Grow Time - April 2025

Throughout 2025, Marketing will be emailing agents and clients on your behalf each month. Be sure you read and review this section to see what emails will be going out and for important deadlines to opt-out.
Note: This list does not include transactional automations such as Loan Milestone Updates, Post Closing, Customer Intelligence, etc, or Tuesday Tidbits (weekly to agents), or Wednesday Wisdom (monthly to clients). For a full list of Marketing Automations, click here.

Your Homeownership Goals: This email will be sent to all contacts still in LEAD STATUS in Total Expert and includes a link to a branded blog explaining the importance of having a buyer's agent and providing advice on how to find one. Click here for a sample.
- Send Date: Thursday, April 10
- Opt-Out By: Monday, April 7

Bank Statement Loans - Agents: This email will be sent to all of your real estate agents in Total Expert addressing rising consumer debt and how their clients can use their equity to pay off bills. There is also a link for them to sign up with you in Homebot. Click here for a sample.
- Send Date: Tuesday, April 15
- Opt-Out By: Monday, April 7
Buy With Your Bestie: This email will be sent to all contacts still in LEAD STATUS in Total Expert and includes a link to a branded blog helping clients understand why they may not get those rates they see on billboards. Click here for a sample.
- Send Date: Wednesday, April 23
- Opt-Out By: Monday, April 7

All Cash Offer Program - Clients: This email will be sent to all contacts still in LEAD STATUS in Total Expert and includes a link to a branded blog explaining the importance of having a buyer's agent and providing advice on how to find one. Click here for a sample.
- Send Date: Tuesday, April 29
- Opt-Out By: Monday, April 7
All Cash Offer Program - Agents: This email will be sent to all of your real estate agents in Total Expert addressing rising consumer debt and how their clients can use their equity to pay off bills. There is also a link for them to sign up with you in Homebot. Click here for a sample.
- Send Date: Tuesday, April 29
- Opt-Out By: Monday, April 7

Have you taken a look at your CONTACTS screen in Total Expert lately? We've assembled a number of tabs related to Customer Intelligence as part of our "Data Analytics Era."

High Equity Clients ⏫ - This tab shows you funded clients who have 25% or less LTV in their home.
Mid Equity Clients 🔼 - This tab shows you funded clients who have 26%-70% LTV in their home. Both equity tabs exclude any fundings in the last 7 months to avoid EPO.
People Shopping Me 😠 - This tab contains anyone who has a current Credit Inquiry Alert detected by Customer Intelligence. This alert only stays on the contact's record for only 7 days, so you will see clients come in and out of this list as the alert expires.
Rate Alert! 🚨 - This tab will show you active Rate Drop Alerts for funded clients with a current interest rate that at least 0.75% higher than the current day's rate in Optimal Blue's Mortgage Market Indices. This alert also only lasts for 7 days which is why we created the additional tab below. This alert excludes HELOCs, fundings in the last 6 months, and any second or additional liens to avoid flagging DPA program second mortgages.
Rate Improvements ⬇️ - This tab collects your entire database of funded loans under the same parameters above regardless of an active rate alert.
Credit Improvements ⬆️ - This is our newest tab for our newest alert for clients who have been denied (or withdrew their application), or leads you manually added to the Credit Monitoring Group and they achieved a 580 FICO score. This alert only lasts for 7 days.

Schedule all of your social media posts! Click here to jump down to our social media calendar. All posts are loaded and live in Total Expert and ready for you to pre-schedule to your channels. Pro-Tip: Delete and redo your Facebook and LinkedIn integrations before you start scheduling. Why? This will ensure an updated connection between the platforms, and will get you in the habit considering Linked In needs to be refreshed every 2 months. This won't affect your currently scheduled posts.

Click here for our monthly Marketing Mastermind to set up your social posts for the month.

Instructions for posting the evening of April 2nd:
- Click here to log into Total Expert
- Click on WEB MARKETING
- Click on SOCIAL MEDIA
- Click on CREATE NEW
- Search for "Button" You're looking for "You Cant Push A Button..."
- Click on ACTIONS
- Click SHARE
- Select your Facebook/Instagram/LinkedIN networks if applicable
- Schedule the post time for April 2nd at 8pm
- Click on SCHEDULE

Check out our bonus Marketing Mastermind from Monday, April 21st showing you how to create content and value for your agents and their listings! AKA: How to get your agent's to love you forever!

Last week we released a new process regarding CMA Requests you receive through Homebot. Be sure to watch a recap of our webinar here.

When you receive a CMA Request via Homebot, you will get a notification from Homebot as well as a notification from Total Expert.
On your behalf, we will send this email out to the client who requested a CMA.
The onus is on the Loan Officer to reach out to either the client's buyers agent or another trusted agent partner and have them complete the CMA and return the info to you.
See below for next steps

Option 1 - Self Service

5. Log into your Homebot account and follow these steps to manually add the CMA to your client's account
6. Log into Total Expert, navigate to Focused View, and find the client in the "Homebot CMA" Focused View
7. If the CMA has come in higher than what their Homebot was initially, then click LOG OUTCOME and select "CMA Completed - Value Improved"
8. If the CMA has come in lower than what their Homebot was, then click LOG OUTCOME and select "CMA Completed - Value Decreased"
9. Depending on their CMA results, one of two emails will be sent providing further information and encouraging them to reach out to you for next steps or questions. (Samples: Value Increased, Value Decreased)

Option 2 - Marketing Support

5. Forward the CMA results from the agent to marketing@castlecookemortgage.com. Be sure to include whether or not the CMA has come in higher or lower than what your client's value is reflecting in Homebot.
6. Marketing will enter the CMA results into your client's Homebot
7. Marketing will log an outcome in Total Expert and depending on their CMA results, one of two emails will be sent providing further information and encouraging them to reach out to you for more next steps or questions. (Samples: Value Increased, Value Decreased)
8. Marketing will inform you when these steps are complete.
9. Marketing will track this client's progress, if a loan is created after the CMA has been logged, it will be marked as a company generated loan.

Your Weekly Calling Strategy

Agent Relationship Strategies

Monday's are where you should plan to time block two hours to call approximately 40 agents. Whether it's your best referral partners, or someone you're trying to develop a relationship with, these calls will help you grow your business.

These strategies are proven and everyone has the time and capacity to follow this path! You can do this! Stick to it!

Sample Script:
Hey [Agent], it's [Your Name] from Castle & Cooke Mortgage. How was your weekend? Did you host any open houses?

I'm just calling to check in and see how everything is going with your buyers. Have they all been pre-qualified and set with their home loans? Do you have anybody you'd like me to chat with to help them get started? Are there any challenging buyers who are having trouble getting pre-qualified? Any buyers having trouble getting under contract?

Last questions - What can I do this week to help make your life a little easier? Do you have any open houses this weekend you need help with? Let me know if you need any flyers, websites, or loan scenarios. Or if you need help setting up, I'm happy to come early and put out signs, bring some water and snacks.

If there's anything else I can do, call me any time. I'll check back in with you next week.

Start setting up your calendars in Outlook to time-block two hours on Mondays for these calls starting next week!

Instructions for listing content
(Note: Agents MUST be set up in Total Expert first as a Co-Marketing Partner before you can co-brand any flyers or websites!
Step 1 - Create a Single Property Website
Instructions
- Go to WEB MARKETING > SINGLE PROPERTY SITES
- Click CREATE
- Enter the MLS in the SEARCH BY MLS field and click the magnifying glass
- Click on the home that pops up and wait for the page to refresh
- DON'T FORGET!!!! Click ADD next to your name under Lender Partners, and select your agent's name under Agent Partners.
- You can either leave the page as is and click ACTIONS>SAVE or click NEXT and play with the site layout, etc.
- Click ACTIONS>VISIT SITE to see the site live and to copy the URL
Step 2 - Create a Listing Flyer (or Open House flyer)
- Go to PRINT MARKETING>CREATE NEW
- Under the FOLDERS drop down select LISTING FLYERS
- Pick a flyer and click ACTIONS>SELECT
- Select your agent under CO MARKETING PROFILE
- Enter the MLS# and click the magnifying glass
- Click SELECT under the home
- Click CUSTOMIZE AND PUBLISH
- If it is an Open House flyer, be sure to enter the date and time in the appropriate field
- You may need to edit the home description so it can all fit
- Click SAVE FIRST DRAFT, then PUBLISH
- Click ACTIONS and GENERATE PDF
- You can either save the PDF to your desktop or copy the URL to the PDF
Step 3
- Now, open an email in Outlook, and send the link to the Single Property Site, the link to the PDF (or attach the file) to your agent!
- Don't forget to offer your agent the ability to purchase Open House Kits at EXCLUSIVE wholesale pricing (requires 7-10 days advance notice)

Loan Status Update Calls

Ask any successful loan officer, and they'll tell you about Loan Status Update Tuesdays. This is a strategy our team has been sharing since the very beginning and when done properly, can ultimately save you time!

Each Tuesday, time block an hour to contact the borrower (it's ok if you just call the primary), buyer's agent, and seller's agent with an update on the home loan. It doesn't matter if there isn't any change to the loan's status from the previous week. The goal here is to provide weekly updates to calm nerves and anxiety through the process.

Sample Script:
Hey [Buyer], it's [Your Name] from Castle & Cooke Mortgage. Just giving you a ring with your Tuesday update call. I wanted to let you know that your home loan [insert status or update here]. Everything appears to be in good shape. Let me know if you have any questions and I'll be glad to help. I'll check back in next week with more news.

Hey [Buyer's Agent], it's [Your Name] from Castle & Cooke Mortgage. Calling to update you on the [Buyer's Name} loan at [Subject Property Address]. I wanted to let you know that [insert status or update here], and everything looks like it's in good shape. Before I let you go, do you have any buyers you'd like me to speak with? Do you have any needs for open houses you or your brokerage may be hosting this weekend? I'll check back in next week with more news.

Hey [Seller's Agent], it's [Your Name] from Castle & Cooke Mortgage. Calling to update you on the [Buyer's Name} loan at [Subject Property Address]. I wanted to let you know that [insert status or update here], and everything looks like it's in good shape. Are you hosting any open houses this weekend? Do you need my help setting up or can I bring some waters and snacks? How's everything going with your other transactions? Any challenging situations I can help with? I'll check back in with you next week with more updates on the loan.

The key here is to decrease your incoming calls from agents who constantly call you to check in on your borrower's home loan. Stick to it!

Alphabet Calls

Each Wednesday, plan to time block one hour to call your funded clients going through the alphabet based by last name. (Week 1=A, Week 2=B, etc).

One letter a week for the next 26 weeks. When those six months are up, you start over! This allows you to give a personal call to your clients twice a year.

All it takes is time-blocking and sticking to the plan! You can do this!

Sample Script:
Hello [Client], it's [Your Name] from Castle & Cooke Mortgage. It's been a few months since we chatted last, so I just wanted to call and check in. I wanted to make sure you're getting your mortgage statements and that everything for your home loan is going smoothly.

Do you have any questions or run into any challenges lately?

Have you been reading your Homebot report you get each month?

We happen to have some new loan programs that can help people [pay down credit cards], [buy investment properties with their equity], [upgrade or downgrade], [get cash out for home improvements].

If you happen to know of any friends, family, or neighbors who might need help in that area, would you be so kind to pass them my contact info?

Thanks for being a great client - please call me any time if there's anything I can do to help.

Homebot Motivated Clients

Homebot does a great job in setting up your daily dashboard to show you clients who are motivated to sell (and also refi, but we are focusing on sellers for now).

For those of you who attended (or watched) our Homebot Best Practices on Day One of our Virtual Sales Rally, you may remember our rep, Bethany, showing us how to leverage and communicate with Motivated Sellers.

Each Monday you receive a report from Homebot showing your most active leads. When you click on VIEW ACTIVITY FEED it will bring you right to your Homebot Client Activity Feed.

Click on the MOTIVATED TO SELL filter and here are the folks you should call weekly.

Sample Script:
Hello [Client], it's [Your Name] from Castle & Cooke Mortgage. I just wanted to check in and see how you're liking your Homebot Digest? Do you have any questions about your home's value or some of the options you have? Based on your equity, you might have an opportunity to purchase a new home if you're thinking about a move. Should we set a time for your agent to do a CMA for a more accurate estimate? Have you been thinking about making a move, or using some of your equity? If you want, I can pull up your Homebot report and we can review your options together if you have time?

There is a reason they are called Motivated Sellers! They've explored their options in Homebot - get in front of them first to help them understand all the ways they can use their home equity. Stick to it!

Friday Pre-Qual Check Ins

Every Friday, time block two hours to call everyone AND their REALTOR in your pipeline who is pre-qualified but hasn't gone under contract.

Sample Script:
Hello [Client], it's [Your Name] from Castle & Cooke Mortgage. I just wanted to check in on your home search. How's everything going? Have you taken a look at your Homebot Buyer Report lately? Do we need to adjust your price point? Are there any contingencies we should re-think like appraisal or inspection? Anything else I can do or help with your home search?

Hello [Agent], it's [Your Name] from Castle & Cooke Mortgage. I just got off the phone with [Pre-Qualified Client], and he let me know they're still shopping for a new home. I wanted to ask if you thought maybe we need to revise their price range or change any of their contingencies? (If any changes are needed, let them know you'll send a revised pre-qualification letter). Are you working with anyone else this weekend I should chat with?

If you want to avoid people calling you in a panic over the weekend, this is a great way to cut down those calls. Stick to it!

Become a Total Expert Expert

Want to get the most out of Total Expert? Check out our Top High Value and High Dollar Actions

1) Log in to Total Expert Every. Single. Day.

2) Use Focused View every day as a call list to reach out to clients. We've created many Focused Views tied to Journeys and Campaigns so you can see who is actively receiving emails and texts from you. Be sure to log an outcome for each client within your Focused Views - don't let them just sit there. (Note: Customer Intelligence alerts only last seven days, so be sure to quickly log outcomes for anyone flagged for CI when you receive the user notification).

3) Use Journeys! Over the last few months, we've released a number of campaigns that fall outside of our usual automation strategies. These campaigns require you to add a contact and place them into a group, our use a Lead Capture App. Below you will see our brand new First Time Homebuyer Campaign. Last month we released the campaign and strategy for Divorced Leads. Earlier this year we released a campaign targeting renters. Setting clients up on these Journeys take very little time, and allow you to stay top of mind and provide valuable intel to push people to apply.

3) Connect with multiple co-marketing partners for more business. Think outside the box too! You can add accountants, attorneys, and even insurance agents as co-marketing partners. Remember the Divorce Lead Campaign from July?

4) Make sure your real estate agent co-marketing partners are at 100% completion! The biggest obstacle to this is their MLS-ID and affiliation.

a) When your agents connect their MLS to Total Expert, you'll be notified of new listings.
b) Create a Single Property Website, an Open House Lead Capture App, and a Listing Flyer for every new listing notification you receive. Then congratulate the agent for their new listing and send them the content you created.

5) Clear your tasks! When you receive or create a task, it's important you clear the task so they don't stack up in your account.

Caption:
If you've seen the news this week, two large national lenders joined forces. Have you tried working with a loan officer based in a call center but miss the personal touch? When you choose us for your home loan needs, we'll help you uncover ALL your options, answer every question, and be at your side every step of the way. Click the link below to get started! #castlecookemortgage #homeloans #mortgage #castleculture #realestate #shoplocal

Total Expert Tags: Mortgage, Loan Application, Grow Time April 2025

Caption:
Self-employed? A 1099 earner? Qualifying for a home loan doesn’t have to be a challenge. Instead of tax returns, bank statement mortgage programs allow borrowers to use 12 months of personal or business bank statements for income verification. With loan amounts up to $3 million, credit scores as low as 620, and up to 90% financing with no mortgage insurance, this option makes homeownership possible for more independent professionals. Click below to get pre-qualified.

Total Expert Tags: Bank Statement, Self-Employed Borrowers, Grow Time April 2025

Caption:
This might seem a bit controversial at first glance, but hear me out—older homes can be a good choice, especially for first-time homebuyers. Yes, they require more upkeep and maintenance, but they also come with some amazing perks, such as:

- Built to stand the test of time
- Unique character and charm that new builds just can’t replicate
- A history full of stories from past owners
- Often more affordable than new construction

If you're ready to find a fixer-upper with great potential, I’m here to help! Start your journey by clicking the link below.

Total Expert Tags: Home Expenses, Purchase, First Time Home Buyer, Grow Time April 2025

Caption:
The face of homeownership is changing! More than 6 in 10 Americans (the huge majority being Gen Z) have indicated they are interested in co-buying a home with a friend. If you've been concerned with the costs of homeownership, whether its rising interest rates, rising prices, or the cost of upkeep, consider going in on the adventure with a friend! Click the link below to find homes in your area (and be sure to send the link to your friends too!)

Total Expert Tags: Purchase, First Time Home Buyer, Grow Time April 2025

Caption:
Lost in a daydream? What if you could turn it into your reality? As a homeowner, you may be able to cash out your home equity to design the life you’ve always imagined—whether it’s funding a passion project, traveling the world, or securing your family’s future. And the best part? The cash you take out is tax-free! If you’re ready to make your dream life happen, let’s connect. Click the link to get started!

Total Expert Tags: Home Equity, HELOC/HELoan, Goals, Grow Time April 2025

Caption:
Unlocking your home equity could open up incredible opportunities for your children’s future. Whether it’s creating the financial flexibility for a stay-at-home dynamic, securing additional support to focus on your family, or jumpstarting a college or retirement fund to set them up for success, I’m here to help. Let’s explore your options together! Get your free home equity report by clicking the link below:

Total Expert Tags: Home Equity, HELOC/HELoan, Goals, Grow Time April 2025

Caption:
Becoming a homeowner isn’t just about having a place to live—it’s about creating a lasting financial legacy. As your home’s equity grows over time, you’re building a powerful asset that can benefit not just you, but your children and even your grandchildren. Whether you choose to pass your home down or sell it to provide financial support, homeownership can be the key for your family’s financial future. Apply with me today to get started:

Total Expert Tags: First Time Home Buyer, Goals, Purchase, Grow Time April 2025

Caption:
Wait... what?! Yes, owning a home instead of renting could actually help you retire faster! Since housing is one of our biggest expenses, paying toward your own mortgage (instead of a landlord’s) can be a game-changer. Buying a home at 30 with a 30-year mortgage term? You could own your home free and clear by 60—5 years before the median retirement age of 65! Even if you buy later in life, extra principal payments can speed things up. Work smarter, not harder—apply with me today to get started!

Total Expert Tags: Buy vs Rent, First Time Home Buyer, Grow Time April 2025

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