A walkthrough of the latest campaign upgrades — smarter triggers, better copy tools, and reply-driven logic that pulls closed loans out of the database you already have.
LoanOfficer.ai Campaigns can do more than send emails and texts. You can customize timing, create internal tasks, trigger Property Pulse, manage Rate Watch, and apply tags so your database gets the right follow-up at the right time.
Triggers, copy tools, and reply logic — all sharper. You can now build campaigns that feel personal even at scale.
Load your past clients and old leads into an evergreen sequence, layer Property Pulse triggers on top, and let the AI handle replies.
LoanOfficer.ai Campaigns are built to help loan officers turn existing contacts, new leads, and funded borrowers into active conversations. The campaign builder can use AI to help create the campaign, but the real power comes from what you do after the campaign is built.
Inside the campaign tool, you can customize the workflow around each lead. That includes changing the timing of messages, adding internal tasks, triggering property intelligence, turning Rate Watch on or off, and using tags to organize your database.
These mortgage campaign upgrades are especially useful because they help you move beyond generic drip marketing. Instead of sending the same message to everyone forever, you can create campaigns that respond to where the borrower is in the loan lifecycle.
For example, a new lead may need immediate outreach, a funded borrower may need monthly home-value communication, and a closed loan still inside an EPO window may need Rate Watch turned off temporarily. Campaign actions let you automate those differences.
Most loan officers already have opportunities sitting inside their database. Past clients, inactive leads, funded borrowers, and homeowners with changing equity positions can all become future deals if they receive relevant follow-up.
The challenge is consistency. Manual follow-up is hard to maintain when you are managing applications, referral partners, closings, and new lead flow. A borrower may need a call today, a property review next month, and a refinance alert later — but those moments are easy to miss without automation.
Campaign upgrades help solve that problem by letting you build the workflow once and let LoanOfficer.ai execute the steps. The goal is not to replace relationship-building. The goal is to make sure the right borrower gets the right contact at the right time, while your team stays organized.
These tools also help reduce risk in your outreach. For example, if a borrower has just funded and is still inside an early payoff period, you may not want automated refinance solicitation to fire immediately if rates improve. By turning Rate Watch off at funding and turning it back on after a defined delay, you can keep your campaigns aligned with how you actually manage your business.
The campaign builder allows you to add actions to a campaign sequence. Each action can be timed based on the workflow you want to create. You can send a message immediately, wait a specific amount of time, assign a task, run a property-related action, update tags, or control whether certain automated monitoring is active.
From the transcript walkthrough, the available campaign actions include:
Timing can be adjusted using the cadence controls in the campaign builder. For example, one action may happen immediately when a lead enters the campaign, another may happen 20 minutes later, and another may occur 180 days after funding.
Property Pulse can be used to run a high-level property analysis. In the walkthrough, this includes running the property record, an AVM, deed information, estimated interest rate, and related property analysis. It can also be used as an ongoing communication tool for funded borrowers by sending monthly property and market updates.
Rate Watch can be managed inside the campaign as well. A campaign can turn it off at funding, then turn it back on after a six-month EPO window. This gives the AI monitoring a cleaner list of deals to watch for future refinance opportunities.
Tags help with segmentation and visibility. You might tag a borrower as EPO safe after the six-month mark, or use tags to indicate where that person sits in your database strategy.
1. Start with a campaign template or AI-generated campaign.
Open a campaign in the campaign builder. You can begin with an existing template campaign or one created with AI, then customize it for the lead or borrower journey you want to automate.
2. Review the cadence.
Look at the timing between each action. Use the timing dropdowns to adjust when messages or actions fire so the sequence matches your preferred follow-up process.
3. Add a new action.
Use the campaign builder to add another action to the workflow. This is where you can move beyond basic email and text follow-up and add operational steps for your team.
4. Create a task for manual outreach.
If a new lead comes in and someone on your team needs to call the borrower or contact the real estate agent, create a task. Assign it to a team member, set the due date, and categorize it appropriately, such as a callback.
5. Add a delay when timing matters.
Not every action needs to happen immediately. You can add a delay, such as 20 minutes after the lead comes in, before triggering the next action.
6. Run Property Pulse from the campaign.
Add Property Pulse as an action when you want the platform to analyze the property. This can help surface useful property information and support more relevant borrower conversations.
7. Manage Rate Watch based on funding timing.
For funded borrowers, consider turning Rate Watch off at funding if you do not want refinance monitoring to trigger too early. Then add a later action, such as day 180, to turn Rate Watch back on.
8. Apply or remove tags.
Use tags to keep your database organized. For example, after a borrower passes the EPO period, you can apply a tag such as EPO safe so your team can identify that contact’s status later.
Use campaign actions to support the way you already sell and service loans. The strongest workflows are not random automations. They reflect your actual loan officer process.
For new leads, speed matters. If your team calls every new inquiry quickly, create a task that assigns that outreach immediately. This helps prevent leads from sitting untouched in the CRM.
For funded borrowers, think long term. Adding a borrower to Property Pulse after funding can keep your name in front of them with monthly property and market information. That type of communication is useful because it is not just a generic “checking in” message. It gives the borrower ongoing context about their home, market conditions, and rates.
For refinance opportunities, be intentional with Rate Watch. The walkthrough highlights a practical use case: turn Rate Watch off when the loan funds, then turn it back on after the six-month EPO period. That way, you are not triggering outreach that could work against your own business rules.
Use tags for clarity, not clutter. Tags are powerful when they help your team understand status or segment contacts. Examples from the workflow include tagging a borrower after they are outside the EPO window. Keep tag names simple and consistent so they remain useful.
Finally, review campaigns before activating them. Make sure the timing, actions, and audience match. A well-built campaign can create deals from your database, but only if the logic matches the borrower’s stage.
One common mistake is relying only on emails and texts. Messages are important, but campaigns can also create tasks, trigger Property Pulse, update tags, and control Rate Watch. If you only use campaigns as basic drip sequences, you miss much of the platform’s value.
Another mistake is using the same cadence for every situation. A brand-new lead, a funded borrower, and a past client may all need different timing. Adjust the cadence so each workflow feels relevant.
Loan officers may also forget to account for EPO timing. If Rate Watch is active too early after funding, it could surface a refinance opportunity before you want to pursue it. Using campaign automation to pause and later restart Rate Watch helps manage that timing.
A fourth mistake is failing to assign ownership. If a task is created but not assigned to the right person, the workflow can still break down. When you create tasks inside a campaign, assign them clearly to the team member responsible.
Finally, avoid creating tags without a plan. Tags should help you identify status, trigger decisions, or organize contacts. Too many vague tags can make the database harder to read.
Here is a practical funded-borrower workflow based on the campaign capabilities shown in the transcript.
When a loan funds, the borrower enters a post-closing campaign. The campaign immediately turns off Rate Watch so the borrower is not automatically monitored for refinance outreach during the early payoff window.
Next, the campaign adds the borrower to Property Pulse. This creates ongoing monthly communication with the borrower. They receive useful property information, market context, and rate-related updates, keeping you visible after closing.
The campaign can also create an internal task for your team. For example, your assistant may be assigned a callback or post-closing touchpoint. That task can be due immediately or after a short delay, depending on your process.
At day 180, the campaign can turn Rate Watch back on. At the same time, it can apply a tag such as EPO safe. This makes it clear that the borrower is now outside the six-month window and can be monitored for refinance opportunities if rates create a reason to reach out.
This type of workflow turns a closed loan into an organized long-term relationship. Instead of losing visibility after closing, you maintain communication, monitor for opportunity, and protect your timing.
The latest LoanOfficer.ai campaign tools give loan officers more control over how leads and borrowers move through automated follow-up. You can adjust cadence, add tasks, trigger Property Pulse, manage Rate Watch, and apply tags directly inside the campaign builder.
These mortgage campaign upgrades help you turn your database into a more active source of business. New leads get faster follow-up, funded borrowers get ongoing monthly communication, and refinance monitoring can be timed around your business rules.
Used well, Campaigns become more than marketing automation. They become a structured workflow for keeping your team organized, your borrowers engaged, and your database working for you.
Start with a template campaign or an AI-created campaign inside the campaign builder. Review the existing sequence before making changes.
Use the timing controls to change when each campaign action occurs. Match the timing to your lead follow-up or borrower retention process.
Add an action when you want the campaign to do more than send a message. Actions can include tasks, delays, Property Pulse, Rate Watch changes, tags, emails, or texts.
Create a task for manual outreach, such as a callback to a new lead or real estate agent. Assign it to the right team member and set the due date.
Add Property Pulse to run property analysis or keep a funded borrower receiving ongoing monthly property and market communication.
Turn Rate Watch off at funding if you do not want early refinance outreach. Add a later action, such as day 180, to turn it back on.
Add or remove tags as the borrower moves through the workflow. Use tags to identify statuses such as being outside the EPO window.
They are additional campaign builder actions that let you customize lead and borrower workflows. Examples include tasks, delays, Property Pulse, Rate Watch controls, tags, emails, and text messages.
Yes. The campaign builder includes cadence controls that let you adjust the timing of campaign actions based on when you want each step to occur.
Yes. You can create a task inside a campaign, assign it to someone on your team, set a due date, and categorize the task, such as a callback.
Property Pulse can run a high-level property analysis, including the property record, AVM, deed, estimated interest rate, and related property details. It can also support monthly property and market communication for funded borrowers.
You may want to prevent refinance-related outreach during an early payoff period. The campaign can turn Rate Watch off at funding and turn it back on later, such as after 180 days.
Yes. You can add a later campaign action that turns Rate Watch back on after a specific delay, such as the six-month mark.
Use tags to organize contacts and identify important status changes. For example, you might tag a borrower as EPO safe after they pass the six-month mark.
Yes. The transcript notes that campaign actions can include sending emails and text messages, along with other automation steps.
[00:00] One thing that I wanted to go over with you guys in a little bit more detail today was some of the additional features that are available in the campaign tool. Of course, you guys know we can use AI to create the campaign, but once the campaign is built, we have additional tools inside the campaign builder that we can use to really customize the workflow on a lead. [00:28] For one example, the lead comes in and we send the text message immediately. I'm going to pull in a template campaign real quick just so we have one. Let's do this renovation one. Okay, so let's hop into the campaign. [00:56] For example, we're going to change the frequency or the cadence of the campaign. We can adjust any of the timing we want just based here in the dropdown. But let's say we want to do some additional flows within a campaign. [01:24] One item we can do is add a new action. If we add a new action, we can come in here and select among multiple things, such as creating a task. Maybe you've got a new lead coming in and you want to have your assistant, or somebody on your team, do manual outbound outreach to that lead or to that real estate agent on day one. [01:52] You can create a task, assign it as an immediate due date, assign it to somebody on your team, categorize what this is going to be, and mark that we need to do a callback. Then you can come in and add a new action. [02:20] You can put a delay on the action. Maybe we want this one to happen 20 minutes after the lead comes in. So 20 minutes after the lead comes in, what we want to do is run a Property Pulse. [02:48] If we run a Property Pulse, what that's going to do is run the property record, run an AVM on the property, pull the deed, estimate the interest rate, and run all that high-level analysis on a property. That can be built right into the sequence or into the campaign here. [03:16] Some of the other tools that are available inside the automations include turning off Rate Watch. Maybe we don't want Rate Watch enabled on a lead because it just got funded and we don't want it to trigger an EPO. We don't want to reach out and shoot ourselves in the foot by trying to solicit a refi from our borrower four months after closing. [03:44] So we're going to turn Rate Watch off at funding. We can have this automation put in place, and then on day 180, when it has hit that six-month mark, we can change this automation to fire on that date. Then we're going to come back in and turn on Rate Watch. [04:12] After that six-month EPO date is done, we want to turn Rate Watch back on for this lead. Then we can have the AI only watching the deals that we want to solicit for a refi if there's one in play. [04:40] That's some of the other tools that are available within the marketing and campaign creation. A couple other things that are noteworthy include adding tags. Say, for example, this lead has been out of the EPO period and you want to tag it as EPO safe at the six-month mark. [05:08] That way, you know it's not going to be somebody you don't want to reach out to. Multiple things can be done within the tagging of the campaign. You can add and remove tags, and that's all done within the dropdown here. [05:36] You can turn Rate Watch on and off, add or remove to Property Pulse, create tasks for your team, and send emails, text messages, et cetera. That's all the new capabilities that are embedded within the campaign creation tool. [06:04] I just wanted to go over and review those with everybody and make sure that everybody was aware of how you could structure that and utilize it so you're getting the maximum benefit from the platform. [06:32] Another thing a lot of people do is add a borrower to Property Pulse right when the loan is funded. That's another good one, because as soon as the loan is funded, you've now got the follow-up with the borrower where you're getting in front of them on a monthly basis. [07:00] On that monthly cadence, they're getting that property report from you. They're getting a summary on market conditions, where the rates are at, and where the market is headed. [07:28] That's a really powerful tool to set up for your funded borrowers because it continues that communication with them on a monthly basis. It keeps you in front of your database with the correct information on an automatic monthly sequence.