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Summary
Alex Hernandez hosted a rate update walkthrough with Naineka Howard, outlining the template customization process, including changing the logo, header text, and margins to accurately reflect their rates, and discussing email frequency options for real estate partners. They covered Rate Update's integration with RAD CRM for automatic lead synchronization, the Chat GPT-powered market update feature with a lead generation button, and branding options, which Naineka Howard needs to set up immediately. Alex Hernandez identified that Naineka Howard's existing configuration had a disconnected RAD CRM integration and requested changing the "realtor list" segment to Wednesday delivery, concluding with the critical next steps of setting up branding, connecting RAD for automation, and defining audience segmentation.
Details
- Rate Update Overview and Email Infrastructure Alex Hernandez welcomed Naineka Howard and scheduled the call for a rate update walkthrough, noting that these calls would be hosted every Friday as open office hours (00:00:00). Alex Hernandez informed Naineka Howard about a two-week email freeze due to massive updates to the email infrastructure that had been a nightmare since a previous update introduced subdomains (00:08:53). Naineka Howard confirmed they are using RAD CRM and had accessed the rate update account but did not know where to start (00:09:53).
- Customizing the Rate Update Template Alex Hernandez initiated the template customization process, starting with the default rate update template that goes out to all users (00:10:47). Naineka Howard was shown how to change the logo image, position it, and update the header text with customized information like Zoom links, contact details, or a welcome message (00:11:35). Alex Hernandez also emphasized that users could update the margin to reflect their rates best, which only needs to be set once and will be applied automatically to all future digests (00:12:28).
- Email Frequency and Client Engagement Strategy Naineka Howard asked about the frequency of the digest, to which Alex Hernandez replied there are three choices: weekly, bi-weekly, or monthly. Alex Hernandez suggested that real estate partners might benefit from a weekly digest to stay informed about the market and that this provides an opportunity for loan officers to follow up on client interest and overcome objections about waiting for lower rates (00:13:31). Naineka Howard was informed that they could also change the colors on the three-month trailing trend graph, making some lines more dramatic like changing the conventional line to red (00:15:01).
- Integrating Rate Update with RAD CRM Naineka Howard questioned if adding realtors to RAD CRM would automatically update the Rate Update system, and Alex Hernandez confirmed that due to a built-in integration, leads added to RAD will automatically push to Rate Update if correctly configured, removing the need for manual updates. Alex Hernandez stated that the main point of Rate Update is to automate tasks and make the user's life easier, emphasizing a "set it and forget it" approach once the initial configuration is complete (00:15:50).
- Template Features and Lead Generation Alex Hernandez explained that the template includes a Chat GPT-powered market update that is refreshed for every digest. The template features a "Get your personalized Rate quote" button that links to an opt-in landing page, which collects information from past customers, bringing them back into the buying cycle and generating a new lead in the user's system (00:16:44). Alex Hernandez confirmed the digest is delivered via email, with an SMS option coming by the end of Q1 (00:17:34).
- Branding and Segmentation Alex Hernandez reviewed the branding section, where Naineka Howard can upload a headshot, contact information, social links, and company details which will automatically populate the templates (00:18:21). The segmentation feature allows the creation of audience segments, such as "real estate agents," and the ability to control the day and frequency of email delivery (00:19:18). Alex Hernandez explained that leads from RAD CRM are pulled based on a tag, and once this is set, new contacts tagged in RAD will automatically receive the digest on the scheduled cadence (00:20:19).
- Co-branding and Value for Agents Alex Hernandez detailed the option to co-brand the digests with real estate agents for past clients, which involves filtering clients by tags for both the loan officer's tag (e.g., "past client") and the specific agent's tag (00:22:13). This feature adds tremendous value to agents by ensuring their clients are incubated and remember both the agent and the loan officer, preventing them from seeking services elsewhere (00:23:07).
- Activity Tracking and Follow-up Alex Hernandez explained the "Activity" feature, which allows users to view who is opening and clicking on the emails, including the day and time (00:24:52). Alex Hernandez used an example of a client who opened 27 emails 86 times over 12 months without replying but eventually reached out for a refinance, illustrating how Rate Update helps users stay top of mind and converts clients over time (00:25:49).
- Strike Rate Alerts and RAD Webhook The "Strike Rate Alert" feature was introduced as a filter that notifies the user when a lead enters a certain threshold, such as a 1% difference between the client's current rate and the rate in the digest. Alex Hernandez explained that a webhook is in development to send this lead data back to RAD, which can trigger new campaigns in RAD to further convert clients (00:26:48).
- Review of Existing Configuration Upon viewing Naineka Howard's screen, Alex Hernandez noticed 335 leads in the system with an existing segment titled "realtor list" set to send weekly on Monday (00:31:16). Alex Hernandez noted that due to the email freeze, the next batch would not go out until the second week of February (00:32:10). However, the RAD CRM integration was disconnected, meaning the leads were manually added and not updating in real time, so Alex Hernandez offered to create a ticket with RAD to connect the systems for automation (00:33:06).
- Configuration Adjustments and Branding Setup Naineka Howard requested to change the frequency for the "realtor list" segment from Monday to Wednesday, which was completed (00:34:00). Alex Hernandez explained that an exclamation point on a lead means the email bounced, and a red color means they unsubscribed (00:34:55). Naineka Howard recognized the importance of branding after seeing the current activity and opened emails, acknowledging that their lead list from an MMI search lacked personal information for the recipients. Alex Hernandez emphasized the need to set up the headshot, email, and phone number in the branding section immediately (00:35:44).
- Template Customization and Critical Next Steps Alex Hernandez walked Naineka Howard through setting up social links in the branding section and recommended finding a transparent logo for the company (00:37:39) (00:42:32). The critical path forward was established: set up the branding over the weekend, connect RAD for automation, and then define audience segmentation (past clients and agents) (00:38:45) (00:40:41). Alex Hernandez advised Naineka Howard to adjust the margin on the interest rates in the template to accurately reflect their offerings and to change the loan officer card position to the header for better visibility (00:41:37).
- Email Sending Domain and Lead Management Alex Hernandez confirmed that the emails are coming from their system, specifically the user's customized subdomain (firstlastname.rateupdate.app), and replies go directly to the user (00:43:19). Naineka Howard confirmed they would work on the template spread and branding. Alex Hernandez concluded the call by reiterating that they have two weeks to get everything configured successfully before the emails resume sending (00:45:05).