Follow Up Boss Gravity Forms Integration
Platform: WordPress + Gravity Forms + Follow Up Boss API
Goal: Enable three website forms to push leads directly into Follow Up Boss in real-time — without manual data entry or middleware.
The Challenge
The client used Gravity Forms to capture leads across multiple scenarios (property showing requests, general contact inquiries, home-evaluation/seller leads). Each submission required manual processing: exporting, cleaning, then uploading into Follow Up Boss. This led to delays, duplicate entries, and W-2 level tracking issues.
Our Solution
We built a streamlined integration using Gravity Forms’ Webhooks Add-On and two global WordPress filters/hooks:
Universal Auth Handler: Automatically encodes the Follow Up Boss API key, enabling Basic Auth without per-form code.
Payload Transformer: Detects nested JSON strings (e.g., person, property) in webhook feeds, decodes them, injects dynamic data (emails, phones, tags), then reconstructs valid nested JSON before sending to the /v1/events endpoint.
GUI-Driven Setup: Each form was configured in the Gravity Forms Webhooks UI. Field mappings cover source, type, message, person, property, email, phone, and tags. No PHP per form needed.
Key Features
One plugin/framework supports all forms (Showing Request, Contact Us, Home Evaluation).
Tagging is dynamic — forms specify comma-separated tags which the transformer converts into arrays inside person.tags.
Property details are captured when relevant (home evaluation) and populated into the property object for Follow Up Boss.
Contacts are automatically created or updated in Follow Up Boss, and events (e.g., “General Inquiry”, “Seller Inquiry”) get logged on the contact’s timeline.
Results
Lead processing time dropped from hours to seconds — submissions now appear in Follow Up Boss almost instantly.
Manual data-entry errors eliminated, ensuring cleaner CRM data.
The architecture is reusable: the integration framework is now a tool we can deploy for future clients.
The client’s sales team gains real-time visibility and can route leads to specific agents (optional customisation) without additional manual steps.
