An agentic CRM that runs outreach across four channels for a real estate agency
One autonomous system that runs an agency end to end: a central CRM with a per-customer knowledge base, AI-assisted outreach across calls, SMS, WhatsApp and Instagram, and listings, brochures and presentations generated on demand. Agents spend their time closing rather than coordinating.
Client anonymised at their request. Industry, scale and every figure are real.
4
Outreach channels from one CRM
1
Knowledge base per customer
On demand
Brochures and presentations
The constraint
Leads arrived on four channels, and the agents were the only thing joining them up.
The agency sold through calls, SMS, WhatsApp and Instagram. A lead might start on one channel and continue on another, and each agent carried the thread in their head and their phone. Follow-ups slipped, listings went stale on one channel while fresh on another, and the CRM recorded what people remembered to type into it.
The brief was not a chatbot. The agency wanted one system that kept every customer's context in one place, moved each lead through the right sequence without manual triage, and produced the brochures and presentations an agent needs the moment a buyer asks.
What we built
One CRM at the centre, agents working each channel, and documents generated when asked.
We built a central CRM with a knowledge base per customer: every message, call summary, preference and viewing in one record. AI agents run outbound across calls, SMS, WhatsApp and Instagram from that record, so the message on each channel knows what was said on the others. A sequencing layer decides the next touch for each lead and when to hand the conversation to a person.
The same system markets properties across channels, keeps listings in sync, and generates presentations and brochures on demand from the listing data. An agent asks for a pack for a particular buyer and gets one built from what that buyer has already told the system they want.
- Central CRM with a per-customer knowledge base
- AI-assisted outbound on calls, SMS, WhatsApp and Instagram
- Lead sequencing with handover to a human at the right moment
- Listing sync across every channel
- Brochure and presentation generation from listing and customer data
What changed
Agents close, the system coordinates.
Listings, outreach and the CRM stay in sync without anyone reconciling them. Each lead gets a timely next touch on the channel they prefer, with the context of every previous conversation. Agents spend their time with buyers and sellers rather than moving information between apps.
What the team owns
What was running, and in whose hands, when we stepped back.
- The CRM, knowledge base schema and every channel integration
- The outreach agents and the sequencing rules, documented for the agency's team
- The document generation templates and pipeline
- A runbook for adding a channel or a new outreach sequence
Anonymised engagement