Intent-Based Follow-Up Sequences: How to Match Message to Buying Moment

If a customer asks for a price on a $15,000 Roof Replacement, and you send them an automated email saying "Thanks for contacting us, we love our customers!", you have failed.

They don't want love. They want to know if you are expensive, trustworthy, and available.

Conversely, if a customer has a Burst Pipe, and you send them a 5-paragraph email about your company history, they will hate you. They want a plumber NOW.

Intent-Based Follow-Up means changing the Medium, Frequency, and Content of your messages based on what the lead actually needs.

The 4 Intent Lanes

Lane 1: The Urgent Lead (Repair/Emergency)

• The Vibe: Panic.
• Channel: SMS (90%) / Email (10%).
• Frequency: High (Double dial immediately, Text in 2 mins).
• The Script:
  • SMS 1: "This is Mike from [Company]. I saw your emergency request. I'm dispatching a tech to review. please answer the call from [Phone Number]."
  • Stop: If they don't reply in 30 mins, stop. They found someone else.

Lane 2: The Failure Lead (Replacement)

• The Vibe: Frustration + Budget Anxiety.
• Channel: Phone + Email.
• The Script:
  • Email 1: "Ballpark pricing for new units." (Give them ranges).
  • Email 2: "Financing options (0% interest)."
  • Email 3: "Warranty comparison vs competitors."

Lane 3: The Comparison Lead (Shopping Around)

• The Vibe: Skeptical.
• Channel: Email (Education heavy).
• The Script:
  • Day 1: "The 5 things to ask your contractor." (Position yourself as the guide).
  • Day 3: Case Study video.
  • Day 7: "Why we are more expensive (and worth it)."

Lane 4: The Timing Lead (Planning)

• The Vibe: Passive.
• Channel: Long-term Email Nurture.
• The Script: Monthly newsletter with seasonal tips. Don't push. Just stay top of mind.

How to execute This Technically

You need a CRM (Customer Relationship Manager) that tags leads.

1. Tagging: When the lead comes in from the "Emergency Page," tag it URGENT. When it comes from the "Financing Page," tag it REPLACEMENT.
2. Workflows: Build 4 separate automation workflows trigger by these tags.
3. Cross-Over: If a Timing lead suddenly calls (becomes Urgent), the system must remove them from the Timing sequence and add them to the Urgent sequence.

Verification Checklist

• Tag Audit: Check your CRM. Are leads actually getting tagged?
• Content Match: Read your "Urgent" email. Is it <50 words? (It should be).
• Stop Logic: If a customer replies, does the automation stop? (Crucial).

Common Mistakes

[!TIP] Use "If/Then" Logic Don't guess. Ask. In your first text, ask: "Is this an emergency?" If they reply YES -> Switch to Urgent Lane. If they reply NO -> Switch to Booking Lane.

• Sending Pricing to Everyone: Don't send price lists to Urgent leads. They pay for speed. Don't hide pricing from Comparison leads. They buy on value.
• Ignoring the Medium: Don't email an Urgent lead. They won't see it.

FAQ

Q: Can I automate all of this? A: Yes. Tools like GoHighLevel or ActiveCampaign thrive on this logic.

Q: What if I don't know the intent? A: Default to "Response" intent (Speed). Then qualify and move them.

Sources and References

1. ActiveCampaign: Segmentation Guide - How to tag and filter.
2. StoryBrand: The Guide - Positioning yourself as the solution.

Changelog

• 2024-06-03: Initial publication.

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Read Next in This Hub:

• First 24 Hours - The critical window.
• Buying Moment Map - Define your intents.

Related System:

• Automation Architecture - Building the tagging system.