Multi-channel follow-up that feels personal, timely, and human — not automated
About the 12 Days of Features
This December, we’re counting down the 12 Days of Features, a daily spotlight on tools inside the SuccessWebsite platform that existing members often don’t realize they already have access to. Each day from December 13–24, we’re unveiling a feature designed to save you time, generate more business, and make your marketing and follow-up dramatically more effective.
Every real estate CRM promises “automated follow-up.”
Very few explain how that follow-up works—or why most agents end up abandoning it.
The difference isn’t automation itself.
It’s whether the system understands multi-channel communication and behavior-based timing.
That’s exactly what Communication Plans (Action Plans) inside EngageCRM are designed to do.
Why Single-Channel Follow-Up Fails
Relying on just one channel—email or text—creates blind spots.
- Emails get skimmed or saved “for later”
- Texts get missed or read at inconvenient moments
- Voicemails get ignored unless they feel personal
Modern follow-up works best when messages support each other across channels, instead of competing for attention.
That’s the core principle behind multi-channel Action Plans.
How Multi-Channel Communication Plans Actually Work
A Communication Plan is a pre-built sequence that automatically sends the right message, on the right channel, at the right time—based on predefined rules.
Inside EngageCRM, these plans can include:
- Email steps for longer-form information and listings
- SMS steps for fast, conversational check-ins
- Ringless voicemail drops for personal voice touchpoints
Each step is timed intentionally and can include logic such as:
- Send only if no reply was received
- Pause the plan when the lead responds
This isn’t a “blast.” It’s controlled automation with decision points.
Timing Is the Secret Sauce
One of the biggest advantages of Action Plans is precision timing.
Instead of “Day 1, Day 2, Day 3” messaging, plans can be configured around:
- Minutes after a form submission
- Specific times of day (e.g. 9–10am texts)
- Delayed follow-ups spaced days apart
This matters because responsiveness drops sharply after the first few hours. Action Plans ensure speed without scrambling.
Built to Sound Human by Design
From a technical standpoint, EngageCRM doesn’t force rigid merge-tag language or unnatural phrasing.
Messages are written as:
- Short, conversational sentences
- Casual check-ins instead of formal scripts
- Natural pauses between touchpoints
Because SMS, email, and voicemail are sequenced together, no single message has to “do everything.” Each one plays a role—just like real conversations do.
Behavior-Based Automation (Not Guesswork)
Action Plans don’t run blindly.
They track:
- Email opens and link clicks
- SMS replies
- Call activity and voicemail drops
Once a lead engages, the system can:
- Stop future automated messages
- Notify you immediately
- Log the interaction inside EngageCRM
This prevents the most common automation mistake: continuing to message someone who already responded.
One Setup. Unlimited Use.
From a systems perspective, Action Plans are templates.
Once created:
- They can be attached to any lead source
- Quality follow-up becomes consistent across your entire database
This is how agents scale without losing control—or sounding scripted.
Why This Matters in Real Estate
Real estate follow-up isn’t about sending more messages.
It’s about sequencing attention.
Communication Plans allow you to:
- Respond instantly without being glued to your phone
- Maintain a consistent presence across channels
- Step in personally at the exact right moment
That’s not automation replacing you.
That’s automation supporting you.
Our team of digital marketing experts has 27+ years of experience designing effective follow-up strategies, plus technology you can leverage to get more conversations with less effort. To learn more, click the green button below to get started with a free marketing assessment.
