10.14 General Workflow Best Practices for Real Estate

  • Start Simple, Then Iterate: Don't try to build overly complex workflows initially. Automate one core process (like new lead welcome), get it working reliably, then add more steps or complexity later.
  • Name Everything Clearly: Use descriptive names for your Workflows (e.g., "Buyer - Zillow Lead Initial Follow Up V1") AND for every single Action step within the workflow (e.g., "Send Welcome SMS", "Wait 3 Days", "Create Agent Task - Qualify Call"). This is vital for understanding and troubleshooting later.
  • Use Folders: Keep your workflows organized using folders based on purpose (Lead Type, Process, Nurture Type).
  • Thoroughly Customize Templates/Snapshots: Never activate a workflow from a recipe or snapshot without reviewing and tailoring every trigger filter, action setting, message content, assigned user, and link.
  • Plan Your Tags and Custom Fields: Use a consistent strategy (See 3.13). Automate tag application and field updates within workflows whenever possible.
  • Leverage Custom Values: Use global Custom Values ({{custom_values...}}) for things like booking links, brokerage phone numbers, or standard disclaimers to make updates easier.
  • TEST, TEST, TEST!: Before publishing a workflow to run on real leads/clients, test it rigorously. Use test contacts, manually trigger the workflow (if possible), go through all If/Else branches. Check:
    • Did the workflow trigger correctly?
    • Did messages send? Was the content correct? Did personalization work? Did links work?
    • Did wait times execute as expected?
    • Were tags added/removed correctly?
    • Were opportunities created/updated in the right pipeline/stage?
    • Were tasks created and assigned to the right user?
    • Check the Execution Logs for your test contact for any errors.
  • Remember Publish AND Save: A workflow must be toggled to Published AND you must click the Save button for it to be active and run.
  • Manage Wait Steps: Use Timeouts for conditional waits (Wait for Reply). Handle the Timeout path appropriately. Use Event / Appointment Time waits for precise reminder timing relative to appointments. Use Time Windows (in Workflow Settings) to restrict message sending to specific days/hours to respect quiet hours and business operations.
  • Control Workflow Sequences: Use the Remove from Workflow action strategically. For example, when a lead takes a desired action (books appointment, replies positively), remove them from the initial prospecting/nurture workflow to avoid sending irrelevant messages.
  • Incorporate Human Touchpoints: Don't automate everything. Use Manual SMS, Manual Call, or Add Task actions at strategic points to ensure agents personally interact with qualified leads or clients during critical stages. Use Internal Notifications effectively to prompt agent action. Use Assign to User for clear responsibility.
  • Prioritize Compliance: Ensure automated messages (SMS/Email) respect consent requirements (opt-ins). Include opt-out mechanisms (STOP language, unsubscribe links). Workflows should respect DND settings.

Following these practices will help you build effective, reliable, and compliant automations that significantly benefit your real estate agency.