How Property Businesses Succeed with SalesRook
Discover how estate agents, mortgage brokers, and property networks are upgrading their businesses with AI-powered WhatsApp automation.
How Michael Poole Generated £28,500 in Their First Month, at 11:1 ROI
"SalesRook has delivered exceptional results for our agency. In just one month, we closed an additional 12 instructions worth £28,500 - delivering an impressive 11:1 ROI. And that's just from on-patch valuation leads, not including the time saved, mortgage referral revenue, or potential off-patch referrals. So, in reality the ROI will be far greater. SalesRook has become an essential part of our business growth strategy."
The figures above are from Michael Poole's first month with SalesRook. We later spent a year counting the results against their own CRM, which puts that first month in context: read the full-year Michael Poole Rook Report.
The Challenge
Michael Poole Estate Agents, a Teesside-based agency with 9 branches, received over 3,000 enquiries a month. Their team was so busy responding to buyers and arranging viewings that they missed a critical opportunity: identifying which buyers also had properties to sell. These hidden valuation leads were slipping through the cracks.
Our Solution
We implemented SalesRook's AI-powered WhatsApp system to engage every sales enquiry automatically. The AI asked strategic questions during qualification, specifically identifying buyers with properties to sell. It captured property addresses, assessed on-patch versus off-patch leads, and flagged whether properties were already marketed. All delivered directly to the sales team with zero manual effort.
The Results
These are Michael Poole's first-month figures. In that month, SalesRook identified 87 hidden valuation opportunities inside enquiries the team was already receiving. They conducted 38 valuations (a 43.7% conversion rate) and won 12 new instructions. All 12 completed, generating £28,500 in commission, an 11:1 return on that month's spend. A strong first month is not a whole year: across the full year that followed, the pilot surfaced 97 instructions and 40 completed sales, at a return of around 700% once the ramp-up months are included. The full-year analysis, counted against their own CRM, is in the Rook Report.
11:1
Return on Investment (First Month)
£28,500
Commission Generated (First Month)
87
Valuation Leads Identified (First Month)
How DDM Residential Found 192 Valuation Opportunities and 139 Mortgage Referrals in the Enquiries They Were Already Getting
"We've got this AI that if somebody sends through a Rightmove, bang, the customer journey, they're picked up straight away... They're interacting straight away. And even if that's eight o'clock at night, it's kicking in."
The figures below are from DDM Residential's own SalesRook performance report, covering 1 August 2025 to 15 June 2026, the better part of their first year with us. The full story, including what did not work first time, is written up in the Rook Report: read the full DDM Residential Rook Report.
The Challenge
DDM Residential is an independent sales and lettings agency in North Lincolnshire and a member of the Relocation Agent Network. Their enquiries did not stop when the branches closed: portal leads kept landing through the evening and over the weekend, calls went to voicemail, and the next morning the team faced a queue of one-line "I'm interested" emails, most of which went nowhere but all of which took time to chase.
Our Solution
DDM's SalesRook AI agent, Kelly, now picks up every enquiry the moment it arrives, on WhatsApp, on website live chat, and through missed-call text-back once the phones stop being answered, evenings, weekends and bank holidays included. Kelly asks the questions a good negotiator would ask: qualifying the buyer, finding out whether they also have a property to sell, and flagging when they need a mortgage, then hands a fully read conversation to the team through their Reapit CRM.
The Results
These are DDM's own performance-report figures for the ten and a half months to 15 June 2026. Kelly handled 2,151 enquiries, exchanging 16,955 messages, and fully qualified 796 of them, keeping a response rate of 89.5% across the contacts the report counted. Inside those qualified conversations sat 192 valuation opportunities, 56 of them sellers who were not yet on the market, and 139 mortgage referrals. Handling that volume automatically handed the team back an estimated 530 hours, and 91% of Kelly's conversations were scored Excellent on the report's own sentiment analysis.
192
Valuation Opportunities (10.5 months to Jun 2026)
139
Mortgage Referrals (10.5 months to Jun 2026)
530
Hours Handed Back (10.5 months to Jun 2026)
The SalesRook Impact
Across all our clients, SalesRook delivers measurable results for property businesses.
87%
response rates
vs 20% email open rates
21%
of sales enquiries revealed valuation opportunities
12%
of sales enquiries led to mortgage referrals
25hrs
saved per every 100 enquiries
"Clients Think She's a Real Person" — Matt Coulson, Heron Financial
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