Mortgage Broker · Marketing Automation (Email + SMS)

The Challenge

Most people who ask about a mortgage are not ready that day. They are shopping and comparing, and they take their time. The broker would call once or twice, hit voicemail, and give up, so warm prospects quietly drifted to whoever stayed in touch. Nothing kept him top of mind in that gap.

We looked at how leads were being handled and found the same leaks over and over:

• Leads sat in a spreadsheet with no automated nurture
• There was no welcome sequence when a new inquiry came in
• No rate-update touches to bring shoppers back
• No document-checklist reminders to keep applications moving
• No SMS at all, so texts never reached borrowers who ignore email
• Borrowers went cold in the weeks between first inquiry and readiness to apply

Journeys built around how borrowers actually decide

A mortgage is a slow, considered decision, so a single follow-up call is never enough. We mapped a journey for each borrower stage and let the automation keep in touch while the person made up their mind.

• Instant welcome: the moment a lead comes in they get a welcome text and email, so the broker is the first name they remember, not the fifth.
• Education, not pressure: a first-time-buyer series answers the questions borrowers are quietly Googling, which builds trust long before they are ready to apply.
• Kept moving: document-checklist reminders nudge half-finished applications along so they do not stall in the messy paperwork stage.
• Rate and next-step touches: periodic rate updates give a natural reason to reach back out, so shoppers come back to this broker instead of a competitor.

The system tells the broker exactly when to call

Automation keeps everyone warm, but a person still closes the loan. So we made the software surface the right moment. Anyone who replies to a text or clicks a link gets flagged, and the broker calls while intent is high. This pairs the nurture with the broker’s own lead automation and CRM.

• Reply and click tracking: every SMS reply and email click is scored, so a quiet lead who suddenly engages does not get missed.
• A clear signal to act: the broker stops guessing who to call and gets told, which is why the same lead volume produced far more applications.
• Right moment, right message: the call lands when the borrower is already thinking about it, so it feels helpful rather than pushy.
• Dormant leads revived: old inquiries that had gone cold got pulled back in, reactivating leads worth six-figure loan volume from a list that was just sitting there.