Business lenders · Call lists
Daily call lists and loan-type routing for lender leads
Ad leads go cold when nobody is sure who calls them, or in what order. We built and tested this in GoHighLevel (GHL) for a private-money lender: Facebook leads come in natively, a smart list becomes the day's call list, each loan type goes to the partner who writes it, and one AI agent speaks for whichever partner owns the lead. No outbound call or follow-up goes out after calling hours.
The job
From the Facebook form to the right partner's phone
The leads arrive without a middle step. We didn't run the lender's ads; the build starts the moment a Facebook lead form is submitted. Capture is native to HighLevel, through the Facebook Lead Form Submitted trigger, and a source-update workflow stamps where each lead came from. HighLevel's help center notes that a trigger with no Page or Form filter fires for every lead form on every connected Page, and that one filter setup covers one form, so each form needs its own filter.
One smart list is the day's call list. Every new ad lead lands on it, and the team works it from the top down. Each call ends with a disposition, a field the caller sets to record how it went, so whoever picks the lead up next can see what already happened. There is no side spreadsheet of who was called.
Each loan type has an owner. The lender's partners split the loan types between them, so assignment reads the loan type and gives the lead to the partner who writes it. That partner is the one who hears about it, with an alert at three points: when the lead is created, when a call is booked and when the deal reaches Pre-Qualified.
One AI agent speaks for both partners. Instead of two agents to keep in step, the lender has one for voice and chat. The owner's name and phone number come from a dynamic field on the lead, so each borrower hears the name and number of the partner who owns their loan type. When the instructions change, they change in one place.
The AI keeps calling hours. It answers inbound calls and messages at any hour. Outbound calls and follow-ups wait. The FCC's rule bars telephone solicitations to a residential subscriber before 8 a.m. or after 9 p.m., local time where the person called is, and the build holds all outbound work to calling hours. This describes a rule; it is not legal advice.
Lists get cleaned before anyone texts them. A contact list often carries several phone numbers on one record. Before any upload meant for texting, we split each record down to one number, then run a litigator scrub and a mobile-validation scrub rather than lean on HighLevel's own mobile check alone.
What we set up
Everything between the form and the call
- Native Facebook lead capture through HighLevel's own lead-form trigger
- A source-update workflow that stamps where each lead came from
- One smart list as the daily call list, worked from the top
- A disposition field the caller sets after every call
- Assignment by loan type to the partner who writes it
- One AI agent for voice and chat, with the owner's name and number filled from a dynamic field
- Alerts to the assigned owner at three points: lead created, call booked, Pre-Qualified
- Outbound AI calls and follow-ups held to calling hours
- One phone number per record, then a litigator and mobile-validation scrub before any text upload
How a setup runs
How the call list gets built
A 1:1 with Rob
Rob asks who calls your leads, which partner writes which loan type and what your callers need to see on the list before they dial.
Dispositions and routing, on paper first
The plan document spells out the disposition choices, the routing rule for each loan type, every owner alert and the AI agent's instructions, word for word. Nothing goes into your account until you approve it.
A test lead for every loan type
Test leads go in through the Facebook trigger, one per loan type. We check that each lands on the call list, reaches the right partner, fires its alert and gets the right name from the AI agent.
QA report, then change requests
You get a QA report with screenshots for each piece. After launch, every change request is answered with a verdict first: a fix within the agreed scope, or new scope.
What you bring
What the call list needs from you
Your partner split
Which partner writes which loan type, and each partner's direct number for the AI agent to give out.
Your callers
Who works the list each day, so the disposition choices match how they actually describe a call.
Your Page and forms
Admin access to the Facebook Page and its lead forms, so each form gets its own filter.
Lists you plan to text
Any contact list headed for texting, so it can be split and scrubbed before upload.
Where it stops
We don't run your ads. The AI starts no calls or follow-ups outside calling hours, and no list is texted before it has been split and scrubbed. This build was tested and never went live.
Services used
Setups behind the call list
The AI agent and the calling setup each have a page of their own.
HighLevel AI Employee setup
Chat and voice agents plus the knowledge base behind them, planned word for word and tested before launch.
See AI Employee setupKixie and local presence setup
Kixie wired into one HighLevel sub-account, call lists each rep can actually see, and local caller ID switched on.
See Dialer and calling setupQuestions
Call list questions lenders ask
Do our Facebook leads need Zapier to get into HighLevel?
Can one AI agent answer for two partners?
Will the AI call our leads at night?
Some records on our list have three phone numbers. Can we upload it?
Who gets told when a lead books a call?
Who you talk to
Rob Eason
Rob runs HLAI Experts and takes the 1:1 calls himself.
He is a HighLevel Certified Admin with the second-most reviews in HighLevel's Certified Admin Directory worldwide, all of them 5 out of 5.
He won HighLevel's Top New Subaccounts via AI Employee award in its 2025 Summer of AI Awards and taught HighLevel's official masterclass on its AI Employee.
Before HighLevel, he co-owned a 60-employee financial services firm and sold his share.
On the call he looks at your account, not a script.
5/5 across 83 reviews in HighLevel's Certified Admin DirectoryWalk Rob through your morning call list
Bring your loan types, your partner split and the list your team calls from today. Rob shows how those leads would sort, route and alert in your own account.