A hands-on walkthrough of building evergreen campaign videos: record once, load them into your campaigns, and let the AI keep your database warm month after month.
Evergreen campaigns let loan officers send fresh, relevant content on a recurring schedule because the AI writes the message in real time each time the campaign goes out. You can target borrowers, leads, or partners, choose email or text delivery, use pre-built templates, and monitor performance through analytics.
Evergreen videos let you stay in front of your database without recording something new every week. One good take can run for months across every new lead and past client.
Upload your video, attach it to the right step, and let the assistant do the rest — you get the personal-touch feel of video with the reach of automation.
Evergreen campaigns are designed to help loan officers stay in consistent contact with borrowers, leads, and referral partners without having to manually write a new message every week. Instead of sending the exact same email or text every time, an evergreen campaign uses AI instructions to create fresh content in real time whenever the campaign is scheduled to go out.
In the lesson, the example campaign is called “things to do this weekend.” The idea is simple: the AI can generate a personalized message for each contact with a summary of events or activities happening in that person’s area. That area can be based on information such as a property address or area code. The result is a more relevant touchpoint that gives your audience something timely and useful, while keeping you visible.
Evergreen campaigns are not just about automation. They are about combining automation with relevance, personalization, and consistency.
Loan officers often need to maintain relationships with multiple groups at once: active borrowers, past clients, new leads, and real estate partners. The challenge is that staying in touch consistently takes time. If every campaign requires a new idea, new copy, and manual sending, it becomes easy to delay or skip outreach.
Evergreen campaigns solve that problem by letting you build a repeatable framework. You decide who should receive the campaign, how it should be delivered, when it should send, and what the AI should write about. From there, the campaign can continue producing new content on a recurring schedule.
This matters because relevance is a major part of engagement. A generic message may be easy to send, but it may not create much value for the recipient. A message about local weekend activities, for example, feels more current and useful. For borrowers, it can be a friendly way to stay connected. For realtors, it can be a reason to keep your name in front of them without always making the message about loans.
The lesson also shows why analytics matter. Once a campaign is live, you can review performance data such as sends, opens, clicks, unsubscribes, and campaign health. That information helps you understand whether your campaign is doing its job.
An evergreen campaign starts with a campaign setup screen. In the lesson, the user opens an example campaign and shows the main settings involved. First, you select the target audience. That may include borrowers, partners, realtors, or other contacts depending on how your database is organized.
Next, you choose the delivery method. The transcript specifically mentions email and text message. This determines how the AI-generated message will be sent to the selected audience.
Then you set the timing. In the example, the campaign is scheduled for Thursday at 10 a.m. This is important because an evergreen campaign is meant to run on a predictable cadence. For a weekend activity campaign, Thursday morning makes sense because recipients still have time to plan.
The most important part is the instructions. The AI receives prompts that tell it what to write. In the example, the prompt directs the AI to send a summary of things happening in the recipient’s area. The AI uses those instructions to write a message each time the campaign runs.
You can also preview the campaign before it goes out. Previewing lets you see what the AI is likely to send and helps you confirm that the prompt is producing the kind of content you want. After the campaign is live, analytics give you a back-end view of performance.
Start by opening the evergreen campaigns area and selecting a campaign to review or edit. The lesson uses the “things to do this weekend” campaign as the example. This type of campaign is a strong starting point because it gives borrowers, leads, or realtors content that is timely and local.
Next, define the audience. Decide whether the campaign should go to borrowers, partners, realtors, or another contact group. The right audience depends on the purpose of the message. A weekend activity campaign may work for both borrowers and realtors, while a realtor weekly check-in may be better suited to referral partners.
After that, choose the delivery channel. The transcript mentions both email and text message. Pick the channel that fits the content and the relationship. Email may be better for a more complete message, while text may work for shorter updates.
Then set the schedule. Choose the day and time when the campaign should go out. The example uses Thursday at 10 a.m. for weekend activities. The timing should match the topic. If the content is about weekend events, sending it before the weekend gives recipients time to use the information.
Now review or write the AI instructions. This is where you tell the AI what to create. The lesson emphasizes that evergreen campaigns are largely about getting a strong prompt in place. A clear prompt gives the AI a repeatable direction so it can produce fresh weekly content.
Once the prompt is in place, preview the campaign. Previewing helps you confirm the message is appropriate, relevant, and aligned with your goal. If the preview is not what you expected, adjust the instructions before making the campaign live.
Finally, monitor the campaign after it starts sending. Open the campaign analytics to see how many contacts are enrolled, total sends, lifetime sends, unsubscribe rate, campaign health, opens, and clicks. Use that information to decide whether the campaign is performing well or needs adjustments.
Use evergreen campaigns for content that benefits from being fresh. The lesson’s weekend activity example works well because the content changes every week. This is exactly where AI-generated evergreen messaging can add value.
Be specific in your instructions. If you want the AI to summarize things happening in a contact’s area, say that clearly in the prompt. If the content should be aimed at borrowers or realtors, make that clear too. The more focused the instruction, the more useful the output is likely to be.
Match the schedule to the topic. A campaign about weekend activities should go out before the weekend. A weekly check-in should go out on a consistent day that makes sense for your audience. Timing helps make the content feel relevant.
Use templates as a starting point. The lesson notes that there are multiple templates already pre-scripted for borrowers and realtors. Instead of starting from scratch, browse the templates, choose one that fits your audience, and adjust it as needed.
Review analytics regularly. Opens, clicks, unsubscribes, enrollment, and campaign health help you understand whether the campaign is connecting with people. Evergreen does not mean “set it and forget it forever.” It means the campaign can keep running while you continue to improve it.
One common mistake is using a vague prompt. If the AI instructions are too broad, the generated message may not be as useful. The lesson makes clear that the prompt is the core of the campaign. A better prompt leads to better recurring content.
Another mistake is choosing the wrong audience. A message that works well for borrowers may not be the best fit for realtors, and vice versa. Before launching, confirm whether the campaign is intended for borrowers, partners, leads, or a specific group.
A third mistake is not previewing the content. The preview step gives you a chance to see what the AI is going to send. Skipping that step can lead to messages that are technically automated but not aligned with your intended tone or purpose.
It is also a mistake to ignore analytics. If a campaign has poor engagement or a rising unsubscribe rate, that is a signal to revisit the prompt, audience, schedule, or delivery method.
A loan officer wants to stay in touch with borrowers and realtors using local, useful content. They open the evergreen campaign templates and choose the “things to do this weekend” campaign. They set the target audience to the appropriate contacts, such as borrowers or realtors, and choose email as the delivery method.
They schedule the campaign for Thursday at 10 a.m. so recipients have time to plan for the weekend. In the instructions, they make sure the AI is prompted to summarize local activities based on each contact’s property address or area code. Before activating the campaign, they preview the message to confirm it looks helpful and relevant.
Once the campaign is live, they return to the analytics view. They review enrollment, lifetime sends, unsubscribe rate, campaign health, opens, and clicks. If the numbers look healthy, they keep the campaign running. If engagement is weak, they adjust the prompt or try a different template.
Evergreen campaigns help loan officers deliver consistent, personalized outreach without manually writing every message. By setting the audience, channel, schedule, and AI instructions, you can create recurring campaigns that generate fresh content each time they send.
The key is to start with a strong prompt, preview the output, use templates when helpful, and monitor analytics after launch. Done well, evergreen campaigns keep relevant content in front of borrowers, leads, and realtors on a steady basis.
Go to the evergreen campaigns section and choose an existing campaign or template to review. The lesson uses a “things to do this weekend” campaign as the example.
Select who should receive the campaign, such as borrowers, leads, partners, or realtors. The audience should match the purpose of the message.
Decide how the campaign should go out. The transcript mentions email and text message as delivery options.
Choose when the campaign should send. In the example, the campaign is scheduled for Thursday at 10 a.m., which fits a weekend activity message.
Use a clear prompt that tells the AI what to generate. For example, the campaign can ask the AI to summarize things happening in the contact’s local area.
Use the preview option to see what the AI is likely to send before the campaign goes live. Adjust the prompt if the output is not what you want.
After the campaign is live, review enrollment, sends, unsubscribe rate, campaign health, opens, and clicks to understand performance.
An evergreen campaign is a recurring campaign where the AI writes new content in real time each time the campaign goes out.
A standard campaign often sends the same fixed message. An evergreen campaign can generate fresh, personalized content for each send based on the AI instructions.
The transcript mentions targeting borrowers, leads, partners, and realtors, depending on the campaign and your contact list.
Yes. The lesson mentions email and text message as options for how the campaign can go out.
In the example, the AI creates a summary of things happening in a recipient’s area based on information such as property address or area code.
Prompts are the instructions the AI uses to write the campaign. A clear, specific prompt helps the AI create better recurring content.
The transcript mentions enrolled contacts, total sends, lifetime sends, unsubscribe rate, campaign health, opens, and clicks.
Yes. The lesson notes that there are multiple pre-built templates for borrowers and realtors that you can browse, use, and adjust.
[00:00] All right, and the next section we're going to go over is the evergreen campaigns. Evergreen campaigns are a great tool for loan officers because they're campaigns that are written in real time every time the campaign goes out. [00:25] So essentially, let's go ahead and open up one of these right here. Let's go to the things to do this weekend. This is a great example of, well, let's see, hold on one second. [00:50] All right, here we are, the things to do this weekend campaign. So what's going to happen here is the AI is going to write a personalized message per contact. So each borrower, each lead is going to get their own individual personalized email sent to them. [01:15] So here we're setting up the target, who we want to target, borrowers or partners, how we want it to go out, email, text message, and then when the evergreen campaign is supposed to go. So I've got to stay here for Thursday 10 a.m. [01:40] And here's the instructions. The AI just gets actual prompts. We go ahead and we can preview it. So we'll see what the AI is going to send out here. [02:05] But this is the things to do. It's going to send the borrowers, the realtors, whoever it is you're targeting, summary of things that are happening in their area based off of their property address or their area code. [02:30] So that gets you real good content put together for your borrowers, for your leads. And that's how the evergreen campaign works. And so it's essentially just about actually getting yourself a really good prompt in place. [02:55] And then you can utilize that prompt to have the AI write new content for you on a weekly basis. Now, once you've got the campaigns in evergreen live, you can come in here and we can check out the statistics on it. [03:20] So if we go ahead and pull up, for example, the realtor weekly check-in, it's going to pull the side menu here, our analytics. We can come in here and see how many borrowers or realtors are enrolled, how many totals, lifetime sends, what's the unsubscribe rate, what's the campaign health based off of these metrics. [03:45] So it kind of gives you kind of a back-end view of overall how the campaign is performing. And then we can see the detailed metrics on the campaign as far as when the sends are, the number of opens, the number of clicks that are happening through the campaign. [04:10] So that's all broken down in your analytics as well. So hope this helps in getting a better understanding of how to utilize the evergreen campaigns. [04:35] There's a ton of templates that are pre-built out for you in the templates here. If you just click on this, you'll have a summary of multiple templates that are already pre-scripted for your borrowers, for your realtors. [05:00] So you can come through and browse these, use the ones you want, make adjustments to them. But the evergreen campaigns are a real great way to put relevant, fresh content in front of your borrowers and realtors on a consistent basis. Thanks, guys.