Outreach Cadence by Badge × Stage

PURPOSE

Work every pre-foreclosure lead at the right intensity and with the right message, every day, without guessing. The badge (gold, silver, bronze, cold) sets how hard and how often we touch a lead. The stage (pre_nod, nod, middle, last10, past_sale, expired) sets what we say. Move down the grid to change the message, move right to soften the intensity. This is the daily engine that keeps the whole pipeline moving.

WHEN TO USE

• Every working day, at the start of the day and again in the evening for gold leads
• Any time a lead is newly ingested and needs to be enrolled in its first cadence
• Any time new enrichment (a fresh equity number, a vacancy flag, a new distress signal) changes a lead's badge
• Whenever Today's Touches shows due steps that need to be worked

PREREQUISITES

• Access to the KOD app (Today's Touches queue, homeowner module, dialer, knock card)
• The lead's badge and foreclosure stage are visible on its record (computed by the app from bucket.ts and timeline.ts)
• All numbers skip-traced and validated where possible before dialing
• Familiarity with the pf:* sequence names (pf:pre_nod, pf:nod, pf:middle, pf:last10, pf:past_sale, pf:expired, pf:gatekeeper)

STEPS

1. Open Today's Touches and sort by badge. Work gold first, then silver. Bronze and cold never appear here manually, they run on drip only.
2. For every gold lead, work it twice today, once in the morning and once in the evening. Use every channel available: door, call, sms, email, video, fb, mail. If the lead falls inside the Monday-to-Wednesday route window, add a door knock every 2 days. If the lead is in its last 10 days, go daily multi-channel with a standing door task.
3. For every silver lead, work it every 2 to 3 days across call, sms, email, and video. Add a door knock only when it falls inside the route window. The goal with silver is to elevate it to gold, so look for a new signal (vacancy, a distress event, a fresh equity number) that would justify the bump.
4. Leave bronze and cold alone except for the automated email and mail drip. Never manually call, text, or knock a bronze or cold lead, the rep-task channels are suppressed for a reason, working them wastes time that gold and silver need.
5. Match the message to the stage, never repeat the same message at a different stage. Use the pf:pre_nod soft seed script before a notice has landed, pf:nod speed-to-lead the day the Notice of Default posts (call and text all numbers same day, plus a door knock task), pf:middle low-pressure rapport during the ostrich zone, pf:last10 daily urgency once the sale is 10 days out or closer, and pf:past_sale respectful softness once the sale has already happened.
6. On a fresh Notice of Trustee Sale date posting (the NTS first-7-days window), treat it as a second speed-to-lead moment. Fire a fresh day-0 call, sms, and door push for the first 7 days, same shape as the nod day-0 burst, even though this currently rides inside the middle stage cadence.
7. Deploy every channel until one lands, about a quarter of people respond on any given medium. Log every touch. Do not stop after 2 or 3 attempts, most deals close on the 5th to 7th-plus follow-up, and persistence is the whole edge because everyone else quits.
8. When a door knock comes back no answer or gated on a gold or silver lead, do not treat it as a dead end. It schedules an automatic retry about 2 days out and surfaces a one-tap follow-up text in Today's Touches. If the door came back hostile or no-answer and a phone number exists, also send a video-message follow-up rather than waiting for the next scheduled knock.
9. Track the owner-dark counter on every gold and silver lead. Once it hits 3 consecutive owner-dark touches (no answer, left voicemail, no voicemail, knocked not home), or 14 days pass with no live owner contact while a sale approaches, the lead auto-enrolls in the gatekeeper campaign. Start dialing the stored relatives and heirs, not the owner, using the last-hope opener and the 3-pass objection sequence.
10. Any live-contact outcome (connected, conversation, interested, appointment set, gatekeeper reached, owner reached via a gatekeeper) resets the owner-dark counter to 0 and ends the gatekeeper enrollment immediately. Do not keep dialing relatives once the owner is live.
11. At the end of the day, confirm the badge on every lead you touched still matches what the app shows. The badge is read live from the latest enrichment, so a re-bucketed lead changes its own intensity automatically, you do not need to re-enroll it by hand.

VERIFICATION

• Every gold lead on today's queue was touched at least twice (AM and PM)
• Every silver lead due today was touched once across an appropriate channel
• No bronze or cold lead received a manual call, text, or door knock today
• Every touch, including no-answers, is logged with its outcome
• Any lead crossing 3 owner-dark touches shows a gatekeeper enrollment, not silence
• The message sent matches the lead's current foreclosure stage, not a stale one

TROUBLESHOOTING

• Problem: A lead looks gold but Today's Touches isn't surfacing it with the right frequency. Fix: Confirm the badge shown on the lead record is current, it is computed live from equity, distress, occupancy, and timeline. If enrichment changed recently (new equity figure, new vacancy flag) the badge should already reflect it without re-enrolling.
• Problem: A silver lead has gone dark for over a week with no gatekeeper enrollment triggered. Fix: Check the owner-dark counter on the lead. If touches were logged as something other than a true no-contact outcome (for example a wrong disposition code), the counter will not advance. Correct the disposition and the count will catch up.
• Problem: Not sure whether to escalate a silver lead to gold. Fix: Look for a fresh signal: vacancy, a distress score crossing 0.6, entering the last 10 days, or an equity number crossing the $100,000 mark. Any one of these should already re-bucket the lead; if it has not, flag the enrichment data for a refresh.
• Problem: Bronze or cold lead keeps showing up in the dialer or route. Fix: This should never happen, bronze and cold are filtered from every working surface. Flag it as a data or filter bug rather than working the lead.