Overview
Cadences automate how leads are contacted over time.
A Cadence defines the outreach strategy for a lead, including when contact occurs and which communication channels are used.
Each Cadence consists of Steps, which are scheduled outreach actions performed by either a user or AI.
Example Cadence
When a new Zillow lead arrives:
A licensed LO should call immediately and leave a custom voicemail
Send a canned SMS from the LO's number
20 minutes later:
Call the lead with an AI agent
20 minutes later:
Send a canned email from the LO
Why Cadences exist
Sales teams often struggle with inconsistent follow-up. Some leads receive too many attempts while others are never contacted again.
Cadences solve this by automatically enforcing a structured outreach strategy. A Cadence defines:
when outreach should occur
which communication channel is used
how many attempts are made
what happens after each outcome
This ensures every lead receives consistent follow-up without requiring agents to manually manage reminders or lead prioritization.
Step Types
Each Cadence is made up of Steps, which define the outreach action performed at a given time.
User Actions
User Actions
Dial
A user is prompted to call the lead.
Custom SMS
A user sends a personalized SMS message.
Custom Email
A user sends a personalized email.
AI Actions
AI Actions
AI Dial
An AI agent calls the lead and can transfer the call to a user or schedule an appointment if the lead answers.
AI SMS
AI analyzes the lead and generates a custom SMS message.
AI Email
AI analyzes the lead and generates a custom email.
Template Actions
Template Actions
Canned SMS
Send a predefined SMS template with dynamic variables.
Canned Email
Send a predefined email template with dynamic variables.
Summary
By combining different step types, teams can design structured multi-channel follow-up strategies that ensure every lead receives consistent outreach from both real users and AI agents.