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🛡️ GoHighLevel snapshot · Insurance Agencies (P&C and Life)

Insurance snapshot walkthrough

A guided tour of every pipeline, form and automation, with the actual messages your client’s customers will receive.

OverviewSetup guideWalkthroughMini-coursePDF guide ↓
1 · The big picture

How a lead flows through the system

  1. Capture: the quote form, a missed call or an imported list starts a workflow.
  2. Respond in seconds: SMS and email go out instantly and the team gets an alert.
  3. Book: the Free Coverage Review calendar confirms and reminds automatically.
  4. Close: estimates and proposals get a 13-day follow-up so nothing slips.
  5. Deliver and delight: the Customer Journey pipeline handles feedback, reviews and referrals.
  6. Reactivate: past customers come back through service-due, seasonal and niche campaigns.
  Dashboard
Dashboard
2 · Pipelines

Three pipelines, named for insurance

Sales Pipeline

Every new inquiry from first touch to signed job.

New Quote RequestContactedReview BookedReview CompletedQuote SentPolicy BoundNot BoundLong-Term Nurture

Customer Journey

Delivery, feedback, reviews and referrals after the sale.

Application SubmittedUnderwritingPolicy IssuedFeedback Requested5-Star ReviewedReferral Partner

Reactivation

Turns your old list into booked work with the reactivation campaign.

Campaign SentReplied - InterestedBookedNot Interested
  Opportunities → Pipelines
Opportunities → Pipelines
3 · Forms & fields

Capture the right details the first time

01 · Request a Quote / Booking Request

Main lead form for the website, funnels, ads and QR codes. Starts workflow 01.

02 · Customer Feedback

Private 1-5 rating. Happy customers get the review link; unhappy ones trigger service recovery.

03 · Refer a Friend

Captures referrals and alerts the team to call the new lead the same day.

Insurance fields included

  • Lines of Interest (Auto, Home, Auto + Home, Life, Umbrella)
  • Current Carrier
  • Policy Renewal Date
  • Policies In Force (None yet, 1 line, 2 lines, 3+ lines)
  • Recent Life Event (None, Bought a home, New vehicle, Married, New baby)
  • Number of Drivers
  • Cross-Sell Opportunity Notes

Plus 13 core fields: timeline, budget, preferred contact method, feedback rating, referral details and service dates.

  Sites → Forms
Sites → Forms
4 · Automations

All 21 workflows, step by step

Open any workflow to see its trigger, every step and a sample message. Each one is installed and fully written.

01 · New Lead → Speed-to-Lead + 7-Day Follow-Up

Texts and emails every new quote request immediately, asks which lines they need, and follows up for a week until they book a coverage review.

Trigger

Form 01 submitted, or tag 'start lead nurture' added

Steps
  1. Tag new lead
  2. Create opportunity in Sales Pipeline → New Lead
  3. Instant SMS reply with booking link
  4. Instant email: what happens next
  5. Text + email alert to the team
  6. Day 1 SMS follow-up
  7. Day 2 email: why customers choose you
  8. Day 4 SMS: quick question
  9. Day 7 email: close the loop
  10. Move to Long-Term Nurture

Stops when the lead replies

Sample text message:
Hi first name, it's owner name at business name. Got your quote request, thanks! Quick question so I quote the right thing: is this for auto, home, life, or a bundle? Reply STOP to opt out.
02 · Missed Call → Instant Text-Back

Texts missed callers within seconds and asks whether they need a quote, a policy change, or claims help.

Trigger

Inbound call is busy, no-answer or voicemail

Steps
  1. Text-back within seconds
  2. Create opportunity → New Lead (source: missed call)
  3. Text alert to the team

Runs every time

Sample text message:
Hi, it's business name. Sorry we missed your call! Are you looking for a quote, have a policy question, or need help with a claim? Text us here and we'll get right back to you. Reply STOP to opt out.
03 · Customer Replied → Hot Lead Alert

Alerts the assigned producer the moment a prospect replies so the conversation happens while they're still shopping.

Trigger

Customer replies (SMS, email, chat)

Steps
  1. Tag hot lead
  2. Text the team the reply so nobody waits

Runs every time

04 · Appointment Booked → Confirm + Reminders

Confirms each coverage review and reminds the prospect to have declarations pages ready.

Trigger

Customer books on the calendar

Steps
  1. Tag appointment booked
  2. Move deal → Appointment Booked
  3. Confirmation SMS + email with reschedule link
  4. Team alert
  5. 24-hour reminder SMS
  6. 2-hour reminder SMS

Runs for every booking

Sample text message:
Hi first name, you're confirmed for your appointment type with business name on only start date at start time. Have your current declarations pages handy. Need to change it? reschedule link
05 · No-Show → Reschedule Recovery

Recovers missed reviews with a friendly reschedule sequence and captures the renewal month if timing is off.

Trigger

Appointment status changes to No-show

Steps
  1. Tag no-show
  2. Sorry-we-missed-you SMS + email with booking link
  3. Team alert
  4. Day 1 rebook SMS
  5. Day 3 final SMS

Stops when they reply

Sample text message:
Hi first name, we missed you for your coverage review today. No worries, life happens. Want to pick a new time? booking link
06 · Appointment Completed → Proposal Prep

Thanks the prospect after the review and creates a task for the producer to finish quoting.

Trigger

Appointment status changes to Showed

Steps
  1. Move deal → Appointment Completed
  2. Thank-you SMS
  3. Team alert: send the proposal within 24 hours

Runs every time

Sample text message:
Thanks for your time today, first name. I'm putting your quote options together now. If you think of any other drivers, vehicles, or valuables we should include, just text them here.
07 · Proposal Sent → Follow-Up Sequence

Follows up on sent quotes, explains how switching works with no coverage gap, and prompts a YES to bind.

Trigger

Deal moves to Proposal Sent

Steps
  1. Day 1 SMS check-in
  2. Day 3 email: questions?
  3. Day 6 SMS: hold your spot
  4. Day 13 final email
  5. Team alert if still no answer

Stops when they reply

Sample text message:
Hi first name, your quote options from business name are in your inbox. Any questions about limits or deductibles? Reply here and I'll walk you through them.
08 · Deal Won → Welcome + Customer Journey

Welcomes newly bound clients, explains documents and claims steps, and moves them into the policy journey.

Trigger

Deal moves to Won

Steps
  1. Tag customer, remove lead tags
  2. Create Customer Journey deal → Scheduled
  3. Welcome SMS
  4. Welcome email: what happens next
  5. Team alert

Runs every time

Sample text message:
Welcome to business name, first name! Your policy documents and ID cards will arrive by email. Save this number. It's your direct line for questions, changes, and claims help.
09 · Deal Lost → 30/60/90-Day Nurture

Keeps not-bound prospects warm with helpful coverage tips until their next renewal window.

Trigger

Deal moves to Lost

Steps
  1. Tag lost
  2. Day 30 check-in email
  3. Day 60 SMS
  4. Day 90 email with comeback offer
  5. Move to Long-Term Nurture

Stops when they reply

10 · Job Completed → Feedback Request

Asks new clients how the quoting and binding process felt once the policy is issued.

Trigger

Customer Journey deal moves to Completed

Steps
  1. Move → Feedback Requested
  2. Tag review requested
  3. SMS + email asking for a private rating
  4. Day 2 reminder SMS

Runs every time

Sample text message:
Hi first name, now that your policy is in place, how did we do? It takes about 30 seconds and helps us a lot: feedback link
11 · Feedback Submitted → Review Ask or Service Recovery

Sends 4-5 star clients to your Google review page and routes 1-3 star feedback privately to the agency owner.

Trigger

Form 02 submitted

Steps
  1. If rating is 4-5: tag promoter, send Google review link, move → 5-Star Reviewed
  2. If rating is 1-3: tag detractor, apology message, urgent team alert to fix it privately

Runs every time

12 · Happy Customer → Referral Request

Asks happy clients to introduce friends with new cars, homes, or growing families.

Trigger

Tag promoter added

Steps
  1. Wait 3 days
  2. Referral SMS with reward
  3. Referral email with reward

Once per contact

Sample text message:
Hi first name, thanks again for choosing business name! Know someone with a new car, new home, or new baby? We'd be glad to give them the same no-pressure review: referral link
13 · Referral Received → Thank You + Team Alert

Thanks the referring client and alerts a producer to contact the referral quickly.

Trigger

Form 03 submitted

Steps
  1. Move referrer → Referral Partner
  2. Tag referral partner
  3. Thank-you SMS
  4. Team alert with the friend's name and phone

Runs every time

14 · Database Reactivation Campaign

Re-engages old quotes and lapsed clients with a no-cost policy checkup offer.

Trigger

Tag 'start reactivation' added (bulk-tag an imported list)

Steps
  1. Create Reactivation deal → Campaign Sent
  2. SMS 1: still looking for help?
  3. Day 2 SMS: past-customer offer
  4. Day 5 email offer
  5. Day 10 last-call SMS
  6. Remove the campaign tag

Stops when they reply

Sample text message:
Hi first name, it's owner name from business name. It's been a while! Coverage options change every year. Want reactivation offer? Just reply YES. Reply STOP to opt out.
15 · Invoice Sent → Payment Reminders

Sends polite reminders for agency-billed premiums or fees before a policy is at risk of lapsing.

Trigger

Invoice sent

Steps
  1. Wait 3 days
  2. Friendly SMS reminder
  3. Day 6 email reminder
  4. Day 10 team alert for a personal call

Payments workflow (16) stops it when the invoice is paid

16 · Payment Received → Thank You

Confirms payment and thanks the client so they know their coverage is in good standing.

Trigger

Payment received

Steps
  1. Tag customer, remove past-due tag
  2. Thank-you SMS
  3. Team alert

Runs every time

17 · Birthday → Gift Offer

Sends a warm birthday note with a complimentary coverage check-in, a natural time to review life insurance.

Trigger

Contact's birthday (date of birth on file)

Steps
  1. Birthday SMS with gift offer
  2. Birthday email

Yearly

18 · Stale Deal Alert (7 Days No Movement)

Flags quotes that haven't moved stages so producers can follow up before the prospect binds elsewhere.

Trigger

Sales Pipeline deal idle 7+ days

Steps
  1. Text + email alert to the team

Runs every time

19 · Service Due → Rebook Reminder

Invites clients to a pre-renewal policy review 30-45 days before their renewal date.

Trigger

Tag 'service due' added

Steps
  1. Service-due SMS with offer
  2. Day 3 email
  3. Day 7 final SMS
  4. Remove the tag

Stops when they reply

In insurance: Policy renewal is approaching. Set the Policy Renewal Date field and trigger 30-45 days before it so the agency reviews coverage, captures life changes, and re-markets if needed before the client shops elsewhere.

Sample text message:
Hi first name, your policy renewal is coming up. Before it renews, let's make sure your coverage still fits. Any new drivers, home updates, or big purchases? Book service due offer: booking link Reply STOP to opt out.
20 · Seasonal Promo Campaign

Runs an annual coverage checkup campaign across your book, ideal for January and Life Insurance Awareness Month.

Trigger

Tag 'seasonal promo' added

Steps
  1. Offer SMS
  2. Day 2 email
  3. Day 5 last-call SMS
  4. Remove the tag

Stops when they reply

In insurance: Annual coverage checkup campaign sent to the whole book. Best months: January (new year, new vehicles and life changes) and September (Life Insurance Awareness Month, a natural life cross-sell window).

Sample text message:
Hi first name, it's business name. It's our annual coverage checkup season! Home values, vehicles, and families change. Want seasonal offer? Reply YES. Reply STOP to opt out.
21 · Account Rounding: Bundle & Cross-Sell Review

Offers single-line clients a full-account review for bundling, umbrella, renters, and life coverage.

Trigger

Tag 'niche campaign' added

Steps
  1. Niche SMS
  2. Day 2 email
  3. Day 5 follow-up SMS
  4. Remove the tag

Stops when they reply

In insurance: Account rounding for single-line clients. Tag or filter clients with 'Policies In Force = 1 line' (or a Recent Life Event) and enroll them to offer a full-account review covering home/auto bundling, umbrella, renters, and life. Run it monthly on new single-line clients 60-90 days after binding, and anytime a life event is logged.

Sample text message:
Hi first name, owner name here. You have one policy with us, and many clients find it simpler to keep home, auto, umbrella, and life with one agent who reviews it all together. Want me to see if bundling fits you? Reply STOP to opt out.
  Workflow 01 · Speed-to-Lead
Workflow 01 · Speed-to-Lead
Workflow 01 in the builder
  Workflow 14 · Reactivation
Workflow 14 · Reactivation
Workflow 14 · reactivation campaign

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