Mortgage brokers · Follow-up
Loan program follow-up that stays on the borrower's loan
A borrower who asked about fix and flip should never receive your rental-loan email. We built a 30-day follow-up in GoHighLevel (GHL) for a commercial mortgage brokerage where each lead gets only its own loan product's messages, with an AI call step and the pre-qualification link that sends the borrower on to the loan system.
The job
Four loan products, four conversations
The brokerage writes rental (DSCR), fix-and-flip, new-construction and bridge loans. A lead for one of them has asked a specific question, and copy written for another product answers the wrong one. A single follow-up for everybody is quicker to build, and it tells the borrower that nobody read their form.
We learned the rule on the live build. An email written for rental-loan borrowers reached a lead who had asked about fix and flip. The owner flagged it, and the fix went wider than one email: each lead now receives content for its own product only. The email that crossed products sat at day 7. We pulled it, an AI call step took the slot, and Rob checked the change himself before the owner was told it was done.
Enrollment needed a rule too. A brokerage CRM holds more than borrowers. It also holds the lenders the broker places loans with, and a follow-up written for leads reached one of those lending partners. Enrollment is now limited to contacts who came in through a lead form, so partners saved in the same account stay out of borrower messages.
Every product's messages carry the same pre-qualification link. In this phase that link is the whole hand-off: the borrower clicks it and continues in the loan system, which stays the record from application to close. HighLevel does not create the loan file, run a credit pull or hold documents.
Two parts are built and switched off, and the owner knows which. Reactivation is off. The follow-up for leads who engaged without booking stays paused until the owner signs off on the new enrollment rule. Leaving them off is a choice the owner can reverse, not a gap in the build.
What we set up
Inside the 30-day follow-up
- A 30-day opt-in follow-up with an AI call step
- A product rule: a lead receives only its own loan product's messages
- An AI call at day 7, where a cross-product email used to sit
- The pre-qualification link inside each product's messages
- Enrollment limited to lead-form contacts, so lending partners stay out
- Reactivation and the engaged-not-booked follow-up, built and currently switched off
- Borrower identifiers and financials kept out of every field, note and prompt
How a setup runs
How the follow-up is built
A 1:1 with Rob
Rob asks which loan products you write, which ones already have their own copy, and which contacts in your CRM are lenders or partners rather than borrowers.
Product copy, approved first
The plan document holds each product's emails, texts and AI call script, word for word. You approve every line before we build, and copy you already wrote goes in untouched.
Who can enter, checked
Before launch we check enrollment: lead-form contacts only, each on its own product's track, with lending partners kept out.
Handover and fixes
The QA report shows each product's track with screenshots. If a message ever reaches the wrong borrower, your change request gets a verdict first: a fix inside the agreed scope, or new scope.
What you bring
What the follow-up needs from you
Your product list
The loan products you write, and the form answer or ad that tells us which one a lead wants.
Your pre-qualification link
The exact link your team wants borrowers to use. That one link goes into every product's messages.
Copy you already send
Product emails you trust today. Anything missing is written into the plan for your approval.
Your partner contacts
The lenders and referral partners saved in your CRM, so they never land in borrower follow-up.
Where it stops
A lead never receives another product's messages. HighLevel doesn't create the loan file, pull credit or store borrower documents, and the AI never calls existing borrowers or applicants.
Services used
Setups behind this follow-up
Texting registration is filed early in the build, alongside the follow-up copy.
Questions
Follow-up questions from brokers
Could our lenders end up in borrower follow-up?
Does the follow-up push leads into our loan origination system?
Why is day 7 an AI call and not an email?
Is every part of the follow-up switched on?
Do borrower documents pass through HighLevel?
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 loan products
Bring your product list and the emails you send now. Rob shows how each product gets its own track, where the pre-qualification link goes and which contacts stay out.