Sierra Interactive has three different types of followup systems. Traditional action plans, fully automated action plans, and drip campaigns. In this article, we're going to talk more about each type of campaign and the benefits and limitations.
The first type of campaign is a traditional action plan. Traditional action plans are comprised of a few different types of follow up choices. You can have a mixture of email, text message, site message or task inside of a traditional action plan. Now, one thing to keep in mind is a traditional action plan does not shut itself off in the event that a lead responds to the plan. So when using a traditional action plan, you need to keep in mind that, that plan is still on the lead until you, the user, goes in and stops the action plan.
Traditional action plans are super powerful because sometimes you might not want the action plan to immediately shut itself off. One major benefit of using a traditional action plan is that you can use site messages which pop up in front of the lead when the lead returns to your website. This allows you to give instructions for things like how to operate your website or specific loan programs your lender partner has going on. You can get as creative as you want, even to the point of embedding videos directly into the site message which allows you to connect with the lead on a much higher level than other real estate agents in your market.
In addition to site messages, you can also add tasks. The tasks can be a mixture of phone call tasks, email tasks, a task to text someone, or even a task for you to check-in and look at the status of the plan and potentially make changes. One drawback, in addition to not having the ability to stop or pause the plan when a response happens, is the fact that all actions for the plan go out at 9:00 AM in the morning.
Another followup system that Sierra Interactive has is fully automated action plans. Fully automated action plans can be built using three different follow-up activities. One being an email, the next being a text message or lastly a voicemail drop. The major benefit to this type of plan is the ability to choose a specific day and time that you would like the plan to send the steps. Additionally, the specific day can only be relative to when the plan started, so you cannot choose a calendar day such as March 23rd that you would like to send something out. It's specific in the terms of five days from when the plan was started at 9:13 AM, you would like to send a text message.
One part of fully automated action plans that is both positive and negative is the fact that the plan shuts itself off when a lead responds. Sometimes you're sending a couple of messages to a hot lead or a lead that's engaging with you and you don't want each message to stop itself if the lead response. In GGMS, we sometimes a fully automated action plan that tells a lead we just sent them a list of properties and then another followup that tells them to check their spam folder. Therefore, if the lead was to respond back to the first part of that, it would automatically kill the second part. So as you're building these plans, you really need to think about not only what's being sent, but whether or not you would like that specific plan to be killed when a lead responds.
One of the major ways we use fully automated action plans within GGMS Coaching is inbound lead routing. So basically when a new lead comes into the system, being able to put them on a plan that matches where they came from, such as Google or Facebook or Instagram. In that inbound lead routing cycle, all we're looking to do is get the lead to speak to us. Therefore, if the plan shuts itself off, that's okay because the objective of that plan was to get a response.
The last type of follow up campaign that Sierra Interactive has is drip campaigns. Drip campaigns serve their own unique purpose within the system. Drip campaigns are only email-based but allow you the ability to choose a specific date. They also allow you to make the plan a reoccurring plan on a yearly basis that can restart itself. Being able to choose a specific date is awesome when it comes to things like a purchase anniversary, birthday, or even holidays. In addition to having control over the exact date in which something is sent, you also get the ability to choose basic yes and no logic based on a few different choices. Such as, does the lead currently have a saved search? Has the lead returned to the site recently?
Another interesting part of drip campaigns is the fact that the campaign can pause itself if a lead responds. Therefore, if you have a plan that's going and the lead responds to that specific drip campaign email it can automatically pause the plan. This allows you enough time to go in and take a look at whether or not it was the appropriate response and whether or not you need to keep the lead on that plan.
I hope that this quick breakdown of the different followup systems within Sierra Interactive was helpful for you. If you have any questions or comments, please leave them below. And as always, we look forward to helping you get the most out of your Sierra Interactive platform.
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