It's Fed day, and if you followed the last two briefs you've already pre-staged your content. The marketing point now isn't to post another "here's what the Fed did" graphic — every LO and agent in the country will. The durable hook is the number itself: the 30-year is at 6.53%, the best in about three weeks. A specific, dated rate beats a vague "rates are moving" post every time, and it gives you a reason to touch your whole database that doesn't hinge on how the 2:30 press conference actually goes.
At 6.53% the marketing focus splits cleanly two ways. On the purchase side, borrowers you quoted at 6.57-6.60% last week are now a touch better — a clean, low-pressure reason to re-engage without manufacturing urgency. On the refi side, the honest math only opens up for borrowers carrying rates north of about 7.25%, so target that cohort specifically rather than blasting your full list with a refi pitch the numbers won't back up. Either way, lead with the dollar figure, not the rate: on a $400K loan today's payment is roughly $2,536 a month in principal and interest, and that lands harder than a decimal.
The tactical move today is timing, not volume. Schedule your rate-update message to go out after the 2:00pm Eastern decision, not before — a "here's where rates landed after today's Fed meeting, and what it means for you" text sent between 3 and 4pm hits when borrowers are already seeing Fed headlines and primed to engage. Pair it with simple segmentation: send the purchase version to your active buyers and the above-7.25% version to your refi list. Same effort, roughly double the relevance, and you're in their inbox first while competitors are still drafting.
Draft two short rate-update texts now — one for active purchase borrowers, one for your above-7.25% refi list — and schedule both to send between 3 and 4pm Eastern, after the Fed decision lands. You'll be first with a specific number while everyone else is still reacting to the headline.