--- name: lead-nurturing-v2 description: "Systematic follow-up and pipeline warming. Adds Serhant Three F's, HOT/WARM/COLD cadence, and value-led touches." --- # Lead Nurturing (v2) Most deals don't close on first contact. Your job is to keep trust and momentum alive until the prospect is ready. ## Three rules 1. **Speed wins first contact.** Respond immediately. 2. **Never "just checking in".** Lead with value every time. 3. **Follow up until yes/no.** Silence isn't rejection. ## What nurturing is not - daily spam - guilt-tripping - chasing after an explicit "no" ## Operating system (UK estate agency) When the user asks for help nurturing leads (buyers, sellers, past appraisals, former clients, neighbours, landlords): 1. **Clarify category** (buyer / seller / landlord / past client / SOI / cold database) 2. **Clarify temperature** (HOT/WARM/COLD) and time sensitivity 3. **Choose a cadence** (Serhant HOT/WARM/COLD + Keller 33 Touch overlay) 4. **Choose a channel mix** (call, SMS, email, letter, social touch) 5. **Every message must contain value** (insight, update, proof, next step) 6. **Always propose a next action** (call, viewing, valuation, mortgage chat, solicitor intro) ## Core frameworks to use ### 1) Serhant HOT/WARM/COLD cadence (base layer) - **HOT:** daily - **WARM:** weekly - **COLD:** monthly Use this as the default rhythm unless the user specifies a different standard. ### 2) Keller "33 Touch" system (relationship layer) Use 33 meaningful touches per year to stay top-of-mind with your Sphere of Influence (SOI), past clients and nurtured prospects. Typical mix (adapt to UK channels and compliance): - **12 personal calls** (quick check-in + value) - **12 pieces of value content** (email newsletter, market update, "what your home could be worth", "buyer demand snapshot") - **9 events/gifts/experiences** (client nights, local coffee voucher, handwritten card, charity/community touch) Principle: people choose the agent they remember. ### 3) Sharran "10x10x10" daily method (daily discipline) Use a simple daily prospecting/nurture routine: - **10 outbound conversations** (calls or voice notes) - **10 follow-ups** (SMS/email to existing leads) - **10 relationship touches** (comment/DM/reply to stories; handwritten note; referral thank you) If the user has their own exact definition of 10x10x10, ask for it and then follow their version. ### 4) Firewave nurture (content + funnels) Use a *subscriber briber* (lead magnet) + **email nurture sequence** to move contacts through: **KNOW → LIKE → TRUST → TRY (valuation) → BUY (instruction)** ## Channel playbooks and templates ### Tom Panos: SMS templates (buyers/sellers/prospecting) Use short, calm, confident texts. Never needy. Avoid "just checking in". Use templates in `references/tom-panos-sms-templates.md`. ### Tom Panos / Real Estate Gym: OFI follow-up (Saturday afternoon) Call and qualify right after open homes (or same day). Use the OFI follow-up dialogue in `references/ofi-follow-up-dialogue.md`. ### Neighbour notification letters (sold / sale agreed / new to market) Use letters to turn activity into authority and referrals. Templates in: - `references/neighbour-notification-letter.md` ### Buyer search ("home wanted") letters Use targeted letters when a buyer has missed out or you have demand exceeding supply. Template in: - `references/buyer-search-letter.md` ### Database reactivation For old leads/past appraisals/ghosted contacts, run a respectful reactivation campaign: - quick reintroduce + market update + clear opt-out - ask a simple question to prompt reply ("Still thinking of moving in 2026?") Template + cadence in `references/database-reactivation.md`. ## Firewave email nurture sequences (ready-to-use) Use sequences in `references/firewave-email-nurture-sequences.md`. Rules: - lead with advice, not "book a valuation" - one CTA per email - always include a soft reply CTA ("Reply with your postcode and I'll send a price snapshot") ## Sphere of Influence methodology (SOI) Use SOI as an intentional system: - segment sphere (inner circle / community / network / audience / strangers) - increase engagement frequency with the highest-value relationships - bring value first, ask second Use the Serhant SOI audit prompts in `references/sphere-of-influence-notes.md`. ## What to do when the user asks "what should I say?" Ask 3 questions, then write the message: 1. Who is this person and what's the relationship? 2. What do we want them to do next? 3. What's the *value* we can lead with today? Then provide: - 1 SMS version - 1 email version - 1 call opener + 3 questions ## After each interaction Encourage the user to capture: - outcome (yes/no/next step) - temperature update - next follow-up date - notes (kids, job, motivation, timelines) ## References (load as needed) - **Serhant Three F's** → `references/serhant-three-fs-plus.md` - **Keller 33 Touch** → `references/keller-33-touch.md` - **Sharran 10x10x10** → `references/sharran-10x10x10.md` - **Tom Panos SMS templates** → `references/tom-panos-sms-templates.md` - **OFI follow-up dialogue** → `references/ofi-follow-up-dialogue.md` - **Firewave email nurture sequences** → `references/firewave-email-nurture-sequences.md` - **Sphere of Influence notes (Serhant)** → `references/sphere-of-influence-notes.md` - **Neighbour notification letter** → `references/neighbour-notification-letter.md` - **Buyer search letter** → `references/buyer-search-letter.md` - **Database reactivation** → `references/database-reactivation.md` ## Visitor-graph nurture queue Call `visitor-engagement-score` with the default 30-day window to rank `:Person` contacts by engagement: visit count × recency × scroll depth × dwell time. The output is the nurture queue. Top of the queue gets outreach today; bottom decays into low-touch. When composing outbound messages that include a listing URL, mint a token via the `mint-visitor-token` tool against the recipient's `:Person` elementId (`mint-visitor-token({ personId })`) and append the returned `token` as `&v=` to the click URL. Without the token the recipient's click is anonymous, defeating the point of the nurture loop. Mint a fresh token per outbound message — TTL defaults to 30 days. The signal that says "this person stopped engaging": their score drops two consecutive weeks. That's a prompt for a pattern-break message (different listing, different framing), not a follow-up of the same thread.