Turned an 85,000-lead backlog into an automated reactivation and booking engine

The problem

A business financing advisory firm had accumulated roughly 85,000 leads in GoHighLevel across credit-based, asset-based, revenue-based, real estate, referral and wealth advisory lines. Most were cold, aged or dormant, and no rep could work that volume by hand. Follow-up depended entirely on rep memory — calls, texts, voicemails and emails managed contact by contact — so leads fell through the cracks.

There was no lead scoring, no segmentation that fit a multi-vertical business, and no central record of opt-in status, SMS eligibility or DNC flags. The lead journey was spread across GoHighLevel, Salesforce, Slack, Jira, Zapier, Google Sheets, SignNow, Typeform, MyScoreIQ, Fireflies, Kixie and ActiveCampaign, with data lost at every handoff. Referral partners, historically around 60% of business, were underserved, and leadership had no consolidated view of ad spend, lead status or appointment volume.

What it cost

The single most important outcome — getting leads to booked appointments — had no engine behind it, so reps spent their time on pre-work instead of closing. An 85,000-record asset produced almost no revenue. Sales managers acted as manual air-traffic controllers, KYC and document collection stalled across too many tools, and growing outreach volume without a suppression layer created real compliance exposure.

What we built

An eight-step lead lifecycle. Every source — the full GoHighLevel database, Facebook ads, Google Sheets, Typeform and intake forms — feeds one inbound stream, tagged by source and campaign. Records are deduplicated, normalised and run through a centralised suppression layer before any automation touches them. A multi-channel AI SDR then runs reactivation across email, SMS and ringless voicemail with compliant cadencing, handles replies and objections from a knowledge base, and branches on intent: "still interested", "not right now", "I only want a loan", "stop".

Leads are classified by status and vertical, routed to a booking engine, and chased automatically for KYC documents between Call 1 and Call 2. Qualified, appointment-ready records surface in the CRM for reps, and leadership gets real-time visibility into the pipeline. Referral partner data was audited and the top 20% normalised for Phase 2.

What changed

The backlog is now worked continuously by the AI SDR instead of sitting idle, reps receive appointment-ready leads rather than raw records, and compliance checks run before every outbound message. Appointment and conversion figures are still to be collected from the client.