A loan officer in Phoenix has a borrower database where roughly forty percent of the records are Spanish-preferred. The team’s current setup runs every campaign in English, then a marketing coordinator hand-translates the highest-priority emails in Google Translate, then someone copy-pastes the translation into the campaign step before send. Three weeks ago the coordinator made a translation error on a rate alert and a borrower got the wrong number. The mistake cost a closing.
BNTouch’s multi-language tool removes the manual step entirely. The platform auto-detects each record’s preferred language and sends the matching version of each campaign step automatically. Spanish ships pre-built across every BNTouch campaign template. Here is the operator’s view of how it works and how to turn it on.
The team’s framing on the demo: “Brand new multi-language tool. This tool once setup will allow BNTouch to automatically detect the preferred language of your borrowers, partners, contacts and send them content in that language.”
Three pieces. One: a language field on every record that the borrower sets via the application, the partner sets via their portal, or the LO sets manually. Two: language-aware campaign steps that hold both English and Spanish versions of the email, SMS, postcard, or video. Three: an automatic routing layer that picks the version per recipient based on the language field.
Honest scope: English plus Spanish today
The tool is built generically as a “multi-language” platform. The shipping coverage today is Spanish. Every pre-built BNTouch campaign has a Spanish version attached. From the 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.”
What that means in practice. If you download a pre-built nurture from the BNTouch content exchange, the Spanish version is already attached. If you build a custom campaign for your shop, you write the Spanish version yourself (with MAIA’s help, since ChatGPT integrated into the email editor handles Spanish drafts cleanly).
Setting the language on a record
Three paths a record’s language field gets populated:
Borrower self-reports on the 1003. The application form has a language preference field. If the borrower selects Spanish, the field populates automatically.
Partner self-reports through the Partner Portal. The partner’s profile has a language preference field they set when they log in.
LO sets manually on the record. From the demo: “You are going to set [language] to Spanish and then update this record. The system will automatically send any campaign or piece of content that has a Spanish version.”
The field lives on the same record card as preferred language and mailing address. One field, three sources of truth.
The per-campaign toggle
Each campaign has a language preference toggle. From the demo: “You will see in the Preferences row a checkbox for [Spanish/multi-language].”
Turn the toggle on for the campaign, then the system enforces the language routing on every step inside that campaign. Turn it off, and every step ships in the default language regardless of record settings. Most BNTouch shops set the toggle on for every campaign that has both versions written.
The blue “A to Spanish A” visual indicator
The small UI detail that helps. From the demo: “Once a campaign has a multi-language version you will see this little blue A to Spanish A icon. If you hover over it it tells you the campaign has translation.”
The same indicator appears on individual campaign steps so you can see at a glance which steps have a Spanish version configured and which still need one. The per-step indicator covers SMS triggers as well: “[Tracks] whether the step has multi-language support and will automatically send the appropriate version of the step.”
The Facebook ads side of multi-language targeting
BNTouch’s Facebook Ads integration supports language-targeted ad delivery. From the demo: “If we’re in a primarily Spanish-speaking state or city you can create Spanish-speaking ads and then they can only be shown to people who use the Spanish Facebook page.”
Practical use case. A mortgage shop in Albuquerque builds two ad variants, one English and one Spanish. The English variant runs against English-page-language Facebook users. The Spanish variant runs against Spanish-page-language Facebook users. The targeting handles the segmentation at the platform level, so the borrower never sees a mismatched language ad.
Why this matters more than the demos let on
Three reasons that compound:
The Latino mortgage market is a real volume opportunity. US Census data on Hispanic homeownership shows a growing first-time buyer cohort. Mortgage shops serving that cohort with English-only marketing are leaving applications on the table.
Compliance disclosures in the borrower’s preferred language reduce dispute risk. A borrower who received the application instructions in English when their preferred language was Spanish has a stronger complaint pathway. Auto-routing the Spanish version closes that exposure.
The trust effect on first contact is large. A Spanish-preferred borrower who gets an SMS in Spanish on the first touch responds at a materially higher rate than one who gets the same SMS in English. The first-touch language match buys you the conversation.
What to set up first, in order
Enable the multi-language module under Options. If you do not see it, the admin needs to turn it on.
Run a saved search for records with an empty language field. Bulk-update obvious Spanish-preferred names where you have confidence in the assumption, or leave the field empty so the default routing applies.
Download the pre-built Spanish campaigns from the Content Exchange. Activate the most relevant ones for your operating market (welcome nurture, application nurture, rate watch).
Update your 1003 form to capture the language preference field on application. The field exists; make sure it is exposed.
Set up the Facebook Ads Spanish variant. Mirror your top-performing English ad in Spanish, target by Facebook page language.
One mistake to avoid
Do not turn on the multi-language routing if you have not yet written or downloaded the Spanish versions of your active campaigns. The routing will look for the Spanish version and fall back silently to the default. The borrower ends up with English content despite the language field saying Spanish. Either ship the Spanish versions first, or leave the routing off until you have.
See multi-language routing live
The cleanest evaluation is to ask the BNTouch team to show you a campaign with both versions written, with two sample records in different language preferences, and watch the routing decide which version each record receives. Request a demo and ask for the multi-language walkthrough specifically.
