Pilot case study

In progress · Phase 2 of 4

One platform to find sellers, work leads and run every deal.

Our third project with 1:37. After the website and the property map, we are building the system behind them: a CRM-centred platform where agents find and claim leads, and every property and person lives in one place.

Client1:37 Design Agency

IndustryReal estate

StartedAugust 2026

ScopeProcess Mapping, internal platform

Shape6 months, two-week sprints

Today

ss.lv · city24.lvbrowsed by hand

Excelleads copied in

Pipedrivesame lead, again

Google Sheetsproperty data

Email · WhatsAppchasing sellers

×Retyped at almost every step

Platform

CRM

Lead poolPropertiesFormsClient portal

One source of truth

294 hManual work per month the platform targets2 h / agent / day × 7 agents × 21 days

15–20 hSeller follow-ups per month10–15 private sellers × ~1.5 h chasing each

≈ +10%Expected lift in yearly commissionsThe client's own estimate, from the selling time won back

Projected from the Process Mapping, not measured results. We will replace these with real numbers as each phase is in use.

01 · Problem

The work is manual. The fix is tooling.

The 1:37 team works all day with tools that were never meant to work together. Leads are copied from ss.lv and city24.lv into a shared Excel file, then entered again in Pipedrive.

Property data lives in Google Sheets that quickly become hard to read, and is copied by hand to the website and every portal. Sellers and buyers are chased for information over email and WhatsApp with no tracking, so details get lost and asked for twice.

It isn't a people problem. It is a gap in the tools, and it takes real selling time from the agents every day.

02 · Process Mapping findings

What the mapping showed, ranked by cost.

Mapped together with the owner, using the team's own numbers. We kept the estimates conservative and show the maths for each.

Lead search and double entry

Agents browse portals and copy numbers, links and addresses into Excel, then enter the same lead again in Pipedrive.

294 h / month1.5 h browsing + 0.5 h re-entry, per agent per day, 7 agents, 21 days

Two agents, one seller

Nothing stops two agents from calling the same seller. Leads have no owner until someone remembers to claim them.

StructuralSolved by the shared pool with claiming

Seller onboarding by email and WhatsApp

Information is collected without structure or tracking, so details are forgotten and awkward to ask for again.

15–20 h / month15–20% of 600–1,000 listings a year are private, ~1.5 h chasing each

Property data in scattered sheets

Each property is kept in Google Sheets and copied by hand to the website and every portal. Nobody is sure which version is current.

Errors, reworkEvery property entered once in the platform

03 · What we are building

A CRM at the centre, growing phase by phase.

The shared lead pool, at the heart of phase 1Two agents can no longer call the same seller

Sourcesss.lv · city24.lv · CSV

Shared poolNew, duplicates removed

Agent claimsLocked to that agent

WorkedCall, then the funnel

↺No activity in 24 h → back to the pool

Phase 1 · Month 1In use

CRM core, lead pool and forms

CRM with users and roles; the role decides what each person sees and does

Shared lead pool with claiming and a 24-hour return rule

Automatic duplicate detection for re-posted apartments

Lead import from city24.lv from day one, plus CSV import of existing sheets

A simple client portal for buyers and sellers

Phase 2 · Months 2–3In build

Products: one home for every property

One property view: seller, utilities, notes and photos

Single units and development projects with unit tables

A buyer funnel for leads from published listings

Fast viewing capture from a phone

Phase 3 · Months 3–4Planned

Lead collection and seller onboarding

Scheduled collection of new listings from ss.lv and city24.lv, as far as the portals allow

Agent or private seller detected on entry

Seller portal with automatic reminders for missing details

Phase 4 · Months 5–6Optional

Refinement and extras

Reporting with a team leaderboard

Semi-automatic publishing to the Framer website, and a portal helper

Team email inside the platform, next to each deal

A first step towards qualified e-signatures

How far ss.lv collection can be automated depends on what the portals allow. Where full automation isn't possible, a browser helper speeds up the manual step instead of replacing it. Fully automatic publishing to the portals is not promised.

04 · Timeline