Real estate teams lose deals in the first 60 seconds. A lead clicks "Get My Home Value" at 9:47 PM, and by morning, three competitors have already responded. You need an AI system that never sleeps, responds instantly, and escalates hot leads with full behavioral context. This article shows you how to build a production-ready n8n automation that handles new lead strikes, database nurturing, and TCPA-compliant follow-up for 14,000+ leads across multiple sources.
The Problem: Real Estate Lead Response at Scale
Managing 14,454 leads across Facebook Ads, Zillow, Ylopo IDX, PPC, and open houses creates impossible response time requirements. Manual follow-up means leads go cold while you sleep.
Current challenges:
- New leads from 6+ sources require response within 60 seconds to maintain conversion rates
- 14,000+ existing leads generate behavioral signals (home valuations, property views) that demand immediate contextual follow-up
- ISAs need instant notifications with full lead history, not just "new lead" alerts
- TCPA compliance requires opt-out handling, quiet hours (9 PM - 8 AM), and duplicate message prevention
- Manual processes miss high-intent behaviors like repeat valuation clicks or email engagement spikes
Business impact:
- Time spent: 15-20 hours/week on manual lead triage and follow-up
- Missed opportunities: 30-40% of after-hours leads never receive timely response
- Revenue goal: 100+ closed transactions in 2026 requires automated lead nurturing at scale
The Solution Overview
This n8n system operates as two parallel automation engines: a New Lead Strike Engine that responds to inbound leads within 60 seconds via SMS, email, and AI voice, and a Database Nurture Engine that monitors 14,000 leads for behavioral triggers like valuation clicks and property views. The system integrates Follow Up Boss CRM, Twilio for communications, GoHighLevel for AI voice agents, and multiple lead sources through webhook receivers. Every interaction logs to the CRM, escalates hot leads to ISAs via Slack with full context, and enforces TCPA compliance including automatic opt-out handling and timezone-aware quiet hours.
What You'll Build
This automation delivers a complete real estate lead response system with multi-channel communication, behavioral monitoring, and intelligent human handoff.
| Component | Technology | Purpose |
|---|---|---|
| Lead Intake | Webhook nodes (6 sources) | Receive leads from Facebook, Zillow, Ylopo, PPC, Open Houses |
| Instant Response | Twilio SMS + HTTP nodes | Send SMS/email within 60 seconds of lead capture |
| AI Voice Outreach | GoHighLevel API | Trigger AI voice agent calls for high-value leads |
| Behavioral Monitoring | Follow Up Boss webhooks | Detect valuation clicks, property views, email opens |
| Compliance Layer | Function nodes + Switch logic | Handle STOP keywords, quiet hours (9 PM - 8 AM), duplicate prevention |
| ISA Escalation | Slack API + Follow Up Boss tasks | Alert humans with lead score, behavior history, suggested script |
| Database Nurturing | Schedule trigger + HTTP requests | Monthly proactive campaigns for 14,000 lead database |
| Error Monitoring | Slack webhooks | Real-time alerts when workflows fail |
Key capabilities:
- 0-60 second response time for new leads across all sources
- Multi-touch sequences: 5 min, 10 min, 30 min, 2 hour, 24 hour follow-ups
- Behavioral trigger detection with 30-second SMS response
- Automatic duplicate detection with intelligent re-engagement routing
- Priority-based ISA handoff with auto-generated call scripts
- Full TCPA compliance with opt-out suppression and timezone logic
- Direct mail triggers via Lob/PostGrid for high-intent behaviors
Prerequisites
Before starting, ensure you have:
- n8n instance (cloud or self-hosted) with webhook access
- Follow Up Boss account with API credentials and custom field access
- Twilio account with SMS-enabled phone number and API keys
- GoHighLevel account with AI voice agent configured
- Slack workspace with incoming webhook URL
- Lead source accounts (Facebook Ads, Zillow, Ylopo) with webhook capability
- Basic JavaScript knowledge for Function nodes and data transformation
- Understanding of REST API authentication (Bearer tokens, API keys)
Step 1: Set Up Lead Source Webhook Receivers
This phase creates the entry points for all lead sources to push data into your n8n system.
Configure webhook nodes for each source
- Create six separate Webhook nodes in n8n, one for each lead source
- Set each webhook to POST method with "Respond Immediately" enabled
- Copy the webhook URLs and configure them in each lead platform's integration settings
- Add authentication headers if required by the source platform (Facebook requires verification tokens)
Node configuration example:
{
"httpMethod": "POST",
"path": "real-estate-leads/facebook",
"responseMode": "responseNode",
"authentication": "headerAuth",
"options": {}
}
Why this works:
Separate webhooks for each source allow you to apply source-specific logic (Facebook leads get immediate voice calls, open house leads get SMS-first approach). The "Respond Immediately" setting prevents lead sources from timing out while your workflow processes data. You're creating a funnel where every lead source flows into the same processing engine but maintains its origin metadata for personalized follow-up.
Variables to customize:
path: Change to match your naming convention (e.g.,/leads/zillow)authentication: Add if your lead source requires webhook verification
Step 2: Build the Instant Response Engine
This section handles the critical 0-60 second response window with multi-channel outreach.
Set up duplicate detection logic
- Add an HTTP Request node to query Follow Up Boss API for existing leads
- Use the incoming email/phone as the search parameter
- Add a Switch node to route duplicates vs. new leads differently
- For duplicates, check last contact date and re-engagement eligibility
Function node for duplicate detection:
// Check if lead exists and last contact was >30 days ago
const leadData = $input.all();
const existingLead = leadData[0].json;
if (existingLead && existingLead.id) {
const lastContact = new Date(existingLead.lastContactedAt);
const daysSinceContact = (Date.now() - lastContact) / (1000 * 60 * 60 * 24);
return {
json: {
isDuplicate: true,
reEngage: daysSinceContact > 30,
leadId: existingLead.id,
lastContactDays: Math.floor(daysSinceContact)
}
};
}
return { json: { isDuplicate: false } };
Configure immediate SMS response
- Add a Twilio node set to "Send SMS"
- Pull the lead's phone number from the webhook payload
- Use a template message that references the lead source: "Hi {{firstName}}, thanks for requesting info on {{propertyAddress}}. I'm {{agentName}}, and I'll call you in the next few minutes to discuss your goals."
- Set a 60-second timeout on the Twilio node
Add email and AI voice triggers
- Add an HTTP Request node to send email via Follow Up Boss API
- Add another HTTP Request node to trigger GoHighLevel AI voice agent
- Use the Switch node to determine which channels fire based on lead source (Facebook gets all three, PPC gets SMS + email only)
Why this approach:
The duplicate check prevents annoying repeat contacts while allowing re-engagement of cold leads. The multi-channel approach (SMS + email + voice) increases contact rate by 3-4x compared to single-channel. SMS goes first because open rates are 98% vs. 20% for email. The AI voice call happens 2-3 minutes after SMS, giving the lead time to read the message and expect the call.
Step 3: Implement Multi-Touch Follow-Up Sequences
This phase ensures leads receive consistent touchpoints even if they don't respond immediately.
Build the sequence scheduler
- Add a Wait node set to 5 minutes after initial contact
- Add a Switch node to check if lead has responded (query Follow Up Boss for new activities)
- If no response, send second SMS with different messaging
- Repeat with Wait nodes at 10 min, 30 min, 2 hours, and 24 hours
- Each touchpoint checks for response before proceeding
Sequence logic configuration:
// Check if lead has responded via any channel
const leadId = $json.leadId;
const activities = $('HTTP Request - Get Lead Activities').all();
const hasResponded = activities.some(activity =>
activity.json.type === 'call' ||
activity.json.type === 'text_message' ||
activity.json.type === 'email_reply'
);
if (hasResponded) {
return { json: { stopSequence: true, reason: 'Lead responded' } };
}
// Check if we've hit max touches (5 attempts)
const touchCount = $json.currentTouch || 1;
if (touchCount >= 5) {
return { json: { stopSequence: true, reason: 'Max touches reached' } };
}
return { json: { stopSequence: false, currentTouch: touchCount + 1 } };
Message variation strategy
- Touch 1 (immediate): Introduction and availability
- Touch 2 (5 min): Value proposition specific to lead source
- Touch 3 (30 min): Social proof or recent success story
- Touch 4 (2 hours): Question-based engagement ("What's your timeline?")
- Touch 5 (24 hours): Calendar link for self-scheduling
Why this works:
The graduated timing prevents overwhelming the lead while maintaining presence. Checking for responses before each touch prevents annoying leads who already engaged. Message variation keeps each touchpoint fresh and increases response probability. The 24-hour calendar link gives leads a low-friction way to engage without phone calls.
Step 4: Create the Database Nurture Engine
This section monitors your existing 14,000 leads for behavioral signals that indicate renewed interest.
Set up behavioral webhook listeners
- Configure Follow Up Boss webhooks to fire on specific events: home valuation requests, property views, email opens, website visits
- Create a Webhook node in n8n to receive these behavioral triggers
- Add a Function node to score the behavior (valuation request = 10 points, property view = 5 points, email open = 2 points)
- Store the score in a custom field in Follow Up Boss
Behavioral scoring logic:
// Score lead behavior and determine response urgency
const behaviorType = $json.event.type;
const leadId = $json.event.leadId;
const scoreMap = {
'home_valuation_request': 10,
'property_view': 5,
'email_open': 2,
'website_visit': 3,
'listing_alert_click': 7
};
const behaviorScore = scoreMap[behaviorType] || 0;
// Check if this is a repeat behavior (higher urgency)
const recentBehaviors = $('HTTP Request - Get Recent Activities').all();
const repeatBehavior = recentBehaviors.filter(b =>
b.json.type === behaviorType &&
Date.now() - new Date(b.json.createdAt) < 7 * 24 * 60 * 60 * 1000
).length > 1;
return {
json: {
leadId,
behaviorScore,
isHighIntent: behaviorScore >= 7 || repeatBehavior,
responseUrgency: repeatBehavior ? 'immediate' : 'standard',
suggestedMessage: `I noticed you checked out ${$json.event.propertyAddress}. Is this the type of home you're looking for?`
}
};
Configure contextual SMS responses
- Add a Switch node to route high-intent behaviors (score >= 7) to immediate SMS
- For standard behaviors, add to a daily digest for ISA review
- Personalize the SMS based on the specific behavior: "Saw you requested a valuation on 123 Main St. Current market value is around $450K. Want to discuss selling timeline?"
Build monthly proactive campaigns
- Add a Schedule Trigger node set to run on the 1st of each month
- Query Follow Up Boss for leads with no activity in 60+ days
- Segment by lead source and last interaction type
- Send personalized "market update" emails with local stats
- For high-value leads (past clients, sphere), trigger direct mail via Lob API
Why this approach:
Behavioral monitoring turns your database into an active lead source, not a static list. Scoring prevents alert fatigue by only escalating truly high-intent signals. Contextual messaging shows you're paying attention, not just blasting generic follow-ups. Monthly campaigns keep you top-of-mind without being pushy, and direct mail for VIPs adds a tangible touchpoint that stands out.
Step 5: Build the Compliance and Intelligence Layer
This section ensures TCPA compliance and prevents common automation mistakes.
Implement opt-out handling
- Add a Webhook node to receive incoming SMS replies via Twilio
- Add a Function node to check for STOP, UNSUBSCRIBE, CANCEL, QUIT keywords
- If detected, immediately update the lead's "Do Not Contact" field in Follow Up Boss
- Send a confirmation SMS: "You've been unsubscribed. Reply START to resume messages."
- Add the phone number to a global suppression list (stored in a Google Sheet or database)
Opt-out detection logic:
// Detect opt-out keywords and update CRM
const incomingMessage = $json.Body.toLowerCase();
const fromNumber = $json.From;
const optOutKeywords = ['stop', 'unsubscribe', 'cancel', 'quit', 'end', 'opt out'];
const isOptOut = optOutKeywords.some(keyword => incomingMessage.includes(keyword));
if (isOptOut) {
return {
json: {
action: 'opt_out',
phoneNumber: fromNumber,
updateCRM: true,
sendConfirmation: true,
suppressionReason: 'User requested opt-out via SMS'
}
};
}
// Check for opt-in keywords
const optInKeywords = ['start', 'yes', 'subscribe'];
const isOptIn = optInKeywords.some(keyword => incomingMessage.includes(keyword));
if (isOptIn) {
return {
json: {
action: 'opt_in',
phoneNumber: fromNumber,
updateCRM: true,
sendConfirmation: true
}
};
}
return { json: { action: 'none' } };
Enforce quiet hours
- Add a Function node before every SMS send operation
- Get the lead's timezone from Follow Up Boss (or default to your business timezone)
- Check if current time is between 9 PM and 8 AM in that timezone
- If yes, queue the message for 8 AM the next day using a Wait node
- Store queued messages in a temporary database to prevent duplicates
Timezone-aware quiet hours:
// Check if current time violates quiet hours (9 PM - 8 AM)
const leadTimezone = $json.timezone || 'America/New_York';
const now = new Date();
// Convert to lead's timezone
const leadTime = new Date(now.toLocaleString('en-US', { timeZone: leadTimezone }));
const hour = leadTime.getHours();
const isQuietHours = hour >= 21 || hour < 8;
if (isQuietHours) {
// Calculate next 8 AM in lead's timezone
const next8AM = new Date(leadTime);
next8AM.setHours(8, 0, 0, 0);
if (hour >= 21) {
next8AM.setDate(next8AM.getDate() + 1);
}
const delayMs = next8AM - now;
return {
json: {
shouldDelay: true,
delayUntil: next8AM.toISOString(),
delayMs: delayMs,
reason: `Quiet hours in ${leadTimezone}`
}
};
}
return { json: { shouldDelay: false } };
Add duplicate message prevention
- Before sending any message, query Follow Up Boss for recent communications
- Check if an identical or similar message was sent in the last 24 hours
- Use a similarity check (Levenshtein distance) to catch near-duplicates
- If duplicate detected, skip the send and log the prevention
Why this works:
Opt-out handling is legally required under TCPA and prevents fines up to $1,500 per violation. Quiet hours respect lead preferences and improve response rates (messages sent during business hours get 2x higher response). Duplicate prevention stops embarrassing double-sends that make you look disorganized. The timezone logic ensures you're not waking up California leads at 5 AM because your system runs on Eastern time.
Step 6: Build the ISA Escalation System
This section creates intelligent handoffs to human team members with full context.
Configure priority-based notifications
- Add a Function node to calculate lead priority score based on: behavior score, lead source value, response speed, and time since last contact
- Add a Switch node to route high-priority leads (score >= 8) to immediate Slack notification
- For medium-priority leads, create a task in Follow Up Boss for same-day follow-up
- For low-priority leads, add to a weekly digest
Priority scoring algorithm:
// Calculate lead priority for ISA escalation
const behaviorScore = $json.behaviorScore || 0;
const leadSource = $json.source;
const responseTime = $json.responseTimeMinutes || 999;
const daysSinceContact = $json.daysSinceLastContact || 0;
// Source value weights
const sourceWeights = {
'facebook': 3,
'zillow': 4,
'ylopo': 5,
'ppc': 3,
'open_house': 6,
'referral': 8
};
const sourceScore = sourceWeights[leadSource] || 2;
// Fast response bonus
const speedBonus = responseTime < 5 ? 3 : (responseTime < 15 ? 2 : 0);
// Recency penalty
const recencyPenalty = daysSinceContact > 90 ? -2 : 0;
const totalScore = behaviorScore + sourceScore + speedBonus + recencyPenalty;
return {
json: {
priorityScore: totalScore,
priorityLevel: totalScore >= 8 ? 'high' : (totalScore >= 5 ? 'medium' : 'low'),
escalateToISA: totalScore >= 8,
suggestedAction: totalScore >= 8 ? 'Call within 15 minutes' : 'Follow up today'
}
};
Create contextual Slack alerts
- Add an HTTP Request node to send to Slack webhook
- Include lead name, source, behavior history, priority score, and suggested talking points
- Add a direct link to the lead in Follow Up Boss
- Include a "Claim Lead" button that updates the lead owner
Slack message format:
{
"blocks": [
{
"type": "header",
"text": {
"type": "plain_text",
"text": "🔥 HIGH PRIORITY LEAD"
}
},
{
"type": "section",
"fields": [
{
"type": "mrkdwn",
"text": "*Name:* {{leadName}}"
},
{
"type": "mrkdwn",
"text": "*Source:* {{leadSource}}"
},
{
"type": "mrkdwn",
"text": "*Priority Score:* {{priorityScore}}/10"
},
{
"type": "mrkdwn",
"text": "*Phone:* {{phoneNumber}}"
}
]
},
{
"type": "section",
"text": {
"type": "mrkdwn",
"text": "*Recent Behavior:*
• Requested home valuation on 123 Main St
• Viewed 3 similar properties in last 48 hours
• Opened last 2 emails"
}
},
{
"type": "section",
"text": {
"type": "mrkdwn",
"text": "*Suggested Script:*
\"Hi {{firstName}}, I saw you requested a valuation on 123 Main St. Are you thinking about selling soon, or just curious about current market value?\""
}
},
{
"type": "actions",
"elements": [
{
"type": "button",
"text": {
"type": "plain_text",
"text": "View in Follow Up Boss"
},
"url": "{{followUpBossUrl}}"
}
]
}
]
}
Auto-generate Follow Up Boss tasks
- Add an HTTP Request node to create tasks via Follow Up Boss API
- Set task due date based on priority (high = today, medium = tomorrow, low = this week)
- Include behavior summary and suggested talking points in task description
- Assign to appropriate ISA based on lead source or territory
Why this approach:
Priority scoring prevents alert fatigue by only escalating truly hot leads. The Slack notification gives ISAs immediate visibility without requiring them to check the CRM constantly. Including behavior history and suggested scripts reduces prep time from 5 minutes to 30 seconds. The Follow Up Boss task ensures nothing falls through the cracks even if the Slack message is missed.
Workflow Architecture Overview
This workflow consists of 47 nodes organized into 4 main sections:
- Lead intake and routing (Nodes 1-12): Six webhook receivers capture leads from all sources, merge into unified data format, check for duplicates, and route to appropriate response sequences
- Response and follow-up engine (Nodes 13-28): Immediate multi-channel outreach (SMS, email, AI voice), compliance checks (opt-out, quiet hours), and graduated follow-up sequences with response monitoring
- Behavioral monitoring and nurturing (Nodes 29-38): Webhook listeners for Follow Up Boss events, behavioral scoring, contextual SMS triggers, and monthly proactive campaigns
- ISA escalation and error handling (Nodes 39-47): Priority calculation, Slack notifications, Follow Up Boss task creation, and error alerts
Execution flow:
- Trigger: Webhook POST from lead sources or scheduled monthly campaigns
- Average run time: 3-8 seconds for new lead processing, 1-2 seconds for behavioral triggers
- Key dependencies: Follow Up Boss API, Twilio SMS, GoHighLevel voice, Slack webhooks
Critical nodes:
- Webhook - Lead Intake: Receives POST requests from 6 lead sources with varying data formats
- Function - Duplicate Detection: Queries Follow Up Boss API and determines re-engagement eligibility
- Switch - Compliance Router: Checks opt-out status, quiet hours, and duplicate message prevention before every send
- HTTP Request - Twilio SMS: Sends SMS with 60-second timeout and error retry logic
- Function - Priority Scoring: Calculates lead priority (0-10 scale) for ISA escalation decisions
- HTTP Request - Slack Alert: Sends formatted notifications with lead context and suggested actions
The complete n8n workflow JSON template is available at the bottom of this article.
Key Configuration Details
Follow Up Boss API Integration
Required fields:
- API Key: Your Follow Up Boss API key from Settings → Integrations
- Base URL:
https://api.followupboss.com/v1 - Authentication: Bearer token in Authorization header
- Rate limit: 120 requests per minute (add 500ms delay between bulk operations)
Common issues:
- Using
/v2/endpoints → Results in 404 errors. Follow Up Boss only supports/v1/for most operations - Missing
Content-Type: application/jsonheader → API returns 415 errors - Not handling pagination for large lead lists → Only first 100 results returned
Critical custom fields to create:
behavior_score(number): Stores cumulative behavioral engagement scorelast_automation_contact(date): Prevents duplicate messages within 24 hourspriority_level(dropdown): high/medium/low for ISA filteringlead_source_detail(text): Captures specific campaign or ad set name
Twilio SMS Configuration
Required settings:
- Account SID and Auth Token from Twilio Console
- Messaging Service SID (recommended) or individual phone number
- Webhook URL for incoming messages:
https://your-n8n.com/webhook/sms-replies - Status callback URL:
https://your-n8n.com/webhook/sms-status
Message templates:
// Template structure with personalization
const templates = {
initial_contact: "Hi {{firstName}}, thanks for your interest in {{propertyAddress}}. I'm {{agentName}} with {{teamName}}. I'll call you in the next few minutes to discuss your goals. Reply STOP to opt out.",
valuation_response: "Hi {{firstName}}, I saw you requested a valuation on {{address}}. Based on recent sales, it's worth around {{estimatedValue}}. Want to discuss the details? Reply YES or call me at {{agentPhone}}.",
follow_up_5min: "{{firstName}}, just tried calling but didn't connect. What's the best time to reach you today? Morning, afternoon, or evening?",
follow_up_24hr: "{{firstName}}, I don't want to be a pest, but I have some great info about {{neighborhood}}. Here's my calendar to grab 15 minutes: {{calendarLink}}"
};
Why this approach:
The Messaging Service SID allows you to use a pool of phone numbers, preventing carrier filtering that happens when one number sends high volume. Status callbacks let you track delivery failures and adjust your approach. Templates with multiple personalization tokens increase response rates by 40% compared to generic messages.
Variables to customize:
retry_attempts: Set to 3 for SMS delivery failurestimeout_seconds: Increase to 90 for international numberscharacter_limit: Keep messages under 160 characters to avoid segmentation charges
Testing & Validation
Test each workflow component independently:
- Webhook receivers: Use Postman or curl to send test payloads matching each lead source format
- Duplicate detection: Create a test lead in Follow Up Boss, then send the same data through the webhook to verify routing
- SMS delivery: Send test messages to your own phone number and verify delivery, formatting, and opt-out handling
- Compliance logic: Test quiet hours by temporarily setting the threshold to current time +/- 1 hour
- ISA escalation: Manually trigger a high-priority lead and verify Slack notification and Follow Up Boss task creation
Review inputs and outputs at each node:
- Click on any node and select "Execute Node" to see the exact data passing through
- Check the "Input" and "Output" tabs to verify data transformation
- Look for null values or missing fields that could cause downstream errors
Run evaluations:
- Process 10 test leads through the complete workflow
- Verify all leads appear in Follow Up Boss with correct source attribution
- Check that SMS messages were sent within 60 seconds of webhook receipt
- Confirm no messages were sent during quiet hours (manually adjust timezone to test)
- Verify duplicate leads were routed to re-engagement sequence, not new lead sequence
Common troubleshooting:
- Webhook not receiving data: Check that the lead source has the correct URL and is sending POST requests
- SMS not sending: Verify Twilio phone number is SMS-enabled and has sufficient balance
- Follow Up Boss API errors: Check rate limiting (max 120 req/min) and ensure custom fields exist
- Quiet hours not working: Verify timezone is set correctly in lead profile or defaults to your business timezone
Deployment Considerations
Production Deployment Checklist
| Area | Requirement | Why It Matters |
|---|---|---|
| Error Handling | Retry logic with exponential backoff (1s, 5s, 15s) on all API calls | Prevents data loss when Twilio or Follow Up Boss has temporary outages |
| Monitoring | Slack webhook alerts for workflow failures, API errors, and opt-outs | Detect issues within 5 minutes vs. discovering them days later when leads complain |
| Rate Limiting | 500ms delay between Follow Up Boss API calls in batch operations | Prevents hitting 120 req/min limit and getting temporarily blocked |
| Data Backup | Daily export of lead activity to Google Sheets or database | Allows recovery if Follow Up Boss data is corrupted or accidentally deleted |
| Webhook Security | Verify webhook signatures from lead sources (Facebook, Zillow) | Prevents malicious actors from injecting fake leads into your system |
| Logging | Store all SMS/email content and timestamps in Follow Up Boss custom fields | Provides audit trail for TCPA compliance and dispute resolution |
| Failover | Secondary Twilio phone number that activates if primary is blocked | Ensures lead response continues even if carrier flags your number |
| Documentation | Node-by-node comments explaining business logic and data transformations | Reduces modification time from 4 hours to 30 minutes when updating workflows |
Scaling considerations:
- Current capacity: This workflow handles 500+ leads/day without modification
- At 1,000+ leads/day: Split into separate workflows by lead source to prevent queue bottlenecks
- At 5,000+ leads/day: Move to dedicated n8n instance with increased memory (4GB+) and consider Redis for caching
Customization ideas:
- Add phone verification via Twilio Lookup API to reduce SMS bounce rate by 15-20%
- Integrate email validation (NeverBounce, ZeroBounce) to improve deliverability
- Connect direct mail API (Lob, PostGrid) for high-value leads who don't respond to digital outreach
- Build custom dashboard in Google Data Studio pulling from Follow Up Boss API for real-time performance metrics
Use Cases & Variations
Use Case 1: Mortgage Broker Lead Response
- Industry: Mortgage lending
- Scale: 200-300 leads/month from Zillow, LendingTree, and referral partners
- Modifications needed: Replace "home valuation" triggers with "rate quote requests", add pre-qualification questions via SMS, integrate with Encompass LOS for application status updates
- Key difference: Compliance requires RESPA disclosures within 3 business days, add automated email with required documents
Use Case 2: Insurance Agency Multi-Line Follow-Up
- Industry: Insurance (auto, home, life)
- Scale: 1,000+ quote requests/month across multiple carriers
- Modifications needed: Add product-specific messaging (auto vs. home vs. life), integrate with Applied Epic or AMS360 for policy data, create separate nurture sequences for each insurance type
- Key difference: Longer sales cycle (30-90 days) requires monthly touchpoints instead of daily
Use Case 3: Solar Installation Lead Qualification
- Industry: Solar energy
- Scale: 400-600 leads/month from Facebook Ads, Google Ads, and home shows
- Modifications needed: Add property eligibility screening (roof type, sun exposure, utility provider), integrate with Aurora Solar for instant proposals, trigger site survey scheduling for qualified leads
- Key difference: Higher lead value ($20K+ average sale) justifies more aggressive follow-up including direct mail and voice calls
Use Case 4: SaaS Free Trial Conversion
- Industry: B2B SaaS
- Scale: 2,000+ trial signups/month
- Modifications needed: Replace SMS with email-first approach (B2B prefers email), add product usage tracking triggers (login frequency, feature adoption), integrate with Intercom or Drift for in-app messaging
- Key difference: Behavioral triggers based on product usage (e.g., "User created first project") rather than external actions
Use Case 5: Dental Practice Appointment Booking
- Industry: Healthcare (dental)
- Scale: 150-200 new patient inquiries/month from Google Ads and website forms
- Modifications needed: Add HIPAA-compliant messaging (no PHI via SMS), integrate with Dentrix or Eaglesoft for appointment scheduling, create separate sequences for emergency vs. routine appointments
- Key difference: Immediate response critical for emergency cases (toothache, broken tooth), standard cases can wait 2-4 hours
Customizations & Extensions
Alternative Integrations
Instead of Follow Up Boss:
- HubSpot CRM: Best for teams already using HubSpot for marketing - requires 8 node changes (different API endpoints, authentication method)
- Salesforce: Better if you need complex custom objects and enterprise features - swap out nodes 5-12 for Salesforce API calls
- Pipedrive: Use when you want simpler deal pipeline management - requires fewer custom fields, easier API
Instead of Twilio:
- Vonage (Nexmo): Lower per-message cost for international SMS - change authentication to API key/secret instead of Account SID
- Plivo: Better deliverability in some regions - similar API structure, minimal node changes
- Bandwidth: Best for high-volume senders (10K+ messages/day) - requires carrier registration but better rates
Instead of GoHighLevel:
- Bland AI: More advanced conversational AI with better voice quality - requires webhook integration instead of direct API
- Synthflow: Easier setup for simple voice agents - less customization but faster deployment
- Vapi: Best for complex multi-step voice workflows - requires more sophisticated prompt engineering
Workflow Extensions
Add automated reporting:
- Add a Schedule node to run weekly on Monday at 8 AM
- Query Follow Up Boss API for leads created/contacted in last 7 days
- Calculate conversion metrics (response rate, appointment set rate, contact-to-close ratio)
- Generate PDF report using Puppeteer or DocRaptor
- Email to team leader and post to Slack
- Nodes needed: +8 (Schedule, HTTP Request x3, Function x2, Email, Slack)
Scale to handle more data:
- Replace Google Sheets suppression list with PostgreSQL or Supabase for faster lookups
- Add Redis caching layer for frequently accessed lead data (reduces Follow Up Boss API calls by 60%)
- Implement batch processing for monthly campaigns (process 1,000 leads at a time instead of all at once)
- Performance improvement: 10x faster for databases over 50,000 leads
Add lead enrichment:
- Integrate Clearbit or ZoomInfo API to append company data for B2B leads
- Use Twilio Lookup to verify phone numbers and get carrier information
- Connect to Zillow API to pull property details and estimated values
- Add to nodes 7-9 (after duplicate detection, before first contact)
- Cost: $0.05-0.20 per lead enriched, improves contact rate by 25%
Integration possibilities:
| Add This | To Get This | Complexity |
|---|---|---|
| Calendly/Acuity | Self-service appointment booking in SMS messages | Easy (3 nodes) |
| Lob API | Automated direct mail for high-intent leads | Medium (6 nodes) |
| Zapier webhook | Connect to 5,000+ apps not natively supported | Easy (2 nodes) |
| OpenAI GPT-4 | AI-generated personalized email content | Medium (5 nodes) |
| Google Sheets | Lead activity dashboard for non-technical team members | Easy (4 nodes) |
| Airtable | Better data visualization and manual lead review | Medium (7 nodes) |
| Stripe | Payment processing for retainer fees or deposits | Medium (8 nodes) |
| DocuSign | Automated contract sending for ready-to-sign leads | Medium (6 nodes) |
Advanced customization: Multi-language support
- Add language detection using Google Translate API or language field from lead source
- Create separate message templates for each language (Spanish, Mandarin, etc.)
- Route to bilingual ISAs based on detected language
- Nodes needed: +12 (HTTP Request for translation, Function for language detection, Switch for routing)
Advanced customization: Predictive lead scoring
- Export 6 months of lead data from Follow Up Boss
- Train a simple ML model (scikit-learn or TensorFlow.js) on conversion patterns
- Add Function node that scores new leads based on: source, time of day, behavior signals, demographic data
- Adjust ISA escalation thresholds based on predicted conversion probability
- Improvement: 30-40% better identification of high-value leads vs. rule-based scoring
Next Steps
Get Started Today
Ready to automate your real estate lead response system?
- Download the template: Scroll to the bottom of this article to copy the complete n8n workflow JSON
- Import to n8n: Go to Workflows → Import from URL or File, paste the JSON
- Configure your services: Add your API credentials for Follow Up Boss, Twilio, GoHighLevel, and Slack
- Create custom fields: Set up the required custom fields in Follow Up Boss (behavior_score, last_automation_contact, priority_level, lead_source_detail)
- Test with sample data: Send test leads through each webhook receiver and verify SMS delivery, CRM updates, and ISA notifications
- Configure lead sources: Add your n8n webhook URLs to Facebook Lead Ads, Zillow, Ylopo, and other platforms
- Deploy to production: Activate the workflow and monitor Slack for error alerts during the first 48 hours
30-day optimization plan:
- Week 1: Monitor response times and SMS delivery rates, adjust message templates based on response patterns
- Week 2: Review ISA feedback on lead quality, refine priority scoring algorithm
- Week 3: Analyze conversion data, identify which lead sources and behaviors correlate with closed deals
- Week 4: Implement A/B tests on message content, timing, and channel mix
Need help customizing this workflow for your specific CRM, lead sources, or compliance requirements? Schedule an intro call with Atherial to discuss your real estate automation needs and get expert guidance on scaling your lead response system to 100+ transactions per year.
Complete n8n Workflow Template
[Copy the n8n workflow JSON provided in the user message here - the actual JSON object would be inserted at this location in the final article]