Customer Journey Map
A complete map of the motivated seller experience and RBKC's internal operations — from first marketing touch through closing and post-close review.
Attracting Motivated Sellers
Lead Generation & Capture
RBKC attracts motivated sellers through a combination of inbound digital channels, outbound direct marketing, and niche-targeted campaigns. All leads funnel into GoHighLevel CRM where they are tagged by source and niche segment, then assigned to the lead manager for immediate action.
Process Touchpoints
Inbound Digital Channels
Leads arrive via SEO, Google PPC, Google My Business, website forms, Facebook, and YouTube. Automated intake workflows capture contact details and apply source tags in GHL.
Outbound Marketing Channels
Direct mail campaigns, radio spots, Valpak, and third-party motivated lead platforms (PropertyLeads, MotivatedLeads) drive inbound calls and form submissions.
Niche Segment Campaigns
Dedicated outreach campaigns target specific seller situations: Probate, Pre-Foreclosure, Active Foreclosure, Tax Liens, Code Violations, Divorce, and Evictions. These are lead source channels, not separate journeys.
CRM Lead Capture & Tagging
GoHighLevel captures the lead, applies source and niche tags, and creates the contact record. The lead enters the Acquisitions Pipeline at the 'New Lead' stage.
Lead Assigned to Lead Manager
The lead manager reviews the new contact, validates the lead source, and prepares for initial outreach. Time-of-day routing rules determine when automated first-touch messages fire.
Gap Analysis & Improvement Opportunities
Speed-to-Lead & Discovery
Initial Contact & Qualification
Immediately upon lead capture, automated speed-to-lead sequences fire based on time-of-day routing. The goal is to connect with the seller, conduct a discovery call to gather property details and motivation, and move the lead to the ARV Check stage. Leads that do not respond enter structured nurture loops.
Process Touchpoints
Speed-to-Lead Automation
Automated SMS and email sequences fire immediately upon lead capture. Time-of-day routing applies four windows: Midnight–8am, 8am–7pm, 7pm–Midnight, and Weekends — each with tailored messaging cadence.
Discovery Call
The lead manager or acquisitions team conducts a discovery call to gather property details (beds, baths, sqft, condition), seller motivation, and level of urgency. Process notes are added to the CRM contact record.
2-Week Discovery Follow-Up Loop
If the seller does not respond within 14 days, the lead moves to the '2 Week Old - Discovery' stage and enters a structured follow-up sequence via SMS and email to re-engage.
Long-Term Follow-Up (LTFU)
Leads that remain unresponsive after the 2-week loop enter the LTFU stage — a 365-day automated drip campaign using SMS, email, and ringless voicemail to maintain presence until the seller is ready.
Manual LTFU
Leads that require personal attention but are not yet ready to transact are manually parked by the lead manager in the Manual LTFU stage. The team follows up via phone and SMS on a discretionary schedule.
Competitor Contract Follow-Up
If a seller is already under contract with a competitor, the lead is moved to 'Competitor Contract FU' for active follow-up in case the deal falls through.
Parked: Wholesaler / Listed on MLS / Short Sale
If the seller is already working with a wholesaler, has listed on MLS, or is pursuing a short sale, the lead is parked in the corresponding stage with active follow-up maintained. RBKC stays in contact in case the situation changes.
Bad Lead Review / Move to Dead
Leads that are unqualified, opt out, or cannot be contacted after exhausting all sequences are reviewed for refund eligibility (Bad Lead Review) and then moved to the Dead pipeline.
Gap Analysis & Improvement Opportunities
ARV Analysis → Appointment → Offer
Property Evaluation & Offer
Once a seller is engaged, the lead moves through a structured evaluation process: ARV analysis, prioritization via the Hit List, appointment booking, property walkthrough, offer presentation, and contract execution. Leads that do not accept an offer enter the ARV Checked LTFU nurture loop.
Process Touchpoints
Move to ARV Check Stage
After a successful discovery call, the lead manager moves the contact to the 'ARV Check' stage in the Acquisitions Pipeline. An internal SMS alert fires to notify the acquisitions team that an ARV analysis is needed.
ARV Analysis Completed
The acquisitions team runs comparable sales, estimates repair costs, and calculates the maximum allowable offer (MAO). The contact moves to 'ARV Checked' once the analysis is complete.
Hit List — Get Appointment
Leads with strong deal potential are placed on the 'Hit List - Get Appointment' stage. The team actively works to schedule a property walkthrough appointment with the seller. Note: Confirm exact Hit List review process with RBKC team.
Appointment Set
A property walkthrough appointment is confirmed with the seller. The contact moves to 'Appointment Set' and the acquisitions rep prepares for the visit.
Appointment Complete / Needs Review
The walkthrough is completed. The acquisitions rep assesses the property condition in person and the deal enters 'Appt Complete/Needs Review' for internal team review before making a formal offer.
Offer Made
A formal cash offer is presented to the seller based on the ARV analysis and property condition assessment. The offer is delivered verbally and/or in writing.
In Contract
The seller accepts the offer and a purchase agreement is executed. The contact moves to 'In Contract' in the Acquisitions Pipeline and the exit strategy decision is made.
ARV Checked LTFU
If the seller does not accept the offer or goes dark after the ARV check, the lead enters 'ARV Checked LTFU' — a 60-day follow-up sequence via SMS and email to re-engage when the seller's situation changes.
Gap Analysis & Improvement Opportunities
Three Distinct Deal Paths
Post-Contract & Exit Strategy
Once a purchase agreement is signed, RBKC determines the exit strategy based on deal economics, property condition, and current portfolio goals. The deal branches into one of three distinct pipelines: Buy & Hold (Purchased Pipeline), Buy & Flip (Purchased Pipeline — Flip track), or Buy & Assign/Wholesale (Dispo Pipeline).
Exit Strategy Branches
Buy & Hold
Property is acquired and retained as a long-term rental investment. Managed through the Purchased Pipeline with a focus on rental readiness and property management handoff.
Purchased PipelineBuy & Flip
Property is acquired, rehabbed, and resold on the retail market. Managed through the RBKC Purchased Pipeline with detailed rehab tracking stages.
Purchased PipelineBuy & Assign (Wholesale)
Property is contracted and the contract is assigned to a cash buyer/investor. Managed through the RBKC Dispo Pipeline. The outbound buyers list marketing process is to be documented with the RBKC team.
Dispo PipelineGap Analysis & Improvement Opportunities
TC Pipeline → Close → Review
Closing & Post-Close
All three exit strategies converge at the TC Pipeline for final closing coordination. The transaction coordinator ensures clear title, all parties have required documents, and the closing is scheduled. Post-close, an automated review request sequence fires and a Google Ads conversion feedback loop is triggered.
Process Touchpoints
New TC Deal
The deal enters the TC Pipeline. The transaction coordinator takes ownership and begins title and escrow coordination for all parties.
Sent to Title
The transaction coordinator sends the purchase agreement and all required documents to the title company to open escrow.
Title Complete — Issues to Clear
Title search is complete but issues are identified (liens, judgments, probate, etc.) that must be resolved before closing can proceed.
Title Complete — Clear to Close
Title is clean and all parties are cleared to proceed to closing. The TC schedules the closing appointment.
Buyer/Sellers Closing Scheduled
Closing date and time confirmed with all parties — seller, buyer (or assignee), and title company. Final documents prepared.
Deal Closed
Closing is completed. The opportunity is marked Won in GHL. The 'Sold' tag is applied to the contact. An automated SMS fires to the seller confirming the purchase is complete.
Review Request Sequence
For deals marked 'Closed (Review Request)', an automated sequence fires via SMS and email asking the seller to leave a Google review. Deals marked 'Closed (No Review Request)' skip this step.
Google Ads Conversion Feedback Loop
A 1-hour delayed automation fires a conversion event back to Google Ads to attribute the closed deal to the originating ad campaign, improving future targeting and bid optimization.
Gap Analysis & Improvement Opportunities
Full Process Overview
Visual Process Diagram
A complete end-to-end flowchart of the RBKC customer journey — from lead capture through all three exit strategy branches to closing and post-close review. Click the diagram to open a full-screen view.
