The marketing plan from yesterday — stack three demand prints into a Monday-morning "buyers stopped waiting" post — needs to be rewritten. The conventional 30Y jumped 13 bps to 6.49% overnight (a fresh 90-day high), FHA and VA each spiked 18 bps, and the 10Y is at its highest yield in 12 months. Posting "buyers are deciding now" Monday morning while everyone in your CRM is looking at fresh rate alerts on their phones reads as oblivious. The Daily Pulse from this morning has the full mechanics; the marketing implication is direct — kill the planned Monday social campaign, rebuild it around the new reality, and prioritize direct outreach over broadcast this weekend.
6.49% is the new 90-day high (range 5.98–6.49, avg 6.35). The 2023-vintage 7%+ refi math is now about $200/mo back on a $400K loan at 7.25% — still strong, but the conversation framing has to pivot from "rates are dropping, act fast" to "rates moved higher overnight, here's why your refi still works in this environment." For broker-channel LOs, UWM's Refi '86 incentive (86 bps through June 30) is now structurally MORE valuable, not less — when conventional rates spike, an 86-bps pricing improvement does more relative work on the borrower's break-even math. For purchase-side, the social-proof "demand stack" tells the same story but you need to lead with rate-acknowledgment before the data; otherwise the post reads tone-deaf to a borrower who just saw a "rates hit one-year high" headline.
The high-priority marketing work this weekend is direct, not broadcast. Pull every contact who got a quote in the last 14 days and send a Saturday-evening or Sunday-morning SMS: "Quick heads-up — mortgage rates moved overnight. Your number from [day] is no longer accurate. I'll have a fresh quote ready for you Monday morning before market open. No action needed this weekend, just don't want you blindsided by a Zillow alert. Reply if your timeline changed." That's CRM work, not social media. The reason: borrowers WILL see a "rates jumped" headline somewhere this weekend — Zillow, CNBC, WSJ app, a friend's text. The LO who proactively contextualizes it owns the relationship for the next 90 days. The LO who calls Monday after the borrower discovers it themselves looks reactive, and trust quietly compounds the other way.
send the Saturday or Sunday contextualizer SMS to every active-pipeline contact with a quote from this week. 30-minute task, dramatic relationship-equity payoff. If you do only one marketing-adjacent thing this weekend, this is it — save the Monday "demand stack" post for next week when rates settle and the framing isn't fighting the day's headlines.