RU Support Hour: March 27th, 2026

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Summary

Seed network development was finalized for consistent email deliverability with new policy and feature integrations discussed for customer engagement.

AI and Seed Network Progress
Discussion confirmed the impressive but niche functionality of AI, such as Claude, for business applications. The team is 4 weeks from testing the internal seed network, designed to smooth out email sending volume and overcome domain flagging from sporadic sending schedules.

Email Engagement and Compliance
A new re-engagement policy will remove clients inactive for 90 days to protect sender reputation, prioritizing a smaller engaged list over a large unengaged one. The system is compliant as it sends general market information, not personalized rate guarantees, to avoid corporate domain risk.

Integrated Marketing Strategy
The new SMS digest feature is nearing completion and will integrate with CRMU for personalized rate glances to agents. Success requires integrating the rate update system with CRM automation, email, text, and targeted Facebook advertising, with a web hook feature allowing automated CRM follow-up upon a strike rate alert.

Details

• Initial Catch-Up and AI Discussion: Alex Hernandez and Steven Calabrese began with a personal exchange about Steven's appearance change following a breakup. The conversation quickly shifted to the capabilities of AI, specifically Claude, with Steven sharing an experience where Claude analyzed a Google Sheet for a potential property investment in Tampa, generating multiple data tabs for decision-making (00:00:00). Alex Hernandez and Steven Calabrese agreed that the speed and functionality of AI, particularly Claude, are impressive, but also acknowledged that much of its advanced utility is not currently applicable to most individuals' business models or immediate use cases, such as coding (00:05:11).
• AI Application and Existing Solutions: Alex Hernandez expressed skepticism about building custom solutions with AI, such as a Loom competitor using Claude Code, when established, paid services already exist and require ongoing maintenance and customer service (00:05:58). They noted that the difficulty lies not in building something once, but in selling and servicing it, pointing out the continuous need to address new use cases and issues (00:07:00).
• Client Activity and Contact Identification: Steven Calabrese raised a question about unrecognized names viewing and clicking on their content (00:07:00). Alex Hernandez suggested checking the contact details. Steven initially doubted the contacts were real people but then confirmed that an unfamiliar contact, Ranjo Sagu, and others were, in fact, real individuals, though they initially did not trust the process (00:08:02).
• Seed Network Development for Email Deliverability: Alex Hernandez provided an update on the progress of the internal seed network, which addresses the difficulty of sending emails at scale (00:09:12). A primary technical issue identified is the "peaks and valleys" in the sending schedule, where a subdomain sends large volumes of emails on certain days (e.g., Saturday) and nothing during the rest of the week (00:10:15). This sporadic volume causes algorithms to flag the domains, even when all technical records are correct (00:11:10).
• Function and Timeline of the Seed Network: The seed network is being built internally to send emails consistently every day to smooth out the sending volume and overcome the peaks and valleys issue (00:11:10). This network will not count toward client open rates or manipulate client data but will involve a bot sending, opening, and replying to emails to build domain trust. The team estimates they are about four weeks away from testing the seed network, after which they plan to roll out brand new, warmed-up subdomains for everyone using the service (00:12:14).
• Re-engagement Policy for Reputation Management: Steven Calabrese inquired about actions users can take to improve their open rates. Alex Hernandez explained that a new re-engagement policy has been implemented, where clients who have not opened an email within 90 days will receive a specific email asking if they wish to continue receiving updates (00:14:07). This measure is designed to remove unengaged clients and prevent them from hurting the sender's reputation (00:15:03).
• User Best Practices for Email Engagement: Alex Hernandez suggested that loan officers (LOs) should proactively delete customers who are not opening their emails, emphasizing the preference for a smaller list of engaged people over a large, unengaged list. They also highlighted the value agents find in the rate updates, suggesting agents should be reminded to check the rates (00:15:03).
• Customer Priming for Email Delivery: Alex Hernandez proposed that LOs should prime their customers through an email deployment via their CRM to inform customers about the upcoming rate updates and instruct them to mark the emails as "not spam" if they land in their spam folder. This process could be part of an initial rate watch opt-in email (00:15:54).
• Development of SMS Digest Feature: A major upcoming feature is the SMS digest, which is nearing completion and will be available at no additional charge to users on CRMU or other integrated partners. The feature allows users to customize text templates and send weekly or bi-weekly rate glances to specified agents (00:16:50). The system will push the trigger with data to CRMU, which will then send the SMS using the user's existing text number (00:17:50).
• New Lead Form Submission Feature: Steven Calabrese shared a success story from an account where a customer filled out a form requesting a refinance (00:19:36). Alex Hernandez confirmed that the form submission triggers a new lead alert that provides details about the client's goals, such as wanting cash out or a lower payment (00:20:17) (00:22:19). They also confirmed that transactional emails are now properly alerting users to new leads (00:23:09).
• Importance of Customer Nurturing: Alex Hernandez emphasized that the rate updates are critical for long-term customer nurturing, especially for clients who may not be able to refinance immediately. The goal is to remain top-of-mind by consistently dripping information over months or years, ensuring the client remembers the LO when they are ready for a new transaction (00:24:12).
• Updating Past Client Data with Interest Rates: Steven Calabrese sought advice on how to integrate interest rate data for 700 past clients who have rates recorded in an Excel list but not in their CRM (00:24:12). Alex Hernandez advised that the LO should delete the clients from the rate update system and re-upload them via CSV with the interest rate data to properly trigger the strike rates. They confirmed that the system can pull the most recent interest rate from CRMU if the correct field is mapped (00:25:57).
• Web Hook Integration for Strike Rate Alerts: Alex Hernandez introduced a new feature allowing users to trigger a web hook when a strike rate alert is hit, which can push the information back to the CRM. This integration enables the user to automatically enroll the client into a specific call-up or follow-up campaign, such as sending a personalized SMS suggesting a refinance opportunity (00:27:36).
• Customization of Rate Digest and Market Challenges: Alex Hernandez noted that users can customize their email subject lines for the rate digest, but cautioned against wasting time constantly updating it. They acknowledged that recent market volatility had led to some user complaints about posted rates being difficult to achieve without buying down points, suggesting users should update their advertised rates or explain the need for points (00:30:06). The primary value of the digest is education and staying top-of-mind, not providing precise, actionable lock rates (00:31:50).
• Rom Mishra's Account Setup and Activity Issue: Ram Mishra reported a 0% open rate despite 173 emails sent (00:32:45). Alex Hernandez identified that Ram Mishra needed to better utilize tags in their CRM to segment contacts, such as realtors, correctly (00:33:38). Alex Hernandez tested Ram Mishra's email account by sending a manual email to themself but noticed that the activity was not being recorded, prompting the need to submit a support ticket to resolve the issue (00:34:42).
• Strategy for Engaging New Realtor Contacts: Ram Mishra discussed their need to engage a list of top realtors from different states (00:37:54). Alex Hernandez recommended building a "welcome warm-up series" in CRMU, starting with an introductory email explaining who Ram Mishra is and how they obtained the contact information (00:39:02). The subsequent emails over a two-week period should focus on building trust by highlighting successes, reliability, and the value offered to realtor partners (00:40:06).
• Building Trust with Agents Through Multi-Channel Strategy: Alex Hernandez explained that converting agents to send deal flow requires many touch points and takes time, often starting with the agent's worst clients (00:40:06). They proposed a multifaceted approach to building trust, including email, SMS, phone calls, LinkedIn, and Facebook (00:42:47). The goal is to move up the "ladder of trust" from zero to being known and trusted enough to get on a call (00:40:49).
• Using Landing Pages for Lead Capture: Alex Hernandez advised Ram Mishra to create a landing page, preferably within CRMU for better automation, to capture leads through a "rate watch" opt-in (00:43:54). This page should clearly show the value proposition, such as the rate digest, and include an opt-in form. This landing page link should be strategically placed in email footers and on social media platforms (00:45:50).
• Automation Flow and Campaign Building: The suggested workflow involves the lead opting in via the CRMU landing page, which automatically enrolls them into a CRMU follow-up campaign and subsequently pushes them into the rate update system (00:47:35). The follow-up campaign should be designed to build trust through multiple touch points, including setting reminders for the LO to connect with the lead on social platforms like Instagram, Facebook, and LinkedIn (00:49:07). Alex Hernandez suggested taking time to write compelling emails, even hiring a copywriter, for the campaign (00:51:45).
• Utilizing Facebook Pixel and Retargeting Ads: Alex Hernandez recommended placing a Facebook pixel on the landing page to gather data on visitors, which can then be used for targeted Facebook advertising (00:51:45). This strategy of retargeting agents who visited the landing page is a form of "speed to trust," ensuring the LO's face is frequently seen by the agents, accelerating the trust-building process (00:52:48).
• Affordable Social Media Advertising Strategy: Alex Hernandez shared that they spend only $2 to $5 a day on Facebook ads ($60 to $150 a month). The ads should be simple, unpolished videos filmed close-up on a phone, focusing on educational topics like credit issues or steps to buying a house, maintaining an authentic and engaging feel (00:55:34). Ram Mishra acknowledged the need to practice making videos despite initial discomfort (00:58:13).
• Creative Ad Examples for Engagement: Alex Hernandez shared a highly successful ad where they bought fake money and burned it on camera to symbolize the feeling of throwing money away while renting (00:58:53). Other successful concepts involved comparing rent payments to a landlord's wealth to emphasize the value of building equity (01:00:29). Alex Hernandez advised that constant experimentation is necessary since some ads will inevitably not be successful (01:01:21).
• Conclusion on Integrated Marketing Strategy: Alex Hernandez concluded that success requires the integration of all these elements (rate update, CRM automation, email, text, phone calls, and targeted social media). While the rate update system handles the automated content delivery, the LO must focus on building the multi-faceted trust campaign, which is the most challenging part of the process (00:53:39) (01:02:15).
• Account Activity and Landing Page Planning for Ram Mishra: Alex Hernandez confirmed they would investigate why Ram Mishra's account activity was not populating and committed to connecting them with Steve to assist in building a landing page. The meeting was recorded and would be uploaded to the community and website for Ram Mishra to reference when building their system (01:03:07).
• Strategy for Importing Realtors and Campaigns: Ram Mishra questioned whether they should upload their list of realtors to their CRMU and sync it with Rate Update, even without active campaigns (01:03:07). Alex Hernandez advised against this, noting the risk of the emails being marked as spam if recipients do not recognize the sender. Ram Mishra decided to start by working on campaigns and uploading the realtors later, while avoiding immediate syncing (01:03:52).
• Domain Strategy for Landing Pages: The discussion covered using different domains for various landing pages, with Ram Mishra mentioning two they owned: misromgates.com and mrmortgage teamteam.com (01:03:52). Ram Mishra noted that mrmortgage.com was tied to their loan factory site, meaning they could not use it for building landing pages there. Ram Mishra expressed concern about transferring their domain (RamjiMishra.com) to CRMU, fearing the loss of emails in Outlook, and concluded they would instead leave the domain and mask forward it to a landing page created in CRMU (01:04:43).
• Leveraging High-Level CRM for Lead Follow-up and Conversion: Chris Haliburton, who uses Go High Level and a company CRM, inquired about the discussed system for building pages and lead follow-up (01:05:36). Alex Hernandez emphasized the need for a personal CRM for lead follow-up and conversion, separate from the company CRM, which often handles internal updates (01:06:36). They confirmed that a High-Level integration is available, allowing for direct connection and syncing of leads using tags (01:07:19).
• Segmenting Contacts and Email Frequency: Alex Hernandez demonstrated how to segment contacts in Rate Update, suggesting segments for agents and past clients to control email frequency. They recommend sending agents weekly emails, ideally on Saturday morning when they are less busy, and sending past clients emails on a monthly basis to avoid burnout (01:08:14). A third tier for new RateWatch users who opted in via a landing page would also receive weekly communications (01:09:04).
• Integrating Rate Metrics into Landing Pages: Alex Hernandez explained that the High-Level CRM can be connected to Rate Update, allowing users to create a landing page in High Level and embed the Rate Metrics, a feature showing only key rate information (01:10:11). This embedded rate sheet allows users to communicate enticing messages, such as advising clients to lock in rates, accompanied by their headshot and contact information (01:11:07). Leads who opt in are sent to the CRM for follow-up (01:11:52).
• Nurturing Leads and Follow-Up Strategy: Leads opting in should be tagged "RateWatch" in the CRM, triggering a campaign that includes an initial email and text message to build trust (01:11:52). The follow-up approach should be "nonchalant," focusing on helpfulness rather than immediate conversion, with the sender emphasizing that they are available and only get paid if they are successful in helping the customer (01:12:49). Following up should involve text, email, and Rate Update communications, reserving social media engagement for agents only (01:14:17).
• Co-Branding Rate Watch with Realtors: Ram Mishra and Chris Haliburton inquired about co-branding the Rate Watch digest with realtors as a partnership approach. Alex Hernandez confirmed this is possible and explained that agents often lack a lead follow-up system, making the rate digest a valuable supplemental tool that supports the relationship between the loan officer, the agent, and the customer (01:15:58) (01:17:36). Alex Hernandez advised against using services like Homebot due to issues with inaccurate property valuations, especially in non-disclosure states, which can cause conflict with realtors (01:16:42).
• Implementing Co-Branding and Template Customization: Alex Hernandez demonstrated the co-branding feature by adding a partner (Agent Alex) with their headshot, agency info, and logo (01:17:36). Once co-branded, the template can be customized, including the subject line (e.g., "Rates are moving, don't miss this update"), and logo placement (01:18:41). Alex Hernandez also announced a new feature allowing users to add custom videos to their digest, though a full tutorial on the video feature was pending (01:20:20).
• Email Delivery Challenges and the Seed Network: Alex Hernandez discussed the challenges of mass email delivery, noting the difficulty of sending 200,000 emails per month and the issue of domain spikes (sending many emails on one day and none on others) being flagged as spam. To counteract this, they are developing a proprietary "seed network," which will artificially send internal emails daily to "fool the algorithm" and maintain a consistent email sending volume, with the network four weeks away from completion (01:21:05) (01:22:52).
• Corporate Email Usage and Compliance: Ram Mishra questioned why they cannot use their corporate email for mass sending, citing concerns about licensing compliance. Alex Hernandez explained that using a corporate email for mass sending risks burning the domain if marked as spam, which would prevent important business communications (like sending conditions or updates) from reaching customers (01:23:53). They confirmed their system is compliant, as they only provide general market information, not personalized rate guarantees, telling customers to call for a quote (01:24:37).
• Troubleshooting and Future Assistance: Chris Haliburton raised an issue regarding their personal email appearing in the rate digest, which Alex Hernandez suggested they could change on their branding page (01:25:35). Alex Hernandez offered to help Chris Haliburton with their Go High Level connection and advised them to send a message via email or School to set up a time for assistance (01:25:35). Ram Mishra concluded the meeting, expressing that the information was helpful, and departed (01:25:35).

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