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Getting Started: Your WolfPack CRM Automations Explained

How to market to your new buyers' agents and how to track marketing performance.

Your WolfPack CRM does a lot of work in the background. Every time an inspection is booked and completed, it quietly updates contact records, tracks agent activity, and sends the right follow-up at the right time. This guide walks through what those automations are, why they exist, and what you can safely change.

It is written for two audiences: business owners who want a quick refresher, and new team members who need to understand the system before they touch it. If you hire an office manager or a new inspector, send them here first.

How data gets into your CRM

Your scheduling software (Spectora or ISN) is the source of truth. When an inspection is scheduled, confirmed, and completed, that update flows into your CRM automatically. You never have to type an inspection into the CRM by hand.

Here is what shows up:

  • Every inspection is recorded. On the current integration, each inspection becomes a deal named after the inspection and property address, carrying the fee and moving through stages as the order progresses (scheduled, confirmed, completed, then won when the report is published or the order is paid and complete). Cancelled orders are marked lost. Some accounts on an earlier version of the integration do not create a deal per inspection; the inspection details are written straight onto the contact record instead. Either way, nothing is typed in by hand.
  • Every person on the order becomes a contact. The homebuyer or homeowner is tagged as a Client, the buyer's agent as a Buyer's Agent, and the listing agent as a Listing Agent. One person can hold more than one role over time.
  • Each agent's brokerage becomes a company (HubSpot) or is stored on the contact record (ActiveCampaign).
  • Inspection details are copied onto the contact. Most recent inspection date, address, type, fee, inspector, and running inspection counts all live on the contact record so you can search, filter, and report on them.

Heads up: the sync is one-way. Changes flow from your scheduling software into the CRM, not back. Editing a contact, renaming a deal, or moving a deal stage by hand in the CRM does not change anything in Spectora or ISN, and renaming or deleting a synced deal can cause a duplicate the next time the order updates. Make scheduling changes in your scheduling software and let the CRM follow.

Contacts are matched by email address. If an agent is entered in your scheduling software with two different emails, you will end up with two contact records. Keeping email addresses consistent at booking time is the easiest way to avoid duplicates. If an agent or client changes their email address, update it in both your scheduling software and your CRM at the same time; otherwise the next synced inspection creates a second contact.

The three roles that drive everything

Almost every automation in your account keys off which role a person played on a specific inspection:

Role Who it is What the CRM does with them
Client The homebuyer or homeowner who ordered the inspection Marked as a customer and, if your account uses our review request automation, receives a review request after the inspection
Buyer's Agent The agent representing the buyer, who referred you the job Receives the welcome series, milestone emails, and re-engagement outreach. This is your referral partner.
Listing Agent The agent on the selling side Receives a lighter introduction series designed to turn them into a future buyer's agent referral

Buyer's agents get the most attention because they are the ones who choose the inspector. Listing agents get a shorter sequence because they did not choose you this time, but they might next time.

The base automations, one at a time

1. New Buyer's Agent welcome series

Who enters: a buyer's agent the first time they appear on one of your inspections.

What happens:

  1. A welcome email goes out the day after the inspection, during business hours.
  2. A task is created for your team to call or text the agent and introduce yourself personally.
  3. About two weeks later, a second email goes out. The copy for this one is intentionally written as a placeholder so you can make it your own (see What you can customize).
  4. A final email follows, then the sequence waits about 60 days.

How it ends: the moment that agent books a second inspection with you, the welcome sequence stops. They have converted from "new" to "repeat," and the milestone automations take over.

Why it exists: the first two weeks after a new agent tries you are when they decide whether to refer you again. This sequence makes sure that decision is not left to chance.

2. Agent milestone emails (retention)

Who enters: buyer's agents as their lifetime inspection count with you hits a milestone. Standard builds celebrate the 2nd, 5th, and 10th inspection.

What happens: one email per milestone, sent about a day after the qualifying inspection. The 10th-inspection email treats the agent as a VIP. Each milestone fires once and never repeats for the same agent.

You can clone any milestone automation to add later milestones (15th, 20th, and so on). Many owners also add a reward to the message, for example: "Thanks for doing your 10th inspection with us! Here's $50 off your next one."

Why it exists: agents who refer you regularly rarely hear "thank you." A short, specific acknowledgment at the 5th and 10th inspection is one of the cheapest loyalty tools you have.

3. Inactive agent re-engagement

Who enters: a buyer's agent who has not booked with you in a while. The default window is roughly 60 to 90 days, and it is the most commonly adjusted setting in the whole system.

What happens:

  1. A re-engagement email goes out.
  2. About a week later, a second email follows.
  3. About two weeks after that, a task prompts your team to call or text.
  4. The agent then sits in a waiting period (up to 60 days) in case they come back on their own.

How it ends: the sequence stops immediately if the agent books a new inspection or replies to either email. Once they book again, their status flips back to Active automatically and they are eligible to re-enter this sequence if they go quiet again later.

Agents with 10 or more lifetime inspections skip the second email and go straight to a personal call task, since a top referrer deserves a phone call rather than another automated message. In HubSpot this is one branch inside the workflow; in ActiveCampaign it is two separate automations, one for agents under 10 inspections and one for agents at 10 or more.

Why it exists: agents drift. Usually it is not because anything went wrong, but because another inspector was top of mind the day they needed one. Two emails and a phone call bring a surprising number back.

4. New Listing Agent introduction

Who enters: a listing agent the first time they appear on one of your inspections.

What happens:

  1. An introduction email goes out, and a task is created for your team to reach out.
  2. About three weeks later, a second email follows. Like the second email in the buyer's agent welcome series, this one is written as placeholder copy for you to make your own.
  3. The sequence then waits about 60 days.

How it ends: the sequence stops the moment that agent books an inspection as a buyer's agent. That is the goal, and the CRM counts it as a conversion. From then on they are treated as a buyer's agent and enter the welcome series above.

Listing agents do not receive review requests, milestone emails, or inactive-agent outreach, in either platform. That is intentional, not a gap.

Why it exists: every listing agent on your inspections is a buyer's agent on someone else's. This sequence introduces you before they need you.

5. Review requests

Who enters: clients after their inspection is complete. Buyer's agents can be included too, in either platform, if you want agent reviews.

What happens:

  1. About one business day after the inspection, a review request goes out by email and, if your account includes it, by text message.
  2. If there is no click, a reminder goes out the following business day.
  3. The request stays open for up to two weeks, then closes.

How it ends: the moment the person clicks the review link, the sequence stops. Positive feedback is routed to your Google Business Profile. Negative feedback is routed to a private form so you can address it directly instead of in public. This routing steers people toward the right place, but it cannot stop someone from going straight to Google and leaving a lower-star review on their own.

In ActiveCampaign: clients are added to the review request list by the Client flow only if your account has review requests enabled. They are not subscribed to anything else by default.

If a particular client or agent should not receive a review request, tell your WolfPack specialist and we will exclude them. You can adjust the timing of the review request emails and texts, and the wording and design of the emails, yourself.

For full detail on this feature, see the Review Requests article in this help center.

6. The housekeeping automations you should leave alone

You will also see a handful of automations that never send an email. They are the plumbing that makes everything above work:

  • Contact field updates / Inspection Flow: when a deal is won, copies the inspection details onto each contact and stamps their "most recent inspection" date.
  • BA Flow, LA Flow, and Client Flow: apply the correct role tags, subscribe the contact to the right list, and hand off to the welcome or review sequence.
  • Agent Activity Tracker (HubSpot): watches the days since each agent's last inspection and flips their status between Active and Inactive.
  • Contact Added to Deal (HubSpot): sets the contact owner, marks the contact as marketable, and applies the role tag when someone is attached to a deal.
  • YTD Reset and Unsubscribed (ActiveCampaign): resets year-to-date counts each January and keeps opted-out contacts off your lists.

These automations run instantly and re-run on every inspection. Turning one off will silently stop the customer-facing flows downstream, so please do not pause or edit them without checking with your specialist first.

What you can customize

You own this account, and the automations are meant to sound like you. These changes are safe to make yourself:

  • Email copy. Every email in the welcome, milestone, re-engagement, and introduction sequences can be rewritten in your voice. Replace any wording you'd like or confirm you are happy with our default.
  • Review request timing and wording. The send delay, the reminder, and the email copy and design are all yours to adjust.
  • Sender name, reply-to address, and signature. Make sure replies land in an inbox someone actually watches.
  • The inactive-agent window. If 60 to 90 days feels too aggressive for your market, you can change it yourself. Six months is a common alternative for slower seasons or rural markets. Ask us if you want a recommendation.
  • Which milestones to celebrate. Clone a milestone automation to add a 15th or 25th, or change the wording of the 10th to include a discount, gift, or lunch offer.
  • Internal notifications. Many owners want an email or text to the office when a brand-new agent enters the system so a human can reach out the same day. This is an easy addition.
  • Extra follow-ups by inspection type. A different check-in for new-construction, pool, or pest inspections, for example.
  • Newsletter lists. Add agents or past clients to a separate list for monthly newsletters or seasonal reminders.

A safe habit for editing a live email: duplicate it, edit the copy, swap the new version into the automation, then archive the old one. That way an in-progress send is never interrupted mid-sequence.

What not to change

A few things hold the whole system together. Changing them will break the sync or stop downstream automations without any obvious error.

  • Do not rename, delete, or manually move synced deals (if your account creates them). Let your scheduling software drive deal stages.
  • Do not edit the system-managed contact fields (inspection counts, most-recent-inspection dates, activity status, inspection address fields). They are recalculated automatically and your edits will be overwritten, or worse, will fire an automation by accident.
  • Do not remove or rename the role tags or trigger tags (Buyer's Agent, Listing Agent, Client, and the trigger and deal-role tags). Every automation checks these.
  • Do not pause the housekeeping automations listed in section 6.

If you are unsure whether something is safe to touch, ask. A two-minute question is much cheaper than rebuilding a broken flow.

For new team members: a five-minute orientation

If you have just joined a home inspection company that uses a WolfPack CRM, here is what you need to know on day one:

  1. Inspections are booked in the scheduling software, not the CRM. The CRM updates itself.
  2. Contacts are tagged by role. Buyer's agents are your referral partners. Look at their inspection count and activity status before you call.
  3. Tasks show up automatically. The welcome, introduction, and re-engagement sequences each create a call or text task for you. Complete the task in the CRM so the record stays accurate.
  4. Emails go out on their own. You do not need to send welcome or review request emails by hand. If you want to change what they say, edit the copy, not the schedule.
  5. When in doubt, do not turn anything off. Ask the owner or your WolfPack specialist.

Frequently asked questions

An agent got a "welcome" email but they have worked with us for years. Why? Their earlier inspections probably predate the CRM or were booked under a different email address. Merge the duplicate contact records, then update the inspection count on the surviving record by hand, because counts do not add together automatically when you merge. Your specialist can also suppress historical agents from the welcome series.

Can I add a new inspector or salesperson so their agents get their own follow-ups? Yes. Depending on what you want to happen, this can be a few tweaks to your existing automations or one new automation rather than a full rebuild. Reach out to your WolfPack specialist for advice on the simplest way to get the result you want.

How do I see who is currently in a sequence? Open the automation or workflow and look at the enrolled or active contacts view. In ActiveCampaign, filter contacts by the automation name. In HubSpot, open the workflow and use the Enrollment history tab.

Will the CRM text people? Only if your account has SMS enabled. The base setup uses text only in the review request sequence, but once SMS is enabled you can add a text step to any automation you like. All texts include opt-out language, and anyone who replies STOP is removed automatically.

We want to pause everything for a week while we rebrand. Is that safe? Pause the customer-facing sequences (welcome, milestone, re-engagement, introduction, review request) but leave the housekeeping automations running so your data stays current. Tell your specialist so we can help you turn things back on cleanly.

Questions?

Your WolfPack specialist team can walk through your specific setup, adjust timing, or build additional automations on request. Reach out through your Customer Portal or reply to any email from your team.

Related articles: ISN & Spectora: WolfPack CRM Integrations · Review Requests · Managing Duplicate Contacts · Contact Limits