> ## Documentation Index
> Fetch the complete documentation index at: https://docs.runspark.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Lead Types & Drip Routing

> Tag every lead with an insurance lead type and Spark routes it to the right follow-up campaign automatically

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.

## The Eight Lead Types

| Lead Type           | Typical use                                          |
| ------------------- | ---------------------------------------------------- |
| Final Expense       | Burial and final expense leads                       |
| Veteran             | Veteran and military-affiliated leads                |
| IUL / Wealth        | Indexed universal life and wealth-building prospects |
| Mortgage Protection | Homeowner and mortgage protection leads              |
| Trucker             | CDL and owner-operator leads                         |
| First Responder     | Police, fire, and EMS leads                          |
| Medicare / Senior   | Senior market and Medicare-adjacent leads            |
| General             | Anything that doesn't fit a niche                    |

## The Seeded Campaigns

Your workspace ships with **15 pre-written SMS campaigns**, installed as drafts and disabled until you enable them:

| Campaign group     | What's included                                                                                        |
| ------------------ | ------------------------------------------------------------------------------------------------------ |
| Inbound campaigns  | One per lead type — 8 campaigns that greet and nurture new leads with messaging written for that niche |
| Outcome follow-ups | Application Approved, Application Submitted, Follow Up, No Show, Not Interested                        |

Nothing sends until you review the copy and toggle a campaign on. See [SMS Drips](/messaging/sms-drips) for how campaigns work — messages, timing, exit conditions — and [Texting Compliance](/messaging/compliance) for the rules around business texting.

## 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.

<Note>
  Only **enabled** campaigns are considered for routing. A perfectly matching draft does nothing — leads fall through to the next most specific enabled campaign.
</Note>

## Setup

<Steps>
  <Step title="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.
  </Step>

  <Step title="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.
  </Step>

  <Step title="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.
  </Step>

  <Step title="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.
  </Step>
</Steps>

<Tip>
  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.
</Tip>

## FAQ

<AccordionGroup>
  <Accordion title="What happens if a lead has no lead type?">
    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.
  </Accordion>

  <Accordion title="Can a lead be in two campaigns at once?">
    Enrollment picks one winner: the most specific matching enabled campaign. A lead-type match beats a generic campaign, and more matching filters beat fewer.
  </Accordion>

  <Accordion title="Do I have to use the seeded campaigns?">
    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](/messaging/sms-drips).
  </Accordion>

  <Accordion title="Does routing apply to manually created leads?">
    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.
  </Accordion>
</AccordionGroup>

## Related

* [SMS Drips](/messaging/sms-drips) — campaign mechanics, message editing, enrollment rules
* [Texting Compliance](/messaging/compliance) — A2P registration and texting rules
* [Insurance Setup Guide](/insurance/setup) — where lead-type setup fits in your first week