Case Study 2: Purple Jest (Real Estate Agency)

Privacy note: The client's name has been changed to protect their identity. All project details are shared with permission.

The Challenge

Purple Jest is a real estate agency that had outgrown its tools. Their website no longer reflected who they were, their client data lived across disconnected systems, and their team was spending too much time on repetitive tasks that could - and should - be automated.

They needed more than a quick fix. They needed a ground-up transformation: a refreshed brand, a powerful operations system, and intelligent automation that could work in the background while their team focused on closing deals.

This became the largest and most complex project we have ever delivered.

Our Solution

We approached the engagement in three interconnected layers: brand, operations, and intelligence.

1. Website Rebrand

We redesigned and rebuilt the agency's entire website from scratch. The new site reflects a modern, trustworthy identity that speaks directly to their target clients, clean, professional, and built to convert.

Every element was considered: visual identity, copywriting tone, page structure, and user flow. The result is a website the agency is proud to send clients to.

2. Fully Customized CRM System

At the core of the project is a bespoke CRM system, built entirely around Purple Jest's workflows. Rather than forcing the team to adapt to off-the-shelf software, we built a system that works exactly the way they do.

The CRM opens with a live dashboard: a single view showing monthly income, occupancy rate, active leads, and current vacancies, so the whole team starts every day with a clear picture of where things stand.

The system is built around six core modules:

• Properties & Listings : Every unit in the portfolio in one place, status, district, beds, rent, and assigned agent, all filterable and searchable
• Leads & Applicants : A kanban pipeline that tracks every enquiry from first contact through viewing, application, offer, and archive
• Calendar : A shared team calendar for viewings, signings, open houses, and internal meetings, colour-coded by event type
• Inbox : All client correspondence linked directly to the relevant property and lead, so every reply has full context
• Reports & Analytics : Revenue, net profit, average days on market, and lead-to-lease conversion, tracked over time and exportable as PDF
• Team : Each agent's listings, leads, and events in one view, making workload and performance visible across the whole firm

Properties & Listings - all units, each with occupancy status, rent, and assigned agent tracked in real time.

Leads & Applicants - every enquiry moves through a kanban board from New → Viewing → Applied → Offered → Archived, with lead source and fit score visible on each card.

Calendar : viewings, signings, open houses, and internal standups all in one shared calendar, colour-coded so the team always knows what type of appointment they're looking at.

Inbox : client messages are linked to the property and lead they relate to, so no reply ever goes out without the full picture.

Reports & Analytics - shows the revenue of a certain period configured by user (6months, a year...etc)

Team : all agents and team members, each with their own profile showing active listings, open leads, and upcoming events, so management always knows who's carrying what.

3. AI-Powered Automation

On top of the CRM, we built an AI-powered layer that handles two of the most time-consuming parts of any real estate business:

Lead Generation : The system proactively identifies and surfaces new potential leads, feeding them directly into the CRM pipeline without manual sourcing.

Post-Sale Follow-Ups : After a deal closes, the AI automatically triggers personalized follow-up sequences with clients, maintaining relationships, encouraging referrals, and keeping the agency top of mind long after the transaction is complete.

Onboarding & Training

Given the scale of the system, onboarding was a major focus. We delivered structured training sessions, recorded walkthrough videos for every module, and provided written documentation so the team could confidently use - and grow - the system on their own.

Outcome

Purple Jest now operates with a brand that reflects their ambition and a back office that runs with precision. Their team spends less time on admin and more time with clients. New leads come in automatically. Follow-ups go out without anyone having to remember. And everything, from a new inquiry to a closed deal, lives in one connected system.

It is the most comprehensive project we have built to date, and it shows what is possible when brand, operations, and AI come together.