Automated borrower journeys.
Consistent across every LO.
Two campaign engines built in SHAPE CRM: a full borrower lifecycle journey from lead to funded to repeat, and an automated Realtor referral engine that keeps your partners warm. Both built as templates and rolled out across all 10 to 15 loan officers, so every borrower and every agent gets the same proven follow up instead of whatever each LO remembers to send. Then every campaign is tuned against real performance metrics, so the system gets sharper each month rather than drifting.
Great loan officers, inconsistent marketing.
Across a team of 10 to 15 loan officers, marketing quality shouldn't depend on which LO a borrower happens to get. Right now it does.
Every LO runs their own version
When each loan officer freelances their follow up, messaging is inconsistent and the best-performing journeys never get shared. The team's marketing is only as good as its least automated officer.
Borrower journeys leak at the edges
Pre-approval to in-process to funded, the handoffs are where borrowers go quiet. Manual follow up means good leads and past clients slip away without a nurture that runs itself.
Realtor relationships go cold
Referral partners are the lifeblood of mortgage, but without automated, consistent partner campaigns, your top agents drift to whichever LO stayed in touch.
Two engines, one system, every LO.
Everything runs in SHAPE CRM. The first engine is the borrower lifecycle journey: automated, milestone-triggered email and SMS keyed to loan status from first inquiry through pre-approval, in-process, funded, and post-close, plus a repeat and refinance nurture that keeps past clients coming back. The second engine is the Realtor referral machine: automated partner campaigns, co-branded status updates that make your loan officers look great to their agents, and nurture that keeps top referral sources warm. Both are built once as clean templates and then rolled out across all 10 to 15 loan officers, so every officer runs the same proven system with light personalization instead of reinventing their own follow up. From there I manage the marketing automation day to day, watch the performance metrics (open, click, reply, conversion, funded), and optimize the campaigns against what the data actually shows, so the whole engine sharpens over time instead of going stale.
What you get. Phase by phase.
Every phase ships something you sign off on before the next begins. Audit, borrower journeys, Realtor engine, then rollout and optimization.
- Audit of your current SHAPE setup, campaigns, and borrower journeys
- The loan officer workflow mapped, with where borrowers and partners drop off
- Campaign architecture defined: borrower lifecycle engine and Realtor engine
- A rollout plan for 10 to 15 loan officers you approve before build
- Full journeys in SHAPE: lead, pre-approval, in-process, funded, post-close
- Milestone-triggered email and SMS keyed to loan status
- Repeat and refinance nurture that brings past clients back
- Compliance-aware templates your loan officers can trust and send
- Automated Realtor referral and partner campaigns
- Co-branded touchpoints and status updates that keep agents in the loop
- Partner nurture that keeps your top referral sources warm
- Lead routing between Realtor partners and the right loan officer
- Templated so all 10 to 15 loan officers run the same proven system
- Per-officer personalization without rebuilding the journey each time
- Performance dashboards: open, click, reply, conversion, funded
- Campaign optimization against the metrics, not guesswork
- New campaigns and journeys added as the team and product mix grow
- Continuous testing and optimization against pipeline and funded outcomes
- Onboarding for new loan officers as they join the team
- Documentation and walkthroughs so the team can run and extend it
Four weeks. Audit to full rollout.
Each week ships a working deliverable. Click any week to see exactly what lands in SHAPE by Friday.
Deliverables this week
- Audit of current SHAPE setup, campaigns, and borrower journeys
- Loan officer workflow mapped with borrower and partner drop-off points
- Campaign architecture defined: borrower lifecycle and Realtor engines
- A rollout plan for 10 to 15 loan officers you approve before build
Deliverables this week
- Journeys for lead, pre-approval, in-process, funded, and post-close
- Milestone-triggered email and SMS keyed to loan status
- Repeat and refinance nurture that brings past clients back
- Compliance-aware templates your loan officers can trust
Deliverables this week
- Automated Realtor referral and partner campaigns
- Co-branded touchpoints and status updates that keep agents in the loop
- Partner nurture that keeps top referral sources warm
- Lead routing between Realtor partners and the right loan officer
Deliverables this week
- Templated so all 10 to 15 loan officers run the same proven system
- Per-officer personalization without rebuilding the journey each time
- Performance dashboards live: open, click, reply, conversion, funded
- Optimization cadence set, plus documentation and team walkthroughs
Let's map the rollout together.
A 30 minute call where I share my screen, walk through the borrower and Realtor engines, and talk through how I'd template them across your 10 to 15 loan officers. This is the kind of ongoing marketing automation role I want to grow into with a team. Happy to walk through commercials on the call.