Calls routed to roles, not people: rebuilding a multi-state cash home buyer's phone system
A US cash home buying company operating across several states gave each state number to one owner, and that stopped working once the team grew. We reviewed every line and rebuilt the routing in GoHighLevel around roles: ring groups, IVR menus, direct lines and voicemail. Routing is configured; the menus go live once the scripts are recorded. No performance figures yet.
- Every line reviewed
- Ring group
- IVR menu
- Right role
Snapshot
- Client type
- Cash home buying and wholesaling company
- Country
- United States, operating across several states
- Industry
- Real estate: cash home buying and wholesaling
- System
- AI Automations (phone system configuration)
- Use cases
- Call routing & IVR · AI receptionist & call handling (proposed screener)
- Stack
- GoHighLevel phone system · ElevenLabs for voice prompts
- Timeline
- Part of an ongoing tech agreement from the end of August 2026 · in progress
- Headline numbers
- No performance figures yet · routing configured, IVR awaiting scripts and voice files
What did the client need?
Every call, on every state line, reaching the right role, before any new marketing channel could be switched on.What did we build?
A review of every number the business holds, then new routing for each line, built around who does what.How does it run day to day?
A person rings first, a short menu catches the rest, and every route ends with someone who can help or a voicemail.
What did the client need?
The original setup gave each state number to one owner. That stopped fitting once the team grew to include lead managers, home buying specialists, cold callers and a disposition manager. Sellers calling a state line could reach the wrong person or nobody at all.
The founder made this the top priority, ahead of SEO, for a practical reason. New marketing channels come with their own tracking numbers, and none of them could be switched on until calls were routed properly.
What did we build?
We went through every line: the main company line, the owner's line, a company line and a home team line for each state, the cold calling lines and the direct lines. Each one was given a clear job and a route.
| Line | Route |
|---|---|
| Main company line | Rings the lead managers first for 10 to 20 seconds. If no one answers, an IVR menu offers: 1 lead managers, 2 home buying team, 3 voicemail, 4 disposition manager, 5 owners. |
| Home buying team line | An IVR menu: 1 and 2 reach each home buying specialist, 3 reaches the manager. Unanswered calls go to voicemail. |
| Home buying specialists' direct lines | Ring the specialist directly, with standard voicemail |
| Lead manager line | Rings the head lead manager first, then the second lead manager |
| State company and home team lines | Route through the IVR, with lines added or phased out as the company's states change |
| Cold calling lines | Callbacks ring the cold callers |
- A checklist of every line that needs a script. We listed each line category that needs a greeting or menu prompt.
- Scripts written by the team. An operations team member writes a generic script for each category from that checklist.
- Voice files from ElevenLabs, or typed text-to-speech in GoHighLevel. Home buying specialists can record their own greetings for their direct lines.
How does it run day to day?
Main line ─► lead managers ring 10–20 s ─► no answer ─► IVR menu (1–5) ─► role or voicemail Home buying line ─► IVR menu ─► specialist or manager ─► voicemail Direct line ─► specialist ─► voicemail
- Most sellers reach a human straight away. The main line rings the lead managers before the menu plays.
- Routes follow roles, not names. When people join or leave, the route stays the same and only the ring group changes.
- Two further requests are queued. A do-not-call menu option, so a caller can ask to be removed from the call lists, is planned. An AI call screener, to block spam and scam callers who had scraped numbers from the websites, is proposed and not built.
What were the results?
There are no performance figures yet. Since the work began at the end of August 2026, every line has been reviewed and the new routing is configured for the main, home buying, direct, lead manager and state lines. The IVR menus go live once the team's scripts and voice files are recorded. A do-not-call option is planned and an AI call screener is proposed.
| Part | Status |
|---|---|
| Review of every line | Done |
| Routing for the main, home buying, direct, lead manager and state lines | Done (configured) |
| IVR scripts and voice files | Waiting on the team's scripts and voice files |
| Do-not-call IVR option | Planned |
| AI call screener | Proposed |
- Options on the main line's menuConfigured
- 10–20 sLead managers ring before the menu playsConfigured
- Every lineReviewed and given one jobDone
What did we learn, and what are the limits?
- Route to roles, not people. One owner per state number broke as soon as the team grew. Routing by role holds up as people join and leave.
- Ring a person first, then offer a menu. Most callers reach a human before they hear a single option.
- Fix routing before switching on new channels. Tracking numbers for new marketing channels are only worth having once every call lands with the right person.
- Keep a checklist of every line and its script. It turns the voice prompts into a clear task for the team rather than a loose end.