Speed-to-Lead Protocol
The Active Pursuit framework for converting leads through disciplined, time-phased contact sequences.
Phase 1 — Days 1-14: Active Pursuit
6+ contact attempts minimum. 10+ over 2 weeks is optimal.
Each contact attempt follows the full sequence:
| Order | Channel | Notes |
|---|---|---|
| 1 | Call | Always lead with a live attempt |
| 2 | Voicemail | Leave a message every time — do not hang up silently |
| 3 | Reinforce the call with written value | |
| 4 | Text | Highest response channel — 89% of consumers prefer text |
One "attempt" = all four channels in sequence, not just one call.
Days 1-14 Cadence
- Day 1: Attempt within 5 minutes of lead assignment
- Day 1: Second attempt 2-4 hours later
- Day 2: Morning attempt
- Day 3: Afternoon attempt
- Day 5: Attempt with new angle/value prop
- Day 7: Attempt with market data or listing alert
- Day 10: Re-engagement attempt
- Day 14: Final active pursuit attempt before transitioning
Phase 2 — Days 15-90: Sustained Follow-Up
Shift from aggressive pursuit to consistent value delivery.
- 6+ touches monthly across channels
- Personal emails achieve 70.5% higher open rate than automated sequences
- Mix content: market updates, new listings, neighborhood insights, check-ins
- Every touch must deliver value, not just "checking in"
Phase 3 — Days 90-180: Long-Term Nurture
Maintain presence without pressure.
- Monthly touchpoints minimum
- Focus on relationship building and expertise demonstration
- Re-engage immediately on any signal of renewed interest (site visit, email open, listing inquiry)
FUB Requirements
Follow Up Boss (FUB) is the system of record. Non-negotiable standards:
- 5+ updates per connection per month in FUB
- CRM usage is tracked and directly impacts algorithm benefits for lead routing
- Notes, status changes, and task completions all count as updates
- Agents who maintain CRM discipline receive preferential lead distribution
Anomaly Detection — Red Flags
Monitor for pattern breaks that signal an agent is dropping the system:
| Pattern | Red Flag |
|---|---|
| Closing 2-3-2-3 then suddenly 0-0-0 | Agent has disengaged or is overwhelmed |
| 20+ connections with zero conversions | System execution failure — intervene immediately |
| Consistent sub-5 contact attempts per lead | Agent is cherry-picking, not working the full sequence |
| CRM updates dropping below 3/month per lead | Agent has mentally checked out on follow-up |
Intervention trigger: 20 connections with zero conversions. Do not wait longer. Pull the agent into a coaching session, audit their contact logs, and identify the breakdown point.
Key Metrics
- Contact attempts per lead (target: 10+ in first 14 days)
- Time to first contact (target: under 5 minutes)
- Monthly touches per active lead (target: 6+)
- FUB updates per connection per month (target: 5+)
- Conversion rate per 20-connection cohort