From 8% to 33% of leads reached.
Multiply, a Canadian contact centre, was speaking with only 8% of the leads flowing through its business. A structured follow-up sequence across SMS, email and calls, built on Zoho CRM, raised that to 33%.
Delivered by the Amazing Business Results team, which powers Autovance.
At a glance.
- Client
- Multiply, an outsourced omnichannel contact centre
- Location
- Canada
- Serves
- Insurance, real estate, mortgage, banking and medical businesses
- Built on
- Zoho CRM
The result.
The challenge.
Multiply’s founder, Patrick, had run a Canadian insurance operation with five mortgage brokerages, about 7,500 brokers and around 150,000 transactions a year. Brokers closed 35–38% of the leads they spoke with. The problem was reaching them.
- Only 8% of leads were ever reached. More than 90% of paid leads never turned into a conversation.
- Follow-up depended on the broker. One or two calls, an email if there was time, and then nothing.
- Channels didn’t work together. Calls, email and SMS were separate, and SMS was barely used.
- No one covered the gap. There was no specialist provider for the space between marketing and sales.
The approach.
Patrick’s view was that the missing piece was not sales skill but a structured, multi-channel follow-up cadence. A basic sequence of automated SMS, email and paced calls, tested on the broker network, proved it.
To build a company on it, the team compared Salesforce, HubSpot and Zoho, and chose Zoho CRM: it had the depth to grow without an in-house engineering team. Patrick called it a “one-way door” decision.
What we built.
Rebuilt, not restarted.
A previous firm’s build got the core CRM right, but its SMS integration never worked as needed. We rebuilt and extended it instead of starting again.
One engine for every client.
As Multiply became a platform for many clients, Zoho’s limit on workflow rules per module was reached. We replaced dozens of separate workflows with one rule-driven custom function that applies each client’s follow-up logic and routes outreach by SMS, email or call.
Settings, not new code.
Custom fields act as settings, so a new client’s rules don’t need new workflows.
No downtime.
Live client programmes kept running while the architecture changed. Multiply’s own team now adds fields, adjusts logic and launches client programmes themselves.
The results.
- Contact rate up from 8% to 33%: four to five times more conversations from the same leads.
- Close rate held at 35–38% as conversation volume grew.
- New clients often see their contactable lead volume double or triple soon after they start.
- Millions of messages and calls a year run on the same system, with, in Patrick’s words, “absolutely no limitations”.
“By just implementing a crude structure of Multiply, we got almost five times more conversations.”
“The CRM decision was a one-way door for us. ABR delivered exactly what we needed as a business.”
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