RU Support Hour: February 27, 2026

Summary

Alex Hernandez and Michael DeVincentis discussed a strategy for Michael to post mortgage rates on Facebook, deciding to use a screenshot of the rate iframe as an image with a call-to-action linking to Michael's landing page for rate updates, while Alex committed to fixing Michael's disconnected RAD account and connecting the Airshare feature. Roya Spain joined to discuss account setup, and Alex Hernandez outlined the need for Roya to complete branding and template customization, demonstrating segment creation for targeted email cadences, and assigning homework for Roya to finalize their setup. Steven Calabrese also joined to agree to set up the private integration needed for Roya Spain's account to connect with CRMU.

Details

• Initial Discussion on Rate Posting for Social Media: Alex Hernandez and Michael DeVincentis began the call by discussing how Michael can post mortgage rates to social media, specifically Facebook, since Michael is heading to Bike Week in Daytona and needs a quick solution. Michael expressed a desire to copy and paste the report, while reducing the numbers, but mentioned they were currently "dumbfounded" on the process (00:00:00).

• Reviewing Rate Screenshot Options and RAD Connection Status: Alex Hernandez shared their screen to show Michael DeVincentis two different ways to capture the rate information. During this process, Alex noted that Michael’s RAD connection showed as "disconnected," which they committed to fixing that day (00:03:17).
• Strategy for Posting Rates as an Image Snippet and Link: Alex Hernandez recommended that Michael DeVincentis take a snippet (screenshot) of the rate iframe and use that as an image for the social media post. Alex explained that a screenshot would not be clickable, but Michael could take a snippet of the necessary section and share it as an image (00:04:09).

• Identifying the Call-to-Action and Landing Page Link: The speakers decided the goal for the post was to have users opt into rate updates. Alex Hernandez showed Michael DeVincentis how to navigate to the "Branding" section, view their landing page, and copy that link to include in the caption of the post (00:05:49).
• Troubleshooting Link and Image Posting on Facebook: Michael DeVincentis shared their screen to show Alex Hernandez a draft of the Facebook post, which included the image and a link. They discussed the issue of the link possibly overriding the picture and the need to ensure the full set of rate numbers was visible in the screenshot (00:06:43) (00:10:14).

• Refining the Facebook Posting Strategy: Alex Hernandez suggested that Michael DeVincentis place the rates inside the main body of the post and then use a comment to list the states where they could work (00:10:14). Michael agreed that this was a "sexier" approach. Alex then reviewed how Michael could access the rates again by navigating to "Integrations" and then "View page" within the account (00:11:26).

• Finalizing Michael DeVincentis's Action Items and System Fixes: Michael DeVincentis was instructed to include a call to action with the landing page link in their post, such as "subscribe to my [updates]". Michael's system-related homework involved Alex Hernandez reconnecting their RAD account and connecting the Airshare feature (Airshare, which is in integrations) for automatic posting to LinkedIn and Facebook (00:12:56).

• Roya Spain Joins and Discusses Account Setup: Roya Spain joined the meeting, expressing interest in the rate posting process (00:10:14) (00:13:33). Alex Hernandez confirmed that Roya's account was set up, although it needed to be built out. Alex attempted to contact Steve to help with setup, but shot them a text message when they did not answer (00:13:33).

• Prioritizing Branding and CRM Integration Setup: Alex Hernandez explained that the first step for Roya Spain was to set up their branding, including their headshot, email, application link, and company information (00:14:29). They noted that integrating with CRMU required Steve's assistance, as Alex did not have Roya's account access (00:15:57).

• Segment Creation and Automated Email Cadence: Alex Hernandez demonstrated how Roya Spain could create segments, such as 'agents,' 'past clients,' and 'first-time home buyers,' to control the frequency and timing of rate update emails (00:15:57). They clarified that applying a tag in CRMU would automatically push the contact to the correct segment without manual intervention (00:16:55).

• Handling Multiple Tags and Template Customization: Alex Hernandez confirmed that contacts with multiple tags would not be duplicated, as the first tag applied would be considered the primary tag. They then moved to template customization, explaining that Roya could change the header logo, hide elements like the lock icon, and adjust the Loan Officer card position to place their headshot prominently in the email header (00:18:03).

• Customizing Template Text and Next Steps: Roya Spain was shown how to change the default introductory text of the email template using the provided editing field (00:19:08). Alex Hernandez assigned Roya Spain the homework of completing their branding and template setup. Simultaneously, Alex would work with Steve to connect the CRMU integration and help set up the segments (00:19:51).

• Lead Deployment Schedule and Accessing the Account: Alex Hernandez informed Roya Spain that if the agents were loaded that day, the first email deployment would occur the following Thursday. Alex confirmed that Roya could currently access the account and generated a temporary password for them, which was shared via chat after an issue with emailing it (00:20:50) (00:22:24).

• Walkthrough of Branding and Contact Information: After Roya Spain logged in and shared their screen, Alex Hernandez guided them through the Branding section (00:24:44). They confirmed that the phone number should be their CRMU number and advised using a cell phone number over an office number, which can create hassles (00:26:15).

• Template and Margin Adjustment Review: Roya Spain confirmed they would upload their headshot and logo later (00:28:12) (00:30:30). Alex Hernandez showed Roya Spain where to adjust the rate margin settings under the conventional rate section. They explained that customers do not see the margin adjustments, which can be used to make the rates more accurate to the company's offerings (00:31:16).

• Segment Planning for Refinance Clients: Roya Spain confirmed the need for an 'agents' segment and asked for recommendations regarding segments for refi clients (00:32:09). Alex Hernandez advised creating segments for 'refi' clients and suggested a weekly cadence for agents, a monthly cadence for past clients, and a bi-weekly cadence for nurturing leads (00:33:44).

• Manual Lead Entry and Lead Validation Process: Alex Hernandez demonstrated how Roya Spain could manually add a lead, comparing the lead's current rate to the strike rates to identify refi opportunities (00:35:24). After adding a test lead, Alex explained the 20-step lead validation process under Domain Health, which verifies email deliverability to protect the sender's reputation (00:36:58).

• Review of Automated Lead Ingestion and Segmentation: Alex Hernandez confirmed that leads would automatically get pushed from CRMU once connected, although they can also be manually entered or uploaded via CSV. Alex showed Roya Spain that the test lead was now visible under the 'Refi' segment (00:37:46).

• Rate Update Marketing Strategy and Landing Pages: Alex Hernandez confirmed that there is no threshold for the number of emails being sent (00:39:29). They introduced the concept of running Facebook ads that drive traffic to a landing page where the Rate Update rates are embedded (00:40:26). This strategy, which will be discussed further on Monday, pushes opt-ins into CRMU for a follow-up campaign and tags them for automatic enrollment in the Rate Update digest (00:42:16).

• Embedding Rates and Manual Social Posting: Alex Hernandez explained that the rates can be easily embedded into the CRMU landing pages using the Integrations feature, as demonstrated earlier with Michael DeVincentis (00:44:15). They also noted Michael DeVincentis's successful manual effort of taking a screenshot of the rates and posting it on Facebook (00:44:58).

• Steven Calabrese Joins for Integration Setup: Steven Calabrese joined the call after receiving Alex Hernandez's text (00:46:49). Alex Hernandez provided Steve with a high-level summary of the desired Facebook lead generation strategy, which involves embedding Rate Update content into a CRMU landing page for simultaneous follow-up and digest enrollment (00:47:45). Steve agreed to set up the private integration for Roya Spain's account (00:48:41).
  
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