Cold inbound lead
New form fill at 11pm Sunday. Cadence dispatches Sara's qualification on WhatsApp. By Monday morning you have BANT.
Smart cadences
No lead dies from inaction. Not on Closi.
71% of leads in real estate die from slow or missing follow-up. Closi classifies every lead into 1 of 6 cadence states, dispatches the right touch automatically, and pings you when one starts cooling off.
6 states
Every lead lives in a cadence state — always
No more "what should I do with this lead?". The classifier looks at activity, heat score, and stage and assigns one of 6 canonical states: cold, warm, hot, dormant, won, lost. Each state has its own playbook — touch frequency, channel, message template, escalation rules.
- 6 canonical states (cold → warm → hot → dormant → won / lost)
- Classifier re-runs after every interaction
- Per-brokerage playbooks: own your rules
- Every state change logged in lead_event
Cadence states · live distribution284 active leads
cold
142
warm
38
hot
12
dormant
21
won
8
lost
63
7am briefing
Wake up to the leads that actually matter
Every day at 7am local time, you get a personalized briefing on WhatsApp + email: who to call first, who to text, who to drop into a nurture cadence. Ranked by heat × state × urgency — not by who screamed loudest yesterday.
- Daily WhatsApp + email at 7am in your brokerage timezone
- Ranked: top 5 actionable, plus risk alerts
- Reasons cited — never "trust me" rankings
- Configurable: skip days, change channel, mute
Daily briefing
7:00 AM · 3 leads need you
SP
Sandra P.
Hot · 78°
Call today
RC
Robert C.
Warm · 64°
Send listing
MC
Mário C.
Dormant · 4d
Re-engage
71% of deals die from inaction — not today.
Auto-touches
Right message, right channel, right moment
Cadence executor runs every 10 minutes. If a lead in state "warm" hasn't been touched in 4 days, it dispatches a WhatsApp follow-up using the brokerage template. If reply within 30min → escalates to broker. If no reply in 7 days → moves to "dormant". You configure the rules once, then it just works.
- Executor: 10-minute cron, runs forever
- Channel-aware: WhatsApp / email / nothing
- Templates editable per state per brokerage
- Reply-driven: dispatches re-classify the lead
Executor log · todayrunning
07:00
Karen W.
Drip email · "neighborhood overview"
09:14
Mike P.
WhatsApp · "showing this week?"
10:30
Diego F.
Re-engage WhatsApp template
11:42
Sarah C.
Reply received — re-classified → hot+
Risk alerts
Catch leads cooling off before they ghost
A lead at 72° heat who stops replying for 36 hours is a wounded deal — not yet dead, but bleeding. The classifier flags it as <strong>engajado_pausou</strong> (engaged-then-paused) and sends a critical alert. You catch it while you still can.
- engajado_pausou state = critical priority
- Alert via WhatsApp + in-app + email
- Suggested next move included in the alert
- Snooze 24h if you're already on it
Risk alert · engajado_pausou
BI
Bruno Iaroussi
was at 78° · last reply 38h ago
Suggested move
Send a check-in WhatsApp with the listing photo he last reacted to. Mention the HOA comparison he asked about.
No forms, just conversation
Create and tune cadences by talking to Closi (text or audio)
Forget 30-click menus to build a rule. You open the side chat, describe in natural language what you want ("create a reactivation for leads cold for 30 days, 3 touches"), and Closi builds the steps, shows a preview with 5 sample leads, and activates. You can record audio too — Whisper transcribes and she executes.
- Create, edit, pause, see metrics — all via conversation
- Native audio: record on mobile, transcribe, execute
- Closi suggests proactively: "you have 14 leads in cold_drop without a rule"
- Owner stops being a form admin — becomes PM of their own operation
✨
Closi
online
12:34
Cria uma reativação pra leads frios há 30 dias, 3 toques. Email primeiro, depois 2 WhatsApps.
Montei assim ✅
📧
Dia 1 · Email
"Oi {{firstName}}, faz tempo!"
💬
Dia 4 · WhatsApp
"Tô por aqui se quiser conversar…"
💬
Dia 10 · WhatsApp
"Último toque por aqui…"
14 leads em cold_drop agora. Ativo?
Pergunta ou pede algo…
What this looks like day-to-day
Cadences run silently. You just see the right leads at the right time.
Hot lead drop-off
Lead at 78° suddenly silent for 48h. engajado_pausou alert. Suggested move: "send a check-in WhatsApp with photo".
Nurture for 6-month timeline
Lead not buying for 6 months → goes into nurture cadence. 1 useful touch every 3 weeks. Stays warm until ready.
Post-showing follow-up
After a showing, cadence dispatches an automatic thank-you + recap. You don't forget.
Past clients
Closed deals don't end the cadence — they enter a long-term nurture for referrals + future moves. Reactivation works.
Won/lost archiving
Closed-won = stop nurture, start "past_client". Closed-lost = optional 60-day check-in. No manual archiving.
Stop losing leads to slow follow-up
Sign up and your cadences run from day one.