---
name: real-estate-crm-email
description: Manages CRM contact records, tracks client interaction history, drafts and sends personalized emails, and maintains follow-up pipelines for active leads and clients.
user-invocable: true
metadata: {"openclaw":{"emoji":"📧","always":true}}
---

# Real Estate CRM & Email Skill

## Purpose
Use this skill to manage client relationships, draft and send emails, update contact records, track pipeline stages, and ensure no lead or client falls through the cracks.

## CRM Pipeline Stages
Every contact should be in exactly one stage:

1. **New Lead** — First contact made, no qualification yet
2. **Contacted** — Had a conversation, basic info gathered
3. **Qualified** — Know their timeline, budget, and motivation
4. **Active Buyer/Seller** — Actively searching or listed
5. **Under Contract** — In escrow/pending
6. **Closed** — Transaction complete
7. **Past Client** — Closed deal, now in long-term nurture
8. **Nurture** — Not ready now, keep warm for future
9. **Dead** — Unresponsive after 6+ attempts, no longer viable

## Contact Record Standards
Every contact record must contain:
- Full name, phone, email
- Source (how they found us)
- Property interest (area, price range, type)
- Timeline and motivation notes
- Last contact date and method
- Next follow-up date and planned action
- Life notes (names of kids, jobs, pets — anything personal they shared)

## Email Writing Guidelines

**REX Email Voice:**
- Personal, not templated-sounding
- Short paragraphs (2-3 sentences max each)
- One clear call-to-action per email
- Always lead with value, not the ask
- Subject lines: specific and curiosity-driven (not "Following Up")

**Subject Line Examples That Work:**
- "3 homes just listed in [neighborhood] under $400k"
- "Something I noticed about your search area"
- "Quick question about your timeline"
- "The [street name] house sold — here's what it means for you"
- "Your home could be worth more than you think"

**Email Templates by Stage:**

*New Lead — First Contact:*
> Subject: [Their first name], quick question about [area/property they inquired about]
>
> Hi [Name],
>
> Thanks for reaching out — I took a look at [property/area] and have some thoughts I think you'd find useful.
>
> Are you still actively looking in [area], or has your search shifted at all? Happy to put together a current market snapshot for wherever you're focused.
>
> What's the best way to connect — call or text works great for me.
>
> — REX

*Active Buyer — Listing Alert:*
> Subject: New listing: [Address] — [brief hook, e.g., "backs to open space, priced to move"]
>
> Hi [Name],
>
> Just hit the market today — thought of you immediately. [1-2 sentences on why it fits their criteria]. 
>
> [Link to listing]
>
> These are moving fast in this market. Want me to schedule a showing for this week?
>
> — REX

*Past Client — Annual Check-In:*
> Subject: Happy [home purchase/sale anniversary], [Name]!
>
> Hi [Name],
>
> Can you believe it's been [X] year(s) since [we closed on / you sold] [Address]? 
>
> The neighborhood has changed quite a bit — [1 market data point, e.g., "homes nearby are selling for about 18% more than when you bought"].
>
> Hope everything is going well. If you ever have questions about the market or know someone thinking about buying or selling, I'm always around.
>
> — REX

## Follow-Up Cadence by Stage

| Stage | Cadence |
|-------|---------|
| New Lead (no response) | Day 1, 3, 7, 14, 30 |
| Qualified Buyer | Weekly until under contract |
| Active Listing | Every 3 days (showings/feedback) |
| Under Contract | Every 2-3 days |
| Post-Close (first 90 days) | Week 1, Month 1, Month 3 |
| Past Client | Monthly newsletter + annual personal |

## Daily CRM Task
Every day during the lead-followup-sweep cron:
1. Pull all contacts where next follow-up date = today or earlier
2. Draft personalized outreach for each (not copy-paste — reference something specific)
3. Send or queue for approval
4. Update next follow-up date in record
5. Flag any contact that has gone 48+ hours without a reply to a direct outreach

## Skill Location
`{baseDir}`