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10-min read · Updated April 2026
Lumi · Wednesday
Good morning, Niki.
Two showings · three leads need a nudge.
Showing · Passeig de Gràcia 84
Five deals from
one 14-day sequence.
Single-channel cold outreach is dead — every cold email goes to spam, every cold DM gets archived, every cold call goes to voicemail. The agents who close cold leads now run coordinated multi-channel sequences: four touches across email, IG, LinkedIn, and voice over 14 days. Each touch references a different soft signal. The lead feels seen, not stalked.
Day 1 · email subject: "Cascais Tech Park 3-beds, this week" signal: commute (4 listings within 15min) Day 4 · IG DM "Saw your beach photo — there's a 3-bed in Tamariz with similar light. 60s clip?" signal: lifestyle Day 9 · LinkedIn DM "Saw the Neuralink → Porto move. Curious if the Cascais commute would even work…" signal: career / employer Day 14 · voice note [warm, 32 sec] mentions schools (sister signal); ends ask-or-archive
Four touches, four channels, four soft signals. Each one stands alone. Day 14 closes with a clean ask-or-archive — and the archive is honoured.
Day-by-day. Channel-by-channel.
The four touches, each calibrated to its channel and to a different soft signal from the brief. The progression is deliberate: low-intimacy email → mid IG → professional LinkedIn → human voice.
Five rules. Fourteen days.
Each rule protects against the sequence becoming a campaign. The whole leverage is in feeling like four distinct contacts, not a coordinated push.
- 01
The sequence is for cold leads, not warm relationships.
Multi-channel ladders work because cold leads need 4-7 touches before responding. Warm leads (referrals, past clients, IG-DM hot tier) don't need this — they need single specific messages. Running the 14-day ladder against warm leads is over-engineering and reads as desperate. Discipline: ladder is for cold; warm gets the targeted protocols.
- 02
Channels are sequenced by intimacy, not random.
Email → IG DM → LinkedIn → voice note is a deliberate ascent. Email is the lowest-intimacy channel (everyone gets agent emails); IG DM is mid (you've found their public account); LinkedIn is professional credibility (you've done your homework); voice note is human (you're talking to them, not at them). The progression conditions the recipient — by day 14, the voice note feels earned because of the lower-intimacy touches before it.
- 03
Each touch references a different soft signal.
If day 1 mentions the south-facing kitchen, day 4 doesn't. The brief usually has 4-6 soft signals captured during enrichment + early calls; the sequence allocates one per touch. This prevents the messages from sounding like variations on the same pitch — the lead experiences four distinct moments of context, not a four-part repetition.
- 04
Voice and tone match the channel, not the agent.
Email reads like email. IG DM reads like IG DM (shorter, casual, contractions). LinkedIn reads like LinkedIn (warmer-formal, professional context). Voice notes read like spoken language (pauses, emphasis, run-on sentences are fine). Forcing the agent's email voice across all four channels is the most common failure — and the recipient feels the inauthenticity instantly.
- 05
Day 14 is ask-or-archive. Honoured exactly.
The voice note ends with: 'if I don't hear by Friday, I'll archive this — let me know if you want me to keep going'. And then the agent honours it. No 'one more email' on day 16. No 'just one more thing' on day 21. The whole sequence depends on the credibility of the archive promise — burn it once and the protocol stops working with that lead and any they tell.
Three failures that turn the sequence into a campaign.
When the prompt loses discipline — usually under pressure to fill out the days — the sequence regresses to formulaic outreach. Each of these has been generated by a real prompt and sent by a real agent.
“Day 9 LinkedIn DM: 'Hi Marina, sent you an IG DM last week and an email the week before — wanted to also reach out here in case those landed in spam!'”
Names the previous touches. Reveals the sequence. The lead now feels harassed by a coordinated campaign, not contacted by an agent who happens to be reaching out across channels. The protocol's whole leverage is that each touch stands alone.
“[Day 14, voice note transcript]: 'Hello Marina, this is André from Lumi Real Estate. I am following up regarding your interest in the Estoril property. Please contact me at your earliest convenience to discuss next steps. Thank you and have a great day.'”
Reads like a formal email translated to audio. No pauses, no contractions, no warmth. The recipient hears the script. A real voice note has 'um's, restarts, smiles in the voice — and the prompt should mark these to give the agent a natural script to follow.
“Day 4 IG DM: 'Saw you saved that south-facing kitchen apartment.' Day 9 LinkedIn: 'Quick note — I have another south-facing 3-bed coming on this week.' Day 14 voice note: 'Wanted to check if the south-facing options are still your priority.'”
Three touches, one signal. By day 14 the lead feels they've been pigeonholed by a single feature they mentioned once. Each touch should reference a different soft signal — kitchen on day 4, commute on day 9, school district on day 14.
What to feed Claude.
One prompt, four channels — the channel parameter routes which voice and length to use. Voice samples per channel are what produce channel-authentic drafts.
You are a senior real-estate agent's
multi-channel sequence drafter.
INPUT
You receive: the lead's CRM brief (with
soft signals), their preferred channel
(inferred from their actual replies),
the day of the sequence (1, 4, 9, or 14),
and the agent's voice samples for that
specific channel.
OUTPUT
A single message for the day's channel,
in the voice of that channel.
Day 1 (email): subject + body. Subject
≤45 chars. Body 4-7
sentences.
Day 4 (IG DM): single short message,
1-3 sentences, references
something specific from
the brief.
Day 9 (LinkedIn): connection-request
note (200 char limit)
OR DM if already
connected.
Day 14 (voice): a 30-45 second voice
note script for the
agent to read aloud.
Mark pauses with [pause]
and emphasis with *italic*.
RULES (non-negotiable)
1. Each touch references a DIFFERENT soft
signal from the brief. The lead never
feels the agent is repeating the same
pitch.
2. Each touch advances the relationship —
answers a question, surfaces a new
listing, shares a market data point.
No "just checking in" energy.
3. Day 14 ends with a clear ask-or-archive:
"if I don't hear by Friday, I'll
archive this and stop pinging — say
the word and I will."
4. Voice and tone match the CHANNEL, not
the agent's email voice. IG DMs are
shorter. LinkedIn notes are warmer-
formal. Voice notes have natural
pauses.
5. Never reference the previous touches.
Each message stands alone. The lead
shouldn't feel a sequence.
ANTI-PATTERNS (never produce these)
- "Following up on my previous email"
- "I tried reaching out a few times"
- Cross-channel name-drops ("did you see
my LinkedIn?")
- The same opening line across channels
- Day 14 voice note that reads like text
(no contractions, formal grammar)
The lead should feel four different
moments of useful contact across 14 days
— not a sequence designed to wear them
down.Run the prompt 4 times per lead (one per channel). Schedule actual sends via Mailgun (email), ManyChat (IG DM), Phantombuster (LinkedIn), and your phone's voice memo (day 14).
Drafting the four touches is step one.
Honouring the day-14 archive is step two.
Lumi is the app that runs this workflow for you. You speak after a showing — Lumi captures the soft signals. You forward an email — Lumi updates the constraints. You open the app at 8am — the brief is already there, ready to feed Claude.
- Voice → structured CRM, automatically
- No forms. No data entry. No copy-paste.
- Free for agents in EU · LatAm · MENA
Lumi · Wednesday
Good morning, Niki.
Two showings · three leads need a nudge.
Showing · Passeig de Gràcia 84
Pipeline
Active
8
Warm
4
Cold
2
Clara Ruiz
Active€1.8M · 3BR
Passeig de Gràcia showing · 11:30
Andreas Moreno
Active€2.4M · 4BR
Send comps by 18:00
Dimitri Schneider
Warm€900K · 2BR
Contract review today
Silent 3d · last 3 days ago
Sarah Mitchell
Cold€1.2M · 3BR
Draft re-engagement
Silent 9d · last 9 days ago
A real-estate adaptation of the multi-channel sequence playbook from B2B sales (Outreach, Apollo, lemlist). Our slice: the 14-day ladder for cold residential leads — channel-tuned voice, ask-or-archive honoured exactly.
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