Lead Follow-Up — 6 min read
How Automated Follow-Up Works
Automated follow-up is a set of pre-written messages that send on a schedule after something happens, and stop as soon as the customer responds.
The trigger
Something specific starts the sequence: a form submission, a missed call, an estimate marked as sent, or a job marked complete. Triggers are tied to CRM stages, so moving a card starts the right sequence.
The cadence
A typical estimate sequence: text within minutes confirming the estimate was sent, email the next day with details, text on day three, email on day seven, final text on day twelve. Then it stops.
The channels
Text for short and urgent, email for detail and documents. Alternating tends to outperform using either alone.
Exit conditions
Any reply, any booking, a stage change, or an opt-out ends the sequence immediately. This is the most important setting and the one most often configured badly.
The message quality
Short, specific, and human. 'Hi Dave — following up on the patio estimate from Tuesday. Any questions about the scope?' beats a paragraph of marketing language every time.
Reviewing performance
Track reply rate by message. If message four never gets a response, rewrite or remove it. Sequences are meant to be edited, not set once.
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