Pool Builder
From New Build Form to Sales-Ready Lead in Under a Minute
The Challenge
For a custom pool and outdoor living builder, new construction leads are different from all others. A family building a new home with a pool typically has financing arranged, a contractor timeline to work within, and a lot plan or survey on hand. Project values rarely fall below $60,000. These are the highest-value inquiries the business receives — and they deserve immediate, prepared follow-up.
The problem was that the new construction request form collected substantial detail — lot address, anticipated build start, pool size preferences, budget range, and an upload field for a plot plan — but all of it arrived by email. The office manager would read the message, open Pipedrive manually, create a contact and a lead, type in the project details, download the plot plan attachment, and re-upload it to the lead record. The full process took 20 to 30 minutes per submission. During busy months, new construction inquiries arrived daily, and the backlog meant leads sometimes waited 24 hours before anyone had even entered them into the system.
The Solution
We built a workflow that fires the moment someone submits the new construction request form. All form data is captured and structured automatically. The workflow then searches Pipedrive to check whether this person is already a contact. For existing contacts, a new lead is created and linked to their record. For new contacts, both the contact and lead are created in one pass — including all project details.
The workflow also handles the plot plan: it fetches the uploaded document from the form submission and attaches it directly to the Pipedrive lead. The salesperson opening that lead has everything they need — contact details, project specs, the site document — before they dial. Marketing source channel is logged automatically on every lead.
How It Works
- A prospective customer submits the new construction request form on the website
- Form data is received and organized into project fields by the workflow
- Pipedrive is searched for an existing contact matching the email or phone number
- If the contact is new, both a contact record and a lead record are created with all project details
- If the contact already exists, a new lead is created and linked to their record
- The plot plan or survey is downloaded from the form and attached to the Pipedrive lead
- The lead's marketing source channel is recorded automatically
The Results
- Lead creation time dropped from 20 to 30 minutes of manual entry to under 60 seconds
- The office manager reclaimed approximately 6 hours per week during peak season
- Average sales response time to new construction inquiries improved from 18 hours to under 30 minutes
- Plot plan attachment is now included on 100% of new construction leads, compared to roughly 50% with manual uploads — the design team can begin scoping before the first call is made
- Zero leads lost to entry backlog since launch
Buyers planning a new construction pool are often talking to multiple builders at once. Being first to call back — with the site plan already in hand — is a meaningful competitive advantage. That's what this automation delivers on every inquiry.
Why It Matters for Your Business
If your highest-value leads are sitting in an inbox waiting to be manually entered, the cost isn’t just the time spent — it’s the deals you lose to a faster competitor. Impression Insights builds automations like this for custom builders and outdoor living companies. Let’s talk.
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