Setting Up Automated Follow-up Sequences

Studies show that 80% of sales require 5+ follow-ups, but most agents stop after 1-2 attempts. Automation ensures you consistently follow up without manual work.

Benefits of Automated Follow-ups

• Never forget again: System automatically follows up
• Consistent timing: Perfectly timed messages
• Scalable: Follow up hundreds of leads simultaneously
• Personalization: Dynamic content per contact
• Time savings: 80% less manual work
• Better conversion: Up to 3x more deals closed

When to Use Automation?

• New leads: Welcome sequence (day 0, 3, 7, 14)
• After viewing: Follow up on interest
• Cold leads: Re-engagement campaign
• Property alerts: nietify new matches
• Deal nurturing: Updates during sales process
• Post-sale: Onboarding new customers

Tesoro Automation Types

• Email sequences: Multi-step email drip
• SMS sequences: Text message follow-ups
• Task automation: Auto-create tasks for team
• Tag triggers: Actions on tag change
• Deal stage triggers: Actions on pipeline movement

Step 1: Create New Sequence

1. Go to Automation > Sequences
2. Click + Create Sequence
3. Choose type: Email Sequence
4. Fill in:
   • Name: "New Lead Welcome"
   • Description: Purpose of sequence
   • Trigger: When does sequence start?
     • Tag added (e.g., "New Lead")
     • Form submitted
     • Deal stage changed
     • Manual enrollment
5. Click Create

Step 2: Add Email Steps

Email 1 - Immediate Welcome:

• Delay: 0 days (right after trigger)
• Template: "Welcome new lead"
• Subject: "Welcome {{firstName}}, let's get acquainted"
• Content: Introduction, what to expect

Email 2 - Provide Value:

• Delay: 3 days after previous email
• Template: "Property search tips"
• Subject: "3 tips for your home search"
• Content: Helpful information, no sales pitch

Email 3 - Soft Ask:

• Delay: 4 days after previous email
• Template: "Offer viewing"
• Subject: "Ready for viewing? I'm happy to help"
• Content: Call-to-action to schedule meeting

Email 4 - Final Touch:

• Delay: 7 days after previous email
• Template: "Last chance"
• Subject: "Still looking for your dream home?"
• Content: Last chance to get in touch

Step 3: Add Conditions

Stop sequence if:

• Contact replied: Response to email
• Meeting booked: Viewing scheduled
• Deal created: Customer in pipeline
• Tag removed: "New Lead" tag removed
• Unsubscribed: Opted out

Step 4: Activate Sequence

1. Review all email steps
2. Test sequence with dummy contact
3. Check timing and content
4. Toggle Active switch
5. Sequence is live!

Email + SMS Combination

Increase engagement by using multiple channels:

Example: Post-Viewing Follow-up

• Day 0 (right after viewing):
  • SMS: "Thanks for viewing! Questions? Call me."
• Day 1:
  • Email: Thank you email with property details + brochure
• Day 3:
  • Task: Agent calls contact for feedback
• Day 5:
  • Email: "Still interested? Other viewings planned?"
• Day 10:
  • SMS: "Found other properties that fit?"
• Day 14:
  • Email: Final touch with call-to-action

Channel Strategy

• SMS: Urgent, short, actionable (max 2x per sequence)
• Email: Informative, longer, rich content (3-5x per sequence)
• Tasks: For personal contact (calls, meetings)
• WhatsApp: Rich media (photos, videos, locations)

Combine Triggers

Start sequences based on behavior:

• Property viewed: Property alert sequence
• Email opened 3x: Hot lead → SMS sequence
• Link clicked: Interested → Viewing sequence
• Form submitted: New lead → Welcome sequence
• Deal stagnant 7 days: Re-engagement sequence

Sequence Performance Dashboard

1. Go to Automation > Sequences
2. Click on an active sequence
3. Dashboard shows:
   • Enrolled contacts: Number in sequence
   • Active: Currently receiving emails
   • Completed: All steps finished
   • Stopped: Stopped early (reply, meeting, etc.)
   • Unsubscribed: Opted out

Per-Step Metrics

For each email in sequence:

• Sent: Number sent
• Open rate: % opened
• Click rate: % clicked
• Reply rate: % replied
• Bounce rate: % niet delivered
• Unsubscribe rate: % unsubscribed

Optimization Tips

Low open rate (< 20%)?

• Test other subject lines
• Change timing (morning vs afternoon)
• Improve sender name

High open, low click (< 3%)?

• Strengthen call-to-action
• Clearer buttons
• More relevant links

Many unsubscribes?

• Too frequent (increase delays)
• Too salesy (provide more value)
• niet relevant (better segmentation)

A/B Testing Sequences

1. Duplicate sequence
2. Change 1 variable:
   • Subject line
   • Timing (3 vs 5 day delay)
   • Content (short vs long)
   • CTA (direct vs soft)
3. Split 50/50 traffic
4. Run 2 weeks
5. Analyze results
6. Use winner for all traffic