One of the quiet frustrations of running a mortgage shop is that the marketing work is never quite finished. Every Monday the LO opens the laptop and asks the same question: what do I send this week? Most of the answer is the same answer the LO had last week, slightly reframed.
BNTouch ships with a pre-built marketing content library that handles the recurring half of that question. Pre-written campaigns, branded marketing materials, weekly market updates, video resources, and a content exchange where new templates land regularly. The library is the part of the platform that pays for itself the first time the LO does not have to write a January refi nurture from scratch.
From the demo: “Browse materials to use from the content exchange, upload documents to send out, and more.” The library splits into four categories:
Pre-built campaigns. Full multi-step nurture sequences for common loan officer use cases (first-time buyer welcome, application stage, post-closing thank-you, refinance nurture, rate-watch, loan anniversary).
Marketing materials. Flyers, postcards, social media graphics, branded creative assets you drop into campaign steps.
Weekly market updates. From the demo: “The weekly market updates.” Pre-written market commentary content the LO can ship as an email or share on social, refreshed on a regular cadence.
Video resources. From the demo: “It could be a YouTube video. See this is the BNTouch videos. Those are the pre-built ones that we’ve created. So you would simply just import it in.” Educational videos the LO can include in nurture sequences.
How the campaign import works
From the demo: “Every campaign that’s pre-built that you can download from BNTouch.” The mechanic is one click. Browse the content exchange, find a campaign that fits, click import. The campaign appears in your campaign list with all the steps configured, the timing set, and the copy ready.
Two things to do after import:
Edit the brand-level copy. Phone numbers, addresses, LO names, NMLS numbers. The template ships generic; you swap in your specifics.
Decide what to keep and what to cut. Pre-built campaigns tend to err on the side of more touches. For your shop, you may want to thin some steps. Open the campaign, audit step by step.
Branding
From the demo: “All of these will have your branding on it.” Marketing materials in the library pull your logo, your headshot, your contact information from your BNTouch profile. The flyer you import already has your branding applied; you do not edit it in Canva.
This works as long as your BNTouch profile is populated correctly. Step one of any pre-built content workflow is making sure your profile assets are uploaded and current.
The content exchange structure
From a separate demo: “[Finance and inspiration sections are] always there. You can drag [to reorder].” The library organizes content into sections. The default sections cover finance content and inspirational content. You can drag-reorder, and you can create custom sections: “where you can create custom content.”
Practical use case for custom sections. A shop with three specialist LOs (one VA, one jumbo, one first-time buyer) creates three custom sections for their internal use, each populated with the materials specific to that LO’s product mix.
Pre-built campaigns are multi-language
From the multi-language demo: “Every campaign that’s pre-built that you can download from BNTouch will have a Spanish translation automatically attached to it. But any new campaigns that you create outside of those need manual translation.”
Important detail. The Spanish version is bundled into the import. You do not need to download two campaigns. One import, two language versions, automatic routing per record based on borrower language preference.
Refinance opportunity nurture. 5-step sequence triggered by an equity alert or rate alert.
Application-stage workflow. Triggered when the 1003 is completed, runs through to clear-to-close.
Loan anniversary campaign. Multi-channel touch on the closing anniversary including video, postcard, and email.
Rate watch nurture. For borrowers waiting on a rate drop, weekly market touch with optional rate alert email.
Stale preapproval recovery. 4-step sequence when a preapproval crosses 90 days without a closing.
Post-closing satisfaction. 3-step sequence with a survey and a referral request.
Realtor partnership nurture. Monthly co-brandable content shared with active partners.
Holiday touch series. Major-holiday touches throughout the year, branded with the LO.
Just-listed property neighbor outreach. Ties to Property Sites for new listings in a target area.
Ten campaigns covers most of the recurring marketing motion. Each one shipping pre-built saves what would otherwise be a week of writing per campaign.
Why the library beats writing from scratch
Two practical reasons that compound:
The first version exists. Most LOs do not finish the campaigns they start because the blank-page problem kills the motivation. Importing a pre-built campaign means the first version exists immediately. The LO edits, which is a different cognitive load than writing.
The patterns are tested. The pre-built campaigns in the library have been used by other BNTouch shops. The sequencing, the timing, the touch cadence reflect what has actually worked. The LO can ride that pattern and adjust at the margins.
The MAIA + library combination
One of the most useful workflows on the platform combines the library with MAIA’s ChatGPT integration. The LO imports a pre-built campaign, opens the first email step, asks MAIA to rewrite the email to match the LO’s voice with a specific borrower context in mind, inserts the new version, and moves to the next step. Pre-built sequence, customized copy, time investment measured in minutes rather than hours.
The content exchange updates regularly. Standing practice for shops that want to stay current:
Check the exchange monthly for new pre-built campaigns and updated weekly market updates.
Import the relevant ones into a “review” folder, edit to match your brand, then move them into active rotation.
Subscribe to the BNTouch monthly newsletter that documents new releases.
One mistake to avoid
Do not import all ten pre-built campaigns at once and turn them all on without auditing each one. The campaigns work; over-stacking them on the same record means a borrower receives ten touches in a week from the LO, which reads as spam. Import deliberately, sequence the activation, and test against a small cohort before broadcasting.
See the library populated
The fastest way to evaluate the library is to scroll it on a live account. Request a demo and ask the team to walk you through the content exchange specifically.
