Referral Campaign Flow

Project Overview

The Referral Campaign Flow automates a complex, multi-stage email nurture system for relocation referrals, replacing hours of manual outreach with a high-precision scheduled flow that manages unique cadences for incoming and outgoing leads.

Tools: Autolaunch flow, Custom Fields, Email Alerts, Tasks, Custom Variables (Formulas, Text Templates)

Business Need

Prior to this solution, the Relocation Director manually filtered transaction pipelines and drafted individual emails to agents based on specific referral stages and dates. This manual process was not only prone to human error but had become unsustainable; the department was at a breaking point where hiring an additional staff member was the only perceived way to increase bandwidth. The business required a scalable way to maintain high-touch communication without increasing headcount.

Solution

I engineered a sophisticated Scheduled Flow architecture that functions as a virtual relocation assistant. By transitioning from manual outreach to a logic-driven automation, the system now autonomously evaluates every active transaction daily. It utilizes a suite of formula-driven variables to calculate precise send times, handles exception logging for missing data (such as missing agent emails), and maintains a full audit trail by logging every automated interaction as a task on the transaction record.

How It Works

The automation is powered by a scheduled flow that executes daily at 10:00 AM, targeting all transaction records where the Referral Email Campaign field is populated. Upon execution, the flow retrieves the Date Referred and dynamically segments the record into either an "Incoming" or "Outgoing" path. Using a sophisticated logic engine, the system evaluates the transaction against nine distinct email templates based on the current stage, days elapsed since the referral, and the expected closing date. These communications range from immediate day-one introductions and 30-day follow-ups to pre- and post-closing check-ins. To ensure high data integrity, the flow includes a validation step that alerts the Relocation Director if a required agent email is missing, allowing for manual intervention only when necessary. Once an email is successfully deployed, the flow automatically updates the Next Scheduled Send Date and logs a task on the record for historical auditing. This "set-it-and-forget-it" lifecycle continues until the transaction is marked as closed, at which point the campaign field is cleared and the automation concludes.

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