The most common automation mistakes in mortgage — over-messaging, bot-tone SMS, broken opt-outs, missed nurture — and the exact fixes.
The most common automation mistakes in mortgage — over-messaging, bot-tone SMS, broken opt-outs, missed nurture — and the exact fixes.
Automation goes wrong quietly. Borrowers stop replying, unsubs climb, and you don't know why for months. Here are the ten patterns to watch and how to correct them.
The mistakes
1. Sending too often (>2 marketing messages/week). 2. Corporate-tone SMS that reads like a bot. 3. Broken opt-out links. 4. No branching — everyone gets the same drip. 5. Skipping quiet hours. 6. No re-engagement path for dormant leads. 7. Automated messages that pretend to be human. 8. Marketing sends from a transactional domain. 9. No tracking on reply rate + unsub rate. 10. Never auditing sequences quarterly.
The fixes
Cap frequency, write in the LO's voice, honor quiet hours, branch by intent, always identify AI when it's AI, split domains, audit quarterly. All defaults in LoanOfficer.ai.
