Case study — CRM & automation
hlc mortgages crm.
how 90+ automations took enquiry follow-up from 72% to 100%, increased meeting attendance by 44% and revived leads that had gone cold.
results at a glance
enquiry follow-up — up from 72%
increase in meeting attendance
increase in dead-lead revival
of cold leads returned to pipeline
increase in partner referrals
CRM automations implemented
the challenge
three in ten leads were slipping through.
HLC Mortgages had a growing pipeline of enquiries, but existing processes relied too heavily on manual follow-up. Only 72% of new enquiries were being followed up — meaning nearly three in every ten potential customers risked a delayed response or no response at all.
Meeting attendance was inconsistent, dormant leads were difficult to recover and referrals from partner companies had to be manually directed to the correct adviser. The management team also had limited visibility of pipeline value, adviser performance and case progress.
28% of enquiries not followed up consistently
Unresponsive leads marked dead with no re-engagement process
Appointment no-shows reducing adviser productivity
Partner referrals requiring manual handover to advisers
No real-time visibility of pipeline or individual performance
the system
90+ automations. one journey.
Three of the automation workflows Blueprint built for HLC Mortgages.
dead lead revival — persona-based nurture sequences for first-time buyers, remortgage, buy to let and lifetime mortgage customers.
the customer journey
five stages. fully automated.
Select each stage to see what the system handles automatically.
new enquiry
100% follow-up guaranteed.
Every new enquiry — from website forms, ads or partner referrals — enters the CRM automatically. It is assigned an adviser, triggers an acknowledgement across email, SMS and WhatsApp, and enters a defined follow-up process. No lead sits unnoticed.
enquiry follow-up
every new enquiry acknowledged, assigned and followed up — up from 72%
meeting attendance
automated confirmations and timed reminders across email, SMS and WhatsApp keep appointments visible and customers prepared.
partner referrals
unique partner forms route each referral directly to the right adviser — no manual handovers, no delays.
what we delivered
the full scope.
More than 90 automations covering every stage of the HLC Mortgages customer journey — from first enquiry to invoice delivery.
Customer journey mapping
CRM architecture design
90+ automation workflows
Enquiry acknowledgement automation
Adviser and location-based lead routing
Email follow-up sequences
SMS follow-up sequences
WhatsApp follow-up sequences
Appointment booking confirmations
Automated meeting reminders
First-time buyer nurture sequence
Remortgage nurture sequence
Buy-to-let nurture sequence
Lifetime mortgage nurture sequence
Dead-lead re-engagement workflows
Unique partner referral forms
Mortgage information collection
Case progression automation
Invoice generation and delivery
Director-level pipeline reporting
Internal task automation
Team walkthrough and handover
the impact
before and after.
| area | before | after |
|---|---|---|
| Enquiry follow-up rate | 72% | 100% |
| Meeting attendance | Inconsistent, no reminders | +44% increase |
| Dead-lead recovery | Manual, unreliable | +35% revival rate |
| Unresponsive leads | Written off | 22% returned to pipeline |
| Partner referrals | Manual handover to advisers | +30% increase |
| Customer nurture | Generic or absent | Persona-based sequences per type |
| Partner referral routing | Manual, prone to delays | Automatic, location-based assignment |
| Director visibility | Manual reporting | Real-time pipeline and performance data |
why it worked
six reasons.
01
it covered the whole journey.
Blueprint mapped every stage — enquiry, nurture, appointment, progression, invoicing — before touching the CRM. The system was built around actual workflows, not a generic template.
02
it treated different customers differently.
First-time buyers, remortgage customers, buy-to-let investors and lifetime mortgage applicants all enter tailored sequences. The right information reaches the right person at the right time.
03
it used three channels at once.
Email alone is not enough. Coordinated email, SMS and WhatsApp sequences mean prospects receive follow-ups on whichever channel they engage with, dramatically increasing response rates.
04
it never gave up on cold leads.
Instead of writing off unresponsive leads, the system continues working. 22% of prospects who went cold came back. Each one represents revenue that manual processes would have lost permanently.
05
it reduced friction for partners.
Unique referral forms made it quicker and easier for partner companies to submit opportunities. Smoother submission meant more referrals — 30% more, in fact.
06
it gave directors the information they needed.
Real-time pipeline visibility meant the leadership team could identify bottlenecks, support advisers and forecast revenue — without assembling reports manually.
faq
common questions.
are valuable enquiries being lost before they convert?
let's build your automated customer journey.
Blueprint designs CRM systems and automated customer journeys that ensure every enquiry is followed up, every opportunity stays visible and every customer receives the right communication at the right time.
discuss your customer journey