An automated lead-to-sale system for high-volume conveyancing teams.
For UK conveyancing firms buying leads from third-party platforms, we built the system that captures every lead, responds immediately, runs the sales calls, writes the follow-up and produces the quote. The CRM is one part of it. The system is the whole path from lead to agreed client.
Scale
All figures approximate, from the project. The two implementations aren't necessarily the same firm.
High lead volume. Manual everything else.
Leads were arriving in volume from third-party platforms, but almost everything after that depended on people: entering the lead, contacting them, sending emails and chasers, building quotes and keeping records up to date.
With paid leads, speed is the whole game. Every lead waiting in an inbox was money spent and not yet worked.
Before and after
Follow one lead through the whole system.
Scroll. Each stage lights the part of the system that handles it, from the moment the lead platform sends it to the point it's agreed.
Leads land from third-party platforms the second they're sent.
The firms buy leads from third-party conveyancing and property lead platforms. Each one arrives through an API or webhook, so nobody has to log in somewhere, copy it out or retype it.
At peak the system was taking in around 50 to 100 leads a day.
A full CRM record, populated before anyone looks at it.
The lead becomes a record in the custom CRM with everything the source supplied: client details, property price and details, leasehold or freehold, and the conveyancing information that matters for quoting.
An email and an SMS go out straight away.
The lead gets an email immediately, and an SMS letting them know the firm will be calling them. Response time stopped depending on who was free.
Every lead has a temperature, and the CRM tracks it.
Leads move through stages the sales team actually works with: cold, lukewarm, warm, hot and agreed. The CRM records the stage, the follow-up and the sales activity against each lead.
An always-on sales queue instead of a to-do list.
A JustCall sales dialler works through the available leads, with salespeople connected and ready to take calls. Nobody has to find the next lead, open the record, look up the number and decide what to do next.
So far the team hasn't hit a meaningful limit on call volume.
The conversation becomes the follow-up.
After a salesperson speaks to a lead, the call data is processed by OpenAI and used to generate a follow-up email based on what was actually discussed.
Quotes built, edited, sent and stored in one place.
The custom quote engine generates the quote, lets the team adjust it in a quote editor, produces a PDF, emails it to the client and stores it against their record, updating the CRM as it goes.
Connected to the rest of the firm's tools.
The CRM and quote engine connect with Hoowla where required, and integrate with services including Stripe and Mailchimp.
JustCall and OpenAI: from conversation to follow-up.
The dialler keeps salespeople talking to leads. When a call ends, the call data goes to OpenAI, which uses it to generate a follow-up email based on what was discussed.
- Buying a leasehold flat, agreed at £285,000
- Mortgage agreed in principle
- Asked what the leasehold supplement covers
- Would like the quote by email today
Hi Client A,
Thanks for your time on the phone just now. Here's a quick summary of what we covered.
You're buying a leasehold flat at £285,000 with your mortgage agreed in principle. The leasehold supplement covers the extra work on the lease: reviewing it, raising enquiries with the managing agent and checking the ground rent and service charge.
Your itemised quote will follow by email shortly. If you're happy to go ahead, just reply and we'll open your file.
The CRM record and the quote engine.
Two of the components the team works in every day. These are anonymised mock-ups that show how they work, not screenshots of client data.
Lead record
Populated from the lead source, with the stage, every message and every call on one timeline.
- Lead receivedWebhook from lead platform
- CRM record createdProperty and client fields filled
- Email sentImmediate response
- SMS sent"We'll be calling you shortly"
- Call connectedJustCall dialler
- Follow-up generatedOpenAI, from the call
- Quote sentPDF, stored on the record
Quote editor
Generated from the lead's details, editable line by line, then sent as a PDF and stored against the client.
| Item | £ |
|---|---|
| Legal fee | 895.00 |
| Leasehold supplement | 250.00 |
| ID checks | 30.00 |
| VAT on fees (20%) | 235.00 |
| Searches | 320.00 |
| Land Registry fee | 150.00 |
| Total | 1,880.00 |
Started on off-the-shelf tools. Grew into its own system.
- Stage 1
Automated capture into Notion
Leads captured automatically into a Notion-based system, with quotes generated through Hoowla. Thousands of leads went through this version.
- Stage 2
Custom CRM and quote engine
Notion replaced by a custom CRM. Quoting moved into our own quote engine with an editor, PDFs and email, still connecting with Hoowla where needed.
- Stage 3
Calls, AI and the dialler
JustCall connected to the CRM, OpenAI-generated follow-ups from call data, and a sales dialler working the lead queue.
What's under the hood.
Third-party platforms
Compare My Move, The Conveyancing Network, Pin Local and similar conveyancing and property lead platforms.
API and webhook
Leads posted straight into the system on arrival, with no manual export or copy-paste.
Conveyancing-aware records
Client details, property price and details, leasehold or freehold, and the conveyancing information each source supplies.
Custom operational system
Leads, property data, stages, follow-up, quoting, client progression, sales activity and integrations in one place.
JustCall + OpenAI
Dialler working the queue; call data processed by OpenAI to generate the follow-up email.
Hoowla, Stripe, Mailchimp
The quote engine connects with Hoowla where required; the CRM integrates with Stripe and Mailchimp.
Faster, bigger, with less manual work.
- SpeedLead response became effectively immediate: an email and an SMS on arrival, instead of whenever someone got to it.
- ScaleThousands of leads managed in the custom CRM, at up to around 50 to 100 a day at peak.
- Less manual workLead entry, first contact, emails, follow-ups, quotes and record updates no longer depend on someone doing them by hand.
- CapacityThe dialler keeps salespeople on calls instead of hunting for the next lead, and teams of up to around 10 to 15 work from one system.
We don't publish conversion figures for this system. Third-party lead quality varies too much to isolate what the system changed, and we'd rather show you the system than a number we can't stand behind.
Buying leads and working them by hand? Show us the process.
Tell us where your leads come from and what happens to them today. We'll reply in writing within one working day with how we'd build it.
- You send a messageA few details and what you need. Plain English is fine.
- We reply in writingWhether it's worth automating, how we'd approach it and what we'd need to know.
- A 30-minute call, if it makes senseWe map the process with you and agree what a first build would include.
- A fixed quoteScope and price agreed before any work starts.