Borrower Email Stack · Kristen Genovese

How this stack fuels your week

These automate your Tuesday — Transaction communication and your 5-minute first touch on every new lead. Running in GoHighLevel, they keep your pipeline warm so the live calls you make during Power 2 Hours actually land.

In the Daily 23 (10 database · 5 agent · 5 lead follow-up · 3 referral), this stack powers your 5 daily lead-follow-up touches: the welcome catches new hand-raises, the nurture holds the "not yet" crowd, and the pre-approval→close track is your Tuesday pipeline rhythm.

Set it once: load each sequence into a workflow and let it run — then spend your mornings on the phone, not the keyboard.

How to use this stack

These live in GoHighLevel. Drop each sequence into a workflow, set the cadence shown on each email, and let it run. Personalize the [First Name] merge tag and any "reply KEYWORD" prompts to your setup.

Borrower rule: never push. Every CTA is "reply when it's helpful" or "text me when you're ready" — never urgency. Get consent before adding anyone, and keep the unsubscribe line in the footer.

Tap Copy full email on any card — it copies the subject, body, and your compliant signature, ready to paste.

New-Lead Welcome

5 emails · the first two weeks after someone reaches out or grabs a guide

Email 1Day 0

Subject line

Here's your guide — and here's me

Hi [First Name], Your guide is in your hands — open it whenever you've got five quiet minutes. Quick intro: I'm Kristen Genovese, a loan officer with CMS Mortgage Solutions here in Hampton Roads. I've been doing this since 2012, and I learned it from the ground up — including the compliance side most people never see. That's the whole point: I know where the surprises hide, so you don't get any. Buying a home can feel overwhelming at first. That's normal. My job is to make it make sense, one step at a time. If a question comes up while you read — or you just want to talk through your situation — reply here or text me at (201) 486-2244. No pressure, ever. Here for you, Kristen

Email 2Day 2

Subject line

The real question isn't "how much can I get"

Hi [First Name], The question most people lead with is "how much can I get approved for?" The better question is: how much would feel comfortable? A good guideline is keeping your housing payment to a comfortable share of your income — well under the maximum a lender might allow. But honestly, even that doesn't know your life — your savings goals, your kids, the cushion that lets you sleep at night. My job isn't to find the biggest number. It's to help you find the right one for you. When you want to talk through your real number, just reply or text me. Kristen

Email 3Day 5

Subject line

Worried your credit isn't "good enough"?

Hi [First Name], A lot of people put off buying because they're sure their credit isn't ready. Here's the truth: most people are closer than they think. And a few things you might not know — • I can review your credit gently to start the conversation (no surprises). • If something needs work, I'll tell you exactly what and roughly how long it takes. • "Not yet" is a real answer too — and I'll give you the plan to get there. No judgment, ever. Just a clear picture of where you stand. Want that picture? Reply "CREDIT" and we'll set it up. Kristen

Email 4Day 9

Subject line

Want a clear picture of where you stand?

Hi [First Name], You've had the guide for a bit now. If you're curious where you'd actually stand, here's the easiest next step: A free 15-minute conversation. Here's what happens — 1. We talk through your situation — income, savings, goals. 2. I review what's possible and what to prepare next. 3. You leave with a clear, honest next step — even if that step is "wait a few months." No cost. No obligation. No pressure. Text or call me at (201) 486-2244 when you're ready. Kristen

Email 5Day 14

Subject line

Still thinking about a home?

Hi [First Name], Just checking in. Two weeks ago you grabbed one of my guides. If you've started moving — wonderful. If you're still thinking it over — that's completely okay. This is a big decision and there's no rush. A few ways I can help, whenever you're ready: → Want to talk numbers? Text or call (201) 486-2244. → Have a question? Just reply. → Now's not the time? No problem — I'll check back in a few months. Either way, I'm here when you need me. Kristen

"Not Ready Yet" Nurture

6 emails · for buyers who need time — credit, savings, or timing

Email 6Day 0

Subject line

"Not yet" is a plan, not a no

Hi [First Name], If buying right now would stretch you too thin, I'd rather tell you the truth than rush you into it. That's not me losing your business — that's me doing my job. So let's treat "not yet" as what it really is: a plan. Over the next few weeks I'll send you a handful of short, no-pressure notes — credit, saving, the programs you might fit, and the documents to start gathering. Small steps that make future-you fast and ready. Read them when you can. Reply anytime. We're building toward your keys, together. Kristen

Email 7Day 7

Subject line

3 things that move your credit (and 2 myths)

Hi [First Name], Credit feels mysterious. It isn't. Three things do most of the work: 1. Pay every bill on time — this matters most. 2. Keep your card balances low relative to their limits. 3. Don't close your oldest accounts — age helps you. And two myths to let go of: • "Checking my score will hurt it." Checking your own doesn't. • "I need zero debt to buy." You don't — managed debt is normal. Want me to take a gentle look and tell you the one thing worth focusing on first? Reply "CREDIT." Kristen

Email 8Day 14⚖ Program eligibility varies

Subject line

You may need less down than you think

Hi [First Name], The biggest myth in buying is that you need a giant pile of cash. For a lot of buyers, that's just not true. A few things worth knowing: • Eligible military buyers may have a no-down-payment option through the VA loan. • FHA and other programs are built around lower down payments. • Family can often help — "gift funds" are allowed, with the right paperwork. • Virginia has assistance programs some buyers qualify for and never hear about. Which of these fits you? That's exactly what I help figure out. Reply and let's look. Kristen

Email 9Day 21⚖ Subject to review

Subject line

Whatever feels "complicated" — let's name it

Hi [First Name], A lot of people assume their situation is too complicated to buy. Usually it's just unfamiliar, not impossible. • Served in the military? The VA benefit you earned is one of the strongest out there. • Self-employed? Your tax write-offs can work against you on paper — but there are paths built for business owners. • Heard "no" before? As a broker I can look at it differently, and CMS will work on files a lot of lenders turn away. Tell me the thing you're worried about. Odds are I've seen it before — and there's a path. Kristen

Email 10Day 28

Subject line

4 things to gather now (so future-you is fast)

Hi [First Name], When you're ready to move, the people who move fastest are the ones who prepped early. Four things to start setting aside now: ☐ Recent pay stubs (last 30 days) ☐ Tax returns / W-2s (last 2 years) ☐ Recent bank statements ☐ A simple list of your monthly debts That's it. Drop them in a folder on your phone and you'll be weeks ahead when the time comes. Questions on any of these? Just reply. Kristen

Email 11Day 40

Subject line

Where are you at?

Hi [First Name], Quick check-in — no agenda. If you're feeling more ready, let's talk: text or call (201) 486-2244. If you need more time, that's okay — I'll keep showing up with useful stuff, not pressure. Either way, just hit reply and tell me where you're at. I read every one. Here for you, Kristen

Pre-Approval → Close

milestone-triggered · once a borrower is moving, keep them informed and surprise-free

Email 12At pre-approval⚖ Pre-approval is not a commitment to lend

Subject line

You're pre-approved — here's what it means (and what it doesn't)

Hi [First Name], Good news — your pre-approval is ready. Here's the honest version of what that means: It's a strong starting point that tells sellers you're serious and gives you a clear range to shop in. It is not a final loan or a guarantee — the final loan depends on the home and a full review. No surprises: I'll tell you the moment anything needs attention. One important thing while you shop — keep your file steady: • Don't open new credit or finance a car. • Don't change jobs without a heads-up. • Don't make large, unexplained deposits. When in doubt, text me first. That's literally what I'm here for. Kristen

Email 13Under contract

Subject line

Under contract! Here's exactly what happens now

Hi [First Name], Congratulations — you're under contract! Here's the path from here, so nothing feels like a mystery: 1. Appraisal — we confirm the home's value. 2. Underwriting — the file gets its full review. 3. Conditions — we may need a few more documents (fast replies = fast closing). 4. Clear to close — the green light. My job: keep you posted at every step and protect your closing date like it's my own. Your job: reply quickly when I ask for something. That's the whole game. Onward, Kristen

Email 14Mid-process

Subject line

5 things NOT to do before we close

Hi [First Name], We're moving — so here's how people accidentally trip themselves up right before the finish line. Until we close, please don't: 1. Open new credit cards. 2. Finance or lease a car. 3. Make large deposits you can't document. 4. Change or quit your job without telling me. 5. Max out your existing cards. Any of these can shake your file at the worst possible moment. The fix is simple: when in doubt, text me before you do it. Almost there, Kristen

Email 15Clear to close⚖ Wire fraud is real — always call to confirm

Subject line

Cleared to close — your final checklist

Hi [First Name], We're cleared to close — the best email I get to send. A few final things: ☐ Final walkthrough of the home. ☐ Bring a valid photo ID. ☐ Confirm your closing funds — and here's the big one: CALL a known, verified number to confirm any wiring instructions before you send a dime. I will never change wire instructions by email. Wire fraud is real, and a 2-minute call protects everything. At signing you'll sign your paperwork, and then — keys. So proud of you. See you at the finish line. Kristen

Email 16After closing

Subject line

Welcome home — and a standing offer

Hi [First Name], You did it. Welcome home. 🎉 Here's the part a lot of people don't expect: I don't disappear after closing. I'm your loan officer for the long haul. • Questions about your loan, taxes, or insurance down the road? Just ask. • Wondering someday if a refinance makes sense? I'll run the honest numbers — and tell you if it doesn't. • Know someone else dreaming about a home? I'd be honored to help them like I helped you. And if I earned it, a quick review means the world to a local loan officer. Here for you — today and years from now, Kristen

Before you send

Before any of these go out

✅ Consent first. Only email people who opted in (downloaded a guide, asked to hear from you, or are existing clients). Keep the unsubscribe line — it's in every signature.

⚖ Reg Z-safe. These intentionally avoid rates, APRs, payments, and "you're approved/guaranteed." If you ever add a number or credit term, it needs compliance review and the right disclosures first.

🤝 Stay you. Tweak a line so it sounds like how you actually talk — then it lands.