Marketing Playbook Walkthrough – Reverse Mortgage Education & Advisory
A real-world example of a marketing playbook in action using our Reverse Mortgage Education & Advisory workflow
Let me show you a real-world example of a marketing playbook in action using our Reverse Mortgage Education & Advisory workflow.
To access this, go to Playbooks on the left-hand side and select Reverse Mortgage Education Advisory.
The goal of this playbook isn’t to sell — it’s to educate, build trust, and guide clients through a complex financial decision over time.
This playbook automatically delivers a structured sequence of educational content and follow-ups to clients who may be exploring reverse mortgages. Instead of sending one email and hoping for a response, this creates a consistent, thoughtful communication journey.
Setting Up the Trigger
To get started, we begin with the trigger.
Navigate to:
- Settings
- Trigger Events
- Assign Tags
Make sure this is enabled, then select Add Tag.
From there, choose an existing tag or create a new one. For this example, we’ll use “Homeowner.”
Once a client is tagged with this same tag, the playbook will immediately begin.
How the Playbook Works
The first step is:
- An automated email follow-up
- A new blog post created for the client
This message explains why reverse mortgages are relevant right now and encourages the client to reach out before making any decisions.
It also includes a custom-created article that covers:
- What reverse mortgages are
- Who they’re for
- What to watch out for
Timing & Automation
Throughout the workflow, you can define timing between steps.
You can:
- Create new steps
- Set delays in minutes, hours, or days
For example, you might set a 10-day delay before the next step.
From there, the playbook continues automatically.
Each message is:
- Personalized
- Timed
- Triggered based on client activity
This allows you to deliver a high-touch experience without manual effort.
Activating the Playbook
When you’re ready, set the status to Active.
Once active, any client tagged with the assigned tag will automatically enter the playbook.
Final Thoughts
If you have any questions, feel free to reach out.
The goal of a marketing playbook is to keep things:
- Simple
- Relevant
- Valuable
And to guide clients toward informed decisions — without pressure.