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Lead Response & Outreach Protocol
A uniform, high-speed response system for all incoming Facebook leads to maximize conversion rates and schedule introductory consultations.
Lead Assignment & Notification System
The Trigger
When a lead submits a Facebook Lead Form, GoHighLevel (GHL) automatically assigns the lead to an available advisor via Round Robin distribution.
The Alert
Advisors must have the GHL Mobile App installed with notifications enabled. You will receive a push notification, an internal GHL notification, and an email the moment a lead is assigned.
The "Golden 5 Minutes" Response
Research shows that reaching out within 5 minutes increases conversion rates by over 391%. Speed is critical to success.
01
SMS
Send a personalized text immediately .
02
Call
Dial the lead within 2 minutes of sending the SMS.
03
Email
If no answer, send a "Follow-up/Introduction" email immediately.
The SMS Script
"Hi [Lead Name], this is [Advisor Name] with Retirement Foundation For America. I just saw your request for retirement info on Facebook. I'm giving you a quick call from a [Area Code] number in a moment to help—talk soon!"
This immediate, personalized text message sets the stage for your follow-up call and establishes a warm connection with the lead. Use this exact template for consistency and professionalism.
Initial Call Strategy
If They Answer
Introduce yourself, reference the specific ad they clicked (e.g., "The Tax-Free Retirement Guide"), and transition into a qualifying question.
Example: "What is your biggest concern regarding your current retirement plan?"
If No Answer
Do not leave a voicemail on the first call. Instead, wait 5 minutes and call one more time ("Double Dialing").
If they don't answer the second time, leave a professional voicemail.
Follow-up Email Template
Subject: Regarding your Retirement Foundation request
"Hi [Lead Name], I tried reaching out via phone but missed you. I've attached the [Resource Name] you requested. When is a good time for a 5-minute chat to ensure I'm sending the most relevant info for your situation? You can also book directly here: [Calendar Link]."
This email provides value by delivering the requested resource while creating multiple pathways for the lead to engage with you.
The 7-Day Follow-Up Cadence
If the lead is not reached on Day 1, advisors must follow this persistence schedule to maximize conversion opportunities:
1
Day 2
1 Call (Morning) + 1 SMS (Afternoon)
2
Day 3
1 Call (Afternoon) + 1 Email
3
Day 5
1 SMS + 1 Call
4
Day 7
The "Break-up" Email/Text: "I haven't heard back, so I'll assume this isn't a priority right now. Feel free to reach out if things change."
CRM Maintenance in GHL
To keep the pipeline clean and organized, advisors must update the lead status in GHL after every interaction. This ensures accurate tracking and compliance.
No Answer
Move to "Attempting to Contact" status
Reached/Interested
Move to "Discovery Call Scheduled" status
Bad Lead
Move to "Disqualified" and note why
Compliance & Call Recording

Important: If calls are made through the GHL dialer so that recordings and call logs are synced for compliance and coaching purposes.
Using the GHL dialer ensures that every interaction is properly documented, recorded, and available for quality assurance and training. This protects both the advisor and the company while providing valuable coaching opportunities.
Key Success Metrics
391%
Conversion Increase
When reaching out within 5 minutes
5
Minutes
Golden response window for maximum impact
7
Days
Complete follow-up cadence duration
Following this protocol consistently will dramatically improve your lead conversion rates and help you build a robust pipeline of qualified prospects. Speed, persistence, and proper documentation are the keys to success.
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