Playbook · CRM & Prospecting

CRM Tagging & Lead Identification

The single source of truth for how every contact is tagged, tiered, and worked. 30,578 contacts · 220 tags · 8 tiers. Rebuilt July 2026 from the full database scrub; tier and tag counts resynced live from Compass Settings → Tags on Sep 1, 2026.

The Tier LadderEvery contact has exactly one — recomputed from behavior each quarterly scrub
TierWho qualifiesCountPlay
1 · NowReplied within 6 months (verified in Gmail/Quo), hand-tagged Lead - A (Hot), or active client184Daily call list — work before anything else
2 · RelationshipEver replied, Lead - A/B, past client321Monthly personal touch — referral engine
3 · WarmContacted <1 yr, Lead - C, Seller - Likely / Long Term, hand-tagged Warm3,651Monthly nurture email; call on any signal
4 · FarmLA County address + known neighborhood, never worked3,242Monthly NB market reports (West Adams, Studio City…)
5 · Cold FullNo signal yet, but phone on file (two channels)4,600Re-engagement first — best cold odds
6 · Cold EmailEmail only, no signal13,416Slow drip 2–3k/week; prune non-responders
R · NetworkAgents, vendors, employees4,820Own campaigns — never in consumer sends
X · PurgeNo contact info, archived, or entity (trust/LLC) that never replied344Filter Action - Delete → bulk delete
How Leads Are IdentifiedEvidence beats opinion — signals in priority order
1
Reply evidence (strongest)Inbound email (Gmail scan) or text (Quo scan) → tag Replied + Tier 1/2. Verified, not remembered.
2
Hand-tagged judgmentLead - A (Hot) / B (Warm) / C (Cold) from the team are preserved: A → Tier 1, A/B → Tier 2, C → Tier 3. These replaced the old Sphere A/B/C tags, which no longer exist in Compass.
3
Seller intentSeller - Likely (likely-to-sell + make-me-move) and Seller - Long Term hold Tier 3 minimum regardless of contact history.
4
RecencyLast Contacted <1 year keeps a contact Warm. That's why every call, text, and meaningful email must be logged in Compass.
5
Geography (from the address, not memory)NB tags are derived from address neighborhoods + zip mapping (90016→West Adams, 91604→Studio City…). LA County + neighborhood + untouched = Tier 4 farm.
6
MovementReply → Tier 1. Six months quiet in Tier 1 → Tier 2. Any engagement from cold → Tier 3. Two ignored re-engagement sends → flagged dormant. Tiers move at each scrub; nothing is forever.
Tag Families220 tags · pattern is always Family - Value · tags are for action, fields are for facts
T
Tier 8 tags · auto
1 Now · 2 Relationship · 3 Warm · 4 Farm · 5 Cold Full · 6 Cold Email · R Network · X Purge. Set by the scrub — never by hand.
G
Geo 5 tags · auto from address
LA County (6,639) · Palm Springs Area (140) · Out of Area (2,346) · International (152) · Unknown (21,132).
NB
Neighborhood 58 tags · from address + zip
Farming targets. Flagships:
1,265West Adams1,240Bel Air-Holmby Hills1,080Mid-City503Brentwood497Baldwin Hills304Santa Monica+ 52 more
I
International 7 tags · by region
Europe (66) · Canada (33) · Latin America (22) · Asia Pacific (13) · Middle East & Africa (12) · Caribbean (6) · Other. Pairs with Geo - International.
C
Client Type 10 tags
Buyer (54) + Buyer - Condo / Relocating / SFH / Townhouse · Investor (181, incl. developers) · Seller (13) · Seller - Likely (1,303) · Seller - Long Term (130) · Landlord (2).
L
Lead Source 10 tags
Open House (209) · Website (133) · Portal (94, Zillow/OpCity/IntentWave) · LaHaus (1,062) · Referral · Neighbor · Likely to Sell, plus the hand-graded A (Hot) 16 / B (Warm) 19 / C (Cold) 49. Temperature otherwise lives in Tier, not here.
OH
Open House 39 tags · one per address
OH - {Address}, created at each open house and paired with Lead - Open House. Biggest: 1282 Queen Anne (19) · 900 S Nueva Vista (17) · 3530 Coy (16).
A
Agents 35 tags · by city/metro
Agents - Compass (generic, 1,782) + Agents - Compass {City} for referral routing + Outside (44) / Preferred (12) / Friend (10). Cities on file: Albany · Beverly Hills · Brooklyn · Chicago · Commercial · Dallas · Hermosa Beach · Hidden Hills · Hollywood · Las Vegas · Long Island · Los Angeles · Miami · New York · Oxnard · Palm Springs · Palos Verdes · Pasadena · Phoenix · San Bernardino · San Diego · San Francisco · San Jose · Santa Barbara · Santa Monica · Seattle · Sherman Oaks · Studio City · Temecula · Torrance · Ventura · Washington DC · Winter Park. Use the generic tag for any city not on that list. International agents = Agents - Outside + Geo - International.
V
Vendor 13 buckets
Lending (40) · Escrow & Title (19) · Legal & Tax (15) · Construction & Home Services (58) · Inspection & Engineering (8) · Design & Staging (28) · Architecture & Interiors (3) · Insurance (5) · Media & Marketing (20) · Videographer (1) · Moving & Property Mgmt (2) · Events & Gifts (6) · Other (5).
Sg
Signals & Status 7 tags
Replied (161, verified) · Textable (201, SMS opt-in) · Status - Owner / Renter / Palisades Fire · Role - Employee / Entity.
Op
Ops 21 tags · workflow
Action - Delete / Suppress Email / Do Not Text / Needs Phone / Needs Email / Needs Address / Needs Name (skip-trace & hygiene queues) · Review - MMM / Client / Compass / Entity Replied / Shared Email · Network - Connector · Farm - Expired July 2026 · six Imported {date} batch stamps.
Cleanup QueueOff-pattern and duplicate tags to merge at the Oct 2026 scrub
TagCountMerge into
NB - Downtown LA4NB - Downtown Los Angeles (11)
nb-Beverly Hills1NB - Beverly Hills (48)
NB - Bel Air4NB - Bel Air-Holmby Hills (1,240)
oh-49 Brooks1OH - 49 Brooks (3)
Agent1Agents - Outside
developer1Investor
DO NOT EMAIL2Keep — suppression is never removed; mirror into Action - Suppress Email
Platform Employee38Role - Employee — confirm before merging
Unlicensed Team Member2Role - Employee — confirm before merging
Imported 7/17 · 7/23 · 7/27 · 7/28 · 7/29 · 7/302,139Batch stamps — retire once each batch is tiered
New Contact Entry Standard30 seconds at entry saves a 28k-row cleanup later
1
Every new contact gets three tags minimumA Lead source (where they came from) · a Geo or NB (where they are) · client type if known. Tier gets assigned at the next scrub.
2
FormattingNames in proper case · phones (XXX) XXX-XXXX · emails lowercase · full address whenever possible (addresses drive the NB farm tags).
3
Only Michael creates tagsAnyone applies tags; one person owns the taxonomy. No new tag without a Family - Value pattern, and check Settings → Tags for the exact string before any import — a CSV silently creates every tag it doesn't match. That's how 469 tags became 118 — keep it that way.
4
Suppression is permanentAction - Suppress Email and DO NOT EMAIL are never overridden unless the contact re-opts-in in writing.
Operating RhythmWho does what, when
CadenceActionOwner
Daily5–10 calls from the Tier 1 queue; log every touch in CompassMichael + Ania
MondayPull replies/opens → tag Replied, promote tiers, build the week's call queueClaude
MonthlyTier 2 personal touch · Tier 3 nurture email · Tier 4 neighborhood report (Compass)Claude drafts · M+A approve · Compass sends
QuarterlyFull re-scrub from a fresh export: dedupe, re-tier, prune dormants, work the cleanup queue, refresh this SOP + dashboard (next: Oct 2026)Claude