CityOS Playbook: Direct to Consumer (D2C)
Convert more online leads. Build more Realtor partnerships. Fund more loans.
What This Playbook Solves
The Problem
Most online leads go cold because they aren't followed up on fast enough or followed up on at all.
The Solution
The CityOS D2C Playbook gives you a system to:
- Instantly engage every lead with automation + human outreach
- Offer real value with clarity and speed
- Route buyer leads to Realtor partners
- Retarget and recycle every opportunity
WHO: Where Your D2C Leads Come From
MRC (Mortgage Research Center)
FHA, Conventional and USDA purchase-intent leads sent daily
RebelIQ Funnels
Branded, high-converting landing pages
Radiant Chat Ad Manager
Google, Facebook, and Instagram ads
Verse.ai
Call center to qualify and set appointments for you
HomeIQ
Equity alerts, cash-out triggers, refi-ready leads
Total Expert
Alerts for MI drop, credit inquiry, refinance benefit
Other Sources
Open house sign-ins and online form fills
How to Organize & Prioritize
D2C – New
Fresh leads requiring immediate follow-up
Verse Engaged
Leads currently in conversation with Verse.ai
Realtor Needed
Buyers without agent representation
High Equity
Homeowners with significant equity position
Refi Ready
Candidates for beneficial refinancing
Cold – Nurture
Leads requiring long-term follow-up
MRC – VA Lead
Veterans seeking VA loan options
Tag every lead in Radiant Chat for tracking and automation
WHAT: What You Say and Offer to Win Their Trust
"Let's build a mortgage strategy that fits your life. We'll show you smart loan options, explain everything clearly, and help you move forward on your terms."
"At City First Mortgage we have the best of what's available in the marketplace. We will absolutely match the best products for your situation."
These core messages establish trust and position you as a helpful advisor rather than just a transaction processor.
Value-Driven Offers
Same-day pre-approval
Quick turnaround to help buyers act fast in competitive markets
Free refinance savings analysis
Detailed breakdown of potential savings through refinancing
Equity access consultation
Options for leveraging home equity for major expenses
Down payment assistance check
Verification of eligibility for local and national DPA programs
Realtor match
Connection to trusted local agents for unrepresented buyers
Realtor Match Strategy
Ask the question
"Would you like me to introduce you to a trusted local Realtor so you can start touring homes?"
Build Realtor goodwill
Create lasting professional relationships
Establish referral reciprocity
Create a two-way referral pipeline
Keep the lead in your system
Maintain connection throughout the process
HOW: Weekly Execution Plan
Tools to Power Your D2C Funnel
🔹 MRC (Mortgage Research Center)
Daily lead feed of active buyer prospects
Great source for initiating Realtor referral match
Tag in CRM and route through Verse.ai or Radiant Chat
🔹 Verse.ai ($5/lead)
Follows up for 6 months
Multi-channel outreach (text, email, phone)
Books appointments for you
🔹 RebelIQ Lead Funnels
Custom branded landing pages
Integrated with Radiant Chat
Designed to convert cold traffic into hot leads
Verse.ai Lead Management
6
Months of Follow-up
Persistent outreach to nurture leads
3
Contact Channels
Text, email, and phone outreach
$5
Cost Per Lead
Affordable lead management solution
Verse.ai provides comprehensive lead follow-up services that keep your pipeline full without requiring constant manual attention. Their multi-channel approach ensures maximum contact rates, while their appointment booking feature delivers qualified prospects directly to your calendar.
RebelIQ Lead Funnels
Custom Branding
Personalized to your business identity
Radiant Chat Integration
Seamless data flow into your CRM
Conversion Optimization
Designed to turn visitors into leads
RebelIQ Lead Funnels provide professionally designed landing pages that match your brand and integrate directly with your lead management system. These pages are specifically optimized for mortgage lead generation, with clear calls to action and minimal friction in the conversion process.
Radiant Chat Ad Manager
Create Ads
Design campaigns for Google, Facebook, and Instagram
Build Audiences
Create custom retargeting audiences
Connect Forms
Push leads directly to RebelIQ forms
Manage SmartLists
Organize leads for targeted campaigns
At just $29/month, Radiant Chat Ad Manager provides an affordable way to create and manage digital advertising campaigns across multiple platforms. The system simplifies ad creation and audience targeting, making it accessible even for mortgage professionals without extensive marketing experience.
Evocalize.com
Enterprise-Level Ad Engine
Evocalize.com provides sophisticated advertising technology specifically designed for mortgage and real estate professionals. The platform offers advanced targeting capabilities and compliance features that ensure your ads meet industry regulations.
Dynamic Multi-Channel Campaigns
The system automates campaign creation and management across multiple digital channels, ensuring consistent messaging and optimal placement. Dynamic content features allow for personalization at scale, improving engagement and conversion rates.
Brand-Scale Reach
Particularly effective for promoting down payment assistance programs, builder partnerships, or large-scale brand awareness campaigns. The platform's sophisticated algorithms help optimize ad spend for maximum return on investment.
Scripts & Messaging Templates
📞 Call Script
"Hi [Name], I saw you requested mortgage info. I'd love to build a few scenarios. Are you looking to buy or refinance—or just exploring options?"
💬 Text
"Hi [Name], I've got a few financing options based on your goals. Want me to send you a quick summary?"
🎯 Realtor Match Offer
"I work with trusted local agents—want me to connect you with one so you can start seeing homes?"
These messaging templates provide a starting point for your communications with leads. They're designed to be conversational, value-focused, and action-oriented without being pushy. Customize them to match your personal style while maintaining the core value proposition.
Resources Available in CityOS
D2C Call & Text Scripts
Ready-to-use conversation guides for effective lead engagement
Total Expert Alert Sequences
Automated follow-up systems to nurture prospects
Realtor Match Email Templates
Pre-written emails for seamless agent referrals
MRC Lead Tagging SOP
Standardized procedures for consistent lead management
Verse.ai Tracking Sheet
Analytics template to monitor conversation performance
Radiant Chat SmartList Guide
Instructions for targeted audience management
Weekly Lead Report Template
Performance tracking framework for team accountability
Pre-approval + DPA Explainer PDFs
Client education materials for key mortgage concepts
Funnel Links + Tracking Dashboard
All-in-one system to monitor your mortgage marketing funnel
🚀 Add Another Channel to Your Referral Based Business
Higher Speed-to-Lead
Better conversion rates through rapid response
Stronger Realtor Trust
More reliable partnerships with agents
Recycled Cold Leads
Revival of previously dormant opportunities
Full Pipeline
Consistent business without constant chasing
When you run this playbook consistently, here's what happens:
- ✅ Higher speed-to-lead = better conversion
- ✅ Realtor partners trust you more
- ✅ Cold leads get recycled and revived
- ✅ Your pipeline stays full—without chasing
Ready to launch your system? Let's build it together.