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Sierra Interactive Glossary 

Your guide to the Sierra Interactive platform. This glossary provides clear definitions of key terms to support all levels of users through onboarding, setup, and daily use.

Table of Contents

  1. 🌐 Sierra Website Terms

  2. 💡CRM & Lead Management Terms

  3. 📢 Voice, Text & Compliance Terms

  4. 🪄 Integration Terms

  5. 📚 Customer Education & Support

  6. 💳 Billing & Packages Terms

🌐 Sierra Website Terms

  • Account Contact Info: The record of the primary account holder's information that can be used to display.
  • Agent Profiles: This is a feature that allows users to add members of their team to the About Page, but these About pages do not need to be tied to a user like Agent Sites.
  • Agent Sites: A dedicated real estate agent website that operates as a subdomain of your main site (e.g., sarah.yourteam.com). Agents have the ability to apply their own tracking codes to their agent site, which allows them to monitor their marketing efforts.
  • Blog: Sierra's built-in blogging feature used to publish market insights, news, and other useful content. By sharing valuable insights, your blog can become a vital tool for your real estate business.
  • Breadcrumbs: A navigational aid that shows a user’s path through the site hierarchy (e.g., Home > Communities > Downtown).
  • Content Labels: A powerful tool for organizing and displaying related links across your site. By grouping related content with labels, you can streamline site navigation, enhance user experience, and save time managing multiple pages.
  • Content Manager: This is a section of the CAA where users can manage and create content pages for their website, determine page order, manage their main navigation, or create new URL structures.
  • Content Pages: Standalone pages on your Sierra website for info like About, Testimonials, or Services. Content pages work best for content with long-term value, as opposed to event based content (eg monthly market reports, client appreciation events)
    • Community Pages: Custom pages built to target specific geographic areas (e.g., neighborhoods, cities) to demonstrate market expertise, authority and build trust. Crucial for traditional SEO and generative AI optimization efforts.
  • Cross Linking: Cross-linking between listing detail pages and community content pages enhances the user journey by providing contextual neighborhood insights directly from property pages.
  • Default City: The primary city your site targets; used to auto-populate certain meta tags and page content.
  • Featured Lender Integration: A section on listing detail pages that displays a preferred lender, including contact info
  • Footer: The bottom of the website that contains secondary navigation, contact info, disclaimers, and social media links.
  • Global Site Settings: Master settings that control site-wide behaviors, including website visitor registration prompts.
  • Header: The top portion of the website (logo, navigation).
  • Hero Image: The large banner image at the top of your Sierra website homepage.
  • IntelliSearch: Sierra’s enhanced search technology that enables users to apply keyword filters (e.g., "pool," "gated community") on top of standard filters to refine saved searches.
  • Listing Detail Page: An individual page with all of the listing specific details, including photos, listing description and other details, including school district information, walk scores and links to similar listings.
  • Meta Tags: SEO components including titles and descriptions that help search engines index your site.
  • MLS Feed Settings: Admin-level controls that allow you to configure how MLS data is displayed on your frontend website(s). Key functions include limiting listing visibility by geography, adjusting the default map view, managing property type filters, setting minimum listing prices, customizing open house display rules, editing meta tags, modifying MLS display names, and more. These settings are accessible only to Primary and Manager-level users and apply on an MLS-by-MLS basis where applicable.
  • Page Components: Modular content blocks added to pages.
    • Agents / Team Members: A team directory section that includes bios, contact info, and photos.
    • Blog Post by Category / Tag: A Dynamic component that surfaces blog posts by label.
    • Contact Details: A contact information block that automatically pulls the information from the Account Contact Information.
    • Contact Form: A form element for users to submit inquiries. Can route leads and trigger automations.
    • Content Area: The main editable body of a page.
    • Links from Content Label: Page component that pulls in links grouped by a content label.
    • Listings from Saved Search (Table Display): A compact table-style format of specific listings.
    • Listings from Saved Search: A page component that displays active listings based on a predefined saved search.
    • Mortgage Calculator: An interactive tool that estimates monthly payments based on user input.
    • Seller Lead Tool: CTA widget prompting homeowners to request a property valuation or consultation.
    • Shared HTML Widget: A reusable custom code block that can be added to multiple pages.
    • Single Video: Embeds a single video asset on the page.
    • Testimonials: A page component that displays client reviews or feedback.
    • Videos Scroller / Grid: A visual gallery of embedded videos.
  • Page Default Photo: This feature, found when editing specific content pages, allows users to control the thumbnail image for either their Blog Post or Content Page. I.E. the image that appears when posting your link on Social Media.
  • Page Settings: Controls that determine how a page behaves and is interpreted by search engines and users.
    • Page Priority: Indicates the importance of a page relative to others for SEO purposes. Higher priority can help guide search engines during site indexing.
    • Robots / Indexing: Allows you to set whether a page should be indexed by search engines or excluded from results (e.g., noindex, nofollow settings).
  • Page Type: Classification setting for content organization (e.g., General, Listings, Agents).
    • Agents / Team: A directory-style layout used to display profiles, photos, and bios of team members or individual agents. Often includes contact info and links to agent-specific pages.
    • General: Used for evergreen, informational content like About pages, Services, Testimonials, or Contact forms. These pages are flexible and can host a variety of content components.
    • Listings / Community: Used for pages that showcase active real estate listings or highlight specific areas (neighborhoods, cities, zip codes). These are often paired with saved search widgets and optimized for SEO.
  • Property Results CTA: A call-to-action block that appears on property results pages, prompting users to register or take action.
  • Saved Search: A search created by a lead or agent to track specific property criteria. Tied directly to Listings from Saved Search, E-Alerts, and Market Updates. Sierra’s IntelliSearch enables the use of keywords to build saved searches.
  • Seller Lead Site: A standalone landing page focused on capturing seller inquiries, offering home valuation estimates. Sierra's seller lead sites support partial seller lead capture.
  • Single Property Site: A standalone landing page designed to market a specific property. Includes photos, details, and lead capture.
  • Site Layout Settings: General style and layout configuration for the Sierra website’s homepage.
  • Site Navigation: The management of website sections and links for users to find what information they need quickly. Well-organized site navigation directly impacts the user experience.
    • Section Manager: The content management tool used to build navigation menus and organize pages.
  • Sitemap: A list of pages on your site that helps search engines index your content and users find pages.
  • Tracking Links: The tracking link feature adds the ability to track, apply routing rules, action plans, drip campaigns and generate leads from content on your site - including individual listings, saved searches and blog content.

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💡 CRM & Lead Management Terms

  • Accountability Dashboard: Helps managers monitor agent activity and ensure timely follow-up.
  • Add Lead: Manual creation of a new lead record in the CRM.
  • Admin Inbox: CRM inbox for managing incoming lead messages (e.g;, website property inquiries, emails, text messages, and phone calls).
  • Agent: Does not have the ability to set permissions within the system that impact other users. Can access permissioned resources.
  • Agent Reporting: Insights into agent performance, lead follow-up rates, and conversion data.
  • Assigned Agent: The user responsible for nurturing and converting the lead (e.g., Buyer and Seller Agent assigned to the lead).
  • Auto-Assign: New leads are automatically assigned to agents in a round-robin format based on the "Leads per Round" values set in the lead routing rule. The assigned agent receives a notification by email and, if enabled, text message.
  • Bulk Actions: Bulk Actions allow Sierra users to perform updates or send communications to multiple leads at once. From the Leads Dashboard, users can select one or more leads to unlock the Bulk Actions dropdown menu. Additionally, Primary Managers can access Bulk Actions History to audit performance.
    • Available Bulk Actions include: Send Email, Send Text Message, Send Voicemail, Add to Call List, Lead Tag, Action Plans, Drip Campaigns, Listing Alerts, Reassign Leads, Assign to Pond, Update Lead Status, Merge Two Leads,
    • Bulk Apply Listing Alerts & Permanently Delete Leads are only available to the Primary Manager.
  • Buyer Role: A user in the system who has been assigned as the Buyer’s Agent to the lead.
  • CAA (Client Admin Area): This encompasses all of the backend tools that a User has access to. I.E. CRM tools, Website Tools, User Management.
  • Catch-All: A fallback rule that assigns new leads when no other routing rule applies.
  • Claim with Timeout: A lead routing distribution type where new leads are offered to eligible agents one at a time. Each agent has a set time (between 5 minutes and 1 hour; default is 5 minutes) to claim the lead. If not claimed, it moves to the next agent in the rule.
  • Collaborator role: An agent-level user who can be assigned to any lead as a Collaborator. This role assignment type is used when an Agent is working with a Sales Coordinator, Virtual Assistant, or an Inside Sales Agent. This allows an individual to assist the Agent in nurturing and engaging their leads.
  • CRM (Customer Relationship Management): The backend system used to manage your leads, communications, workflows, and reporting.
  • Dialer Dashboard: A reporting panel showing call volume, connection rates, and results.
  • Distribution Type: Defines how new leads are assigned (e.g., Auto-Assign, First to Claim).
  • First to Claim: The new lead is simultaneously offered to multiple agents by phone. The first agent to answer and accept the call is assigned the lead.
  • Instant Call with No Delay: A lead routing distribution type where as soon as a matching new lead registers, the Sierra Dialer immediately calls the first agent in rotation. If the agent answers and presses 1, they’re connected with the lead and the lead is assigned to them. If the agent declines or doesn’t respond, the call moves to the next agent. You can configure specific hours for Instant Call to be active.
  • Lead: A person in your system—manually added, imported, or captured from your site—who you intend to engage and convert.
  • Lead Accelerator Smart Filters: Prebuilt smart filters that surface leads based on urgency or intent signals.
  • Lead Criteria: The attributes (e.g., tag, source) used to trigger routing rules.
  • Lead Detail Page: A dedicated page for each lead, showing their contact details, activity, communication history, and assigned workflows.
  • Lead Engage: An AI-powered tool for real estate agents that helps re-engage leads with automated conversations.
  • Lead Export: Export lead data to CSV.
  • Lead Import Wizard: Tool for importing leads via CSV file with mapping and tag assignment options.
  • Lead Ponds: Shared pools of leads accessible by multiple agents, often used by ISAs or teams.
  • Lead Routing Rules: Logic that assigns new leads to agents or lead ponds based on criteria like location, source, or time of day.
  • Lead Statuses: Color-coded labels used to indicate a lead’s position in your sales funnel (e.g., New, Qualify, Active, Closed). Definitions and use of Lead Statuses are defined by clients.
  • Lead Tags: Custom labels used to organize and filter leads (e.g., "Investor," "Past Client," "Hot Buyer"). Lead tags are used as building blocks for various types of automations.
  • Leads Dashboard: Centralized view of all leads in your CRM, sortable by filters, tags, and activity.
  • Lender: Lender users have a similar permission set to that of agents. Lender-level users can be featured in the Featured Lender integration.
  • Manager: Has the ability to set permissions within the system that impact other users, and access most resources.
  • Merge Fields are dynamic data variables within Sierra’s platform that automatically pull in lead, agent, lender, or system information to personalize bulk outreach, Action Plans, and Drip Campaigns. By inserting real-time details, Merge Fields make automated communication feel customized, increasing engagement while saving time.
    • Available Merge Fields:
      • Lead Data: Lead First Name, Lead Last Name, Lead Email, Lead Phone, Lead Password, Lead Secondary Email, Lead Secondary Phone, Lead Street Address, Lead City, Lead State, Lead Zip, Lead Birthday, Lead Home Anniversary, Lead Number of Properties Viewed, Lead Number of Properties Saved, Lead Average Property Price, Lead Number of Site Visits, Lead Last Date Active/Logged In, Lead User ID, Lead Source
      • Agent Data: Agent First Name, Agent Last Name, Agent Phone, Agent Sierra Dialer Phone, Agent Email, Agent Signature, Agent Username
      • Lender Data: Lender First Name, Lender Last Name, Lender Email, Lender Phone, Lender Sierra Dialer Phone, Lender Signature
      • System Data: Office Name, Site Name, Time of Day, Season of Year, Day of Week
      • Special Merge Field: Auto-Login Link – provides leads with direct access to log back into their Sierra account without entering credentials.
  • PPC Reporting: Tile under the gear icon in the CAA that houses Sierra-managed Google Ads performance data. Visible to the Primary Manager only.
  • Primary Manager: The sole responsible party for the account. Has the ability to set permissions within the system that impact other users and access all resources.
  • QR Code Referral: A scannable QR code that leads can use to register, tied to a user for attribution.
  • Reporting: Tools that measure user activity, lead sources, pipeline status, and marketing ROI.
  • Reporting by Lead Source: Tracks which lead sources deliver the most volume or conversions.
  • Reverse Prospecting: View which leads have been most active or matched to a listing to prioritize outreach.
  • Seller Role: A user in the system who has been assigned as the Seller’s Agent to the lead.
  • Sierra Mobile App: Mobile companion to the Sierra CRM for managing leads on the go.
  • Sierra Reporting: Built-in analytics suite that covers lead activity, agent performance, and lead source breakdown.
  • Smart Filters: Custom search filters that let you segment and save specific lead views in your CRM.
  • Task Manager: Dashboard for viewing and completing follow-up tasks (calls, emails, texts).
  • Unknown Number Lead Routing: Routing logic triggered when a new lead calls or texts from an unrecognized number. Can be used for Google Local Services Ads.
  • Users: A user occupies a seat within an account.
  • Your Call or Text, Your Lead: If a new lead responds to a call or text from an agent, that agent becomes the assigned user.
  • Your Listing, Your Lead
    :     Ensures that leads registering via an agent's listing are routed to that listing agent.

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✉️ Communication Tools & Automations Terms

  • Action Plans
  • Automations: Workflow triggers that apply tags, assign action plans, or send messages when lead activity or updates occur.
  • Auto-Created E-Alert: A saved search and matching e-alert automatically created based on a lead’s search behavior.
  • Buyer Lead Workflow: A preconfigured automation path that assigns appropriate action plans and follow-ups for buyer leads.
  • Contact Templates: Saved email, text, or On-Site message templates used in manual messages, action plans, and automations.
  • Drip Campaigns: Email-only campaigns scheduled for specific calendar dates (e.g., birthdays, holidays) or intervals. Used for long-term nurture.
  • E-Alerts: Automated email updates sent to leads when new listings match their saved search criteria. Targeted at buyers.
  • Manual Tasks: CRM reminders for you or your team to take a manual action (e.g., make a call).
  • Market Updates: Email updates for seller leads that show recent activity, such as price changes or homes sold in their area.
  • On-Site Messages: Messages that appear to returning leads on your Sierra website. Used for engagement and call-to-action prompts.

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📢 Voice, Text & Compliance Terms

  • 30007 Error: A message delivery failure code triggered when a text is flagged as spam by mobile carriers.
  • A2P 10DLC: A standard that regulates business text messaging. Requires registration for higher delivery success.
  • Branded Caller ID: A premium feature that uses CNAM (Caller ID Name) via Twilio to display a branded name on outbound calls. Helps increase answer rates. Available only on Twilio-owned U.S.-based numbers and limited to 15-character display names. Can be managed in Dialer Settings.
  • CallRep: A built-in, automated protection system for Sierra Dialer users that reduces the chances of outbound calls being labeled as “Spam Likely” or blocked by major U.S. carriers (AT&T, T-Mobile). CallRep works behind the scenes to improve caller ID display, increase answer rates, and build long-term trust with carriers. No setup or additional cost is required. Applies to all U.S.-based Dialer numbers in your account. Not currently supported for Verizon or Canadian carriers.
  • DDF (Data Distribution Facility): The Canadian version of IDX, managed by CREA. Used to distribute listings across Canada.
  • Dialer Settings: Configuration panel for managing Sierra Dialer behavior. Options include enabling/disabling call recording, allowing users to set up their Dialer, and setting limits for mass texting and mass voicemail drops.
  • EIN (Employer Identification Number): A U.S. IRS-issued number for business identity. Required for US accounts to setup the Sierra Dialer. 
  • IDX (Internet Data Exchange): A system that allows real estate websites to display MLS listings publicly. Sierra uses IDX to power your property search and listing display features.
  • IDX Approval: The formal process of getting permission from your MLS board to display listings on your website. May involve submitting paperwork.
  • IDX Feed / MLS Feed: The specific stream of listings from your MLS board to your Sierra website. Each feed may have its own rules and approval process.
  • MLS (Multiple Listing Service): A regional database of real estate listings shared among real estate professionals. Your MLS membership governs your access to IDX data.
  • Personal Numbers: Dedicated Sierra Dialer numbers tied to individual users. These numbers support personalized calling and texting and are subject to user-level settings and compliance.
  • Role Numbers: Shared Sierra Dialer numbers used across the team. Routing is based on lead assignment rules rather than individual ownership.
  • TCPA: Telephone Consumer Protection Act (TCPA). Sierra helps you stay compliant by automatically including opt-in language on your registration forms and opt-out language in your automated and mass texts
  • Verified Caller ID: A compliance requirement that allows your number to display properly to leads when you call or text.
  • Voice Dialer: Sierra’s built-in tool for making and logging calls to leads.
  • Voicemail Drops: Pre-recorded voicemails delivered directly to a lead's voicemail inbox without ringing their phone. Used to follow up at scale without triggering a live call.

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🪄Integration Terms

  • API Nation: API Nation connects all your real estate tools, automating data flow and empowering you to take full ownership of your data.
  • Calendar Integration: The Sierra Calendar Integration is a new feature that allows you to manage appointments with leads directly from Sierra CRM and sync them automatically with your Google Calendar
  • Facebook Lead Ad: The Facebook Lead Ad integration seamlessly transfers leads from the Facebook CRM into Sierra, eliminating the need for a manual lead export/import.
  • Facebook Pixel: The Meta Pixel (formerly Facebook Pixel) is a snippet of code that you add to your website to track visitor actions, measure the effectiveness of your ad campaigns on Facebook and Instagram, and optimize your ads for better results.
  • Fello: A data-driven marketing automation and consumer engagement platform for real estate and mortgage professionals
  • Google Analytics: Google Analytics is a free web analytics service from Google that tracks and reports on website and mobile app traffic and user behavior, providing insights into audience demographics, acquisition sources, and user engagement.
  • Google Search Console: Google Search Console (GSC) is a free service from Google that helps website owners monitor and maintain their site's presence in Google Search results
  • KW Command: Proprietary platform for the Keller Williams brokerage.
  • Revaluate: Uses a proprietary scoring algorithm to surface likely movers within your database.
  • Ruuster: Ruuster is a white-labeled homebuying management platform and client engagement app for real estate agents and brokerages
  • Sierra API: The Sierra API offers numerous benefits for technical users and third-party partners, helping you streamline your operations and improve efficiency.
  • Zapier: A third-party automation tool that connects Sierra Interactive to thousands of other apps without the need for custom code. Using “Zaps” (automated workflows), users can pass lead data between Sierra and platforms like Google Sheets, Slack, Mailchimp, and more. Common use cases include syncing lead activity, triggering emails, or posting new leads into external CRMs.

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📚Customer Education & Support

  • Ask Me Anything: Weekly drop-in sessions where Sierra clients can ask live questions and get personalized guidance from Sierra product experts. No preset agenda—perfect for real-time troubleshooting, clarification, or strategic advice.

  • Ask Sierra: Sierra’s AI-powered help bar embedded in the CAA, designed to give users immediate, contextual assistance. It draws from Help Center resources and system data to provide real-time support without leaving your workflow.

  • Contact Support: The primary channel for reaching Sierra’s support team. Clients can submit tickets for help with CRM functionality, IDX website issues, MLS data accuracy, and platform troubleshooting. Support covers technical assistance, bug reporting, and guidance on using core Sierra features. Legacy product support is limited. While direct help is not available for custom code or third-party platforms, clients are encouraged to use documentation and submit clear, professional requests for timely and effective resolution.

  • Feature-Based Training: Topic-specific sessions or recordings focused on deep-dives into individual tools or workflows (e.g., Action Plans, E-Alerts, Section Manager). These are structured to support both new users and experienced teams adopting new features.

  • Help Center: Sierra’s searchable knowledge base with step-by-step tutorials, feature documentation, and troubleshooting articles. Available 24/7 and regularly updated to reflect current platform functionality.

  • Live Training: A rotating schedule of Sierra-hosted webinars covering core features, platform updates, and best practices. Sessions include weekly Q&As, onboarding guidance, and lead conversion strategy support. Ideal for hands-on learners and teams looking to stay current.

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💳 Billing & Packages Terms

  • Ace Site Template: A seller-focused design tailored for brokerages that want to showcase brand identity and capture organic seller leads. Includes a compelling home valuation CTA and sections to highlight team accomplishments and career-level sales history.
  • Buyer Campaigns: Ads that target people searching for homes in a defined market within and/or outside of the market.
  • CPL: CPL or Cost Per Lead calculates the number of leads produced, divided by the budget spent at the campaign level. This metric is a pro-forma estimate of potential lead volume NOT a performance indicator.
  • Digital Marketing Services: In-house paid lead generation and nurturing campaign services.
  • Direct Leads: A dynamic catalog based lead generation campaign on Facebook that targets users within a minimum 15-mile radius of a target location within the market.
  • Dynamic Retargeting: A dynamic catalog based lead generation campaign that retargets visitors to your site who did not complete a conversion goal.
    • Minimum site traffic qualifications apply.
  • Essentials Package: A full-service IDX website and CRM package for small to mid-sized teams. Includes multiple MLS feeds, lead routing, content building tools, automations, and all standard Sierra features. Offers a balance between affordability and functionality.
  • Exec Site Template: A high-converting, seller-first template with built-in led-generating CTA features like address capture, instant home valuation, and instant offers. Also supports the buyer experience—offering a sophisticated, brokerage-grade site for teams emphasizing seller lead conversion.
  • Facebook Dynamic Ads for Real Estate: A catalog-based ad format that is populated with the newest listings from MLS feeds maintained by Sierra Interactive. Facebook DARE campaigns learn from user activity on your Sierra site to deliver the most relevant listings.
  • Facebook Single Listing Ads: Ads that promote a specific listing on Facebok located within a 15mi radius for 30 days. Available a la carte and in packages.
  • Google Ads (PPC): Also known as Pay Per Click or PPC ads, these ads target real estate keyword-based searches for both Buyers and Sellers.
  • Growth Package: A comprehensive package for growing teams and brokerages. Includes all Essential features, plus access to premium onboarding and support from the Sierra Connect Team.
  • Management Fees: Based on budget and number of campaigns
    • Google Ads: Management fees are calculated as a percentage of the ad, billed separately.
    • Facebook Ads: Management fees are flat-fee, based on current package, billed seperately.
  • Market My Listings: A custom feed of an agent or office MLS ID. Best for teams of 12 or more listings.
  • Pinnacle Site Template: A premium, dual-purpose template that equally caters to both buyers and sellers. Key features include tools like home valuation, pre-approval, and cash-offer widgets—all embedded in a sleek, portal-style layout inspired by top real estate platforms.
  • PPC Reporting: Live Google Ads reporting dashboard available to the Primary Manager only, accessible within the CAA 4-6 weeks after campaign launch.
  • Pro Site Template: A listing‑centric website optimized for buyer agents. Highlights include a prominent property search CTA, community and neighborhood features, and local market insights. Ideal for teams focusing on attracting motivated buyers and showcasing listings and communities.
  • Facebook Campaign Reporting: Reporting dashboard links provided from campaigns managed within the client's ad account.
  • Search Impression Share: An approximate measurement of the frequency that an ad appears, divided by the number of eligible auctions. Used to estimate market share on Google.
  • Seller Campaigns (Google): Targets people physically in, or frequently within a market, who complete a home evaluation form. Requires the use of a seller lead site.
  • Site Template: A foundational website design package offered by Sierra Interactive that determines both the aesthetic and functional capabilities of your IDX site. These templates guide site layout, CTAs, and core features, aligning with different lead generation focuses—whether you're targeting buyers, sellers, or a combination.
  • Sphere Nurturing: Ads that target a client’s existing database.
  • Split Billing: When billing is divided between parties (e.g., lender and the client).
  • Starter Package: Sierra’s entry-level plan is designed for individual agents or small teams. Includes 1 user, a Pro template IDX website, and access to basic CRM tools with limited search functionality. Comes with 30-day onboarding access and email-only support. Add-ons include Dialer access, additional users, seller lead sites, and single property sites. Does not include discounts, billing delays, or premium onboarding support.
  • User Tiers: Determines your billing level based on the number of active users in your CRM.
  • Website Customization Services: Premium, hourly-based enhancements that extend Sierra's core website templates to better reflect your brand, improve user experience, and boost lead generation and SEO.


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