The podcast discusses an opt-in funnel and sales process used by a building company. Prospects are scored after opting in and the top 20% are pursued. A 3-day follow up process of phone, SMS, and email is used to maintain regular contact. Detailed information is gathered from prospects at each stage to qualify leads. Even leads that are years old are still occasionally converted through targeted prospecting campaigns. While conversion rates have dropped recently due to market conditions, leads from the database still account for millions in annual revenue. An emphasis is placed on regular communication, qualifying prospects, maintaining top-of-mind awareness, and using different channels like SMS to improve response and conversion rates.

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