Each card opens to the full cadence and journey-management detail — click "Full journey detail" to expand.
Customer Intelligence
Insight-Triggered Alerts
Fired automatically off Total Expert / Optimal Blue insight alerts — credit improvement, credit inquiry, equity, listing activity, and rate opportunity.
Audience
Clients declined for credit who've raised their score to 620+
Trigger
CI credit-improvement insight created; LO notified immediately
Goal
Work with client on purchase or refi at better terms
Full journey detail
1 3 days Good News! — options open up 2 +10 days Path to Home Ownership 3 +10 days New Possibilities 4 +10 days Let's Talk — start application 5 +10 days Dream Home is Calling
Off-ramps
Loan application received → removed, added to In Process Journey
Unsubscribe halts immediately, LO notified
Bounce: 2 attempts, LO has 3 days to fix contact info
On completion
Moves to Quarterly Lead Touchback
LO confirms Birthday/Holiday/Newsletter campaigns and eligible CI monitoring (Listing, Equity, Rate, Credit Watch)
Audience
Contacts who've had credit pulled by another lender
Trigger
Insight created; LO has 3 days to review before first send
Full journey detail
1 Immediately Shopping for a Mortgage? 2 +1 day Your Dream Home Awaits 3 +5 days Compare Notes? — invite a competing loan estimate
Off-ramps
Unsubscribe ends the email track immediately (LO notified; contact stays on phone-call task track)
Loan originated at any point → ends immediately, status → In Process
On completion
No application by end of journey → status changes to Cold Lead
Moves to Quarterly Lead Touchback; removed from Credit Watch
Audience
Contacts with an equity insight alert showing 20%+ equity
Trigger
Equity Watch insight created
Goal
Get contact to apply or reach out to discuss options
Full journey detail
1 3 days Alert Contact to Equity 2 +2 days Resource & Guidance 3 +2 days Ideal Time to Put Equity to Work 4 +2 days How Do You Want to Use Your Equity? 5 +2 days See Your Options 6 +3 days Opens Up Opportunity 7 +3 days Give Me 5 Minutes
Off-ramps
Unsubscribe → note added to contact; SMS/calls continue
Loan closed date <6 months ago → journey marked complete
Loan application received → moves to In Process
On completion
Moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
Audience
Contacts who have listed their home for sale
Trigger
Assigned to group CI | Listing Insight; first email 2 days after LO's alert
Goal
Position LO as go-to resource for financing the next move
Full journey detail
1 Day 2 Here to Help 2 Day 4 What's Next 3 Day 6 Let Me Help 4 Day 9 What's Next? 5 Day 14 Here's How I Can Help
Off-ramps
Unsubscribe halts the email track immediately (stays on LO call-task track)
Loan started at any point → moves to In Process group
On completion
Added to Quarterly Lead Touchback, removed from this journey
CI | Rate Alert Up to 5 emails · 30 days (renews every 60 days)
View design →
Audience
Contacts with a current rate 1%+ above today's market (Optimal Blue)
Trigger
Rate-alert insight created in Total Expert
Full journey detail
1 +2 days Unlock Savings 2 +3 days What's the Scoop 3 +5 days Say Hello to Lower Rates 4 +7 days Your Mortgage, Your Way 5 +13 days Seize the Opportunity
Off-ramps
Unsubscribe halts email track (LO notified; stays on call-task track)
Loan started at any point → moves to In Process
On completion
Completes without a loan → moves to Quarterly Lead Touchback
In Process
Transaction Status Updates
Transactional milestone updates from contract through funding. Unsubscribes do not halt these — they're status notifications, not marketing.
In Process – Buyer's Agent Up to 10 emails · milestone-based
View design →
Audience
Buyer's agent on a purchase transaction
Trigger
Loan status changes to Under Contract
Goal
Keep the agent informed in real time (limited info shared)
Full journey detail
1 Contract Contract Received 2 Ordered Appraisal Ordered 3 Received Appraisal Received (no value shared) 4 Sent Sent to Underwriting 5 Initial Conditional Approval (no details) 6 CD Sent CD Out 7 CTC Clear to Close 8 Docs Out Docs Out 9 +1 week Post-Close Check-In & Review Request
Off-ramps
Journey begins when contract is logged in Encompass
Unsubscribes do NOT halt — all emails are transactional
Text-only; no video option
In Process – Listing Agent Up to 8 emails · milestone-based
View design →
Audience
Listing agent on a purchase transaction
Trigger
Loan status changes to Under Contract
Goal
Keep the agent informed in real time (limited info shared)
Full journey detail
1 Contract Contract Received 2 Ordered Appraisal Ordered 3 Received Appraisal Received (no value shared) 4 Sent Sent to Underwriting 5 CD Sent CD Out 6 CTC Clear to Close 7 Docs Out Docs Out 8 +1 week Post-Close Check-In & Review Request
Off-ramps
Journey begins when contract is logged in Encompass
Unsubscribes do NOT halt — all emails are transactional
Text-only; no video option
In Process – Purchase Borrower Up to 11 emails · milestone-based
View design →
Audience
Borrowers with a Purchase loan currently in process
Trigger
Loan status changes to Under Contract
Goal
Keep the borrower informed in real time
Full journey detail
1 Application Thank You for Applying 2 Processing Do's and Don'ts 3 Ordered Appraisal Ordered 4 Received Appraisal Received (no value shared) 5 Sent Underwriting Overview 6 Initial Conditional Approval (no details) 7 CD Sent CD Ready for Review 8 CTC Clear to Close & Next Steps 9 Docs Out Docs Sent to Title 10 +1 week Post-Close Check-In & Review Request
Off-ramps
Journey begins when contract is logged in Encompass
Unsubscribes do NOT halt — all emails are transactional
LO can choose no-video, default, or custom video per email
On completion
Moves to post-close event-driven journey (2 emails immediately, 1 at year anniversary)
Also enrolled in post-close calendar auto-campaign (monthly tips)
In Process – Refi Borrower Up to 11 emails · milestone-based
View design →
Audience
Borrowers with a Refinance loan currently in process
Trigger
Loan status changes to Application Received (full 6-piece app)
Goal
Keep the borrower informed in real time
Full journey detail
1 App received Exciting News: Application Is In 2 Processing Do's and Don'ts 3 Ordered Appraisal Ordered 4 Received Appraisal Received (no value shared) 5 Sent Underwriting Overview 6 Initial Conditional Approval (no details) 7 CD Sent CD Ready for Review 8 CTC Clear to Close & Next Steps 9 Docs Out Docs Sent to Title 10 +1 week Post-Close Check-In
Off-ramps
Journey begins when full application is logged in Encompass
Unsubscribes do NOT halt — all emails are transactional
LO can choose no-video, default, or custom video per email
On completion
Moves to post-close event-driven journey (2 emails immediately, 1 at year anniversary)
Also enrolled in post-close calendar auto-campaign (monthly tips)
Weekly Loan Status Email Recurring, every Friday · while loan is active
View design →
Audience
Borrower, buyer's agent, and seller's agent on a loan in process
Trigger
Loan status changes to "Sent to Processing" (paused if property address is still TBD)
Goal
Keep all parties aligned on loan status every week
Full journey detail
1 Every Friday Weekly Status Update — recurring, no fixed end date
Off-ramps
Paused if the property address is still TBD
Halts immediately on Withdrawn, Suspended, Shipped to Investor, Post Closed, Post Close Thank You, Paid in Full, Denied, Closed, Completed, or Funded
On completion
Contact moves to the post-close journey
Opt-Out Prescreen – Initial Application 1 email per loan participant
View design →
Audience
Borrowers who have applied for a mortgage (up to 3 borrowers + 3 co-borrowers per loan)
Trigger
Loan is created — fires system-wide
Goal
Compliance notice — help the borrower opt out of trigger leads
Full journey detail
1 Day 1 Stop Unwanted Calls — Opt-Out Prescreen & DoNotCall.gov instructions
On completion
None — one-time compliance email, no further journey
Lead Nurture
Pipeline Nurture Journeys
Longer-form nurture tracks for leads at every stage — pre-approval, credit-building, refinance, HELOC, and post-consult follow-up.
After Consult – Not Pre-Approved Up to 7 emails · 12 months
View design →
Audience
Lead the LO has met with, not yet pre-approved
Trigger
Assigned to group manually or via another automation
Goal
Encourage the lead to get pre-approved
Full journey detail
1 30 days Post-Consult Check-In 2 +30 days Reaffirming Support 3 +30 days Gauge Interest 4 +30 days Pre-Approval Push 5 +60 days Reconnect Invite 6 +90 days Offer Advantage 7 +90 days Year Check-In
Off-ramps
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified, logged to activity feed
Loan originated (moves to processing) → journey halts
On completion
Moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
After Consult – Preapproved & Looking (PAL) Up to 11 emails · 4 months
View design →
Audience
Pre-approved borrower still shopping for a home
Trigger
Assigned to group, or manually added
Goal
Stay top-of-mind with reassurance and encouragement while shopping
Full journey detail
1 5 days Congrats on Approval 2 +6 days Assistance Reminder 3 +5 days Debt Ratios Tip 4 +5 days Home Search Check-In 5 +10 days Here to Help 6 +10 days Approval Refresh 7 +10 days Gift Funds Tip 8 +15 days Checking on Changes 9 +15 days Referral Check-In 10 +15 days Don't Give Up! 11 +30 days Final Check-In
Off-ramps
LO notified on any email open; contact tagged "Engaged Contacts," journey continues
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
Loan application received → moves to In Process
Removed from journey group → status set to complete
On completion
Moves to Buyer Long Term 12 Month journey; confirm auto-campaigns and CI monitoring eligibility
Journey – APM HELOC Lead Conversion 17 touchpoints (15 email + 2 SMS) · 150 days
View design →
Audience
Homeowners with equity who've expressed HELOC interest
Trigger
Manual add · clicked HELOC in another journey · CI Equity Insight with 40%+ equity
Goal
Encourage the borrower to apply for the APM HELOC program
Full journey detail
1 Immediately Introducing HELOC 2 +3 days SMS: Quick Nudge 3 +3 days Home Improvement 4 +6 days Debt Consolidation 5 +6 days Emergency Prep 6 +7 days Rate Comparison 7 +7 days Flexible Access 8 +3 days SMS: Flexibility 9 +5 days Tax-Deductible Interest 10 +10 days Education Funding 11 +10 days Vacation Funding 12 +15 days Investment Capital 13 +15 days Retirement Planning 14 +15 days Seasonal Expenses 15 +15 days Financial Safety Net 16 +15 days Reminder: Act Now 17 +15 days Final Reminder
Off-ramps
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
Loan application received → moves to In Process
On completion
Waits 30 days after final email; no HELOC application → moves to Quarterly Lead Touchback
Confirm auto-campaigns and CI monitoring eligibility
Audience
Home sellers who want to buy before they sell
Trigger
Assigned to group Journey – Bridge to Buy
Goal
Give current homeowners options to buy before selling
Full journey detail
1 Immediately Introduce the Bridge Loan 2 +3 days Buy Before You Sell — options 3 +5 days Using a HELOC to Access Cash 4 +10 days Renting Out Current Home 5 +14 days Making a Contingent Offer 6 +14 days Seller PreLock
Source deck itemizes 6 email steps but states 7 total — the 7th isn't broken out individually in the design.
Off-ramps
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
Loan application received → moves to In Process
On completion
No loan originated → moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
Journey – Buyer Long Term (12 Month) Up to 11 emails · 12 months
View design →
Audience
Buyers 4–12 months out from purchasing
Trigger
Assigned to group, or manually added
Core positioning
Buying smart > buying fast; preparation creates leverage; financing should match life, not just rate
Full journey detail
1 Immediately Introduction 2 +3 days Getting Real Numbers 3 +6 days Being a Stronger Buyer 4 +11 days Building a Strategy 5 +14 days Check-In, Update Plan 6 +25 days Run the Numbers 7 +30 days Fine-Tune Financial Profile 8 +50 days When to Start the Process 9 +60 days Revisit the Plan 10 +60 days How Can I Help? 11 +70 days Start Pre-Approval
Off-ramps
Any email open notifies LO immediately (no notification if not opened)
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
Loan application received → moves to In Process
On completion
No loan originated → moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
Journey – Debt Consolidation Refi 5 emails · 4 weeks
View design →
Audience
Contacts who have equity and high debt
Trigger
Assigned to group, or manually added
Goal
Contact the LO for a mortgage review
Full journey detail
1 Immediately Introduction — We Have Answers 2 +7 days Let's Get Real About Debt 3 +7 days You Take Control 4 +7 days Getting Real 5 +7 days Financial Freedom
Off-ramps
Halts immediately if a loan is created
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
On completion
Contact removed from journey and group
Journey – Get Pre-Approved Long Term (Spanish) Up to 15 emails · 34 weeks
View design →
Audience
Spanish-speaking contacts needing to get pre-approved
Trigger
Assigned to group or journey
Goal
Engage homebuying prospects
Full journey detail
1 Day 7 Is Your Money Multi-Tasking? 2 +4 days What's Your Limit? 3 +6 days Do You Know the Difference? 4 +7 days I Saw It on the Internet, So… 5 +6 days Now or Later? 6 +5 days Who's More Comfortable? (owning vs. renting) 7 +15 days Choose — or Settle? 8 +15 days Filling in the Blanks 9 +14 days You Can Get More 10 +32 days Skip the Letdown 11 +30 days Not Sure? 12 +30 days Apples and Oranges 13 +30 days What's Out There? (credit report) 14 +30 days Controlled vs. In Control 15 +30 days Starting Somewhere — let's touch base
Off-ramps
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
Full loan application (6 pieces) halts journey — live loan in process
Phone-call tasks queued after emails 2, 3, 7, 9, and 14
On completion
Removed from group, status set to "Failed" — LO reaches out and manually reassigns as needed
No auto-assign to further journeys, due to potential language barrier
Journey – Lead: First Time Homebuyer (APM) Up to 23 emails · 275 days
View design →
Audience
Renters and first-time homebuyers planning their first purchase
Trigger
Assigned to group Journey FTHB
Goal
Engage first-time homebuyers
Full journey detail (23 emails, condensed by phase)
1 Day 0–11 Welcome & pre-approval basics (2 emails) 2 Day 18–49 Credit score education & readiness checklist (4 emails) 3 Day 58–105 Affordability & real financing numbers (4 emails) 4 Day 120–180 Building wealth, rent vs. own (4 emails) 5 Day 197–214 Pride of ownership, readiness checklist (2 emails) 6 Day 235–275 Timing & re-engagement close-out (3 emails)
Off-ramps
Any email open notifies LO, journey continues
Unsubscribe halts immediately, LO notified
Loan originated at any point → halts immediately, status → Journey Success
On completion
No application by end → status "Lead Failed," moves to Quarterly Lead Touchback
Journey – Lead: Purchase, Current Homeowner Up to 25 emails · up to 12 months (dual-track)
View design →
Audience
Current homeowner interested in purchasing a new home
Trigger
Assigned to group Journey Lead Purchase Homeowner
Full journey detail (25 touchpoints, dual-track by engagement)
Track 1 = standard cadence; Track 2 = slower cadence for lower engagement. Opens at any point speed a contact back to Track 1. Engagement is re-checked after emails 6, 9, 15, and 21.
1 Day 0–14 Getting started, contact info, initial info check (3 emails) 2 Day 14–35 Market update, progress check, beyond the calculator (3 emails) 3 Day 35–70 Trusted guidance, don't miss out, personal check-in, status check (4 emails) 4 Day 70–120 Weighing options, real information, encouragement (3 emails) 5 Day 120–200 Quick asks, cut through noise, equity & market refreshes (5 emails) 6 Day 200–280 Needs vs. budget, simple check-ins, status updates (4 emails) 7 Day 280–365 Helpful tips, reassurance, final outreach (3 emails)
Off-ramps
LO notified on any open; journey continues
LO call tasks queued after emails 3, 6, and 12, and on opens between 10–15 / 15–21
No opens through email 6 → routes to slower Track 2 (any later opens speed back to Track 1)
Unsubscribe halts immediately, LO notified
Loan originated at any point → halts immediately, status → Journey Success, moves to Pre-Approved group
On completion
No application by end → status "Failed," moves to Quarterly Lead Touchback
Journey – Lead Purchase (Slow Cadence) 13 emails · 13 months
View design →
Audience
Purchase-intent contacts who are not pre-approved
Trigger
Manually assigned to the journey
Full journey detail (one email every 30 days)
1 Immediately Where to Start 2 +30 days 5-Star Ratings 3 +30 days 4 C's of Mortgages 4 +30 days Achieve More Net Worth 5 +30 days Turn Yourself Into a Buyer (pre-approval) 6 +30 days Down Payment Options 7 +30 days Using a Realtor 8 +30 days Credit Scores 9 +30 days Debt Ratios 10 +30 days The Value of Owning a Home 11 +30 days Choose or Settle? 12 +30 days Home Inspections 13 +30 days Important Things to Know (making an offer)
Off-ramps
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
Loan application received → moves to In Process
On completion
Moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
Journey – Lead: Purchase, Credit-Challenged 12 emails · ~54 weeks
View design →
Audience
Purchase opportunities who need to raise their credit score to qualify
Trigger
Manual assignment to group Journey – Credit Challenged
Goal
Help the client raise their credit score so they can purchase
Full journey detail
1 1 day Know Your Credit 2 +13 days Understanding Credit Scores 3 +21 days Reviewing Your Credit Report 4 +30 days Building a Budget 5 +30 days Managing Debt 6 +45 days Growing Your Savings 7 +45 days Exploring Alternative Financing 8 +45 days Expert Guidance 9 +45 days Staying Motivated 10 +45 days Down Payment Options 11 +30 days Celebrating Progress 12 +30 days Ready to Apply — Do's & Don'ts
Off-ramps
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
Email opened → LO notified, contact tagged "Journey Warm," journey continues
Loan application received → moves to In Process
On completion
Moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
Journey – Refinance, Long Term Up to 20 emails · 12 months (dual-track)
View design →
Audience
Past clients and prospects who may want to refinance
Trigger
Assigned to group Journey Refinance – Long Term
Goal
Nurture, educate, and prompt conversation (Apply Now on every email)
Full journey detail (20 emails, throttled by engagement checkpoints)
Engagement checked after emails 4, 8, 12, and 16. No opens slows the contact to Track 2 (or, after email 16's checkpoint, halts further sends until email 20); any open speeds back to Track 1.
1 Immediately Refi Readiness 2 +7 days PMI Removal 3 +8 days Rate Check 4 +4 days Mortgage Points 5 Checkpoint Plans Check-In 6 +21 days Debt Consolidation 7 +21 days HELOC Reset 8 +21 days Open Questions 9 Checkpoint Equity Options → Equity Uses → Life Changes → PMI Deep Dive 10 Checkpoint General Check-In → Refi Myths → Ongoing Support → Refi Prep 11 Checkpoint Home Fit → Silent Shifts → Standing Offer → Journey Close
Off-ramps
LO notified when emails are opened at checkpoints
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
Loan application received → moves to In Process
On completion
Moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
Audience
Contacts who may be looking to downsize or upsize
Trigger
Manually assigned to the journey
Goal
Apply now or contact the LO
Full journey detail
1 Immediately What's Your Next Move? 2 +5 days Upsizing 3 +5 days Downsizing 4 +5 days Feeling Stuck? (buy before you sell) 5 +5 days Right-Sizing 6 +5 days Start with a Conversation
Off-ramps
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
Loan application received → moves to In Process
On completion
Moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
Audience
Doctors, dentists, and veterinarians
Trigger
Added to group Journey – Doctor Loan
Core positioning
No down payment or PMI required; qualify without years of job history; built for medical, dental, and veterinary careers
Full journey detail
1 Immediately Doctor Loan Overview 2 +5 days No Waiting to Buy 3 +5 days Bigger Loan Options 4 +7 days New Job? No Problem 5 +14 days Simplify the Process
Off-ramps
Unsubscribe halts immediately, LO notified
Loan application received → removed from journey
On completion
Moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
Audience
Veterans who are current VA loan homeowners
Trigger
Manually added, or assigned to group Journey VA Refinance
Goal
Help VA homeowners apply for a streamlined IRRRL refinance that lowers rate and payment
Full journey detail
1 Day 1 Lower Your Rate 2 Day 6 Save Each Month 3 Day 13 Skip the Hassle (no appraisal/income verification) 4 Day 20 Lock In Your Rate 5 Day 30 No Upfront Costs 6 Day 40 Fast & Simple Process 7 Day 50 Skip a Payment 8 Day 64 Choose Your Term 9 Day 78 Protect Your Equity 10 Day 99 Free Analysis — final recap
Off-ramps
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
Halts immediately if a loan is created
On completion
Moves to Quarterly Lead Touchback and added to the Long Term Refinance journey
Confirm Birthday, Holiday, and Newsletter campaigns
Get Pre-Approved Long Term (English) 15 emails · 240 days
View design →
Audience
First-time homebuyers, new leads, purchase
Trigger
Manually added, assigned to group, or added to journey
Goal
Borrower application started
Full journey detail
1 Day 2 Start the Conversation 2 Day 6 Know Your Limit 3 Day 12 Pre-Qual vs. Pre-Approval 4 Day 19 Get Real Numbers 5 Day 25 Why Not Now 6 Day 30 No-Obligation Approval 7 Day 45 Power to Act (competitive edge) 8 Day 60 No Commitment Required 9 Day 74 Build Your Net Worth 10 Day 88 No Obligation, Just Info 11 Day 120 Explore Your Options 12 Day 150 Confirm Your Numbers 13 Day 180 Review Your Credit 14 Day 210 Own Your Plan 15 Day 240 Where You're Headed — wraps the journey
Off-ramps
Several emails trigger an LO call task "regardless of opens" (emails 2, 3, 8, 9, 11, 14)
Unsubscribe halts immediately, LO notified, logged to activity feed
Loan originated → halts immediately, status → Journey Success, moves to Pre-Approved group
On completion
No application by Day 240 → status "Cool"
Moves from Lead group/journey to Recurring Touchback group/journey
Lead Purchase – Vacation/2nd Home 8 emails · 93 days
View design →
Audience
Current homeowners and real estate investors
Trigger
Assigned to group Journey – Lead Purchase Vacation/2nd Home
Full journey detail
1 Immediately You've Earned It 2 Day 9 Your Home as a Financial Tool 3 Day 18 The Full Financial Picture 4 Day 29 Uncovering Hidden Equity 5 Day 44 Revisit the Second-Home Idea 6 Day 61 Know Your Leverage 7 Day 78 Your Own Getaway 8 Day 93 Explore Your Options
Off-ramps
Bounce: LO notified, 3 days to fix before a retry; a second bounce fails the journey and removes the contact
Email opened → LO notified, journey continues; unsubscribe halts immediately, LO notified
On completion
Moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
Quarterly Lead Touchback 4 emails · repeats every 3 months, indefinitely
View design →
This is the recurring "holding" journey nearly every other journey in this guide feeds into when it completes without a loan — worth keeping current since it's the most heavily-referenced journey here.
Audience
Any contact who finished a journey without originating a loan, or any lead the LO wants to keep in touch with
Trigger
Assigned to group Journey Lead Touchback
Goal
Application started — low-pressure, no-pester check-ins
Full journey detail
1 Immediately Checking In 2 +3 months Progress Check 3 +3 months Open Door, No Pressure 4 +3 months Quick Check-In Invite
Off-ramps
Unsubscribe halts messaging (LO notified); contact stays in the group so the LO can see where they left off
Loan originated → halts immediately, status → Journey Success
On completion
Neither outcome → the 4-email cycle repeats every 3 months, indefinitely, until the LO manually ends it
Audience
Leads attending open houses
Trigger
Assigned to group Journey Open House
Goal
Application started (core positioning themes still marked TBD in source)
Full journey detail
1 Immediately Thank You (post-visit) 2 +7 days Get Competitive 3 +7 days Check In & Explore Fit/Budget 4 +14 days Home Search Check-In 5 +14 days Key Buying Factors 6 +14 days Financial Check-In 7 +21 days Rate Awareness 8 +21 days Ongoing Support Offer 9 +30 days Final Check-In
Off-ramps
Bounce: 2nd bounce marks journey failed, contact removed from group
Unsubscribe halts immediately, LO notified
Starting pre-approval → halts immediately, moves to In Process group
On completion
No application by end → status Cold Lead, moves to Quarterly Lead Touchback
Reverse Mortgage – Warm Lead Up to 12 emails · 2.5 months
View design →
Several subject lines in the source have autocorrect-style typos ("rebrement," "Sbll") — themes below are clean, but the actual email copy needs a proofread pass before send.
Audience
Borrowers already spoken to who are potentially interested in a reverse mortgage
Trigger
Assigned to group Journey Reverse Mortgage – Warm Lead
Goal
Application started — home equity as an active retirement tool
Full journey detail
1 Immediately Introduction — start a retirement planning conversation 2 +7 days Skip Mortgage Payments 3 +7 days Retirement Shortfalls 4 +7 days Diversify Your Strategy 5 +7 days Fund Home Renovations 6 +7 days Increase Buying Power 7 +7 days Standby Line of Credit 8 +7 days Cover Medical Costs 9 +7 days Fund Your Travel 10 +7 days Start a New Business 11 +7 days Take the Next Step 12 +7 days Act Now
Off-ramps
Bounce: 2nd bounce → status failed, contact removed, LO notified
Unsubscribe halts immediately, LO notified, logged
Loan originated → halts, status → converted
On completion
No action → status failed, added to Quarterly Lead Touchback
Reverse Mortgage – Cold Lead Up to 6 emails · 1.5 months
View design →
Audience
Potential reverse mortgage borrowers who don't know the LO yet
Trigger
Assigned to group Journey Reverse Mortgage – Cold Lead
Goal
Application started — equity as more than a retirement-shortfall fix
Full journey detail
1 Immediately Why Waiting Costs You 2 +7 days Retirement Funding Gap 3 +14 days Proactive Planning 4 +21 days Freedom in Retirement 5 +28 days Equity Has More to Give 6 +35 days Retirement Security Is Reachable
Off-ramps
Bounce: 2nd bounce → status failed, contact removed, LO notified
Unsubscribe halts immediately, LO notified, logged
Loan originated → halts, status → converted
On completion
No action → status failed, enrolled in Quarterly Lead Touchback
Audience
Fire, police, teachers, and other active or retired public servants
Trigger
Added to group Journey – STaR Loan
Goal
Open a conversation with appreciation, move toward a started application
Full journey detail
1 Immediately Opening & Appreciation 2 +5 days Program Benefits 3 +10 days Eligibility Check 4 +17 days Getting Started 5 +31 days Final Appreciation & CTA
Off-ramps
Unsubscribe halts immediately, LO notified
Loan application received → removed from journey
On completion
Moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
Audience
VA borrowers looking to purchase
Trigger
Assigned to group Journey VA Purchase, or manually added
Core positioning
No down payment or PMI; VA loan myths don't hold up; acting now protects today's rate and your benefit
Full journey detail
1 Immediately VA Loan Overview 2 +3 days Why VA Loans Work 3 +5 days Busting VA Loan Myths 4 +5 days 4 Steps to Buy 5 +7 days Veteran Success Stories 6 +7 days Renting vs. Buying 7 +7 days Your Questions Answered 8 +10 days Lock In Your Rate 9 +10 days Get Pre-Approved 10 +14 days Don't Miss Out
Off-ramps
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
Loan application received → moves to In Process
On completion
No loan originated → moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
Audience
First-time homebuyers planning to buy their first home
Trigger
Manually added, or assigned to group Journey – Buying a Condo for First Home
Goal
Educate first-time buyers on the advantages of buying a condo
Full journey detail
1 Day 1 Why a Condo? 2 Day 5 Condo vs. House 3 Day 10 Property Types (condo, townhome, PUD, condo-tel) 4 Day 15 Ready to Search
Off-ramps
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
Halts immediately if a loan is created
On completion
Moves to Quarterly Lead Touchback; confirm Birthday, Holiday, and Newsletter campaigns
Audience
Potential homebuyers who are on the fence
Trigger
Assigned to group Journey – Don't Wait to Buy
Full journey detail
1 Immediately Check-In — rates and prices could go up 2 +5 days Paying Rent Is a Trap 3 +5 days Is It Really Possible to Time the Market? 4 +7 days What Is Inflation Really Costing You? 5 +15 days Tell Today's Rates to Take a Hike
Off-ramps
Unsubscribe halts immediately, LO notified
Loan started at any point → moves to In Process group
On completion
Moves to Quarterly Lead Touchback
Audience
Clients with an FHA loan who are thinking about selling
Trigger
Assigned to group Journey – FHA Assumable Loans
Goal
Start an application by showing how the FHA loan can be assumed by a qualified buyer
Full journey detail
1 Immediately Assumability Basics 2 +7 days Selling Advantage 3 +7 days Assumable Benefits
Off-ramps
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
Email opened → LO notified, tagged "Engaged Contacts," continues
Loan application received → moves to In Process
On completion
Moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
Note: this covers similar ground to "Builder Approach" in Brand Awareness (below) — both target builders wanting a relationship with the LO, with different cadences (6 emails/62 days here vs. 7 emails/52 days there). Worth checking whether both are meant to run, or one should be retired.
Audience
Builders the LO is seeking to start a relationship with
Trigger
Assigned to group Journey – Lead Builder Partner
Full journey detail
1 Immediately Single-Property Sites 2 +7 days Lead Capture & Pipeline 3 +9 days Direct Mail Promotion 4 +11 days Automated Follow-Up 5 +15 days Open House Boost 6 +20 days Let's Meet
Off-ramps
Email opened → LO notified, journey continues
Unsubscribe halts, LO notified, logged
On completion
No application by end → status "Cool," removed from Lead group, added to Recurring Touchback group
Audience
Past clients and prospects
Trigger
Added to group Journey – Mortgage Review Rates Dropping
Goal
Get the contact to start a mortgage application
Full journey detail
1 Immediately Rates Are Dropping 2 Day 3 Are You Missing Out? 3 Day 6 Take Action Now
Off-ramps
Unsubscribe halts immediately, LO notified
Loan application started → removed from journey
On completion
Contact does not roll into another journey
Audience
Existing homeowners considering whether refinancing makes sense
Trigger
Manually added, or assigned to group Journey Refinance
Goal
Show homeowners reasons to refinance beyond chasing a lower rate
Full journey detail
1 Day 1 Beyond the Rate 2 Day 10 Your Mortgage Should Evolve With Your Life 3 Day 17 Myth-Busting 4 Day 24 Equity Options 5 Day 31 Cash Flow Boost 6 Day 38 Renovation Funding 7 Day 45 Debt Consolidation 8 Day 52 Home as an Asset 9 Day 59 Mortgage Review Invite 10 Day 66 Free Analysis
Off-ramps
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
Halts immediately if a loan is created
On completion
Moves to Quarterly Lead Touchback and added to the Long Term Refinance journey
Business Partner
Realtor & Agent Relationships
Builds referral relationships with real estate agents.
Realtor Approach – Service Focused Up to 6 emails · 2.5 months
View design →
The cadence overview lists 5 additional step titles (Financial Readiness, ProgramFit, Ongoing Check-In, FeedbackLoop, Readiness & Pre-Approval) that aren't yet built out with actual email content — treat those as placeholders, not live steps.
Audience
Real estate agents not currently working with the LO
Trigger
Assigned to group Journey Realtor Approach – Service Focused
Goal
Create a partnership and cultivate more loans/applications
Full journey detail
1 Immediately Introduction & Awards 2 +8 days Co-Marketing Tools 3 +9 days Loan Products 4 +11 days APConnect Benefits 5 +9 days Tech Stack Edge 6 +9 days Let's Connect
Off-ramps
Unsubscribe halts immediately, LO notified
Removed from the journey's group → halts immediately
No interest shown → status Cold Lead, removed from group and journey
On completion
Moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
Audience
Realtors working reverse mortgage purchase transactions
Trigger
Assigned to group Journey Reverse Mortgage – Realtor
Goal
The realtor's client begins a reverse mortgage purchase application
Full journey detail
1 Immediately Broader Market 2 +7 days Increase Buying Power 3 +7 days Improve Your Expertise 4 +7 days The Right Loan for the Right Buyer
Off-ramps
Bounce: 2nd bounce → status failed, contact removed, LO notified
Unsubscribe halts immediately, LO notified, logged
On completion
Moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
New Realtor Lead Follow-Up Up to 10 emails · 5 months
View design →
The Audience/Goal text in this deck reads as a generic buyer-lead follow-up (no realtor-specific language at all), despite the title. Worth confirming with Kamila whether this is actually realtor-facing content that still needs writing, or a generic lead deck that was misfiled under Business Partner.
Audience
Lead without contact yet, hasn't submitted an application
Trigger
Assigned to group Journey – New Lead Follow Up
Goal
Create a partnership and cultivate more loans together
Full journey detail
1 Immediately Initial Outreach 2 +2 days Let's Connect 3 +2 days Why It Matters 4 +3 days Still Interested? 5 +4 days Following Up 6 +5 days Need Help? 7 +13 days Checking In Again 8 +30 days Explore Your Options 9 +30 days Still Buying? 10 +60 days Final Check-In
Off-ramps
Email opened → LO notified, journey continues
Bounce: 2nd bounce → journey failed, contact removed, LO notified
Unsubscribe halts immediately, LO notified, logged
Loan originated (moves to processing) → journey halts
On completion
No action by end → offboarded to Quarterly Lead Touchback
Brand Awareness
Builder Relationships
Introduces APM to builders and contractors to open a referral partnership.
See the note on "Journey Lead Builder Partner" under Lead Nurture — the two decks target overlapping builder audiences with different cadences.
Audience
Builders and contractors the LO wants to build a relationship with
Trigger
Assigned to group Journey – Builder Approach
Goal
Open the door with builders/contractors and earn trust so they bring their buyers to APM
Full journey detail
1 Immediately Introducing APM 2 +5 days Tailored Financing 3 +7 days Construction Loans 4 +10 days Smooth Transactions 5 +10 days Dedicated Support 6 +10 days Co-Branding Opportunities 7 +10 days Finalizing the Partnership
Off-ramps
Unsubscribe halts immediately, LO notified
Removed from the journey's group → halts immediately
On completion
Moves to Quarterly Lead Touchback; confirm auto-campaigns and CI monitoring eligibility
Post-Close
After the Loan Closes
Keeps in touch with clients after closing — reviews, referrals, and annual check-ins. Two summaries referenced in the tracking sheet ("Post Close Refi" and "Post Close Purchase") aren't currently in the Canva folder — worth checking if they were renamed or need to be rebuilt.
The title slide says "2 emails over 7 days," but the summary and cadence describe 4 emails repeating annually off the loan anniversary — the detail below follows the summary/cadence as the more complete version.
Trigger
Automatically triggered by loan anniversary date, yearly
Goal
Start application — reconnect for an annual mortgage review
Full journey detail
1 +7 days after anniversary Time for a Review 2 +7 days Would You Like a Review? 3 +365 days Annual Check-In 4 +7 days Get More From Your Mortgage
Off-ramps
LO notified on the anniversary date, before Emails 1 and 3 go out
Unsubscribe halts immediately, LO notified
Loan started in the last 12 months → removed from journey
On completion
Repeats annually — same 4-email sequence restarts at the next loan anniversary
Audience
Purchase and refinance transactions that have recently closed
Trigger
Loan status changes to Funded, or manually added
Goal
Inform borrowers of next steps after closing
Full journey detail
1 Day 2 Thanks & Review Request 2 Day 365 Checking In — one-year post-close
Off-ramps
Unsubscribe halts immediately, LO notified
Halts immediately if a new loan is created
On completion
LO should confirm the contact is included in Birthday, Holiday, and Newsletter campaigns
AI Assistants
Casey & Alex
Not email journeys — these are always-on AI assistants that watch for specific triggers and hand qualified contacts back to the LO. Quick reference only.
Casey — Voice AI Assistant Calls contacts, qualifies, books or transfers
View design →
What it does
Calls a contact the moment their situation is worth a conversation — qualifies them, then hands the LO an appointment or a live transfer
Full detail
Triggers Casey calls on
Rate Alert — current mortgage rate crosses a threshold worth a second look; reaches out before the moment passesCredit Inquiry — a hard credit pull with an outside lender; brings the contact back before another lender closesPeriodic Review — 183 and 304 days after funding, for every past client; a warm email and text go out first Notification
LO is notified the instant Casey books an appointment or completes a live transfer
How to turn off
Assign to "No Casey – Ever" stops Casey across all three triggers
Assign to a trigger-specific group (e.g. "No Casey CI: Rate") stops just that one
Stops on its own once the contact converts, opts out, or the call sequence ends
Alex — SMS AI Assistant (powered by Verse) Texts contacts, qualifies, hands off when ready
View design →
What it does
Texts new and existing contacts to qualify them, so the LO isn't the one hitting voicemail on a lead that was never going to answer
Full detail
Triggers Alex texts on
New Leads — a purchase, refinance, or HELOC lead comes in from a lead source or web form; text-only, nothing goes to the client by emailDatabase — an existing contact or past client is pushed in for reactivation, to keep warm contacts from going coldHELOC Nudge — a HELOC contact hits a process bottleneck (e-Notary, income verification, offer select); nudges at the stall point Notification
LO is notified the moment a contact is qualified and ready
How to turn off
Stops on its own once a contact is qualified yes/no, says stop, or a loan is created
Can be manually stopped at any time
Cross-Sell
Ancillary Service Referral
Refers purchase borrowers to a partner service during the transaction.
Audience
Borrowers purchasing a home
Trigger
Auto-added 24 hours after the Loan Estimate (LE) is sent
Goal
Offer a free resource to help set up utilities ahead of the move
Full journey detail
1 Within 24h Introduction of Service 2 +3 days Reminder of Service 3 +3 days Final Reminder
Off-ramps
Opt-out via the "OneSource Opt-Out" group
Bounce: 2 attempts, LO has 3 days to fix contact info
Unsubscribe halts immediately, LO notified
On completion
Pushed to OneSource after email 3 — status "Lead Shared"
Books a call → status "Successful"; loan closes without booking → status "Unsuccessful"
Compiled from the Journey Summaries Canva folder and Total Expert journey list. The blank "Journey Summary Template" file in the folder isn't included here since it's not a journey.