Gravity Forms and Follow Up Boss Integration for Lead Capture

If you’re running a real estate team or handling your own lead flow, you already know the golden rule: speed to lead is everything.

A lead that sits in your inbox while you’re at a showing is often a missed chance. The goal is to move that person from your website into your CRM right away so your follow-up can fire automatically.

That’s where FUB integrations start to matter. Many WordPress users rely on Gravity Forms for home-value requests and showing appointments, and Follow Up Boss is where the real work happens. Connecting the two means the moment someone taps “Submit,” your follow-up is already on the way.

Why Integrate Gravity Forms with Follow Up Boss?

Connecting your Gravity forms directly to your Follow Up Boss CRM does a lot more than just save you a few minutes of copy-pasting data.

Instant Lead Routing

Speed is the big win here. With a direct connection in place, the lead shows up in Follow Up Boss almost as soon as they hit “submit.” That quick handoff kicks your action plans into gear right away—whether that’s a buyer auto-reply or routing the lead to whoever’s next up.

Better Data Accuracy

Typing things in by hand always leaves room for mistakes. One wrong number or a missed letter in an email can turn a good lead into a dead end. An automated setup avoids that since the info goes in exactly as the client entered it.

Enhanced Tracking and Workflow

You can collect more than a name and email. It’s easy to bring in the page they were on, set a source value, or even tag leads based on how they answer certain questions. If someone says they’re planning to sell soon, you can tag them as a hot lead and let the right follow-up start on its own.

Main Methods to Connect Gravity Forms to Follow Up Boss

The “right” option depends on how comfortable you are with the tech and how many tools you want in the mix.

Zapier (The Most Popular Choice)

A lot of agents prefer Zapier since it’s straightforward to set up. It sits in the middle and moves data from one app to another without any coding. You simply tell it, “When this form is submitted, send the details to Follow Up Boss.” It’s flexible and dependable, though more advanced, multi-step automations usually require a paid Zapier plan.

Email Parsing (The Built-In Backup)

Follow Up Boss gives every account a unique lead-routing email address. Gravity Forms can send its notifications to that address, and FUB will read the email and turn it into a contact. It’s free and already included, but it’s not as sturdy as an API connection—changes in your email layout can break the parsing.

Webhooks or Direct API (For Power Users)

If you want something fast and lightweight, sending the data straight from your site to the Follow Up Boss API is the cleanest approach. The form details go right into FUB without passing through Zapier. It cuts out an extra service and avoids any third-party fees, but it does take someone who’s comfortable setting up the technical pieces.

Step-by-Step Guide: Gravity Forms & Follow Up Boss Integration

Most teams use Zapier for this, and the setup is pretty quick. All you need for the setup is a Zapier account and access to your WordPress site.

1. Set your trigger - In Zapier, pick Gravity Forms as the app that starts the workflow and set it to fire whenever a form is submitted. Then, inside WordPress, switch on the Zapier add-on for Gravity Forms. Once it is on, choose the form Zapier should track, like your contact form or your property inquiry form.

2. Choose your action - Search for Follow Up Boss and select what you want it to do with the submission. Most people go with New Inquiry because it logs the activity as a fresh lead and kicks off any action plans you already have set up.

3. Map your fields - Zapier will then show you the fields inside Follow Up Boss — name, email, phone, notes, price, and the rest. Match those to the answers coming from your form. Make sure the message or comments box from Gravity Forms gets mapped to the Notes or Background field in FUB so the client’s question stays with the record.

Advanced Method: Using Gravity Forms Webhooks

If you are using the Elite license of Gravity Forms, you have access to the Webhooks Add-On. This allows your form to "post" data directly to a URL without needing Zapier.

To do this, you will need to consult the Follow Up Boss API documentation to find the correct endpoint URL. In your Gravity Forms settings under "Webhooks," you create a new feed. You will set the "Request URL" to that FUB endpoint and the "Request Method" to POST.

You will also need to configure the "Request Headers" to include your Follow Up Boss API key so the system knows you are authorized to add leads. This method is incredibly fast and reduces latency, but if you aren't comfortable with JSON data formats or API keys, stick to Zapier.

Best Practices: Field Mapping, Tagging, and Source Tracking

Getting the lead into the system is step one. Ensuring the data is actually useful for your agents is step two.

• Always Track the Source: You need to know where your money is coming from. In Gravity Forms, you can use hidden fields to capture UTM parameters or simply hard-code a source name. Map this to the "Source" field in Follow Up Boss. You want to be able to look at your year-end report and see exactly how many closings came from your "Home Valuation" form versus your "General Contact" form.

• Smart Tagging: Don’t treat all leads the same. If you have a dropdown on your form asking "Are you buying or selling?", use that data. Use Gravity Forms as your trigger app in Zapier and set the event to “New Submission.” Make sure the Gravity Forms Zapier Add-On is active on your WordPress site. This small step allows FUB to automatically trigger a "Seller Nurture" action plan instead of a generic "New Lead" plan.

• Custom Fields for Real Estate Data: If your form asks specific questions like "Timeline to move" or "Pre-approval status," don't just dump that into the notes where it gets buried. Create custom fields in Follow Up Boss first, then map the form answers directly to those fields. This allows you to filter your database later—for example, showing you a list of all leads who said they are moving in "1-3 months."

Common Integration Issues with Gravity Forms & Follow Up Boss

Even with the best tools, things can get crossed. Here is how to fix the most common hiccups.

Missing Leads

If a lead doesn't show up, check the chain. First, look at the Gravity Forms "Entries" list in WordPress to ensure the form actually submitted.

If it’s there, check your Zapier history or Webhook log. Usually, the error will tell you exactly what happened—often it’s a connection timeout or a password change that broke the link.

Duplicate Contacts

Follow Up Boss is generally smart enough to merge contacts if the email address matches. However, if a lead uses a different email but the same phone number, you might get a duplicate. Periodically run a duplicate check in your CRM to keep your database clean.

Field Mismatches

If you see data showing up in the wrong place—like a phone number inside the email field—go back to your field mapping settings. It is easy to accidentally click the wrong line item when setting up the connection. Also, ensure you aren't trying to send text (like "As soon as possible") into a date-formatted field, as the CRM will often reject the data entirely.

Frequently Asked Questions

Does Follow Up Boss integrate directly with Gravity Forms without Zapier?

Not in a plug-and-play way. There isn’t a built-in Gravity Forms addon for Follow Up Boss, so you’ll either use something like Zapier or send the form data to the FUB API through the Gravity Forms Webhooks Add-On.

Can I trigger different Follow Up Boss action plans based on form answers?

Yes. The easiest approach is to turn key answers into tags in Follow Up Boss. Once those tags are applied, you can set automations in FUB to start the right action plan — for example, creating the “Seller” tag and letting that kick off the Seller plan.

Is the Gravity Forms Webhooks Add-On free?

Gravity Forms doesn’t bundle the Webhooks Add-On into all of its plans. It’s normally unlocked at the Elite level. If you’re on a different plan, you’d either upgrade or handle the connection through Zapier instead.

How do I pass the lead source from Gravity Forms to Follow Up Boss?

Put a hidden field in your form and name it “Source.” Set the default text to whatever you want the lead to show as. When you connect the form to Follow Up Boss, match that field to the Source field so it comes through with the submission.

What happens if I update a contact via Gravity Forms that already exists in Follow Up Boss?

If the email matches someone already in Follow Up Boss, the new form entry just gets added to that record. It shows up as a fresh activity or note, and the contact moves back toward the top of your lists.