AI Lead Qualification & CRM Data Structuring for Mortgage Broker
Arcane Innovations designed and implemented an AI-assisted lead qualification workflow for a South African mortgage broker. The project focused on processing website and chatbot conversation data, extracting key lead information, classifying leads according to intent and readiness, and structuring the information for CRM handover. The workflow included collecting and organising fields such as full name, phone number, email address, application type, existing bond status, property selling status, timeline, and preferred consultant. Leads were classified into practical sales categories such as hot, warm, or cold based on the information provided during the conversation. Extracted and structured data was then routed into the client’s CRM and internal notification workflows. Quality measures included testing conversation outputs, checking field completeness, reviewing CRM mapping accuracy, improving prompts where missing fields occurred, and ensuring that the workflow supported responsible handling of personal information.