Reactivating old mortgage borrower leads when rates move
Mortgage pipelines are full of people who were serious buyers at the wrong price. Their intent did not disappear — it was priced out. A rate movement is a reason to reopen every one of those conversations.
Segment by the blocker, not the date
Expired preapprovals, paused applications, credit-blocked borrowers and buyers waiting on rates each need a different opening. The database is not one list; it is four campaigns.
Make the trigger explicit
Generic check-ins get ignored. A message that names the change — a rate level, a program change, an updated payment estimate on their original scenario — earns a reply because it answers the question they stopped on.
Re-qualify before the loan officer's time is spent
Automated follow-up should confirm the basics again — timeline, employment change, credit event, property status — before booking a call. Loan officers should inherit conversations, not screening work.
The cheapest borrower in a mortgage pipeline is one who already applied once. Reactivation should be a standing campaign, not a reaction to a slow month.