Brokerages · Sydney, NSW · 12 months
How Ashford Home Collective scaled from 18 to 47 agents without losing lead accountability
A boutique brokerage nearly tripled its agent count in a year and started losing leads in the handoff between marketing and agents.
Before → after
- Leads untouched after 48 hrs
- ~33%to4%
- Average first response time
- 6.1 hrsto9 min
- Lead-to-close rate
- 3.8%to6.5%
Performance Marketing & RevOps · 12 months
01The starting point
Where the leads were leaking
Ashford grew from 18 to 47 agents in a year. Marketing-generated leads were assigned manually in a shared spreadsheet, and roughly a third went untouched for over 48 hours — well past the point most buyers had already called someone else.
The problem: A boutique brokerage nearly tripled its agent count in a year and started losing leads in the handoff between marketing and agents.
02What we built
What we built and ran
Automated round-robin routing
Leads assigned by listing area and agent capacity within 60 seconds of coming in, with automatic reassignment if unclaimed.
Response-time accountability dashboard
A leaderboard-style dashboard leadership uses in weekly meetings to see response time and conversion by agent.
Scaled paid media structure
Campaign structure rebuilt to scale spend by market without diluting lead quality as headcount grew.
03The new ending
12 months later
Leads untouched after 48 hrs
~33%
4%
Average first response time
6.1 hrs
9 min
Lead-to-close rate
3.8%
6.5%
“Growing headcount that fast almost broke our lead process. The routing and accountability dashboard are the only reason our conversion rate didn't fall off a cliff.”
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The service behind it
Epilogue
Your leads, your market. Your own rewritten ending.
In a free Lead Leak Audit, we enquire on one of your listings after hours, time how long you take to reply, and send you the screenshot. Then we show you how to answer first.
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