RU Support Hour: February 20, 2026

Summary

Alex Hernandez, Glenn Hoch, MLO-71716, and Roya Spain discussed account setup, domain health, and CRM data segmentation for email campaigns, where Alex Hernandez helped Glenn Hoch, MLO-71716 create a "Closed loans" segment and diagnosed tagging issues related to the RAD CRM. Roya Spain and Ram Mishra requested account creation or setup assistance, with Alex Hernandez committing to creating Roya Spain's account and guiding Ram Mishra through branding, template setup, and connecting their CRM, while also setting an expectation that their domains would be active by early the following week. Discussions involving Roya Spain and Caitlin Schaffstall focused on strategies for adding leads, the risks of mass blasting, the benefits of co-branding with partners like real estate or insurance agents, and requested template enhancements such as customizable text fields, subject lines, and the ability to embed real-time rate updates on a website.

Details

• Introductions and Account Status Overview: Alex Hernandez welcomed Glenn Hoch, MLO-71716, and Roya Spain to the meeting, confirming they had previously met at Mortgage Con. Alex Hernandez noted that the system has undergone constant changes and updates in the last four weeks. A point of concern for newer users is the delay in domain setup, which Alex Hernandez is addressing with the email provider, Mail Gun (00:00:00). Alex Hernandez confirmed that Glenn Hoch, MLO-71716's domain is active (00:04:30).

• Domain Health and Future Strategy: Alex Hernandez checked Glenn Hoch, MLO-71716's domain health, confirming it is active, which is great because some new users are still waiting for provisioning (00:04:30). Alex Hernandez outlined a new company strategy to create multiple domains for users and rotate through them automatically to maintain the highest possible reputation. Users will not need to manage this process themselves (00:05:18).
• Lead Validation Process: Alex Hernandez explained that when leads are entered, they go through a validation process before appearing on the dashboard (00:05:18). They confirmed that Glenn Hoch, MLO-71716's email is valid and they can send them emails (00:06:08).

• CRM Connection and Data Segmentation: Glenn Hoch, MLO-71716 confirmed that their account is connected through their CRM, RAD. Alex Hernandez explained that the system pulls data via segments or tags from the connected CRM. The discussion moved to setting up segments for email campaigns, specifically asking Glenn Hoch, MLO-71716 which groups they want to target (00:06:08).
• Setting Up "Closed Loans" Segment: Glenn Hoch, MLO-71716 confirmed they have a "closed loans" list with about 200 clients. Alex Hernandez suggested setting the email frequency to monthly on a Saturday, as people tend to open emails on the weekend, and Glenn Hoch, MLO-71716 agreed to try monthly (00:06:54).

• Tagging Issues with CRM Data: Alex Hernandez attempted to locate the "Closed loans" tag but could not find it in the system, even though Glenn Hoch, MLO-71716 confirmed it exists in their smart list in the CRM (00:07:38). Alex Hernandez suggested that they share their screen to view the issue (00:08:30).

• Diagnosing Tag Mismatch: Upon viewing Glenn Hoch, MLO-71716's screen, Alex Hernandez realized the system uses tags rather than the smart list name for segmentation. They instructed Glenn Hoch, MLO-71716 to apply a specific tag to their lists, suggesting "real estate agents" or "closed loans," which might require assistance from the CRM provider, Rad (00:09:38) (00:11:17).
• Saving the "Closed Client" Segment: Alex Hernandez identified and used the "Closed client" tag that Glenn Hoch, MLO-71716 had for their past customers (00:11:17). The segment was saved as "Close loans," with the "close client" tag, set for monthly delivery on Saturday at 9:00 a.m (00:12:01).

• Agent Tagging for Future Segments: Alex Hernandez advised Glenn Hoch, MLO-71716 to consolidate their agents under a single tag, suggesting "realtor list" or "realtor," so that all agents can be easily added to a segment (00:12:01). The system allows for multiple tags within one segment (00:12:49).

• Lead Syncing and Validation Results: Alex Hernandez initiated a sync of the list, noting that leads appear in the lead validation tab, not the dashboard, until they are validated (00:12:49). The sync showed that 105 leads passed validation, and eight failed, which means the system cannot send to the failed emails (00:13:43).

• Template Customization Options: Alex Hernandez demonstrated how to customize the email template by going to the template section. Customizations include changing the logo in the header and repositioning it (00:14:37). Users can also display their loan officer head card in the header (00:15:17).

• Updating Rate Margins and Visuals: Alex Hernandez explained that the system pulls national average rates, and users can update their margin to reflect their business. They suggested changing the conventional line color to red for better visibility, and noted that users can change other colors and the welcome text in the header (00:15:17).

• Valid Leads and Future Tagging Assignments: The account showed 117 valid leads, which are the closed loans that have successfully come through. Glenn Hoch, MLO-71716 confirmed they would learn how to tag and add the real estate agents later. Alex Hernandez offered support via the learning center and chat bot (00:16:46).

• Accessing the Learning Center: Roya Spain inquired about accessing the learning center. Alex Hernandez explained that it is available in the navigation bar, which can be expanded using the hamburger menu (00:17:18).
• Roya Spain's Account Setup Status: Roya Spain did not know how to access the site and thought it was within their CRM (00:18:01). Alex Hernandez offered to check their account and found that Roya Spain's account does not appear to be created yet. Alex Hernandez committed to contacting Steve to create an account for Roya Spain that day (00:18:52).

• Ram Mishra's Account Setup Request: Ram Mishra requested that their name be added to the account creation request, as Steve was also supposed to set up their account. Alex Hernandez confirmed that Ram Mishra's account is visible, but Roya Spain's is not (00:19:54).

• Sending Emails to Non-Client Lists: Roya Spain asked if they could import lists of non-clients to start a rate watch email campaign for exposure (00:19:54). Alex Hernandez confirmed that this is permissible only if the user has permission and follows all CAN-SPAM Act rules (00:20:55).

• Methods for Adding Leads: Alex Hernandez demonstrated two ways to add leads: manually one at a time or by uploading a list via CSV file. A legitimate way to gain permission is by having people opt-in through a landing page, such as one run through Facebook ads (00:21:55).

• Reputation Risks of Mass Blasting: Roya Spain proposed using public record data of people who bought when rates were high to send mass emails (00:22:51). Alex Hernandez advised against this, stating that exceeding certain bounce rates, spam complaints, or blocks could ruin the domain's reputation (00:23:40). Five domains previously caused the entire company account to be shut down (00:24:31).

• Co-Branding for List Building: Roya Spain asked if they could co-brand with real estate agents to use their past client lists, as Roya Spain's own database was lost during a company switch. Alex Hernandez confirmed that co-branding is possible and highly recommended as a way to leverage referral partners' lists and build a personal list (00:25:31) (00:27:10).

• Co-Branding Demonstration and Lead Capture: Alex Hernandez demonstrated the co-branding setup, showing how the agent's headshot, name, and contact information appear on the template (00:27:10). The email features the loan officer's card and includes a link for customers to request a quote via a lead form, which feeds directly back into the rate update system (00:28:03).

• Customization Suggestions for Messaging: Roya Spain and Caitlin Schaffstall suggested that the email template should be more customizable, allowing for things like local news updates, new products, or product features. Alex Hernandez acknowledged that this would be a "newsletter upgrade" and noted that they would look into adding a customizable field that supports text and images (00:29:58) (00:31:53).

• Subject Line Customization: The speakers requested the ability to customize the subject line for better engagement, perhaps including the agent's name. The current subject line includes the month and "market update" (00:31:03). Alex Hernandez agreed to investigate adding a customizable subject line feature (00:31:53) (00:35:03).

• Comparison of Rates and Compliance Concerns: Caitlin Schaffstall suggested comparing the national average rates with their own rates, as they are a brokerage. Alex Hernandez noted that they must be careful to remain compliant with regulations, as showing specific rates could require disclosing the Annual Percentage Rate (APR) (00:35:03). The current design is considered "bulletproof" by their attorney because it focuses on education and allows margin updates, avoiding the appearance of a guaranteed rate quote (00:35:59).

• Insurance Agent Partnership Strategy: Caitlin Schaffstall suggested that partnering with insurance agents could be beneficial, as they are the first to be called when a mortgage payment increases due to higher insurance costs. An insurance agent could suggest a refinance to offset the increase. Alex Hernandez affirmed that co-branding is not limited and can be used for partners like attorneys, CPAs, or insurance agents (00:37:40).
• Onboarding Ram Mishra's Account: Alex Hernandez returned to setting up Ram Mishra's new account, noting that the domain status is in progress (00:38:36) (00:41:07). The first required step is for Ram Mishra to accept the Master Service Agreement (MSA) in the settings (00:39:27).

• Ram Mishra's Branding and Template Setup: Ram Mishra was advised to complete their branding by adding a headshot, email, NMLS, and company information (00:41:54). Ram Mishra uploaded a headshot in real time (00:42:48). Alex Hernandez explained that the system automatically pulls national average rates, which can be adjusted with margins, eliminating the need for frequent manual updates (00:44:37).

• Implementing the Customizable Text Field: Ram Mishra asked about adding custom snippets for non-conventional loans like fix and flip (00:46:26). Ram Mishra and Caitlin Schaffstall suggested adding a customizable text box either in the header or just above the rates (00:47:24). Alex Hernandez agreed to prioritize adding a text field, potentially by Monday or Tuesday, with image support coming shortly after (00:48:09).

• Connecting Ram Mishra's CRM: Ram Mishra confirmed they use the CRM from Steve. Alex Hernandez detailed the next steps, which include obtaining the location ID and a private access token to sync data via tags (00:50:26). This allows for autosyncing of leads based on CRM milestones, such as "closed" (00:51:37).

• Demonstration of Nurturing Power: Alex Hernandez shared an anecdote about a former client who opened 25 emails over two years and 86 times total before requesting a profitable refinance (00:52:40). This illustrated the value of consistent, low-touch list nurturing (00:53:32).

• Ram Mishra's Next Steps: Alex Hernandez assigned Ram Mishra the homework of finalizing their branding and template. They confirmed that they would coordinate with Steve to connect Ram Mishra's CRM (00:56:03).
• Caitlin Schaffstall's Segment Issue: Caitlin Schaffstall reported an issue where leads moved to a new segment immediately revert to the default segment (00:56:45). Alex Hernandez examined the account and successfully moved a test lead (Andrew Smith) into the "VA outreach" segment by using the lead info editing button (00:58:32).

• Domain Verification for New Users: Alex Hernandez confirmed that Caitlin Schaffstall's domain is not yet active, placing them in the same boat as Ram Mishra (01:00:23). The domain is currently being verified, and Alex Hernandez expects it to be ready by Monday or Tuesday (01:01:00).

• Question on Landing Page Lead Capture: Caitlin Schaffstall asked if the platform has its own landing page for lead capture from external sources like Facebook ads. Alex Hernandez confirmed that the platform does have a method for this, which they were about to discuss (01:01:00).

• Rate Update Integration and Auto-Posting: Alex Hernandez detailed the platform's features, including the ability to auto-post rate updates to social media, specifically Facebook, and to integrate rates directly into a website using an iframe. The platform allows users to view a full page that can be iframed, which changes rates in real time, or to select a rate metrics button to embed just the rate data onto a website or landing page (01:01:42) (01:04:21). Caitlin Schaffstall expressed a preference for embedding rates on their website due to better results using Facebook's lead form and the ability to pixel and retarget visitors who hit their site (01:03:27).

• Custom Landing Pages and CRM Integration: Alex Hernandez explained that more tech-savvy users might prefer to create their own custom landing pages and control the associated copy and opt-in process, possibly directing sign-ups to their Customer Relationship Management (CRM) system before it flows into the rate update account (01:02:40). They also mentioned that the platform currently offers a basic landing page for users to sign up for the rate update digest, which does not display rates and is scheduled for future updates (01:03:27). The real-time rate updates mean that if a conventional rate is adjusted within the template, the embedded iframe on the website automatically updates without requiring manual changes (01:04:21).

• Compliance and Rate Comparison Discussion: Caitlin Schaffstall followed up on the earlier discussion about comparing their rates to the national average, asking if the attorney felt a half-percent difference was a safe range. Alex Hernandez explained that their attorney emphasized the need for caution, stating the main issue is intent and ensuring that posted rates are achievable for the customer that day (01:05:04). The distinction lies in whether the rates are presented as what the customer's rate is today versus merely showing rate trends and averages, and Alex Hernandez confirmed they fought to be able to offer this comparison feature, which the attorney ultimately approved with caveats regarding misrepresentation (01:05:59).

• Automation and Customer Retention Strategy: Caitlin Schaffstall confirmed that the new tool would facilitate automating weekly updates for their list of approved contacts who bought in 2023 or 2024. Alex Hernandez agreed that the key goal is to automate the process so users can focus on high dollar-per-hour activities, such as closing deals and analyzing who is opening the emails, to make educated decisions on who to reach out to (01:07:01). Both participants acknowledged the difficulty of maintaining contact and ensuring past clients remember they offer refinancing, which is a common issue when people forget a loan officer's full service range (01:07:52).