Real estate agents · Lead follow-up
Real estate lead nurture in GoHighLevel: the first text and the lead pond
A web lead hears from you a few minutes after they register, then gets short check-ins, then a monthly touch until they're ready to talk. We build it in GoHighLevel (GHL) for agents and teams, and you read every message before it goes in.
The job
Reach them tonight, keep writing until they're ready
Two halves: a first text that lands while the lead is on your site, and a nurture that outlasts their silence.
Most people who register on an agent's site aren't ready to tour a house that week. The job is to answer while they're still scrolling listings, then keep a quiet, steady line open with the ones who stop replying, so that when they're ready the agent they think of is you.
For one agent we built an eight-stage pipeline with a lead pond in it. The pond is the stage for leads who registered but aren't in a conversation with anyone yet. The agent sees at a glance who is talking and who is still waiting.
The first text goes out about three minutes after a web lead comes in, seven days a week, between 8am and 9pm. After it come four touches across the first 30 days, then one a month. Each check-in asks a single question, short enough to answer from the lock screen.
Leads arrive in more than one way, and each way needs its own trigger. Web-lead emails from the brokerage land in HighLevel through a connector and arrive tagged. For a team that gets seller leads from a provider, we built a webhook that sets the contact type when the lead arrives, and tested it on a real lead.
Sellers get their own messages. For one team we built separate seller nurtures for people downsizing, people upsizing and people ready to sell outright, and the client approved each track before it went live.
The thing that broke: in one account the first-text trigger sat on the wrong tag, so web leads came in and heard nothing. We moved the trigger, widened the send window, and, with the client's OK, texted the leads who had been missed.
One client wanted "Reply STOP to opt out" in the body of every text, and we built it that way. We also watch for doubling: a sign-off typed into the message plus the lines HighLevel can add on its own can stack into two signatures and two opt-out lines on one text, so we check each message for exactly one of each.
What we set up
What goes into the nurture build
- A pipeline with a lead pond stage, so quiet leads stay visible
- A first text a few minutes after a web lead, inside an 8am to 9pm window
- Check-ins that ask one question each, then a monthly touch
- A trigger for each lead source: site registrations, brokerage lead emails, seller-lead webhooks
- Seller tracks for downsizing, upsizing and selling outright, if you work sellers
- Your sign-off and opt-out line once per text, checked against what HighLevel adds
- The number's texting registration, filed before the first text is switched on
How a setup runs
How the nurture gets built
A 1:1 with Rob
Rob asks where your web leads come from and what happens today when someone registers at 7pm on a Sunday.
Every message, written out
The plan document holds the first text, each check-in, the monthly messages and any seller tracks word for word, with your brokerage name in place. You approve it before we build.
Build, then test leads
We build the pipeline, triggers and messages in your account. The QA report shows a test lead getting the first text, with screenshots, and names each lead source we tested.
Changes after launch
Adding a lead source or another seller track starts with a verdict: inside the agreed scope, or new scope.
What you bring
What we need from you
Every lead source
Your site, your brokerage's lead emails, any provider that sends you seller leads. A source we don't know about is a lead that never gets the first text.
Where consent is given
The form or registration page where leads agree to texts. If your site forces registration, the sign-up wording can be that record.
Your voice and your no-go words
How you sign off, whether you want Reply STOP in the body of each text, and anything you would never say to a lead.
Where it stops
The nurture writes only to leads who came in through a source in the plan: a site registration, a lead email, a seller-lead webhook. It isn't built for cold lists, and purchased data never goes out from HighLevel's own email. A lead who registers late at night gets the first text after 8am, not at midnight.
Services used
What the first text depends on
No registered number, no first text.
Questions
What agents ask about lead follow-up
How fast does the first text go out?
What is a lead pond?
Will the texts sound like me?
Do we need texting registration before this goes live?
Can sellers get different messages from buyers?
What if a lead comes in from a source that isn't wired up?
Who you talk to
Rob Eason
Rob runs HLAI Experts and takes the 1:1 calls himself.
He is a HighLevel Certified Admin with the second-most reviews in HighLevel's Certified Admin Directory worldwide, all of them 5 out of 5.
He won HighLevel's Top New Subaccounts via AI Employee award in its 2025 Summer of AI Awards and taught HighLevel's official masterclass on its AI Employee.
Before HighLevel, he co-owned a 60-employee financial services firm and sold his share.
On the call he looks at your account, not a script.
5/5 across 83 reviews in HighLevel's Certified Admin DirectoryFind out what happens to your next web lead
Bring your site and your lead sources. In 30 minutes Rob traces where a new registration goes today and what the first text and the lead pond would look like in your account.