Lead Management System | Real Estate Automation

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Commercial Real Estate

Real Estate CRM + Lead Assignment Automation

Automated lead → assignment → follow-up → reporting flow for a residential brokerage receiving 150+ leads/week.

Real Estate automation case study featuring lead management and integration.

<2 min

Lead Response Time

+27%

Lead Conversion Improvement

100%

Team Performance Visibility

Overview

A residential brokerage receiving 150+ leads per week through web forms, Zillow inquiries, Facebook Ads, and email faced the classic lead management challenge at scale. Leads arrived through multiple channels with no centralized system for tracking or routing. Assignment to agents was manual, inconsistent, and often biased toward agents who happened to be in the office. Follow-up timing varied dramatically — some agents responded within minutes, others took days. The brokerage knew they were losing deals due to slow or inconsistent follow-up, but had no visibility into which leads converted, which agents performed well, or where the process broke down.

Business Context

In residential real estate, lead response time directly correlates with conversion. Studies show that responding within 5 minutes dramatically increases the likelihood of engagement compared to even a 30-minute delay. The brokerage's best agents understood this and responded quickly, but the system didn't support consistency. Newer agents weren't sure when or how to follow up. Assignment decisions weren't based on agent specialization or current workload. Management had no dashboard to track agent performance or pipeline health. The brokerage needed a system that would ensure every lead received rapid, consistent follow-up while providing visibility that enabled better management decisions. ZapWizards was engaged to build an automated lead management system from ingestion through conversion tracking.

How We Built It

We built a centralized lead ingestion system that captures leads from all sources — web forms push directly to the CRM, Zillow and Facebook lead notifications trigger Make.com workflows that parse and route lead data, and email inquiries are automatically extracted and logged. Intelligent lead routing distributes leads to agents based on multiple factors: round-robin rotation ensures fairness, availability flags prevent routing to agents who are unavailable, and specialization matching routes luxury leads to luxury specialists, investor leads to investment-focused agents, and so on. Automated follow-up sequences begin immediately upon lead assignment — an initial email or SMS goes out within minutes, with AI-powered personalization based on the lead source and inquiry details. Follow-up sequences continue based on engagement, with escalation to the broker for leads that aren't receiving timely agent response. A custom Retool CRM gives brokers visibility into agent KPIs including response time, conversion rates, and pipeline value. Weekly KPI reports are automatically generated and distributed.

Challenges

Leads not followed up consistently

Agent assignment manual and biased

No visibility into pipeline or agent performance

Email follow-ups inconsistent

What We Delivered

Centralized lead ingestion from all sources

Intelligent lead routing to agents (rotation, availability, specialization)

Automated email/SMS follow-ups with AI personalization

Retool CRM for brokers to track agent KPIs

Weekly KPI reporting automation

Tech Stack

Make.com, Salesforce/HubSpot (depending on client stack), Twilio, Google Sheets, Retool, OpenAI

Results

<2 min

Lead Response Time

+27%

Lead Conversion Improvement

100%

Team Performance Visibility

Strategic Impact

Lead response time dropped to under 2 minutes on average, compared to the previous inconsistent timing that ranged from immediate to several days depending on which agent received the lead. Lead conversion improved 27% as consistent, rapid follow-up captured prospects who previously went cold during the critical first hours after inquiry. Management now has 100% visibility into team performance, enabling coaching conversations based on concrete data rather than subjective impressions or anecdote. Fair, systematic lead distribution has significantly improved agent satisfaction — everyone gets quality leads based on objective criteria rather than office politics or timing luck. The broker can identify underperforming agents early and provide targeted support before deals are lost, turning coaching from reactive to proactive. The system has become a powerful recruiting advantage, as agents actively prefer to work for brokerages with professional lead management infrastructure that ensures they receive quality opportunities. Agent retention has improved as a result, reducing the costly turnover that plagued the brokerage previously.