Nurture

Nobody is ever “done” — they just change segment. Three lists, three plays: win the first application, rescue the almost-closed, and own the client for life. SMS steps become automated drips the moment A2P registration clears.

Never applied

Already paid-for demand. They raised a hand once — the goal is one application, and speed + patience both matter: half convert after day 30.

Nobody in this segment right now.

The play

Day 0Instant auto-reply + same-day personal text from Michael

Day 3Value text: “What monthly payment would feel comfortable?”

Day 7Rate-watch offer: “Want me to ping you when rates dip?”

Day 14First-time-buyer guide / program eligibility check

MonthlyMarket check-in with one concrete number, never “just checking in”

Day 60Downgrade to quarterly cadence; keep rate-watch alive

Applied, never closed

The highest-intent list that exists — they did the paperwork. Something specific stopped them (rate, credit, timing, another lender). Name it, solve it, reopen it.

Nobody in this segment right now.

The play

48h after stall“Your file is nearly complete — one step left” nudge

Week 1Address the actual blocker (docs → upload link; rate → lock options; credit → plan)

Day 30Scenario re-run: “numbers moved — want a fresh look?”

Day 90Pre-approval refresh (letters expire — built-in reason to talk)

Rate triggerWhen market rate < their quoted rate: automatic “it got cheaper” alert

Lost to competitor6-month check: “How did the loan work out? Here if refi makes sense.”

Past clients & refi book

The compounding asset. A closed client is worth 3 future transactions: their refi, their next home, and their referrals. Systematic touches, zero spam.

Nobody in this segment right now.

The play

1 week post-closeReview + referral ask (Google) while goodwill peaks

6 monthsHome-value & equity check-in (HELOC conversation opener)

12 monthsAnnual mortgage review — “is this still the right loan?”

Rate triggerRefi alert when market < their rate − 0.5% (the killer automation)

Home anniversaryPersonal note + market snapshot for their street

AlwaysEvery referral gets a same-day thank-you from Michael

Nurture automationdrips that draft themselves — a human reviews and sends every touch

0 active enrollments

Cold lead warm-up0 enrolled

Leads that went quiet or did not qualify yet — low-pressure check-ins that keep the door open.

day 3 · 💬 textday 14 · 💬 textday 45 · 📞 callday 90 · 💬 text

Past client care0 enrolled

Closed borrowers — the repeat/refi/referral engine. Stay the obvious call at the next money moment.

day 30 · 💬 textday 180 · 💬 textday 365 · 📞 call

Automation status: the gateway can already run these cadences as scheduled drips (cron + consent gates + STOP handling are live). Blocked only by A2P registration — once approved, each “Day N” SMS step above can fire automatically with human-approved templates, and the rate-trigger refi alert becomes the highest-ROI automation in the building.