Database Reactivation Kit · Kristen Genovese

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How this kit fuels your week

This is your Thursday — Past Client engine (with a Wednesday — Buyer Strategy assist). Run it inside Power 2 Hours, 8–10 AM — phone only, no file work. Processing owns the files; you own the phone.

It powers your Daily 23 — 10 database · 5 agent · 5 lead follow-up · 3 referral. This kit drives your 10 database touches and your 3 referral asks (only on earned moments — relief, a milestone, or visible proof).

Do this first: five texts before anything else hits your calendar. Then work the list.

Build your first 100

Don't filter. Names first, sorting later. The goal is 100.

Past borrowersEveryone you've closed a loan for — at CMS or anywhere.

Didn't close (yet)People you pre-approved or started with who didn't finish.

Realtors & partnersAgents, title reps, CPAs, financial planners, insurance folks.

Family & close friendsThe people who'd be thrilled to send you business.

Past coworkers & your old fieldAnyone from jobs before this one.

Your everyday circleNeighbors, gym, church, kids' activities, your barber/mechanic.

Service pros you payYou're their customer — the relationship runs both ways.

Social connections you actually knowNot followers — real people you could text.

List template

Past Borrowers

People you've already closed. The warmest list you have — treat it like gold.

Fuels Thursday · Past Client · counts toward your Daily 23

Email 4-touch sequence

Email 1Touch 1 · check-in

Subject

Just thinking about you

Hi [First Name], No agenda here — I was just thinking about you and the house. How's it treating you? It's hard to believe how fast time goes after closing. If anything's come up that I can help with — questions about your loan, your insurance, taxes, anything — I'm only a text away. Hope you and the family are doing great. Kristen

Email 2Touch 2 · value

Subject

Your no-cost annual mortgage check-up

Hi [First Name], Once a year I like to offer the people I've worked with a quick, no-cost check-up on where their mortgage stands — equity, your goals, whether anything's worth a second look. There's nothing to sell here. Sometimes the answer is "you're in great shape, do nothing," and that's a perfectly good answer. Want me to take a look? Just reply and we'll set up 15 minutes. Kristen

Email 3Touch 3 · referral

Subject

Know anyone starting their home search?

Hi [First Name], Quick favor — and zero pressure. Most of my work comes from people I've already helped sending along a friend or family member. If anyone you know is thinking about buying, refinancing, or just has questions, I'd be honored to take great care of them like I did for you. Feel free to pass along my number — (201) 486-2244 — or send me theirs. Either way, thank you for thinking of me. Kristen

Email 4Touch 4 · stay-present

Subject

Still in your corner

Hi [First Name], Just a note to say I'm still here. Your loan officer doesn't expire when the loan closes — I'm your person for this stuff for the long haul. Anything mortgage-related ever comes up for you or someone you love, I'm one text away: (201) 486-2244. Take care, Kristen

Text 2 SMS variants

SMS 1TCPA · opt-out included

Hi [First Name], it's Kristen at CMS Mortgage — just thinking about you and the house! How's it treating you? Reply STOP to opt out.

SMS 2TCPA · opt-out included

Hi [First Name], Kristen here (your loan officer). I'm doing my yearly no-cost mortgage check-ins — want me to take a quick look at where yours stands? No pressure. Reply STOP to opt out.

Call warm call script

Open warm: "Hi [First Name], it's Kristen — no reason for the call except I was thinking about you. How's the house?"
Purpose: "I do a yearly check-in with folks I've worked with — just to make sure nothing's slipping and answer anything that's come up."
Value: offer the no-cost annual review (equity, insurance, goals). "Sometimes the answer is do nothing — that's fine."
Soft referral: "If anyone you know is ever thinking about a home, I'd love to help them the way I helped you."
Close: "Great talking to you — I'm always a text away."

Handle objections

"I'm all set, thanks."

"Love that — that's exactly what I want to hear. I'm not after anything. Just keep my number for whenever life changes, and feel free to pass it along."

"I'm not moving anytime soon."

"Totally fine — most of my check-in has nothing to do with moving. It's making sure your current loan still fits your life. Want a quick no-cost look?"

"Now's a rough time for rates."

"I hear you, and I'd never push you to do anything that doesn't make sense. Let's just keep in touch so when the timing's right for YOU, we're ready."

Didn't Close (Yet)

People who started and paused. No judgment, no pressure — just keep the door open.

Fuels Wednesday · Buyer Strategy · counts toward your Daily 23

Email 4-touch sequence

Email 1Touch 1 · reconnect

Subject

No pressure — just checking in

Hi [First Name], A while back we started talking about a home, and then life happened — which is completely normal. I'm not writing to push anything. I just wanted you to know the door's still open, and I'm still here whenever you want to pick it back up. No pressure, no judgment. How have you been? Kristen

Email 2Touch 2 · re-open

Subject

What's changed since we talked?

Hi [First Name], Sometimes the thing that was in the way last time isn't in the way anymore — a little more saved, credit that's grown, a new job, a different plan. If anything's shifted for you, it might be worth a fresh look. And if not, no worries at all. Want to catch up for 15 minutes and see where you stand today? Just reply. Kristen

Email 3Touch 3 · educate

Subject

When it actually makes sense to restart

Hi [First Name], A quick, honest note: the right time to restart a home search isn't about the market — it's about you. Your income, your savings, your plans. That's something we can actually figure out together, without any commitment. If you've ever wondered "am I closer than I was?", that's a 15-minute conversation. Whenever you're ready, I'm here. Kristen

Email 4Touch 4 · open-door

Subject

Whenever you're ready

Hi [First Name], Last note from me for now — I don't want to crowd your inbox. If buying a home is still somewhere on your list, even way down it, keep my number: (201) 486-2244. When you're ready to take another look, I'll be glad to help, exactly where we left off. Take care of yourself, Kristen

Text 2 SMS variants

SMS 1TCPA · opt-out included

Hi [First Name], it's Kristen at CMS Mortgage. No pressure at all — just checking in to say the door's still open whenever you want to look at a home again. Reply STOP to opt out.

SMS 2TCPA · opt-out included

Hi [First Name], Kristen here. Sometimes what was in the way before isn't anymore — happy to do a quick, no-cost "where do I stand now?" check whenever you like. Reply STOP to opt out.

Call warm call script

Open warm: "Hi [First Name], it's Kristen — we talked a while back about a home. No agenda, I just wanted to check in. How've you been?"
Acknowledge + no judgment: "Totally normal that the timing wasn't right. Happens all the time."
Re-open: "Sometimes things shift — savings, credit, a new job. Has anything changed for you since we talked?"
Offer: a no-cost 15-minute "where do I stand now" review. No commitment.
Close: "Either way, I'm glad we reconnected — I'm here when you're ready."

Handle objections

"I wasn't really ready last time."

"That's exactly why I'm glad you waited instead of forcing it. Let's just see where you are now — no commitment, no pressure."

"I think I'll use a different lender."

"No hard feelings at all. If you ever want a second set of eyes — especially as a broker I can shop more options — I'm happy to help. Either way I wish you the best."

"My credit wasn't where it needed to be."

"Credit moves more than people think. I can take a gentle look and tell you the one thing worth focusing on first — no pressure to do anything with it."

Partners & Sphere

Realtors, COIs, and the people who could send you business. Value-first, RESPA-clean.

Fuels Monday · Realtor Acquisition · counts toward your Daily 23

RESPA §8: Never offer, give, or accept anything of value in exchange for referrals. Co-marketing (shared ads, events, printed pieces) must be split at fair market value, documented, and reviewed before it runs.

Email 4-touch sequence

Email 1Touch 1 · reconnect

Subject

Let's reconnect

Hi [First Name], It's been a minute and I wanted to reach out — not with a pitch, just to reconnect. I'm heads-down helping families across Hampton Roads finance homes, and I always do my best work alongside good people. Would love to hear what you're working on these days. How are things on your end? Kristen

Email 2Touch 2 · value

Subject

How I make my partners look good

Hi [First Name], For the agents and partners I work with, the value is simple: their clients get a loan officer who communicates, who picks up the phone, and who protects the closing date like it's their own. I've been doing this since 2012, and I went deep on the compliance side specifically so files don't blow up at the last minute. Clean files, clear updates, on-time closings. If you ever have a client who'd benefit from that, I'd love to be a resource. Kristen

Email 3Touch 3 · invite

Subject

Coffee, on me?

Hi [First Name], Would you be up for a quick coffee or a 15-minute call in the next couple of weeks? No agenda beyond getting to know how you work and seeing if there's a natural way to support each other. I find the best partnerships start with an actual conversation, not a sales pitch. Let me know what your schedule looks like. Kristen

Email 4Touch 4 · top-of-mind

Subject

Here when you need a lending answer

Hi [First Name], Last note for now — just want to stay on your radar in a useful way. Anytime you or a client hits a lending question — a tricky scenario, a VA or self-employed buyer, a "can this even work?" — text me at (201) 486-2244. Happy to be your go-to for a straight answer, no strings. Talk soon, Kristen

Text 2 SMS variants

SMS 1TCPA · opt-out included

Hi [First Name], it's Kristen Genovese (loan officer, CMS Mortgage). Been a while — would love to reconnect and hear what you're working on. Open to a quick coffee? Reply STOP to opt out.

SMS 2TCPA · opt-out included

Hi [First Name], Kristen here. Anytime you've got a client with a tricky lending question — VA, self-employed, "can this work?" — I'm happy to be your go-to for a straight answer. Reply STOP to opt out.

Call warm call script

Open warm: "Hi [First Name], it's Kristen Genovese — wanted to reconnect, no pitch. How's business?"
Position value: communication, picks-up-the-phone, protects the closing date, clean compliant files since 2012.
Invite: coffee or a 15-minute call to learn how they work and find a natural fit.
RESPA-clean ask: "If it ever makes sense to send a client my way, I'll take great care of them" — never offer anything of value in exchange for referrals.
Close: "Either way, I'm a resource for any lending question — text me anytime."

Handle objections

"I already have a lender I use."

"Totally respect that — a good lending relationship is gold. I'm not asking you to drop anyone. Just keep me in mind as a backup or for the tricky files a retail lender can't do."

"I'm not really referring right now."

"No problem at all. I'd still love to be a resource when a client has a lending question — no expectation attached. Mind if I check back down the road?"

"What's in it for me?"

"Honestly? Your clients get taken care of and you look good — that's it. I can't and won't pay for referrals; that's against the rules (RESPA). What I offer is reliability your clients feel."

How often to touch them

Consistency beats intensity. Small, steady, warm.

Segment	Rhythm	Best channel
Past borrowers	A personal touch ~quarterly + an annual check-up call	Call > text > email
Didn't close	The 4-touch sequence, then a light check-in every ~90 days	Text > email
Partners & sphere	Reconnect now, then stay visible monthly (value, not asks)	Coffee > call > text
Everyone	Show up where they already are — your social posts do the passive touches	Social

SMS rule: only text people who've given consent, identify yourself, keep it personal (not blasts), and include opt-out ("Reply STOP"). No texts before 8am or after 9pm their time. (TCPA)