Configure campaigns, marketing basics, and the integrations that keep leads and status flowing between your tools.
This lesson introduces the Marketing area in Loan Officer AI, with a focus on building campaigns, choosing audiences, configuring triggers, and publishing AI-generated sequences. It also explains how integrations bring leads into the system so campaigns can launch automatically based on lead source, borrower status, rate watch targets, or pipeline stage changes.
Activate the evergreen mortgage campaigns that come with your workspace so every new lead lands in a warm follow-up sequence immediately.
See how templates, snippets, and sending identities work together so your outreach looks and sounds like you.
Connect the lead sources, calendars, and LOS tools you already use so contacts and status stay in sync automatically.
This lesson walks through the basics of campaigns, marketing automation, triggers, and integrations inside Loan Officer AI. The core idea is simple: once leads and borrower records are in the system, campaigns can automatically reach out at the right moment based on what is happening with that contact. Instead of manually remembering to follow up with every new lead, status change, rate watch opportunity, or pipeline milestone, you can configure the platform to start a tailored marketing sequence for you.
The lesson begins in the Marketing tab, where campaigns live. From there, you can see active campaigns, review campaign templates, or use AI to create a new custom campaign. The example shown focuses on borrowers, but the campaign audience can include borrowers, partners, or both. After the campaign is named and the audience is selected, the most important setup area is triggers. Triggers are the automated conditions that tell the system when it is time to start outreach.
The lesson then connects campaign automation to integrations. Campaigns are only useful if the right leads and records are flowing into the system. Integrations help bring those leads in, and if a provider is not already listed, you can submit a custom integration request through Company Settings.
Mortgage follow-up is time-sensitive. A new borrower lead, a status change to hot or new, a rate watch target being met, or a file moving from pre-approved to disclosed can all represent moments where communication matters. If outreach happens too late, the borrower may lose interest, choose another lender, or miss an important next step. Campaign triggers help reduce that risk by connecting outreach directly to borrower activity and loan process milestones.
This matters for consistency as well. Loan officers often manage many borrowers, referral partners, pipeline updates, and lead sources at the same time. Without automation, follow-up can become inconsistent. Some leads may receive immediate attention while others wait. With campaigns tied to triggers, the system can help create a more predictable process.
The lesson also highlights relevance. A campaign launched because a borrower came from a specific lead source can be different from a campaign triggered by a rate watch target being met. A pipeline stage change can launch messaging that matches that step of the loan process. This makes outreach feel more timely and aligned with the borrower’s situation.
Finally, integrations matter because they create the flow of data needed to power campaigns. If leads are not entering Loan Officer AI, or if lead sources are not being assigned, the campaign triggers have less to work with. Setting up integrations ensures the system has the inputs it needs to automate marketing effectively.
Campaign setup starts in the Marketing tab. Beneath Campaigns, the platform shows a list of active campaigns. From there, you can review templates or use AI to create a custom campaign. When creating a campaign, you first name it and choose the audience. The transcript gives three audience options: borrowers, partners, or both. In the example, the campaign is built for borrowers.
Next, you configure triggers. A trigger is the condition that starts a campaign. The lesson covers four trigger types. The first is borrower created from lead source. If a lead source does not already exist in the system, you can type it in, select the plus button, and add it. The example lead source is free rate update leads. Once configured, any new borrower from that lead source automatically enters the campaign.
The second trigger is borrower status change. If a borrower’s status changes to hot or new, the system can immediately start the marketing sequence tied to that status. This helps keep outreach aligned with the sales process.
The third trigger is rate watch target met. If a borrower has a rate watch set and the target is achieved, the campaign launches automatically. This is useful because it engages the borrower at a moment when they may be especially motivated.
The fourth trigger is pipeline stage change. When a borrower moves through pipeline stages, such as from pre-approved to disclosed, that change can trigger a tailored campaign that matches the loan process step.
After triggers, campaign settings refine how the campaign behaves. Stop on reply ends the campaign when the borrower or realtor responds. Allow re-entries lets a contact enter the same campaign again if they have been in it before. AI actions and scheduler allows AI to engage immediately when someone replies. AI frequency controls how often contacts receive outreach. The transcript notes that a high frequency such as 90 days works best for lead generation, while long-term nurturing can extend up to a year.
1. Open the Marketing tab. Start by navigating to Marketing and finding the Campaigns area. Review the list of active campaigns so you understand what is already running before creating anything new.
2. Choose how you want to create the campaign. You can review existing campaign templates or use AI to create a new custom campaign. The lesson emphasizes AI campaign creation as a preferred option for building a full sequence quickly.
3. Name the campaign and select the audience. Give the campaign a clear name and choose whether it should go to borrowers, partners, or both. In the lesson example, the campaign is created for borrowers.
4. Select the appropriate trigger. Choose the condition that should start the campaign. Options covered in the lesson include borrower created from lead source, borrower status change, rate watch target met, and pipeline stage change.
5. Configure trigger details. For a lead source trigger, choose an existing lead source or type in a new one and select the plus button to add it. For a status trigger, choose the status changes that should start the campaign. For pipeline stage triggers, select the movement that should launch the sequence.
6. Review campaign settings. Decide whether the campaign should stop on reply, whether contacts can re-enter, whether AI actions and scheduler should engage after replies, and how frequently AI should perform outreach.
7. Generate the campaign with AI. Set the campaign objective, such as reaching out to refinance leads, and let the system create the sequence automatically.
8. Review the schedule. Pay close attention to timing. Day one means 24 hours after the campaign starts. If you want outreach to go out right away, use day zero.
9. Edit while in draft mode, then publish. While the campaign is still a draft, you can make changes. The lesson gives the example of regenerating the campaign in Spanish with a simple command. Once everything looks right, publish the campaign.
10. Set up integrations. Go to Company Settings, then Integrations, to request and set up connection providers. If the provider is not listed, choose custom and submit the details for the development team.
Start with a clear objective before generating a campaign. The transcript gives the example of reaching out to refinance leads. A defined objective helps the AI create a sequence that matches the purpose of the campaign.
Use triggers that match real borrower intent. A rate watch target being met is a strong moment for engagement because the borrower may be more motivated. A hot or new status can also be a strong signal that outreach should happen quickly. Pipeline stage changes should be paired with messaging that fits the borrower’s current step in the loan process.
Be thoughtful with frequency. The lesson notes that lead generation may work best with a high frequency like 90 days, while long-term nurturing can extend up to a year. The right cadence depends on the purpose of the campaign and the relationship with the contact.
Review every AI-generated schedule before publishing. AI can create the full sequence, but the user still needs to confirm timing and content. Day one does not mean immediate; it means 24 hours after start. If immediate contact is required, set the first touchpoint to day zero.
Keep integrations organized. Since campaigns depend on leads and data entering the system, integration setup is a key part of marketing automation. If a provider is not already listed, use the custom option and provide the details needed for setup.
One common mistake is assuming a campaign will send immediately when the first message is scheduled for day one. In this system, day one means 24 hours after the campaign starts. For immediate outreach, day zero is required.
Another mistake is publishing before reviewing the draft. While in draft mode, the campaign can still be edited, regenerated, or adjusted. Once the sequence is created, review the schedule and make sure the content matches the audience and trigger.
A third mistake is choosing triggers without considering the borrower journey. For example, a pipeline stage change should launch messaging that fits that stage. A file moving from pre-approved to disclosed should not receive generic messaging if a more tailored campaign is needed.
It is also easy to overlook integrations. Campaigns need leads and borrower records to act on. If leads are not flowing into the system, or if lead sources are not configured properly, automation may not start as expected.
Imagine you want to create a campaign for refinance leads coming from a free rate update lead source. You begin in the Marketing tab and choose to create a new custom campaign with AI. You name the campaign so it is easy to identify, then select borrowers as the audience.
Next, you choose the borrower created from lead source trigger. If free rate update leads is not already available as a lead source, you type it in, select the plus button, and add it. From that point forward, any new borrower from that lead source can automatically enter the campaign.
You then review the campaign settings. If you want the campaign to stop once a borrower replies, you turn on stop on reply. If you want borrowers to be able to enter the campaign again later, you allow re-entries. If you want AI to engage immediately when someone replies, you enable AI actions and scheduler. For AI frequency, you choose a cadence that fits the campaign objective.
With the objective set to refinance lead outreach, you generate the campaign with AI. The system creates the full sequence automatically. You review the touchpoints and schedule, checking whether the first message should go out on day zero or day one. If you need a Spanish version, you can regenerate the campaign in Spanish while still in draft mode. After reviewing the full sequence, you publish it.
Finally, you confirm that leads can enter the system. You go to Company Settings, then Integrations, and review available providers. If your provider is not listed, you choose custom, fill in the details for the development team, and submit the request. The transcript notes that integration turnaround is typically 72 hours.
Campaigns in Loan Officer AI help automate timely, relevant outreach to borrowers and partners. The key setup pieces are audience, trigger, settings, AI-generated sequence, schedule review, and publishing. Triggers can be based on lead source, borrower status change, rate watch target met, or pipeline stage change.
The lesson also makes clear that integrations are part of the foundation. Campaigns need leads and borrower data in order to work. By connecting providers through Company Settings and using custom integration requests when needed, you can help ensure new leads flow into the system and activate the right campaigns at the right time.
Navigate to the Marketing tab and look beneath Campaigns to see any active campaigns already in place.
Review available campaign templates or use AI to create a brand new custom campaign.
Give the campaign a name, then select whether the audience should be borrowers, partners, or both.
Select the condition that should start the campaign, such as borrower created from lead source, borrower status change, rate watch target met, or pipeline stage change.
For lead source triggers, choose an existing lead source or type in a new one, select the plus button, and add it.
Review options such as stop on reply, allow re-entries, AI actions and scheduler, and AI frequency.
Set the campaign objective, such as reaching out to refinance leads, and let AI create the full campaign sequence.
Check the schedule carefully. Day one means 24 hours after start, so use day zero for immediate outreach. Publish when satisfied.
Go to Company Settings, then Integrations, to request or configure provider connections. Use the custom option if the provider is not listed.
Go to the Marketing tab. Beneath Campaigns, you can see active campaigns, review templates, or use AI to create a new custom campaign.
The lesson identifies three audience options: borrowers, partners, or both. The example campaign uses borrowers.
A trigger is an automated condition that starts a campaign. It tells the system when it is time to begin outreach.
The lesson covers borrower created from lead source, borrower status change, rate watch target met, and pipeline stage change.
Stop on reply ends the campaign if the borrower or realtor responds.
Allow re-entries lets a contact enter the campaign again if they have been in it before.
Day one means 24 hours after the campaign starts. If you want outreach to happen immediately, choose day zero.
Go to Company Settings, then Integrations. Choose custom, fill in the provider details for the development team, and submit the request. The transcript says turnaround is typically 72 hours.
[00:00] The next sections we're going to cover marketing and integrations. To start, navigate to the marketing tab. Right beneath campaigns, you will see a list of any active campaigns. [00:17] From here, you can review other campaign templates or our favorite, use our AI to create brand new custom campaigns. To create a new campaign, start by naming it, then choose your audience, borrowers, partners, or both. In this example, we'll stick with borrowers. [00:35] Now let's talk about triggers. Triggers are the automated actions that start a campaign. Think of them as the conditions that tell the system it's time to reach out. There are several types of triggers and we'll go through them one by one. [00:53] Trigger one, borrower created from lead source. When initially setting up the trigger, if the lead source doesn't already exist in your system, simply type it in, select the plus button, and add it. For example, free rate update leads. Now any new borrower from that lead source automatically enters the campaign. [01:13] Trigger two, borrower status change. Status changes can also fire a campaign. For instance, if a borrower's status changes to hot or new, the system will immediately start the marketing sequence tied to that status. This is perfect for keeping outreach in sync with your sales process. [01:32] Trigger three, rate watch target met. If a borrower has a rate watch set and that target is achieved, the campaign automatically launches. This ensures you're engaging borrowers right at the moment they're most motivated. [01:48] Trigger four, pipeline stage change. Campaigns can also fire when a borrower moves through the pipeline. For example, if a file changes from pre-approved to disclosed, that stage change can trigger a tailored campaign designed to match that step of the loan process. [02:07] Now let's review campaign settings. Stop on reply ends the campaign if the borrower or realtor responds. Allow re-entries lets a contact re-enter the campaign if they've been in it before. AI actions and scheduler enables AI to engage immediately when someone replies. [02:26] Next is AI frequency. This controls how often contacts receive outreach. For lead generation, a high frequency like 90 days works best. For long-term nurturing, you can go up to a year. [02:41] Once you've set your objective, for example, reaching out to refi leads, you can generate the campaign with AI. The system creates the full sequence automatically. After creation, review the schedule. [02:57] Remember, day one means 24 hours after start. If you want immediate outreach, select day zero. Once you're satisfied, publish the campaign. While in draft mode, you can still edit. [03:13] For example, regenerate the campaign in Spanish with a simple command and all touchpoints update instantly, including replies. As a quick recap, here's how triggers work in real time. [03:28] In the borrower's screen, changing a borrower's status can fire a campaign. Assigning a lead source can fire a campaign. And hitting a rate watch target can fire a campaign. [03:43] Now heading over to pipelines, moving a file through pipeline stages can also fire a campaign if you configure it to do so. All of these ensure your outreach is automated, timely, and relevant. [03:59] Now that we have reviewed campaigns, we need to get leads into the system for those campaigns to send to. For that, we rely on integrations. Go to company settings, then integrations. [04:15] Here, you can request and set up integration connections. If your provider isn't already listed, choose custom and fill in the details for our development team and we will handle the rest. Turnaround is typically 72 hours for integrations. [04:32] And that wraps up our intro into campaigns, triggers, and integrations inside Loan Officer AI. Thanks for watching and we'll see you in the next video.