Case study·Build-to-rent

Leasing lead-priority queue

From a nine-hour lead response — to two-and-a-half hours and twenty-seven rescued leads

9h → 2.5h
Median lead response timeAcross HubSpot, Rightmove, Zoopla and the website inbox
“It found the leads we knew were leaking but never had time to chase.”
Head of Leasing · BTR multifamily operator
UK BTR / multifamily operator·Two pilot schemes, ~620 units·4-week pilot·United Kingdom
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01Pilot envelope
Pilot length4 weeks
First signal72 hours
First ROI21 days
Team alongside3 seats · 2 colleagues

Co-ordinator connected lead sources and live availability across two schemes, drafted a lead scoring rubric with the leasing managers, and ran read-only for two weeks. Outbound stayed manager-approved until week three, when the priority queue and stale-lead sweep graduated to drafted follow-ups.

02What it owns
Reports toHead of Leasing, dotted line to the two scheme leasing managers on rubric calibration.
Owns
  • Inbound triage — every HubSpot, Rightmove, Zoopla and website lead scored within the hour against a rubric reviewed weekly
  • Live availability — only show associates units that OneSite confirms are bookable today
  • Daily priority queue — named, scored leads circulated to each associate in the leasing Teams channel before 9am
  • Stale-lead rescue — weekly sweep of warm enquiries dormant for more than forty-eight hours, with drafted follow-ups
  • Audit trail — every score, route and draft logged with the source enquiry and the approving manager
Does not do
  • Send outbound without approval until week three — leasing managers hold the send button
  • Discount or override pricing — escalate to the leasing managers
  • Update OneSite directly — surfaces availability mismatches; site teams correct the source
Done looks like

Associates start the day with a named, scored queue rather than an inbox. Stale warm leads are reopened on a weekly cadence, not by accident.

03The team
AI teammates2
MiraReads HubSpot, Rightmove, Zoopla and the website inbox; scores incoming leads against the rubric and routes them to the next associate.
TheoDrafts second-touch and stale-lead follow-ups in HubSpot and Outlook with unit availability pulled live from OneSite.
Human team3
  • Head of LeasingLeasing
  • 2 Leasing managersLeasing
  • 8 Leasing associatesLeasing
04Connected stack
HubSpotWebsite lead formsRightmoveZooplaOneSiteOutlookMicrosoft Teams
05What it returned
9h → 2.5hMedian lead response timeAcross HubSpot, Rightmove, Zoopla and the website inbox
+18%More viewings booked from stale leadsWeekly sweep of enquiries dormant more than 48 hours
27High-intent leads rescuedReopened and progressed inside the first 21 days
  • Day 0
    Co-ordinator sessionTwo-scheme scope, lead-source inventory and the first version of the scoring rubric agreed with the Head of Leasing.
  • Day 3
    First scored queueHubSpot, Rightmove, Zoopla and the website forms joined; Mira drafts the first read-only priority queue 72 hours after kick-off.
  • Week 1
    Rubric tuned with managersTwo leasing managers walk Mira through ten edge cases; scoring weights and stale-lead thresholds adjusted.
  • Week 2
    OneSite availability joinedLive unit availability replaces the morning screenshot; associates stop pitching reserved units.
  • Week 3
    Approval-gated follow-upsTheo pre-drafts second-touch and stale-lead follow-ups in HubSpot and Outlook; managers approve before send.
  • Day 21
    ROI reviewHead of Leasing signs off on three baseline metrics and approves expansion to a third scheme.
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