How to Use Buyer Lead Workflow to Convert More Buyers?

Quick Summary

Sierra’s Buyer Lead Workflow is a powerful, out-of-the-box automation that guides your buyer leads from first contact all the way to closing. It uses smart tagging, fully automated action plans (FAAPs), and filters to keep leads warm and moving forward, with minimal manual work from you. By setting it up properly, you can follow up with buyers for up to 330 days and focus your time on the ones ready to buy now.

Why This Matters

Without a clear system, it is easy for buyer leads to slip through the cracks. Busy teams often struggle to consistently follow up or track which buyers are hot versus just browsing. Sierra’s Buyer Lead Workflow solves this by:

• Automatically enrolling new leads into a long-term follow-up plan that adjusts based on their responses.
  
  
• Using smart tags and statuses to know exactly who needs a personal touch versus who is still nurturing.
  
  
• Giving you clear tasks, so you always know the next best step.
  
  

For example, a team in Charlotte uses this to capture every website registration and start a series of emails and texts that gather price range and timeline. If a lead replies that they are "just browsing," the system tags them and moves them into a lighter nurture plan without dropping them altogether. This keeps buyers engaged for months and lets agents step in at the perfect moment.

Step-by-Step Instructions

1. Make Sure Your Pre-Launch Settings Are Ready

Check Your Lead Routing Rules

• Go to the Gear Icon > Lead Routing Rules.
  
  
• Ensure new leads are automatically tagged with Buyer and [New] Buyer Lead Workflow.
  
  
• This tag combination triggers the entire system.
  
  

Review Your Custom Labels

• Navigate to Gear Icon > Manage Lead Sources.
  
  
• Make sure your Custom Labels are clear and match what buyers would expect to see in emails. Without these, emails may show odd lead source names.
  
  

Review Your Auto-Responders

• Head to Gear Icon > Auto Responders.
  
  
• Adjust your initial responses so new leads feel welcomed and know what to expect.

2. How Leads Enter the Workflow

• A lead submits a form on your website or is manually added by you.
  
  
• The system tags them with Buyer and [New] Buyer Lead Workflow and enrolls them in their first FAAP (like the Buyer - General Registration plan).
  
  

Example

If you import a list or manually add a lead, remember to apply the Buyer and [New] Buyer Lead Workflow tags and assign the Buyer - General Registration FAAP to kick off automation.

3. What to Do When a Lead Replies

• Sierra automatically:
  
  
  • Creates a task prompting you to tag the lead based on their reply.
    
    
  • Leaves a note in the lead’s details with guidance on what to do.
    
    
  • Updates the lead’s status if needed.

Example

If a lead says, "We are looking to buy around $450,000 in the next few months," tag them with [Response: Price Met] and [Response: Timeline Met]. This automatically moves them into a follow-up plan that focuses on finding out their preferred location.

4. Handling Different Types of Replies

If the Lead is "Just Looking"

• Tag them [Response: Just Looking].
  
  
• The system automatically restarts a lighter FAAP designed for leads still browsing.
  
  

If Their Reply Does Not Fit LPMAMA

• Tag it [Response: General Communication].
  
  
• Reply to keep the conversation going and restart the workflow.
  
  

If They Never Respond

• Sierra’s automation applies No Response tags and shifts them into long-term nurture plans that can last up to 330 days, sending periodic follow-ups to stay top of mind.

Best Practices

• Tag quickly. The right tags drive the entire workflow. Check your Sierra Inbox daily to see new messages, tag them appropriately, and complete tasks.
  
  
• Use Smart Filters. Filters like BUY - THIS YEAR or Active 1 help you find the hottest leads quickly.
  
  
• Stay organized. Archive conversations after handling them to keep your dashboard clean.
  
  
• Set up E-Alerts and Market Updates. This keeps buyers returning to your site. For step-by-step help, see Setting up E-Alerts and Market Updates.

Examples From Other Teams

• A broker in Denver uses Smart Filters daily to pull up all leads tagged BUY - 90 DAYS, making it easy to prioritize personal calls to buyers most likely to transact soon.
  
  
• A team in Atlanta sets aside 15 minutes each morning to tag new replies. By doing this daily, they keep leads moving forward without big end-of-week catch-ups.

How This Helps Your Business

This workflow turns Sierra from just a CRM into a lead conversion machine. It keeps buyers engaged for nearly a year, reducing the risk of leads going cold. It also frees up your team to focus on the most motivated clients, helping you convert more buyers, generate organic referrals, and save hours each week on manual follow-up.

Troubleshooting Common Issues

Issue	What to Check
Leads are not moving through the workflow.	Make sure they have both the Buyer and [New] Buyer Lead Workflow tags. Without these, the workflow will not start.
Emails show odd lead sources.	Set up clear Custom Labels under Manage Lead Sources.
A lead should stop receiving these automations.	Apply the Remove from [New] Buyer Lead Workflow tag. This halts all related workflows.

FAQs

Q: Can I use this for seller leads?
A: No. This workflow is designed specifically for buyers. For sellers, use Market Updates and your own custom campaigns.

Q: Can I customize these automations?
A: While this workflow comes pre-built, you can still run your own custom action plans alongside it.

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