How the platform cut property setup time from 15 minutes to 90 seconds

The crm platform was built for estate agents who needed a clean, professional way to manage instructions from instruction to completion. Over four years, they'd grown to 1,400 users across 180 branches. The product worked. But one workflow had never been properly solved: adding a new property instruction.

When an agent took on a new instruction, they'd open a new property record in the platform and begin typing. Address. Bedrooms. Property type. Floor area. Tenure. Council tax band. EPC rating and score. Each field had to be populated manually, from memory or from the vendor's paperwork. For experienced agents working quickly, the setup took 12 minutes. For newer team members still finding their way around the system, 15 wasn't unusual.

The error rate was the deeper problem. A 23% data error rate — discovered through an internal audit that cross-referenced CRM entries against Land Registry records — was causing downstream failures across the business. Property portal exports with incorrect floor areas. Compliance reports with wrong EPC ratings. Marketing emails with the wrong bedroom count. Every error that escaped into production created remediation work somewhere else in the business.

Priya Nair, CPO, had been tracking NPS for three years. The manual entry workflow was consistently cited in detractor feedback. The fix was obvious — auto-fill from a reliable data source. The question was finding an API that covered all the fields at a cost that made sense at scale for a CRM that charged per-user SaaS pricing.