How a commercial real estate agency put 25 enriched leads in Salesforce every morning

Without team-led portal navigation, without timing calculations done by hand, and without writing cold emails from scratch.

25 enriched leads/day · 2 hrs/day saved per team member · 12–24 month timing windows applied automatically · 5 data sources consolidated per lead

The bridge. The team knew lease expiry data existed. They just couldn’t act on it fast enough to be first. Four weeks later, the system works through the overnight hours and the leads are waiting in Salesforce before anyone arrives at their desk. That shift is the work.

The client is a commercial real estate agency focused on a major Australian metropolitan office and industrial market. Their value proposition depends on reaching prospective tenants before a lease expires, ideally 12 to 24 months out, when a business has enough time to consider its options but hasn’t yet begun a formal search. The problem was execution speed. Lease expiry data exists in CoreLogic and property registers, but extracting it, qualifying it by tenancy size and timing, finding the right decision-maker contact, and writing a relevant outreach email was a sequence of manual steps that consumed hours per day and still didn’t cover the full market.

The team had tried working through portals manually. They’d tried splitting the task across the team. Neither approach produced a consistent lead flow at volume. By the time a qualified lead was identified, enriched, and reached, a competitor had often already made contact.

The question they brought to SeidrLab was direct: could we automate the prospecting pipeline so the team arrived each morning to a ready-to-action lead list, rather than spending the first two hours of their day building one?

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How we turned lease expiry data into a qualified daily lead list

The first problem was data access. Lease expiry information is available through CoreLogic CityScope and Property Daily, but it requires extraction, deduplication, and filtering before it can become a lead. We built an automated pipeline that pulls from both sources and applies the agency’s qualification criteria before a record ever enters Salesforce.

The qualification logic was the most important part of the build. Not all expiring leases are equal. A 200 sqm tenancy expiring in six months is not a priority. A 600 sqm tenancy expiring in 18 months is. We encoded the agency’s own segmentation criteria directly into the pipeline: 300-500 sqm tenancies with 12 months to expiry, 500-1,000 sqm tenancies with 18 months to expiry, and 1,000-1,500 sqm tenancies with 24 months out. Records that don’t meet the threshold don’t reach the team.

The result is a filtered, timing-matched lead set generated every night. By the time the team arrives in the morning, the system has already done the first pass: pulled the raw data, filtered out the noise, and surfaced only the tenancies that meet the criteria for outreach.

Key takeaway. The intelligence in a prospecting system is in the qualification criteria, not the data volume. More leads are not better leads. The filter is the product.

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How we enriched each lead with five layers of context before it reached the team

A qualified tenancy record is not a sales-ready lead. It tells you that a space is expiring, not who runs the business, whether they’re expanding or contracting, who to contact, or how to approach them. We built an enrichment layer that runs automatically after qualification and appends five data sources to each record before it enters Salesforce.

The enrichment pipeline uses ABN Lookup to confirm the registered business and entity type, professional sales intelligence databases to surface the decision-maker contact and direct email where available, AI-powered web research to pull relevant business signals, and Seek job posting data as a secondary signal for businesses that are actively hiring (a leading indicator of space requirements changing). Each lead arrives in Salesforce with a contact name, contact details where findable, business context, and a plain-language signal summary ready for the agent to read.

The “Lease Expiry Leads” tab in Salesforce is structured into four filtered views: Ready for Outreach (contact found, signals reviewed), Needs Attention (contact gap or conflicting data), Pending Enrichment (in queue), and Expiring Soon (within 90 days, regardless of enrichment status). The team works from the Ready for Outreach view. Everything else is handled by the system.

Key takeaway. Enrichment before CRM entry means agents work from complete information, not incomplete records that require a second pass. The cost of fixing a bad lead inside a CRM is much higher than preventing it from entering at all.

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How we connected Claude to Salesforce to draft outreach at the point of contact

Once a lead is enriched and ready for outreach, the final step is writing a relevant email. Before the build, agents were writing cold emails from scratch for each contact, a task that is time-consuming, inconsistent, and hard to sustain at volume without degrading quality.

We installed Claude CoWork in the agency’s environment and integrated it directly with Salesforce. When an agent opens a lead record in the Ready for Outreach view, Claude has access to the tenancy details, the enrichment data, the business signals, and the timing context. It drafts a personalised outreach email based on what it knows about the specific tenancy, the business, and the appropriate window framing (the email to a business with 18 months to expiry reads differently to one with 12 months).

Agents review the draft, adjust tone or add specifics where they know the business or the contact, and send. The Convert to Enquiry flow in Salesforce captures the interaction and moves the lead forward in the pipeline when a response comes in.

The email drafting step cut what had been a 15-20 minute task per outreach to under 5 minutes, and improved consistency across the team. Agents who found cold email writing difficult reported that having a complete, well-structured draft to edit rather than a blank screen to fill made the task noticeably easier.

Key takeaway. The bottleneck in most outbound workflows is not the data. It is the translation step between “here is a lead” and “here is a sent email.” Removing that step is where the performance gain actually comes from.

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What runs without ongoing intervention

The system runs on a daily schedule without any team involvement in the data layer. CoreLogic and Property Daily feeds are pulled overnight. Qualification runs against the current lead set. Enrichment processes new records. Salesforce is updated before the team arrives.

The team’s job each morning is to open the Ready for Outreach view, read the signal summary, review the Claude-drafted email, and send. Everything upstream of that step is handled.

The agency owns the system independently. The qualification criteria are documented and editable: if the target segment changes, the filters change. The enrichment sources are configured and can be extended. The email templates seeded into Claude CoWork are theirs to update. There is no dependency on SeidrLab for the system to continue operating.

Key takeaway. A system that requires ongoing intervention is a service, not a capability. The goal of the build was to hand over something the team owns, not something they manage through a third party.

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What changed

Before. Agents spent the first two hours of each day navigating CoreLogic and property portals manually, calculating timing windows by hand, and writing cold emails from scratch for each contact. The lead flow was inconsistent, dependent on individual effort, and impossible to grow without proportional headcount. The market was being underworked.

After. Twenty-five enriched, qualified leads arrive in Salesforce each morning before the team starts work. Agents open a structured view, read a signal summary built from five data sources, review a Claude-drafted email, and send. The prospecting pipeline now runs continuously, overnight, without team involvement in the data layer.

Two hours per day per agent recovered from the data layer and redirected to client work and relationship building.

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Does this fit your situation?

If your team knows the leads exist but can’t reach them fast enough, because the data work is too slow, the qualification is manual, or the outreach is inconsistent: that is the problem we solve in four weeks.

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