Closing day is one of the best days in a loan officer’s relationship with a client. The borrower is grateful. You’ve solved a stressful problem together. They’d happily recommend you to anyone.
And then, for most loan officers, the relationship goes quiet.
Not because anyone stops caring. Because the next file is already waiting, and the one after that. Months pass. Then years. When that client is ready to refinance, buy a bigger home or pull equity for a renovation, they search online, click an ad, or take a call from whoever reached them first. Often, that isn’t you.
Homes AVM exists to close that gap.
The problem: closing is where most relationships end
Loan officers know their past clients are valuable. Every training and every coach says it. Your database is where repeat loans and referrals come from.
The hard part is staying in touch in a way that’s consistent, useful and doesn’t eat your week. Most of the usual options fall short on at least one of those.
What usually happens
- A holiday card once a year, if the list is up to date
- A “just checking in” email that’s easy to ignore
- A plan to call the whole database that never survives a busy month
- A generic newsletter about national market trends
Why generic newsletters get ignored
A newsletter about interest rate forecasts and national home prices isn’t about the person reading it. They can get the same news anywhere, for free, without your name on it. So it gets skimmed, archived or unsubscribed.
There’s a quieter cost, too. Each ignored email teaches the reader that messages from you aren’t worth opening. Over time, you’re in their inbox but not on their mind.
A better reason to reach out
Ask any homeowner what they’re curious about, and their own house is near the top of the list. What’s it worth now? How much equity have I built? Would today’s rates change anything for me?
Those are questions a loan officer is well placed to help answer. So we built Homes AVM around a simple idea: give every past client a personal report about their own home, and send it to them regularly, from you.
How we approached it
Make the report genuinely useful
Each client gets a private, mobile-friendly report: estimated value and range, how the value has moved over time, home facts, nearby recent sales, this week’s rates, their loan and a refinance payment comparison, or equity if they own the home outright. Values are automated estimates, not appraisals, and the report says so plainly.
Make it unmistakably yours
The report carries your logo, colors, headshot and NMLS. It comes in your name. When a client wants to talk, they can call, text, email or book a call with you in one tap. Replies come straight to you.
Take the work off your plate
This was the part we cared about most. Loan officers don’t have hours each month for list clean-up and campaign setup. So you upload whatever export you have, from any CRM or LOS, with no template. Our team organizes it and prepares the reports, typically within about four hours. Each month, our team reviews and sends your Home Digest emails on the day and time you choose.
Help you know who to call
Your dashboard shows real open, click, bounce and unsubscribe rates. Your CRM lets you filter for high-rate clients, high-equity clients and homes marked as listed. Instead of guessing, you can start the week with a short list of people worth calling.
Respect the homeowner
Every email has an unsubscribe link, and anyone who opts out is excluded from future sends. Reports include NMLS and Equal Housing disclosures. Each account’s data is kept separate. Staying in touch only works if it stays welcome.
Why monthly, and why done for you
We chose a monthly rhythm on purpose. It’s often enough that you stay familiar, and rare enough that each email still feels like news. Home values and rates usually move gradually; a report every week would mostly repeat itself.
We chose done-for-you for a similar reason. The best system is the one that keeps running in your busiest month. If staying in touch depends on you finding a free afternoon, it will stop the first time your pipeline fills up. So our team handles the preparation and the sending, and you handle the conversations that follow.
Getting found, too
Past clients are one half of the picture. The other half is the people who look you up, whether a referral checking you out or a homeowner searching for help. So Homes AVM Pro also includes a done-for-you website on your own domain, built to be found on Google and in AI search like ChatGPT.
What we’re not trying to be
We’re not trying to replace your CRM or bury you in features. Homes AVM is focused on one outcome: past clients who hear from you every month with something worth reading, and who call you first when they’re ready.
It’s one plan, Homes AVM Pro, at $25 a month, with a 5-day free trial. If you’ve ever looked at your closed-loan list and thought, “I should really be in touch with these people,” this is the system we built for that.
Thanks for reading. If you have questions, or want to tell me what you’d like us to build next, I’d like to hear from you.
Jack Lorpaso, Founder, Homes AVM