The leads engine on track to becoming one of ROA's biggest revenue drivers

"Build us a leads engine — all the way to the CRM."

Realty of America (ROA) is a US brokerage that buys leads and routes them to its agents. The leads were coming in — what happened next wasn't. A hot buyer could sit unseen for hours, two agents could end up chasing the same person, and no one could say where things broke. ROA's ask was direct: build the leads engine, end to end, all the way to the CRM.

Fast and fair, at the same time

Real estate leads go cold fast. The first agent to reach a buyer usually wins them, so the system had to move in seconds. But speed alone breaks things — blast every lead to everyone and you get double-claims, the fastest clicker winning every time, and quieter agents left out. So the real ask was sharper: route fast and fairly, guarantee one owner per lead, and make sure that owner actually follows up — with clean data flowing back so the office could finally see what was happening.

We mapped the real journey a lead takes — then built it

• →One lead, one winner. Every eligible agent sees a new lead and can claim it. Claiming is a single atomic action — the first tap wins, everyone else gets a clean "already claimed." No two agents on the same buyer.
• →A clock on every lead. Claiming starts a 24-hour timer that's only satisfied by a real attempt — a call, a voicemail, a conversation. Quiet leads get flagged, not forgotten.
• →Calling built in, conversations that stay. Agents call a lead in one tap through Twilio, right from the lead's card — and every call and note is captured against that lead on its own. The profile card becomes the agent's memory: no diaries, no "what did we last talk about?" They open the card and the whole history is there, exactly where they left off.
• →A safety net. Leads nobody claims fall back to inside sales, so every lead has a path to a human.
• →Lands where they work. Everything syncs into the tools the team already uses — their CRM and messaging — on every key moment.
• →A dashboard in plain English. "Met our 24-hour rule," "How long it takes to reach a lead," "Reached after 1 / 2 / 3 tries." Sortable, drillable, readable by anyone.

It's live, and agents are using it

This isn't a prototype in a folder. The engine is live, and ROA's agents work leads through it every day. A lead lands, reaches the right agents in seconds, gets claimed once, and the follow-up is tracked instead of assumed. It's on track to becoming one of the company's biggest revenue generators — and for the first time, the office can see the whole operation on one screen.

From working to sharper

Now that it runs on real leads, the sharper work begins: tuning how leads route, tightening response times, and helping ROA decide which sources are actually worth the spend. The foundation is built and trusted — next we make it smarter with everything it's learning in the wild.