Flow Mortgage AI agents contact every borrower instantly

Industry: Mortgage Lending
Company Size: 50–100 Employees
Channels Enhanced: Web forms, Web chat, SMS, Inbound/Outbound calls

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The Challenge

Flow Mortgage, a fast-scaling digital lender, driving strong lead volume from paid media campaigns across Google, Facebook, and direct mail. But converting those leads into borrowers proved inconsistent. Agents struggled to keep up with follow-ups, especially after-hours or on weekends. Inbound calls went unanswered. Form submissions sat in CRM queues. And many interested prospects simply disappeared after the first touchpoint.
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Human-led outreach wasn’t fast enough — or persistent enough — to close the loop. And without scalable follow-up systems, cost-per-lead climbs while conversion rates stay flat.

“We had a great front-end funnel, but we were losing people in the cracks — especially on nights, weekends, and no-show leads. That adds up when you’re spending on clicks.”
— VP of Marketing, Flow Mortgage

The Solution

Plura deployed a full stack of AI-powered agents to automate borrower engagement across all stages — from first click to follow-up. The goal was simple: respond instantly, follow up persistently, and always convert interest into a live conversation.

Deployment Overview

• AI Web Form Agent
  Triggered instant follow-up texts after submission, confirming interest, collecting missing details, and booking loan consultations in real time.
• AI Web Chat Agent
  Engaged site visitors with live, intelligent conversation that guided them to take action — whether booking a call or starting a pre-qual.
• AI Inbound Call Agent
  Answered all phone calls instantly, collecting borrower info and routing warm prospects to available loan officers — 24/7.
• AI SMS Agent
  Handled inbound and outbound text flows for reminders, appointment confirmations, and pre-screening.
• AI Outbound Voice Agent
  Played a key role in nurture sequences — automatically calling unresponsive leads, no-shows, and drop-offs in a branded, conversational format that felt human, but scaled.

This multi-channel AI layer ensured that every borrower interaction — from the initial form to long-tail follow-up — was handled quickly, intelligently, and at scale.

Results

Within just 30 days of implementation, Flow Mortgage experienced a dramatic turnaround in lead performance and operational efficiency. By introducing AI agents at every borrower touchpoint, the company transformed slow, fragmented engagement into a seamless, always-on experience.

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The most immediate shift came in response speed. Where human agents previously took hours to return calls or follow up on form submissions, AI agents respond instantly —  before borrowers leave the page. This instant engagement led to a sharp increase in lead-to-call conversions, cutting average response times from over three hours to seconds. Borrowers no longer felt like they were submitting a request into a black hole. They were having conversations right away —  while still on the site.

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But the real compounding effect came in the days that followed. Plura’s AI Outbound Voice Agent and SMS Agent worked in tandem to execute a structured 11-day follow-up cadence. Borrowers who didn’t engage the first time weren’t lost. Instead, they were re-engaged with smart, branded touch points that mimicked the persistence of a seasoned sales rep — without ever requiring one. Over time, this follow-up system recovered more than 1 in 5 cold or unresponsive leads that would’ve previously been dropped.

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Internally, the sales team also felt the difference. With AI handling over two-thirds of initial conversations and follow-ups, Flow Mortgage saved countless hours per month in manual outreach. Agents spent more time on qualified borrowers, less time dialing or texting into the void. As a result, performance improved without increasing headcount — and borrower satisfaction rose alongside efficiency.

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What started as a performance problem in the funnel became a competitive advantage. Plura didn’t just help Flow Mortgage engage more leads — it helped them engage better, faster, and more consistently across the board.

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Why AI is the right fit for Mortgage Lending

Speed and persistence are the name of the game in mortgage lending. Borrowers don’t wait around. If they don’t hear back fast, they move on. Plura gave Flow Mortgage the power to be first — and to stay in the conversation until it converted.

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The AI Outbound Voice Agent was especially effective for reactivation — not just answering calls, but initiating them. When layered with SMS and web engagement, Plura created a powerful flywheel of borrower contact that worked 24/7.

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Rather than increasing headcount, they made every agent more efficient — letting humans focus on qualified closers, while AI handled everything else.

“Our human reps were giving up after one or two tries. Now, AI makes sure we follow up six or seven times — and we’re seeing real conversions from that effort. It’s all automated, but feels personal.”
— Jordan Alvarez, Head of Growth, Flow Mortgage

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Key Performance Metrics

The Rundown

By deploying Plura AI agents across their entire borrower journey — including a powerful voice follow-up layer — Flow Mortgage increases conversions, reduces CAC, and ensures every borrower has a branded, responsive experience. No matter how a lead enters the funnel — form, chat, call, or SMS — they are contacted instantly. If they don’t reply, Plura’s AI Outbound Voice Agent keeps the conversation alive, persistently and politely, until they re-engaged or convert.