Mortgage Broker Snapshot — GoHighLevel snapshot

1. CH-01

   1 AI Receptionist

   Capture

   SYSTEM COMPONENT 01AI Receptionist

   A rate enquiry at eight in the evening is somebody who has just seen a house they want. This answers, takes the property value, the deposit and the employment shape, works out whether they are buying, remortgaging or a first-time buyer, and books the fact-find. Nothing is quoted as a rate, because a rate quoted by an automated system is a regulatory problem.

   • Takes property value, deposit and employment shape
   • Separates purchase, remortgage and first-time buyer
   • Never quotes a rate, and explains why
   • Books the fact-find into a real diary slot

   THE FAULT

   A borrower whose offer has just been accepted rings from the estate agent car park at ten past six, wanting to know whether you can move fast enough to matter. The office phone is on voicemail and the second broker on their list answers live.

   ONCE IT IS RUNNING

   The line is answered whatever the hour, in a voice that gives the licence and states plainly that it cannot quote a rate or promise an approval. Purchase or remortgage, deposit, employment shape and target completion date are captured, then the fact-find is booked.

   THE RETURN

   Say thirty-five enquiries reach you in a week and nine of them arrive after the office empties. At a $2,400 average case fee and a one-in-seven conversion, recovering half of those nine is a case a month you were not previously writing.

2. CH-02

   1 AI Chatbot

   Capture

   SYSTEM COMPONENT 03AI Chatbot

   The questions that stop a mortgage enquiry are about eligibility and embarrassment: self-employed, a default four years ago, a small deposit. This answers what is generally possible without giving advice, captures the circumstances that decide the answer, and books the fact-find where a human can actually help.

   • Answers what is generally possible, not what they should do
   • Captures self-employment, credit history and deposit
   • Says plainly that it cannot advise
   • Books the fact-find inside the conversation

   THE FAULT

   The questions that decide a mortgage enquiry are the ones nobody wants to say out loud to a stranger: a default three years ago, a day rate instead of a salary, a deposit that came from a parent. Those enquiries close the tab rather than ask.

   ONCE IT IS RUNNING

   One assistant carries the same thread whether the borrower started on the website, replied by SMS or messaged the page at midnight. It explains what is generally possible for self-employed and adverse-credit cases, records the circumstances that decide it, refuses to advise, and books the fact-find.

   THE RETURN

   If your site takes four hundred visitors a month and one in fifty starts a conversation, that is eight conversations nobody was having. Turn one of the eight into a submitted case at your own average fee and the channel has covered its year.

3. CH-03

   Pipelines

   Capture

   SUBSTRATE — NO COMPONENT OF ITS OWN

   Not one of the nine, and not decoration either. This is part of what the nine run on: get it wrong and every component above it misbehaves in a way that is very hard to debug six weeks later.

   THE FAULT

   A first-time buyer nine months from viewing anything, a remortgage with a product expiry in March and a case waiting on a lender valuation all sit in one list. The case that needs a document today looks identical to the enquiry that needs nothing until spring.

   ONCE IT IS RUNNING

   The application board runs on lender stages: decision in principle, submitted, valuation instructed, offer, completion. The expiry board runs backwards from a date instead of forwards through stages. Referral partners get a board of their own, because an estate agent is a source and not a case.

   THE RETURN

   Assume twenty-five live cases at an average fee near $2,400. A board where a stalled document or an expiring decision in principle is visible on a Monday, rather than found in an inbox in April, needs to rescue one case a quarter to justify the import.

4. CH-04

   Workflows

   Nurture

   SUBSTRATE — NO COMPONENT OF ITS OWN

   Not one of the nine, and not decoration either. This is part of what the nine run on: get it wrong and every component above it misbehaves in a way that is very hard to debug six weeks later.

   THE FAULT

   A rate lock has an expiry date, a decision in principle has an expiry date, and a lender request has a deadline. All three live in an adviser's head, and the one that gets missed is always on the case nobody has touched this week.

   ONCE IT IS RUNNING

   Every dated item runs its own countdown. Lock expiry and pre-approval expiry escalate to the adviser before they lapse, each outstanding document chases the borrower on its own clock, and anything that reads as a request for advice halts the automation and routes to a human.

   THE RETURN

   A lapsed lock that has to be re-priced costs the borrower money and costs you the case some of the time. If one lock in twenty currently slips and you run twenty-five cases a quarter, that is more than a case a year at your own fee.

5. CH-05

   Appointment reminders, confirmations and no-show recovery

   Booking

   SYSTEM COMPONENT 05Smart Appointment System

   A missed fact-find is ninety minutes gone and a client who may now be with a competitor. The confirmation lists exactly which documents to have ready, which is what makes the first appointment productive. Reminders at twenty-four hours, an hour and fifteen minutes, and a recovery call inside the hour.

   • Confirmation lists the documents to have ready
   • A day out, an hour out and a fifteen-minute prompt
   • Recovery call inside the hour on a missed fact-find
   • Rescheduling keeps the case timeline intact

   THE FAULT

   The borrower confirms a fact-find, then forgets it because the appointment sits behind a viewing, a work meeting and a nursery pickup. When they do arrive they bring no payslips and no bank statements, so one ninety-minute appointment becomes two.

   ONCE IT IS RUNNING

   Confirmation goes out on booking with the document list attached, then reminders a day out, an hour out and a quarter of an hour before. A miss triggers a recovery call inside the hour, working to a target of recovering seven in ten.

   THE RETURN

   If eight fact-finds a month are booked and two are missed, recovering most of those two returns roughly three adviser hours and, at a one-in-seven conversion on a $2,400 fee, an additional case every few months from diary time you already paid for.

6. CH-06

   Funnels

   Capture

   SUBSTRATE — NO COMPONENT OF ITS OWN

   Not one of the nine, and not decoration either. This is part of what the nine run on: get it wrong and every component above it misbehaves in a way that is very hard to debug six weeks later.

   THE FAULT

   One contact page has to serve a first-time buyer who wants a guide, a self-employed applicant who wants to know whether anyone will lend at all, and a landlord comparing buy-to-let. They all meet the same form, and most of them abandon it.

   ONCE IT IS RUNNING

   A separate path per intent, each one ending in a booked fact-find rather than a downloaded PDF. The affordability calculator collects income shape and deposit as the price of its answer, so the enquiry arrives half fact-found already. No rate is stated anywhere on the path.

   THE RETURN

   Take a hundred and fifty paid clicks a month at whatever you pay for them. Moving conversion from one in twenty-five to one in twelve doubles booked fact-finds on the same spend, and at your own case fee that is the traffic budget answered.

7. CH-07

   AI Studio website

   Capture

   SYSTEM COMPONENT 04Professional Website

   A broker site written for the searches people actually make — first-time buyer, self-employed, adverse credit, buy-to-let — with the fee structure stated and the regulatory disclosures where they belong. Calculators that collect the inputs a fact-find needs, so the first meeting starts from something rather than from nothing.

   • Pages for first-time buyer, self-employed and adverse credit
   • Fee structure and regulatory disclosures stated plainly
   • Calculators that feed the fact-find, not just entertain
   • Enquiry form takes circumstances before contact details

   THE FAULT

   A broker site that lists services and a phone number gets found for the broker's own name and very little else. The searches that convert are self-employed, contractor, adverse credit and remortgage, and none of them has a page written for it.

   ONCE IT IS RUNNING

   The site ships with a page for each of those searches, the fee structure stated rather than reserved for the first call, licence and regulatory disclosures placed where they belong, and calculators and enquiry forms wired into the same diary the receptionist books against.

   THE RETURN

   If a page written for self-employed lending earns fifteen visits a month and one in ten enquires, that is a case or two a year from writing done once. Set that against the cost of buying the same fifteen clicks every month for a decade.

8. CH-08

   Nurture campaign

   Nurture

   SYSTEM COMPONENT 02AI Outbound Caller

   Mortgage cycles run in months and most enquiries are eighteen months early. This calls the ones sitting at the right point rather than all of them: the applicant whose documents have stalled the case this week, the client whose product expiry is six months out, and the enquiry that went quiet after the first call. Each one references the case, not "your mortgage".

   • Chases stalled documents while a case is live
   • Calls at six months before product expiry, not after
   • Names the case and the stage, not "your mortgage"
   • Stops on a submission or an opt-out

   SYSTEM COMPONENT 08Database Reactivation

   The most valuable field a broker holds is the product expiry date, and most brokers only look at it when the client rings. Six months of silence triggers a sequence that works backwards from expiry, so the conversation opens while there is still room to arrange something rather than in the month the fixed rate ends.

   • Works backwards from the recorded product expiry
   • Opens the conversation with room to act, not in the last month
   • Segments purchase, remortgage and buy-to-let separately
   • A response reopens the case in the live pipeline

   THE FAULT

   A remortgage client is two years from their expiry and a first-time buyer is nine months from an offer. Most follow-up stops at day thirty, so by the time either is ready the last name they heard from belongs to somebody else.

   ONCE IT IS RUNNING

   Contact continues across the real decision horizon, paced by what the record holds: an expiry approaching, an application stalled on one statement, an enquiry that went quiet at the affordability stage. AI outbound rings the ones sitting at a genuine decision point instead of the whole list.

   THE RETURN

   A file of six hundred old enquiries costs nothing to hold and nothing to work once the sequence exists. If one in two hundred returns over a year at a $2,400 fee, three cases came out of a database you were already paying to store.

9. CH-09

   Review automation

   Proof

   SYSTEM COMPONENT 06Review Harvesting

   In mortgages the trigger is completion day, when the keys are handed over — the single best-feeling moment in the whole eighteen-month cycle. Asking at offer is asking mid-anxiety; asking at completion is asking somebody standing in their new hallway.

   • Two hours after completion, not at offer
   • Deliberately timed to the day the keys change hands
   • A satisfaction check runs before the link is sent
   • Anything about a declined case routes to the adviser

   SYSTEM COMPONENT 07Review Automation

   A client remortgages every two to five years, so one ask per completion is the correct cadence and anything more is noise. Follow-up goes on another channel after three days, every review gets a reply, and nothing describing a lending decision is answered automatically because that is advice by another name.

   • One ask per completion, never more
   • One follow-up three days later, on a different channel
   • No automated reply to anything about a lending decision
   • Target: 5–10 reviews a month for an active broker

   THE FAULT

   The day a broker has earned a review is completion day, and that is precisely the day nobody in the office remembers to ask, because the file has been closed, the fee has been invoiced and the adviser has moved on to the next application.

   ONCE IT IS RUNNING

   The ask fires against the completion date on the case rather than the offer date, with a satisfaction question first so an unhappy borrower reaches the principal privately. Follow-up moves to another channel after a few days and the platform rotates. Target: five to ten a month.

   THE RETURN

   Brokers are chosen on trust and a search result. If a steady five to ten reviews a month lifts enquiry volume by a tenth on thirty-five enquiries a week, that is three or four more enquiries every week with no media spend behind them.

10. CH-10

    Seasonal automation

    Retention

    SYSTEM COMPONENT 09Lifetime Nurture Campaigns

    A mortgage client is worth five transactions across twenty years and almost every broker keeps one. Product expiry reminders, protection review prompts, and a rate-environment note that goes out when it is genuinely relevant rather than monthly. The referral prompt runs monthly, because a first-time buyer tells everybody who helped them.

    • Product expiry reminders on the case record
    • Protection review prompts at the sensible points
    • Rate notes when they matter, not on a schedule
    • Monthly referral prompt, aimed at first-time buyers

    THE FAULT

    Product expiry dates arrive one at a time all year round, and the annual review that would catch a protection gap or a second property never gets scheduled, because nothing in the diary knows the anniversary has come round again.

    ONCE IT IS RUNNING

    Campaigns clock off dates already on the record: the expiry countdown, the completion anniversary, an annual review invitation, a protection prompt at the point a borrower has just taken on the largest debt of their life, and a referral prompt aimed at first-time buyers.

    THE RETURN

    A book of three hundred completed clients on a five-year product cycle should generate sixty expiry conversations a year. If half currently go elsewhere because nobody opened them early, sixty conversations at your own case fee is the number worth arguing about.

11. CH-11

    Custom values

    Capture

    SUBSTRATE — NO COMPONENT OF ITS OWN

    Not one of the nine, and not decoration either. This is part of what the nine run on: get it wrong and every component above it misbehaves in a way that is very hard to debug six weeks later.

    THE FAULT

    The licence number, the regulatory footer and the fee disclosure are pasted into every template by hand. When the wording changes somebody has to find every message carrying it, and the one that gets missed is the one a regulator eventually reads back to you.

    ONCE IT IS RUNNING

    Firm name, licence and registration numbers, the compliance footer, the no-advice sentence, the document portal address, diary links and adviser signatures are all account-level variables. Every email, SMS and page reads them, so a wording change is one edit rather than a search.

    THE RETURN

    A disclosure change that would otherwise mean opening every template by hand takes minutes here. The saving is perhaps two afternoons a year, which is small and certain. The cost of sending the superseded wording for six months is neither.

12. CH-12

    Custom fields

    Capture

    SUBSTRATE — NO COMPONENT OF ITS OWN

    Not one of the nine, and not decoration either. This is part of what the nine run on: get it wrong and every component above it misbehaves in a way that is very hard to debug six weeks later.

    THE FAULT

    Deposit source, the date of a credit event, whether the applicant is on a day rate or a salary, and the product expiry date all end up in call notes. The next adviser to open the case starts the fact-find from the beginning.

    ONCE IT IS RUNNING

    Deposit amount and source, employment shape, credit events with their dates, loan-to-value band, property type, lender, decision-in-principle expiry, product expiry and the referring agent are structured fields. The expiry date alone is what the entire renewal programme runs on.

    THE RETURN

    Importing a book of three hundred clients with an expiry date attached turns a dead list into a scheduled year of conversations. Populate that one field per record and the seasonal campaigns have a date to work backwards from, which is the cheapest revenue in the business.

13. CH-13

    Forms and surveys

    Capture

    SUBSTRATE — NO COMPONENT OF ITS OWN

    Not one of the nine, and not decoration either. This is part of what the nine run on: get it wrong and every component above it misbehaves in a way that is very hard to debug six weeks later.

    THE FAULT

    The fact-find is a document emailed as an attachment, filled in badly, returned as a photograph of a printout, and then retyped by an administrator who cannot make out whether the deposit figure has an extra zero in it.

    ONCE IT IS RUNNING

    Intake collects circumstances before contact details, a document checklist form takes uploads item by item and marks each one received, consent for a credit search is captured with a timestamp, and a post-completion survey asks the questions the review request deliberately does not.

    THE RETURN

    If an administrator spends twenty minutes retyping each of twenty-five fact-finds a month, that is more than eight hours. Structured intake gives most of it back and removes the mis-keyed figure that costs an afternoon when the lender sends the case back.

Every figure in a return line above is an illustrative scenario with its assumptions in the sentence, so you can substitute your own. None of it is measured customer data. The only performance figures we publish as targets are the 70% no-show recovery on the recovery call and five to ten reviews a month.