Ownwell shows you when a homeowner is paying attention and what they're paying attention to.
These moments aren’t random. They surface when something shifts in the homeowner’s life — a decision forming, a concern growing, or a plan taking shape.
What Conversion Means Inside Ownwell
A “conversion moment” is any action that signals the homeowner is thinking about their home, finances, or a potential change. They might not be ready to act, but they’re trying to understand something.
Common triggers include:
Clicking a CTA in their digest
Requesting an updated valuation
Exploring interest savings
Checking buying power
Looking at equity access
Reviewing payoff timelines
Updating their mortgage details
Renewals appearing within a decision window
These are early-stage opportunities to provide clarity — not to pitch outright.
The brokers who consistently convert are the ones who reach out early, ask good questions, and focus on the homeowner’s situation before talking numbers.
The Ownwell Conversation System
This is a simple framework that works across every insight in the platform.
It keeps you out of “sales mode” and ensures you always uncover the real context behind the click.
1️⃣ Start with their world
Every outreach begins with understanding what prompted the action.
Use neutral openers like:
“You were looking at X — what situation are you trying to get clarity on?”
“Something must have prompted you to check this today — what’s going on on your end?”
“You updated your mortgage info — what changed?”
The goal is to hear the story behind the click.
2️⃣ Understand why this moment matters
People act when the timing matters to them: pressure, plans, uncertainty, opportunity.
Ask questions that surface the driver:
“Why now?”
“Is this tied to a decision you’re weighing?”
“Is there something coming up that makes this relevant?”
Once you understand the “why,” the rest of the conversation becomes straightforward.
3️⃣ Map the cost of staying where they are
You’re not pushing them.
You’re helping them think clearly about timing and consequences.
Examples:
“If nothing changes, does anything get harder?”
“Does waiting affect any plans you have?”
“Is there a timing factor in play?”
This frames the decision without pressure.
4️⃣ Offer a low-friction next step
You’re not trying to close.
You offer an easy path forward.
Examples:
“If you want, I can map this out so you know your real options.”
“Want me to take a closer look so you’re not making decisions blind?”
You’re providing clarity, not pushing solutions.
How to Handle Homeowner Engagement Notifications
Homeowners don’t just read their reports — they interact with them.
Every button they click and every detail they adjust is a signal about what they’re trying to understand in their own world. When a homeowner engages with one of these sections, Ownwell sends you a notification.
That alert is a real-time look at what the homeowner is curious about, worried about, or planning for. It’s your cue to reach out while the question is fresh and guide them through the decision they’re trying to make.
Below are the six homeowner-initiated actions that matter most, what usually drives each one, and how to open the conversation in a way that uncovers the real context behind the click.
Request Value
What usually drives the click
The homeowner is trying to sanity-check something. The value estimate is front-and-centre, visual, and easy to compare month-over-month, so this click often ties to a bigger question they haven’t voiced yet. Typical patterns include:
Thinking about selling, upgrading, or moving
Curiosity after talking to a neighbour or seeing a sold sign
Reconsidering renos vs. move
Financial planning for next year
Nervousness if prices feel flat or soft
They’re usually not after a specific number — they’re after context for a decision.
🗣️ “I saw you requested a fresh valuation. What decision are you trying to get a clearer picture of?”
Simple, direct, and it puts the homeowner in the driver seat.
What to listen for
Is this a timing question? (“We might move in the spring…”)
Is this a comparison question? (“Neighbour sold for X…”)
Is this a planning question? (“Trying to budget for a renovation…”)
Is this an uncertainty question? (“No idea if we’re up, down, or sideways…”)
This tells you what “valuation” actually means for them.
Most homeowners don’t want market commentary. They want to know what the number means for the plan they’re considering.
Save Interest
What usually drives the click
This is almost always tied to financial pressure or a desire for breathing room. The trigger is almost always emotional, not technical.
Common reasons:
Budget is tight
Anxiety about carrying costs
Curiosity after chatting with friends who got a lower rate
Pressure from rising expenses
Trying to get “ahead” of something coming
🗣️ "You were looking at interest savings — what prompted you to review that today?”
Not “why,” not “what are your goals,” not “are you trying to refinance?”
You’re just anchoring the conversation to their world.
What to listen for
Is this driven by pressure? (“Daycare costs are crushing us…”)
Is this driven by planning? (“We’re trying to get ahead of next year…”)
Is this driven by comparison? (“Everyone’s refinancing except us…”)
Is this driven by fear? (“Not sure if staying put is costing us money…”)
A sense of “are we missing something?”
Skip the rate-first conversation. The trigger here is usually pressure, not interest in technical mortgage math.
Check Budget
What usually drives the click
The homeowner is exploring what’s realistically possible if they made a move, but it can be sparked by curiosity or anxiety. They’re trying to anchor their thinking around budget, not make a commitment.
Triggers include:
Thinking about upgrading or changing neighbourhood
Wondering if upsizing or downsizing is feasible
Testing hypothetical scenarios
Preempting future changes (schools, commute, family size)
Second-guessing whether staying put makes sense
Wanting to feel more in control of future decisions
🗣️ “You're curious about your buying power? Is there a move or change you’re starting to think through?”
It keeps things open enough for early-stage ideas, which is usually where these conversations sit.
What to listen for
Is this tied to space? (“Kids are sharing a room…”)
Is this tied to location? (“We’d like to be closer to…”)
Is this tied to timing? (“Thinking about next summer…”)
Is this tied to financial comfort? (“Want to know our range before diving in…”)
Don’t assume they’re actively shopping. Most people are testing possibilities, not making decisions.
Unlock Equity
What usually drives the click
The equity screen shows a specific amount they could potentially access. That number usually ties directly to something they want to fund.
Common triggers:
Renovations
Debt reduction
Down payment for family
Investment property curiosity
Upgrades within the next year
Fixing something that’s deteriorating (roof, plumbing, etc.)
🗣️ “I noticed you were looking at your equity. What project or plan are you thinking through?”
Everyone clicking this has a reason — the question helps them say it out loud.
What to listen for
Is this tied to a project? (“We’re finally ready to redo the bathroom…”)
Is this tied to debt? (“We’re trying to get out from under high-interest balances…”)
Is this tied to supporting family? (“We want to help our kid with a down payment…”)
Is this tied to property goals? (“Thinking about a rental or long-term investment…”)
Equity is never the goal. It’s the tool. Focus the conversation on what they want to achieve, not the mechanics of accessing funds.
Pay Off Faster
What usually drives the click
This area visualises progress and remaining term. Homeowners click it when thinking about long-term financial stability.
Common drivers:
Retirement planning
Anxiety about carrying debt
Curiosity about impact of small changes
Wanting more control over monthly life
Feeling “stuck” in a long timeline
🗣️ “Understand you're exploring paying off your mortgage faster — is this part of long-term planning, or something coming up sooner?”
This avoids assumptions and lets them name the driver. The "A or B" options prompt confirmation or correction, opening up the conversation.
What to listen for
Is this tied to long-term planning? (“We want the mortgage gone before retirement…”)
Is this tied to stress? (“I just want fewer payments on my plate…”)
Is this tied to curiosity? (“Wondering how much impact an extra $100 would make…”)
Is this tied to financial control? (“We want to feel more on top of things…”)
Most people clicking this aren’t trying to accelerate tomorrow. They want to know whether faster payoff is realistic or even sensible.
Mortgage Details Updated
What usually drives the action
Updating their mortgage details is intentional. It almost always signals a real-world change or an upcoming decision.
Typical drivers:
Recent renewal
Refinance elsewhere
A change in lender, rate, or term
Cleaning up their data before planning something
Checking the accuracy of their Ownwell insights
Getting ready to compare options
“I saw you updated your mortgage details — what changed on your end?”
Clean, neutral, and invites explanation. They're already actively engaged, so this is just about starting an open chat.
What to listen for
Is this tied to a recent change? (“We just renewed and I want the info accurate…”)
Is this tied to comparison shopping? (“Thinking about switching lenders…”)
Is this tied to planning something? (“We’re preparing for a possible refinance…”)
Is this tied to accuracy before a decision? (“I want the insights to match our real numbers…”)
When someone updates their details, they’re often entering a decision window. Accuracy becomes important right before action.
Talk Human, Not Mortgage
Ownwell surfaces life-driven signals — school zones, space constraints, budgets, stress, planning, curiosity, timing.
If you dive into mortgage terminology too early, you disconnect from the homeowner’s actual problem.
Stay in their world first. Then bring numbers into that context.
Common Pitfalls When Responding to Homeowners
Slow follow-up
The homeowner was thinking about something in that moment. Wait too long and the context disappears. Same-day outreach wins.
Long or heavy opening messages
If your first message looks like effort, people don’t respond. One clean, direct question works better than a paragraph.
Assuming why they clicked
Clicks are rarely as obvious as they look. Ask what prompted it instead of guessing.
Jumping straight to solutions
Pitching a refi or renewal before understanding their situation makes the conversation feel transactional. Get context first.
Leaning on market commentary
Homeowners care about their plans, not rate charts. Keep the focus on their world, not the macro story.
These are the habits that quietly hurt reply rates and stall good opportunities. Keep an eye out for them!
How do I know if I'm on the right track?
You’ll know your system is working when:
Homeowners tell you exactly why they clicked
Conversations feel natural and grounded
You spend more time understanding and less time pitching
Next steps happen without pressure
Engagement levels increase over time
Calls become easier to book because the homeowner feels informed
FAQ
Do I need numbers before reaching out?
No. Get context first. Otherwise you risk solving the wrong problem.
What if they don’t reply?
One short nudge is enough: “Want me to take a closer look at that for you?”
If they don’t respond, move on.
What if the insight seems minor?
If they clicked it, it wasn’t minor for them.
How fast should I reach out?
Same day. The closer to the moment, the better the reply rate.
What if they’re not ready to act?
Clarity still matters. People remember the person who gave them clarity.
What if a client thinks their home value estimate is inaccurate?
Acknowledge it, get their perspective, and ground the conversation in their situation:
“Happy to dig into that — what makes the estimate feel off to you?”
What if a client is upset about a drop in their estimated value?
Don’t defend the model: acknowledge the reaction and check what decision the homeowner was weighing when they saw the change.
Once you understand the context, shift to what the change means for their plans (often very little).