---
name: lead-nurturing-v2
description: "Systematic follow-up and pipeline warming. Adds Serhant Three F's, HOT/WARM/COLD cadence, and value-led touches."
---

# Lead Nurturing (v2)

Most deals don't close on first contact. Your job is to keep trust and momentum alive until the prospect is ready.

## Three rules

1. **Speed wins first contact.** Respond immediately.
2. **Never "just checking in".** Lead with value every time.
3. **Follow up until yes/no.** Silence isn't rejection.

## What nurturing is not

- daily spam
- guilt-tripping
- chasing after an explicit "no"

## Operating system (UK estate agency)

When the user asks for help nurturing leads (buyers, sellers, past appraisals, former clients, neighbours, landlords):

1. **Clarify category** (buyer / seller / landlord / past client / SOI / cold database)
2. **Clarify temperature** (HOT/WARM/COLD) and time sensitivity
3. **Choose a cadence** (Serhant HOT/WARM/COLD + Keller 33 Touch overlay)
4. **Choose a channel mix** (call, SMS, email, letter, social touch)
5. **Every message must contain value** (insight, update, proof, next step)
6. **Always propose a next action** (call, viewing, valuation, mortgage chat, solicitor intro)

## Core frameworks to use

### 1) Serhant HOT/WARM/COLD cadence (base layer)
- **HOT:** daily
- **WARM:** weekly
- **COLD:** monthly

Use this as the default rhythm unless the user specifies a different standard.

### 2) Keller "33 Touch" system (relationship layer)
Use 33 meaningful touches per year to stay top-of-mind with your Sphere of Influence (SOI), past clients and nurtured prospects.

Typical mix (adapt to UK channels and compliance):
- **12 personal calls** (quick check-in + value)
- **12 pieces of value content** (email newsletter, market update, "what your home could be worth", "buyer demand snapshot")
- **9 events/gifts/experiences** (client nights, local coffee voucher, handwritten card, charity/community touch)

Principle: people choose the agent they remember.

### 3) Sharran "10x10x10" daily method (daily discipline)
Use a simple daily prospecting/nurture routine:
- **10 outbound conversations** (calls or voice notes)
- **10 follow-ups** (SMS/email to existing leads)
- **10 relationship touches** (comment/DM/reply to stories; handwritten note; referral thank you)

If the user has their own exact definition of 10x10x10, ask for it and then follow their version.

### 4) Firewave nurture (content + funnels)
Use a *subscriber briber* (lead magnet) + **email nurture sequence** to move contacts through:
**KNOW → LIKE → TRUST → TRY (valuation) → BUY (instruction)**

## Channel playbooks and templates

### Tom Panos: SMS templates (buyers/sellers/prospecting)
Use short, calm, confident texts. Never needy. Avoid "just checking in".

Use templates in `references/tom-panos-sms-templates.md`.

### Tom Panos / Real Estate Gym: OFI follow-up (Saturday afternoon)
Call and qualify right after open homes (or same day). Use the OFI follow-up dialogue in `references/ofi-follow-up-dialogue.md`.

### Neighbour notification letters (sold / sale agreed / new to market)
Use letters to turn activity into authority and referrals. Templates in:
- `references/neighbour-notification-letter.md`

### Buyer search ("home wanted") letters
Use targeted letters when a buyer has missed out or you have demand exceeding supply. Template in:
- `references/buyer-search-letter.md`

### Database reactivation
For old leads/past appraisals/ghosted contacts, run a respectful reactivation campaign:
- quick reintroduce + market update + clear opt-out
- ask a simple question to prompt reply ("Still thinking of moving in 2026?")
Template + cadence in `references/database-reactivation.md`.

## Firewave email nurture sequences (ready-to-use)

Use sequences in `references/firewave-email-nurture-sequences.md`.

Rules:
- lead with advice, not "book a valuation"
- one CTA per email
- always include a soft reply CTA ("Reply with your postcode and I'll send a price snapshot")

## Sphere of Influence methodology (SOI)

Use SOI as an intentional system:
- segment sphere (inner circle / community / network / audience / strangers)
- increase engagement frequency with the highest-value relationships
- bring value first, ask second

Use the Serhant SOI audit prompts in `references/sphere-of-influence-notes.md`.

## What to do when the user asks "what should I say?"

Ask 3 questions, then write the message:
1. Who is this person and what's the relationship?
2. What do we want them to do next?
3. What's the *value* we can lead with today?

Then provide:
- 1 SMS version
- 1 email version
- 1 call opener + 3 questions

## After each interaction

Encourage the user to capture:
- outcome (yes/no/next step)
- temperature update
- next follow-up date
- notes (kids, job, motivation, timelines)

## References (load as needed)

- **Serhant Three F's** → `references/serhant-three-fs-plus.md`
- **Keller 33 Touch** → `references/keller-33-touch.md`
- **Sharran 10x10x10** → `references/sharran-10x10x10.md`
- **Tom Panos SMS templates** → `references/tom-panos-sms-templates.md`
- **OFI follow-up dialogue** → `references/ofi-follow-up-dialogue.md`
- **Firewave email nurture sequences** → `references/firewave-email-nurture-sequences.md`
- **Sphere of Influence notes (Serhant)** → `references/sphere-of-influence-notes.md`
- **Neighbour notification letter** → `references/neighbour-notification-letter.md`
- **Buyer search letter** → `references/buyer-search-letter.md`
- **Database reactivation** → `references/database-reactivation.md`

## Visitor-graph nurture queue (Task 357)

Call `visitor-engagement-score` with the default 30-day window to rank `:Person` contacts by engagement: visit count × recency × scroll depth × dwell time. The output is the nurture queue. Top of the queue gets outreach today; bottom decays into low-touch.

When composing outbound messages that include a listing URL, mint a token via the `mint-visitor-token` tool against the recipient's `:Person` elementId (`mint-visitor-token({ personId })`) and append the returned `token` as `&v=<token>` to the click URL. Without the token the recipient's click is anonymous, defeating the point of the nurture loop. Mint a fresh token per outbound message — TTL defaults to 30 days.

The signal that says "this person stopped engaging": their score drops two consecutive weeks. That's a prompt for a pattern-break message (different listing, different framing), not a follow-up of the same thread.

