The Lead Farm tool inside BNTouch is built for the borrowers who are not loan-ready today but will be in 6-24 months. Maybe they have a credit issue to fix, maybe they need to save more for down payment, maybe they need to wait out a divorce or job change. Instead of dropping them out of your pipeline, the Lead Farm puts them in a structured long-cycle nurture: configured reminder cadence, designated team members who get the reminders, optional partner co-branding, and a dedicated Lead Farm report that surfaces them when their availability date approaches. The tool lives in the mortgages tab on the borrower record under a Lead Farm sub-tab.
Direct from the walkthrough: “Growing leads into actual funded transactions is of primary importance to your mortgage business. But sometimes potential clients may have obstacles preventing them from obtaining financing for their home” [BS8jwhyAatk m0]. The honest framing. Not every lead can close in the next 90 days. Some need real time before they are loan-ready.
Most loan officers handle this by letting non-loan-ready leads quietly fall out of active pipeline. Six months later, they reappear in your inbox because they finally got their credit fixed and someone else’s drip campaign was actually reaching them. The Lead Farm prevents that by holding the borrower in a structured long-cycle nurture.
Where the Lead Farm tool lives
“Open the lead farm sub tab. Here you can add the client to your lead farm by clicking the off status link which will toggle it to on” [BS8jwhyAatk m1]. So Lead Farm is a per-borrower toggle on the borrower record. On the mortgage record, there is a Lead Farm sub-tab; turning the status from off to on enrolls that borrower in the Lead Farm system.
This matters because the toggle is on the individual record, not the account level. You choose borrower-by-borrower which leads belong in the Lead Farm versus the active pipeline.
What you configure when you turn it on
Three configuration controls per borrower:
Reminder recipients
“You can choose who needs to receive regular emails” [BS8jwhyAatk m2]. So you assign which team members get the Lead Farm reminder emails for this specific borrower. Typically the originating LO; sometimes the LO plus a sales assistant; sometimes a junior LO who handles the long-cycle nurture cohort.
Reminder cadence
“How often the reminders will be sent” [BS8jwhyAatk m2]. Configure the frequency. Monthly is the typical default for 12-24 month nurture cycles. Bi-weekly for tighter windows (e.g., a borrower 8 months from being loan-ready). Quarterly for leads that need 18+ months of waiting before they can move.
Co-branding
“Whether to include co-branding for your participants” [BS8jwhyAatk m2]. If the borrower came from a specific buying agent or partner, you can include that partner’s co-branding on the Lead Farm reminders so the partner stays in the loop and visible to the borrower across the nurture cycle.
The view link per reminder
One small but useful detail. “The view link for each reminder can be used” [BS8jwhyAatk m2]. So per-reminder, you can preview what the email would look like before it goes out. Useful for confirming that the co-branding rendered correctly, the meta tags pulled the right values, and the cadence is set as expected.
The Lead Farm Report
The strategic part of the tool. “By clicking lead farm report, you can then choose a date range for the report, select whether to look for dates when clients are available for loans or at the next contact date you have listed for each client” [BS8jwhyAatk m3].
Two ways to slice the report:
By client availability date
“Available for loans” surfaces borrowers whose own-stated availability date falls in the selected range. Useful for forward-looking planning: “Show me every Lead Farm borrower who becomes loan-ready in the next 90 days.” That cohort becomes your next-quarter prospecting list.
By next contact date
“Next contact date” surfaces borrowers due for outreach in the selected range. Useful for operational planning: “Show me every Lead Farm borrower I am supposed to contact this month.” That cohort becomes your call list for the week.
A specific scenario: rebuilding a credit-stalled lead pipeline
A loan officer has 80 borrowers who applied in the last 18 months but did not close because of credit issues. Without the Lead Farm, they sit in archived status doing nothing. With the Lead Farm:
Run a Pik-a-Search filter: status equals declined, declination reason equals credit, applied within last 18 months. Returns 80 borrowers.
For each, open the Lead Farm sub-tab and toggle on. Configure: monthly reminder cadence, send to originating LO, no co-branding (typical for credit-rehab nurture).
Set each borrower’s availability date based on what the credit-counseling expectation is (6 months, 12 months, 18 months depending on the specific issue).
Build a Lead Farm Report scheduled to email the LO weekly: “Show me every borrower whose availability date is within the next 30 days.”
From this point, the system surfaces borrowers as they approach loan-ready. The LO calls them with “I have been thinking about you, are you ready to revisit a mortgage conversation?” Most are.
The math is meaningful. 80 dormant borrowers, conservative 15-20% conversion rate over 24 months as they become loan-ready, average loan size $300K. That is 12-16 funded loans worth $3.6-4.8M in volume the team would otherwise have lost.
How Lead Farm differs from regular marketing campaigns
One important distinction. Marketing campaigns drip messages to borrowers; Lead Farm sends reminders to the LO (not the borrower). The reminders prompt the LO to make an outbound call or check in. The borrower-facing communication is a separate decision: you can layer a Lead Farm-specific marketing campaign on top of these borrowers to send them periodic content, but the Lead Farm tool itself focuses on keeping the LO on the case.
The two layers work together. The LO gets monthly reminders to check in. The marketing campaign sends the borrower quarterly content. The borrower stays warm. The LO stays present. The conversion lifts.
Honest limits
Lead Farm is an LO discipline tool, not a self-running system. The reminders prompt action; they do not take action. If the LO ignores the reminder emails, the Lead Farm produces nothing. The tool works only when the team treats the reminders as accountability.
Availability dates require maintenance. The forward-looking report depends on accurate availability dates per borrower. If those dates are not updated when borrowers’ situations change, the report misfires.
Co-branding on Lead Farm reminders requires partner to be set as loan participant. If the partner is not linked correctly on the borrower’s record, the co-branding does not render.
Lead Farm does not replace status management. A Lead Farm borrower is still a borrower; their status field in the CRM should still reflect their actual position (declined, awaiting credit rehab, awaiting down payment savings, etc.). The Lead Farm toggle is additive on top of normal status management.
Set up Lead Farm on existing dormant leads
To configure the Lead Farm on a cohort of dormant leads with a forward-looking report, request a demo and ask the BNTouch team to walk through the setup on a sandbox account. The mortgage CRM page covers the underlying engine.
