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Summary
The Equity journey turns a borrower's growing home equity into a reason to reconnect — helping loan officers stay top-of-mind, deepen relationships, and protect revenue before a borrower looks elsewhere. By surfacing each borrower's estimated equity, it makes the outreach feel personal and timely rather than promotional.
The 25-day campaign reaches borrowers across email and SMS, pairing educational messaging with a clear invitation to talk with their loan officer about their options.
Topics covered:
- Emails: Three main products — HELOCs, Home Equity Loans, and Cash-Out Refinances; estimated equity dollars are included in the email content to establish reliability and trust.
- SMS: Encourages borrower to check their email for information on current equity amount and the various options available to them.
All communications should be reviewed prior to initiating the journey.