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Buyer Lead Workflow: Getting Started and Managing Your Leads

Automate buyer follow-up from first contact to close

 

⚠️ The Buyer Lead Workflow is only available for accounts with the Dialer enabled.

Need help completing Dialer setup? Visit Activate and Manage the Sierra Dialer for Your Account

Need the Dialer added? Submit a Support ticket to request an upgrade.

Quick Summary

Sierra’s Buyer Lead Workflow is an out-of-the-box automation that guides buyer leads from first contact to closing. It uses smart tagging, Fully Automated Action Plans (FAAPs), and filters to keep leads engaged and moving forward with minimal manual effort. By setting it up correctly, you can follow up with buyers for up to 330 days, focus on the most motivated leads, and ensure no opportunities slip through the cracks.

This workflow starts automatically once a lead is tagged correctly, and automations move the lead through the pipeline. Agents can pause the workflow for a lead if they want to take over communication by using the Remove from Buyer Lead Workflow tag, and it can be reactivated by applying the appropriate tag.

Table of Contents

  1. Understanding LPMAMA Criteria

  2. Step-by-Step Instructions

    1. Confirm the Workflow Is Added

    2. Pre-Launch Checks

    3. How Leads Enter and Start the Workflow

    4. Handling Lead Responses

  3. Best Practices

  4. Troubleshooting Common Issues

  5. FAQs

Why This Matters

A structured follow-up system ensures consistency and efficiency in lead management. Without it, busy teams may struggle to prioritize hot leads and maintain engagement with browsing buyers. The Buyer Lead Workflow keeps leads organized, automates follow-up, and provides clear guidance on the next steps.

Proper setup is critical: if lead routing, tagging, or FAAP assets aren’t correctly configured, the workflow won’t run as intended.

LPMAMA Criteria: The Foundation of the Workflow

Before diving into setup, it’s important to understand LPMAMA, which drives how leads move through the workflow:

  • L – Location
  • P – Price
  • M – Mortgage
  • A – Availability/Timeline (When they want to buy)
  • M/A – Additional criteria you may track

How LPMAMA influences the workflow:

  • Each lead’s responses are evaluated against LPMAMA criteria to determine which FAAP tasks should trigger next.
  • Leads meeting multiple criteria automatically move into targeted follow-ups.
  • Partial responses trigger tasks to gather missing information, keeping the lead engaged without manual tracking.

Understanding LPMAMA upfront helps teams accurately tag leads, interpret automated tasks, and maintain proper engagement throughout the pipeline.

Step-by-Step Instructions

⚠️ Only Primary or Manager-level users can request the Buyer Lead Workflow.

1. Confirm the Workflow Is Added

  • Under the Partners icon in the top-right of your CRM, if you see the Sierra logo then you should have the Buyer Lead Workflow.
  • To double-check, go to Leads > Action Plans and look for assets tagged with Sierra. These indicate the workflow is available.
  • If it is not yet available, submit a Support Ticket to request it.

2. Pre-Launch Checks

Before leads start flowing, verify the following to ensure everything functions properly:

  1. Lead Routing Rules: Go to Leads > Lead Routing Rules. Confirm new leads are routed correctly and automatically tagged with Buyer and [New] Buyer Lead Workflow.
  2. Custom Labels: Go to Gear Icon > Manage Lead Sources. Ensure labels match buyer expectations to prevent confusing email sources.
  3. Auto-Responders: Go to Gear Icon > Auto Responders. Adjust initial responses to welcome new leads and set expectations.
  4. Distribution Settings: Set up who is in the distribution for Google PPC and Facebook campaigns.
  5. Existing Leads: For any leads already in the system, manually apply the Buyer Lead Workflow tag and select the FAAP to start them in.
  6. FAAP Customization: Managers can edit message verbiage, but cannot alter timing or message type. We don’t recommend updating FAAPs because platform updates may remove customizations.

These pre-launch checks ensure that the workflow triggers correctly, automations start as intended, and leads are enrolled in the right FAAPs.

NOTE: The workflow needs you to appropriately tag leads to continue moving them through the buyer journey, so make sure that you’re checking your inbox, reviewing tasks, and tagging leads appropriately so the workflow works for you!

3. How Leads Enter and Start the Workflow

The workflow starts when:

  • A lead registers on your site.
  • You manually add a lead in the CRM.
  • A routing rule applies the Buyer and [New] Buyer Lead Workflow tags.

Once these tags are applied:

  • The first FAAP begins automatically.
  • A welcome message is sent.
  • Tasks are created for your team to follow up.
  • A note is created documenting what’s happening and next steps.
  • Update the lead status if needed.

Key Points:

  • The workflow is triggered only after correct tagging.
  • Automations follow the LPMAMA logic to determine which tasks and messages should run.
  • Agents can pause the workflow by adding the Remove from Buyer Lead Workflow tag; to resume, reapply the correct tags.

4. Handling Lead Responses

  • Just Looking: Tag [Response: Just Looking] to move the lead into a lighter nurture plan.
  • Does Not Fit LPMAMA: Tag [Response: General Communication] and restart the FAAP.
  • No Response: Automation applies No Response tags and sends periodic follow-ups (up to 330 days).
  • Agent Takes Over: To pause the workflow, add Remove from Buyer Lead Workflow. To resume, apply the appropriate tag to re-enroll the lead.

What Happens Behind the Scenes

  • Intro messages: Sends an initial email/text to welcome the lead.
  • Tagging: Applies tags like “NEW – Buyer” for tracking.
  • Tasks & reminders: Assigns call or follow-up tasks if no response.
  • Auto-adjustments: Updates tags and status when a lead replies.
  • No response: After FAAP 1, leads shift into a nurture campaign that runs up to 330 days.

Best Practices

  • Tag Quickly: Correct tags drive automation. Check your inbox daily and complete tasks promptly.
  • Use Smart Filters: Filters like BUY – THIS YEAR or Active 1 help identify the hottest leads.
  • Stay Organized: Archive handled conversations to keep your dashboard clean.
  • Leverage E-Alerts & Market Updates: Keep buyers returning to your site. See Setting up E-Alerts and Market Updates for details.
  • Monitor Lead Responses: Stay engaged with lead updates to ensure a personal touch.
  • Update Lead Statuses: Keep statuses accurate for tracking and efficient follow-ups.

Troubleshooting Common Issues

Issue

What to Check

Workflow not moving leads

Ensure leads have Buyer and [New] Buyer Lead Workflow tags.

Emails show odd sources

Verify Custom Labels under Manage Lead Sources.

Stop automation for a lead

Apply Remove from [New] Buyer Lead Workflow tag.

Workflow doesn’t trigger

Confirm FAAPs are assigned and tags applied correctly.

FAQs

  • Can I use this workflow for sellers?
    No, it is designed for buyers. Use Market Updates or your own custom campaigns for sellers.

  • Can I customize the FAAPs?
    Managers can edit message verbiage but cannot change timing or message type. Updates to the platform may remove customizations, so we don’t recommend extensive changes.

  • How do I manually add a lead?
    Apply Buyer and [New] Buyer Lead Workflow tags and assign the appropriate FAAP.

  • Does it cost extra?
    No. It is included with your Sierra platform.

  • How long will it take to add the workflow?
    Usually within one business day. You’ll receive confirmation via email.

  • What if I need to stop the workflow for a lead?
    Tag them with Remove from [New] Buyer Lead Workflow to stop all automated actions.