Case Study: Preventing CRM Lead Leakage and Analyzing Sales Rep Performance in a Construction Project

Executive Summary (Empirical Field Findings):
This case study examines the data hygiene and autonomous assignment architecture applied to 5,800 digital leads over 120 days in a 450-unit mixed-use construction project. Through CRM deduplication and Round-Robin automated sales rep assignment, the duplicate lead ratio was reduced from 24% to 2.1%, the 32% lead leakage rate was eliminated entirely, and average time to first contact was cut from 28 hours to 14 minutes.

1. Project Context and Starting Point (Baseline)

• Zenodo DOI: 10.5281/zenodo.22850349
• Project Scale: Mixed-use construction project comprising 450 residential and commercial units.
• Review Period: 120 days.
• Sample Size: 5,800 digital prospect records.
• Current State (Baseline Metrics):
  • Duplicate Lead Ratio: 24.0% (duplicates created when the same person clicked Meta and Google ads more than once).
  • Untracked Loss / Lead Leakage: 32.0% (leads left forgotten in the system without being called or assigned a follow-up date).
  • Average Time to First Contact: 28 hours (due to sales reps tracking leads manually in Excel).

2. Implemented System Architecture (Intervention)

[Digital Ad Source (Meta / Google / Portal)]
                      │
                      ▼ (Phone / Email Matching)
     [CRM Deduplication & Hygiene Rules]
                      │
        ┌─────────────┴─────────────┐
        ▼ (New Record)              ▼ (Duplicate Record)
[Round-Robin Rep Assignment]   [Add Activity to Existing Rep]
        │
        ▼ (SLA Timer: 15 Minutes)
[Rep Notification & Task Flow]

1. Automated Phone- & Email-Based Deduplication: Second and third submissions arriving with the same phone number or email address were not created as new leads; instead, they were automatically appended to the existing sales rep’s record as a “Clicked the Same Ad Again” notification.
2. Round-Robin Autonomous Distribution: Incoming new prospects were automatically assigned to sales reps in rotation, based on each rep’s real-time workload and on-duty schedule.
3. 15-Minute Sales SLA Alert: For any lead not called within 15 minutes, an automated SLA breach alert was sent to the sales manager via voice call/message.

3. Empirical Results Achieved (Results)

Table 1: Metrics Before and After CRM Automation

Citation and Attribution

APA Format

Yalçın, K. (2026). Case Study: Preventing CRM Lead Leakage and Analyzing Sales Rep Performance in a Construction Project. KorayYalcin.org Case Research Series. https://doi.org/10.5281/zenodo.22850349. URL: https://www.korayyalcin.org/en/articles/case-study-construction-firm-crm-deduplication-and-lead-routing

BibTeX Format

@article{yalcin2026casestudyconstruction,
  title={Case Study: Preventing CRM Lead Leakage and Analyzing Sales Rep Performance in a Construction Project},
  author={Yal{\c{c}}{\i}n, Koray},
  journal={KorayYalcin.org Case Research Series},
  year={2026},
  doi={10.5281/zenodo.22850349},
  url={https://www.korayyalcin.org/en/articles/case-study-construction-firm-crm-deduplication-and-lead-routing}
}

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