See every pre-approval request and referral, and what each one became.

Is this built for a mortgage brokerage?

Yes. TruLata is built for a mortgage brokerage, a team of loan officers or an independent broker that works with borrowers across the states it serves, and a brokerage with several branches fits the same way. The marketing often falls to the owner or a producing loan officer, done after the day's files have moved toward closing and the agents have had their callbacks, or to an operations lead; a brokerage with a marketing hire gets the same screen. Search, ads, content and the counting run on a schedule whether or not anyone had time this week, every inquiry is counted from your own site, and one screen shows what happened and what it cost.

Borrowers arrive by two roads. A buyer who is house hunting asks for a pre-approval so an offer can go in with a letter behind it, at the suggestion of the agent showing them homes or on their own, and a homeowner thinking about a refinance asks what the process involves. Either way they search the question or your name, read your reviews and the loan officer pages, and send an inquiry or start a pre-approval. A referral from an agent, a builder or a financial planner starts with the same search, to check the name they were given, so your site is where both roads meet.

An inquiry from a lead marketplace can be a shared lead, the same borrower sent to more than one lender, and the first call starts as a comparison. A request from your own site's form is yours alone, and it is the kind the Leads view counts. The comparison with bought leads is on mechanism, not on a marketplace price we would have to invent. The screen counts people: inquiries, pre-approvals started and applications, next to what the marketing cost. Approvals and compliance review stay with the firm: the screen counts, watches and drafts, and what the firm publishes is the firm's decision.

What runs while files are in underwriting, and what waits for the firm?

Your Google Ads account is watched every morning. At 7:05 Eastern the ads change watch reads the account's change history and its user list, sets our own writes and routine churn aside, and raises a material change made by anyone else the same morning, including the recommendations Google applies on its own. Where we manage your search campaigns on all tiers, a budget or bid change is made within the limits set for your engagement and lands in the account's own change history, so the pre-approval campaign and the refinance campaign each keep the budget you set for them. A new address given access to the account reaches your team the next morning.

On Launch, Growth and Command, the content engine researches and drafts on your cadence the articles a borrower reads before calling: what a pre-approval involves and what to gather for it, how the steps run from application to closing, how working with a broker differs from walking into one bank. Each topic passes a demand gate on real search volume and what already occupies the result page, the research cites current sources, the dedupe reads the titles already published on your site, and each piece is filed as a Google Doc in your Drive with a featured image. Auto-publish is a per-client setting and approval is optional. Approvals and compliance review stay with the firm: with auto-publish off, each piece waits as a draft until the firm approves it.

On Command, the outbound engine sources prospects weekly to the target profile set with you, which for a mortgage broker can be the partners who meet buyers first: real estate agents, the sales teams at new-home builders, financial planners and CPAs. It finds a deliverable address or routes the prospect to a contact-form path and drafts into a review-first queue; a person releases them, or the queue releases on the schedule set for the engagement, and every send is logged with the draft, the mailbox and the time. Replies are classified, and not-interested and bounced addresses are suppressed.

Every day at 7:20 Eastern, on an instance whose forms feed the sheet, the lead watch runs five checks across the sheet, GA4 and Ads, so a dead tag, a blind ad account or a pre-approval form that stopped submitting is flagged the next day rather than at the end of the quarter. Every night at 12:01 Central a fallback snapshot is baked, and a failed pull leaves the previous page up. What stays with a person is the judgement: the limits on spend, and anything that answers a borrower or a referral partner. A content piece with auto-publish off waits as a draft until the firm approves it. From the screen you can set a lead outcome, request a website change, and request a content, keyword, category or targeting change; each request goes to the team as a logged ticket, and the engine's writes to your ad accounts and your site go through their APIs and land in each account's own change history, so the firm has a record of every change to review.

Which tier fits a mortgage brokerage?

Starter includes the TruLata dashboard, full analytics, leads, search visibility, the AI visibility program, managed Google Ads search, the assistant and briefings and support tickets. The content engine is on Launch, Growth and Command. Meta ads are on Growth and Command. The outbound engine, for a brokerage that wants agent and builder introductions beside the borrower searches, is on Command. Command adds the outbound engine, ad creatives and your full marketing team, always on.

Seats are three on Starter, three on Launch, ten on Growth and unlimited on Command, so every loan officer and the processor can sign in with a seat of their own, and a seat you remove is revoked within 30 seconds. Starter is $400 a month, Launch $650, Growth $1,200, and Command is scoped per engagement. Every tier is month to month with nothing metered, and committing annually takes twenty to twenty-five percent off the monthly. The pricing page carries the same figures as every other page.