Stormline - Full Automation Plan

Naming Convention

One consistent vocabulary across workflows, pipelines, tags, emails, and fields. Foundation before behavior - do this first.

Why this matters

As Stormline grows past a handful of workflows, naming discipline is the difference between a clean library and a maze nobody can navigate.

The conventions

Workflows + Helpers
Pipelines + Stages
Tags
Emails / SMS / Notifications
Custom Fields

Rule of thumbIf you can't tell what a workflow does from its name alone, the name is wrong. Open it, rename it, save it.

Figure 01 - Naming Patterns

Workflows

PATTERN
WF[N] - [NNN] [Stage Name]
WF1 - 001 New Lead
WF4 - 004 Estimate Sent
NSR - No-Show Recovery
D3 - Delivery 003 Project Complete

WF / D prefix - Sales-cycle vs Delivery-cycle workflow
NNN number - the stage position it owns
Helper sub-workflows sit beside the WF they support (see Helpers)

Emails, SMS, Notifications

PATTERN
P[Phase]_[WF#]_[Purpose]
P1_003_ThankYou (email)
P1_005_SMS_Urgency (sms)
P1_004_Notify_RepTakeOver (internal)

P1 = Sales phase, P2 = Delivery phase. SMS + Notify infixes keep types sortable.

Tags + Custom Fields

PATTERN
snake_case
tags: new_lead, no_show_lost, sales_to_delivery
fields: follow_up_count (number)

Tags are case-sensitive - always paste, never retype.

Offer & Entry Point

Stormline is a lead-generation funnel, not a checkout. There are no paid GHL products - the entry points are a lead form and a booking calendar.

Why no products

Roofing is sold by inspection and estimate, not online checkout. Nothing fires off ORDER_SUBMITTED here - entry is a form opt-in and a booked consultation.

Path

Sites & Funnels (lead form) + Calendars (Roofing Consultation)

No payment gateway neededNo Stripe/products to configure. If Stormline later sells a paid inspection or deposit, add it as a GHL product and a matching WF - the rest of the system is unaffected.

Figure 02 - Entry Points

Entry Point	Type	Fires	Into Stage
Stormline Lead Form	Form	Form Submitted	New Lead
Roofing Consultation	Calendar	Appointment confirmed	Inspection Booked
Roofing Consultation	Calendar	Appointment no-show	(stays Inspection Booked, NSR runs)

Pipelines

Two pipelines: a Sales pipeline (lead to signed) and a Delivery pipeline (build to retained). WF6 hands the deal from one to the other.

Why two pipelines

Sales tracking and crew/fulfillment tracking serve different teams. Splitting them keeps each board readable and reporting clean.

The handoff

WF6 (Project Won) moves the opportunity out of Sales and into the Delivery pipeline at Project Scheduled - that's where D1 picks it up.

7-stage ruleGHL best practice: keep pipelines at or under 7 stages. The Sales pipeline sits exactly at 7.

Figure 03 - Pipeline Architecture

flowchart TD
    A0(["New Lead"]):::trigger
    A1["Inspection Booked"]:::action
    A2["Inspection Complete"]:::action
    A3["Estimate Sent"]:::action
    A4{"Decision Pending"}:::decision
    A5(["Project Won"]):::grant
    A6(["Project Lost"]):::end_
    A0 --> A1 --> A2 --> A3 --> A4
    A4 -->|Signs| A5
    A4 -->|Declines| A6
    A5 -.->|Handoff to Delivery| B0

    B0(["Project Scheduled"]):::trigger
    B1["In Progress"]:::action
    B2["Project Complete"]:::action
    B3["Review Requested"]:::action
    B4["Warranty Follow Up"]:::action
    B5(["Client Retained"]):::grant
    B0 --> B1 --> B2 --> B3 --> B4 --> B5

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    classDef action fill:#ffffff,stroke:#CBD5E1,color:#14213D
    classDef decision fill:#FEF3C7,stroke:#F59E0B,color:#78350F
    classDef grant fill:#2E5E96,stroke:#1E3A5F,color:#ffffff,font-weight:bold
    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

Sales pipeline - StormLine Sales Pipeline Demo (7 stages)
Delivery pipeline - Stormline Delivery Pipeline (6 stages)

Tag Taxonomy

Tags are the routing layer. They persist on the contact where a one-shot trigger can't see history - so workflows can branch on what already happened.

Two tag classes

Identity tags persist across cycles (new_lead, returning_lead, won). Transactional flags are stripped at the top of WF1 so a returning lead doesn't trigger the wrong branch.

Case-sensitiveTypos break workflow conditions silently. Always paste tags, never retype.

Figure 04 - Tag Reference

Tag	Set By	Purpose
`new_lead` / `returning_lead`	WF1	Identity - kept across cycles
`inspection_booked`	WF2	Consultation confirmed
`no_show` / `no_show_lost`	NSR	Missed appt / lost after no rebook
`inspection_complete`	WF3	Inspection done, awaiting estimate
`estimate_sent`	WF4	Quote delivered
`decision_pending`	WF5	Quote out, awaiting answer
`won` + `sales_to_delivery`	WF6	Signed - handing to crew
`lost` / `re_engagement_journey`	WF7	Lost / in long-term win-back
`in_progress` / `project_complete`	D2 / D3	Delivery stage flags
`build_scheduled`	Helper	Build booked (set outside WF6 to dodge instant-goal)
`review_sent` / `review_clicked`	Helper / D4	Review submitted / link clicked
`project_concern`	Helper (inbound reply)	Homeowner flagged a problem - stop auto-advance
`client_retained`	D5	Long-term retained customer

Trigger to Workflow Map

Most of the system is driven by Pipeline Stage Changed - each workflow advances the stage, which fires the next workflow. The chain runs itself.

Trigger sources

FORM_SUBMITTED - lead capture
APPOINTMENT_STATUS - confirmed / no-show
PIPELINE_STAGE_CHANGED - the main engine
OPP_STATUS_CHANGED - Lost (rep manual)
REVIEW_LINK_CLICKED - advocacy

Always filter the stageA Pipeline Stage Changed trigger with no stage filter fires on EVERY move - it must be scoped to the one stage it owns.

Figure 05 - Trigger Map

flowchart LR
    F["Form Submitted"]:::trigger -->|capture| W1["WF1 New Lead"]:::action
    C1["Appt confirmed"]:::trigger -->|book| W2["WF2 Inspection Booked"]:::action
    C2["Appt no-show"]:::trigger -->|recover| NS["NSR No-Show"]:::action
    S1["Stage: Inspection Complete"]:::trigger --> W3["WF3"]:::action
    S2["Stage: Estimate Sent"]:::trigger --> W4["WF4"]:::action
    S3["Stage: Decision Pending"]:::trigger --> W5["WF5"]:::action
    S4["Stage: Project Won"]:::trigger --> W6["WF6 + Delivery handoff"]:::grant
    S5["Status: Lost"]:::trigger --> W7["WF7 Win-Back"]:::action
    S6["Stage: Project Scheduled"]:::trigger --> D["D1..D5 Delivery"]:::action

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    classDef action fill:#ffffff,stroke:#CBD5E1,color:#14213D
    classDef grant fill:#2E5E96,stroke:#1E3A5F,color:#ffffff,font-weight:bold

WF 01

Form Submitted -> New Lead Nurture

Speed-to-lead capture: greet, book, chase, and only mark Lost if they never schedule.

As-built

Lead fills out form

Say it simply The moment someone fills out your form, they get a friendly text and email with a link to book - and if they don't book yet, we keep gently reminding them, so no lead ever goes cold.

What it does

Captures new vs returning leads, sends a welcome + booking link, runs email/SMS nudges, and marks Lost if they never book.

Figure WF01 - New Lead

flowchart TD
    T(["Form Submitted: Stormline Lead Form"]):::trigger
    R["Remove stale transactional tags"]:::action
    F{"Find Opportunity"}:::decision
    UF["Found: Update opp -> New Lead, Open"]:::action
    TF["Tag: returning_lead"]:::action
    CN["Not Found: Create opp -> New Lead"]:::action
    TN["Tag: new_lead"]:::action
    E1["Email: Welcome + Booking link"]:::action
    S1["SMS 1: Speed-to-lead"]:::action
    N["Notify team: New Lead Alert"]:::action
    W1["Wait 1 day"]:::wait
    E2["Email 2: Nudge"]:::action
    S2["SMS 2: Nudge"]:::action
    W2["Wait 2 days"]:::wait
    E3["Email 3: Last Call"]:::action
    EB["Email: Lost Breakup"]:::action
    UL["Update opp -> Project Lost, Lost"]:::action
    G{"Goal: appt confirmed?"}:::decision
    Z(["End"]):::end_
    T --> R --> F
    F -->|Found| UF --> TF --> E1
    F -->|Not Found| CN --> TN --> E1
    E1 --> S1 --> N --> W1 --> E2 --> S2 --> W2 --> E3 --> EB --> UL --> G
    G -->|Books -> WF2| Z
    G -->|Never books| Z

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    classDef decision fill:#FEF3C7,stroke:#F59E0B,color:#78350F
    classDef grant fill:#2E5E96,stroke:#1E3A5F,color:#ffffff,font-weight:bold
    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

WF 02

Appointment Confirmed -> Inspection Booked

Confirm the booking, then remind the day before and an hour before - anchored to the real appointment time.

As-built

Appointment confirmed

What it does

Confirms the inspection immediately, sends anchored day-before and hour-before reminders, and alerts the team to schedule the inspector.

Figure WF02 - Inspection Booked

flowchart TD
    T(["Appt confirmed: Roofing Consultation"]):::trigger
    F{"Find Opportunity"}:::decision
    UF["Found: Update opp -> Inspection Booked, Open"]:::action
    TG["Tag: inspection_booked"]:::action
    EC["Email: WF2_Confirmation"]:::action
    N["Notify team: inspection booked"]:::action
    WA["Wait until 1 day before appt"]:::wait
    ED["Email: WF2_DayBefore"]:::action
    SD["SMS: WF2_SMS_DayBefore"]:::action
    WH["Wait until 1 hour before appt"]:::wait
    EH["Email: WF2_HeadsUp"]:::action
    SH["SMS: WF2_SMS_HeadsUp"]:::action
    G{"Goal: cancelled / no-show?"}:::decision
    CN["Not Found: Create opp -> Inspection Booked"]:::action
    Z(["End (helper marks Complete on show)"]):::end_
    T --> F
    F -->|Found| UF --> TG --> EC
    F -->|Not Found| CN --> TG
    EC --> N --> WA --> ED --> SD --> WH --> EH --> SH --> G
    G -->|Cancel/No-show -> NSR| Z
    G -->|Shows| Z

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    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

NSR

Appointment No-Show -> Rebook Recovery

Re-engage a no-show with a few gentle nudges; mark Lost only if they truly vanish.

Verified live - 16 Jun 2026

Appointment no-show

What it does

When an inspection is marked no-show, it chases a rebook over several days, then marks Lost only if they never return. Without it, no-shows dead-end at Inspection Booked forever.

Figure NSR - No-Show Recovery

flowchart TD
    T(["Appt no-show: Roofing Consultation"]):::trigger
    FO["Find Opportunity (Latest)"]:::action
    U["Update opp -> Status Open (keep Inspection Booked)"]:::action
    TG["Tag: no_show"]:::action
    E1["Email: NSR_Rebook1 (immediate)"]:::action
    S1["SMS: NSR_SMS_Rebook"]:::action
    N["Notify team: they ghosted"]:::action
    W1["Wait 2 days"]:::wait
    E2["Email: NSR_Rebook2"]:::action
    W2["Wait 3 days"]:::wait
    UL["Update opp -> Project Lost, Lost"]:::action
    TL["Tag: no_show_lost"]:::action
    G{"Goal: appt confirmed (rebook)?"}:::decision
    Z(["End"]):::end_
    T --> FO --> U --> TG --> E1 --> S1 --> N --> W1 --> E2 --> W2 --> UL --> TL --> G
    G -->|Rebooks -> WF2| Z
    G -->|Vanishes| Z

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    classDef decision fill:#FEF3C7,stroke:#F59E0B,color:#78350F
    classDef grant fill:#2E5E96,stroke:#1E3A5F,color:#ffffff,font-weight:bold
    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

WF 03

Inspection Complete -> Thank + Estimate Prep

Thank them while the visit is fresh, set the estimate ETA, poke the team, advance to Estimate Sent.

As-built

Stage = Inspection Complete

What it does

After the inspection: same-day thank-you, an estimate-timing email/SMS, then a team notification to actually build the quote - then it advances the stage to fire WF4.

Figure WF03 - Inspection Complete

flowchart TD
    T(["Stage = Inspection Complete"]):::trigger
    FO["Find Opportunity"]:::action
    U["Update opp -> Inspection Complete"]:::action
    TG["Tag: inspection_complete"]:::action
    E1["Email: P1_003_ThankYou (same-day)"]:::action
    W1["Wait 4 hours"]:::wait
    E2["Email: P1_003_EstimateTimeline"]:::action
    S1["SMS: P1_003_SMS_Timeline"]:::action
    W2["Wait 1 day"]:::wait
    N["Notify team: estimate due"]:::action
    ES(["Update opp -> Estimate Sent -> WF4"]):::end_
    T --> FO --> U --> TG --> E1 --> W1 --> E2 --> S1 --> W2 --> N --> ES

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    classDef decision fill:#FEF3C7,stroke:#F59E0B,color:#78350F
    classDef grant fill:#2E5E96,stroke:#1E3A5F,color:#ffffff,font-weight:bold
    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

WF 04

Estimate Sent -> Follow-up Loop (x3)

Deliver the quote, then nudge up to 3 times with one reusable template via a counter loop - then hand to a rep at Decision Pending.

As-built

Stage = Estimate Sent

What it does

Sends the estimate, then loops one follow-up template up to 3 times (follow_up_count +1 each pass), and advances to Decision Pending so nothing dead-ends.

Figure WF04 - Estimate Follow-up Loop

flowchart TD
    T(["Stage = Estimate Sent"]):::trigger
    FO["Find Opportunity"]:::action
    U["Update opp -> Estimate Sent, Open"]:::action
    TG["Tag: estimate_sent"]:::action
    RC["Reset follow_up_count = 0"]:::action
    E1["Email: P1_004_Estimate"]:::action
    N1["Notify team: estimate out"]:::action
    WL["Wait 2 days (loop top)"]:::wait
    EF["Email: P1_004_FollowUp"]:::action
    SF["SMS: P1_004_SMS_FollowUp"]:::action
    INC["follow_up_count + 1"]:::action
    D{"3+ nudges sent?"}:::decision
    NR["Notify team: rep take over"]:::action
    DP(["Update opp -> Decision Pending -> WF5"]):::end_
    T --> FO --> U --> TG --> RC --> E1 --> N1 --> WL --> EF --> SF --> INC --> D
    D -->|No| WL
    D -->|Yes| NR --> DP

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    classDef decision fill:#FEF3C7,stroke:#F59E0B,color:#78350F
    classDef grant fill:#2E5E96,stroke:#1E3A5F,color:#ffffff,font-weight:bold
    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

WF 05

Decision Pending -> Decision Nudge (x2)

Gently push the undecided homeowner up to 2 times, then notify the rep to close. WF5 never marks Won/Lost itself.

Design-ahead spec

Stage = Decision Pending

What it does

Chases a decision with an email/SMS nudge looped up to twice via the counter, then alerts the rep. The rep moving the opp to Won/Lost is what fires WF6 or WF7.

Figure WF05 - Decision Nudge Loop

flowchart TD
    T(["Stage = Decision Pending"]):::trigger
    F{"Find Opportunity"}:::decision
    U["Found: Update opp -> Decision Pending, Open"]:::action
    TG["Tag: decision_pending"]:::action
    RC["Reset follow_up_count = 0"]:::action
    E1["Email: P1_005_CheckIn"]:::action
    N1["Notify team: pending"]:::action
    WL["Wait 3 days (loop top)"]:::wait
    EU["Email: P1_005_Urgency"]:::action
    SU["SMS: P1_005_SMS_Urgency"]:::action
    INC["follow_up_count + 1"]:::action
    D{"2+ nudges sent?"}:::decision
    NR["Notify team: rep decides"]:::action
    CN["Not Found: Create opp -> Decision Pending"]:::action
    Z(["End - rep moves Won/Lost -> WF6/WF7"]):::end_
    T --> F
    F -->|Found| U --> TG --> RC --> E1 --> N1 --> WL --> EU --> SU --> INC --> D
    F -->|Not Found| CN --> TG
    D -->|No| WL
    D -->|Yes| NR --> Z

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    classDef grant fill:#2E5E96,stroke:#1E3A5F,color:#ffffff,font-weight:bold
    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

WF 06

Project Won -> Celebrate + Delivery Handoff

Celebrate the signed deal, lock in build dates, and move the opportunity from Sales into the Delivery pipeline.

Design-ahead spec

Stage = Project Won

What it does

Welcomes the signed homeowner, alerts the crew, drives scheduling, then hands the deal to the Delivery pipeline at Project Scheduled (where D1 picks up).

Figure WF06 - Project Won + Handoff

flowchart TD
    T(["Stage = Project Won"]):::trigger
    F{"Find Opportunity"}:::decision
    U["Found: Update opp -> Won"]:::action
    RT["Remove stale Sales tags"]:::action
    TG["Tag: won + sales_to_delivery"]:::action
    E1["Email: P1_006_Welcome"]:::action
    W1["Wait 1 hour"]:::wait
    N["Notify crew: schedule + materials"]:::action
    E2["Email: P1_006_Scheduling (booking link)"]:::action
    S2["SMS: P1_006_SMS_Schedule"]:::action
    W2["Wait 2 days"]:::wait
    D{"Has build_scheduled tag?"}:::decision
    SR["SMS: P1_006_SMS_ScheduleReminder"]:::action
    CN["Not Found: Create opp -> Won"]:::action
    H(["Handoff: Delivery pipeline, Project Scheduled -> D1"]):::grant
    T --> F
    F -->|Found| U --> RT --> TG --> E1 --> W1 --> N --> E2 --> S2 --> W2 --> D
    F -->|Not Found| CN --> TG
    D -->|Scheduled| H
    D -->|Not yet| SR --> H

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    classDef grant fill:#2E5E96,stroke:#1E3A5F,color:#ffffff,font-weight:bold
    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

WF 07

Project Lost -> Win-Back Nurture

Part kindly, wait 30 days, then a seasonal check-in - and a Goal to catch them if they ever rebook.

Design-ahead spec

Status = Lost

What it does

Sends a gracious goodbye, waits a month, then a storm-season nudge, and tags them into a long-term campaign - with a Goal that re-welcomes anyone who rebooks.

Figure WF07 - Win-Back

flowchart TD
    T(["Status = Lost / Project Lost"]):::trigger
    F{"Find Opportunity"}:::decision
    U["Found: Update opp -> Lost"]:::action
    TG["Tag: lost"]:::action
    E1["Email: P1_007_ReEngage (goodbye)"]:::action
    N1["Notify team: log why lost"]:::action
    W1["Wait 30 days"]:::wait
    E2["Email: P1_007_SeasonalCheckIn"]:::action
    S2["SMS: P1_007_SMS_StormSeason"]:::action
    TR["Tag: re_engagement_journey"]:::action
    G{"Goal: appt confirmed (rebook)?"}:::decision
    TB["Tag: reengaged_rebooked"]:::action
    NB["Notify team: won back"]:::action
    CN["Not Found: Create opp -> Lost"]:::action
    WB(["Won back -> WF2"]):::grant
    Z(["End"]):::end_
    T --> F
    F -->|Found| U --> TG --> E1 --> N1 --> W1 --> E2 --> S2 --> TR --> G
    F -->|Not Found| CN --> TG
    G -->|Rebooks| TB --> NB --> WB
    G -->|Never returns| Z

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    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

D 01

Project Scheduled -> Build Onboarding

Welcome the customer into the build, tell them how to prep, give them the dates, alert the crew.

Design-ahead spec

Delivery: Project Scheduled

What it does

Onboards a signed customer into the build phase with welcome, prep, and timeline messages, plus a start reminder anchored to the build date.

Figure D01 - Build Onboarding

flowchart TD
    T(["Delivery: Project Scheduled"]):::trigger
    F{"Find Opportunity"}:::decision
    U["Found: Update opp -> Project Scheduled, Open"]:::action
    TG["Tag: sales_to_delivery"]:::action
    E1["Email: P2_001_Welcome"]:::action
    N["Notify crew: onto calendar"]:::action
    W1["Wait 1 day"]:::wait
    E2["Email: P2_001_Preparation"]:::action
    S1["SMS: P2_001_SMS_Prep"]:::action
    W2["Wait 1 day"]:::wait
    E3["Email: P2_001_Timeline"]:::action
    W3["Wait until 1 day before start"]:::wait
    S2["SMS: P2_001_SMS_StartReminder"]:::action
    CN["Not Found: Create opp -> Project Scheduled"]:::action
    Z(["End - helper advances to In Progress"]):::end_
    T --> F
    F -->|Found| U --> TG --> E1 --> N --> W1 --> E2 --> S1 --> W2 --> E3 --> W3 --> S2 --> Z
    F -->|Not Found| CN --> TG

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    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

D 02

In Progress -> Build Reassurance

Keep the homeowner calm while the crew builds, then hand to Project Complete - unless they flag a problem.

Design-ahead spec

Delivery: In Progress

What it does

Reassures the customer during the build, preps them for wrap-up, then advances to Project Complete - but stops and calls a human if a concern was raised.

Figure D02 - Build Reassurance

flowchart TD
    T(["Delivery: In Progress"]):::trigger
    F{"Find Opportunity"}:::decision
    U["Found: Update opp -> In Progress, Open"]:::action
    TG["Tag: in_progress"]:::action
    E1["Email: P2_002_ProgressUpdate"]:::action
    S1["SMS: P2_002_SMS_Started"]:::action
    N["Notify crew: dispatch"]:::action
    E2["Email: P2_002_CompletionPrep"]:::action
    W1["Wait 3 days"]:::wait
    D{"project_concern raised?"}:::decision
    NC["Notify team: concern - human steps in"]:::action
    ZC(["End - hold for human"]):::end_
    E3["Email: P2_002_StatusUpdate"]:::action
    S2["SMS: P2_002_SMS_Wrapup"]:::action
    PC(["Update opp -> Project Complete -> D3"]):::end_
    CN["Not Found: Create opp -> In Progress"]:::action
    T --> F
    F -->|Found| U --> TG --> E1 --> S1 --> N --> E2 --> W1 --> D
    F -->|Not Found| CN --> TG
    D -->|Concern| NC --> ZC
    D -->|All good| E3 --> S2 --> PC

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    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

D 03

Project Complete -> Warranty + Review Ask

Thank them, deliver warranty info, then ask for a Google review with one gentle nudge - exit the moment they review.

Design-ahead spec

Delivery: Project Complete

What it does

Sends the completion + warranty email, waits a day, asks for a review, and nudges once more if they don't review - then advances to Review Requested.

Figure D03 - Warranty + Review

flowchart TD
    T(["Delivery: Project Complete"]):::trigger
    F{"Find Opportunity"}:::decision
    U["Found: Update opp -> Project Complete, Open"]:::action
    TG["Tag: project_complete"]:::action
    E1["Email: P2_003_Completion (warranty)"]:::action
    N["Notify team: complete"]:::action
    W1["Wait 1 day"]:::wait
    E2["Email: P2_003_Review_Request"]:::action
    S1["SMS: P2_003_SMS_Review"]:::action
    W2["Wait 2 days"]:::wait
    D{"review_sent?"}:::decision
    E3["Email: P2_003_Email_Reminder"]:::action
    S2["SMS: P2_003_SMS_Reminder"]:::action
    RR(["Update opp -> Review Requested -> D4"]):::end_
    Z(["End - they reviewed"]):::end_
    CN["Not Found: Create opp -> Project Complete"]:::action
    T --> F
    F -->|Found| U --> TG --> E1 --> N --> W1 --> E2 --> S1 --> W2 --> D
    F -->|Not Found| CN --> TG
    D -->|Reviewed| Z
    D -->|No review| E3 --> S2 --> RR

    classDef trigger fill:#14213D,stroke:#14213D,color:#ffffff,font-weight:bold
    classDef action fill:#ffffff,stroke:#CBD5E1,color:#14213D
    classDef wait fill:#EEF2F8,stroke:#9DB2CC,color:#475569
    classDef decision fill:#FEF3C7,stroke:#F59E0B,color:#78350F
    classDef grant fill:#2E5E96,stroke:#1E3A5F,color:#ffffff,font-weight:bold
    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

D 04

Review Requested -> Referral Activation

Turn a review-link clicker into a referral-primed advocate, then graduate them to Warranty care.

Design-ahead spec

Review link clicked

What it does

Thanks the happy customer (no ask), alerts the team to reply publicly, then asks for a referral at peak goodwill before moving them to Warranty Follow Up.

Figure D04 - Referral Activation

flowchart TD
    T(["Review link clicked"]):::trigger
    F{"Find Opportunity"}:::decision
    U["Found: Update opp -> Review Requested, Open"]:::action
    TG["Tag: review_clicked"]:::action
    E1["Email: P2_004_ThankYou (no ask)"]:::action
    N["Notify team: reply publicly"]:::action
    W1["Wait 2 days"]:::wait
    D{"Already referred?"}:::decision
    E2["Email: P2_004_Referral"]:::action
    S1["SMS: P2_004_SMS_Referral"]:::action
    TR["Tag: referral_requested"]:::action
    WF(["Update opp -> Warranty Follow Up -> D5"]):::end_
    CN["Not Found: Create opp -> Review Requested"]:::action
    T --> F
    F -->|Found| U --> TG --> E1 --> N --> W1 --> D
    F -->|Not Found| CN --> TG
    D -->|Yes| WF
    D -->|Not yet| E2 --> S1 --> TR --> WF

    classDef trigger fill:#14213D,stroke:#14213D,color:#ffffff,font-weight:bold
    classDef action fill:#ffffff,stroke:#CBD5E1,color:#14213D
    classDef wait fill:#EEF2F8,stroke:#9DB2CC,color:#475569
    classDef decision fill:#FEF3C7,stroke:#F59E0B,color:#78350F
    classDef grant fill:#2E5E96,stroke:#1E3A5F,color:#ffffff,font-weight:bold
    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

D 05

Warranty Follow Up -> Retention + Referral

Turn a one-time customer into a long-term referring client: warranty, seasonal care, standing referral incentive.

Design-ahead spec

Delivery: Warranty Follow Up

What it does

Hands over the warranty, teaches seasonal roof care, keeps a referral incentive in front of them, then advances to Client Retained - the completion signal.

Figure D05 - Retention

flowchart TD
    T(["Delivery: Warranty Follow Up"]):::trigger
    F{"Find Opportunity"}:::decision
    U["Found: Update opp -> Warranty Follow Up, Open"]:::action
    TG["Tag: warranty_followup"]:::action
    E1["Email: P2_005_Warranty"]:::action
    N["Notify team: retention"]:::action
    W1["Wait 4 days"]:::wait
    E2["Email: P2_005_MaintenanceTips"]:::action
    W2["Wait 7 days"]:::wait
    E3["Email: P2_005_ReferralOffer"]:::action
    S1["SMS: P2_005_SMS_Referral"]:::action
    W3["Wait 3 days"]:::wait
    CR(["Update opp -> Client Retained + tag"]):::grant
    CN["Not Found: Create opp -> Warranty Follow Up"]:::action
    T --> F
    F -->|Found| U --> TG --> E1 --> N --> W1 --> E2 --> W2 --> E3 --> S1 --> W3 --> CR
    F -->|Not Found| CN --> TG

    classDef trigger fill:#14213D,stroke:#14213D,color:#ffffff,font-weight:bold
    classDef action fill:#ffffff,stroke:#CBD5E1,color:#14213D
    classDef wait fill:#EEF2F8,stroke:#9DB2CC,color:#475569
    classDef decision fill:#FEF3C7,stroke:#F59E0B,color:#78350F
    classDef grant fill:#2E5E96,stroke:#1E3A5F,color:#ffffff,font-weight:bold
    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

REV

Review Requested -> Google Review Engine

The paid offer. Ask a happy customer for a Google review, nudge once, and stop the moment they leave one. One workflow plus one tiny helper - no pipeline.

Design-ahead spec

Tag review_requested added

Say it simply When a job is finished, your happy customer gets one friendly text and email asking for a quick Google review. We nudge them once, and the second they leave it, we stop - so your star rating climbs and more homeowners find you.

What it does

Fires when the job is marked done (tag review_requested), sends the review ask by SMS and email, waits 2 days, then sends one reminder only if they have not reviewed yet - and a tiny helper stops the nudge the moment a review lands.

Figure REV - Review Engine

flowchart TD
    T(["Tag added: review_requested"]):::trigger
    S1["SMS: Review ask + Google link"]:::action
    E1["Email: Review ask (backup)"]:::action
    W1["Wait 2 days"]:::wait
    G{"Has tag review_sent?"}:::decision
    Z1(["Yes: already reviewed -> End"]):::end_
    S2["No: one reminder SMS"]:::action
    Z2(["End"]):::end_
    H(["Helper: New Review / link clicked -> tag review_sent + thank"]):::grant
    T --> S1 --> E1 --> W1 --> G
    G -->|Yes| Z1
    G -->|No| S2 --> Z2
    H -.stops the nudge.-> G

    classDef trigger fill:#14213D,stroke:#14213D,color:#ffffff,font-weight:bold
    classDef action fill:#ffffff,stroke:#CBD5E1,color:#14213D
    classDef wait fill:#EEF2F8,stroke:#9DB2CC,color:#475569
    classDef decision fill:#FEF3C7,stroke:#F59E0B,color:#78350F
    classDef grant fill:#2E5E96,stroke:#1E3A5F,color:#ffffff,font-weight:bold
    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

MCTB

Missed Call -> Instant Text-Back

A missed call is a missed job. Text them back in seconds, flag the team, nudge once. Standalone responder - no pipeline.

Design-ahead spec

Inbound call goes unanswered

Say it simply If someone calls and you cannot pick up, they get a text back within seconds - so you do not lose the job to the next company. Your team gets pinged to call them back, and if they go quiet, one polite nudge, then it stops.

What it does

When an inbound call is missed, it tags the caller, texts them back within seconds, alerts the team to call back, waits an hour, then sends one follow-up only if they stayed silent - and can optionally park them as a real lead.

Figure MCTB - Missed Call Text-Back

flowchart TD
    T(["Call Status Missed: No Answer/Voicemail + Inbound"]):::trigger
    TG["Tag: missed_call"]:::action
    S1["SMS: Instant text-back (seconds)"]:::action
    N["Notify team: call them back"]:::action
    W1["Wait 1 hour"]:::wait
    S2["SMS: One follow-up (Stop on Response ON)"]:::action
    O["Optional: Create opp -> parks at New Lead"]:::action
    Z(["End"]):::end_
    T --> TG --> S1 --> N --> W1 --> S2 --> O --> Z

    classDef trigger fill:#14213D,stroke:#14213D,color:#ffffff,font-weight:bold
    classDef action fill:#ffffff,stroke:#CBD5E1,color:#14213D
    classDef wait fill:#EEF2F8,stroke:#9DB2CC,color:#475569
    classDef decision fill:#FEF3C7,stroke:#F59E0B,color:#78350F
    classDef grant fill:#2E5E96,stroke:#1E3A5F,color:#ffffff,font-weight:bold
    classDef end_ fill:#0C1730,stroke:#14213D,color:#ffffff

Email & SMS Library

Every copy-paste-ready template for the whole journey - grouped by workflow. Sent via LeadConnector (mail.gokai.pro). Set the merge tags in Custom Values before you go live, and confirm each sending number is A2P/10DLC verified before enabling SMS.

Before you paste: every merge tag below pulls from the Custom Values you built in the foundation step - set those first or the emails send with blank fields. Merge tags are shown in this style and must be copied exactly, braces and all. Emoji inside the body copy are intentional and meant to ship as-is.

WF1 New Lead Welcome 3 emails + 2 SMS + 1 team alert · Trigger: Form Submitted

Email formatting - apply to every email before saving: Ctrl+A to select all · Font Arial · Size 14px · Line height 1.5 · Save action · Publish.

TriggerForm Submitted

Demo StormLine Lead Form Submitted

Fires the instant the lead sends the form. Filter: Form is -> demo StormLine Lead Form

EmailWF1_WelcomeImmediately

Subject: We got your request, {{contact.first_name}}

Hi {{contact.first_name}}, Thanks for reaching out to {{custom_values.business_name}}. We've received your storm damage assessment request and we're ready to help. To prevent hidden damage from getting worse, the next step is to schedule your free roof inspection. - No obligation - Professional storm damage assessment - Insurance claim assistance if needed It only takes about 2 minutes to book: -> {{custom_values.booking_link}} Once you choose a time, you'll receive a confirmation with all the details. If you'd prefer to speak with someone immediately, call us at {{custom_values.company_phone}}. Stay safe, The {{custom_values.business_name}} Team {{custom_values.company_phone}} · {{custom_values.from_email}}

EmailWF1_Nudge1+1 day (if not booked)

Subject: Don't let storm damage spread, {{contact.first_name}}

Hi {{contact.first_name}}, Quick reminder - your free roof inspection with {{custom_values.business_name}} is still open. With storm damage, waiting is the costly part. Small leaks get bigger, and insurers get stricter over time. Takes 2 minutes, zero obligation: -> {{custom_values.booking_link}} Prefer to talk? Call {{custom_values.company_phone}}. Stay safe, The {{custom_values.business_name}} Team

EmailWF1_Nudge2_Value+2 days after Nudge1 (last call)

Subject: Last reminder, {{contact.first_name}}

Hi {{contact.first_name}}, We don't want to crowd your inbox, so this is our last note about your free storm damage inspection. If you'd still like {{custom_values.business_name}} to take a look - no cost, no obligation - grab a time here: -> {{custom_values.booking_link}} If now's not the right time, no worries at all. We're here when you need us. Stay safe, The {{custom_values.business_name}} Team {{custom_values.company_phone}}

WF1 SMS - speed-to-lead text + nudge

SMS rules: keep under 160 characters (1 segment) · opt-out pulls from {{custom_values.sms_output}} ("Reply STOP to opt out") · requires a verified A2P/10DLC sending number.

SMSWF1_SMS_WelcomeImmediately (after Welcome email)

Speed-to-lead text

Hi {{contact.first_name}}, it's {{custom_values.business_name}}. Got your storm damage request - a real person will call you in about 10 minutes to set up your free inspection. Prefer to pick a time yourself? {{custom_values.booking_link}} {{custom_values.sms_output}}

SMSWF1_SMS_Nudge+2 min after Nudge1 email (if not booked)

Booking nudge text

Hi {{contact.first_name}}, just following up - still want that free roof inspection? Pick a time that works and we'll handle the rest: {{custom_values.booking_link}} {{custom_values.sms_output}}

WF1 Internal Notification - alerts your team, not the contact

Team AlertWF1_Notify_NewLead

Title: New Lead Alert

New Roof Quote Lead {{contact.first_name}} {{contact.phone}} {{contact.email}} Redirect Page: Opportunity

WF2 Appointment Reminder 3 emails + 2 SMS + 1 team alert · Trigger: Appointment Booked (Roofing Consultation)

Email formatting: Ctrl+A · Arial · 14px · line height 1.5 · Save · Publish.

EmailWF2_ConfirmationImmediately on booking

Subject: You're booked! Here's what to expect

Hey {{contact.first_name}}, Your free roof inspection is confirmed. {{appointment.start_time}} {{contact.full_address}} What to expect: Our inspector will assess the roof, document any visible damage, and answer your questions. Most inspections take about 30-45 minutes. No preparation is needed - just be available when we arrive. Questions? Reply to this email or call us at {{custom_values.company_phone}}. - {{custom_values.business_name}} {{custom_values.from_email}}

EmailWF2_DayBefore1 day before appointment

Subject: Reminder: your inspection is tomorrow

Hey {{contact.first_name}}, Just a quick reminder - your roof inspection is tomorrow. {{appointment.start_time}} {{contact.full_address}} A few tips for tomorrow: - Make sure we can access the property - If you have a gate code or dog, let us know - You're welcome to be home or not - totally up to you Need to reschedule? Just reply to this email or call us at {{custom_values.company_phone}}. See you tomorrow, - {{custom_values.business_name}}

EmailWF2_HeadsUp1 hour before appointment

Subject: We're on our way - inspection in ~1 hour

Hey {{contact.first_name}}, Heads up - our inspector is on the way and your roof inspection starts in about 1 hour. {{appointment.start_time}} If anything changes before we arrive, reply to this email or call us at {{custom_values.company_phone}}. See you soon, - {{custom_values.business_name}}

WF2 SMS - the two no-show killers

SMS rules: keep short (~160 chars) · opt-out from {{custom_values.sms_output}} · verified A2P/10DLC number · time each Wait before the appointment.

SMSWF2_SMS_DayBefore1 day before appt

Day-before reminder text

Hi {{contact.first_name}}, reminder from {{custom_values.business_name}}: your free roof inspection is tomorrow at {{appointment.start_time}} Reply here if anything changes. {{custom_values.sms_output}}

SMSWF2_SMS_HeadsUp1 hour before appt

On-our-way text

{{contact.first_name}}, {{custom_values.business_name}} here - our inspector is on the way, about 1 hour out. See you soon at {{contact.full_address}}! {{custom_values.sms_output}}

WF2 Internal Notification

Team AlertWF2_Notify_Team

Title: New inspection booked

New inspection booked {{contact.first_name}} {{contact.last_name}} {{appointment.start_time}} {{contact.full_address}} {{contact.phone}} Redirect: Opportunity

NSR No-Show Recovery 3 emails + 1 SMS · Trigger: Appointment Status = No-Show · branches by tag existing_customer

EmailNSR_NoShow_ExistingCustomerBranch: has tag existing_customer

Subject: We missed you today, {{contact.first_name}}

Hey {{contact.first_name}}, It looks like we missed each other today - no worries at all, things come up. We'd love to get your inspection rescheduled whenever it works for you. Since you've worked with us before, we'll make it as easy as possible. -> {{custom_values.booking_link}} Or just reply to this email and we'll find a time together. - {{custom_values.business_name}} {{custom_values.company_phone}}

EmailNSR_NoShow_FirstTimerBranch: no existing_customer tag

Subject: Still interested in a free quote?

Hey {{contact.first_name}}, We stopped by for your inspection today but couldn't connect - totally fine, life gets busy. Your free quote is still waiting. Storm damage doesn't fix itself and your window to file an insurance claim may be limited. It only takes a few minutes to rebook: -> {{custom_values.booking_link}} No pressure - just want to make sure you get the help you reached out for. - {{custom_values.business_name}} {{custom_values.company_phone}}

EmailNSR_LastTryFinal attempt · exits to rep notify

Subject: Last chance - closing your file soon

Hey {{contact.first_name}}, We've tried to connect a few times and we don't want to keep filling your inbox if the timing isn't right. This is our last reach-out. If you'd still like a free roof inspection, grab a time here: -> {{custom_values.booking_link}} Or call us directly: {{custom_values.company_phone}} If we don't hear back, we'll close your file and you're always welcome to reach out again when you're ready. - {{custom_values.business_name}} {{custom_values.from_email}}

NSR SMS - rebook nudge (rides after the first "we missed you" email)

SMSNSR_SMS_RebookAfter the rebook email

Rebook nudge text

Hi {{contact.first_name}}, sorry we missed each other! Grab a new time for your roof inspection here whenever you're ready. {{custom_values.sms_output}}

WF4 Estimate Sent 1 email (reused x3 via Go To loop) + 1 SMS + 1 team alert · follow_up_count increments each cycle

EmailWF4_QuoteFU_LoopReused up to 3x

Subject: Quick question about your Stormline estimate

Hey {{contact.first_name}}, We sent over your roof estimate a little while ago and wanted to check in - do you have any questions about what we put together? We know estimates can feel overwhelming, especially when insurance is involved. We're happy to walk you through it line by line, talk through the timeline, or adjust the scope if needed. Just reply to this email or give us a call at {{custom_values.company_phone}} - no pressure, just here to help you make the right call. - {{custom_values.business_name}} {{custom_values.company_phone}} · {{custom_values.from_email}}

Loop logic

Cycle 1: Sent when stage -> Estimate Sent. follow_up_count = 0 -> 1

Cycle 2: 3 days wait -> loop back. Count = 1 -> 2

Cycle 3: 3 days wait -> loop back. Count = 2 -> 3

Exit: Count ≥ 3 -> If/Else exits -> rep notified -> contact stays in Decision Pending

Reset follow_up_count to 0 any time a new estimate is issued.

WF4 SMS - rides after each follow-up email (reused every cycle)

SMSWF4_SMS_FollowUpAfter each WF4_QuoteFU_Loop email

Estimate follow-up text

Hi {{contact.first_name}}, any questions on your roof estimate? Happy to walk you through it. {{custom_values.sms_output}}

WF4 Internal Notification

Team AlertWF4_Notify_EstimateOut

Title: Estimate sent - watch for a reply

Estimate sent - watch for a reply {{contact.first_name}} {{contact.last_name}} {{contact.phone}} Estimate is out. Catch any reply or call quickly while it's top of mind. Redirect: Opportunity

Review Review Engine (the paid offer, Delivery D4) 3 templates (2 required, 1 optional) + canonical lean copy · Trigger: tag request_review (after Project Complete)

EmailReview_Ask2 days after Project Complete

Subject: How did we do, {{contact.first_name}}?

Hey {{contact.first_name}}, We hope your roof project went smoothly and you're feeling good about the work we did. If you have 60 seconds, leaving us a Google review would mean the world to our small team - it helps other homeowners find us when they need help most. -> {{custom_values.google_review_link}} Honest feedback only - we read every review and use it to get better. Thank you for trusting {{custom_values.business_name}} with your home. - The {{custom_values.business_name}} Team {{custom_values.company_phone}}

EmailReview_Reminder+4 days (if no review_left tag)

Subject: One quick favor, {{contact.first_name}}

Hey {{contact.first_name}}, We reached out a few days ago about leaving a review - we know things get busy, so just bumping this up in case it got buried. If the project went well, a quick star rating helps us more than you might think: -> {{custom_values.google_review_link}} This is the last we'll ask - promise. - {{custom_values.business_name}} {{custom_values.company_phone}}

EmailReview_ThanksOptional · fires if tag review_left exists

Subject: Thank you for the review!

Hey {{contact.first_name}}, We saw your review - thank you so much! It genuinely makes a difference and we're grateful you took the time. If you ever need us again or want to refer a neighbor, we're always here. - The {{custom_values.business_name}} Team {{custom_values.company_phone}} · {{custom_values.from_email}} OPTIONAL - only build if you set up a webhook/Zapier to tag contacts when a review is submitted.

Review Engine - canonical lean copy (matches the blueprint's Reviews tab 1:1, the version to actually build)

The canonical lean offer - 1 email + 2 SMS. Each message has a "not happy? reply first" service-recovery valve so unhappy customers route to you privately, not to Google. (The 3 longer emails above are an optional extended variant.)

SMSReview_SMS_AskImmediate

Review ask text

Hi {{contact.first_name}}, thanks for trusting {{custom_values.business_name}} with your roof! Would you mind leaving us a quick Google review? {{custom_values.google_review_link}} And if anything fell short, just reply here first - we'll make it right. {{custom_values.sms_output}}

EmailReview_Email_AskImmediate

Subject: How did we do, {{contact.first_name}}?

Hi {{contact.first_name}}, Thank you for choosing {{custom_values.business_name}}. If you're happy with your new roof, a quick Google review would mean the world to our team: -> {{custom_values.google_review_link}} If anything wasn't perfect, just reply to this email first - we'd rather fix it than have you leave unhappy. - The {{custom_values.business_name}} Team

SMSReview_SMS_Reminder2 days later · only if no review

Review reminder text

Hi {{contact.first_name}}, quick nudge from {{custom_values.business_name}} - a 1-minute Google review really helps our small team get found by other homeowners: {{custom_values.google_review_link}}. Thank you! {{custom_values.sms_output}}

Not yet built - paste-ready copy for the rest of the journey

Everything below is written and ready but not built in GHL yet. Subjects and SMS bodies match the master doc (ghl-workflow-maps.html) 1:1; the email bodies are new.

WF3 Inspection Complete 2 emails + 1 SMS + 1 team alert · Trigger: Appt Status = showed -> stage Inspection Complete

EmailP1_003_ThankYouImmediately after the inspection

Subject: Thanks for having us out, {{contact.first_name}} - here's what we found

Hey {{contact.first_name}}, Thanks for having us out today - it was a pleasure taking a look at your roof. Here's the short version: our inspector documented everything we saw, took photos, and is now putting together your detailed assessment and estimate. What happens next: - We write up the findings + a clear, itemized estimate - You'll have it within 1-2 business days - If insurance is involved, we'll flag exactly what to file No surprises and no pressure - just a straight answer on where your roof stands. Questions in the meantime? Reply here or call {{custom_values.company_phone}}. - {{custom_values.business_name}} {{custom_values.company_phone}} · {{custom_values.from_email}}

EmailP1_003_EstimateTimeline+1 day (sets the expectation)

Subject: Your estimate is on the way - here's when to expect it

Hi {{contact.first_name}}, Quick update - your roof estimate from {{custom_values.business_name}} is being finalized right now. You'll have it in your inbox within the next business day. When it lands, you'll see: - A clear breakdown of the work + materials - Photos of what we found up top - Your options, with no obligation to move forward If a storm caused the damage, we'll also point out what's typically covered so you can decide whether to file. Sit tight - it's coming. Questions? Just reply. - {{custom_values.business_name}} {{custom_values.company_phone}}

WF3 SMS - rides after the thank-you email

SMSP1_003_SMS_TimelineAfter P1_003_ThankYou email

Estimate-timeline text

Hi {{contact.first_name}}, thanks again for having us out today - your estimate will be over within 1-2 business days. {{custom_values.sms_output}}

WF3 Internal Notification

Team AlertInternal Notification - Estimate due

Title: Estimate due - prepare + send for {{contact.first_name}} {{contact.last_name}}

Estimate due - build it + send it {{contact.first_name}} {{contact.last_name}} {{contact.phone}} {{contact.full_address}} A human prepares & sends the estimate within 1-2 business days. Redirect: Opportunity

WF5 Decision Pending 1 email + 1 SMS + 1 team alert · Trigger: stage Decision Pending · gentle nudge while they decide

EmailP1_005_CheckInA few days after the estimate (loops)

Subject: Any questions about your estimate?

Hey {{contact.first_name}}, Just checking in on the roof estimate we sent over - did everything make sense? A lot of homeowners have questions once they sit with it, and that's completely normal. Happy to walk you through any line item, talk timeline, or explain how the insurance side works. One thing worth knowing: if a storm caused the damage, insurance claim windows can close, so it's worth not letting it sit too long. Want to talk it through? Just reply or call {{custom_values.company_phone}} - no pressure either way. - {{custom_values.business_name}} {{custom_values.company_phone}} · {{custom_values.from_email}}

Nudge loop

Same as WF4 - follow_up_count increments each cycle. After 2-3 check-ins with no reply, the loop exits and the rep is notified (P1_005_Notify_Pending). Contact stays in Decision Pending.

WF5 SMS - the urgency nudge

SMSP1_005_SMS_UrgencyAfter P1_005_CheckIn email

Claim-window nudge

Hi {{contact.first_name}}, heads-up - insurance claim windows can close fast. Happy to help you decide. {{custom_values.sms_output}}

WF5 Internal Notification

Team AlertP1_005_Notify_Pending

Title: Awaiting decision - auto-chase started

Awaiting decision - auto-chase running {{contact.first_name}} {{contact.last_name}} {{contact.phone}} Estimate sent, no reply yet. Nudge loop is running (cap 2). When it ends, a rep should call to close. Stays Decision Pending · Open. Redirect: Opportunity

WF6 Won 1 email + 2 SMS + 1 team alert · Trigger: Status = Won · welcome + lock in build dates

EmailP1_006_WelcomeImmediately on Won

Subject: Welcome to the family, {{contact.first_name}}! Here's what's next

Hey {{contact.first_name}}, Welcome to the {{custom_values.business_name}} family - we're genuinely excited to get your new roof done right. Here's how the next stretch looks: 1. Lock in your build dates (pick a slot below) 2. We'll send a simple prep checklist before we start 3. Our crew handles the rest - and we keep you posted the whole way -> {{custom_values.booking_link}} You made a smart call protecting your home, and we don't take that lightly. Any questions at all, reply here or call {{custom_values.company_phone}}. - The {{custom_values.business_name}} Team {{custom_values.company_phone}} · {{custom_values.from_email}}

Then

Team alert P1_006_Internal_CrewScheduling fires for scheduling, and the opp advances to Project Won. The 2 SMS below chase the build-date booking if they haven't picked a slot.

WF6 SMS - book the build dates, then a reminder

SMSP1_006_SMS_ScheduleAfter P1_006_Welcome email

Lock-in-dates text

Hi {{contact.first_name}}, congrats again! Let's lock in your build dates - grab a slot here: {{custom_values.booking_link}} {{custom_values.sms_output}}

SMSP1_006_SMS_ScheduleReminder+2 days if not booked

Booking reminder text

Hi {{contact.first_name}}, just making sure you got a chance to pick your build dates - here's the link again: {{custom_values.booking_link}} {{custom_values.sms_output}}

WF6 Internal Notification

Team AlertP1_006_Internal_CrewScheduling

Title: New WON deal - start crew scheduling + order materials

New WON deal {{contact.first_name}} {{contact.last_name}} {{contact.phone}} {{contact.full_address}} Start crew scheduling + order materials. Redirect: Opportunity

WF7 Lost 1 email + 1 SMS + 2 team alerts · Trigger: Status = Lost · soft win-back, leave the door open

EmailP1_007_ReEngageShortly after marked Lost

Subject: No worries, {{contact.first_name}} - we're here whenever you're ready

Hey {{contact.first_name}}, Totally understand - the timing isn't right for everyone, and there's zero hard feelings on our end. We'll close out your file for now, but the door stays open. If anything changes - a new leak, another storm, or you just want a second opinion - we'd be glad to take another look. We'll keep your assessment on record, so picking back up later is easy. No need to start over. Take care of that roof, and reach out anytime: {{custom_values.company_phone}}. - {{custom_values.business_name}} {{custom_values.company_phone}} · {{custom_values.from_email}}

Win-back

Team is alerted (P1_007_Notify_Lost) and the opp moves to Project Lost. The storm-season SMS below is the long-game re-engage; if they bite, P1_007_Notify_WonBack pings the rep.

WF7 SMS - storm-season re-engage

SMSP1_007_SMS_StormSeasonLong-delay win-back

Storm-season text

Hi {{contact.first_name}}, storm season's coming up - if your roof's still on your mind, we'd love to take another look, no pressure. {{custom_values.sms_output}}

WF7 Internal Notifications - one when Lost, one if the win-back lands

Team AlertP1_007_Notify_LostOn Status = Lost

Title: Deal lost - try a save call + log WHY

Deal lost {{contact.first_name}} {{contact.last_name}} {{contact.phone}} Try a save call before it goes cold - and log WHY we lost it. Redirect: Opportunity

Team AlertP1_007_Notify_WonBackIf they re-book

Title: Win-back! A Lost lead just re-booked a consultation

Win-back! {{contact.first_name}} {{contact.last_name}} {{contact.phone}} A Lost lead just re-booked a consultation - give them priority. Redirect: Opportunity

Delivery pipeline (D1-D5) - post-sale, after the Sales -> Delivery handoff

The build experience: scheduled -> in progress -> complete -> review -> warranty. The review ask (your paid offer) lives at D3/D4.

D1 Project Scheduled (P2_001) 3 emails + 2 SMS + 1 team alert · Trigger: tag Sales to Delivery

EmailP2_001_WelcomeOn handoff to Delivery

Subject: Welcome aboard, {{contact.first_name}} - your build is officially scheduled!

Hey {{contact.first_name}}, Great news - your roof build is officially on the schedule. You're now working with our delivery crew, the team that actually gets it done. Here's what you can count on from us: - Clear communication at every stage - A clean, respectful job site - A finished roof we both stand behind Over the next few days you'll get a prep checklist and your project timeline. Nothing you need to do right now - just sit tight. Questions any time: {{custom_values.company_phone}}. - The {{custom_values.business_name}} Team {{custom_values.company_phone}} · {{custom_values.from_email}}

EmailP2_001_PreparationA few days before start

Subject: How to prep your property before we start, {{contact.first_name}}

Hi {{contact.first_name}}, Your build is coming up - here's a quick prep checklist so the day goes smoothly: - Clear cars from the driveway the morning of - Keep pets indoors (roof work is loud) - Cover or move valuables stored in the attic - Take down loose wall decor - vibrations can shake frames - Make sure we can access the yard / gate That's it. Our crew handles the rest, including a full cleanup with a magnetic nail sweep before we leave. Anything you're unsure about? Just reply or call {{custom_values.company_phone}}. - {{custom_values.business_name}}

EmailP2_001_Timeline~1 day before start

Subject: Your project dates & milestones, {{contact.first_name}}

Hey {{contact.first_name}}, Here's what to expect once we start: Day 1: Crew arrives, tear-off + inspection of the decking Day 1-2: Underlayment, flashing, and new shingles go on Final: Full cleanup, nail sweep, and a walkthrough with you Most roofs finish in 1-2 days, weather permitting. If anything shifts, we'll tell you right away - no guessing. We're looking forward to getting started. See you soon! - {{custom_values.business_name}} {{custom_values.company_phone}}

D1 SMS - prep checklist + start reminder

SMSP2_001_SMS_PrepAfter P2_001_Preparation email

Prep text

Hi {{contact.first_name}}, quick heads-up before your build: please clear cars from the driveway, keep pets indoors, and cover items in the attic. Full checklist in your email! {{custom_values.sms_output}}

SMSP2_001_SMS_StartReminder1 day before start

Start-tomorrow text

Hi {{contact.first_name}}, your roof build starts tomorrow! Please have the driveway clear and pets secured. We're excited to get going. {{custom_values.sms_output}}

D1 Internal Notification

Team AlertP2_001_Notify_Crew

Title: New build scheduled - get it on the crew/PM build calendar

New build scheduled {{contact.first_name}} {{contact.last_name}} {{contact.phone}} {{contact.full_address}} Get it on the crew/PM build calendar. Redirect: Opportunity

D2 In Progress (P2_002) 3 emails + 2 SMS + 2 team alerts · Trigger: tag In Progress · keep them in the loop

EmailP2_002_ProgressUpdateWhen crew starts

Subject: We've started, {{contact.first_name}} - your roof build is underway

Hey {{contact.first_name}}, It's happening - our crew is on site and your new roof is officially underway. We'll keep you posted at the big milestones so you always know where things stand. You don't need to be home; the team has everything they need. If you have any questions while we work, just reply here or call {{custom_values.company_phone}} - someone will get right back to you. Thanks for trusting us with your home. - {{custom_values.business_name}}

EmailP2_002_CompletionPrepAs the job nears the end

Subject: What to expect as we wrap up your roof, {{contact.first_name}}

Hi {{contact.first_name}}, We're getting close to the finish line on your roof. Here's what happens as we wrap up: - Final shingles, flashing, and detail work - A complete site cleanup + magnetic nail sweep - A quick walkthrough so you can see the finished result Once it's done, we'll send your completion summary and warranty details. Almost there - thanks for your patience! - {{custom_values.business_name}} {{custom_values.company_phone}}

EmailP2_002_StatusUpdateIf the job runs long / delay branch

Subject: Quick status update on your roof, {{contact.first_name}}

Hey {{contact.first_name}}, Quick update on your build - we want to keep you in the loop. Roofing depends on weather and what we find under the old layer, so timelines occasionally shift. If yours has, here's where things stand and what's next. Our goal is always to do it right, not just fast. We'll have you fully finished as soon as conditions allow, and we'll flag anything that affects your dates. Questions? Reply here or call {{custom_values.company_phone}} anytime. - {{custom_values.business_name}}

D2 SMS - build started + wrap-up

SMSP2_002_SMS_StartedAfter P2_002_ProgressUpdate email

Build-started text

Hi {{contact.first_name}}, our crew is on your roof and the build is officially underway. We'll keep you posted every step of the way. {{custom_values.sms_output}}

SMSP2_002_SMS_WrapupAfter P2_002_CompletionPrep email

Wrap-up text

Hi {{contact.first_name}}, we're heading into the wrap-up stage on your roof - almost done! We'll let you know the moment it's complete. {{custom_values.sms_output}}

D2 Internal Notifications - dispatch on start, plus a concern alert from the If/Else

Team AlertP2_002_Internal_CrewDispatchOn build start

Title: Build started - confirm crew, materials, dumpster, permit

Build started {{contact.first_name}} {{contact.last_name}} {{contact.full_address}} Confirm crew, materials, dumpster, and permit are in place. Redirect: Opportunity

Team AlertP2_002_Internal_ConcernIf/Else FALSE branch

Title: Concern raised on a live build - PM must resolve before advancing

Concern raised on a live build {{contact.first_name}} {{contact.last_name}} {{contact.phone}} PM must resolve before advancing. Do NOT auto-advance to Complete. Redirect: Opportunity

D3 Project Complete (P2_003) 2 emails + 2 SMS + 1 team alert · Trigger: tag Complete · the review ask lives here

EmailP2_003_CompletionOn Project Complete

Subject: All done, {{contact.first_name}} - your new roof + warranty info inside

Hey {{contact.first_name}}, It's official - your new roof is complete! Thank you for trusting {{custom_values.business_name}} with your home. A few things for your records: - Your workmanship + manufacturer warranty details (attached / linked) - Final cleanup is done, including a magnetic nail sweep of the yard - Photos of the finished work, if you'd like a copy - just ask If you spot anything that needs a second look, reply here or call {{custom_values.company_phone}}. We stand behind our work. It's been a pleasure. Enjoy the peace of mind! - The {{custom_values.business_name}} Team {{custom_values.company_phone}} · {{custom_values.from_email}}

EmailP2_003_Review_Request~2 days after Complete

Subject: {{contact.first_name}}, would you share a quick review?

Hey {{contact.first_name}}, Now that your roof's done and you've had a couple of days to enjoy it - how did we do? If you're happy with the work, a quick Google review would mean a lot to our team. It's the #1 way other homeowners find a roofer they can trust. -> {{custom_values.google_review_link}} It takes about 30 seconds. And if anything fell short of what you expected, reply to this email instead - I'd rather hear it directly and make it right. Thank you, truly. - The {{custom_values.business_name}} Team {{custom_values.company_phone}}

D3 SMS - review ask + gentle reminder (the review engine)

SMSP2_003_SMS_ReviewAfter P2_003_Review_Request email

Review-ask text

Hi {{contact.first_name}}, hope you're loving the new roof! If you have 30 seconds, a quick review means the world to us: {{custom_values.google_review_link}} {{custom_values.sms_output}}

SMSP2_003_SMS_Reminder+days if no review_left tag

Review reminder text

Hi {{contact.first_name}}, just a gentle reminder - if you have a sec, we'd love a quick review: {{custom_values.google_review_link}}. Not happy with anything? Reply here and I'll call you. {{custom_values.sms_output}}

D3 Internal Notification

Team AlertP2_003_Internal_Complete

Title: Project complete - file the warranty packet + mark referral-eligible

Project complete {{contact.first_name}} {{contact.last_name}} {{contact.full_address}} File the warranty packet + mark referral-eligible. Redirect: Opportunity

D4 Review Requested (P2_004) 2 emails + 1 SMS + 1 team alert · Trigger: stage Review Requested · thank + ask for referrals

EmailP2_004_ThankYouAfter a review is left

Subject: Thank you, {{contact.first_name}} - it means the world to us

Hey {{contact.first_name}}, We just saw your review - thank you so much! For a local team like ours, a few honest words from a happy homeowner genuinely changes who finds us and trusts us next. We don't take it for granted. If you ever need us - a repair, a question, or just a second opinion down the road - you're family now. We're one call away: {{custom_values.company_phone}}. Thanks again for letting us protect your home. - The {{custom_values.business_name}} Team {{custom_values.company_phone}} · {{custom_values.from_email}}

EmailP2_004_Referral+days after thank-you

Subject: Know a neighbor who needs a roof, {{contact.first_name}}?

Hey {{contact.first_name}}, Storms don't hit just one house - odds are a neighbor or two could use the same help you just got. If you know someone with a roof that's seen better days, we'd love an introduction. And because referrals are the best compliment we can get, there's a thank-you in it for both of you. Just reply with their name, or pass along our number: {{custom_values.company_phone}}. We'll take great care of them, same as we did for you. Thanks for spreading the word. - {{custom_values.business_name}} {{custom_values.company_phone}}

D4 SMS - referral ask

SMSP2_004_SMS_ReferralAfter P2_004_Referral email

Referral text

Hi {{contact.first_name}}, so glad you're happy with your new roof! If a neighbor could use us, we'd love an intro - there's a perk in it for you both. {{custom_values.sms_output}}

D4 Internal Notification

Team AlertP2_004_Notif_HappyCustomer

Title: Happy customer clicked the review link - reply publicly within 24 hrs

Happy customer clicked the review link {{contact.first_name}} {{contact.last_name}} {{contact.phone}} Reply publicly to their review within 24 hrs. Redirect: Opportunity

D5 Warranty Follow-Up (P2_005) 3 emails + 1 SMS + 1 team alert · Trigger: tag Warranty_followup · the long-game retention loop

EmailP2_005_WarrantyShortly after completion

Subject: Your roof warranty, {{contact.first_name}} - proof + how to file

Hi {{contact.first_name}}, Keep this one - it's your proof of warranty and how to use it. Your new roof is covered by both a manufacturer warranty (on materials) and our workmanship warranty (on the install). If you ever need to file: - Reply to this email or call {{custom_values.company_phone}} - We'll walk you through it and handle the paperwork side Save this for your records, and you're all set. Nothing to do today. - {{custom_values.business_name}} {{custom_values.company_phone}} · {{custom_values.from_email}}

EmailP2_005_MaintenanceTipsSeasonal (e.g. +90 days)

Subject: Keep your new roof in top shape, {{contact.first_name}} - seasonal care tips

Hey {{contact.first_name}}, Your roof is built to last - a little simple upkeep keeps it that way: Keep gutters clear so water drains properly Trim branches that hang over the roof After any big storm, glance up for missing or lifted shingles Watch for ice dams along the eaves in winter See something you're not sure about? Send us a photo - we'll tell you if it's nothing or worth a look, no charge. We're here for the long haul: {{custom_values.company_phone}}. - {{custom_values.business_name}}

EmailP2_005_ReferralOfferLater in the loop

Subject: Know a neighbor with storm damage, {{contact.first_name}}? Here's our referral offer

Hi {{contact.first_name}}, It's been a little while since we finished your roof - we hope it's still keeping you dry and worry-free. Quick favor: if a neighbor, friend, or family member has storm damage or an aging roof, we'd love an introduction. Our referral offer: when someone you send us books an inspection, there's a thank-you in it for both of you. Just reply with their name, or share our number: {{custom_values.company_phone}}. We'll treat them exactly the way we treated you. Thanks for being a customer - and for spreading the word. - {{custom_values.business_name}} {{custom_values.company_phone}}

D5 SMS - referral nudge

SMSP2_005_SMS_ReferralAfter P2_005_ReferralOffer email

Referral text

Hi {{contact.first_name}}, loved having you as a customer! If you know anyone with storm damage, send them our way - there's a thank-you in it for you. {{custom_values.sms_output}}

D5 Internal Notification

Team AlertP2_005_Notif_Retention

Title: Handed to retention - file warranty docs + add to maintenance list

Handed to retention {{contact.first_name}} {{contact.last_name}} {{contact.full_address}} File warranty docs + add to the maintenance list. Redirect: Opportunity

MCTB Missed Call Text-Back 2 SMS + 1 team alert · Trigger: Call Status = Missed (inbound) · not yet built

SMSMissedCall_SMS_TextBackImmediately on missed call (≤10s)

Instant text-back

Hi, this is {{custom_values.business_name}} - sorry we just missed your call! How can we help? Reply here and we'll get right back to you. {{custom_values.sms_output}}

SMSMissedCall_SMS_FollowUp+1 hour (only if no reply)

One polite nudge

Hi, {{custom_values.business_name}} here - still happy to help with your roof whenever you're ready. Just reply and we'll take care of you. {{custom_values.sms_output}}

MCTB Internal Notification

Team AlertInternal Notification MissedCall_CallBack

Title: Missed call - call them back now

Missed call - call them back now {{contact.first_name}} {{contact.last_name}} {{contact.phone}} Text-back already sent - try a human callback. Redirect: Contact

Ref Merge Tags & Custom Values Build these in Settings -> Custom Values before templates - every merge tag pulls from here

Figure 06 - Custom Values reference (11 values)

Field	Merge tag	Sample value	Used in
Booking Link	`{{custom_values.booking_link}}`	https://gokai.pro/roofing-calendar	WF1 Welcome, Nudge1, Nudge2 + both WF1 SMS - the booking link
calendar_link	`{{custom_values.calendar_link}}`	https://gokai.pro/roofing-calendar	WF2 Confirmation - embedded calendar URL
google_review_link	`{{custom_values.google_review_link}}`	https://google.com	Review Engine Ask + Reminder - Google review CTA
company_name	`{{custom_values.business_name}}`	Stormline Roofing	All email headers & signatures + both WF1 SMS
from_name	`{{custom_values.from_name}}`	Stormline Roofing	Email "From" display name in all WFs
Company Phone	`{{custom_values.company_phone}}`	(305) 555-7842	Email footers, WF2 HeadsUp, NSR LastTry, WF4 FU Loop
Company Address	`{{custom_values.company_address}}`	2450 NW 79th Ave, Miami, Florida 33122	Email footers / business address - NOT the inspection address (that's {{contact.full_address}})
From Email	`{{custom_values.from_email}}`	support@stormlineroofing.com	Email footers / reply-to reference
offer_name	`{{custom_values.offer_name}}`	Free Roof Inspection	WF1 Nudge2 value prop, NSR re-engagement
signature	`{{custom_values.signature}}`	(empty - add your sign-off)	All email footers - reusable signature block
sms_output	`{{custom_values.sms_output}}`	Reply STOP to opt out	Live in WF1_SMS_Welcome + WF1_SMS_Nudge - compliance footer

Build orderSet Custom Values before the form and before templates. Contact- and appointment-level tags ({{contact.first_name}}, {{contact.full_address}}, {{appointment.start_time}}) come from GHL directly and don't need setup here.

Helper Workflows

Small single-purpose workflows that set a tag or advance a stage on a real-world signal - kept separate so they don't cause instant-goal or self-trigger traps.

Why separate

A tag a workflow checks for must be set OUTSIDE that workflow - if the same flow sets and reads it, the goal fires too early or never. These helpers hold that boundary.

Pending buildThese helpers are referenced by WF2, WF6, D2, D3 and D4. Confirm each exists (and listens to the right calendar / inbound trigger) before publishing the workflow that depends on it.

Figure H - Helper Index

Helper	Listens For	Does	Used By
Showed -> Complete	Appt status = showed (Roofing Consultation)	Update opp -> Inspection Complete	WF2 -> WF3
Build Booked	Appt booked on Build calendar	Tag `build_scheduled`	WF6
Concern Flag	Inbound reply (problem)	Tag `project_concern`	D2
Review Signal	Review submitted	Tag `review_sent`	D3
Referral Flag	Referral submitted	Tag `referral_submitted`	D4