Today's news pulse delivered something unusual — four separate AI marketing tools targeting agents and loan officers all launched in the same 24 hours. Huntington & Ellis rolled out Smart by h&e (Nevada compliance-trained AI for contracts and marketing), Roomvu expanded its AI marketing platform with automation updates, Benutech released predictive analytics specifically for agent and LO prospecting, and Jackie Coffey (real-estate-investor side) launched an ARV app. Read collectively, this is the inflection: AI for marketing is no longer experimental for our segment — it's table stakes. The LOs who stay manual on prospecting will lose deals to the LOs who let predictive analytics surface ready-to-move sellers and refinance candidates before they enter the market.
The 30Y closed at 6.47% — the 90-day high. The week added 7bps; the month is flat. That sounds bearish for marketing, but the picture is more interesting. Borrowers who closed at 7.25%+ in 2023 are still ~78bps in the money at today's rate, which on a $400K loan is roughly $200 a month in savings. Sub-7.25% borrowers from 2024 (the 6.75-7.24% band) are 30-50bps in the money — about $90-150 a month. The headline campaign writes itself for the 2023 group; the 2024 group is the cohort most LOs ignore but where the conversation is freshest because the rate move is more recent and feels less abstract.
This week's tactical play is segmented audience messaging — and it pairs perfectly with the AI tooling trend. Stop treating "refi candidates" as one bucket. Slice the database into (a) 2023-era 7%+ borrowers, (b) 2024-era 6.75-7.24% borrowers, (c) recent purchase fence-sitters who took quotes in February at 5.98-6.10%. Each cohort needs different copy. Cohort (a) is the savings story. Cohort (b) is the "you weren't supposed to win this round but you can" story. Cohort (c) is the "rates went where we said they'd go" story. AI tools make this 10x faster — Mailchimp's behavioral segmentation, HubSpot smart content, or a $20/month tool like Phrasee can draft cohort-specific subject lines from one input. The LOs who hand-write three emails this week beat the ones who blast one email three times.
Pull a list of every closed loan from January 2023 through June 2024 with an interest rate of 6.75% or higher, segment by closing year, draft TWO different subject lines (one per cohort, not one for both), and queue them for tomorrow morning's send.