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🔑 GoHighLevel snapshot · Mortgage Brokers & Loan Officers

Mortgage snapshot walkthrough

A guided tour of every pipeline, form and automation, with the actual messages your client’s customers will receive.

OverviewSetup guideWalkthroughMini-coursePDF guide ↓
1 · The big picture

How a lead flows through the system

  1. Capture: the quote form, a missed call or an imported list starts a workflow.
  2. Respond in seconds: SMS and email go out instantly and the team gets an alert.
  3. Book: the Pre-Approval Strategy Call calendar confirms and reminds automatically.
  4. Close: estimates and proposals get a 13-day follow-up so nothing slips.
  5. Deliver and delight: the Customer Journey pipeline handles feedback, reviews and referrals.
  6. Reactivate: past customers come back through service-due, seasonal and niche campaigns.
  Dashboard
Dashboard
2 · Pipelines

Three pipelines, named for mortgage

Sales Pipeline

Every new inquiry from first touch to signed job.

New LeadContactedStrategy Call BookedApplication StartedPre-Approval IssuedWonLostLong-Term Nurture

Customer Journey

Delivery, feedback, reviews and referrals after the sale.

Loan in ProcessingUnderwritingClosed / FundedFeedback Requested5-Star ReviewedReferral Partner

Reactivation

Turns your old list into booked work with the reactivation campaign.

Campaign SentReplied - InterestedBookedNot Interested
  Opportunities → Pipelines
Opportunities → Pipelines
3 · Forms & fields

Capture the right details the first time

01 · Request a Quote / Booking Request

Main lead form for the website, funnels, ads and QR codes. Starts workflow 01.

02 · Customer Feedback

Private 1-5 rating. Happy customers get the review link; unhappy ones trigger service recovery.

03 · Refer a Friend

Captures referrals and alerts the team to call the new lead the same day.

Mortgage fields included

  • Loan Purpose (Purchase, Refinance, Cash-out refinance, Home equity / HELOC, Investment property)
  • Loan Program Interest (Conventional, FHA, VA, USDA, Jumbo)
  • First-Time Homebuyer (Yes, No, Not sure)
  • Estimated Credit Range (Excellent, Good, Fair, Rebuilding, Not sure)
  • Current Interest Rate
  • Referring Agent
  • Loan Closing Date

Plus 13 core fields: timeline, budget, preferred contact method, feedback rating, referral details and service dates.

  Sites → Forms
Sites → Forms
4 · Automations

All 21 workflows, step by step

Open any workflow to see its trigger, every step and a sample message. Each one is installed and fully written.

01 · New Lead → Speed-to-Lead + 7-Day Follow-Up

Texts and emails every new lead instantly, asks buy or refinance, and follows up for 7 days until they book a strategy call.

Trigger

Form 01 submitted, or tag 'start lead nurture' added

Steps
  1. Tag new lead
  2. Create opportunity in Sales Pipeline → New Lead
  3. Instant SMS reply with booking link
  4. Instant email: what happens next
  5. Text + email alert to the team
  6. Day 1 SMS follow-up
  7. Day 2 email: why customers choose you
  8. Day 4 SMS: quick question
  9. Day 7 email: close the loop
  10. Move to Long-Term Nurture

Stops when the lead replies

Sample text message:
Hi first name, it's owner name with business name. Thanks for reaching out! Are you buying, refinancing or just exploring? Reply here or book a quick call: booking link Reply STOP to opt out.
02 · Missed Call → Instant Text-Back

Texts callers back within seconds when you're on another call, so they don't dial the next lender.

Trigger

Inbound call is busy, no-answer or voicemail

Steps
  1. Text-back within seconds
  2. Create opportunity → New Lead (source: missed call)
  3. Text alert to the team

Runs every time

Sample text message:
Hi, it's owner name with business name. Sorry I missed your call! I'm likely with a client. How can I help? Reply here or book a time to talk: booking link Reply STOP to opt out.
03 · Customer Replied → Hot Lead Alert

Pings you the moment a lead or borrower replies so you can respond while they're engaged.

Trigger

Customer replies (SMS, email, chat)

Steps
  1. Tag hot lead
  2. Text the team the reply so nobody waits

Runs every time

04 · Appointment Booked → Confirm + Reminders

Confirms strategy calls, tells borrowers what to have handy, and sends reminders.

Trigger

Customer books on the calendar

Steps
  1. Tag appointment booked
  2. Move deal → Appointment Booked
  3. Confirmation SMS + email with reschedule link
  4. Team alert
  5. 24-hour reminder SMS
  6. 2-hour reminder SMS

Runs for every booking

Sample text message:
You're booked, first name! Your appointment type with business name is start time. Need to change it? reschedule link
05 · No-Show → Reschedule Recovery

Follows up with leads who miss their strategy call and gets them rebooked.

Trigger

Appointment status changes to No-show

Steps
  1. Tag no-show
  2. Sorry-we-missed-you SMS + email with booking link
  3. Team alert
  4. Day 1 rebook SMS
  5. Day 3 final SMS

Stops when they reply

Sample text message:
Hi first name, sorry we didn't connect today! No worries, schedules get busy. Want to pick a new time for your appointment type? booking link
06 · Appointment Completed → Proposal Prep

Thanks the borrower after the call and points them to the secure application and document upload.

Trigger

Appointment status changes to Showed

Steps
  1. Move deal → Appointment Completed
  2. Thank-you SMS
  3. Team alert: send the proposal within 24 hours

Runs every time

Sample text message:
Thanks for your time today, first name! Next step: I'll send a secure link to complete your application and upload documents. Please don't text or email sensitive documents. Questions? Just reply. - owner name
07 · Proposal Sent → Follow-Up Sequence

Keeps pre-approved buyers engaged during the home search with tips that protect their approval.

Trigger

Deal moves to Proposal Sent

Steps
  1. Day 1 SMS check-in
  2. Day 3 email: questions?
  3. Day 6 SMS: hold your spot
  4. Day 13 final email
  5. Team alert if still no answer

Stops when they reply

Sample text message:
Hi first name, congrats on your pre-approval! How's the home search going? When you find a home you love, call me before you write the offer so I can update your letter.
08 · Deal Won → Welcome + Customer Journey

Congratulates buyers under contract and lays out documents, appraisal, underwriting and closing.

Trigger

Deal moves to Won

Steps
  1. Tag customer, remove lead tags
  2. Create Customer Journey deal → Scheduled
  3. Welcome SMS
  4. Welcome email: what happens next
  5. Team alert

Runs every time

Sample text message:
Congrats on going under contract, first name! I'll guide you from here to closing. Save this number, it's my direct line for anything you need. - owner name
09 · Deal Lost → 30/60/90-Day Nurture

Stays in touch with leads who didn't move forward, with a free mortgage review at 90 days.

Trigger

Deal moves to Lost

Steps
  1. Tag lost
  2. Day 30 check-in email
  3. Day 60 SMS
  4. Day 90 email with comeback offer
  5. Move to Long-Term Nurture

Stops when they reply

10 · Job Completed → Feedback Request

Congratulates clients on closing and asks how the experience was.

Trigger

Customer Journey deal moves to Completed

Steps
  1. Move → Feedback Requested
  2. Tag review requested
  3. SMS + email asking for a private rating
  4. Day 2 reminder SMS

Runs every time

Sample text message:
Congratulations on closing, first name! It was a pleasure working with you. How did we do? It takes about 20 seconds: feedback link
11 · Feedback Submitted → Review Ask or Service Recovery

Sends happy clients to your Google review link and routes concerns privately to you.

Trigger

Form 02 submitted

Steps
  1. If rating is 4-5: tag promoter, send Google review link, move → 5-Star Reviewed
  2. If rating is 1-3: tag detractor, apology message, urgent team alert to fix it privately

Runs every time

12 · Happy Customer → Referral Request

Asks happy clients to introduce friends and family who are thinking about buying or refinancing.

Trigger

Tag promoter added

Steps
  1. Wait 3 days
  2. Referral SMS with reward
  3. Referral email with reward

Once per contact

Sample text message:
Hi first name, thank you for the kind words! If a friend or family member is thinking about buying or refinancing, I'd be glad to help them too. Easy way to introduce us: referral link
13 · Referral Received → Thank You + Team Alert

Thanks the client or realtor partner for the referral and alerts you to call the new lead the same day.

Trigger

Form 03 submitted

Steps
  1. Move referrer → Referral Partner
  2. Tag referral partner
  3. Thank-you SMS
  4. Team alert with the friend's name and phone

Runs every time

14 · Database Reactivation Campaign

Re-engages old leads and past clients with a free, no-obligation mortgage review.

Trigger

Tag 'start reactivation' added (bulk-tag an imported list)

Steps
  1. Create Reactivation deal → Campaign Sent
  2. SMS 1: still looking for help?
  3. Day 2 SMS: past-customer offer
  4. Day 5 email offer
  5. Day 10 last-call SMS
  6. Remove the campaign tag

Stops when they reply

Sample text message:
Hi first name, it's owner name with business name. Quick check-in: are you still thinking about buying or reviewing your mortgage this year? Reply STOP to opt out.
15 · Invoice Sent → Payment Reminders

Sends polite reminders for any outstanding fees, such as appraisal or application fees where applicable.

Trigger

Invoice sent

Steps
  1. Wait 3 days
  2. Friendly SMS reminder
  3. Day 6 email reminder
  4. Day 10 team alert for a personal call

Payments workflow (16) stops it when the invoice is paid

16 · Payment Received → Thank You

Confirms payments with a quick thank-you.

Trigger

Payment received

Steps
  1. Tag customer, remove past-due tag
  2. Thank-you SMS
  3. Team alert

Runs every time

17 · Birthday → Gift Offer

Sends past clients a warm birthday note that keeps you top of mind.

Trigger

Contact's birthday (date of birth on file)

Steps
  1. Birthday SMS with gift offer
  2. Birthday email

Yearly

18 · Stale Deal Alert (7 Days No Movement)

Flags leads and pre-approvals that have sat untouched for a week.

Trigger

Sales Pipeline deal idle 7+ days

Steps
  1. Text + email alert to the team

Runs every time

19 · Service Due → Rebook Reminder

Invites each client to an annual mortgage checkup on their loan anniversary.

Trigger

Tag 'service due' added

Steps
  1. Service-due SMS with offer
  2. Day 3 email
  3. Day 7 final SMS
  4. Remove the tag

Stops when they reply

In mortgage: An annual mortgage checkup on the anniversary of each client's Loan Closing Date: a review of equity, mortgage insurance removal, goals and whether any change is worth considering. Build a yearly date trigger on Loan Closing Date that tags clients 'service due'.

Sample text message:
Hi first name, it's business name. It's been a year since your loan closed! Time for service due offer. Book here: booking link Reply STOP to opt out.
20 · Seasonal Promo Campaign

Runs the spring homebuyer readiness campaign for leads and renters.

Trigger

Tag 'seasonal promo' added

Steps
  1. Offer SMS
  2. Day 2 email
  3. Day 5 last-call SMS
  4. Remove the tag

Stops when they reply

In mortgage: Spring homebuyer readiness campaign for leads and renters on the list. Launch in January and February so buyers can get pre-approved before peak shopping season in March through June; reuse it in late summer for fall buyers.

Sample text message:
Hi first name, owner name here. Thinking about buying this spring? I'm offering seasonal offer. Want one? Reply YES or book: booking link Reply STOP to opt out.
21 · Rate Watch → Refinance Review Alert

Alerts past clients when rates move and offers to run the refinance numbers, with no promises.

Trigger

Tag 'niche campaign' added

Steps
  1. Niche SMS
  2. Day 2 email
  3. Day 5 follow-up SMS
  4. Remove the tag

Stops when they reply

In mortgage: Turns market rate movement into refinance conversations with past clients and rate-watch subscribers, the highest-value use of a loan officer's database. When rates move meaningfully below the rates in your book (use Current Interest Rate to segment), tag the right contacts 'niche campaign'; the sequence explains how to judge a refinance without promising savings and asks for permission to run the numbers.

Sample text message:
Hi first name, it's owner name with business name. Rates have moved since you got your loan, so I'm checking whether a refinance could make sense for you. Want me to look? Reply YES. Reply STOP to opt out.
  Workflow 01 · Speed-to-Lead
Workflow 01 · Speed-to-Lead
Workflow 01 in the builder
  Workflow 14 · Reactivation
Workflow 14 · Reactivation
Workflow 14 · reactivation campaign

Launch your next mortgage client this week

One-time $397. Includes the snapshot, both PDFs, the walkthrough and the mini-course. Or get all 20 niches for $1,997.