Building a Single-Source-of-Truth CRM for a Mobile, Alabama Real Estate Brokerage
How we replaced scattered forms, manual follow-ups, and pipeline confusion with a 24-workflow GoHighLevel system that captures every lead, assigns the right agent, and reports straight to the broker — for 764 the Agency, LLC and its 8 agents.
A growing brokerage drowning in manual lead chaos
Our client is 764 the Agency, LLC — a Mobile, Alabama real estate brokerage owned by Broker Mary Hill, with 8 agents serving buyers, sellers, investors, property owners, and rental tenants across the Gulf Coast market. Their website was a B12 build with disconnected forms, leads were dropping into a shared inbox, every agent worked their own spreadsheet, and there was zero broker visibility into who was responding (or not) to what.
Mary needed something specific: a single command center where every lead from every source funnels into one CRM, the right agent gets notified within seconds, automated SMS and email handle first response, and she can see — at a glance — which agents are working their pipeline and which leads are going cold. The build had to handle 7 different verticals (Seller, Buyer, Home Valuation, Property Management, Rental, Investor, and Agent Recruiting) without making her agents jump between platforms.
Industry
Real Estate Brokerage — Residential sales, listings, property management, rentals, investment
Location
Mobile, Alabama (USA) — Gulf Coast residential + investment market
Platform
GoHighLevel CRM (Unlimited tier) with IDX Broker bridge, A2P 10DLC SMS, custom HTML site
Delivery
Full discovery, architecture, build, A2P approval, and 7-day soft launch — completed in 8 weeks
From scattered inboxes to a brokerage command center
Before We Stepped In
- B12 website with forms that emailed a shared inbox — no source tagging, no assignment, no follow-up
- Agents working leads from their personal phones — no broker visibility, no compliance trail
- "Everyone comes in as Seller" — every form submission triggered every intake workflow simultaneously, dumping every lead into 6 wrong cadences
- No speed-to-lead automation — leads waiting hours for the first response while ad spend kept running
- GHL carrier compliance warning for non-compliant SMS activity — A2P 10DLC never submitted
- Rental pipeline missing Declined and Closed stages — leads stuck in active automation forever
- Manual pipeline reassignment didn't update SMS cadence — a contact moved from Seller → Rental kept getting seller texts
- No broker dashboard — Mary couldn't see lead source, agent response time, or stuck opportunities
What We Built
- Centralized GHL brokerage location as the single source of truth — every lead, every conversation, every appointment lives here
- Per-intent form filters on all 7 intake workflows — no more multi-enrollment, every lead lands in exactly one cadence
- 60-second speed-to-lead — instant SMS + email to the lead, plus internal alert SMS+email to the assigned agent within seconds
- Pipeline Reassignment Cleanup workflow — when Mary moves an opp's pipeline, the contact's SMS cadence follows automatically
- 7 vertical-specific pipelines with v5-spec stages — including Rental with explicit Declined → long-term nurture + Closed → stop automation routing
- Only Assigned Data permission for all 7 non-Mary agents — each agent sees only their own assigned leads; Mary sees everything
- A2P 10DLC carrier-approved SMS — full STOP/HELP handler, SMS Consent Recorder, branded sender ID
- 9-widget broker dashboard — leads by source, by type, agent response time, unworked leads, stage aging, lost reasons, PM funnel metrics, agent-page performance
- 8 AREC-compliant agent pages on 764theagency.com with IDX listings, license numbers, Google profile/review links, and GHL-routed contact forms
Real-estate-grade tools, brokerage-compliant from day one
Every tool was chosen for AREC + Fair Housing compliance, NAR-aligned conventions, multi-agent visibility, and the ability for Mary to maintain the system herself after handover.
Interactive breakdown of the brokerage system
Click each tab to explore the layers of the automation.
End-to-end client journey — from form submission to closed deal
Every lead is captured, tagged, routed, and notified within 60 seconds — without the agents touching anything until they need to make the human call.
24 workflows organized into 6 functional categories
7 vertical-specific pipelines + Agent Onboarding
Each pipeline has v5-spec stage transitions that automatically trigger the right actions — a Declined Rental moves to long-term nurture; a Closed deal stops active automation and starts the past-client referral sequence.
8 agents with per-vertical routing + Only Assigned Data permissions
Each agent works from one daily login — the main brokerage location. They see only their assigned leads, opportunities, conversations, and tasks. Mary, as broker, sees everything from her dashboard.
Discovery to launch in 8 weeks
Measurable broker-level visibility from day one
I used to spend half my day chasing where leads went and which agent had what. Now I open my dashboard and the whole brokerage is in front of me — every lead, every conversation, every stuck opportunity. My agents respond in under a minute. My time goes back into closing deals and recruiting, not herding a CRM.— Mary Hill, Broker/Owner, 764 the Agency, LLC
Everything handed over to the brokerage
Modern 764theagency.com
Full website rebuild — homepage, services, blog, 8 AREC-compliant agent pages with IDX widgets, license numbers, and GHL-routed contact forms
24 GHL Workflows
Intake (×7 per vertical), Speed-to-Lead, STOP/HELP, SMS Consent, Nurture, Appointment Ops, No-Show, Under-Contract, Review Request, Referral, Sphere Reactivation, Pipeline Reassignment Cleanup
7 Real-Estate Pipelines
Buyer, Seller, Home Valuation, Property Management, Rental (with Declined + Closed automation), Investor, Agent Recruiting + bonus Agent Onboarding pipeline
9-Widget Broker Dashboard
Leads by source, by type, agent response time, unworked leads, appointments booked, stage aging, lost reasons, PM funnel metrics, agent-page performance
A2P 10DLC Compliance
Full carrier-approved SMS — brand registration, STOP/HELP handler, SMS Consent Recorder, branded sender ID, opt-in date tracking
Living System Map (12 sheets)
Excel deliverable: pages → forms → workflows → pipelines → calendars → owners + routing matrix + tag taxonomy + custom field inventory + open-items punch list
Agent Onboarding Kit
45-60 min orientation per agent, signed sign-off form (v5 §21 compliance), Only Assigned Data permissions configured, agent-page setup verification
Multi-Agent Calendars
Per-agent personal calendars + agency-level calendars (Buyer Consultation, Listing Consultation, PM Owner Onboarding, Investor Strategy, Recruiting Chat) with round-robin distribution
Analytics Stack
GA4 + Google Tag Manager + Meta Pixel + 10 conversion events + UTM standard documented + UTM custom fields capturing into CRM
Run a brokerage? Stop losing leads in inboxes.
Whether you're a single-broker shop or a multi-agent team — we build GHL automation systems sized for real estate compliance, agent visibility, and broker-grade reporting.