The conversation, step by step
These are the messages and questions in the template as it comes. Words in brackets are filled in from your business details or from the visitor's earlier answers. A visitor sees only the steps that match the buttons they choose, and you can change any wording, add steps or remove them in the flow builder.
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Hi there! 👋 I'm [Your Name] with [Company Name]. Thanks for reaching out about mortgage financing!
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What are you looking to do?
- 🏠 Buy a home
- 💰 Refinance
- 💵 Cash-out refinance
- ❓ Not sure / exploring
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Great! Where are you in the home buying process?
- Just starting to look
- Actively shopping
- Found a home / under contract
- Already pre-approved elsewhere
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The visitor is saved as a lead, tagged:
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Smart to shop around! Rates and terms can vary significantly. I'd be happy to see if I can beat your current offer.
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What's your main goal with refinancing?
- Lower my rate/payment
- Shorten my loan term
- Remove PMI
- Just exploring options
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What's your current interest rate? (Approximate is fine)
The visitor types a reply.
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What's your home's approximate value?
- Under $300K
- $300K - $500K
- $500K - $750K
- $750K+
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How much cash are you looking to take out?
- Under $50K
- $50K - $100K
- $100K - $200K
- $200K+
- Not sure yet
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No problem! I'm happy to answer any questions and help you understand your options. Let me get a little info to point you in the right direction.
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What type of property?
- Single family home
- Condo/Townhouse
- Multi-family (2-4 units)
- Not sure yet
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What price range are you looking at?
- Under $300K
- $300K - $500K
- $500K - $750K
- $750K - $1M
- $1M+
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How much do you have for a down payment?
- Less than 5%
- 5-10%
- 10-20%
- 20% or more
- Not sure
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What's your approximate credit score?
- Excellent (740+)
- Good (700-739)
- Fair (660-699)
- Below 660
- Not sure
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What's your employment situation?
- W-2 Employee (2+ years)
- Self-employed
- Recently changed jobs
- Other
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How long have you been self-employed?
- 2+ years
- 1-2 years
- Less than 1 year
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Great, thanks for that info! What's your name?
The visitor types a reply.
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Thanks [visitor's client name]! Best phone number to reach you?
The visitor types a phone number.
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And your email?
The visitor types an email address.
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The visitor is saved as a lead, tagged:
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Perfect! Based on what you've shared, I have a good picture of your situation. Let me review your info and put together some options for you.
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What works best for you?
- 📅 Schedule a call
- 📞 Call me
- 📧 Email me options
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Here's my calendar - grab a time that works:
[Scheduling Link]
I look forward to helping you, [visitor's client name]!
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I'll call you at [Your Phone Number] within 24 hours. If you need me sooner, feel free to call/text me at [Your Phone Number].
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I'll send some options to [visitor's email]. Watch your inbox!
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Thanks for reaching out, [visitor's client name]! Looking forward to helping you with your mortgage needs. 🏠
[Your Name] | [Company Name] | NMLS# [NMLS ID (optional)]
What you get with each lead
Every lead this template collects appears in your Alma leads inbox with the answers the visitor gave and these tags, so you can sort and follow up: urgent, hot, mortgage_lead. Alma emails you when a new lead arrives. On the Growth plan and up you can also send leads to other software through Zapier, and the Agency plan adds webhooks.
Questions your flow does not cover
A template answers the paths it was built for. To answer other questions in the visitor's own words, add AI answering for $25 a month: it replies from business information you provide as text, which the Alma team loads into your bot. The article on how a knowledge base chatbot works explains what to write.