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PROFILE SETUP · Step 1 of 2
⚡
Quick Start — skip the 10-step walkthrough
Answer 5 questions. Get your Step 5 tactics, Step 6 calendar, and Step 8 social posts auto-generated in ~4 minutes. Refine anything later in the normal flow.
▸
Pick all that apply. Be specific — "SBA 7(a)" + "DSCR" beats "commercial loans".
SBA 7(a) Loans
SBA 504 / CRE
Business Term Loans
Lines of Credit
DSCR / Investor Loans
Fix & Flip / Bridge
Equipment Financing
Working Capital / Inventory
Multifamily / Commercial Mortgages
Business Acquisition
City or metro area — e.g., "Atlanta GA" or "Dallas-Fort Worth metro".
Pick the one you close the most of.
SBA business owner (restaurant, franchise, services)
Real estate investor (rental, DSCR, flip)
Business acquirer (SBA 7(a) acquisition)
Commercial real estate developer
Mixed — no single primary
Under $500K
$500K to $2M
$2M to $10M
$10M+
Pick the one bringing you the most deals right now.
CPA / Accountant referrals
Attorney referrals
RE agent referrals
Past client referrals
Bank overflow (banker referrals)
Inbound / organic search
LinkedIn or social inbound
Chamber / networking events
Tip for new brokers Think of this like your "brokerage business card" for the AI. The more specific you are here — especially about what banks won't approve but you will — the sharper every downstream generation gets. Example: "SBA Preferred" + "DSCR investor loans" beats "commercial loans" because the AI can then write content that speaks to the exact borrower psychology for those products.
🏢

Tell Us About Your Brokerage

This is the foundation everything else builds on. The AI uses this to write LinkedIn posts in your voice, pitch scripts for your exact referral partners, email campaigns for your specific borrowers, and materials that speak to the deals you actually close. The more specific you are — especially about what banks won't approve that you will — the sharper every output gets.

📍 Broker Mode US Lending Broker
Switch to Canadian mode if you help Canadians buy US real estate. Loan types, borrower categories, and referral channels update automatically. All other steps work exactly the same.
🇺🇸 US
🍁 CA
Brokerage Information
Loan Products & Specialization
🏛️ SBA
📄 Business Term Loans
💳 Working Capital / Line of Credit
🔄 Accounts Receivable Financing
⚡ Merchant Cash Advance
🔃 Debt Restructuring
🏢 Business Acquisition Loans
🔑 Franchise Financing
⚙️ Equipment Financing
🔧 Equipment Leasing
🏪 Commercial Real Estate (CRE)
🏘️ Multifamily / Apartment Loans
🔨 Fix & Flip Loans
📈 DSCR / Investment Property Loans
🏖️ Short-Term Rental (STR) Loans
🌉 Bridge Financing
🏗️ Construction Loans
🏘️ Build-to-Rent (BTR) Loans
💰 Hard Money Loans
🏘️ Rental Portfolio Loans
💵 Cash-out Refinance
⛪ Church / Faith-Based Financing
🏥 Medical Practice Loans
🛒 Small Business Owners
🏭 Established Businesses (3+ yrs)
🚀 Startups & New Businesses
🔑 Franchisees
🏥 Medical & Healthcare Practices
🍽️ Restaurants & Hospitality
🏢 Business Acquirers & Buyers
🏘️ Residential RE Investors
🏗️ Commercial RE Investors
🔨 Fix & Flip Investors
🌾 Landlords & Buy-Hold Investors
🏖️ Short-Term Rental Hosts (Airbnb / VRBO)
🏚️ Property Developers & Builders
🏘️ Build-to-Rent Developers / Investors
🏠 Homebuyers & Homeowners
⛪ Nonprofits & Religious Organizations
🌎 International & Foreign National Borrowers
🚫 Bank-Rejected / Credit-Challenged Borrowers
Specialization & Who You Say Yes To
Your biggest differentiator is approving deals banks won't touch. These two fields define your edge — they become the headline of every piece of content and every referral partner conversation.
🍽️ Restaurants & Hospitality
🏥 Medical & Dental Practices
🏗️ Construction & Contractors
🏘️ Build-to-Rent (BTR) Development
🏪 Retail & Franchise
🏢 Commercial Real Estate
🏠 Residential Real Estate Investors
🏖️ Short-Term Rental / Vacation Rentals
⚙️ Manufacturing & Distribution
🚚 Transportation & Logistics
💻 Technology & Startups
🌿 Cannabis & Regulated Industries
🎓 Professional Services
🛠️ Home Services & Trades
⚕️ Healthcare & Senior Care
📦 E-Commerce & Amazon Sellers
🏛️ Nonprofit & Social Enterprise
🌍 All Industries / Generalist
🚀 Startups under 2 years
💳 Credit challenges (600–680 score)
🏗️ No collateral / asset-light businesses
⚡ Need to close in under 2 weeks
🌿 Restricted industries (cannabis, etc.)
📉 Recent cash flow dip or loss year
📊 DSCR too tight at proposed deal (cash flow under 1.25×)
🏠 Real estate investors (DSCR / no-doc)
🏖️ Short-term rental income (banks won't count Airbnb / VRBO)
🏘️ Build-to-rent / ground-up construction (banks rarely fund for individual investors)
🌎 Foreign nationals / non-US citizens
This is for relationship-based channels (referrals, past clients, etc.). Social platforms are always in scope automatically — you can override per-post in Step 8.
👥 CPA / Accountant Referrals
🏛️ Attorney Referrals
🏠 Real Estate Agent Referrals
🤝 Past Client Referrals
🏦 Bank Overflow (banker referrals)
🏢 Networking / Chamber of Commerce
🔍 Organic Search / Inbound Web
⭐ Reviews / Reputation (Google, Yelp, BBB)
📧 Email Marketing
📣 Paid Advertising
🌐 Other / Not Sure Yet
Typical Deal Profile
These fields define your sweet spot — the deals you close best and the advantage you offer over a bank or another broker. They become the foundation of every piece of AI-generated content.
Under $100K
$100K – $500K
$500K – $2.5M
$2.5M – $10M
$10M+
All sizes
Same day
1–7 days
1–2 weeks
2–4 weeks
1–2 months
3–6 months
6+ months
Finding qualified borrowers
Building a referral network
Standing out from competitors
Educating borrowers on loan options
Consistent content & follow-up
Converting leads to applications
Growing into new markets
Competing with direct lenders / fintechs
Your Story & Competitive Edge
✦ This is what makes your content sound like you, not a template
Answer these three questions and every AI output — LinkedIn posts, email campaigns, referral pitches, deal spotlights — will carry your authentic voice and positioning:
Three questions to answer in the box below:
1. Why did you start this brokerage? (Your personal story — what makes borrowers trust you over a bank or another broker.)
2. What deals do you close that banks won't? (The specific credit situations, industries, or deal types where you win. This is your real differentiator.)
3. What do your best clients say after closing? (The outcome language — what changed for them. This becomes your social proof and conversion copy.)
Example of a strong answer:
"We started Capital Bridge Funding after running and selling multiple businesses ourselves — so we understand what it's like to need capital and not know where to start. We specialize in deals that banks decline: businesses under 2 years old, borrowers with credit challenges, and SBA deals that need a faster close than most lenders offer. Our SBA preferred status means we close 7(a) deals in 3–4 weeks instead of 90 days. We've funded over 200 transactions and our best clients say 'I wish I found you before I wasted 6 months at the bank.' Most of our referrals come from CPAs and commercial RE agents in Charlotte and Raleigh who know we'll close deals they send us."
PROFILE SETUP · Step 2 of 2
🎯

Your Territory & Borrower Profiles

Define where you work and who you're selling to. Your markets and borrower profiles feed every downstream step — LinkedIn posts, email campaigns, referral pitches, and content calendars all speak directly to the right person in the right place. The more specific you are here, the sharper every output gets.

📍 Your Territory
Select the states you're licensed in, then enter your primary and secondary markets. This drives the demographic research, ESRI Tapestry profiling, and borrower personas that power every step that follows.
Geographic Target Markets
📍 Geographic Targeting
The zip codes, cities, and states you enter define the markets your content targets. Every LinkedIn post, email, and referral pitch will reference your specific local market — business density, loan demand, and economic conditions — making your content feel hyper-local and relevant to your borrowers.
AL
AK
AZ
AR
CA
CO
CT
DE
FL
GA
HI
ID
IL
IN
IA
KS
KY
LA
ME
MD
MA
MI
MN
MS
MO
MT
NE
NV
NH
NJ
NM
NY
NC
ND
OH
OK
OR
PA
RI
SC
SD
TN
TX
UT
VT
VA
WA
WV
WI
WY
DC
Tip for new brokers Your primary borrower is the one who brings you 60%+ of your deal volume. Be specific about who they are — age, financial sophistication, how they find lending — because the AI will write content that speaks directly to that person's daily frustrations. A generic "commercial borrower" generates generic content. "Restaurant owner, age 40–55, rejected by bank, needs $250K in under 21 days" generates specific, high-converting content.
🎯 Direct
🤝 Referral
🔄 Both
Useful to add: a specific industry or niche you're targeting (e.g. "mostly restaurant owners and contractors") · a deal situation you see often (e.g. "most clients were rejected for low DSCR or less than 2 years in business") · a geographic nuance (e.g. "suburban Charlotte, lots of immigrant-owned businesses") · a primary referral source (e.g. "most referrals come from commercial RE agents") · or what you want to test ("I want to expand into medical practice loans")
How these profiles are used
Once the agent builds your profiles, they automatically feed into: Step 3 brand themes · Step 4 monthly campaigns · Step 5 referral partner tactics · Step 6 content calendar triggers · Step 8 social posts · Step 9 email sequences and outreach materials. The agent's exact quotes and trigger moments become your ad hooks, your email subject lines, and your referral pitch scripts.
Runs 7 phases of live research (3–4 minutes). Run once — personas save to your plan and feed every downstream step. Re-run only if you change loan products, territories, or borrower types in Step 1.
🎯

Choose Your Annual Marketing Strategy

One unifying message that ties every loan products launch, content, promotion, and community touchpoint together all year. This is what your brokerage becomes known for — and what keeps guests coming back.

How it works: Click Generate Theme Ideas to get 5 AI-suggested themes — then click any theme card to select it. Not feeling any of them? Hit the button again for a fresh set. Your previous themes are always one click away.
Tip for new brokers The annual theme is your "one-sentence identity" that every piece of content for the whole year will echo. Pick something that's both true about you and memorable. Examples that work: "Funded Here, Rooted Here" (local community angle), "Speed When Banks Can't" (fast-close positioning), "The Second-Look Broker" (bank-rejection specialist). Avoid vague themes like "Excellence in Lending" — they can't anchor specific content.

Click a theme above to auto-fill, or write your own that feels right for your brand.

📅

12 Monthly Campaign Themes

Build out month-by-month campaign themes that align with your annual marketing strategy, seasonal loan demand, local events, referral partner outreach, and campaign pushes throughout the year.

🔁

Growth Tactics

Five proven, repeatable growth tactics that build predictable monthly revenue and compound week after week — borrowed pipeline, LinkedIn presence, rate alerts, referral outreach, and CPA partnerships.

The 90-day rule: Run each tactic consistently for 90 days before judging results. Most brokers quit at 30 days — that's exactly when momentum starts building. LinkedIn content, rate alerts, and outreach campaigns compound over time. If a tactic isn't producing conversations by day 60, prepare your replacement and launch at day 75.
🗓️

Monthly Content & Outreach Calendar

Generate a day-by-day action calendar for each month — LinkedIn posts, email sends, referral partner outreach, rate announcements, and client follow-up, all built around your monthly campaign theme and borrower profiles.

✦ We recommend planning one quarter at a time
Start with the next 3 months — generate your calendars, run through ops timelines, social posts, and materials, then come back and add the next quarter. Most lenders find 90 days is the right planning horizon. You can always add more months anytime.
👥

Pipeline & Business Dev Timeline

A week-by-week ops calendar for each month you've planned — covering brokerage staffing, loan release prep, referral partner check-ins, content execution, social posting schedules, and guest follow-up.

📱

Social Media Content

Generate a month-by-month social content calendar — 18–22 posts per month tied to your content calendar, with captions, hashtags, Google Reviews tips, and visual briefs. Runs in the background using Haiku so you can continue to Step 9 while it finishes.

Leave blank to use every platform. Pick a subset to focus this month. Unchecked platforms still get outlier coverage — nothing is fully eliminated.
LinkedIn
Facebook
Facebook Groups
Instagram
Instagram Reels
YouTube
YouTube Shorts
TikTok
X / Twitter
Threads
Reddit
BiggerPockets
Google Business
Google Reviews
Email
Trusted Expert & Advisor
Direct & No-Nonsense
Empathetic & Borrower-First
Data-Driven & Analytical
Conversational & Accessible
Community-Rooted & Local
Rate Updates & Market Commentary
Bank Rejection & Alternative Lending
Deal Stories & Case Studies
SBA & Loan Product Education
Referral Partner Outreach
DSCR & Real Estate Investor Content
Borrower Tips & Loan Readiness
Local Market & Territory Focus
Complete Step 6 first to select months.
✉️

Email & Outreach Materials

Generate bulk campaign collateral ready to drop straight into your templates: email newsletters with Canva specs, direct mail postcards, referral partner one-sheets, lead magnets, rate alert cards, and print-ready flyers — exported as a formatted Word document or Google Doc.

Use Step 9 for: print and template collateral, Canva-ready campaigns, and bulk email copy for the whole month — formatted for Mailchimp, Canva, and DOCX export. Use the Content Studio for: per-post follow-up sequences, call scripts, and LinkedIn articles tied to a specific post you published that day.

Core Outreach
📧 Email Newsletter / Blast
📧 Email Welcome Sequence
💌 Email Drip — New Lead Nurture (6 emails)
📮 Postcard / Direct Mailer
📄 Content Flyer
Referral Partner Toolkit
📋 Referral Partner One-Sheet
🤝 Referral Partner Network / Loyalty Program Script
🗣️ Referral Partner Pitch Script
✉️ Cold Outreach / Introduction Letter
Client Retention & Reviews
📦 Client Thank-You Insert
⭐ Google / Yelp Review Request
📞 Post-Meeting Follow-Up Sequence
🎁 Birthday / Anniversary Offer
🔁 Past Client Reactivation Campaign
Lead Generation
🎟️ Free Consultation Card
✅ Lead Magnet — Get Bank-Ready Checklist
🏘️ Neighborhood Social Post
Rate & Product Campaigns
📣 New Loan Product / Rate Announcement
🔔 Loan Product Spotlight
🛒 Rate Alert Card
Annual & Seasonal
🎄 Holiday Card / Year-End Letter
🌟 VIP / Referral Partner Network Appreciation
📊

Your Marketing Plan is Ready

Export everything, track your key metrics, and work the plan. Consistency compounds — the brokers who build strong referral networks and steady pipelines show up in their markets every single month.

Key Metrics to Track Monthly

Pipeline
New leads per month
Applications submitted
Pipeline value ($) in progress
Closed Volume
Deals closed per month
Total loan volume ($)
Average deal size
Referral Network
Active referral partners
Deals sourced from referrals (%)
New partners added per quarter
Brand & Content
LinkedIn followers & post reach
Email open rate & click-through
Google Business reviews & views

Your Weekly System — Put It on Autopilot

This is what consistent brokers do every week. Block 90 minutes on Monday and you'll have a steady pipeline by month 3.

Every Monday
📊 Check Market Pulse — did rates move?
✍️ Write this week's LinkedIn post (rate commentary or deal spotlight)
📧 Send one referral partner check-in (rotate CPA → attorney → RE agent)
First of Every Month
📰 Send your monthly rate newsletter to your database
🗓️ Review your calendar — what's the focus this month?
📋 Update your Google Business Profile with rate data
Every Time You Close
📦 Send the post-close thank-you package
⭐ Request a Google Review (within 48 hours)
🔁 Schedule the 90-day and 12-month follow-ups in your CRM
💼 Ask for 3 referrals by name
When Rates Move
📡 Run "Generate Rate Alert Campaign" in Step 6
📲 Send rate alert SMS to active leads
📧 Email rate alert to full database
💼 Text your top 10 referral partners
Tools to pair with this plan: Buffer or Later (LinkedIn scheduling) · Mailchimp or ConvertKit (email sequences) · HubSpot free (CRM for follow-up) · Google Business Profile (weekly posts)

Channel Performance — Your Goalposts

Check these every 30 days. Green = working, keep going. Yellow = needs adjustment. Red = wrong channel or wrong message — cut or pivot at day 60.
Data: Email 261% ROI | SEO 748% ROI | Referrals 2-4x conversion vs cold | LinkedIn 277% more effective than Facebook for B2B leads

Channel ✅ Working ⚠ Needs Work ❌ Cut or Pivot When to Cut
LinkedIn Posts 500+ impressions/post
1+ inbound DM/week
2%+ engagement rate		 200-500 impressions
Likes but no DMs
No referrals clicking		 <200 impressions
Zero DMs after 60 days
No profile views		 After 90 days with no inbound DM or profile view spike — wrong audience or wrong content angle. Try direct outreach instead.
Email Newsletter Open rate >25%
Click rate >3%
1+ reply/send		 Open rate 15-25%
Low clicks
Growing unsubscribes		 Open rate <15%
High unsubscribes
Zero replies ever		 If open rate is <15% after 3 sends — subject lines wrong or list unqualified. Segment by borrower type and re-test with niche-specific subject lines.
Referral Partners 1+ deal/qtr per partner
3+ active sources
Referrals convert 2-4x cold		 Partners respond
but don't send
1-2 deals total/qtr		 Zero deals in 90 days
Partners ghost
after introduction		 If a CPA hasn't sent a deal after 3 meetings — wrong type of CPA (they don't have business owner clients) or wrong value prop. Find one who does business tax returns, not personal.
Google Business 500+ views/mo
2+ calls/week
4.8+ star rating		 200-500 views
Occasional calls
Few reviews		 <200 views/mo
No inbound calls
Under 10 reviews		 GBP only works with reviews. If you have <10 reviews, nothing else matters — get post-close review requests out first before optimizing anything else.
Rate Alert Emails Open rate >40%
2+ replies per send
1+ consultation booked		 Opens but no replies
List not segmented
Timing off		 Open rate <20%
Zero replies
Unsubscribes spike		 Rate alerts only work if borrowers trust you already. If you're getting low opens, build the relationship with 2-3 newsletter sends first before triggering rate alerts.
Past Client Outreach 12% reply rate
1-2 deals/yr per 100 clients
Referrals compound		 Some replies
No referrals yet
Low response to asks		 Zero replies from database
List is cold/stale
No close dates logged		 If your past client list isn't responding, the relationship was purely transactional. Start with a no-ask "check-in" before any referral request. Give first.
The 60-Day Rule: If a channel produces zero conversations after 60 days of consistent execution — not zero deals, zero conversations — it's either the wrong channel for your borrower type, the wrong message, or the wrong frequency. Don't add more channels. Fix the one that's broken first.
Double Down Signal: When a referral partner sends 2+ deals in a quarter, or a LinkedIn post gets 10+ DM replies, or your email open rate hits 35%+ — that's the signal. Do more of exactly that, not a variation of it. Replicate the format, the timing, and the audience segment that worked.

Pipeline Numbers — Track Monthly

Pipeline
Active applications submitted
Deals in underwriting
Deals in closing
Total pipeline value ($)
Deals
Deals closed this month
Average deal size
Close rate (apps ÷ closings)
Revenue per closed deal
Lead Sources
Leads by channel (LinkedIn / email / referral / Google)
Referral partners active (sent 1+ deal this qtr)
Cost per acquired client by channel
📝
Download as Word Doc
Full plan as a .docx — open in Word or upload to Google Drive
🔗
Google Docs (HTML)
Downloads a formatted HTML file — upload to Google Drive → Open with Google Docs
📋
Copy to Clipboard
Paste into Notion, Slack, or any editor
📝
Social Posts — Word Doc
All captions as a formatted .docx
📱
Social Posts — Google Docs
Open formatted page → copy into Google Doc
📅
Calendar Export (.ics + CSV)
Downloads both .ics for Apple/Outlook and a CSV for Google Calendar — one click adds all contents
🗓️
Sync All to Calendar
One combined .ics with every content calendar, ops timeline, and social post schedule — import once into any calendar app
You've built a year of marketing, one month at a time.
Now work the plan. Show up every month. Be useful to the people who send you deals. When a borrower in your market gets told no, they'll know exactly who to call.
📅 Ready to plan the next quarter?
You've finished your first 90 days — great work. Go back to Step 6, select the next 3 months, and run through the whole plan again. All your brokerage info, borrower profiles, annual theme, and tactics carry forward automatically. You're just adding the next chapter.
💾 Save & Restore This Plan
Save your entire plan — every calendar, ops timeline, social post, and material — as a single .json file to any folder on any device. Load it back at any time to pick up exactly where you left off.