Surefire connector
Automate Mortgage Marketing and CRM Workflows with Surefire Integrations
Connect Surefire to your loan origination, CRM, and data platforms to keep borrower communications timely, personalized, and fully automated.
What can you do with the Surefire connector?
Surefire is the mortgage industry's leading CRM and marketing automation platform, trusted by loan officers and lenders to nurture borrower relationships and drive repeat business. Integrating Surefire with your loan origination system, POS tools, and business intelligence stack keeps contact records, loan milestones, and campaign triggers in sync. With tray.ai, you can build multi-step workflows that cut out manual data entry, speed up campaign launches, and keep your entire mortgage pipeline connected.
Automate & integrate Surefire
Automating Surefire business process or integrating Surefire data is made easy with tray.ai
Use case
Loan Milestone-Triggered Marketing Campaigns
When a loan status changes in your LOS — application received, appraisal ordered, clear to close — automatically trigger the right Surefire campaign or drip sequence. Borrowers get relevant, timely communications at every stage without loan officers manually starting each campaign. Tying messaging to actual loan progress improves the borrower experience and cuts down on dropped communications.
Use case
New Lead Enrollment from POS and Lead Sources
Automatically enroll new leads from point-of-sale systems like Encompass Consumer Connect, Blend, or third-party lead aggregators directly into Surefire as new contacts with the correct campaign assigned. Mapping lead source, loan type, and referral partner data at the time of creation means contacts are segmented accurately from day one. This removes the lag between lead capture and first touch that often costs loan officers conversion opportunities.
Use case
Referral Partner Relationship Management
Sync real estate agent and referral partner data between your CRM, LOS, and Surefire to keep co-marketing campaigns, co-branded collateral, and partner nurture sequences current. When a partner closes a deal or hits a transaction threshold, automatically trigger a milestone campaign or send a personalized thank-you. Managing active partner relationships at scale gets a lot more feasible when the workflow runs itself.
Use case
Post-Close and Annual Review Automation
After a loan closes in your LOS, automatically enroll the borrower in Surefire's post-close nurture or anniversary campaign to maintain the relationship and generate repeat and referral business. Syncing closed loan dates and anniversary data ensures these long-term campaigns fire at exactly the right moment, years down the road. One-time closings become lifetime customer relationships without any ongoing manual effort.
Use case
Contact Record Deduplication and Data Hygiene
When contact data flows into Surefire from multiple sources — LOS exports, manual imports, web forms, and lead aggregators — duplicate and inconsistent records pile up fast. Use tray.ai to check for existing contacts before creating new Surefire records, and to standardize field values like phone format, loan type, and referral source on the way in. Clean data in Surefire means more accurate campaign targeting and better deliverability.
Use case
Loan Officer Onboarding and Campaign Assignment
When a new loan officer is added to your HR or user management system, automatically provision their Surefire account, assign standard campaign libraries, and configure their contact import settings. Every loan officer starts with the right marketing assets and campaigns in place, which cuts ramp time and keeps brand compliance intact from day one. This matters especially for distributed lending teams and IMBs scaling their headcount.
Use case
CRM and Business Intelligence Reporting Sync
Push Surefire campaign engagement data — opens, clicks, unsubscribes, and campaign completions — to your data warehouse or BI tool for unified reporting alongside loan production metrics. Knowing which campaigns correlate with closed loans helps marketing and sales leadership make smarter decisions about content investment. This integration closes the loop between marketing activity and actual revenue outcomes.
Build Surefire Agents
Give agents secure and governed access to Surefire through Agent Builder and Agent Gateway for MCP.
Data Source
Look Up Contact Details
An agent can retrieve contact profiles from Surefire, including names, addresses, loan history, and relationship data. This gives downstream workflows the context they need for personalized outreach.
Data Source
Fetch Campaign Performance Metrics
An agent can pull campaign engagement stats like open rates, click-through rates, and response data from Surefire. This makes it easy to see what's working and which campaigns are actually moving clients to act.
Data Source
Retrieve Scheduled Touchpoints
An agent can query upcoming scheduled communications for contacts or groups within Surefire. This lets the agent coordinate timing and avoid sending duplicate outreach across channels.
Data Source
Search Contact Groups and Segments
An agent can look up contact groups, tags, and segmentation data to find the right audience for targeted campaigns. Messages go to contacts matched by loan status, life events, or relationship stage — not just everyone.
Data Source
Monitor Subscription and Opt-Out Status
An agent can check a contact's communication preferences and opt-out status before triggering any outreach. This keeps you compliant with messaging regulations and respects what clients have actually asked for.
Agent Tool
Create or Update Contacts
An agent can add new contacts or update existing records in Surefire with fresh data from a CRM, LOS, or other source. This keeps your marketing database accurate so campaigns reach the right people.
Agent Tool
Enroll Contacts in Campaigns
An agent can automatically enroll contacts into Surefire campaigns based on triggers like loan milestones, anniversary dates, or lead source. Timely, personalized marketing without anyone doing it by hand.
Agent Tool
Remove Contacts from Campaigns
An agent can unenroll contacts from active campaigns when conditions change — a loan closes, a contact opts out. This stops irrelevant messages from going out and keeps the client experience intact.
Agent Tool
Assign Contacts to Groups
An agent can organize contacts into the right groups or segments within Surefire based on criteria from external systems. Contacts end up in the nurture sequences that actually apply to them.
Agent Tool
Trigger Specific Email or Print Touchpoints
An agent can fire off individual email or direct mail touchpoints for a specific contact on demand. Useful for timely follow-ups, congratulatory notes, or re-engagement tied to something that just happened in the real world.
Agent Tool
Update Contact Tags and Custom Fields
An agent can modify tags and custom field values on contact records to reflect changes in status, preferences, or loan pipeline stage. This keeps segmentation accurate and stops downstream automation from running on stale data.
Agent Tool
Sync Loan Officer Assignments
An agent can update or reassign the loan officer linked to a contact record in Surefire when team changes happen. All future marketing communications then reflect who actually owns that relationship.
Get started with our Surefire connector today
If you would like to get started with the tray.ai Surefire connector today then speak to one of our team.
Surefire Challenges
What challenges are there when working with Surefire and how will using Tray.ai help?
Challenge
Keeping Surefire Contacts Synchronized with the LOS in Real Time
Contact data in Surefire goes stale fast when loan officers manually export and import files from their LOS. Campaigns fire with outdated phone numbers, email addresses, or loan officer assignments. Borrowers get communications that feel off, or that reference incorrect loan details — and that kind of friction does real damage at moments that matter.
How Tray.ai Can Help:
tray.ai connects directly to both Surefire and your LOS APIs, enabling real-time or near-real-time sync of contact records, loan data, and loan officer assignments without any manual file exports. Field mapping configurations handle data transformations — formatting phone numbers, standardizing loan type values — automatically on every record update.
Challenge
Triggering Campaigns Based on Complex Multi-System Logic
Mortgage marketing workflows rarely depend on a single data point. Campaign assignment often requires logic that weighs loan type, loan officer, branch, lead source, and borrower credit tier at the same time — inputs that Surefire alone can't evaluate without data from external systems. Building this logic in manual workflows or spreadsheets is error-prone and doesn't scale.
How Tray.ai Can Help:
tray.ai's workflow builder supports multi-branch conditional logic, lookup tables, and data transformations that can evaluate inputs from multiple connected systems before deciding which Surefire campaign to trigger. Your campaign assignment rules can be as sophisticated as your business requires without writing custom code.
Challenge
Avoiding Duplicate Contacts and Campaign Overlaps
When leads flow into Surefire from multiple sources — web forms, LOS imports, referral partner submissions, and manual entry — duplicate contact records are nearly inevitable. Borrowers end up receiving the same campaign more than once, engagement reporting gets skewed, and list management becomes a constant manual chore for marketing administrators.
How Tray.ai Can Help:
tray.ai workflows search Surefire for existing contacts by email or phone before creating new records, merging or updating existing contacts when a match is found rather than creating duplicates. This deduplication logic runs automatically on every inbound record regardless of source, keeping your Surefire database clean without manual review.
Challenge
Connecting Surefire Marketing Activity to Loan Production Outcomes
Marketing teams using Surefire often can't tie campaign engagement to actual closed loan outcomes because engagement data lives in Surefire while production data lives in the LOS and often a separate BI tool. Without that connection, it's impossible to prove marketing ROI or make smart decisions about where to put campaign budget.
How Tray.ai Can Help:
tray.ai can extract campaign engagement data from Surefire and loan production data from the LOS on a scheduled basis, joining and loading both datasets into a data warehouse like Snowflake or BigQuery. Marketing and executive teams get a unified view of which campaigns and sequences correlate with closed loans and referral volume.
Challenge
Scaling Marketing Compliance Across a Distributed Loan Officer Team
Lenders with dozens or hundreds of loan officers face a real compliance problem: making sure every LO uses approved Surefire campaigns, branded templates, and compliant messaging rather than rolling their own. Manual audits of Surefire campaign usage are slow and rarely catch issues before something becomes a compliance problem.
How Tray.ai Can Help:
tray.ai can enforce campaign assignment standards at the point of loan officer onboarding and monitor for unauthorized campaign creation through scheduled API checks. Automated alerts notify compliance teams when a campaign or template falls outside approved parameters, so you're managing compliance proactively rather than cleaning up after the fact.
Talk to our team to learn how to connect Surefire with your stack
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Integrate Surefire With Your Stack
The Tray.ai connector library can help you integrate Surefire with the rest of your stack. See what Tray.ai can help you integrate Surefire with.
Start using our pre-built Surefire templates today
Start from scratch or use one of our pre-built Surefire templates to quickly solve your most common use cases.
Template
LOS Loan Status Change to Surefire Campaign Trigger
Automatically trigger the right Surefire campaign whenever a loan status changes in Encompass, BytePro, or another LOS, keeping borrower communications aligned with loan milestones.
Steps:
- Receive a loan status update webhook or poll the LOS API for status changes
- Map the loan status to the corresponding Surefire campaign ID using a lookup table
- Search Surefire for the borrower contact by email or loan number
- Enroll the contact in the matched campaign or update their active campaign stage
- Log the campaign trigger event to a Google Sheet or data warehouse for audit purposes
Connectors Used: Surefire, Encompass, HTTP Client
Template
New Lead from Web Form to Surefire Contact and Campaign
When a prospect submits a lead form on your website or through a lead aggregator, instantly create a Surefire contact and enroll them in the correct campaign based on loan type, purchase vs. refinance intent, and lead source.
Steps:
- Trigger on new form submission from web form or lead aggregator webhook
- Deduplicate against existing Surefire contacts by email address
- Create or update the contact record with lead source, loan type, and loan officer assignment
- Enroll the contact in the appropriate nurture campaign based on lead attributes
- Notify the assigned loan officer via Slack or email with a new lead summary
Connectors Used: Surefire, Typeform, Salesforce
Template
Closed Loan to Post-Close Borrower Nurture Enrollment
Automatically enroll borrowers in Surefire's post-close campaign sequence the moment a loan is marked closed in the LOS, so no borrower falls through the cracks after funding.
Steps:
- Detect closed loan status in the LOS via webhook or scheduled API poll
- Retrieve borrower contact details, loan close date, and assigned loan officer
- Create or update the Surefire contact record with closing date and loan details
- Enroll the borrower in the post-close campaign and set anniversary date fields
- Append the closed loan record to a Google Sheet for marketing reporting
Connectors Used: Surefire, Encompass, Google Sheets
Template
Surefire Campaign Engagement to Data Warehouse Sync
On a scheduled basis, pull campaign engagement metrics from Surefire and push them to your data warehouse or BI tool alongside loan production data for unified marketing performance reporting.
Steps:
- Schedule a recurring tray.ai workflow to run daily or weekly
- Query Surefire API for campaign open rates, click rates, and contact activity
- Transform and normalize the data schema to match your warehouse table structure
- Upsert records into Snowflake or BigQuery campaign performance tables
- Trigger a Slack notification confirming successful sync with a row count summary
Connectors Used: Surefire, Snowflake, Google BigQuery
Template
New Loan Officer Onboarding to Surefire Account Provisioning
When a new loan officer record is created in your HRIS or Salesforce, automatically create their Surefire user account, assign the standard campaign library, and notify their manager when setup is complete.
Steps:
- Trigger on new employee record created in Workday or HR system with LO role flag
- Create the Surefire user account with name, email, NMLS ID, and branch assignment
- Assign the standard campaign library and co-branded email template set
- Send a Slack message to the regional manager confirming account provisioning
- Log the onboarding event and Surefire user ID to the employee record in Workday
Connectors Used: Surefire, Workday REST, Slack
Template
Referral Partner Milestone Campaign Trigger
Automatically send a personalized Surefire campaign to referral partners when they hit a transaction milestone — their fifth or tenth closed referral, for example — to reward top partners and keep the relationship warm.
Steps:
- Monitor referral partner closed loan counts in Salesforce via scheduled query
- Identify partners who have crossed a defined milestone threshold since last check
- Look up the partner's Surefire contact record by email address
- Trigger the appropriate milestone appreciation campaign in Surefire
- Send a personalized Gmail notification from the loan officer to the partner
Connectors Used: Surefire, Salesforce, Gmail