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Every broker knows they have to honour an opt-out. Very few have a system where honouring one on a phone call actually stops the email sequence, and that gap is where the demand letters come from.
One list, read by everything
- A single suppression table keyed on phone and email, owned by nobody’s individual tool.
- Every outbound system — dialler, SMS, email, sequences — checks it immediately before sending, not on import.
- Writes come from anywhere: a rep on a call, an inbound STOP, an email unsubscribe, a support message.
- Entries are permanent and survive CRM migrations, which is the moment they are most often lost.
Revocation is not a keyword
| What the merchant says | Is it a revocation? |
|---|---|
| "STOP" by text | Yes, and automatically actioned |
| "Take me off your list" on a call | Yes |
| "Stop emailing me" in a reply | Yes, on every channel |
| "I am not interested right now" | No — but log it and respect the cadence |
| "Do not call me again" | Yes, permanently |
A revocation made in any reasonable way, on any channel, applies to all of them. Reps need a one-click way to record it, because a process that requires them to update four systems is a process that will be skipped on a busy afternoon.
Test it like a system, not a policy
Put your own number through the flow. Opt out on a call, then check whether the SMS sequence, the email cadence and the dialler all stop. Most floors that run this test once discover at least one channel that did not, and it is invariably a channel somebody assumed was covered.
Questions brokers ask
How should a broker handle a do-not-call request?
Record it immediately in one suppression list that every outbound tool reads before sending, and treat it as covering all channels regardless of which one it arrived on. Reps need a one-click way to do it or it will not happen.
Does a text opt-out stop email too?
It should. A merchant asking to be left alone has revoked in any reasonable reading, and a system that treats channels separately will eventually send the message that becomes a claim.
Why do opt-outs fail to propagate?
Almost always architecture. The CRM holds a flag, the SMS platform reads its own table, and the sequence checked its audience when it was built rather than at the moment of sending.
Should suppression be checked at import or at send?
At send, every time. Filtering an audience when a sequence is built leaves the entire gap between enrolment and delivery unprotected.
How do you know your suppression actually works?
Test it with your own number. Opt out on a call, then check whether the SMS, email and dialler all stop. Most floors that run this find at least one channel that did not.
Alex Makowski
Founder, Infinite Bookings
Runs the lead generation operation behind Infinite Bookings — paid traffic, the funding application, and the delivery pipeline that puts records into brokers’ CRMs.
Reachable directly at alex@infinitebookings.com or 732-609-7182.