Fred Porter Real Estate
Residential Real Estate · Close CRM | Mailchimp | Zillow | DocuSign
CRM Integration · Lead Source Unification · Sales Pipeline Design
Leads were arriving. Nobody was catching them.
Fred Porter Real Estate, a residential firm, had a lead generation problem that looked like a conversion problem. Leads were coming in from multiple sources: Zillow, website contact forms, social media platforms. The data showed activity. The pipeline showed almost none of it.
The reason was structural. The lead capture forms on the website were not properly connected to the CRM. Social media leads existed in a completely separate system. Zillow leads were arriving but not being processed consistently. The result was a fragmented picture: the sales team could not see all their leads in one place, could not prioritise intelligently, and could not follow up systematically. Proposals and quotes were being generated manually without any CRM support. Operations had no visibility into pipeline stage. And deals that should have closed were falling through the gap between lead arrival and first contact
One connected system. All lead sources. One pipeline.
The core gap was integration. Three or four lead sources were operating as isolated channels, each depositing leads into a different location, none of them connected to a single pipeline with a consistent follow-up logic. The sales process, the operations process, and the proposal and quoting workflow were all running separately from the CRM, which meant the CRM had an incomplete and often inaccurate picture of the business.
A unified lead system, every source connected, scored, and tracked through to close.
The engagement began by mapping every lead source the business was using and evaluating the integration between each source and the CRM. Website forms were reconnected to Close CRM. Social media lead flows were configured to feed into the same system. Zillow integration was repaired and standardised.
A tagging system was built to identify every lead’s source automatically on arrival, so the sales team could see, at a glance, where a lead came from and what journey they should be on. Lead scoring logic was built on top of this: leads were automatically prioritised based on source, engagement level, and touchpoint history.
The sales pipeline was redesigned to reflect how deals actually moved from initial enquiry to close, with stage-appropriate automation at each step. Operations were brought into the CRM view for the first time. DocuSign was integrated so that proposals and contracts could be generated, sent, and tracked within the same system, removing the manual proposal process entirely.
Organic Leads First Month
15%
Conversion Rate Month Two
4 sources
Unified Into One Pipeline
0 Live
DocuSign Integration Proposals Automated
- More than 1,000 organic leads captured through the corrected integration in the first month alone.
- Conversion rate reached 15% by the second month- from a baseline where leads were being lost before first contact.
- All lead sources: Zillow, website, social media, unified into a single pipeline for the first time.
- DocuSign integrated: proposals and contracts now generated and tracked inside the CRM without manual processing
- Operations team has live visibility into the sales pipeline, the first time the two functions were working from the same data.
Every lead from every source enters the CRM automatically, is tagged by source, scored by priority, and routed into the appropriate pipeline stage. Follow-up sequences fire based on stage progression. Proposals are generated through DocuSign integration without manual intervention
Close CRM · Mailchimp · Zillow Integration · DocuSign · Social Media Lead Forms
Independent consultant- CRM integration, pipeline design, and sales process rebuild
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