The journey enters on a Salesforce data event the moment the Lead record is created, confirms receipt immediately, then splits four ways by loan type. Each path gets the same cadence — options, calculator, education, handoff — but different content, all of it linking back to UMortgage web pages and blogs written for exactly that loan type.
The last send is the handoff: dynamic merge fields introduce the lead’s round-robin-assigned Loan Originator and reroute replies to them directly, so the first human touch feels like a continuation instead of a cold start.
Fires when a Lead is created with Forms_Filled_Out__c = “Website Pre-Approval” and a referral status that is neither Accepted nor Declined — the window where marketing, not an LO, owns the relationship.
Immediate receipt-and-reassurance send: application received, a local UMortgage Loan Originator will be in touch shortly.
Everything downstream is tailored to the path:
Path-specific breakdown of the lead’s loan options, linking to the matching loan-product page on umortgage.com — VA purchase leads land on the VA Loans guideline page, and so on.
Shares the dynamic Purchase or Refinance calculator on the UMortgage site, with messaging matched to the lead’s path — a self-serve step that keeps momentum while they wait for their LO.
Links each path to purpose-written blog content: refi prep for standard refinance, VA myth-busting for VA purchase, an IRRRL guide for VA refinance, and the power of a pre-approval for purchase leads — email and content strategy working as one system.
By now round-robin assignment has matched every lead to an LO. Dynamic merge fields drop in that LO’s name and contact details, and replies reroute straight to the LO’s inbox — the journey ends by getting out of the way.
The relationship continues 1-to-1 with the assigned Loan Originator.