Overview: The Fully Automated Borrower Journey
In Accountable CRM, your borrower progresses through four key pipeline stages:
Leads → TBD → Active → Funded
At each stage, automations trigger emails, updates, and communication touchpoints—ensuring a consistent, professional borrower experience without manual follow-up.
Step 1: Creating a New Lead (Leads Pipeline)
When adding a new borrower manually:
Required Fields:
Transaction Potential (required to create a lead)
Lead Purpose (recommended: purchase, refinance, equity, construction)
What Happens Next:
Once you click Save, the borrower is officially added to your Leads pipeline.
Automation Trigger:
Application Invite Email Sent Automatically
Example: “Start Your Application”
Link is dynamically pulled from your Mortgage Application Link in your profile
📌 This is the first automated touchpoint—no manual email needed.
Step 2: Application Started → Moves to TBD
Once the borrower begins their application (via your LOS integration):
What Happens:
Loan is created in your LOS
Status updates to Application Started
Borrower moves from Leads → TBD
Automation Trigger:
Application Received Email
Confirms submission
Sets expectations for next steps
All of this happens automatically through your LOS integration—no manual updates required.
Step 3: TBD Stage (Manual Stage Control)
The TBD pipeline is where manual input may be required, since most LOS systems do not track:
Pre-qualification
Pre-approval
Actively shopping
Example Action:
Loan officer sets TBD Stage = Pre-Approved
Automation Trigger:
Pre-Approval Email Sent
Optional Safety Feature:
Add a delay timer (5–60 minutes)
Prevents accidental sends
Allows time to correct mistakes
This is the only stage that may require manual updates.
Step 4: Active Pipeline (LOS-Driven Automation)
Once the borrower is under contract:
What Happens:
Status updates in LOS (e.g., In Processing)
Borrower moves from TBD → Active
Automation Triggers:
“You’re in Processing” Email
Optional “Meet the Team” Email (sent with delay)
From here on, everything is driven by LOS status updates.
Step 5: Milestone Automations (During Active Loan)
As the loan progresses, Accountable CRM automatically sends updates at each milestone:
Common Status Triggers:
In Processing
In Underwriting
Conditional Approval
Clear to Close
In Docs
Additional Event-Based Automations:
Appraisal Ordered
Appraisal Received
Each trigger can:
Send to borrower
Include co-borrower and team members
Be customized by loan purpose
Every major milestone is communicated automatically in real time.
Step 6: Funded (Final Stage)
Once the loan funds:
What Happens:
LOS updates to Funded
Borrower moves into Post-Close pipeline
Automation Trigger:
Final “Loan Funded” Email
Confirms completion
Reinforces relationship
Sets stage for future referrals
This is the final automation in the borrower journey.
Key Takeaways
🔁 Fully Automated Flow
Leads → TBD → Active → Funded
Minimal manual work required
⚙️ LOS Integration Handles:
Status updates
Pipeline movement
Triggering automations
Pro Tips for Maximum Impact
Use delay timers on sensitive emails (like Pre-Approval)
Layer automations (e.g., “In Processing” + “Meet the Team”)
Customize by loan purpose (purchase vs refinance vs construction)
Turn on only what your team will use consistently
By leveraging this automation structure, Accountable CRM becomes your daily operating system, ensuring every borrower receives the right message at the right time—without relying on manual follow-up.
If you have any further questions, feel free to reach out to our coach on call—our team is always ready to assist..
- Accountable Support