Automating a property manager's entire lead pipeline
The Problem
A property management firm with 12 employees was manually tracking every rental inquiry across email, phone, and web forms. Leads were being entered into a spreadsheet by hand, follow-ups were inconsistent, and roughly 30% of inquiries were falling through the cracks entirely.
The Solution
We built a unified intake system that captures leads from all channels, enriches them with property data, scores them by likelihood to convert, and triggers a personalized follow-up sequence — all without human intervention.
The Results
- ↑12 hours per week saved across the leasing team
- ↑Lead response time dropped from 4 hours to under 5 minutes
- ↑30% increase in inquiry-to-showing conversion rate
- ↑Zero leads dropped in the first 90 days post-launch
The situation
The client's leasing team was stretched thin. Every new rental inquiry — whether it came through Zillow, their website contact form, or a phone message — had to be manually logged, assigned to an agent, and followed up with individually.
On a busy week, this took 3–4 hours per agent. On a slow week, leads just waited.
What we built
Unified intake
We connected all three inquiry sources (web form, Zillow feed, and a phone transcription tool) into a single Make scenario. Every new lead lands in HubSpot automatically, tagged by source and property of interest.
Lead scoring
Using property availability data from their management software, we built a simple scoring rule: leads inquiring about available units get a "hot" tag and a 5-minute response window. Leads for units not yet available get a "warm" tag and a nurture sequence.
Automated follow-up
Hot leads receive a personalized email within 5 minutes of inquiry — pulling in the specific property details, availability, and a link to schedule a showing via Calendly. Warm leads get a 3-email sequence over two weeks.
Agent assignment
Leads are assigned to agents based on the property's location — a rule the team defined and we encoded into the workflow.
The result
The leasing team went from spending 12 hours a week on manual intake and follow-up to spending that time on showings and closings. Lead response time dropped from an average of 4 hours to under 5 minutes.
In the first quarter after launch, the conversion rate from inquiry to showing improved by 30%. The operations manager's words: "We feel like a much bigger company now."
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