Mortgage brokers · Speed to lead
Speed to lead for mortgage lead forms in GoHighLevel
When a borrower sends a Facebook lead form, the brokerage has to reach them while the question is still fresh. We built this path in GoHighLevel (GHL) for a commercial mortgage brokerage: the lead lands on its ad's smart list, the owner gets an email and a text, and the first reply goes out in the owner's own words. The AI calls new ad leads only, never existing borrowers or applicants.
The job
What happens between the form and the first call
A lead-form path has two owners, so the build starts by saying where one ends. For the brokerage we wrote that boundary down before building anything. The ads specialist owns the ad account, the lead form and the trigger that creates the contact in HighLevel. We own every step after the contact exists: the opportunity, the smart list, routing, alerts and the first touches. Our workflows follow a naming convention, so anyone opening the account can tell the ads side's automations from ours.
Every ad carries its own tag, and every tag feeds its own smart list. Leads from one ad sit together, and the source of each borrower is on the record instead of in someone's memory. The opportunity opens in New Lead, the first stage of the lending pipeline.
The owner hears about each new lead twice: an email and a text. The texts were first pointed at the business landline, and they failed with error 30006, the carrier code for a landline or unreachable number. We moved the alerts to the owner's cell phone, and they arrive there.
The first message a borrower receives is the owner's own new-lead reply, automated word for word. A follow-up email a few days later is also in the owner's wording. Borrowers hear the broker they responded to, not a template we made up.
Then the AI. Chat AI and inbound and outbound voice AI were published with the rest of the build. AI calls to paid-ad leads stayed off until the owner said yes, and the voice agent was adjusted after the owner's feedback on it. Since February 2024 the FCC has treated calls made with AI-generated voices as "artificial" under the TCPA, held to the same consent standard as robocalls. That puts weight on the consent wording of the lead form, even though the ads side owns the form. This describes a rule; it is not legal advice.
What we set up
The lead path, piece by piece
- A written hand-off point: the ads side owns the form and the contact trigger, we own everything after
- A naming convention that keeps the ads side's workflows recognizable
- One tag per ad, each tag feeding its own smart list
- An opportunity in New Lead for every form lead
- A new-lead email to the owner and a text to the owner's mobile
- The owner's own reply to new leads, automated word for word
- A follow-up email a few days later, in the owner's wording
- Chat AI, plus an inbound and an outbound voice AI agent
- AI calls on paid-ad leads, switched on only after the owner's yes
How a setup runs
How we put the lead path together
A 1:1 with Rob
Rob goes through your setup with you and asks three things: who runs the ads, which form fields arrive, and who should hear about a new lead first.
Every message in writing
Alerts, emails, texts and the AI's instructions are written out word for word in a plan document. If you already send new leads a reply, it goes in unchanged. Nothing is built until you approve the plan.
A real lead through the real trigger
Testing fires a real lead through the ads specialist's own trigger, then checks the opportunity, the ad's smart list and both owner alerts. A contact typed in by hand skips that trigger, so it proves nothing about the path.
Evidence, then changes
At handover you get a QA report with screenshots of each piece. Later requests get a verdict before work begins: a fix within the agreed scope, or new scope.
What you bring
What the lead path needs from you
Your ads specialist
The person who runs the ad account and the form. We agree the hand-off point with them in writing before building.
A mobile number
A cell that takes texts, for new-lead alerts. Office landlines generally can't receive them.
Your current reply
The email you already send new leads, if you have one. It is placed exactly as written.
A yes on AI calls
AI calls to ad leads stay off until you tell us to switch them on.
Where it stops
We don't run your ads or build the lead form; those stay with your ads specialist. The AI never calls existing borrowers or applicants. No Social Security numbers, credit data or bank details go into HighLevel.
Services used
Setups behind the lead path
Texts from a local HighLevel number, the owner's alerts included, need an approved A2P 10DLC registration.
A2P 10DLC registration
Brand and campaign registration filed from your IRS EIN letter, and rejected campaigns fixed at the field the rejection code names.
See A2P 10DLC registrationHighLevel Voice AI agents
Inbound and outbound voice agents on HighLevel's own builder, with transfers, booking and the consent rules outbound calling needs.
See Voice AI agentsQuestions
Speed-to-lead questions brokers ask
Will the AI call borrowers who already applied?
Our ads person already connected Facebook. Do you redo that?
Why aren't our new-lead texts arriving?
How do you know the path works before you hand it over?
Is it legal for an AI to call our leads?
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 DirectoryMap your lead path with Rob
Bring your ad setup and the reply you send new leads. In 30 minutes Rob shows where the hand-off sits, where the alerts should go and when an AI call fits.