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Compare Surefire vs Shape

Surefire vs. Shape


Minimum User Commitment

The right product shouldn’t lock you in with contracts, it should lock you in with satisfaction. Month to month contracts allow you to increase or decrease users and cancel contracts according to your needs. Why should you, or anyone in your organization, pay for something you don’t want, need, or that doesn’t work for you?


Surefire only provides annual contracts so for a single user charged at $150/user on an annual contract, the minimum user commitment available with Surefire is $1,800. This price does not include phone functionality.


Shape has month to month contracts available to suit your business’ needs. This price include phone functionality.






Minimum User Commitment (w/Phone)

If the phone feature is added (all mortgage brokers should use an integrated phone), Surefire charges an additional $49/month to use the feature while Shape has a phone system with over 30 features (intelligent call routing, barge/whisper, HUD, full IVR, etc.) that Surefire does not have, and it is still less expensive than Surefire’s phone, which does not have those features. Our motto stays the same: the right product shouldn’t lock you in with contracts, it should lock you in with satisfaction.


Surefire only provides annual contracts so for a single user charged at $150/user + $49/user on an annual contract, the minimum user commitment available with Surefire is $2,388.


Still just $99.





Cost Per Phone Minute

Shape’s dialer has over 30 features (intelligent call routing, barge/whisper, HUD, full IVR, etc.) and is less expensive than Surefire’s phone, which does not have those features.


Surefire charges $49/month to activate/use their phone and it comes with 1,500 minutes (~$.033/minute). They charge $.04 for each additional minute.


All minutes are a simple and transparent $.03 per minute.


$.033 ($.04 for addtl.)



CRM + Phone (Direct Comparison)

The additional $49/month that Surefire charges comes with 1,500 minutes. Shape charges a simple and transparent $.03/minute so if you used exactly 1,500 minutes that’s an additional $45/mo.


Surefire charges $150/user per month for the CRM + $49/user per month for the phone.


$99/user + 1,500 dialer minutes.





Cost Per Text

Both systems charge a per text fee. Surefire’s starting price per text is over 3X the price per text that Shape charges.


Surefire has a tiered pricing system for texts. The starting price is $.06/text up to 100,000 texts, then it’s: $.055/text: ~100-200k texts $.050/text: ~200-300k texts $.045/text: ~300k+ texts


All texts are always just $.02 per text.





CRM + Phone + Text Usage

To properly compare the two systems we have shown the all-in monthly pricing for a system with phone and texting capabilities, and phone minutes/texting usage for an average loan officer or broker closing 5-10 loans per month with Shape.


$150/user + $49 for phone activation (includes 25 hours of phone) + 15 hours of addtl. phone + 4,000 texts ($240!).


$99/user + 40 hours of phone and 4,000 texts.





ShapeIQ (A.I. Lead Scoring)

Instantly analyze 700+ data points to contact only the leads with the best chance of closing. Benefits of ShapeIQ: -Prioritize contacting leads with only the highest expected value (probability of closing x loan amount) -Increase conversion % -Increase monthly closed loan volume -Reduce time spent on leads that won’t close.


Surefire does not have ShapeIQ or any A.I. based lead scoring.


ShapeIQ uses data from over $10 billion of closed loans, 15+ years of data, and your business data (which users have highest close %, what types of loans do you close best etc.) to maximize your team’s productivity.



Online Advertising

If you can’t generate leads, all the websites, landing pages, and marketing materials in the world won’t help you close deals. Online targeted advertising allows you to show ads specifically to records in your system or based on certain traits. Click through rates for these ads can be 10x higher than normal display ads, and pairing retargeting ads with Shape e-mail campaigns can boost chances for a sale by over 50%.


Surefire does not have the ability to run display ads or facebook or google advertising from within their system.


Shape allows you to show ads directly to people (leads, accounts, records, etc.) in your Shape account.



Client Portal

A native client portal or POS, is vital to a mortgage broker, and is one that does not have to be integrated or setup with a third party or additional software. A native POS provides your client’s a way to securely apply and submit personal information (financials, social security etc.) along with closing documents (drivers license, bank statements, etc.)


Surefire does not have its own client portal or POS and this must be purchased from a separate company, typically at a cost of $79 or more per month.


Shape’s client portal (POS) allows you to customize your needs list with information and documentation you require to close a deal and also remarket any uncompleted applications.



Intelligent Call Routing

When a lead dials your company, being able to intelligently program call routing can boost conversions over 50%. Choose from ring-all (rings all users), roundrobin (rings users in an order), or groups (build intelligent groups i.e. departments etc.). Or select top performing users to receive calls based on rules you set.


Not available with Surefire.


Enterprise level intelligent call routing and IVR functionality available with Shape.





Call Recording

Call recording is important so that you can track and evaluate communications. Instantly record and easily listen to live or past phone calls to refer to specific factual information, and use them for training, quality assurance, and compliance purposes.


Surefire CRM does not have the ability to record calls.


Shape’s enterprise phone system can record all calls and store them.



Trusted and loved by 100,000 users and growing

4.8/5 ―

from 2,000 reviews

Everything your mortgage company needs

Marketing Suite

Maximize your mortgage marketing efforts with our purpose-built suite. Generate more leads, close more loans and enhance customer engagement from application to post-close.

Leverage our pre-built email, text, video and campaign templates, co-brand with realtors and referral partners and send newsletters at ease.

Borrower Portal

Use Shape's brandable borrower portal to provide a professional customer experience. Get more applications, provide a secure platform for customers to gather information, upload sensitive documents, and close more loans.

Deploy Shape’s email and text automation to send reminders to your borrowers to complete their application and let the software do the tedious follow-up required to optimize your pipeline.

LOS Integrations

Seamlessly sync and share data between your Loan Origination System (LOS) and Shape. Reduce manual data entry and mitigate the common struggles of loan officers including duplicates, missing requirements, or errors in data.

We API with your LOS to dynamically update contact information, loan applications, loan statuses, documents, and any other relevant information.

Realtor & Partner Referrals

Send beautiful co-branded emails, flyers, and landing pages with your realtors and partners. Create transparency for your partners through pipeline views, automated notifications, and increase opportunities through engagement and collaboration.

Provide a professional co-branded borrower portal and leverage Shape's many partner and referral management features to maximize the ROI of your closed loans.

Tasks & Calendar

Shape's task management kanban or list view makes it easy to work through your task list. Turbocharge your efficiency and collaborate with team members to make working your daily tasks a breeze.

Seamlessly sync your Google and Outlook calendars to Shape to make managing your events even easier. Manage your team on one shared calendar and automate scheduling.

Prioritized Views

Simplify your loan officers' days by taking the guesswork out of what the best sales opportunities are to contact. Work smarter by automating your sales pipeline and creating the best closing opportunities among your leads.

Set your team up for success with Shape's ready-made views, or create your own customized views. Stop using dated workflows and get automated.

Integrated cloud-based calling, texting, & email.

  • Complete Phone System

    Integrated dialer, phone numbers, local presence, IVR, voice mail, call monitoring, quick fire connect, call scripts, call recording, and much more

  • Text, GIFs, and MMS

    Complete texting platform to message and market your customers. Use our proven pre-built text marketing campaigns to convert more loans

  • Email Sending Servers

    Leverage Shape's email servers to track click-through, open, and bounce rates, ensuring effective monitoring of your mortgage email drip campaigns. Keep client conversations organized with our integrated email inbox

Industry leading mortgage marketing suite

Convert 60% more with Lead Engine

Allow the Shape team to create your landing pages, saving you from the complex process of selecting the right tools and sparing you months of design work that may ultimately fall short when integrating with your tech stack. Our range of customizable template options ensures we have your needs covered.

Customize your user experience through inbound call routes, seamless appointment booking, and interactive lead funnels for lead qualification. Enjoy the freedom to choose your preferred service methods, guaranteeing personalized experiences and optimal results for you and your customers.​

Streamline your scheduling process with integrated calendar automation. Say goodbye to endless back-and-forth emails when trying to find the perfect time to connect. Experience the convenience of efficient scheduling and unlock more high-value meetings.​

Lead funnels revolutionize lead qualification with interactive, quiz-style forms that effortlessly captivate prospects and encourage meaningful connections. Engineered using Conversion Rate Optimization (CRO) principles, these forms consistently deliver 3x more qualified leads compared to conventional contact forms.​

Use Shape on the go with our mobile app

Use Shape's mobile app to take your work on the go with you. Download the mobile app in the App Store or Google Play.

Integrate with thousands of your favorite apps

What our customers say

"After 25 years I've finally found the CRM that has helped me reduce cost and increase revenue."

Brady Webb, CEO American Mortgage Solutions Inc.

Source: Shape G2 reviews

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Trusted and loved by 100,000 users and growing