CityOS Target Market Playbooks
Overview of the 10 Core Lead Generation and Relationship Channels to support your G4 Plan.
Explore G4 Playbook
Past Clients
Warmest Audience
Clients who have already worked with you have the highest trust level and are most receptive to future communications.
High Trust
The relationship has been established through previous successful transactions, creating a foundation of credibility.
Growth Opportunities
Opportunities for repeat business, refinances, and referrals to friends and family members.
Sphere of Influence
Friends
Personal connections who already know and trust you
Family
Closest relationships with highest trust and loyalty
Acquaintances
Extended network with potential for referrals
Relationship-driven referral and brand growth.
Active Clients
From Lead to Application
Initial mortgage process begins
Processing
Documentation and verification
Closing
Best time to earn reviews and referrals
Borrowers currently in process. Best time to earn reviews and referrals.
Realtors
Top Referral Source
Primary business partnership
Value-Add Tools
Resources to help their business
Consistency
Regular communication and follow-up
Visibility
Maintaining top-of-mind awareness
Direct to Consumer
Marketing
Digital and traditional advertising
Lead Generation
Inbound inquiries from interested consumers
Conversion
Turning prospects into clients
Distribution
Opportunity to distribute leads to partners
Recruitment
100%
Value Proposition
Clear value offering for potential team members
24/7
Technology
Cutting-edge tools and platforms
#1
Culture
Supportive environment for growth
Attract new loan officers and branches. Requires clear value, tech, and culture messaging.
Financial Professionals
CPAs
Tax professionals with high-value clients
Financial Advisors
Wealth management experts
Insurance Agents
Risk management professionals
Bankers
Financial institution relationships
Build trust with CPAs and advisors. Ideal for jumbo, reverse, and high-credit clients.
Attorneys
Divorce Attorneys
Clients often need to refinance or purchase new homes during divorce proceedings. These life transitions create immediate mortgage needs.
Estate Attorneys
Handle property transfers and inheritance situations that may require mortgage solutions. These planned transitions offer opportunities for referrals.
Real Estate Attorneys
Directly involved in property transactions and can refer clients needing financing. Strategic life-event driven referrals.
Local Business Owners
Community Influence
Respected voices within local areas
Reciprocal Partnerships
Mutual business support opportunities
Referral Networks
Access to diverse customer bases
Referral Swaps
Structured exchange of business leads
Builders
High-Volume Relationships
Multiple transactions over time
Long-Term Partnerships
Ongoing collaboration opportunities
Specialized Loan Solutions
Construction and new build financing
Fast Operations
Quick processing for timely closings