How Ashford Home Collective scaled from 18 to 47 agents without losing lead accountability
Get Results Like ThisBefore
~33%
After
4%
Leads untouched after 48 hrs
Before
6.1 hrs
After
9 min
Average first response time
Before
3.8%
After
6.5%
Lead-to-close rate
The starting point
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.
What We Built
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.
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.
Marcus Bell
Managing Partner, Ashford Home Collective