10.4 Workflow Actions (Real Estate Examples: Send SMS/Email, Add Task, Update Opp, Assign User)

Actions are the individual steps the workflow performs automatically after being triggered. There's a wide array of actions available; here are some of the most useful ones for real estate agencies, along with examples. Remember to rename actions descriptively!

Communication Actions (Reaching Out):

  • Send Email:
    • Purpose: Send automated emails for nurturing, confirmations, alerts, etc.
    • Configuration: Set From Name/Email, Subject. Compose body directly or select an Email Template. Use Custom Values ({{contact.first_name}}, {{contact.custom.property_address}}, {{appointment.start_time_formatted}}) extensively for personalization. Use Send Test Email.
    • RE Example: Send a market update email template to contacts tagged Past Client. Send a confirmation email with showing details using appointment custom values.
  • Send SMS:
    • Purpose: Send automated text messages for quick follow-ups, reminders, feedback requests.
    • Configuration: Select From number (LC Phone). Compose message or select an SMS Template/Snippet. Use Custom Values. Attach media (MMS) via URL or Media Library selection (mind size limits!). Ensure compliance (consent, Agency Name, STOP info).
    • RE Example: Send an instant "Thanks for your inquiry" text to a new website lead. Send an SMS reminder 2 hours before a scheduled showing using {{appointment.start_time_formatted}}.
  • Call:
    • Purpose: Initiate an automated outbound call connecting an assigned agent directly to the contact's phone number (sometimes called "call connect" or "forced call"). Use cautiously and ensure agent readiness.
    • Configuration: Select From number, potentially set whisper message for the agent. Requires agent to be logged into dialer. Ensure compliance regarding call times/consent.
    • RE Example: Trigger an immediate call connection to the assigned agent for a new "Hot Lead" tagged contact.
  • Voicemail (Voicemail Drop / Ringless Voicemail):
    • Purpose: Send a pre-recorded audio message directly to the contact's voicemail without ringing their phone.
    • Configuration: Select a pre-uploaded audio file (MP3/WAV) from the Media Library. Requires consent in some areas. Not guaranteed delivery. Incurs cost.
    • RE Example: Leave a less urgent follow-up message for warm leads who haven't responded recently.
  • Manual SMS / Manual Call (CRUCIAL for Agent Involvement):
    • Purpose: Instead of sending automatically, these actions create a task for the assigned agent to manually review and send the pre-composed SMS or initiate the call. Ensures a human touchpoint and allows agent customization before sending/calling.
    • How it Works: The task appears in the assigned agent's Conversations → Manual Actions queue. They click the task, review the pre-filled message/contact info, edit if needed, and then click Send/Call.
    • RE Example: After an initial automated sequence, add a Manual Call action tasking the agent to personally call the qualified lead. Add a Manual SMS action prompting the agent to send a personalized check-in text.
  • Send Internal Notification:
    • Purpose: Alert specific team members (agents, admin, broker) about important events via Email, SMS, or Push Notification to the Lead Connector app.
    • Configuration: Choose notification Type. Select Recipient(s) (Assignee, Specific User, Custom Email/Phone). Customize Subject/Message. Use custom values to provide context (e.g., "New Seller Lead Assigned: {{contact.name}} for property {{contact.custom.property_address}}. Call ASAP! {{contact.phone}}").
    • RE Example: Notify agent immediately via SMS when a new lead is assigned to them. Notify broker via email when an opportunity value exceeds a certain threshold.
  • Send Review Request:
    • Purpose: Automatically ask for an online review after a positive outcome.
    • Configuration: Select Type (Email or SMS). The action uses the review link and message templates configured in Settings → Reputation Management.
    • RE Example: Triggered when Opportunity Status changes to Won, wait 3 days, then send review request.
  • WhatsApp: (If integrated)
    • Purpose: Send automated WhatsApp messages.
    • Configuration: Select a pre-approved Message Template (required if outside 24hr window) OR choose None - Free form (only works if 24hr window is active). Fill variables if using template.
    • RE Example: Send appointment reminders via WhatsApp template.

CRM Actions (Managing Data & Deals):

  • Create/Update Opportunity:
    • Purpose: Add a contact to a sales Pipeline, update the Stage of an existing deal, or change its Status (Won/Lost).
    • Configuration: Select Pipeline, Stage, optionally set Opportunity Name, Lead Value, Status, Owner (Assigned Agent), Source. Can use custom values.
    • RE Example: Triggered by new lead form -> Create Opportunity in Seller Pipeline, stage New Lead. Triggered by Appointment Status = Showed -> Update Opportunity stage to Consultation Held. Triggered by Document Signed -> Update Opportunity stage to Agreement Signed.
  • Add Contact Tag:
    • Purpose: Apply organizational Tags to the contact.
    • Configuration: Select the tag(s) to add from your list.
    • RE Example: Add Hot Buyer tag if contact clicks a specific trigger link multiple times. Add Source: Website Valuation tag when that form is submitted. Add Attended Open House tag.
  • Remove Contact Tag:
    • Purpose: Clean up tags as contact progresses.
    • Configuration: Select the tag(s) to remove.
    • RE Example: Remove Prospect tag when Client tag is added. Remove Needs Initial Contact tag after first call task is completed.
  • Update Contact Field:
    • Purpose: Automatically change the value of a standard or Custom Field on the contact record.
    • Configuration: Select the field to update (e.g., Lead Status custom field, Buyer Timeline, standard Contact Type). Enter the new value (or select from dropdown).
    • RE Example: Update Lead Status from "New" to "Contacted" after first SMS is sent. Update Contact Type to "Past Client" when opportunity is marked Won.
  • Assign to User:
    • Purpose: Assign or reassign the Contact record (and potentially associated Opportunities if settings allow) to a specific team member. Essential for lead routing.
    • Configuration: Select the User (agent) to assign the contact to. You can choose a specific user, the contact's current owner (no change), or use advanced options like Round Robin distribution among a selected team.
    • RE Example: Based on Lead Source or Custom Field: Zip Code (using If/Else branches), assign the new lead to the agent responsible for that source or territory.
  • Add Note:
    • Purpose: Automatically log an internal note on the contact's record, documenting actions taken by the workflow. Provides context for team members.
    • Configuration: Type the note content. Use custom values for dynamic info (e.g., "Sent '7-day follow-up email' from Buyer Nurture workflow on {{now.date}}.").
    • RE Example: Add a note whenever a major nurture email is sent or a significant action (like updating opportunity stage) is performed by the workflow.
  • Add Task:
    • Purpose: Automatically create and assign follow-up Tasks for agents or team members. Ensures manual actions happen at the right time.
    • Configuration: Enter Task Title (use custom values!), Description, Assign To (specific user, contact's owner), and Due Date (e.g., immediately, in 1 day, specific date).
    • RE Example: After sending initial automated messages, create a task for the assigned agent: "Task Title: Call Hot Lead {{contact.name}}", Assign To: {{contact.owner.name}}, Due Date: Today. Create a task "Prepare CMA" assigned to the listing agent when a seller lead books an appointment.

Flow Control Actions (Directing the Workflow Path):

  • Wait:
    • Purpose: Pause the workflow sequence for a specified period or until a certain condition is met. Essential for timing follow-ups appropriately.
    • Configuration: Choose Wait Type:
      • Time Delay: Wait for a fixed duration (Minutes, Hours, Days).
      • Event / Appointment Time: Wait until a specific time relative to a booked appointment (e.g., "Wait until 1 Day Before Appointment Start Time"). Requires appointment trigger or linked appointment data.
      • Condition Met: Wait until specific criteria are true (e.g., Wait until Contact Tag includes Offer Submitted).
      • Contact Reply: (Specific action) Wait for the contact to reply to a preceding SMS or Email action within the workflow. Configure a Timeout period (e.g., wait 3 days for reply); if they reply, they go down one path; if they don't reply within the timeout, they go down the Timeout path.
    • RE Example: Wait 2 Days between follow-up emails. Wait until 1 Hour Before Appointment Start Time to send final SMS reminder. Wait until Contact Tag is Responded before stopping a nurture sequence.
  • If/Else:
    • Purpose: Branch the workflow into different paths based on specific conditions. Allows for personalized sequences and logic. Fundamental for advanced automation.
    • Configuration: Add the If/Else action. Define Segments (branches). For each branch (except the final "None" / default path), set conditions based on Contact Details, Custom Fields, Tags, Opportunity details, Workflow data, etc. Contacts meeting the conditions of a branch go down that path; otherwise, they proceed to the next branch or the "None" path.
    • RE Example:
      • Branch 1: IF Contact Tag includes Buyer THEN Send Buyer Nurture Email.
      • Branch 2 (Else If): IF Contact Tag includes Seller THEN Send Seller Nurture Email.
      • None (Else): Add Note "Contact type unknown".
      • Branch 1: IF Custom Field: Budget Max Greater than 1000000 THEN Add Tag Luxury Buyer AND Notify Broker.
      • None (Else): Proceed with standard follow-up.
      • Branch 1: IF Appointment Status is Showed THEN Add Tag Attended Showing AND Send Feedback Request.
      • None (Else - assumes No Show or Cancelled): Add Tag Missed Showing AND Send Reschedule Link Email.
  • Go To:
    • Purpose: Jump the contact to another specific action step within the same workflow. Use with caution to avoid creating infinite loops. Can be useful for consolidating common ending steps or re-routing based on conditions.
  • Remove from Workflow:
    • Purpose: Stop the current workflow sequence for the contact OR remove the contact from a *different* specified workflow.
    • Configuration: Choose Current Workflow or select another workflow from the list.
    • RE Example: When a lead books an appointment (triggering the Appointment Confirmation workflow), use Remove from Workflow action in *that* workflow to remove them from the initial "New Lead Nurture" workflow, preventing them from receiving further prospecting messages now that they've engaged.

Other Useful Actions:

  • Send Documents & Contracts: (If using Payments > Documents)
    • Purpose: Automatically send a specific e-signature document template to the contact.
    • Configuration: Select the Document Template (e.g., Listing Agreement, Buyer Rep Agreement). Assign recipient roles if needed.
    • RE Example: Triggered when Opportunity Stage changes to Listing Appt Held -> Send Document action for the Listing Agreement template.
  • Grant Offer / Revoke Offer: (If using Memberships)
    • Purpose: Automatically grant or remove access to specific Courses or Community Groups defined by a Membership Offer.
    • Configuration: Select the Offer to grant/revoke.
    • RE Example: Triggered when Opportunity Status changes to Won -> Grant Offer for the "VIP Client Resource Hub". Triggered when Contact Tag New Agent Hired added -> Grant Offer for the "New Agent Onboarding Program".
  • Facebook Conversion API / Add to Google AdWords:
    • Purpose: Send conversion data (e.g., lead captured, appointment booked, purchase made) back to advertising platforms for better tracking of ad performance and ROI. Requires initial setup of Pixels/Tags and conversion actions (See Chapter 17.3).
    • Configuration: Select the Pixel/Ad Account, choose the standard or custom Conversion Event name, map relevant user data fields.
  • Math Operation:
    • Purpose: Perform simple calculations using numerical contact or opportunity fields or custom values.
    • Configuration: Define variables (e.g., Opp Value, Commission Rate custom value), choose operation (+, -, *, /), store result in a Custom Field.
    • RE Example: Calculate Estimated Commission (Opportunity Value * custom_values.commission_rate) and store it in a custom field on the opportunity.
  • Date/Time Formatter:
    • Purpose: Change the format of date/time values (e.g., Appointment Start Time, Closing Date custom field) for use in messages.
    • Configuration: Select the date field, choose the desired output format (e.g., "MMMM d, YYYY" -> "October 26, 2024"; "hh:mm A" -> "02:30 PM"). Store formatted date in a custom field or use directly.
    • RE Example: Format the {{appointment.start_time}} value into a more readable format like "Tuesday, October 29th at 3:00 PM" before inserting it into an SMS reminder.