Lead Generation Playbook: Set Up SMS Inquiry Capture and Team Follow-Up
Build an SMS inquiry workflow from entry point to team handoff. Use OTTO reply automations, Interactive Text Response menus, or configured questions to collect answers and route an inquiry with context.
Lead GenerationOTTO QualificationPrepare CallerITR
The Core DifferenceCollect answers in a conversation. An inbound text provides a sending number, not verified identity or buying intent. Use the answers and your review criteria to decide the next step.
Entry PointsUse a website button, printed QR code, keyword, or SmartLink in a supported social placement. Test each placement on the devices your audience uses.
The OutputConfigure lead alerts and integrations to pass the answers, sending number, entry source, and conversation context your team needs. Confirm field mapping and access before launch.
This setup guide focuses on routing inquiries from entry points to the right team. It supports service, recruiting, member, and customer communications. Collect only information needed for the next step; route sensitive details to an appropriate secure process.
The Full Setup: Step by Step
1
Map your qualification questions before building
What does your rep need to know before calling? Service type · Location · Timeline · Budget (if applicable) · Name. Start with a short set of questions, then review completion and partial journeys to decide what to change.
2
Build a Custom Questions (Captures Name) or ITR collector
Captures Name for simple qualification. ITR for businesses with multiple service types that need routing (Sales/Service/Support or HVAC/Roofing/Plumbing).
3
Configure the Final Message as a Prepare Caller message
If your team can meet the stated callback window, explain who will call and from which number. For example: “Our service team will call from [number] during [hours].” Provide an alternative for urgent requests; do not promise a callback your team cannot deliver.
4
Set the notification email to your team’s distribution list
Set recipients by service, location, territory, or account. Test branch-level routing, exceptions, and agent handoff. Confirm the team can view the context it needs and that notifications do not expose unnecessary personal data.
5
Deploy the SmartLink to selected entry points
Use website buttons, supported social links, email signatures, and QR codes on suitable print materials. Do not assume an external listing supports a direct messaging button. Test the current placement and destination.
✓
Review unanswered and partial inquiries
Review completed and partial journeys alongside calls and activity in your existing systems. A missing platform reply does not prove no one followed up. Send a limited inquiry-related follow-up only where appropriate, respect STOP, and configure exception handling. An inquiry does not authorize recurring marketing.
Entry Point Strategy by Channel
🌐
Website
Floating “Text Us” button site-wide + inline button above the fold on service pages and the contact page. Mobile visitors go to SMS. Desktop visitors see the QR bridge. Both paths feed the same collector.
⭐
Google Business Profile
Check the links and contact options currently available for your listing. Where a suitable website link is supported, direct visitors to a relevant page with an SMS entry point. Do not assume a native Message button is available.
📬
Direct Mail QR
QR on the mail piece routes to the lead gen collector. Create a separate collector (or separate QR tag) per mailing so you know which drop drove which leads. See the Direct Mail QR playbook for full setup.
🏠
Physical Signage
Yard signs, door hangers, vehicle wraps, job site signage. Use readable QR codes on suitable materials. Scanning opens the configured destination; the visitor still needs to start the conversation. Retain separate source identifiers to distinguish material types.
What to Report
📥
Lead volume by entry point
Compare retained source identifiers with conversation starts, completed inquiries, and team-reviewed outcomes. Configure reporting or integrations before using these records to compare channels.
✅
Collector completion rate
Measure conversation starts that reach the configured final step and identify where partial journeys stop. Define the denominator and compare with your own baseline; completion is not automatically marketing permission.
📞
Contact rate on callbacks
Record callback attempts and answered calls in your phone or CRM system. Connect those outcomes to inquiry records where configured. Review timing, staffing, and message expectations using your own data.
Go Deeper
📖 Related Insight
Conversational SMS Lead Funnels
Explore conversational SMS funnels, callback expectations, and how teams can evaluate their own follow-up results.
SMS can offer an additional inquiry path. Configured questions or ITR menus collect answers for team review. The sending number does not establish verified identity or intent.
Map your qualification questions first: what your rep needs to know before calling: service, location, timeline, budget.
A site-wide floating “Text Us” button plus inline buttons above the fold on service and contact pages, and QR codes on offline placements.