121 Agents — CRM Playbook
🧠 The Mindset
This isn't a spreadsheet. This is a game.
Every lead is a player on the board. Your job is to move them forward — one stage at a time — until you're sitting across the table signing a listing agreement. Some will move fast. Some will take months. Some will ghost you. That's the game.
Tags are tokens you collect along the way. Every tag tells a story: a call was logged, a text was sent, someone clicked a link at 11pm because they were curious. Tags don't just label — they prove activity happened and unlock the next move.
Stages are your scoreboard. They tell you — and everyone else on the team — exactly where a lead stands. No ambiguity. No "I think they're interested." The stage IS the answer.
121 CRM is the field. Everything happens there. If it didn't happen in the CRM, it didn't happen.
🛠️ Your Tools
Three tools. One workflow.
Every tool has its job. Don't mix them up.
crm.coloradodreamhomes.co
This is your command center. Every lead lives here. Stages, tags, activity logs, contact info, tasks — it's all here. You open every call from here. You log everything here. If it's not in the CRM, it didn't happen.
FUB is a separate system used only for warm leads (Contacted stage and above who are actively interested). The Push to FUB button on the lead card handles this automatically — you don't need to do anything manually.
Calls and texts happen here. Copy the phone number from CRM (📋 icon) → paste into BatchDialer → dial. After the call, log the outcome back in CRM using the quick-log buttons.
BatchDialer syncs with CRM every night at 2am — filling in any missed call outcomes automatically. But don't rely on it. Log as you go.
Email sends from inside the CRM. Connect your Gmail in the activity feed (Connect Gmail button). After that, you can send emails directly from a lead's detail page — they appear in the activity feed just like calls and texts.
💻 The CRM — How to Use It
📋 What You See on a Lead Card
- Street View thumbnail — click to expand
- "Maps" link for virtual property walkthrough
- Quick intel bar: equity, days left, lease status
- Call dots, text dots, email dots — at-a-glance history
- All phone numbers with DNC badges
- All known emails
- FastPeopleSearch button — copies name + city to clipboard and opens FPS in one click
- 📋 icon next to numbers — copies to clipboard for BatchDialer
One click to log common outcomes — no form required:
- 💬 Sent Text — logs text outreach instantly
- 📞 Called (VM) — logs voicemail left, adds tag
- 📵 No Answer — logs no-answer attempt, adds tag
- Filter tabs: All / Calls / Texts / Emails / Notes / Stage
- Full history in one scrollable view
- Log Activity form for detailed notes
- Email sends directly from here (once Gmail connected)
- Tasks auto-created by Contact Plans appear here
📌 Logging Rules
- After every call: hit a quick-log button OR fill out the Log Activity form. Always.
- After a text: hit "Sent Text" — BatchDialer content syncs overnight, but log the action now.
- After a stage change: use the stage dropdown at the top of the lead card. Tasks auto-create from the Contact Plan.
- BatchDialer daily sync at 2am fills in any missed call outcomes — but don't rely on it. Log as you go.
⚡ The Workflow — Start to Close
Lead-to-Close in One Shot
Lead arrives → CRM stage: NEW Contact Plan auto-creates tasks (Call Day 0, Call Day 2, Text Day 3) → Open lead in CRM → Copy phone number (📋 icon) → paste into BatchDialer → dial → Voicemail? Click "📞 Called (VM)" → tags + logs instantly → No answer? Click "📵 No Answer" → logged, try again per plan → Text sent? Click "💬 Sent Text" → logged → They pick up! Log activity → change stage to CONTACTED Ask the 5 qualifying questions → Interested? Click "Push to FUB" → enters FUB warm pipeline → Not ready? Stage → NURTURE → Hard no? Stage → DEAD + reason tag
📡 The Signal System — Passive Interactions
Before we talk stages, we need to talk about nibbles. A nibble is when someone interacts with us without saying a word. They're curious. They're not ready to talk. But they noticed us — and that matters.
Nibbles are tracked as Tags in the CRM — just like every other token. When a signal fires, a tag gets added to the lead automatically. You'll see them stacking up on the lead record right alongside your outreach tags.
| What happened | Tag | What it means | Next move |
| Visited the website | Site-Visitor | They clicked something, probably an ad | Note it. Watch for repeat visits. |
| Scanned QR code on postcard | QR-Scanned | They held our postcard and pulled out their phone | 🔥 Personal follow-up within 48h |
| Visited site 2+ times | Repeat-Visitor | Coming back on their own. They're thinking. | Move to front of call queue |
| Opened an email | Email-Opened | Curiosity confirmed | Keep the drip going |
| Clicked a link in email | Email-Clicked | Real interest — they acted | Call within 24h |
| Interacted with Facebook ad | FB-Engaged | Public signal — message resonated | Add to retarget audience |
| Watched FB video >50% | FB-Video-Watch | Invested attention | Retarget with next ad |
| Chatbot interaction | Chatbot-Touch | Asked us something, even anonymously | If email/phone captured → create contact immediately |
QR-Scanned isn't cold — they're someone who knows who you are and is on the fence. When a lead has 3+ nibble tags, manually bump them to the front of your call queue. They're warm. Act like it.
🏷️ The Full Tag Library
🎯 Priority
A+ Urgent Soon Pipeline
🏡 Property
SFH Townhome Denver Lakewood Arvada Wheat-Ridge Golden Englewood
🔑 Lease Intel
Lease-Renewing Lease-Active Lease-Expired Self-Managed PM-Managed
📬 Outreach Done
Called-VM No-Answer No-Answer-x3 Text-Sent Text-Reply Called-Back Email-Reply
These are logged via CRM quick-log buttons and BatchDialer sync. Postcard tags (Postcard-1, Postcard-2) are added automatically by admin — agents don't manage postcards.
💰 Money Spent (FB Campaigns)
FB-Retarget FB-Engaged FB-Video-Watch FB-Spring26 (new tag per campaign)
👀 Passive Signals (Nibbles)
Site-Visitor Repeat-Visitor QR-Scanned Email-Opened Email-Clicked Chatbot-Touch
📋 Sales Activity
CMA-Sent Consultation-Scheduled Listing-Presentation-Done CMA-Delivered Objection-Handled
✅ Transaction
Listed Photos-Done On-MLS Open-House-Scheduled Under-Contract Inspection-Done Appraisal-Done Clear-to-Close Closed-121
❌ Dead Reasons
Not-Interested Already-Listed Already-Sold Wrong-Info Deceased Litigator
🚫 Compliance
DNC Email-Only Review-Requested Referred-By
The Stages — Full Field Guide
How they get here: Imported from our data pipeline. They don't know we exist yet.
What you know: Name, address, estimated equity, 121 deadline, lease timing. You've done your homework. They haven't.
Contact Plan auto-creates 3 tasks on import:
- 📞 Call Day 0 — today. Get on it.
- 📞 Call Day 2 — follow-up if no answer
- 💬 Text Day 3 — if still no contact
The play:
- Open lead in CRM → copy phone number (📋 icon) → paste into BatchDialer → dial
- Voicemail: short, confident message (script below) → click "📞 Called (VM)" in CRM
- No answer: click "📵 No Answer" → try again per plan schedule
"Hey [Name], this is [Agent] with Colorado Dream Homes. I'm reaching out about your property on [Street] — I have some time-sensitive information about a tax window that may affect you as the owner. Worth a quick conversation. Call me back at [number] whenever you get a chance. Thanks!"
Move to Attempting when: First contact attempt made.
Move to Contacted when: They pick up or reply.
How they get here: First attempt made. No live contact yet.
Contact Plan auto-creates 6 tasks over 21 days:
Day 0: Stage → Attempting Day 3: Call #2 — try a different time of day Day 5: Text message → log: Sent Text Day 7: Email #1 — send via Gmail from lead detail page Day 10: Call #3 — try evening if morning didn't work Day 14: Call #4 — persistence wins Day 21: Call #5 — final attempt this round Day 21: No response → tag: No-Answer-x3 → move to Nurture
By Day 21, a lead has received multiple voicemails, texts, and an email — plus any postcards from admin and possibly Facebook retargeting. They know who you are. They're choosing not to engage yet. Put them in Nurture and come back.
How they get here: They picked up. Replied to a text. Called back. Any real two-way communication counts. Log the contact → change stage to CONTACTED.
The 5 questions — in order:
- "Are you still the owner of [address]?" — Confirms the data is right.
- "Are you currently renting it out?" — Confirms rental status.
- "Do you know about the Section 121 tax exclusion for primary residences?" — 90% will say no. That's your opening.
- "When did you move out and start renting it?" — Calculates their window.
- "Would it be helpful if I ran some numbers to show you what you might walk away with if you sold before that window closes?" — Plants the seed.
After the call (within 5 minutes): Log the activity in CRM. Update stage. Add notes and tags. If they're interested — hit Push to FUB and let FUB take the warm lead workflow from here.
Move to Qualified when: They understand 121 and are open to next steps.
Move to Nurture when: Not ready now but not a hard no.
Move to Dead when: Hard no, wrong person, already sold.
- Monthly: automated value-add email (market update, neighborhood news) — send via Gmail from CRM
- Every 90 days: personal check-in text via BatchDialer → log "Sent Text" in CRM
- Annually: "Your 121 window update" — remind them the clock is still ticking
How they get here: They understand the 121 opportunity and are open to talking more. Push to FUB — FUB takes over warm lead management from here.
Send within 24 hours:
"Based on our data, you bought at $X and your home is estimated at $Y today — that's roughly $Z in appreciation. If you qualify for the full 121 exclusion, that could all be tax-free. Worth a 20-minute call to see if the timing works?"
The two-clock frame: You have TWO urgency signals — their 121 deadline AND their lease renewal. Use both: "The interesting thing is these two clocks are converging. When your lease renews is actually a natural decision point for your tenant too — could be the cleanest exit you'll ever have."
How they get here: They asked for a CMA, agreed to a consultation, or signaled they're seriously considering selling. All activity managed in FUB from this point — CRM mirrors the record.
- Personal follow-up every 48 hours — not automated, not templated
- Every interaction logged same day in CRM
- One agent owns this lead — no confusion
- No response in 5 days → call AND text AND email. Do not let a Hot Prospect go cold.
Common objections:
- "I want to wait and see the market" → "The 121 clock doesn't wait for the market."
- "My tenant has a lease through [month]" → "That's perfect timing — we list now, give proper notice, close around lease end."
- "I'm not sure I want to sell" → "Let me show you the numbers. No pressure either way."
Listing agreement signed. Standard listing management. CRM tracks everything through closing. FUB coordinates active client communication. Every interaction logged. Client gets consistent updates.
Closing checklist kicks in. Stay close through inspection, appraisal, and clear to close. Log every milestone in CRM.
Day of closing: Log it in CRM. Add tag Closed-121 — this was a 121 deal, that matters.
Within 1 week: Personal note or call. Ask for a review and a referral.
Automated: Past client nurture starts. Annual check-in. Market updates. These people sold tax-free because of you. They will tell people.
Not a failure — it's information. Always tag the reason. Dead leads are never deleted — markets change, people change their minds. A Not-Interested today might be a Qualified in 18 months.
| Tag | Meaning |
| Not-Interested | Explicit no |
| Already-Listed | Working with another agent |
| Already-Sold | Missed the window |
| Wrong-Info | Bad data — not the owner, wrong address |
| Deceased | Handle sensitively |
| Litigator | Do not contact |
📊 The Scoreboard
| Metric | Target |
| New → Attempting | Same day as import |
| Attempting → Contacted | Within 21 days |
| Contacted → Qualified | 30–40% of conversations |
| Qualified → Hot Prospect | 50%+ |
| Hot Prospect → Active Client | 60%+ |
| Days in Attempting before Nurture | ≤ 21 |
| Call logs per agent per week | ≥ 20 |
| Leads with no stage update in 7+ days | 0 |
📋 Quick Reference Card
The Rules
IMPORTED? → New → Contact Plan fires tasks automatically FIRST ATTEMPT MADE? → Attempting SPOKE TO THEM? → Contacted (SAME DAY — no exceptions) THEY UNDERSTAND 121? → Qualified → Push to FUB WANT A CMA? → Hot Prospect SIGNED? → Active Client UNDER CONTRACT? → Pending CLOSED? → Closed + tag: Closed-121 NOT READY? → Nurture HARD NO? → Dead + reason tag CALLING? → Copy number from CRM → paste into BatchDialer → dial VOICEMAIL LEFT? → Click "📞 Called (VM)" in CRM NO ANSWER? → Click "📵 No Answer" in CRM TEXT SENT? → Click "💬 Sent Text" in CRM EMAIL? → Send from lead detail page (Gmail connected) PUSH TO FUB? → Button on lead card when lead is Qualified+ THEY VISITED SITE? → Site-Visitor THEY SCANNED QR? → QR-Scanned (🔥 call within 48h) THEY CLICKED EMAIL? → Email-Clicked (move up call queue) NO ANSWER x3? → No-Answer-x3 → Nurture