You ran a home-value ad for two weeks. Nine people filled out the form. You call the first one and get voicemail. You text the second and the number belongs to someone's old landline. The third answers and says, 'Wait, who is this?'
That's the pattern with social ad leads. The person didn't go looking for an agent. They saw something on their feed, tapped through a short form, and kept scrolling. They often barely remember doing it. A cold call about their 'inquiry' can feel like it came out of nowhere, and the gap between the tap and your message decides a lot of how it lands.
The follow-up has to do more reminding and less selling, and the early messages should be short enough to read at a red light. Say who you are and what they signed up for, ask one easy question, and don't assume they're ready to talk about listing or buying. Some will be. Most will take weeks, and a few were never real. Nobody can tell the three groups apart from a form alone. Nobody can tell the three groups apart from a form alone. The job is to keep a light, steady presence while you sort out who's who, without burning a week of phone time on numbers that never answer. This page covers what that looks like, and how a Keystone sequence runs the schedule while you stay on top of the replies.
A form fill takes seconds, so the person on the other end often can't place your name. The first message has to remind them what they asked for and why you're writing.
Some entries have typos, old phone numbers or a random email. Spending a week cold-calling a dead number costs more than the lead was worth. You need quick, cheap touches first and phone time reserved for people who respond.
Ad spend buys the name. Follow-up is where the money is made or wasted. When leads arrive in batches, the later ones sit while you work the first few.
There's a first text and then months of nothing. The 'maybe in six months' people disappear because there's no gentle way of staying in touch.
However your leads come out of your ad account, if you can export them to a spreadsheet, drop that file into Keystone and the columns match themselves. Pick a sequence for the type of lead, such as a home-value request or a buyer inquiry, and every person gets steps already written: a text that reminds them who you are, an email with something useful, a call prompt with talking points for the ones who respond, and check-ins that keep going for weeks.
The Today list shows who to reach each day, with the message ready and their details filled in. Edit it or send it as is. You can text from your own cell or use a Keystone Number that logs both sides of every conversation, and quiet hours keep a late text waiting until morning. Connect Gmail or Outlook for email, and it goes out as you.
When someone replies, their sequence pauses and the reply goes to the top of your list, so you stop scripted messages the moment a real conversation starts. If you add a printed letter or handwritten card, it waits for your approval and you see its cost before anything ships. Keystone doesn't run ads or generate leads. It follows up with the ones you've paid for.
Suggested sequence: Online Lead Warm-Up
7 steps over 60 days. Each one lands on your Today list as a draft you can edit or send.
Hi Priya, this is Scott, the agent whose home-value form you filled out. Quick question: are you curious about selling or just checking?...
Hi Priya, thanks for your interest. Here's a rough look at what homes like yours have sold for nearby, and how I'd refine it....
Mention the form they filled out. Ask if they're thinking about a move this year, and offer a more accurate number based on a quick walkthrough....
Hi Priya, a short note about the details that move a price the most, and what I'd look at first if I came by....
Hi Priya, no rush at all. If you'd like a more exact number on your place, I'm happy to put one together....
Hi Priya, here's a quick look at what's been selling near you lately, and how long it's taking....
Priya, thanks for reaching out a while back. If your plans take shape, I'm easy to reach. Scott...
+ more steps in the full sequence
Start on the Free plan. Every message comes drafted for you.