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Insurance workspaces add a Lead Type field to every contact. It’s more than a label — lead type drives which automated follow-up campaign a new lead lands in, so a veteran lead gets veteran messaging and a final expense lead gets final expense messaging without you touching anything.

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The Eight Lead Types

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The Seeded Campaigns

Your workspace ships with 15 pre-written SMS campaigns, installed as drafts and disabled until you enable them: Nothing sends until you review the copy and toggle a campaign on. See SMS Drips for how campaigns work — messages, timing, exit conditions — and Texting Compliance for the rules around business texting.

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How Routing Works

When a new lead arrives — by webhook or created manually — Spark enrolls it in the most specific matching enabled campaign:
  1. A campaign matching the lead’s type beats a generic one.
  2. Campaigns can also add filters — state, source, lead score, stage, custom fields. More matching filters = more specific.
  3. A campaign with no lead type and no filters acts as the catch-all.
Example: a final expense lead from Texas comes in. You have a “Final Expense” campaign and a generic catch-all campaign, both enabled. The lead goes to Final Expense — the lead-type match makes it more specific than the catch-all. If you also had a “Final Expense — Texas” campaign with a state filter, that would win instead, because it matches on both lead type and state.
Only enabled campaigns are considered for routing. A perfectly matching draft does nothing — leads fall through to the next most specific enabled campaign.

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Setup

1

Review the seeded campaigns

Open SMS Drips and read through the 15 draft campaigns. Each inbound campaign is written for its lead type’s audience; the outcome campaigns handle what happens after appointments.
2

Customize the copy

Edit the messages to match your voice, your agency name, and your booking flow. The drafts are a solid starting point, not a finished product.
3

Enable the campaigns you need

Toggle on the inbound campaigns for the lead types you actually buy, plus the outcome follow-ups. Leave the rest as drafts — they cost nothing sitting disabled.
4

Map your webhook fields

In your lead vendor’s webhook setup, map the vendor’s fields to Lead Type and State on the contact. This is what makes routing automatic — an unmapped lead has no type and falls to the catch-all.
Enable one catch-all campaign with no lead type and no filters. It guarantees that a lead with a missing or unmapped type still gets followed up instead of going cold.

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FAQ

It can’t match a lead-type campaign, so it falls to the most specific enabled campaign it does match — usually your catch-all. Map your vendor’s fields to Lead Type in the webhook setup so this stays the exception, not the rule.
Enrollment picks one winner: the most specific matching enabled campaign. A lead-type match beats a generic campaign, and more matching filters beat fewer.
No — they’re drafts and stay silent until enabled. You can edit them, ignore them, or build your own campaigns with your own lead-type and filter rules in SMS Drips.
Yes. Routing runs when a new lead arrives by webhook or is created manually — set the Lead Type on the contact and it routes the same way.