The follow-up that happens whether or not anyone remembers
Most CRM work is not selling. It is assigning, chasing, reminding and reporting. We turn those into rules that run on their own — with the guardrails that stop them becoming a nuisance.
Runs on your data · No per-automation fee · Every run logged
Nobody touched a keyboard for any of this
A real-shaped slice of the automation log from a real estate build. Every line is a rule firing, and every line is recoverable if it fires wrongly.
- 14:02:11
Lead captured14:02:11
#4821 from Meta Lead Ads — Pune, 3BHK
- 14:02:12
Assigned14:02:12
Priya Nair, by round-robin within the Pune pod
- 14:02:13
WhatsApp sent14:02:13
Template welcome_realestate — delivered
- 14:16:44
No reply after 14 min14:16:44
Reminder created for Priya, due 16:02
- 15:00:00
Hourly sweep15:00:00
6 leads past SLA escalated to the branch head
- 15:30:00
Daily sweep15:30:00
42 stale leads flagged for review
- 16:00:00
Report scheduled16:00:00
Branch performance emailed to the MD
- 18:45:00
Quiet hours begin18:45:00
Outbound messaging paused until 08:00
Every line above is reversible, and every line names the rule that produced it.
Four kinds of trigger, and everything hangs off them
Rules are grouped by what starts them. The pairs below are the ones that come up in almost every build.
When a record changes
Fires the moment a stage, owner or field is updated.
- Stage moves to Site visitBook the slot and send directions
- Discount above 8% enteredHold the quote for approval
- Deal marked WonRaise the invoice and notify accounts
- Owner changesHand over the full conversation history
On a schedule
Runs whether or not anyone is logged in.
- Every hourEscalate anything past its SLA
- Every eveningFlag leads untouched for three days
- Every Monday, 8 AMEmail branch performance to leadership
- MonthlyGenerate renewal reminders for expiring policies
On an inbound message
Reacts to WhatsApp, email and form submissions.
- WhatsApp reply receivedReopen the lead and alert the owner
- Enquiry outside working hoursAuto-acknowledge, queue for 9 AM
- Keyword “brochure” detectedSend the matching PDF automatically
- Customer replies STOPSuppress all further outbound messages
When a threshold is crossed
Watches numbers so a person does not have to.
- Invoice 15 days overdueStart the escalating reminder chain
- Stock falls below reorder levelRaise a purchase indent
- Rep hits 80% of targetNotify the sales head
- Response time slips past 30 minReassign to the next available rep
Automation done badly is worse than doing it by hand
Anyone can wire a trigger to an action. The work that matters is making sure it cannot embarrass you six months later.
“A customer gets four messages in an hour and blocks your number.”
Rate limits and quiet hours
Per-contact message caps, a cooling-off window between templates, and no outbound messaging between 9 PM and 8 AM.
“A rule quietly stops firing and nobody notices for a month.”
Health checks and failure alerts
Every automation reports whether it ran. If one fails or goes unusually quiet, your admin is told the same day.
“Rule A triggers rule B, which triggers rule A again.”
Loop detection and execution caps
A record can only be acted on so many times in a window. Beyond that the chain halts and raises a flag instead of running away.
“Nobody can explain why a customer received that message.”
A full execution log
Every run records which rule fired, which version of it, what data it saw and what it did — kept alongside the record itself.
Start with the three things nobody wants to do
Most builds pay for themselves on follow-up alone. Tell us where your team is losing time to chasing, and we will show you what it looks like automated.
- Rules written in your language, not ours
- Editable by your admin, not only by us
- Rate limits and quiet hours from day one
- Every run logged and reversible