Loan officers and real estate agents know the frustration of working with leads from major platforms like Zillow and Redfin. These leads are expensive, often shared with multiple professionals, and provide little insight into a client’s actual intent. Were they casually browsing? Exploring specific locations? Researching their home equity? Without this context, loan officers are left sending generic outreach that goes unanswered, wasting time and money on low-ROI efforts.

Homebot takes a different approach—one that goes beyond generating leads to providing real, exclusive insights into client behavior—we call these insights mortgage intent signals. Unlike other platforms, these insights are yours alone, meaning you’re not competing with multiple professionals for the same client. By tracking intent signals, you can see exactly what actions clients are taking, from researching their home equity to actively searching for homes. 

This allows you to reach out at the right time with the right message, increasing engagement and conversion rates. In this blog, we’ll break down the key intent signals to watch for and how to act on them to connect with clients before they make a move.

What Are Mortgage Intent Signals?

Mortgage Intent signals are specific behaviors or actions that indicate a client is preparing to buy or sell a home. These signals help loan officers identify high-intent leads, allowing them to prioritize outreach and nurture relationships more effectively.

Rather than chasing cold leads, tracking these signals means you’re engaging with clients at the moment they’re most receptive—when they’re actively exploring their options.

8 Mortgage Intent Signals That Indicate a Client Is Ready to Buy or Sell

Not all client actions carry the same weight. While some behaviors indicate casual browsing, others are strong indicators of real intent to buy or sell. Traditional lead sources don’t differentiate between the two, leaving loan officers guessing about who is actually ready to move forward. Homebot solves this by surfacing high-impact intent signals—allowing loan officers to engage with precision and maximize conversion opportunities.

Here are the key mortgage intent signals to watch for that signal a buyer or seller is ready to take action, and more importantly, how to take that information and turn it into an origination opportunity:

1. Home Search Behavior: Clients Browsing Homes in a Specific Price Range or Location

Not all home searches mean a client is ready to buy—but certain behaviors reveal strong intent. Within Homebot’s Deep Search feature, you can track which homes a client is searching for, how often they’re returning to view specific properties, and the types of features they’re prioritizing.

Here’s what to look for:

• Repeated searches in the same price range or neighborhood – This signals that a client has narrowed their focus and is seriously evaluating their options.
• Increasing search activity over time – A client who starts with occasional searches but gradually increases frequency may be moving closer to purchase readiness.
• Interest in a specific property type (e.g., condos, single-family homes, multi-family units) – Clients refining their search to specific home types often have a clear purchase goal in mind.

How to Take Action:

• Proactively reach out to discuss financing options tailored to their target price range.
• Offer pre-qualification insights to help them understand their buying power.
• Share market trends about their preferred area, such as inventory levels or interest rate changes, to help them make a timely decision.

2. Market Engagement: Clients Checking Their Home Value or Requesting a CMA

When a client starts regularly checking their home’s value or requests a comparative market analysis (CMA), they’re likely assessing whether now is the right time to sell. But not every homeowner checking their home’s value is ready to list—so how do you know which ones to prioritize?

This is where Homebot’s Likelihood to Sell Score gives you a competitive edge. By analyzing engagement patterns, homeownership duration, and market trends, Homebot predicts which homeowners are most likely to sell within the next nine months—with 89% accuracy. Instead of manually tracking seller intent, you can use this data to identify the highest-priority clients before they even reach out to an agent.

Key engagement patterns to watch for include:

• Frequent home value checks – This suggests a homeowner is tracking price trends, possibly in preparation for a sale.
• CMA requests – This is a direct signal that a homeowner wants a detailed assessment of their home’s worth, often the first step before listing.
• Interest in local market reports – Clients reviewing neighborhood home values may be benchmarking their own home’s potential sale price.

How to Take Action:

• Reach out with personalized insights on whether it’s a good time to sell based on market conditions.
• Offer a one-on-one consultation to discuss potential home sale proceeds and next steps.
• Educate them on financing options for their next home purchase, such as bridge loans or leveraging equity for a down payment.

3. Financial Activities: Clients Exploring Affordability Calculators or Loan Options

Clients who actively engage with affordability calculators, mortgage scenario tools, or loan comparisons are not just daydreaming—they’re preparing to make a financial decision.

Key indicators of buying intent include:

• Adjusting down payment amounts – Clients testing different down payment options may be exploring what’s financially feasible for them.
• Comparing loan terms and interest rates – Those who spend time running different mortgage scenarios are likely serious about securing financing.
• Checking affordability in multiple locations – If a client is researching what they can afford in different areas, they may be weighing relocation options or investment opportunities.

How to Take Action:

• Initiate a conversation to walk them through financing scenarios and explain their best options.
• Offer a mortgage consultation to clarify any questions they have about affordability.
• Send a pre-approval offer to help them take the next step confidently.

4. Increased Home Equity: Clients Engaging with Equity Insights or Cash-Out Scenarios

When homeowners explore cash-out refinance options, loan payoff scenarios, or their available equity, they’re often considering a major financial decision—whether that’s refinancing, upgrading to a new home, or leveraging their equity for other investments.

Key behaviors to track:

• Viewing cash-out refinance estimates – Clients engaging with these tools may be looking to tap into their home equity for renovations, debt consolidation, or new property purchases.
• Checking their home equity multiple times – This suggests they’re evaluating whether their current home’s value aligns with their financial goals.
• Comparing selling vs. refinancing options – Homeowners who toggle between home value tools and refinance calculators may be trying to decide between selling their home or refinancing.

How to Take Action:

• Reach out with insights on how they can leverage their home equity effectively.
• Explain refinance options, whether they’re looking to reduce their monthly payments or access cash for renovations.
• Discuss financial strategies for homeowners considering selling and buying a new home.

5. Listing Engagement: Clients Viewing Listings with Price Drops or Assumable Mortgages

Clients who consistently engage with listings that have price reductions, assumable mortgages, or special financing options may be price-sensitive buyers looking for the right deal before making a move.

Key behaviors that indicate readiness:

• Clicking on listings with price drops – Buyers waiting for the market to shift may be preparing to purchase as soon as they find a property at the right price.
• Viewing assumable mortgage properties – Clients interested in assumable mortgages may be looking for alternative financing solutions.
• Saving or revisiting specific listings – A client who repeatedly views the same properties may be on the verge of making an offer.

How to Take Action:

• Offer a mortgage pre-approval to position them as a strong buyer when they find the right home.
• Educate them on assumable mortgage opportunities and how they can take advantage of lower rates.
• Provide financial planning assistance to help them determine the best time to buy.

6. Life Events: Clients Experiencing Major Milestones

Real estate decisions are often tied to major life events, such as:

• Marriage or divorce – Newlyweds may be looking for their first home, while those going through a divorce might be selling or refinancing.
• Having children or becoming empty nesters – Growing families often need more space, while retirees may be looking to downsize.
• Job relocation – A client moving for work may need a fast, seamless financing solution.

How to Take Action:

• Offer financing solutions tailored to their situation, such as VA loans for military relocations or first-time homebuyer programs for newlyweds.
• Educate them on timing their real estate move based on market conditions.
• Provide budgeting tools to help them plan for their next purchase.

7. Communication Patterns: Clients Asking Questions or Initiating Contact

When a client reaches out—whether through a quick question about interest rates or a request for more information—it’s a major engagement signal.

Key indicators of immediate readiness:

• Clients who respond to your outreach – If a client has been unresponsive but suddenly engages, they may be closer to making a decision.
• Clients asking detailed financing questions – This suggests they’re evaluating loan options and may need guidance before committing.
• Clients requesting next steps – If they’re asking how to move forward, they may be expecting pre-approval or a formal consultation.

How to Take Action:

• Respond immediately—quick follow-up significantly increases conversion rates.
• Ask deeper questions to understand their goals and timeline.
• Offer a consultation to help them take the next step with confidence.

8. Changes in Credit or Loan Terms

Clients with rising credit scores or responding to lower interest rates are prime candidates for refinancing or purchasing. These financial changes often push homeowners to act quickly to lock in better terms. A few key changes to watch for include:

• Engaging with interest rate comparison tools – Suggests they’re watching for the right time to refinance.
• Checking pre-approval options – Indicates they may be close to making a move.
• Monitoring their credit score within Homebot – Clients tracking credit improvements are likely positioning themselves for a loan application.

How to Take Action:

• Proactively offer a rate review to help them secure lower mortgage terms.
• Educate them on refinancing opportunities and potential monthly savings.
• Encourage pre-approval so they can act quickly when market conditions align.

Pro Tip: Tracking intent signals is only effective if you act on them at the right time. By integrating mortgage automation, you can automatically follow up with clients engaging with affordability tools, CMA requests, or home equity insights—ensuring they receive timely, relevant messaging. Platforms like Homebot’s Client Engagement Portal, when synced with your CRM, make it easy to prioritize high-intent leads and personalize outreach at scale.

Conclusion: Turn Intent Signals into Action

Identifying the right clients at the right time is what separates top-performing loan officers from the rest. Instead of chasing cold leads or relying on guesswork, tracking mortgage intent signals allows you to focus on high-quality opportunities—clients who are actively preparing to buy, sell, or refinance. With insights into home search behavior, equity engagement, affordability calculations, and more, you can engage strategically, provide real value, and close more deals.

Homebot’s powerful suite of tools makes this process effortless by not only surfacing these key intent signals in real time but also equipping you with the tools to act on them. Deep Search reveals serious buyers before they reach an agent, the Likelihood to Sell Score predicts high-probability sellers with incredible accuracy, and AI-driven engagement insights help you prioritize outreach and personalize follow-ups. Ready to connect with serious buyers and sellers before your competition does? Book a demo today.