Portfolio demo · fictional brokerage, sample data. Built by Myles Parslow.

Demo for the Northfield team · 24/7 lead responder

Every lead answered in seconds, at any hour

A portal inquiry at 10:42 on a Saturday night gets a personal, on-brand reply within seconds, a showing on the calendar, and a one-screen handoff waiting for the agent in the morning. Pick a lead on the left and watch it happen.

Demo only. Nothing is sent to real people. The leads, listing and team are all fictional.

Incoming leads

Office closed

What the lead sees

Text message
Lead received—
waiting
First reply—
NR
Northfield RealtyAssistant · replies 24/7

Choose an incoming lead to start the conversation.

Type anything as the lead, including awkward questions. The responder stays inside its playbook.

What the agent sees

Priority from the site's lead layerwaiting

Scoring re-runs as the conversation adds facts: timing, financing, a booked showing.

    Example: Monday morning queue

    • Tyler R.hotShowing Sun 11:00 AM at 2418 Linden Ct, pre-approved. Confirmed by Sam.
    • Anika S.hotValuation call Mon 9:30 AM, Willow Bend, partly updated. Comps prepared.
    • Noah P.warmAsked for a person at 11:58 PM. Called back 8:05 AM.
    • Evan L.nurtureAlert set, just browsing. Matches emailed, no follow-up needed.

    Illustrative. In production this list is the CRM's inbox, sorted by priority.

    Guardrails

    Fast, and always inside the lines

    Speed is only useful if every reply is one Dana would be happy to put her name next to. The responder follows a fixed playbook; the language model only fills in the words.

    It will always

    • Identify itself as Northfield's assistant and promise a real agent will follow up.
    • Answer an inbound inquiry at any hour, then hold outbound follow-ups for 8 am to 9 pm.
    • Text only a number the visitor gave with consent, and honor STOP instantly.
    • Hand off the moment someone asks for a person, with the on-call agent paged by text.
    • Keep facts to what is in the listing, the site, and public sources, and say so when it does not know.
    • Log every message to the CRM so the agent reads the whole thread before calling.

    It will never

    • Ask about or comment on race, color, religion, national origin, sex, familial status, disability, or any other protected class, including locally added ones (marital status, sexual orientation, gender identity, source of income).
    • Describe who lives in a neighborhood, call an area "safe", "family-friendly" or "up-and-coming", or rate schools. It points to objective public data instead.
    • Steer a buyer toward or away from an area. It searches by the criteria the buyer gives.
    • Quote a value, a rate, or a legal or tax conclusion. Those come from the agent, the lender, or the title company.
    • Pretend to be a person, or keep texting someone who has opted out.

    Try the hard ones on the active conversation:

    Why the first minutes matter. The lead-response research that agencies have cited since the 2011 Harvard Business Review study ("The Short Life of Online Sales Leads") found that reaching a web lead within minutes makes a qualified conversation far more likely than reaching them an hour later. Listing portals also rank agents partly on response speed. Most brokerages still answer the next morning.

    How it plugs in

    Built on the lead layer already in the new site

    The website's forms and calculators already capture, score and route every lead. The responder listens to that same stream, so nothing on the site changes.

    Sources

    Where leads come from

    • Website forms and calculators (live)
    • Listing-portal inquiries, forwarded
    • Google Business Profile messages
    • Missed calls to the office line (text-back)
    Already built

    Lead layer on the site

    • Captures every form, with campaign tags
    • Scores hot / warm / nurture
    • Routes to listing or buyer team
    • Posts JSON to a webhook
    This demo

    Responder

    • Replies in seconds by text or email
    • Qualifies: timing, financing, the home
    • Offers real openings from agent calendars
    • Re-scores as it learns
    Outcomes

    Handoff

    • Calendar invite and showing request
    • CRM record with full transcript
    • On-call agent texted; escalates after 30 min
    • Morning queue, sorted by priority

    What it takes to go live

    1. Forward portal leads
      Listing portals can send each inquiry to an email or webhook. One setting in each dashboard.
      Dana, 20 minutesNeeds Dana
    2. Texting number and registration
      A dedicated local number through an SMS provider and the required business texting registration. Costs about a dollar a month plus a cent or so per text; registration takes a few business days.
      Us, with the brokerage's EIN and addressNeeds Dana
    3. Consent on every form
      A "text me about my inquiry" checkbox on the site forms. Already supported by the lead layer; the copy is ready.
      UsReady
    4. Agent calendars and on-call rotation
      Connect Google or Outlook calendars for showing and call openings; set who takes buyer and listing leads each week.
      Team, 30 minutesNeeds team
    5. CRM connection
      A CRM or a shared inbox. The handoff JSON above fits any of them; we map fields once.
      Us, once we know the CRMOpen question
    6. Playbook review with Dana
      She reads every scripted reply and the guardrails, edits the voice, and signs off before anything is switched on. Two-week pilot on website leads only, then portals.
      Dana and us, 1 hourBefore launch

    This page is a working demonstration built for a consulting proposal. The conversation engine runs entirely in the browser with scripted replies; no messages are sent and nothing is stored. Lead names and messages are fictional. Equal Housing Opportunity.