Lead Follow-Up Sequence — The 30-Day System

Upgraid · Lead Follow-Up Sequence Snapshot

Section 05

05 — The Core Deliverable

Complete Copy For Every Touchpoint, All 3 Industries

Below is every message, fully written, for three industries: Home Services (HVAC / plumbing / roofing), Property Management (owner-client leads), and Professional Services (a law firm example — the same structure applies to accounting and consulting). Swap in your own business details and this is ready to load into your workflow today.

■ Important — Merge Fields

Every message below uses merge fields in double curly braces — {{first_name}}, {{owner_first_name}}, {{business_name}}, {{business_phone}}, {{service_type}}, and {{property_address}} where relevant. These map directly to GoHighLevel or n8n contact fields. Replace them with your actual field names when you build, or leave them as-is if your field names already match.

✓ Tip — Send Window

Restrict SMS sends to 8:00am–8:00pm in the lead's local time zone. This is both a TCPA best practice and simple good manners — a 2:00am text about an HVAC repair does more damage than good, no matter how good the copy is. In GHL, set this under the workflow's "Business Hours" setting per SMS action.

Home Services (HVAC / Plumbing / Roofing)

Property Management

Professional Services (Law Firm)

Day 0 — Immediate

SMS

Purpose: instant acknowledgment within 60 seconds. Triage urgency, set a human tone despite being automated.

Home Services

Hi {{first_name}}, this is {{owner_first_name}} with {{business_name}}. Got your request — thanks for reaching out. Is this urgent, or can it hold a day? Reply here and we'll get you on today's schedule. Reply STOP to opt out.

226 characters · 2 segments

Property Management

Hi {{first_name}}, this is {{owner_first_name}} with {{business_name}} Property Management. Thanks for reaching out about {{property_address}}. Is the unit vacant now or currently occupied? Reply here anytime. Reply STOP to opt out.

232 characters · 2 segments

Professional Services

Hi {{first_name}}, this is {{owner_first_name}} with {{business_name}} Law. Thanks for reaching out — we received your case inquiry. In one line, what's the situation? We respond to every inquiry personally. Reply STOP to opt out.

230 characters · 2 segments

Day 0 + 1 Hour

Purpose: value-add email that sets expectations for exactly what happens next.

Home Services

Subject: Here's exactly what happens next, {{first_name}}

Hi {{first_name}}, Thanks for reaching out to {{business_name}}. Here's what happens from here so you're not left wondering: 1. We review your request and match you with the right technician for the job. 2. You'll get a call or text to confirm an arrival window — usually within 24 hours, sooner if it's urgent. 3. Your technician shows up on time, diagnoses the issue, and gives you a flat-rate price before any work starts. No surprise charges. 4. If you approve the work, we fix it the same visit in most cases. If anything changes on your end, just reply to this email or call/text us directly at {{business_phone}}. Talk soon, {{owner_first_name}} {{business_name}}

Property Management

Subject: What happens next for {{property_address}}

Hi {{first_name}}, Thanks for reaching out about property management for {{property_address}}. Here's exactly what happens next: 1. We pull comparable rental data for your area and put together a market rent analysis — what your property should realistically lease for. 2. We review the property (in person or from photos/details you send) to flag anything that could slow down leasing or lower rent. 3. We send you a management proposal: our fee structure, what's included (marketing, screening, maintenance coordination, rent collection), and a projected timeline to get it filled if it's vacant. 4. We answer every question before you sign anything. No pressure, no confusing long-term lock-in language. Most owners get their proposal within 2 business days. If you want to fast-track it, reply with the best number to reach you and we'll call directly. {{owner_first_name}} {{business_name}} Property Management

Professional Services

Subject: Your case review — what happens next

Hi {{first_name}}, Thank you for reaching out to {{business_name}} Law. We take every inquiry seriously, and here's exactly what happens from here: 1. An attorney — not a call center — personally reviews the details you submitted. 2. We follow up to ask any clarifying questions, by phone or email, whichever you prefer. 3. We schedule your free case evaluation, where we'll tell you honestly whether you have a case, what it could be worth, and what the process looks like. 4. Everything you share with us is confidential, whether or not you ultimately decide to work with us. If your situation is time-sensitive, reply to this email or call {{business_phone}} directly and we'll prioritize you. {{owner_first_name}} {{business_name}} Law

Day 1

SMS

Purpose: check-in message. Confirm the need is still live and invite a low-friction reply.

Home Services

Hi {{first_name}}, checking in — did you still need help with your {{service_type}}? We've got availability this week. Reply YES and we'll get you booked, or let us know if you already got it handled.

200 characters · 2 segments

Property Management

Hi {{first_name}}, following up on {{property_address}}. Still looking for a property manager, or did you already make a decision? Happy to answer any questions before you do.

175 characters · 2 segments

Professional Services

Hi {{first_name}}, following up on your inquiry. Still want to talk through your situation? Evaluations are free and there's no obligation. Reply YES and we'll get you on the calendar this week.

194 characters · 2 segments

Day 3

Purpose: social proof / testimonial-driven email. Build trust with a specific, believable result.

Home Services

Subject: "They showed up same day and fixed it right"

Hi {{first_name}}, I wanted to share what a recent customer told us after we replaced his failing AC unit last month: "I called three companies. {{business_name}} was the only one who showed up same day, gave me a real price on the spot, and didn't try to upsell me on stuff I didn't need. Unit's been running perfect since." That's the standard we hold every job to — upfront pricing, no scare tactics, and work we stand behind with a written warranty. If you're still deciding who to call for your {{service_type}}, we'd like the chance to earn your business the same way. Reply to this email or call {{business_phone}} and we'll get you scheduled. {{owner_first_name}} {{business_name}}

Property Management

Subject: How we filled a vacant unit in 11 days for another owner

Hi {{first_name}}, Here's a quick story that might be relevant to your decision. An owner came to us with a unit that had been sitting vacant for almost two months — the previous manager had it priced wrong and the listing photos were outdated. Within 11 days of taking it over, we had it re-priced correctly, professionally photographed, listed across the major rental platforms, and leased to a screened tenant. Here's what the owner told us afterward: "I was losing money every day that unit sat empty. {{business_name}} fixed the pricing, fixed the listing, and had it rented in under two weeks. I should have switched sooner." If {{property_address}} is sitting vacant, or you're just not getting the return you expected from your current management, we'd like to show you what we'd do differently. Reply to this email or call {{business_phone}}. {{owner_first_name}} {{business_name}} Property Management

Professional Services

Subject: What a recent client said after working with us

Hi {{first_name}}, I wanted to share this because it reflects exactly how we handle every case: "I was nervous about even reaching out — I didn't know if what happened to me was worth pursuing. {{owner_first_name}} and the team at {{business_name}} Law walked me through everything in plain English, never pressured me, and got me a result I didn't think was possible. I recommend them to anyone who's unsure where to start." That's the approach we take with every case: honest evaluation first, pressure never. If you're still weighing whether to move forward, that free case evaluation still stands — no cost, no obligation, and you'll walk away knowing exactly where you stand. Reply to this email or call {{business_phone}} to get on the calendar. {{owner_first_name}} {{business_name}} Law

Day 5

SMS

Purpose: different angle / specific offer. Remove a likely objection with something concrete.

Home Services

Hi {{first_name}}, {{owner_first_name}} here. If cost is the holdup — we offer 0% financing on repairs/replacements over $500, and every diagnostic fee is waived if you move forward with us. Want details? Reply YES.

215 characters · 2 segments

Property Management

Hi {{first_name}}, {{owner_first_name}} here. If you're comparing management companies — we'll manage {{property_address}} at your current rate for the first 60 days, no long-term contract, so you can see the difference risk-free. Interested?

242 characters · 2 segments

Professional Services

Hi {{first_name}}, {{owner_first_name}} here. Know that our case evaluations are 100% free, and on most case types you pay nothing unless we win. Cost shouldn't be why you don't call. Reply YES to schedule.

206 characters · 2 segments

Day 7

Purpose: FAQ / objection-handling email. Answer the questions quietly stalling the decision.

Home Services

Subject: The questions people ask us before booking (answered)

Hi {{first_name}}, If you're still deciding whether to move forward, here are the questions we get most: "Is the diagnostic fee real, or is it a bait-and-switch?" It's real, and it's waived completely if you approve the repair. You'll always know the price before we touch anything. "What if the fix is expensive and I can't pay it all at once?" We offer 0% financing on approved repairs and full system replacements over $500. No credit surprises — approval takes about 2 minutes. "How do I know you won't just try to sell me a new system?" We repair what can be repaired. We only recommend replacement when it's genuinely the better financial decision for you, and we'll show you the math. "What's your warranty?" Every repair is backed by a minimum 1-year labor warranty, and manufacturer warranties apply on top of that for parts and new equipment. Still have a question that's not here? Just reply to this email — {{owner_first_name}} reads these personally. {{owner_first_name}} {{business_name}}

Property Management

Subject: What owners usually ask before switching management companies

Hi {{first_name}}, Switching (or choosing) a property manager is a real decision, so here are the questions we hear most from owners like you: "What if I'm not happy — am I locked into a contract?" No long-term lock-in. We earn your business every month, not through a contract that traps you. "How do you screen tenants?" Full credit, background, eviction history, and income verification (we require 3x rent in verifiable income) on every applicant before approval. "What happens if something breaks at 2am?" We handle maintenance coordination and emergency dispatch directly — you don't get the call, we do. "How much does this actually cost me?" Our management fee is a percentage of collected rent — you can see the exact number on your proposal, with no hidden markups on maintenance. "What if my property is currently vacant — do you still take it on?" Yes, and it's often where we add the most value, since we control the pricing and marketing from day one instead of inheriting someone else's mistakes. Reply to this email with any question we didn't cover — {{owner_first_name}} reads every reply personally. {{owner_first_name}} {{business_name}} Property Management

Professional Services

Subject: Questions people usually have before calling a lawyer

Hi {{first_name}}, We know reaching out about a legal situation isn't easy, so here are honest answers to what people usually want to know before they call: "Do I actually have a case?" That's exactly what the free evaluation is for. We'll tell you honestly, even if the answer is no. "What does this cost me?" On most case types, you pay nothing upfront and nothing at all unless we win. We'll be specific about fees for your situation during the evaluation. "What if I'm not sure I want to move forward yet?" That's fine. The evaluation is informational — there's no obligation to hire us afterward. "How long does something like this usually take?" It depends on your specific situation, but we'll give you a realistic timeline during your evaluation, not a vague guess. "Is what I tell you confidential?" Yes — always, whether or not you decide to work with us. If you have a question we didn't cover, just reply to this email. {{owner_first_name}} reads every message personally. {{owner_first_name}} {{business_name}} Law

Day 10

SMS

Purpose: urgency without pressure. A real, honest reason to act now — not a manufactured scare tactic.

Home Services

Hi {{first_name}}, quick heads up — our schedule fills up fast this time of year, and issues like {{service_type}} usually don't get better on their own. No pressure, just don't want you stuck waiting. Reply YES to grab a slot. Txt STOP to opt out.

248 characters · 2 segments

Property Management

Hi {{first_name}}, just a heads up — every day {{property_address}} sits without a manager or vacant is rent you can't get back. No pressure, just wanted you to have the full picture. Reply YES if you'd like to move forward.

224 characters · 2 segments

Professional Services

Hi {{first_name}}, some case types have filing deadlines that are stricter than people expect. Not trying to pressure you — just want to make sure you don't lose options by waiting. Reply YES to get on the calendar this week.

225 characters · 2 segments

Day 14

Purpose: the last personal reach-out, written as if from the business owner directly. Breaks the automated pattern.

Home Services

Subject: A personal note from {{owner_first_name}}

Hi {{first_name}}, I don't usually write these myself, but I wanted to reach out directly. I started {{business_name}} because I was tired of seeing homeowners get overcharged and underserved by big companies that treat every call like a sales opportunity. We do things differently — flat-rate pricing, technicians who explain what's actually wrong, and no pressure to buy things you don't need. I noticed you reached out a couple weeks ago about your {{service_type}} and we haven't connected yet. If timing wasn't right, no worries at all. But if it's still an issue, I'd genuinely like to help — just reply to this email and it'll come straight to me, not a call center. {{owner_first_name}} Owner, {{business_name}}

Property Management

Subject: A personal note from {{owner_first_name}}, owner of {{business_name}}

Hi {{first_name}}, I wanted to reach out to you directly instead of another automated check-in. I started {{business_name}} because I managed my own rental properties for years and got frustrated by management companies that nickel-and-dimed owners and disappeared the moment something went wrong. We built our company to be the kind of manager I wish I'd had — transparent fees, real communication, and owners who actually get their calls returned. I saw you reached out about {{property_address}} a couple weeks back and we haven't connected. If your situation changed, that's completely fine. But if you're still deciding, I'd like to personally walk you through what we'd do differently — reply to this email and it comes straight to me. {{owner_first_name}} Owner, {{business_name}} Property Management

Professional Services

Subject: A personal note from {{owner_first_name}}

Hi {{first_name}}, I wanted to reach out personally rather than send another automated message. I started {{business_name}} Law because too many people I met had put off getting help for something that mattered, either because they thought it would be too expensive or because they didn't think anyone would take their situation seriously. We built this firm to be approachable first — free evaluations, honest answers, and attorneys who actually explain what's happening instead of talking around it. I noticed you reached out a couple weeks ago and we haven't yet connected. If your situation has resolved, I'm glad to hear it. But if it hasn't, I'd like to personally make sure you get the evaluation you were looking for — just reply to this email and it comes directly to me. {{owner_first_name}} Owner, {{business_name}} Law

Day 21

SMS

Purpose: soft re-engagement. Low-pressure, keeps the door open without pushing.

Home Services

Hi {{first_name}}, {{owner_first_name}} here — no hard sell, just checking if you still need help with your {{service_type}} or if it got resolved. Either way, good to know. Reply anytime.

188 characters · 2 segments

Property Management

Hi {{first_name}}, {{owner_first_name}} here — just checking in on {{property_address}}. Did you find a management solution, or is it still an open question? Happy to help whenever the timing's right.

200 characters · 2 segments

Professional Services

Hi {{first_name}}, {{owner_first_name}} here — just checking whether your situation got resolved or if you'd still like that free case evaluation. No pressure either way, just wanted to check in.

195 characters · 2 segments

Day 30

Purpose: final follow-up, closing the loop. Respectfully ends the sequence and leaves the door open.

Home Services

Subject: Closing the loop, {{first_name}}

Hi {{first_name}}, It's been about a month since you first reached out to {{business_name}} about your {{service_type}}, and I wanted to close the loop rather than leave things hanging. If you already got it handled — no worries at all, and thanks for considering us. If it's still unresolved, our offer stands: upfront flat-rate pricing, a waived diagnostic fee when you move forward, and 0% financing available on larger repairs. This will be our last check-in unless you reach back out, but we're one call or text away whenever the timing's right: {{business_phone}}. {{owner_first_name}} {{business_name}}

Property Management

Subject: Closing the loop on {{property_address}}

Hi {{first_name}}, It's been about a month since you first reached out about management for {{property_address}}, and I wanted to close the loop instead of leaving it open-ended. If you've already found a solution, I hope it's working out well for you. If {{property_address}} is still unmanaged, still vacant, or you're still weighing your options, our offer still stands — including the 60-day rate match with no long-term contract required. This will be our last check-in for now, but reach out anytime and we'll pick up right where we left off: {{business_phone}}. {{owner_first_name}} {{business_name}} Property Management

Professional Services

Subject: Closing the loop on your inquiry

Hi {{first_name}}, It's been about a month since you first reached out to {{business_name}} Law, and I wanted to close the loop rather than let it go unanswered. If your situation has been resolved, I'm genuinely glad to hear it. If it hasn't, the free case evaluation is still available whenever you're ready — no cost, no obligation, and no pressure to decide anything on the spot. This will be our last scheduled check-in, but we're always reachable at {{business_phone}} whenever the timing is right for you. {{owner_first_name}} {{business_name}} Law

Upgraid · Lead Follow-Up Sequence Snapshot

Section 06

06 — Build Guide

Building This In GoHighLevel

Follow this exactly, in order. Each Wait step's duration is calculated relative to the step immediately before it, not relative to Day 0 — that distinction matters and is called out at every step.

Trigger

1. Create a new workflow

Go to Automation → Workflows → Create Workflow → Start from Scratch. Name it "Lead Follow-Up Sequence — 30 Day."

Set the trigger to Form Submitted (or Facebook Lead Ads / Google Lead Form / Call Ended — Missed Call, depending on your lead source). Select the specific form or source you want this sequence tied to.

Add a first action: Add Tag → apply "Follow-Up Sequence — Active." This tag is what your exit-condition workflows (Section 07) will check for and remove.

Action

2. Send SMS — Day 0 touchpoint

Add action → Send SMS. No Wait step before this — it fires immediately when the trigger runs, which is what gets you the sub-60-second response time. Paste the Day 0 SMS copy for the relevant industry from Section 05.

Send from your A2P 10DLC-registered number. Confirm "Reply STOP to opt out" language is present in this first message.

Wait

3. Wait 1 hour

Add action → Wait → set to 1 Hour. This is the gap between the Day 0 SMS and the Day 0+1hr email.

Action

4. Send Email — Day 0+1hr touchpoint

Add action → Send Email. Paste the "here's what happens next" email copy. Use a real reply-to address that routes to a monitored inbox, not a no-reply address.

Wait

5. Wait 23 hours

Add action → Wait → set to 23 Hours. The Day 0+1hr email fired at the 1-hour mark; 23 more hours brings total elapsed time to 24 hours — the start of Day 1. This is the step people most often get wrong: it is not a 24-hour wait from here, because 1 hour has already elapsed.

Action

6. Send SMS — Day 1 touchpoint

Add action → Send SMS. Paste the Day 1 check-in copy.

Wait

7. Wait 2 days

Add action → Wait → set to 2 Days. This takes you from Day 1 to Day 3 — a 2-day gap from the previous step, not a 3-day gap from Day 0. Every subsequent Wait step in this workflow is calculated the same way: days elapsed since the last send, not since the trigger fired.

Action

8. Send Email — Day 3 touchpoint

Add action → Send Email. Paste the social proof / testimonial email copy.

Wait

9. Wait 2 days

Add action → Wait → set to 2 Days. Day 3 → Day 5.

Action

10. Send SMS — Day 5 touchpoint

Add action → Send SMS. Paste the offer/objection-removal SMS copy.

Wait

11. Wait 2 days

Add action → Wait → set to 2 Days. Day 5 → Day 7.

Action

12. Send Email — Day 7 touchpoint

Add action → Send Email. Paste the FAQ/objection-handling email copy.

Wait

13. Wait 3 days

Add action → Wait → set to 3 Days. Day 7 → Day 10.

Action

14. Send SMS — Day 10 touchpoint

Add action → Send SMS. Paste the urgency-without-pressure SMS copy.

Wait

15. Wait 4 days

Add action → Wait → set to 4 Days. Day 10 → Day 14.

Action

16. Send Email — Day 14 touchpoint

Add action → Send Email. Paste the personal owner email copy. Replace {{owner_first_name}} with the actual owner's name and make sure the reply-to inbox is one the owner (or someone empowered to speak as them) actually monitors.

Wait

17. Wait 7 days

Add action → Wait → set to 7 Days. Day 14 → Day 21.

Action

18. Send SMS — Day 21 touchpoint

Add action → Send SMS. Paste the soft re-engagement SMS copy.

Wait

19. Wait 9 days

Add action → Wait → set to 9 Days. Day 21 → Day 30.

Action

20. Send Email — Day 30 touchpoint, then end

Add action → Send Email. Paste the final closing-the-loop email copy. Follow with two final actions: Remove Tag "Follow-Up Sequence — Active" and Add Tag "Sequence Complete — No Response," so reporting can distinguish this outcome from an active or exited contact.

Branch

21. Build the exit-condition branches as parallel workflows

GHL's workflow builder runs the Wait → Send steps above top to bottom, so a condition check baked into the middle of that chain only gets evaluated when the workflow reaches it — not continuously. To catch an exit the moment it happens, build the four exit conditions in Section 07 as separate, parallel workflows, each with its own trigger (appointment booked, positive reply tag, STOP keyword, DNC tag applied).

Each of those workflows' first action is Remove From Workflow, targeting this "Lead Follow-Up Sequence — 30 Day" workflow. Because these are separate workflows watching for their own triggers in real time, they can fire at any point in the 30-day sequence — after the Day 0 SMS, after the Day 21 SMS, anywhere — and pull the contact out immediately, mid-Wait-step if needed.

⚠ Warning — Test Before Going Live

Before turning this workflow on for real leads, run a test contact through it (see Section 09, item 1). Set every Wait step to a shortened test duration (minutes instead of days), confirm each message sends with correctly populated merge fields, then reset the Wait steps to their real durations before publishing.

Lead Follow-Up Sequence — The 30-Day System

The Business Case

What You Need

The Complete 30-Day Sequence

Complete Copy For Every Touchpoint, All 3 Industries

Building This In GoHighLevel

Exit Conditions

n8n + Brevo + Twilio: Complete Node Spec

Verification Checklist

Top 5 Issues And Exact Fixes

If You'd Rather Not Build This Yourself

Upgraid builds this entire 30-day sequence for you — written in your brand voice, fully tested, live in 24 hours.

Results Timeline

Live in 24 hours, not 120 minutes of trial and error.

Own this system. Build it this afternoon.