Connectors / Marketing · 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 processes 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.
- Eliminate manual campaign triggers that delay borrower outreach
- Ensure every borrower receives stage-appropriate content automatically
- Reduce loan officer admin work so they can focus on closings
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.
- Instantly add new leads to Surefire the moment they submit an application
- Automatically assign the right campaign based on loan type or lead source
- Ensure accurate contact segmentation without manual data entry
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.
- Keep referral partner contact records consistent across all platforms
- Trigger partner appreciation campaigns based on real transaction milestones
- Automate co-marketing sequences without manual partner list management
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.
- Never miss a borrower anniversary or post-close follow-up opportunity
- Automatically move closed borrowers into long-term nurture campaigns
- Generate measurable repeat and referral business through consistent outreach
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.
- Prevent duplicate contacts from splitting borrower history and campaign data
- Standardize field values across all data sources before they reach Surefire
- Improve email deliverability and campaign performance with cleaner lists
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.
- Automatically provision Surefire accounts when new LOs are onboarded
- Ensure campaign libraries and templates are correctly assigned from day one
- Enforce marketing compliance across all loan officers at scale
Build Surefire Agents
Give agents secure and governed access to Surefire through Agent Builder and Agent Gateway for MCP.
Look Up Contact Details
Data SourceAn 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.
Fetch Campaign Performance Metrics
Data SourceAn 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.
Retrieve Scheduled Touchpoints
Data SourceAn 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.
Search Contact Groups and Segments
Data SourceAn 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.
Monitor Subscription and Opt-Out Status
Data SourceAn 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.
Create or Update Contacts
Agent ToolAn 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.
Enroll Contacts in Campaigns
Agent ToolAn 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.
Remove Contacts from Campaigns
Agent ToolAn 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.
Assign Contacts to Groups
Agent ToolAn 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.
Trigger Specific Email or Print Touchpoints
Agent ToolAn 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.
Update Contact Tags and Custom Fields
Agent ToolAn 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.
Sync Loan Officer Assignments
Agent ToolAn 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.
Ready to solve your Surefire integration challenges?
See how Tray.ai makes it easy to connect, automate, and scale your workflows.
Challenges Tray.ai solves
Common obstacles when integrating Surefire — and how Tray.ai handles them.
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 helps
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 helps
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 helps
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.
LOS Loan Status Change to Surefire Campaign Trigger
Surefire Automatically trigger the right Surefire campaign whenever a loan status changes in Encompass, BytePro, or another LOS, keeping borrower communications aligned with loan milestones.
New Lead from Web Form to Surefire Contact and Campaign
Surefire 
Typeform 
Salesforce 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.
Closed Loan to Post-Close Borrower Nurture Enrollment
Surefire 
Google Sheets 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.
Surefire Campaign Engagement to Data Warehouse Sync
Surefire 
Snowflake 
Google BigQuery 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.
New Loan Officer Onboarding to Surefire Account Provisioning
Surefire 
Workday REST 
Slack 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.
Referral Partner Milestone Campaign Trigger
Surefire Salesforce 
Gmail 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.
How Tray.ai makes this work
Surefire plugs into the whole Tray.ai platform
Intelligent iPaaS
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Learn more →Agent Builder
Build AI agents that read, write, and take action in Surefire — with guardrails, audit, and human-in-the-loop.
Learn more →Agent Gateway
Expose Surefire actions as governed MCP tools — observable, rate-limited, authenticated.
Learn more →Related integrations
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