alongside client search, notes and activity history. It also includes a power dialer and personal video messages.
Can I keep Surefire and add Homes AVM?
Yes. Export your past clients, upload the file, and Homes AVM adds home reports, the monthly digest and a website alongside your CRM.
How much does Surefire cost?
Top of Mind doesn’t publish Surefire pricing on its website as of October 2026; it offers demos instead. Homes AVM is $25 a month for one plan.
Does Homes AVM integrate with my LOS?
Yes. Homes AVM connects with CRM and LOS systems, and you can still upload any CSV or Excel export for our team to organize.
Start simple. Stay in touch.
Try Homes AVM free for 5 days with your own client list.