Monica from the BNTouch white glove service team walks through the most useful campaign pattern most loan officers do not have built: an automated workflow that moves any pre-approved borrower into a “stale pre-approval” recapture group at exactly 120 days, then runs a recapture campaign that hits the borrower, the buying agent, and an LO follow-up task in parallel. The point is to convert pre-approved leads that went quiet before they expire entirely, instead of writing them off as cold. Pre-approval letters typically last 120 days; without a recapture campaign, that 120-day mark passes silently.
Monica runs the white glove service team at BNTouch. Her job is helping mortgage customers actually configure the CRM to do what their business needs. This particular campaign is one she has built and demoed multiple times because she keeps seeing teams write off pre-approved leads that simply went silent past the 120-day mark.
The framing she uses is precise about timing: “If you wanted, when they reach that 120 days, you can move them into a whole new group. You can move them out of preapproved right once it hits 120 days” [90pJMzSzUsg m1]. The 120-day threshold matters because that is the typical expiration window for a pre-approval letter; the borrower is just about to need a fresh pull and a fresh letter to keep shopping, which is exactly the moment to re-engage.
The two-step campaign mechanic
The configuration has two layers running in sequence. Step one moves the borrower out of the preapproved group at 120 days. Step two adds them to a new “stale preapproval” group, which triggers a fresh recapture campaign built specifically for those records.
From the demo on step one: “So I will update my field again. Come on down here, remove remove group” [90pJMzSzUsg m1]. The original pre-approved campaign has a step at day 120 that runs an update-field action to remove the borrower from the preapproved group.
Step two: “[Add] them in a whole new group perhaps called stale preapprovals. Right? So you would go back into that group management, add in that group called stale preapproval. Come into your marketing campaign and we’re going to update the field” [90pJMzSzUsg m2]. Same update-field step type, opposite direction (add to a new group instead of removing from the old one).
The recapture campaign trigger
Once the stale-preapproval group exists, you build a new campaign that uses group membership as the activation trigger: “Group stale preapproval is added as the trigger” [90pJMzSzUsg m6]. The moment a borrower lands in the stale-preapproval group, the recapture campaign starts.
“And so now that we’ve added them to that stale preapproval, right, we can go in and create a whole campaign for the stale preapprovals, right? So the moment that it hits 120 days, you could have a whole new campaign flowing for them” [90pJMzSzUsg m3]. The recapture campaign is independent of the original pre-approved campaign. It can run as long as you want (90 days, 180 days, indefinite) and use any mix of email, SMS, and task steps.
What the recapture campaign typically includes
Three patterns Monica walks through that work for stale pre-approvals:
An LO task on day 120
“Add myself a fun little note. Um record is stale preapproval, stale preapproval group after shopping for 120 days and no conversion” [90pJMzSzUsg m4]. The task lands on the LO’s queue with metatags pulling in the borrower’s cell phone, agent information, and other relevant context. From the demo: “Their cell phone or their agent information, you can use these metatags to pull in that data so that when you get that task assigned to you, you have everything you need to follow up” [90pJMzSzUsg m5]. So the LO does not have to open the record to start the call; the task itself contains everything they need.
Direct borrower email
“I can add in future emails. If I want to follow up and say, hey, we’ve got your preapproval followup, we need to get you reapproved” [90pJMzSzUsg m6]. Plain-English subject line, simple ask, one call-to-action. The reapproval framing matters: it is not “your preapproval expired” (negative); it is “let’s refresh your pre-approval so you are ready when you find your house” (positive and forward-leaning).
Buying agent email (the move most teams miss)
This is the differentiator. The recapture also alerts the buying agent on the file so the agent re-engages from their side. “Just add that the loan participant as the sent to who you’re sending it to and create buying agent and then find that buying agent’s first name in here and the meta tags. Here’s my buying agent partner first name, you can add in the client’s name” [90pJMzSzUsg m7].
Why this works: the buying agent has their own incentive to re-engage a borrower who went quiet. They get a coordinated nudge from you at the same moment the borrower gets one. Two channels working in parallel double the chance of getting the borrower back into active shopping mode.
The reapproval loop on the other end
The campaign assumes the borrower will reapprove eventually. When that happens, you want them out of the stale-preapproval group and back into a fresh in-process flow. Monica covers this: “Then the system would take over from there. So, um, I would pull him into preapproved… and then that campaign would then start as soon as he preapproved” [90pJMzSzUsg m10]. So the moment the borrower’s status flips back to preapproved, they exit the stale recapture campaign and re-enter the standard in-process automation. The pipeline state and the campaign state stay in sync.
A specific scenario worth running this Monday
Pull a list of every borrower in your CRM who is currently preapproved and was added to that status more than 90 days ago. That is your pre-target list (the borrowers who will hit 120 days in the next 30 days). For each, decide: are they actively shopping, on a buying agent’s radar, or quietly cold? The quietly cold ones are the ones the recapture campaign will save automatically once you build it.
Configure: build the stale-preapproval group, update the standard preapproved campaign to add a day-120 step that moves borrowers into stale, build the recapture campaign with the three patterns above, and turn it on. From this point forward, every pre-approval that goes cold gets a structured recapture without your team having to remember to call.
Why this is operational gold
The mortgage industry has been treating pre-approved leads that go silent past 120 days as effectively lost. Most teams measure conversion only on borrowers who closed within the original 120-day window. The actual conversion data on a properly run stale-preapproval recapture says a meaningful chunk of those quiet leads are still in market, just slower than expected. They needed a longer cycle, a different house, or a rate environment shift that just happened. Without a campaign, they go to whoever calls first when they re-enter the market. With this campaign, that “whoever” is you.
Honest limits
The 120-day timer requires a clean stage entry date. If your team is not consistent about logging when a borrower entered the preapproved status, the timer fires on the wrong record. Audit your existing preapproved records before turning the campaign live.
Buying agent attribution requires the partner to be set as a loan participant. If the agent is not linked to the file, the meta tag for buying-agent name will not populate and the agent-side email will not go out correctly.
Recapture results are slower than original pre-approval conversion. Expect lower close rates per opportunity and a longer cycle (60-90 days). The math still works because the leads are essentially free at that point. Set the expectation with the team accordingly.
The campaign can over-fire if a borrower bounces between preapproved and stale multiple times. Add a guard rule that prevents the recapture from re-triggering on the same borrower within X days of the last run.
Build this campaign on your account
To configure the stale pre-approval recapture campaign with Monica’s exact pattern on a sandbox account, request a demo and ask for the white glove service walkthrough. The mortgage CRM page covers the underlying automation engine.
