Rocket Pro powers smart, timely broker outreach with Agentforce
Agentic tools embedded in Agentforce Sales help account executives prioritize high-intent brokers and draft effective outreach — all in one place.
The Results
3
Agentforce-powered tools, 1 connected experience
Agentforce expected to cut outreach prep to <5 minutes
Prioritizes brokers most ready to engage
Growth in a tighter market
Rocket Pro helps mortgage brokers connect their clients with home financing through one of America's largest mortgage lenders. With higher interest rates slowing both home purchases and refinancing, lenders are competing for a smaller pool of loans. Even so, Rocket Pro aims to help more homebuyers and refinancing homeowners, though their mortgage broker partners.
Each account executive (AE) supports many broker relationships; and some of those brokerages employ hundreds of people. Choosing who to call meant scanning reports, voicemail, and email. Preparing for the call meant pulling context from CRM, the partner portal, and market sources. Some had started pasting the results into an AI assistant.
High-intent brokers could be overlooked while AEs spent 30–60 minutes a day on prep instead of those most likely to convert.
AI-powered outreach
To give AEs more time with brokers instead of spreadsheets and CRM tabs, Rocket Pro embedded agentic outreach support in Agentforce Sales — the CRM they use every day. Together, features Launch List, Pro IQ, and the conversational Outreach Prep Agent powered by Agentforce replace a fragmented pre-call workflow with one integrated system of work where AEs can prioritize, understand, and act.
AEs start their day with Launch List, which ranks brokers using Rocket Pro's behavioral and market signals. One signal works like an abandoned online shopping cart: when a broker starts a registration in the partner portal and doesn't finish, that becomes a reason to reach out and offer help.
After choosing a broker, Pro IQ pulls together recent CRM activity, portal engagement, relationship history, and market context.
Then, they turn to the Outreach Prep Agent to get fast, accurate answers to questions like, "Why should I call this broker today?" or "What's the best strategy for this account?" When they're ready to reach out, the agent starts from common situations, like reconnecting after time apart, and drafts an email or text AEs can review, edit if necessary, and send.
While AEs focus on building relationships, Agentforce keeps the conversation going with brokers who aren't ready to engage. It automatically sends relevant marketing messages via Agentforce Marketing until new engagement signals indicate the broker is ready for personal outreach.
“That's where the magic of AI comes into play,” said David Tindall, Director of Digital Product Management. “AI does this stuff really, really well, and it gives our AEs more time to do what they do really, really well.”
Unified data powers every insight
Behind Rocket Pro's Agentforce-powered outreach prep is a system of context built on Data 360. Data from Rocket Mortgage, Rocket Pro, Rocket Business Development, and Rocket Close flows into Data 360 through native Salesforce CRM connectors, bringing data together across the Rocket family of companies.
Data from outside Salesforce adds another layer of insight. Rocket extracts broker portal activity, rate sheet views, market share data, and scouting reports into Amazon S3, where they're ingested into Data 360. The Outreach Prep Agent also reaches live external signals through Rocket's MCP server, and Rocket is adopting the Amazon Redshift zero-copy connector so those sources can be used without creating duplicate copies.
Within Agentforce Sales, all three capabilities draw on CRM data directly, but each applies it differently:
- Launch List combines CRM data with external signals from Data 360 to prioritize brokers they should reach out to next using Rocket Pro's custom scoring model.
- Pro IQ uses the same CRM and Data 360 context with prompt templates and LLM calls to assemble a pre-call briefing automatically.
- When AEs need to go deeper, the Outreach Prep Agent combines CRM data with live market and portal signals accessed through the Rocket MCP Server to answer questions conversationally.
More time for high-value selling
Rocket Pro is already seeing promising results. In the pilot's first week, an A/B test showed AEs using the new tools bringing in more loan applications than the control group, an early sign that better-timed outreach is driving stronger engagement.
The pilot also surfaced ways to improve the experience. At first, the Outreach Prep Agent took about 60 seconds to answer, too slow for a sales team where every second counts. Tindall wouldn't approve launch unless responses came back in under 15 seconds, and the team got them below 10.
They've increased broker registration completion form by 7% while also reducing the time it takes brokers to complete the process. Next, Rocket Pro aims to reduce outreach preparation from as much as an hour each day to less than five minutes, giving AEs more time to build relationships and close business.
Rocket Pro's leaders see that combined view of broker signals, market data, and CRM as key to helping AEs stay competitive in a tighter market.
“Agentforce gives our AEs everything they need, all in one place,” said Tindall. “We’re excited to see how it helps them outwork and out-engage the competition.”
Why Rocket Pro chose Salesforce
Hands-on engineering partnership
Rocket Pro paired their own engineers with four Salesforce forward-deployed engineers (FDEs) from the start — a condition they set before the engagement began, so the team could maintain and build on the solution after the FDEs rolled off. "I've been part of different contract engagements in the past, and this has been by far the cleanest and most effective method," said Tindall. "It's something I would absolutely replicate in the future."
Extending AI beyond the CRM
Direct connections into Rocket's data warehouses weren't available, so the broker signals AEs needed most sat outside CRM. MuleSoft brought them in without custom point-to-point integrations — the reason Agentforce could ground its recommendations in live portal and market data.
AI with clear guardrails
Rocket Pro could have connected Agentforce to their email and texting systems for automatic sending. They chose not to, so AEs proofread every message. The agent also won't answer mortgage eligibility questions or process loans, keeping AEs responsible for broker conversations and lending decisions.
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More Rocket Pro use cases
Unified system of context fuels strategic engagement
Data 360 unifies broker and partner data from across the Rocket family of companies, giving account executives a complete view of every relationship.
See all Rocket Pro use cases
Rocket Pro uses Data 360 to harmonize their data and Agentforce to help account executives prioritize the right brokers and draft effective outreach.
About the company
As the wholesale arm of Rocket Mortgage, the nation's largest mortgage lender, Rocket Pro empowers thousands of mortgage brokers, loan officers and processors with technology and support to grow their businesses.
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