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.