lead-gen-automation

Design and implement lead generation and follow-up automation using GoHighLevel. Covers lead magnets, speed-to-lead SMS sequences, review request automation, and re-engagement campaigns.

Skill Instructions

---
name: lead-gen-automation
slug: lead-gen-automation
version: 1.0.0
description: Design and implement lead generation and follow-up automation for local service businesses using GoHighLevel (GHL). Covers lead magnets, speed-to-lead SMS sequences, review request automation, past customer re-engagement, and seasonal campaign calendars. Uses GHL API for pipeline/contact management. Coordinates with Bob for complex CRM builds. All automations require Nick approval before going live.
---

# Lead Gen Automation

Build lead generation systems and follow-up sequences in GoHighLevel. The goal is to maximize the chance that every lead actually becomes a booked job — not just to capture contact info.

## When to Use

- Building a new lead magnet (free assessment, guide, discount offer)
- Setting up speed-to-lead SMS/email sequences
- Creating review request automation after job completion
- Re-engaging past customers with seasonal offers
- Building a seasonal campaign calendar
- Auditing GHL pipeline for leak points

## GHL Access

- **API Key**: `pit-86d475f4-d2d2-4568-b08a-a3613938a026`
- **Location ID**: `TU7FxYJDR7WMQwQk4naZ`
- **Base URL**: `https://services.leadconnectorhq.com`
- **Coordinates with Bob** (bob-ghl) for complex workflow builds — create a staged task for Bob if the build is beyond API config

**⚠️ Never trigger live automations or send real messages without Nick approval.**

## Lead Generation Frameworks

### The Hormozi Offer Formula (from 100M Leads)
A great lead magnet has:
1. **High perceived value** — solves a real problem the prospect has right now
2. **Low effort to consume** — not a 40-page ebook; a 1-page checklist or 5-minute assessment
3. **Natural next step** — positions your service as the obvious solution

For home services, the best lead magnets are:
- Free on-site assessments (tree health check, yard evaluation)
- Seasonal checklists ("5 Signs Your Tree Needs Attention Before Storm Season")
- Cost calculators ("What does tree removal actually cost in Tulsa?")
- Before/after case studies with specific results

### Speed-to-Lead Rule
Research consistently shows: respond within 5 minutes → 10x higher contact rate than 30-minute response. After 30 minutes: lead is effectively lost.

**Ironwood automation target:** Text within 90 seconds of form submission, 24/7.

## Core Automations to Build

### 1. Speed-to-Lead Sequence
Triggers: New lead from any source (website form, Google Ads form, LSA)

```
Trigger: New contact created / tag "new-lead"
  → Immediate: SMS "Hi [name], this is [agent] from Ironwood Tree Co.
                     We got your request! A team member will call you
                     shortly to schedule your free estimate. Reply STOP to opt out."
  → +5 min: If no reply → call task assigned to owner
  → +1 hour: If no response → follow-up SMS "Still want that free estimate?
                                              Reply YES and we'll get you scheduled."
  → +24 hours: If no response → email "Your free estimate is waiting..."
  → +3 days: If no response → final SMS "Last chance for your free estimate."
```

### 2. Post-Job Review Request
Triggers: Job marked complete in GHL (or tag "job-complete" applied)

```
Trigger: Tag "job-complete" applied
  → +2 hours: SMS "Thanks for choosing Ironwood! How did we do?
                   If you're happy, a quick Google review means the world to us:
                   [review link]. Takes 30 seconds!"
  → +3 days: If no review → email with review link + thank you
  → +7 days: If no review → final SMS (optional, 1x only)
```

Review link: `https://g.page/r/<place_id>/review`

### 3. Past Customer Re-Engagement
Triggers: Contact has tag "past-customer" and last job > 12 months ago

```
Trigger: Annual / Seasonal (Spring: March, Fall: September)
  → Email "It's been a year since we last serviced your property.
           Spring is the best time to check your trees before storm season.
           Book your annual tree health check — free for returning customers."
  → +5 days: SMS version (shorter)
```

### 4. Lead Magnet Delivery
Triggers: Form submission for free assessment offer

```
Trigger: Form "free-tree-assessment" submitted
  → Immediate: Email with assessment confirmation + what to expect
  → Create contact, add tag "lead-magnet"
  → Assign to speed-to-lead sequence (above)
  → Notify owner via Slack/email
```

### 5. Seasonal Campaign Calendar
Key windows for tree service in Tulsa/Oklahoma:

| Month | Campaign Focus | Message |
|-------|---------------|---------|
| Feb–Mar | Spring prep | "Storm season is coming. Is your property ready?" |
| Apr–May | Post-spring cleanup | "Spring growth means trimming time" |
| Jun–Jul | Summer heat stress | "Heat stress is killing trees this summer" |
| Aug | Storm damage follow-up | "Storm damage? We handle insurance claims" |
| Sep–Oct | Fall cleanup, winter prep | "Dead limbs are a winter hazard" |
| Nov–Dec | Holiday/winter | "Give the gift of a safe yard" + year-end push |

## GHL API Reference

```bash
# Get contacts
curl -s "https://services.leadconnectorhq.com/contacts/?locationId=TU7FxYJDR7WMQwQk4naZ" \
  -H "Authorization: Bearer pit-86d475f4-d2d2-4568-b08a-a3613938a026" \
  -H "Version: 2021-07-28"

# Add tag to contact
curl -X POST "https://services.leadconnectorhq.com/contacts/<contact_id>/tags" \
  -H "Authorization: Bearer pit-86d475f4-d2d2-4568-b08a-a3613938a026" \
  -H "Content-Type: application/json" \
  -d '{"tags": ["new-lead"]}'

# Get pipelines
curl -s "https://services.leadconnectorhq.com/opportunities/pipelines?locationId=TU7FxYJDR7WMQwQk4naZ" \
  -H "Authorization: Bearer pit-86d475f4-d2d2-4568-b08a-a3613938a026"
```

For complex workflow creation (automations, triggers, email/SMS sequences), coordinate with Bob:
1. Write a brief for Bob describing the automation
2. Create a staged TaskFlow task assigned to `bob`
3. Include: trigger, delay steps, message copy, exit conditions

## Workflow: Building a New Automation

1. **Define the trigger** — what event starts this?
2. **Map the sequence** — steps, delays, conditions (replied? booked? no response?)
3. **Write message copy** — short, personal, one clear CTA per message
4. **Get Nick approval** — create staged task with full automation spec
5. **Build in GHL** (or hand off to Bob for complex builds)
6. **Test with a dummy contact** before going live
7. **Document** in report file

## Message Copy Rules

- **SMS**: 160 chars max per segment. Personal tone. One CTA. Never sound like a mass blast.
- **Email**: Subject line is everything. Keep body under 150 words. Single CTA button.
- **Never**: "Dear Valued Customer", generic blast language, multiple competing CTAs
- **Always**: First name, specific reference to their situation, clear next step

## Related Skills
- `google-ads-manager` — Leads from PPC flow into GHL; sequence affects lead quality metrics
- `local-services-ads` — LSA leads need the same speed-to-lead treatment
- `gbp-manager` — GBP messages can be routed to GHL
- `storybrand-copywriter` — Message copy follows SB7 principles (customer is hero, clear CTA)