This journey starts before Journey Builder does: a recurring Automation Studio automation runs SQL against synced Salesforce data to catch every new lead generated by the Meta ad or the website pricing calculator, landing them in the entry Data Extension within the hour. From there, an immediate source split tailors the messaging to how each recruit found UMortgage.
The core is a disciplined loop: Einstein picks the send time, the email makes one clear ask (register for the recruiting call), and a decision split the next day removes anyone who converted — so recruiters only ever talk to warm, self-selected leads, and nobody who already registered gets asked again. Recruits who complete all five cycles aren’t discarded; they graduate to a twice-weekly nurture list that keeps UMortgage in front of them until the timing is right.
A recurring Automation Studio automation runs SQL that pulls newly created Salesforce leads from two acquisition points — engagement with UMortgage’s Meta ad, or use of the website pricing calculator — into the Meta Pixel & Pricing Calculator Leads Data Extension that feeds the journey.
Messaging is matched to how the recruit found us:
Einstein Send Time Optimization picks each recruit’s send moment, then the email invites them to register for the next GoBroker recruiting call to learn about joining UMortgage.
If Webinar Registered matches the recruiting call, the recruit exits the journey and is formally passed to the recruiting team. If it’s still null, they continue to the next cycle.
Anyone who finishes all five cycles without registering is automatically added to the Recruiting Nurture Data Extension — a twice-weekly program mixing industry news, lead magnets like UMortgage webinars and marketing materials, and direct invitations to the next recruiting call.