CORDIE LACEY
CASE STUDY: Residential Real Estate Leads
AI Lead Generation Automation
Conversion Lift
21%
See additional KPIs in the "Results" section below.
How I enabled an AI-powered lead intelligence platform that increased qualified real estate leads by 32% and conversions by 21%:
Summary
I led the end‑to‑end product strategy and launch of an AI‑powered lead intelligence platform that transformed fragmented real estate tools into a unified, data-driven growth engine. By integrating CRM, website and marketing automation systems and validating predictive lead scoring through a human-AI MVP, I enabled automated lead qualification and personalized engagement. The platform increased lead efficiency by 50%, generated 32% more qualified leads, and lifted conversion rates 21%, demonstrating how intelligent automation can scale real estate agents' productivity while improving the client experience.
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Summary
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Summary
CASE STUDY: Residential Real Estate Leads
AI Lead Generation Automation
See additional KPIs in the "Results" shared below.
Conversion Lift
21%
See additional KPIs in the "Results" section below.
Summary
I led the end-to-end product strategy and launch of an AI-powered lead intelligence platform that transformed fragmented real estate tools into a unified, data-driven growth engine. By integrating website, AI chatbot, CRM, and marketing automation systems and validating predictive lead scoring through a human-AI MVP, I enabled automated lead qualification and more personalized engagement. The platform increased lead efficiency by 50%, generated 32% more qualified leads, and lifted conversion rates by 21%, demonstrating how intelligent automation can scale real estate agents' productivity while improving the client experience.
46%
B2C Revenue Growth
I launched a 0→1 enterprise SaaS-style Offer Management platform that cut marketing promotion wait time from months to a day and unlocked major revenue and efficiency gains.
I launched a 0→1 enterprise SaaS-style Offer Management platform that cut marketing promotion wait time from months to a day and unlocked major revenue and efficiency gains.
I launched a 0→1 enterprise SaaS-style Offer Management platform that cut marketing promotion wait time from months to a day and unlocked major revenue and efficiency gains.
I launched a 0→1 enterprise SaaS-style Offer Management platform that cut marketing promotion wait time from months to a day and unlocked major revenue and efficiency gains.
Summary
Summary
Summary
Summary
46%
B2C Revenue Growth
Manual Workflows
System Constraints
Engineering Dependency
Major Problem
Manual Workflows
System Constraints
Engineering Dependency
Data Management
Bottlenecks
Time-to-Market (TTM)
Real estate teams members struggled to grow their average amount of conversions due to three primary system related failures: * Data Silos: Disconnected websites and CRMs caused agents to miss "hot" intent signals of true buyers and sellers, such as prospects searching multiple out-of-state relocations within an hour which eventually was lost to a competitor. Additionally, decisions were made on 'gut feeling' rather than data, making it impossible to easily identify which niches were most profitable and how soon (e.g., relocation or upsizing). * Generic Engagement: A "one-size-fits-all" marketing approach failed to provide the tailored content needed to move high-value targeted segments through the funnel. * Operational Drag: Manual qualification and slow response times forced agents to waste hours on low-intent "tire kickers" while high-equity sellers moved to competitors because of delayed connections. 40%–60% of leads drop out of the funnel before meaningful contacts by agents, creating a massive bottleneck driven by delays getting lead info to agents, untargeted nurturing content for specific segments and inefficient operations.
One of my presentations to real estate team members regarding targeted segments and lead growth via AI model integrations.
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Limited artifact disclosure due to confidentiality and proprietary info
Manual Workflows
System Constraints
Engineering Dependency
Data Analysis
Time-to-Market (TTM)
Bottlenecks
Limited artifact disclosure due to confidentiality and proprietary info
Data Analysis
Time-to-Market (TTM)
Bottlenecks
46%
B2C Revenue Growth
Challenges
Real estate team members operated with a fragmented CRM, inconsistent property data feeds (i.e., IDX feeds), and marketing tools that lacked open APIs. Beyond the technical complexity, many agents feared that AI automation would take over the relationship-driven nature of their business or push away sensitive clients, making stakeholder buy-in a delicate challenge. Operating with limited analytics support and navigating strict Fair Housing and data privacy compliance requirements, I had to prove the value of AI automation while also ensuring personal touches and trusts are very much needed by clients from real estate agent and that the value of their time with prospects and lead generation increases. This wasn’t just a tech challenge. It was a people challenge, a data challenge, and a systems challenge, all happening simultaneously. Proof-of-concepts and manual demonstrations had to be done.
_edited.png)
Limited artifact disclosure due to confidentiality and proprietary info
Product Strategy
System Integration
AI/Machine Learning
MVP
Cross-Functional Leadership
Data-Driven Decision Making
_edited.png)
Collaborating with Engineering to ensure the platform supports experimentation, segmentation, and rapid iteration — critical drivers of digital subscription growth.
46%
B2C Revenue Growth
Key Actions
Due to very limited resources, I stepped in both as Principal Product Manager and Senior Product Owner, starting with a strategic mindset regarding market research, key objectives and initial deliverables (e.g., Product Strategy, Business Case, Project Charter, etc.), and collaboration of proof-of-concept with engineering, and then a bold "Human AI" MVP to validate the entire concept before scaling technology. I manually executed a targeted segment journey, aggregating property ownership data, behavioral signals, and outreach campaigns to test engagement and confirm that automation would increase, not replace, agent relationships. This unlocked stakeholder buy-in and refined the product strategy, allowing me to collaborate strongly with engineering and a designer for a phased integration roadmap: syncing the CRM, website and marketing automation, establishing a single source of truth, cleansing fragmented data, and building a predictive lead-scoring engine based on high-intent digital breadcrumbs. Throughout, I led cross-functional collaborations, conducted TAM/SAM/SOM analysis across 40 Philadelphia-area markets, and positioned every decision around empowering agents to focus on relationships while the system handled qualification and long-cycle nurturing (including constant assessments and AI training).
Limited artifact disclosure due to confidentiality and proprietary info
Vision
Collaboration
Feasibility
Scope / Trade-Offs
Integrations
Scalability
Hypothesis Testing
Predictive Modeling
Product Validation
Experimentation
Human-in-the-Loop AI
Conversion Rate Optimization (CRO)
Vision
Scope / Trade-Offs
Feasibility
Dependencies
Scalability
Integrations
46%
B2C Revenue Growth
Data Management
Bottlenecks
Time-to-Market (TTM)
MVP Definition
Release Planning
Outcome-Based Delivery
Solutions
Integrations unified a website, CRM, marketing automation, and AI chatbot engagement, bridging operational efficiency and enabling immediate notifications. Additionally, major SEO keywords were applied front-end and back-end to improve website ranking and attracting organic traffic. Landing pages for specific targeted segments gave people clear, personalized guidance, while a 24/7 AI assistant captured what they cared about and sent it straight into the CRM. Automated workflows replaced guesswork with consistent, data‑driven qualification, and predictive scoring highlighted the leads who are most ready to move. Personalized nurturing kept long‑term prospects engaged without agents having to lift a finger. By removing data silos and creating a seamless, real‑time experience, the platform helped agents stop wasting time on low‑intent inquiries and focus on the opportunities most likely to turn into contracted consumers sooner rather than later.
Limited artifact disclosure due to confidentiality and proprietary info
System Integration
APIs & Data Pipelines
Collaboration
Scalability
Predictive Lead Scoring
ETL & Single Source of Truth
MVP Definition
Release Planning
Outcome-Based Delivery
Stakeholder Alignment
Prioritization
Refinement
Edge-Case Coverage
Acceptance Criteria
Definition of Done
46%
B2C Revenue Growth
Results
The system handled the data via predictions, prioritization and personalized nurturing so that agents could focus on relationship-building and closing transactions rather than manual lead management. This further allowed them to scale without losing the personal, one-on-one connections that drive successful lead conversions. Because of that, they could take on more clients, handle more leads, and grow their business without burning out.
KPIs
KPIs
+21% Conversion Lift: Predictive lead scoring and real-time engagement helped agents focus on prospects most likely to schedule consultations
50% Lead Efficiency: Automated lead scoring and workflows reduced time spent on low-intent prospects
~70% Reduction in Manual Follow-Ups: Marketing automation and AI engagement replaced time-consuming manual outreach
+32% Qualified Lead Generation: Targeted landing pages, SEO improvements and AI-powered engagement increased high-intent inquiries
46%
B2C Revenue Growth
"Cordie built and delivered the first end-to-end Offer Management platform that fundamentally changed how we grow revenue — turning a months-long process into a scalable growth engine. She is one of the rare individuals who can operate at the intersection of strategy, technology, and execution and consistently deliver material business results."
​
- CLAY FISHER
SVP, Consumer Marketing & Revenue
"Cordie led the creation of the first end-to-end Offer Management platform at The New York Times, transforming a months-long process into a scalable revenue engine. Her rare ability to unite strategy, technology, and execution enabled faster growth and exceptionally earned her another NYT Award."
​
- CLAY FISHER
SVP, Consumer Marketing & Revenue
"Cordie built and delivered the first end-to-end Offer Management platform that fundamentally changed how we grow revenue — turning a months-long process into a scalable growth engine. She is one of the rare individuals who can operate at the intersection of strategy, technology, and execution and consistently deliver material business results."
​
- CLAY FISHER
SVP, Consumer Marketing & Revenue
"Cordie led the creation of the first end-to-end Offer Management platform at The New York Times, transforming a months-long process into a scalable revenue engine. Her rare ability to unite strategy, technology, and execution enabled faster growth and exceptionally earned her another NYT Award."
​
- CLAY FISHER
SVP, Consumer Marketing & Revenue
​
Different Industries. Different Domains. Same Results.
EFFICIENCY * GROWTH * CUSTOMER SATISFACTION
Case Studies
Real problems. Real Challenges. Real Solutions.
46% Revenue Growth
I led the end-to-end launch of a 0→1 platform that accelerated go-to-market speed, reduced operational overhead, and drove measurable business impact:
18% Drop in Cart Abandonment
I redesigned the purchase flow using data and experimentation to reduce friction and recover high‑value revenue.
Major Problem
Real estate teams members struggled to grow their average amount of conversions due to three primary system related failures: * Data Silos: Disconnected websites and CRMs caused agents to miss "hot" intent signals of true buyers and sellers, such as prospects searching multiple out-of-state relocations within an hour which eventually was lost to a competitor. Additionally, decisions were made on 'gut feeling' rather than data, making it impossible to easily identify which niches were most profitable and how soon (e.g., relocation or upsizing). * Generic Engagement: A "one-size-fits-all" marketing approach failed to provide the tailored content needed to move high-value targeted segments through the funnel. * Operational Drag: Manual qualification and slow response times forced agents to waste hours on low-intent "tire kickers" while high-equity sellers moved to competitors because of delayed connections. 40%–60% of leads drop out of the funnel before meaningful contacts by agents, creating a massive bottleneck driven by delays getting lead info to agents, untargeted nurturing content for specific segments and inefficient operations.
One of my presentations to real estate team members regarding targeted segments and lead growth via AI model integrations.
.png)
Challenges
Real estate team members operated with a fragmented CRM, inconsistent property data feeds (i.e., IDX feeds), and marketing tools that lacked open APIs. Beyond the technical complexity, many agents feared that AI automation would take over the relationship-driven nature of their business or push away sensitive clients, making stakeholder buy-in a delicate challenge. Operating with limited analytics support and navigating strict Fair Housing and data privacy compliance requirements, I had to prove the value of AI automation while also ensuring personal touches and trusts are very much needed by clients from real estate agent and that the value of their time with prospects and lead generation increases. This wasn’t just a tech challenge. It was a people challenge, a data challenge, and a systems challenge, all happening simultaneously. Proof-of-concepts and manual demonstrations had to be done.
_edited.png)
Limited artifact disclosure due to confidentiality and proprietary info
Collaborating with Engineering to ensure the platform supports experimentation, segmentation, and rapid iteration — critical drivers of digital subscription growth.
Key Actions
Due to very limited resources, I stepped in both as Principal Product Manager and Senior Product Owner, starting with a strategic mindset regarding market research, key objectives and initial deliverables (e.g., Product Strategy, Business Case, Project Charter, etc.), and collaboration of proof-of-concept with engineering, and then a bold "Human AI" MVP to validate the entire concept before scaling technology. I manually executed a targeted segment journey, aggregating property ownership data, behavioral signals, and outreach campaigns to test engagement and confirm that automation would increase, not replace, agent relationships. This unlocked stakeholder buy-in and refined the product strategy, allowing me to collaborate strongly with engineering and a designer for a phased integration roadmap: syncing the CRM, website and marketing automation, establishing a single source of truth, cleansing fragmented data, and building a predictive lead-scoring engine based on high-intent digital breadcrumbs. Throughout, I led cross-functional collaborations, conducted TAM/SAM/SOM analysis across 40 Philadelphia-area markets, and positioned every decision around empowering agents to focus on relationships while the system handled qualification and long-cycle nurturing (including constant assessments and AI training).
Limited artifact disclosure due to confidentiality and proprietary info
Vision
Scope / Trade-Offs
Feasibility
Dependencies
Scalability
Integrations
Solutions
Integrations unified a website, CRM, marketing automation, and AI chatbot engagement, bridging operational efficiency and enabling immediate notifications. Additionally, major SEO keywords were applied front-end and back-end to improve website ranking and attracting organic traffic. Landing pages for specific targeted segments gave people clear, personalized guidance, while a 24/7 AI assistant captured what they cared about and sent it straight into the CRM. Automated workflows replaced guesswork with consistent, data‑driven qualification, and predictive scoring highlighted the leads who are most ready to move. Personalized nurturing kept long‑term prospects engaged without agents having to lift a finger. By removing data silos and creating a seamless, real‑time experience, the platform helped agents stop wasting time on low‑intent inquiries and focus on the opportunities most likely to turn into contracted consumers sooner rather than later.
MVP Definition
Outcome-Based Delivery
Prioritization
Refinement
Release Planning
Limited artifact disclosure due to confidentiality and proprietary info
Stakeholder Alignment
Acceptance Criteria
Edge-Case Coverage
Definition of Done
Limited artifact disclosure due to confidentiality and proprietary info
Results
The system handled the data via predictions, prioritization and personalized nurturing so that agents could focus on relationship-building and closing transactions rather than manual lead management. This further allowed them to scale without losing the personal, one-on-one connections that drive successful lead conversions. Because of that, they could take on more clients, handle more leads, and grow their business without burning out.
KPIs
KPIs
50% Lead Efficiency: Automated lead scoring and workflows reduced time spent on low-intent prospects
+21% Conversion Lift: Predictive lead scoring and real-time engagement helped agents focus on prospects most likely to schedule consultations
~70% Reduction in Manual Follow-Ups: Marketing automation and AI engagement replaced time-consuming manual outreach
+32% Qualified Lead Generation: Targeted landing pages, SEO improvements and AI-powered engagement increased high-intent inquiries
KPIs
46% increase in digital subscription revenue
$200K+ in annual operational savings
Offer creation time dropped from 2-3 months to 24 hours
KPIs
Case Studies
Real problems. Real Challenges. Real Solutions.
I led the end-to-end launch of a 0→1 platform that accelerated go-to-market speed, reduced operational overhead, and drove measurable business impact
46% Revenue Growth
