South Elm Capital • GHL Automation SOP

Lead Management, Follow-Up & Policy Conversion System

This is the operating system for turning South Elm content, SEO traffic, Facebook leads, TikTok/IG/YouTube attention, calculator submissions, Family Protection Check completions, missed calls, and calendar bookings into appointments, applications, issued policies, referrals, and long-term nurture.

Content → GHL → Call → PolicyFamily Protection CheckCalculatorProtection Review CalendarFinal Expense + Life Insurance
South Elm Capital logo

Use this page as the GHL build sheet and daily lead handling SOP.

ArchitecturePipelineWorkflowsScriptsHandoffs

1. GHL Architecture

Every visitor should enter GHL with a clear source, clear intent, clear next step, and clear owner. If the source is unclear, the system cannot tell what is working.

Cold Lead

Family Protection Check

Best for social and SEO visitors who are not ready to call.

Cost Curious

Coverage Calculator

Best for people asking what they need or what it may cost.

Warm Lead

Protection Review

Best for people who are ready for a conversation.

Hot Lead

Direct Call

Best for call ads, missed calls, and urgent family protection questions.

Rule: Do not let a lead sit in GHL without a tag, pipeline stage, and next action.

2. Pipeline Stages

Create a dedicated South Elm pipeline named South Elm Insurance Pipeline.

StageMeaningRequired Action
New LeadLead entered from form, call, DM, ad, or manual entry.Immediate SMS/email. Assign owner.
Contact AttemptedCall/text sent but no response yet.Continue short-term nurture.
RespondedLead replied, commented, or answered.Ask qualifying question and drive to review.
Protection Review BookedCalendar appointment booked.Send confirmation and reminder sequence.
Protection Review CompletedCall happened.Move to needs analysis or application.
Needs Analysis CompletedAge, health, budget, need, beneficiaries discussed.Quote and recommend next step.
Application StartedClient agreed to apply.Complete carrier application.
Application SubmittedSubmitted to carrier.Monitor underwriting/status.
Policy ApprovedCarrier approved application.Confirm payment/issue requirements.
Policy IssuedPolicy active or issued.Send thank-you/referral ask.
No ShowBooked but did not attend.Start reschedule workflow.
Long-Term NurtureNot ready now but not dead.Monthly education/referral content.

3. Required Tags

Use these tags consistently. Create missing tags in GHL before launching workflows.

Copy/Paste Tag List
south-elm-family-protection-check south-elm-final-expense-calculator south-elm-protection-review-booked south-elm-final-expense-call-page source-tiktok-selmcap source-instagram-southelmcap source-facebook-south-elm source-youtube-south-elm source-google-business-profile source-google-ads source-meta-ads source-city-page source-seo-charlotte source-seo-raleigh source-seo-nc interest-final-expense interest-life-insurance interest-mortgage-protection interest-employer-coverage-review interest-veteran-family-protection status-hot-lead status-needs-follow-up status-no-show status-application-started status-application-submitted status-policy-approved status-policy-issued status-referral-requested nurture-30-day nurture-90-day

4. Workflow Build Map

These are the workflows to build or verify inside GHL. Start with the first five before getting fancy.

Workflow 1

Family Protection Check Lead

  • Trigger: form submitted or tag added.
  • Add to pipeline: New Lead.
  • Add tags: south-elm-family-protection-check + source tag.
  • Send immediate SMS and email.
  • Create task: Call within 5 minutes during business hours.
  • If no response, enter 7-day follow-up sequence.
Workflow 2

Calculator Lead

  • Trigger: calculator submitted.
  • Add tag: south-elm-final-expense-calculator.
  • Send SMS: “Your estimate is only useful if we match it to your real situation.”
  • CTA: book review.
  • Create task for same-day call.
Workflow 3

Protection Review Booked

  • Trigger: appointment booked.
  • Move opportunity to Protection Review Booked.
  • Send confirmation SMS/email.
  • Send reminder 24 hours before, 2 hours before, and 15 minutes before.
  • After appointment, assign task to update outcome.
Workflow 4

No-Show Recovery

  • Trigger: appointment marked no-show.
  • Move to No Show.
  • Send reschedule text immediately.
  • Send follow-up next day.
  • After 7 days, move to Long-Term Nurture.
Workflow 5

Missed Call Text-Back

  • Trigger: missed call.
  • Send immediate SMS.
  • Create task: call back within 15 minutes.
  • If reply received, move to Responded.
Workflow 6

Policy Issued + Referral

  • Trigger: tag status-policy-issued or pipeline stage.
  • Send thank-you SMS/email.
  • Ask for referral after value confirmation.
  • Create task: referral call in 3 days.

5. AI Prompts for GHL Builder

Paste these into the GHL AI workflow builder or use them as instructions for Chiara/admin.

Family Protection Check Workflow Prompt
Create a GoHighLevel workflow for South Elm Capital triggered when a contact submits the Family Protection Check form or receives the tag south-elm-family-protection-check. Add the contact to the South Elm Insurance Pipeline in the New Lead stage. Add tags south-elm-family-protection-check and status-needs-follow-up. Send an immediate SMS from James: “Hi {{contact.first_name}}, this is James with South Elm Capital. I saw you completed the Family Protection Check. Based on what you shared, it may be worth doing a quick Protection Review so you know what your family would actually need. You can book here: https://api.leadconnectorhq.com/widget/booking/Uf36AZeBJQnsYW4dh1F1” Then send an email with the same CTA. Create a task for James or the assigned user to call the lead within 5 minutes during business hours. If the contact does not respond, send follow-up SMS messages on day 1, day 2, day 4, and day 7. If they book an appointment, remove them from the follow-up branch and move them to Protection Review Booked.
Calculator Lead Workflow Prompt
Create a GoHighLevel workflow for South Elm Capital triggered when a contact submits the final expense or coverage calculator. Add tag south-elm-final-expense-calculator. Create or update an opportunity in South Elm Insurance Pipeline in New Lead. Send immediate SMS: “Hi {{contact.first_name}}, this is James with South Elm Capital. Your calculator result is a helpful starting point, but the right protection depends on age, health, budget, and family goals. Want to do a quick no-pressure Protection Review? https://api.leadconnectorhq.com/widget/booking/Uf36AZeBJQnsYW4dh1F1” Create a same-day call task. If no response, send follow-ups on day 2, day 4, and day 7. If appointment booked, move to Protection Review Booked.
No-Show Recovery Workflow Prompt
Create a GoHighLevel no-show recovery workflow for South Elm Capital. Trigger when an appointment status is marked no-show or when an opportunity is moved to No Show. Send SMS immediately: “Hi {{contact.first_name}}, sorry we missed each other. These family protection conversations are easy to postpone, but they matter. You can reschedule here: https://api.leadconnectorhq.com/widget/booking/Uf36AZeBJQnsYW4dh1F1” Send another SMS next day: “Do you still want help reviewing final expense, life insurance, or family protection options?” If they reschedule, move opportunity to Protection Review Booked. If no response after 7 days, move to Long-Term Nurture and add tag nurture-30-day.

6. SMS, Email, DM & Call Scripts

Immediate Text Scripts
Family Protection Check: Hi {{contact.first_name}}, this is James with South Elm Capital. I saw you completed the Family Protection Check. Based on what you shared, it may be worth doing a quick Protection Review so you know what your family would actually need. You can book here: https://api.leadconnectorhq.com/widget/booking/Uf36AZeBJQnsYW4dh1F1 Calculator Lead: Hi {{contact.first_name}}, this is James with South Elm Capital. Your calculator result is a helpful starting point, but the right protection depends on age, health, budget, and family goals. Want to do a quick no-pressure Protection Review? https://api.leadconnectorhq.com/widget/booking/Uf36AZeBJQnsYW4dh1F1 Missed Call: Sorry I missed you — this is James with South Elm Capital. Were you calling about final expense, life insurance, or family protection planning?
7-Day Follow-Up Sequence
Day 1: Just checking back in. A lot of families wait until things are urgent, but the better move is to get clarity now. Would you like me to help you see what kind of protection makes sense? Day 2: Quick question: if something happened unexpectedly, would your family know what coverage exists and what steps to take? Day 4: I do not want to bug you. I just know this is one of those things families often delay until they wish they had not. Would you like to schedule a quick review? Day 7: I will close the loop for now. If protecting your family is still on your mind, here is the review link: https://api.leadconnectorhq.com/widget/booking/Uf36AZeBJQnsYW4dh1F1
Call Opening Script
Hi {{contact.first_name}}, this is James with South Elm Capital. You recently took the Family Protection Check / used the calculator / reached out about coverage. I’m not calling to pressure you. I’m calling to help you get clear on three things: what your family would need, what you may already have, and what kind of protection makes sense without overbuying. Is now still a good time for a quick conversation?
Email Template: Protection Review Invite
Subject: Your Family Protection Check next step Hi {{contact.first_name}}, Thank you for completing the Family Protection Check with South Elm Capital. Most people do not need a complicated sales pitch. They need clarity. They need to know what coverage they have, what gaps may exist, and what would happen financially if their family had to handle final expenses or income loss. The best next step is a quick, no-pressure Protection Review. Book here: https://api.leadconnectorhq.com/widget/booking/Uf36AZeBJQnsYW4dh1F1 Love should not leave a bill behind. James South Elm Capital

7. Daily Operations Handoff

James

  • Call hot leads daily.
  • Complete reviews.
  • Submit applications.
  • Update outcomes.
  • Ask for referrals.

Mother/Admin Assistant

  • Check GHL every morning and afternoon.
  • Confirm all new leads have tags.
  • Move opportunities to correct stage.
  • Send manual reminders when needed.
  • Prepare daily lead report.

Chiara/GHL Builder

  • Build workflows.
  • Check triggers.
  • Fix tag gaps.
  • Audit automations weekly.
  • Confirm forms feed GHL.
Daily Admin Checklist

8. KPI Dashboard Columns

Create this in Google Sheets or GHL dashboard.

Date Lead Name Phone Email Source Platform Source Page GHL Tag Interest Type Pipeline Stage First Contact Attempt Response Status Appointment Date Appointment Completed? Product Interest Application Started? Application Submitted? Policy Approved? Policy Issued? Commission Estimate Referral Requested? Notes Next Action Owner

Operating Rule

The money is not in the form fill. The money is in speed-to-lead, clean tagging, disciplined follow-up, and moving every person to the next honest step.

Protection Review CalendarFamily Protection CheckCalculator