A high-performance Lead Management Framework on the Contact object, utilizing custom Screen Flows and Apex-driven automation to enforce agent eligibility, automate commission economics, and synchronize real-time website engagement data.
Tools: Custom Buttons, Dynamic Page layouts, Flows, APEX Triggers and Controllers, Custom Fields
The brokerage faced three primary challenges: manual data entry errors, lack of agent accountability, and fragmented lead-source attribution. Prior to these customizations, assigning or claiming a lead was a tedious, multi-step process that often resulted in missing data or incorrect ownership. Furthermore, the business required a way to track "Lead Age" for commission calculations and a method to ensure that only eligible agents could claim high-value company leads. Without a centralized way to force-sync data or track web insights, the gap between the Salesforce CRM and the agent-facing marketing tools was widening.
I transformed the standard Contact object into a streamlined, logic-driven interface by replacing manual data entry with targeted Screen Flows and custom UI components. This solution achieved several technical and operational milestones, including the development of an "Eligibility Guardrail" for lead claiming, the automation of "Lead Age" tracking for transaction economics, and the implementation of a "Force-Sync" mechanism to ensure data parity with the external website. I also successfully integrated 3rd-party social ad logic to build Custom Audiences by mapping the People object to Contact records, enabling automated, targeted marketing. By moving legacy Process Builder logic into high-efficiency Flows, I ensured that lead follow-up cadences were mathematically enforced, directly impacting agent eligibility and the brokerage’s bottom line.
The customization centers on custom-action buttons and record-triggered automation. The Assign and Claim buttons launch Screen Flows that validate agent eligibility in real-time; if approved, the flows execute a "bulk" update of ownership, status, and follow-up dates while simultaneously stamping a "Date Referred" field used for future commission splits. To maintain data hygiene, a dedicated Lead Follow-up Flow dynamically resets due dates based on attempt numbers, feeding into the 25% overdue threshold for eligibility. For seamless cross-platform navigation, I implemented a "View in AMP" button using ID-parameterized URLs for faster access to our marketing platform and a "Force Sync" date trigger that pushes the entire record payload to the website on demand. Finally, the interface was enhanced with a Website Insights tab, which captures client activity data like last login, viewed listing count, area of interest and budget as well as lead-source details from landing URLs to distinguish between company-generated leads and an agent's personal sphere, ensuring accurate attribution and marketing ROI.