Today's marketing beat is the jobs report. The BLS says payrolls rose 29,000 in September and unemployment ticked up to 4.2%, and rate headlines will follow your buyers into the weekend. That is a moment to be the person who calls first with their own number, and it sets up two more dated beats you can pre-write for now: CPI in the October 10–15 window and the FOMC meeting on October 27–28. Yesterday's brief built buyer content around how far rates spread between borrowers; today the move is narrower and more personal.
The rate context makes the pipeline the priority. Bankrate's 30-year is 7.47%, the top of its 90-day range (6.54% to 7.47%), so there is no refinance window to market and every buyer under contract is exposed to the next swing. On a $400K loan, a quarter point at today's level is about $68 a month in principal and interest. Bankrate also has the FHA 30-year at 7.20%, 27 bps under conventional — about $73 a month on $400K before mortgage insurance, which is the part of the comparison you have to show to make it honest.
The tactical move is a two-step sequence for active files. Send a short text this afternoon to every unlocked buyer with their payment at today's pricing and an offer to talk lock-or-float, then follow up Monday morning with whatever moved. For conventional purchase files that could also qualify for FHA, add a side-by-side that includes monthly MIP, so the borrower sees the full number rather than the rate gap alone.
run the active-purchase filter below, send each unlocked borrower their own payment at today's pricing by text, and book a call with anyone closing in the next 45 days.