Using Sierra Tools to Improve Lead Conversion
Learn how to use Sierra’s lead management and automation tools together to improve response time, increase contact rates, and convert more leads.
Why Lead Conversion Requires a System
Leads rarely convert because of a single interaction. Conversion typically happens through a combination of fast response time, consistent follow-up, and effective prioritization.
Without a structured process, even high-quality leads can be missed, delayed, or forgotten. Teams that rely on memory or inconsistent habits often struggle to maintain the speed and persistence needed to convert opportunities into clients.
Sierra Interactive provides several features designed to support a repeatable and scalable conversion workflow, including:
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Action Plans
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Lead Statuses
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Smart Filters
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Automations
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Lead Routing Rules
When these tools are aligned, teams can respond faster, maintain consistent communication, and focus their time on leads most likely to convert.
Successful conversion strategies consistently rely on four core principles. Sierra’s tools are designed to support each of these pillars across your lead management workflow.
Table of Contents
The Four Pillars of Lead Conversion
Speed
Faster response times significantly increase contact and engagement rates. Many leads engage with multiple agents, and early response often determines who earns the conversation.
Consistency
Most leads do not respond to the first outreach attempt. Ongoing, structured follow-up dramatically improves conversion outcomes.
Context
Leads from different sources behave differently. A high-intent paid lead typically requires faster and more persistent outreach than a long-term nurture lead from organic traffic.
Structure
Systems outperform memory. Automated workflows and clearly defined processes ensure leads receive consistent follow-up regardless of workload or team size.
The Sierra Conversion Workflow
Sierra’s features are most effective when used together as part of a structured workflow. The following process outlines how each tool supports different stages of lead conversion.
Step 1: Get Leads to the Right Person Quickly
Lead Routing ensures new opportunities are assigned to the most appropriate team member as quickly as possible. Delays in assignment often result in slower response times and lower contact rates.
Best Practices
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Route leads based on availability, location, or specialization
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Avoid manual reassignment whenever possible
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Review routing rules regularly as team roles or coverage areas change
Efficient routing shortens response time and helps ensure leads receive immediate attention.
Step 2: Respond Immediately and Start Consistent Follow-Up
Automations trigger actions based on timing or lead behavior, ensuring new leads receive prompt engagement even when agents are unavailable.
Best Practices
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Automate immediate outreach for new leads
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Use behavior-based triggers such as saved searches or listing activity
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Balance automation with personal outreach to maintain authenticity
Automations help teams maintain momentum and eliminate delays during initial contact.
Action Plans create structured, multi-touch follow-up schedules that ensure leads are contacted consistently over time.
Best Practices
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Assign Action Plans immediately upon lead creation
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Use multi-channel outreach, including calls, texts, and emails
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Adjust follow-up cadence based on lead intent and engagement level
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Continue follow-up beyond the initial contact period
Action Plans reduce reliance on manual reminders and significantly improve follow-up consistency.
Step 3: Track and Adjust Lead Engagement
Lead Statuses provide visibility into where each lead is within the conversion journey. Accurate status tracking helps teams measure performance, improve reporting accuracy, and prioritize follow-up effectively.
Best Practices
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Update lead statuses after meaningful interactions
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Use statuses to distinguish between new, active, nurtured, and long-term opportunities
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Avoid leaving leads in default or unclear status categories
Consistent status updates help teams make data-driven decisions and improve long-term conversion tracking.
Step 4: Prioritize Daily Follow-Up
Smart Filters help agents focus on leads that require attention each day. Rather than manually searching for follow-up opportunities, filters automatically surface leads based on activity, timing, or engagement signals.
Examples of High-Impact Filters
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New leads received within the last 24 hours
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Leads with recent website or listing activity
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Leads without recent contact attempts
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Leads that have remained in the same status for extended periods
Smart Filters help teams shift from reactive follow-up to proactive lead management.
Adjusting Strategy Based on Lead Source
While the overall workflow remains consistent, follow-up intensity, response expectations, and conversion timelines vary significantly based on lead source. Understanding these differences helps teams apply the right level of urgency and persistence.
The following benchmarks represent industry averages and directional expectations. Actual results may vary depending on response quality, local market conditions, and follow-up consistency.
Google PPC (High Intent)
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Typical response window: Within 5 minutes
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Average contact attempts before response: 6–10
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Conversion window: 30–60 days
Recommended Strategy: Prioritize immediate response combined with persistent early follow-up.
Organic Website Traffic
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Typical response window: Within 15 minutes
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Average contact attempts: 8–12
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Conversion window: 30–90 days
Recommended Strategy: Provide value-driven communication and long-term nurture.
Direct Website Traffic
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Typical response window: Within 10–15 minutes
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Average contact attempts: 7–10
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Conversion window: 60–120 days
Recommended Strategy: Maintain consistent follow-up while monitoring ongoing search activity.
Social Media Leads
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Typical response window: Within 5–10 minutes
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Average contact attempts: 10–15
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Conversion window: 180+ days
Recommended Strategy: Focus on education, relationship building, and trust development over time.
Paid Lead Generation Platforms (High Intent)
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Typical response window: Within 5 minutes
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Average contact attempts: 10–15+
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Conversion window: 1–60 days
Recommended Strategy: Use structured Action Plans with aggressive early outreach.
Daily Conversion Habits for High-Performing Teams
Teams that consistently convert leads typically build these habits into their daily workflow:
| Respond to new leads as quickly as possible |
| Apply Action Plans to ensure consistent follow-up |
| Update Lead Statuses after meaningful interactions |
| Review Smart Filters daily to identify priority follow-up |
| Regularly audit Automations and Routing Rules |
| Expect multiple contact attempts before engagement |
| Adjust follow-up strategies based on lead source intent |
Troubleshooting & Common Questions
Troubleshooting Common Issues
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“I’m responding quickly but not converting”
Speed alone isn’t enough. Review follow-up consistency and number of attempts. -
“My team forgets to follow up”
Ensure Action Plans are applied automatically and Smart Filters are used daily. -
“Leads feel unresponsive”
Many leads convert weeks or months later. Long-term nurture matters. -
“We’re overwhelmed by lead volume”
Review routing rules and prioritize leads based on intent and activity.
FAQs
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How many times should I try to contact a lead?
Industry benchmarks suggest 8–15 attempts over time, depending on the source. -
Is automation enough to convert leads?
Automation supports conversion, but personal outreach is still essential. -
Do all leads convert at the same speed?
No. Conversion timelines vary widely by source and buyer readiness. -
Where should I focus first?
Start with response speed, then consistency, then prioritization.