An Action Plan is an automated marketing program that defines which contacts — Direct Mail, SMS, and Cold Call — are sent to a property, and when. The system automatically assigns the right plan based on each property’s potential (its Score) and its contact history, so your marketing effort concentrates where it matters most.
The 3 Levels of Action Plans
Every property is placed into one of three levels based on how much potential and urgency it carries. Higher-potential properties get more intensive, more frequent marketing; lower-potential ones get a lighter maintenance touch.
Urgent Level — the “30 Days” Plan
| What it is | The most intensive plan. Full omnichannel — Direct Mail + SMS + Cold Call — every 30 days. |
| Who receives it | Properties with a very high Score that haven’t already completed the 30 Days cycle, and any property in Pre-foreclosure (regardless of Score). |
| Duration | Approximately 6 months (180 days). |
| What it includes | 6 Direct Mails, 6 SMS campaigns, and 6 Cold Call rounds — one of each every 30 days, all three channels firing together each cycle. |
| What happens next | After 6 months the property moves to the High (60 Days) level, following a rest period (about 60 days with no marketing) before the switch. |
High Level — the “60 Days” Plan
| What it is | Medium intensity. Marketing every 60 days, alternating channels (Direct Mail plus either SMS or Cold Call). |
| Who receives it | Properties with a high Score, and properties that completed the Urgent plan (automatic transition). |
| Duration | Approximately 8 months (240 days), and this cycle repeats 4 times. |
| What it includes | Direct Mail every 60 days, alternating between SMS and Cold Call each month. Lower frequency than Urgent. |
| What happens next | After 4 cycles the property moves to the Low (90 Days) level, following a rest period (about 30 days) before the switch. |
Low Level — the “90 Days” Plan
| What it is | Passive maintenance. Marketing every 90 days — minimum contact to maintain presence. |
| Who receives it | Properties with a low Score, properties that completed the High plan, and properties with an extensive contact history (more than 12 touches). |
| Duration | Indefinite — the plan repeats continuously. |
| What it includes | Direct Mail every 90 days, with spaced-out SMS or Cold Call. |
| What happens next | After each cycle the plan reassigns itself and continues in a loop, with a rest period (about 30 days) at the end of each cycle. |
How a Property Moves Through the Levels
When a property first enters the system, its Score determines its starting level: a very high Score starts at Urgent, a high Score at High, and any positive Score at Low. From there, the property flows down the funnel as it completes each cycle:
| Urgent (6 months) — completes → moves to High |
| High (8 months) — completes → moves to Low |
| Low (indefinite) — completes → repeats Low |
Why Score Won’t Send a Property Back Up
Once a property finishes the full cycle of a level, a rising Score will not bring it back to that level. The system always places the property at the highest level it has not yet completed. In practice this means properties flow down the funnel (30 → 60 → 90), but a property can still move up into a level it never finished.
| Cycles already completed | Score would place it in | System assigns | Why |
|---|---|---|---|
| 30 Days only | Urgent (30) | 60 Days (High) | 30 already done; 60 not done yet |
| 30 Days and 60 Days | Urgent or High | 90 Days (Low) — stays | Both done; 90 is the bottom of the funnel |
| None completed yet (cycle was interrupted) | Urgent (30) | 30 Days (Urgent) — re-enters | The cycle was never finished, so Score can still bring it in |
Moving up to an unfinished level. For example: a property is currently in 90 Days (Low). It completed its 30 Days cycle in the past but never finished 60 Days, because its Score had dropped. Now its Score rises to Urgent level again. It ascends to 60 Days — the highest level it has not completed — not back to 30 Days.
In short: the funnel flows downward by Score (30 → 60 → 90). Score can move a property up only into a level it has not completed. A completed level is reopened only by Pre-foreclosure.
The Marketing Counter & Saturation
To avoid over-marketing a property, the system tracks a Marketing Counter — the highest number among the Direct Mails, SMS, and Cold Call rounds a property has received. For example, a property with 15 Direct Mails, 8 SMS, and 10 Cold Call rounds has a Counter of 15.
Once the Counter passes 12 touches, the saturation rule steps in:
| Current level | Counter over 12? | Action |
|---|---|---|
| Urgent | Yes | Downgrades to Low |
| High | Yes | Downgrades to Low |
| Low | Yes | Remains in Low |
The one exception: a property in Pre-foreclosure always goes to Urgent, regardless of the Counter.
The Pre-foreclosure Exception
Pre-foreclosure is when a property enters a legal process of distress. Because these carry the highest urgency, they override every other rule.
If a property has active Pre-foreclosure status, it always goes to the Urgent (30 Days) plan:
• It does not matter what its Score is.
• It does not matter what its Marketing Counter is.
• It does not matter whether it already completed the 30 Days cycle before.
• The plan restarts from the beginning if it was already on another plan.
This is the only way a completed Urgent cycle is reopened.
When Are Plans Recalculated?
Action Plans are not recalculated in real time. They’re updated during a regular automated sync (typically weekly, or during scheduled low-traffic times), which reviews all your BuyBox properties and calculates the correct plan based on current Score, contact history, Pre-foreclosure status, and which cycles each property has already completed.
Watch for: between syncs, a property’s Score may change but its plan will not. The plan only changes during a new sync, or automatically when a property completes a plan (including the rest period noted earlier).
Full Timeline Example
Here’s how a high-Score property typically moves through its full lifecycle:
| Timeframe | What happens |
|---|---|
| Month 0 | Enters the system with a high Score and is assigned Urgent (30 Days). |
| Months 1–6 | Receives intensive marketing (1 DM, 1 SMS, and 1 Cold Call round per month). Counter rises to about 6 touches. |
| ~Months 6–7 | Completes Urgent, rests (~60 days), then transitions to High (60 Days). |
| Months 7–14 | Receives moderate marketing (DM every 2 months). Counter rises to about 10 touches. |
| ~Month 15 | Completes High (4 cycles), rests (~30 days), then transitions to Low (90 Days). |
| Month 16+ | Receives minimal marketing (1 DM every 3 months), repeating indefinitely. Even if the Score climbs again, the property stays in Low — both cycles are complete, so only Pre-foreclosure could return it to Urgent. |
Special Cases
| Scenario | What happens |
|---|---|
| High Counter but high Score Score is high, Counter is over 12. | Goes directly to Low instead of Urgent (saturation rule) — unless it has active Pre-foreclosure. |
| Score changes between syncs Property is in High; Score drops to a Low level before the next sync. | Stays in High until the next sync runs; that run moves it to Low. Plans never change in real time. |
| Pre-foreclosure activates Property is in Low, then enters Pre-foreclosure. | At the next sync it restarts in Urgent from the beginning; the previous plan is deactivated. |
| “Trapped” in Low A high-Score property completed both Urgent and High, then settled in Low. | Stays in Low. Even with a very high Score it won’t return to Urgent or High — both cycles are complete. Only Pre-foreclosure could return it to Urgent. |
| Interrupted cycle, then Score recovers Property enters Urgent, Score drops after 2 months (moved to Low), then Score climbs back. | Re-enters Urgent and restarts the 30 Days plan — because it never completed the Urgent cycle and wasn’t saturated. |
| Completed 30 but not 60 — ascends to 60 Property completed 30 Days, moved to 60, but Score dropped before finishing; later Score rises again. | Does not return to 30 Days (complete). Instead it ascends to 60 Days — the highest level it hasn’t completed — and finishes that cycle before flowing back down to Low. |