Harbor Mortgage · 2025
Eleven thousand dead records, worth $610k
Before
- 900Records actively worked
- NoneBack-book campaigns run
- Referral onlyPrimary pipeline source
After
- 11,240Records segmented and worked
- $610kRevenue from first campaign
- 48 hrsBack-book mobilisation
The challenge
Harbor had originated loans for over a decade and had eleven thousand borrower records to show for it. None were being worked. The team lived entirely on realtor referrals, which meant their volume tracked somebody else business development rather than their own. The records sat in the loan origination system but had never been enriched with the fields that make reactivation possible: original rate, loan age, estimated current balance.
The approach
Enrichment before any outreach
A reactivation campaign against an unsegmented list is a spam complaint waiting to happen. We imported and enriched every record with original rate, origination date and estimated current position, then suppressed anyone who could not plausibly benefit from a conversation.
Rate thresholds rather than a calendar
Instead of a scheduled blast, the system watches a rate threshold and assembles the qualifying segment when the market actually moves. Relevance is the entire reason this works, and relevance here is a function of timing.
Messages written like a loan officer
Each message references the borrower situation, their approximate original rate and how long ago they closed. Short, specific, and plausible as something a human typed rather than a campaign that went to everybody.
Replies into a live pipeline with audit logging
Interested borrowers route to a loan officer immediately, with consent tracked per channel and every message logged against the record.
The outcome
The first campaign produced $610k in closed loan revenue inside a fortnight, from a database that had been untouched for four years. Harbor has since run the sequence twice more on rate movements and can now mobilise the full back-book in under forty-eight hours.
They reactivated a list we had written off completely. It paid for the entire year of work in the first fortnight and we have run it twice since.