Start Here / Step 6: Connect, Test & Launch

CRM Automation and Connection SOP

Connect the tools and prove each event has the correct next action.

Customize before using

Replace the fields used in your selected template. Use [AGENT NAME], [BROKERAGE], [CITY], [COUNTY] or [NEIGHBORHOOD], [SELLER OFFER], verified [LOCAL MARKET DATA], [BOOKING LINK], [PHONE] and [EMAIL] consistently. Complete any additional bracketed delivery, privacy, property or review fields that apply. Delete instructions and unused alternatives before sending.

Build the workflow in your chosen tool

Use the native automation builder when it supplies the required triggers, conditions, delays, and exits. Otherwise use a tested connector; if automation is unavailable, use the manual procedure below. These rules define the behavior regardless of vendor menus.

Workflow A Accepted resource request

Trigger: form provider confirms a valid accepted submission.

1. Read a unique submission/event ID and stable source tags. Match the CRM contact and seller/property opportunity; create or update without overwriting suppression or the earliest source.
2. Save submitted permissions and their wording/version. Reject invalid required fields before success. If saving fails, display or send a recoverable error and alert the owner.
3. Send the requested resource or acknowledge the real report turnaround. Display the immediate download independently of marketing opt-in.
4. Create an owner task to review seller intent and missing qualification details. Notify the owner and backup through the approved route.
5. Enroll in nurture only if the actual contact choice and applicable rules permit it. Select the timeline branch. Keep delivered resource, marketing permission, and qualification status separate.
6. Send the logical lead tracking event only after successful acceptance and according to permitted tracking choices. Verify browser/server deduplication if both are used.

Workflow B Qualification and replies

Trigger: qualification answers saved or a human confirms missing facts. Apply Seller Qualification Form's criteria. Store qualified timestamp once; retain the reason and any later change. Ready sellers requesting a conversation receive the calendar. Later sellers get a next task and the permitted nurture path. Trigger: inbound reply. Pause promotional automation, assign a human reply task, and update the record after the conversation. Never depend on an email open as proof of readiness or receipt. Trigger: opt-out or decline. Apply the relevant channel suppression immediately, cancel pending affected jobs, preserve the record, and prevent automatic reenrollment. Escalate unclear scope for review without sending more promotion.

Workflow C Booking and reminders

Trigger: confirmed calendar event with appointment ID and opportunity ID. Verify qualification or route to a human. Store first-booked date if blank. Stop nurture and create the current appointment attempt. Send Appointment Confirmation and Reminder Pack confirmation and schedule the two future reminders; skip elapsed times. Before each reminder: reread appointment ID, current scheduled time, status, permissions, and timezone. Send only if still valid. On reschedule, mark the previous attempt Rescheduled, cancel its jobs, and create the new attempt using the same opportunity ID. On cancel, stop old jobs and mark Cancelled. No new unique booking count.

Workflow D Appointment outcome

After scheduled time, create an agent task to mark Held, No-show, Cancelled, or Rescheduled. Keep Pending until known. Held requires actual substantive seller conversation; write first-held date once. No-show starts Appointment Confirmation and Reminder Pack recovery. A signed listing writes its own date. Closing and actual GCI are recorded when known, not projected at signing.

Manual fallback

Export accepted form submissions securely each business day. Match them to the CRM by stable ID and seller/property. Send the requested resource; assign a qualification task and reply manually through permitted channels. On agreed booking create the calendar invite, confirmation, and reminders; use the appointment log. During an outage, pause paid delivery if you cannot reliably accept and handle new inquiries. Recover only affected unsent actions; do not bulk resend completed jobs or suppressed marketing.

Error and retry handling

Store event ID, result, timestamp, and error message. Retry by the same ID so a repeated event does not send duplicate messages. Alert owner on failed record creation, delivery, calendar update, or reminder cancellation. Compare the provider's accepted form count with CRM deduplicated records each day; explain legitimate duplicates and spam/test exclusions. A webhook response alone does not prove the full journey worked.

End-to-end test log

Use your own test contact details and mark all test records excluded. Never use real homeowner data in public screenshots or recording examples.

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Support reference R23