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Sierra Interactive Third-Party Integrations Guide

Access and manage API, mass email, and lead generation integrations to streamline your lead flow and save time.

Connecting all the different tools you use to run your business can be a major headache. When your lead sources aren't synced with your CRM, you risk letting potential clients fall through the cracks and waste valuable time on manual data entry. Sierra Interactive’s Integrations Manager solves this by bringing all your third-party services into one central hub.

Table of Contents

  1. Why This Feature Matters

  2. How to Set Up Your Integrations

  3. Understanding the Integration Categories

  4. Best Practices for a Seamless Workflow

  5. Troubleshooting Common Issues & FAQ

Why This Feature Matters

 Juggling leads from different sources like your website, ad platforms, and other CRMs is inefficient and risky. Without a central system, it’s easy to lose track of new leads or respond too slowly, which can cost you deals.

The Integrations Manager acts as a command center for all your lead sources. By connecting your favorite third-party tools directly to Sierra, you ensure every lead is captured, routed, and ready for follow-up automatically. This saves you administrative time and helps you convert more leads, faster.

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How to Set Up Your Integrations

Getting started is simple. Here’s how you can access the manager and grant permission to your team.

1. Access the Integrations Manager

First, head to your Sierra Admin dashboard.

  • Click the gear icon in the top navigation menu.
  • From the dropdown, select Integrations.

2. Grant Access to Your Team

You can give manager-level users permission to manage integrations.

  • Navigate to the user’s profile you wish to grant access to.
  • Find the Permissions section and toggle “Can access Integrations Manager / enable integrations” to the “Yes” position.

3. Find and Activate an Integration

  • In the Integrations Manager, use the Search Integrations bar to find a specific tool, like Zillow or Google Ads.
  • You can also filter the view by category: All, Direct API, Mass Email, or Email-to-Lead.
  • Click on any integration to view its setup instructions and activate it.

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Understanding the Integration Categories

Your tools connect to Sierra in a few different ways. Here’s a quick breakdown.

Direct API Integrations

These offer the most powerful, real-time connection. An API sync allows for a two-way data exchange, meaning information flows seamlessly between Sierra and the other platform.

  • Examples: Zillow, Realtor.com, Follow Up Boss, Zapier.

Mass Email Integrations

These are specifically for routing platform-wide emails through trusted services to ensure high deliverability for things like market reports or newsletters.

  • Examples: SendGrid

Email-to-Lead Integrations (Email Parsers)

Support for Email-to-Lead integrations have been deprecated. Email-to-Lead integrations are presented as is. 

This is a clever way to capture leads from any service that sends you an email notification. You generate a unique Sierra email address and tell the service to send new lead alerts there. Sierra reads the email, pulls out the contact details, and automatically creates a new lead for you.

  • Examples: BoldLeads, BoomTown!, Ylopo, and over 90 others.

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Best Practices for a Seamless Workflow

  • Automate Your Follow-Up: Once you connect a new lead source, immediately build a lead routing rule for it. This ensures new leads are instantly assigned to an agent and added to a relevant action plan, so no lead ever sits idle.
  • Keep Your Data Clean: Periodically review your lead sources in the Manage Lead Sources settings. If you stop using a service, deactivate its integration to keep your reporting and filters clean and accurate.
  • Use Forwarding for All-in-One Inboxes: If a lead source doesn’t let you add a second notification email (your new parser address), just set up a forwarding rule in your own email client (like Gmail or Outlook). This automatically sends a copy of the lead notification to Sierra without any extra work.

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Troubleshooting Common Issues

Issue: My new leads aren’t showing up in Sierra.

  • Fix: Double-check that the integration is authorized and marked as active in the Integrations Manager. Then, verify the corresponding source is also active in Manage Lead Sources.

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Frequently Asked Questions

How do I route leads from a newly connected integration?

Once an integration is active, it automatically becomes a selectable option in your Lead Routing rules. Just create a new rule and choose the integration name from the source list.

Do integrations work if I only use the Sierra CRM without the website?

Yes. Direct API and email-to-lead integrations are tied to the CRM, not the website. They will function perfectly even if you use a different provider for your front-end site.

Can I connect multiple integrations at the same time?

Absolutely. There is no limit. You can connect and manage as many services as you need simultaneously through the Integrations Manager.

All of our integrations are account level, and you can only have each integration setup once. 

I don’t see my service listed. What should I do?

Please email our team at support@sierrainteractive.com to submit a request or to discuss custom options.

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