Workflows are the reason you're paying for HighLevel. Everything else, the CRM, the funnels, the website builder, is nice. But workflows are where the money is. They're the automations that follow up when you forget, nurture leads while you sleep, and trigger the right message at the right time without you touching a thing.
Here are the seven workflows that every mortgage loan officer should have running. In order of priority.
This is workflow number one for a reason. Studies consistently show that responding to a lead within five minutes increases your odds of connecting by 10x compared to waiting 30 minutes. In mortgage, the first LO to respond wins roughly half the time.
Trigger: Contact Created (filter by lead source or tag)
Sequence:
Your speed-to-lead texts should sound like a real human sent them. No "Dear valued customer" language. No walls of text. Keep it casual, short, and conversational. "Hey Sarah, just saw your inquiry come through. When's a good time to chat?" beats a three-paragraph introduction every time.
Most mortgage leads aren't ready to buy today. They're 3, 6, or 12 months out. The LO who stays in touch wins the deal when they're finally ready. This workflow does that for you, on autopilot.
Trigger: Tag Added ("long-term-nurture") or Pipeline Stage Changed ("Not Ready Yet")
Sequence (every 2-3 weeks):
The key is variety. Don't send the same "just checking in" text every two weeks. Mix educational content, market updates, social proof, and genuine check-ins.
Once a borrower submits their application, they enter anxiety mode. "What's happening with my loan?" is the number-one question every LO fields. This workflow eliminates most of those calls by proactively communicating at each stage.
Trigger: Pipeline Stage Changed
Messages by stage:
This workflow alone will cut your inbound "status check" calls by 50% or more. It also makes you look incredibly organized and professional.
Reviews are the lifeblood of local search. A loan officer with 80+ Google reviews will dominate the map pack in their area. This workflow automates the ask.
Trigger: Pipeline Stage Changed to "Funded" (or Tag Added: "closed")
Sequence:
Keep it simple and genuine. Don't offer incentives for reviews (that violates Google's terms). Just make it easy with a direct link and a sincere ask.
Your referral partners need nurturing too. Most LOs focus all their automation on borrowers and completely ignore the relationships that generate 40-60% of their business.
Trigger: Tag Added ("realtor-partner") or added to Realtor Pipeline
Monthly sequence:
The difference between an LO who gets 2 referrals a month and one who gets 10 is almost always consistency of communication. This workflow guarantees that consistency.
This one is a goldmine when rates move. Instead of manually texting your database when rates drop, trigger a targeted campaign to past clients who could benefit.
Trigger: Manual (you trigger it when rates hit a meaningful threshold) or Tag Added ("rate-drop-campaign-q1")
Sequence:
Don't blast your entire database. Use custom fields (current rate, loan amount) to segment and send targeted messages. A client at 7.5% needs a different message than one at 6.25%. The more specific your outreach, the higher your response rate.
Simple, often overlooked, and surprisingly effective. A birthday text or loan anniversary message keeps you top of mind with past clients. These are the people most likely to refer you, and a personal touch goes a long way.
Trigger: Contact Date Field ("birthday" or "closing_date") matches current date (use HighLevel's date-based trigger)
Birthday:
Loan Anniversary (annual):
These small touches generate referrals months and years down the road. They cost you nothing to send and keep your name at the top of someone's mind right when they're feeling good.
| Workflow | Stage | Primary Channel | Frequency |
|---|---|---|---|
| Speed-to-Lead | New lead (first 7 days) | SMS + Email | Multiple daily |
| Long-Term Nurture | Not ready yet | Email + SMS | Every 2-3 weeks |
| Status Updates | Active loan | SMS + Email | Per milestone |
| Review Request | Post-close | SMS + Email | 3 touches over 2 weeks |
| Realtor Nurture | Ongoing | Email + SMS | Weekly |
| Rate Drop Alert | Past clients | SMS + Email | As needed |
| Birthday/Anniversary | Past clients | SMS | Annual |
Together, these seven workflows create a complete lifecycle. From the moment a lead enters your world to years after they've closed, they're being touched at the right time with the right message. Zero manual effort required after the initial setup.
Building all seven of these from scratch takes time. The logic is straightforward, but writing the copy, setting the timing, and handling edge cases (what if they reply? what if they opt out? what if they're in multiple workflows?) adds up fast.
The HL4 Pro Snapshot Library includes all seven of these workflows pre-built with mortgage-specific copy, proper wait times, and smart branching logic. Import, customize your name and company info, and you're running within a day.
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