Arrow Roofing Services

MRP Low-Intent Follow-Up Map

Interactive campaign brief and workflow for Michigan Roof Programs leads that are low intent or low value, with a strict gate: inspection-based messaging only goes to leads verified against AccuLynx as having had an ARS inspection.

Inspection-first workflow City of Detroit resource handoff No waitlist claim

Campaign objective

Recover value from lower-intent MRP leads without wasting rep time. For homeowners who already had an ARS inspection but are unlikely to convert into a retail job now, send a helpful resource handoff and keep ARS positioned as the trusted local roof expert.

Audience

Include: MRP leads matched to AccuLynx with a real ARS inspection, low intent, low value, stalled, no current retail path.

Exclude: uninspected leads, test leads, active high-intent retail opportunities, and anyone outside Detroit city limits if the email implies Detroit program eligibility.

Resource

City of Detroit Critical Home Repair Program. Current intake is closed, but the City offers a Home Repair Interest List for future notifications.

Risk

The City form is not a waitlist and does not guarantee repairs. Do not call it a waitlist. Do not imply suburb eligibility.

Success criteria

  • Clean inspected-lead list verified against AccuLynx.
  • Email sent only to eligible segments.
  • Replies routed to manual review.
  • Nonresponders moved to long-term retail nurture.
Inspected MRP LeadsAccuLynx verified only
MRP Source Pool49 tagged, 43 real quiz leads
Normalize Identityphone, email, address
AccuLynx Matchsource of truth
Email 1resource handoff
3-Day Check-Inlight reminder
Soft Close10-day closeout
Compliance GateDetroit only, no guarantees
Reply Routingmanual handoff
Click any node to see the operational note.

Verification workflow

1
Pull MRP leadsGHL tags: michigan-roof-programs, web-lead, authority-funnel. Include local audit export and phone-qualified leads.
2
Clean the listRemove test contacts, duplicates, bad numbers, and nonqualified entries.
3
Normalize match keysFormat phone, email, full name, ZIP, and property address for AccuLynx comparison.
4
Match AccuLynxFind contact or job record. Confirm inspection with job stage, appointment, notes, photos, or report evidence.
5
Enroll only verifiedAdd only confirmed inspected low-intent leads to this follow-up campaign.

Eligible

  • MRP lead, real homeowner.
  • Matched in AccuLynx.
  • ARS inspection confirmed.
  • Low retail intent or low immediate value.
  • Not in an active sales path.

Not eligible

  • No AccuLynx match.
  • No inspection proof.
  • Test contact.
  • High-intent retail opportunity.
  • Suburb lead if copy implies City of Detroit eligibility.

Follow-up sequence

1
Email 1Send resource handoff with City program page, interest list, and HRD phone number.
2
3-day check-inShort reminder. Ask if they want help understanding their roof notes or options.
3
Reply branchIf they reply, manual review. Sales path for roof options, HRD info for program questions.
4
10-day soft closeClose the loop, keep links available, avoid pressure.
5
Nurture tagTag as Retail Nurture, Assistance Resource Sent, and follow up later if appropriate.

Email 1, safe default

Inspection-confirmed variant

Current data status

SegmentCountStatus
GHL exact triple-tag contacts49Present in GHL tag set.
Real MRP quiz/web leads43Latest local audit export.
MRP test contacts6Exclude from campaign.
Phone-qualified MRP leads5Qualified, but missing from GHL pipeline.
First 3 checked against AccuLynx0 matchedNo inspection proof found.

Do not skip this gate

The first three contacts checked, Angel Yoas, Steven Dewitt, and Adele Hopkins, are not inspection-confirmed. They are in NEW LEAD INTAKE, show no GHL appointments, tasks, or notes, and were not found in the AccuLynx contact scan.

Rule: no inspection-report wording until AccuLynx confirms the inspection.