Why post-close automation is the biggest CRM lever for mortgage shops
The mortgage industry average is that LOs lose 70-90% of past clients to competitor refinance offers over a 5-7 year window. The single biggest reason: the past client forgets which LO they used. They Google “mortgage refinance,” see a different lender’s ad, and call them instead.
Post-close automation is how you stay top-of-mind without LO labor. Once the campaigns are set up (typically a 1-2 hour project during onboarding), they run for years. The LO does not have to remember to send a birthday email. The CRM does it.
The seven post-close touch points BNTouch automates
1. Closing-day welcome and review
Within 24 hours of funding, an automated email goes out with closing-summary documents, the LO contact info, and a request to leave a review on Google or Capterra.
2. 30-day check-in
30 days after closing, automated outreach asks how the move went, the home is settling, and whether the past client has any questions about their new mortgage.
3. Birthday emails
The CRM tracks each contact’s birthday (captured during application or via opt-in). A personalized email goes out each year.
4. Anniversary emails
Each anniversary of the loan-closing date triggers an outreach. Year 1 is more celebratory. Years 3-5 increasingly touch on refi possibilities or move-up opportunities.
5. Annual mortgage review prompts
Year 1, 3, 5, and 7 post-close, the CRM prompts the LO to invite the past client for an annual mortgage review (rate review, equity update, refi opportunity check).
6. Rate-drop trigger campaigns
When market rates drop below the past client’s original rate by 50+ basis points, automated outreach fires immediately to the at-risk segment.
7. Holiday and seasonal touch points
Memorial Day, July 4, Thanksgiving, Christmas, New Year, plus tax-season “your closing-cost deduction reminder” emails. Not all LOs use all of them; configurable per LO.
The 5-10-15 year sequence in detail
Year 1: high-touch onboarding
- Day 0: closing welcome + documents
- Day 30: 30-day check-in
- Day 90: 90-day check-in
- Day 180: 6-month touch
- Day 365: 1-year anniversary + annual review prompt
Years 2-5: relationship-building
- Quarterly market update emails
- Birthday email each year
- Anniversary email each year
- Annual review prompts at year 3 and year 5
- Holiday touch points
Years 6-15: long-tail retention
- Annual review prompt each year
- Birthday and anniversary annually
- Rate-drop triggers if applicable
- Move-up opportunity prompts (typical move-up window is years 7-12 post-close)
Frequently asked
Can I customize the post-close sequences?
Yes. The 400+ pre-built BNTouch sequences are a starting point. Each can be edited, branded with your voice and contact info, or replaced with custom sequences you build.
What happens if a past client opts out?
Opt-out propagates across all campaigns. The contact moves to “do not market” status. Birthday and anniversary touches are blocked. The LO can still call or email manually based on the relationship.
How long does post-close automation take to set up?
For new BNTouch customers, post-close automation is typically configured during White Glove onboarding. The standard 5-10-15 year sequence is enabled by default; LO customization (voice, branding, specific timing) takes 1-2 hours.
