Workflows

Automate lead communication with custom message campaigns

Workflows allow real estate professionals to automate and streamline their lead engagement efforts. By using workflows, you can create a series of email, text, or scheduled follow-up actions designed to maintain relevance, nurture leads effectively, and tailor your communication strategy to each lead’s unique needs.

Table of Contents

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What Are Workflows, and Why Are They Essential for Lead Engagement?

Workflows are predefined sequences of communication and follow-up tasks designed to ensure your leads receive consistent, timely, and relevant touchpoints throughout their journey. They streamline lead management by automating key actions such as:

• Automated Emails: Deliver scheduled email campaigns to share valuable content, property updates, or market insights.
• Automated Text Messages: Send personalized text messages to prompt engagement or provide quick updates.
• Follow-Up Tasks: Schedule tasks for yourself or your team to call or manually check in with leads.

By combining these tools, workflows provide a well-rounded, multi-channel approach to lead engagement.

Workflows are essential in real estate because timing and relevance are critical to converting leads into clients. They enable you to:

• Stay Top of Mind: Consistently engage leads with timely communication, keeping your business relevant without overwhelming them.
• Personalize Communication: Tailor workflows based on lead behavior, preferences, and stage in the buying or selling journey.
• Save Time: Automate routine follow-ups, freeing you to focus on high-value activities such as in-person meetings or closing deals.

When used effectively, workflows help you nurture leads efficiently, build stronger relationships, and increase your conversion rates.

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Accessing the Workflow Creation Library

1. Go to leads.realgeeks.com
2. From the dashboard, click the Automations menu
3. Click Drip Workflow to enter the workflow setup

Click New Workflow to start creating a new campaign. You’ll be presented with three options for generating your workflow:

• Blank Workflow: Create a workflow from scratch
• Workflow from Library: Select a pre-designed workflow from the library
• Copy Existing Workflow: Duplicate a workflow you've already customized and use it as a template for a new campaign

Using a Workflow From the Library

The Workflow from Library allows you to browse a collection of prebuilt campaigns tailored to common lead scenarios, such as new lead follow-ups or re-engagements. Select a campaign, preview the steps included, and customize the messages or timing as needed to align with your goals. Once finalized, the workflow is ready to assign to your leads, saving you time while maintaining flexibility.

Creating a Blank Workflow (custom workflow)

Building a workflow from scratch in Real Geeks allows agents to create fully customized campaigns tailored to their specific business needs and lead engagement strategies. 

Copying an Existing Workflow

Copying an existing workflow is useful when you want to quickly repurpose a successful campaign for different lead scenarios. This approach allows you to make minor tweaks to suit various lead segments, saving time while retaining proven strategies.

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Customizing Your Workflow

Customizing your workflow settings is the first step in creating an effective and targeted campaign. By tailoring key details—such as naming the workflow, setting up triggers for lead assignment, and defining how the workflow responds to lead interactions—you can ensure your campaigns align with your business goals and provide a seamless experience for your leads.

Add a Workflow Name

Choose a clear, descriptive name to identify the workflow easily. A good name should reflect the campaign’s purpose or target audience.

Set Up Triggers

Campaign triggers determine how leads are subscribed to workflows, helping ensure they receive the right communication for their needs. Real Geeks offers two options for assigning leads to workflows:

Manual Assignment

Manual assignment gives agents the ability to select the most fitting campaign for each lead, allowing for a more tailored approach. This method is especially beneficial in various situations where specific context is necessary, such as when a lead shows interest in a specific property, needs follow-up after a face-to-face meeting, or is looking for professionally crafted neighborhood guides available on your website.

With manual assignment, agents can adapt quickly to unique lead circumstances, ensuring that the communication is timely and personalized.

 

Automated Workflow Assignment

Automated assignment streamlines lead engagement by automatically enrolling leads in workflows based on predefined criteria, including:

Lead Source: Leads are automatically added to workflows based on their source when they are captured in the CRM.

Assigned Agent: Workflows can also be triggered automatically based on the agent assigned to the lead. For example, leads distributed via a round-robin system can be assigned to specific workflows linked to their assigned agent.

Common Sources and Lead Types

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Configure Lead Response

Keep Workflow Active

With this setting, the workflow continues as scheduled, regardless of whether the lead replies to a message.

• When to Use: This option is ideal for campaigns where consistent follow-up is critical, such as long-term nurture or informational campaigns that provide ongoing value. For example, if a lead replies with a simple acknowledgment but hasn’t explicitly engaged, keeping the workflow active ensures they continue receiving valuable updates.
• Best Practices: Monitor lead responses and adjust communication as needed. This setting requires proactive attention from agents to avoid duplicating or overwhelming communication.

Pause Workflow on Communication

With this setting, the workflow automatically pauses when a lead responds, ensuring that automated messages don’t interfere with ongoing personal interactions.

• When to Use: Use this option for workflows where personalized communication is key, such as:
  • Active buyers or sellers needing tailored follow-ups.
  • High-priority leads who respond quickly and require immediate attention.
• Benefits: This approach prevents redundant or irrelevant automated messages, helping agents provide a more human and customized experience.

Agents have the flexibility to manually pause the workflow at any point if they wish to take over the communication fully. These paused workflows can be resumed at any time, allowing automated messages to continue from where they left off. This feature proves beneficial in scenarios such as:

• When the lead has finished their personalized interaction, and the subsequent automated follow-ups are still pertinent.
• When the agent assesses that the upcoming steps in the workflow would provide valuable information without requiring additional manual intervention.

Once you’ve chosen the appropriate response settings, click Continue to move to the next step.

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Add/Edit Steps in Your Workflow

Each step in a workflow is an opportunity to connect with leads in a meaningful way. Real Geeks allows you to use three main types of steps—emails, text messages, and follow-up reminders—to create a balanced and engaging communication strategy. Here’s how to make the most of each step:

Email

Emails are used to share valuable insights, educational content, or important updates that help build trust and keep your leads informed. Unlike your system's Saved Search feature, workflow emails focus on nurturing relationships and guiding leads through their journey.

Text

Text messages offer a direct, quick way to connect with leads, perfect for time-sensitive or conversational outreach.

Best Practices:

• Keep texts short, conversational, and actionable.
• Avoid sending multiple messages in a short time to prevent overwhelming the lead.
• Use texts strategically for leads who prefer quick communication.

Follow Up Reminders

Follow-up reminders help agents stay on track by prompting manual actions like making a call, sending a personalized email, or reviewing a lead’s profile.

 

After you have configured all the steps, messages, and conditions, click the Publish button to activate the workflow. This action will make the workflow operational and ready to connect with your leads.

By completing these steps, you will be able to develop highly effective workflows that not only align with your business objectives but also enhance engagement with your leads.

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Editing Your Workflow

Workflows in Real Geeks are designed to be flexible, allowing you to make adjustments even after they’ve been published. Whether you need to tweak messaging, adjust timing, or add new steps, you can refine your workflows to ensure they stay relevant and effective.

Workflows can be edited at any time, ensuring you can adapt to evolving business needs, changing lead behaviors, or new market conditions. Once you’ve made updates, the changes will apply to all future leads assigned to that workflow, keeping your campaigns effective and up-to-date.

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Assign Leads to a Workflow in Bulk

Assigning workflows to a group of leads at once is an efficient way to manage large numbers of leads. It ensures consistency in communication, helping you automate engagement for multiple leads while maintaining uniformity across your messaging. This approach is best for segmented campaigns or when you need to scale your outreach.

How to subscribe multiple leads to a workflow:

1. Visit the leads list page of the CRM
2. Identify your list of leads using the Lead Filter system
3. Click Bulk Actions
4. Select Workflow-Drip
   
   
   
5. Choose your Workflow in the Campaign menu
6. Select Subscribe (this should be selected by default)
7. Click Next
   
8. Click Change Subscription
   
   
   

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Best Practices

To maximize the effectiveness of workflows in Real Geeks, approach them strategically by creating tailored campaigns that engage every lead meaningfully and timely. Whether nurturing long-term sellers, re-engaging inactive buyers, or following up with referrals, best practices keep you organized and deliver consistent value. This section provides actionable tips to build, refine, and optimize your workflows for enhanced engagement and lead conversion.

Create Campaigns for Any and Every Scenario

Having workflows for a variety of scenarios ensures that every lead is nurtured consistently, no matter where they are in their buying or selling journey. Instead of relying on one-off messages, create entire campaigns that connect with leads over time, building trust and maintaining engagement throughout their decision-making process.

Each campaign should include multiple touchpoints—emails, text messages, and follow-up reminders—to keep the conversation going and guide leads seamlessly through their journey.

Examples of Scenarios to Cover

New Buyer Leads

Introduce yourself and guide buyers through the initial stages of their home search, establishing yourself as a trusted resource over time.

• Example: “Welcome to [Your Website]! I’m here to help you find the perfect home.”
  • Day 1: Send a welcome email.
  • Day 3: Send a text offering assistance with property searches.
  • Day 7: Schedule a follow-up call reminder to discuss their goals.

Leads Interested in Specific Neighborhoods

Create campaigns that share ongoing updates and insights specific to a neighborhood of interest.

• Example: “Discover what makes [Neighborhood Name] a great place to live.”
  • Week 1: Email highlighting neighborhood amenities and listings.
  • Week 2: Send a text with market updates for the area.
  • Week 3: Assign a call reminder to discuss their preferences in more detail.

Referral Clients

Build trust with leads referred by past clients by staying in touch and demonstrating personalized attention over time.

• Example: “Thanks for connecting with me through [Referrer Name]! I’d love to help you reach your real estate goals.”
  • Day 1: Send a personalized welcome email.
  • Day 5: Text to check in and ask if they have any immediate questions.
  • Day 10: Schedule a call to discuss their timeline or needs.

Buyers Without Financing Approval

Educate and guide leads through the pre-approval process while staying connected as they take this critical step.

• Example: “Getting pre-approved is the first step in your home-buying journey—here’s how I can help.”
  • Day 1: Email explaining the pre-approval process and recommending lenders.
  • Day 4: Text offering to connect them with trusted mortgage professionals.
  • Day 10: Assign a reminder to follow up and check their progress.

Inactive Leads

Re-engage leads who haven’t interacted recently by sharing valuable updates that encourage them to reconnect over time.

• Example: “It’s been a while—here’s what’s new in the market that might interest you.”
  • Month 1: Send an email with local market updates or featured properties.
  • Month 2: Text with a personalized invitation to discuss their real estate goals.
  • Month 3: Assign a reminder to call and offer assistance.

Past Clients

Stay top-of-mind with past clients by maintaining communication over time, fostering relationships that lead to referrals and repeat business.

• Example: “I hope you’re loving your new home! If you know anyone who’s thinking about buying or selling, I’d love to help them.”
  • Month 1: Send a thank-you email with a request for a review.
  • Month 3: Email with local real estate news or market trends.
  • Month 6: Assign a reminder to check in with a personalized call.

 

Prioritize Text Messaging for Engagement

Text messaging is one of the most effective communication tools for engaging leads. With high open rates and quick response times, texts offer a direct and personal way to connect, making them an essential part of your workflow strategy. In fact, texting often outperforms email in terms of engagement, second only to phone calls.

Best Practices for Text Messaging

• Timing Matters: Send texts during normal business hours to ensure they’re well-received.
• Don’t Overdo It: Avoid overwhelming leads by spacing out your messages appropriately within the workflow.
• Personalize Messages: Reference the lead’s name, interests, or recent activity to make texts feel relevant.
• Include a Call-to-Action: Clearly state the next step you want the lead to take, such as replying, scheduling a call, or visiting your website.
• Monitor Responses: Be ready to pause the workflow and take over the conversation if the lead responds to a text.

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