A practical look at how loan officers use LoanOfficer.ai to stay top of mind with every past client and lead in their database — without lifting a finger every week.
LoanOfficer.ai evergreen campaigns help loan officers stay top of mind with every past client, lead, borrower, and referral partner in their database. Using AI, you can create recurring email and text campaigns that write fresh content on a schedule, including personalized local updates or broader market newsletters.
Most loan officers lose deals not because they can't close — but because past clients and old leads forget who they are. AI closes that gap by touching every contact on a schedule that would be impossible to run by hand.
Three layers do the work: evergreen campaigns for the calendar, Property Pulse for rate and equity signals, and the AI assistant for real conversations when a contact engages.
Staying top of mind with your database is one of the highest-value marketing habits a loan officer can build. The challenge is consistency. Past clients, pre-approved buyers, real estate agents, and old leads all need regular touchpoints, but most loan officers do not have time to write new content every week.
LoanOfficer.ai’s evergreen campaigns are designed to solve that problem. They use AI to create recurring email and text content based on the goal you define. Instead of manually writing every message, you give the system instructions, choose who should receive the campaign, and set the schedule.
The result is a repeatable way to stay top of mind with database contacts without having to start from scratch every time you want to send something useful.
Most loan officers already have valuable relationships sitting inside their CRM. These contacts may include past clients, borrowers, prospects, referral partners, and realtors. The issue is not usually whether the database has opportunity. The issue is whether those people hear from you often enough to remember you when a mortgage-related need comes up.
Evergreen campaigns help create that consistent presence. A borrower may not need a loan today, but they may appreciate a local weekend-events email, a monthly market update, or timely tips for homeowners. A real estate agent may not have an active buyer this week, but regular, relevant communication keeps your name visible.
The advantage of AI is that the content does not have to be static. Rather than sending the exact same message every time, you can prompt the system to generate fresh content based on your campaign goal. For example, a “things to do this weekend” campaign can be written around a contact’s available location data, while a market update can be written once and sent broadly.
This creates a scalable way to nurture your audience with content that feels more current, useful, and personal.
Evergreen campaigns are recurring campaigns inside the marketing section of LoanOfficer.ai. They can send personalized email and text messages to the contacts you enroll in the campaign.
The campaign is controlled by a prompt. The prompt tells the AI what kind of content to write and how detailed the message should be. The more specific your instructions, the more aligned the output will be with your goal.
There are two main campaign content approaches shown in the transcript:
A personalized per contact campaign writes content for each recipient. This is useful when the message depends on the individual contact’s information. The “things to do this weekend” example uses available data such as a contact’s address, zip code, area code, or general location to determine where the person is based. Then the AI creates content that is specific to that person’s local area.
A global template is used when the same message can go to everyone. A monthly market update is a good example. If you are sending a general mortgage or housing market newsletter to 500 people, the system only needs to write one message for that send.
Campaigns also include scheduling controls. You can choose different frequencies, such as daily, weekly, yearly, or a custom cadence. For example, you could schedule a campaign every two weeks on Tuesday and Wednesday, or limit it to a set number of occurrences.
Before activating a campaign, you can preview the AI-generated content and send yourself a test message to see what it looks like.
1. Open the marketing section and start with an evergreen campaign.
Evergreen campaigns are the recurring AI campaigns used to keep your database engaged over time. Choose an existing idea, such as “things to do this weekend” or “monthly market update,” or create a new campaign concept based on your audience.
2. Decide what type of message you want the AI to create.
Start with the business outcome. Do you want to stay visible with local lifestyle content? Educate homeowners? Share mortgage insights? Send market updates? The clearer the goal, the easier it is to write a useful prompt.
3. Choose between personalized per contact and global template.
Use personalized per contact when the content should vary by recipient, such as local events based on zip code or address. Use a global template when one message can apply to everyone, such as a broad monthly housing market update.
4. Write the AI prompt.
The prompt is the instruction set for the campaign. Include what the message should cover, the tone you want, and any important content structure. For a market update, you might instruct the AI to discuss rates, macro market conditions, housing market signals, and the outlook for the next month or two.
5. Preview the campaign content.
Use the preview option to see an example of what the AI will write. This helps you confirm that the prompt is producing the right type of message before you send it to your audience.
6. Send yourself a test when needed.
A test message lets you review the email or text experience from the recipient’s point of view. This is especially helpful when you are refining a new campaign idea.
7. Set the campaign schedule.
Choose how often the campaign should run. Depending on your strategy, you may want a weekly local update, a monthly market newsletter, a yearly message, or a custom schedule such as every two weeks on specific days.
8. Save and activate the campaign.
Once the prompt, audience, content type, and schedule are ready, save the campaign and activate it. From there, the campaign can continue generating and sending content based on the sequence you configured.
Start with one campaign that is easy to understand and valuable to the recipient. The “things to do this weekend” campaign is a strong example because it gives people a reason to open the message even when they are not actively thinking about a mortgage.
Use personalized campaigns when personalization adds real value. If a campaign depends on local relevance, let the AI use available contact data to tailor the message. Local events, area-specific homeowner tips, or regional information may work well when the system has enough location data.
Use global templates when the message does not need individual variation. A market update, general mortgage education piece, or broad homeowner tip can often be written once and sent to many contacts.
Write prompts with structure. Instead of saying “write a market update,” include the specific sections you want. For example:
This gives the AI a stronger framework and produces more predictable content.
Match the cadence to the content. A weekly “things to do” campaign makes sense because local events change frequently. A market update may work better monthly. A yearly message may be useful for annual check-ins or seasonal topics.
Preview before launch. AI-generated content should be reviewed when you are building or changing a campaign. Previewing helps you catch unclear instructions and improve the campaign before contacts receive it.
One common mistake is using a global template for content that should be personal. If the value of the message comes from the recipient’s location or individual context, use the personalized per contact option instead.
Another mistake is making the prompt too vague. A broad prompt may still generate content, but it may not match your voice or business goal. The campaign will perform better when your instructions are specific.
Loan officers can also over-send. Just because a campaign can run daily does not mean every audience needs daily communication. Choose a cadence that feels helpful, not intrusive.
Finally, do not skip the preview step when creating a new campaign. Previewing gives you a sample of what recipients may see and helps you refine the campaign before activation.
Imagine you want to stay top of mind with past clients and referral partners without sending another generic mortgage email.
You create an evergreen campaign called “Things to Do This Weekend.” The goal is to send a helpful local message every week. Because the content depends on the recipient’s location, you use the personalized per contact approach. LoanOfficer.ai looks at available location-related data, such as zip code, address, area code, or other location information in the system, and the AI writes a message tailored to that area.
You set the campaign to send weekly. Before activating it, you preview the content and send yourself a test. Once it looks right, you activate the campaign for the contacts you want to receive it.
Next, you create a second campaign: “Monthly Market Update.” This one does not need to be different for each contact, so you use a global template. In the prompt, you instruct the AI to write a market update that covers today’s rate environment, the broader economic story, housing market signals, and an outlook for the next month or two.
You schedule the market update to send monthly. Now your database receives a mix of useful local content and relevant mortgage market information, all on a recurring schedule.
This type of workflow gives you consistent database engagement without requiring you to manually write every email or text message.
LoanOfficer.ai evergreen campaigns give loan officers a practical way to stay top of mind with database contacts through recurring AI-written email and text messages. You define the campaign goal, decide whether the message should be personalized per contact or written as a global template, write the prompt, preview the output, set the schedule, and activate the campaign.
The best campaigns are useful, consistent, and aligned with the audience. Local weekend ideas, monthly market updates, homeowner tips, recipes, and mortgage education are all examples of content themes that can keep your name in front of borrowers, realtors, and leads over time.
For loan officers who want to stay visible without manually creating content every week, evergreen campaigns provide a scalable automation workflow.
Start with a recurring content theme that would be useful to your audience, such as local weekend ideas, a market update, homeowner tips, recipes, or mortgage education.
Use personalized per contact when the message should vary by recipient. Use a global template when one message can be written once and sent to the full audience.
Tell the AI exactly what to write and what topics to cover. More detailed instructions help the system produce more relevant and consistent campaign content.
Review a sample of the campaign content before sending. This helps confirm that the prompt is producing the right kind of message.
Use a test send when you want to see the campaign from the recipient’s perspective before activating it.
Choose the cadence for the campaign, such as weekly, monthly, yearly, or a custom schedule with specific days and occurrences.
Once the prompt, content type, and schedule are ready, save the campaign and activate it for the contacts enrolled in the sequence.
You can use evergreen campaigns to send recurring AI-written emails and text messages to contacts in your database. These campaigns can run on a schedule and create fresh content based on your prompt.
An evergreen campaign is an ongoing campaign that can send messages repeatedly over time. In LoanOfficer.ai, the AI can write the content for each send based on the instructions and schedule you set.
Personalized per contact means the AI writes content for each recipient, often using available data such as location. A global template means the AI writes one message that can be sent to everyone in the campaign.
Use it when the content should change based on the recipient. A local “things to do this weekend” campaign is a good example because the message may depend on the contact’s zip code, address, area code, or general location.
Use a global template when one message works for the full audience. A monthly market update is a good example because you can write one update and send it to many contacts.
Yes. Based on the transcript, examples include local events, market updates, recipes, tips for new homeowners, and mortgage education topics. The content is guided by the prompt you provide.
Yes. The transcript describes scheduling options such as daily, weekly, yearly, and custom cadences, including specific days and a set number of occurrences.
Yes. You can preview the AI-generated content, and you can send yourself a test message to see what it looks like before activating the campaign.
[00:00] I’ll go ahead and dive into some updates on a couple of the tools in the system that we’re working on in the marketing section. As you may have seen, we recently rolled out evergreen campaigns, and they have been very successful. A lot of people have had really good feedback on them so far. [00:37] I’ll go over these again with you quickly because the sky is really the limit with what you can do in evergreen campaigns. One example is the “things to do” campaign, which a lot of people are getting success from. It sends a personalized email and personalized text message to borrowers, realtors, or anyone in your system that you want in an ongoing evergreen campaign. [01:14] What it does is look at the location of the borrower or realtor. It looks at where they are from, their zip code, their area code, and their address. It uses the available data in the system to determine where they are located. [01:51] Then it uses AI on a weekly basis, or whatever consistency you have set for the campaign. It could be daily, weekly, every other Thursday, or whatever schedule you want. It will draft and write the content specific to the goal you set, on the basis you define. [02:28] You can send yourself a test if you want to see what it looks like. That is the setup for creating evergreen campaigns. This is one of the templates we use, called “things to do,” but that is just one idea. [03:05] Here is the prompt for it as well. It is as simple as giving it a prompt for what you want it to do and how detailed you want the instructions to be. I’ll save this one and exit out, because you can really do this for anything. [03:42] Here is an example of a monthly market update. Let’s use this one because it is similar, but the big differentiating factor is the difference between personalized per contact and a global template. Personalized per contact is like “things to do this weekend,” because we need to write that for every person based on their zip code and the area where they live. [04:19] For this monthly market update, we can use a global template because we only need to write it one time per send. If we are sending it to 500 people and want to give them a market update, we can write one message and send it out. [04:56] Here is an example of the instructions. We tell it to write a market update, give it the opening script, and then define what we want to cover in the first area. That might include where rates are today, the macro market story, housing market signals, and the outlook for the next month or two, or however long you want. [05:33] It is all based on your prompt. We hit preview, and here is an example or sample of what the AI will write for the newsletter that goes out. If you want to do one on recipes, tips for new homeowners, things to know about mortgages, or whatever else you want the AI to write, you can provide the prompt with specifics. [06:10] The AI will write that for you and deliver it to your database for anyone enrolled in those campaigns. I’ll save this one and activate it. That is the setup. Really, the sky is the limit. [06:47] If you can think of it, you can create an AI campaign that sends out on that sequence. One thing I’ll mention is scheduling. For example, you can choose yearly and have it start on July 16th. [07:24] You can send something on a yearly basis, or you can create a custom schedule. Maybe you want it to go every two weeks on Tuesday and Wednesday, and only run for 13 occurrences. You can do that. [08:01] You have a lot of control over the sequence and how often these messages go out. That is just an overview of evergreen campaigns.