Purplebricks has rolled out a new CRM and workflow system from global software provider Creatio, replacing its legacy technology stack as part of a wider digital overhaul.

The online estate agency says the switch is aimed at improving lead volume, response times, and conversion rates – with initial data showing some progress.

“We’ve seen a 35% increase in leads, and we’re converting 50% more. And to get there so quickly? We couldn’t have done this with any other software solution I’ve come across,” said Dan Rafferty, CTO of Purplebricks. “Before Creatio, we averaged two to three days to respond to leads. Now it’s under 20 minutes. That shift doesn’t just impress customers – it wins business.”

A key feature of the new system is its AI capability, which processes and categorises large volumes of daily enquiries. The software analyses unstructured emails, identifies the services being requested, and splits them into individual opportunities routed to the relevant teams.

A major breakthrough came through Creatio’s AI capabilities, which automatically scan and classify thousands of daily leads. The system interprets unstructured messages, identifies services requested, and intelligently splits them into actionable opportunities routed to the right teams.

“Most of our leads come in as unstructured emails,” added Rafferty. “We use Creatio AI to scan the message, identify the services needed, and break a single inquiry into separate opportunities.”