REAL ESTATE - AFFORDABLE HOUSING
YEAR: 2025
CORNERSTONE HOME LTD
Building a buyer pipeline that turns enquiries into committed homeowners
End-to-end CRM and lead nurture system for a fast-growing affordable housing developer
INTRODUCTION
Cornerstone Homes Ltd develops and sells affordable residential housing . With multiple active estate projects and a growing sales team, they were struggling with a critical gap: hundreds of interested enquiries were never being converted. Prospects who visited their show houses would go cold, sales reps had no follow-up system, and management could not track which project was generating revenue.
MY ROLE
I was engaged as CRM Strategist and Buyer Journey Designer. I built their complete lead-to-sale pipeline on Freshsales, designed the buyer nurture architecture, and created the reporting layer that gave management a live view of every project's sales health.
SERVICES DELIVERED
CRM SETUP ON FRESHSALES
LEAD NUTURE SEQUENCES
BUYER PIPELINE DESIGN
SHOW HOUSE FOLLOW-UP INTEGRATION
PROJECT REVENUE REPORTING
SALES REP PERFORMANCE DASHBOARD
WHATSAPP INTEGRATION
HOW IT WORKS
OUR APPROACH
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Freshsales CRM configured with a project-level pipeline per estate — every enquiry captured and assigned to the correct project automatically
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Show house visit trigger: automatic 3-touch follow-up sequence starting within 1 hour of visit — email, SMS, and WhatsApp touchpoints
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Buyer interest scoring: leads tagged Hot, Warm, or Cold based on engagement — sales reps prioritise daily work from their dashboard
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Long-nurture sequence for Cold leads: 8-week educational email series on homeownership, mortgage tips, and project progress updates to rebuild interest over time
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Management reporting dashboard: weekly pipeline summary per estate — new leads, follow-ups due, offers pending, and revenue forecast
PROBLEM
People visit our show houses, show interest, collect our flyer, and then disappear. Our sales reps call once and give up. We have no way to track who is still interested, who dropped off, and who we should be chasing. We're losing buyers we already warmed up
— Head of Sales, Cornerstone Homes Ltd.
RESULTS
Freshsales CRM with project-level pipelines, automated show-house follow-up, lead interest scoring, long-nurture sequences, and a management reporting dashboard.
DELIVERABLES
Freshsales CRM build, 4 automation workflows, nurture email series, WhatsApp integration, sales dashboard, team training