The task
The business helps clients buy property and arrange the financing, and one applicant is often sent to several lenders at once. Before the rebuild, every case was created by hand. Data was retyped, lender progress was hard to follow and follow-up emails went out late.
What I built
- A website that collects structured data. In Webflow I built multi-step application forms with validation, questions that change with the type of financing and digital consent capture.
- A contact in GoHighLevel for every application, with mapped fields, custom fields for the chosen lenders, tags for the financing type and the stored consent.
- One deal per lender. A single applicant gets a separate opportunity for each lender, with its own status and pipeline stage. Duplicate deals are blocked.
- Emails driven by events, not just timers. Kit receives tags from the CRM and sends onboarding and follow-up emails by lender and by case status. The team can override a sequence by hand.
- Internal notifications and checks so a case cannot get stuck in a half-created state.
Decisions that mattered
A deal per lender, not per client. Each lender moves at its own pace. Separate opportunities let the team see where every application stands without notes in the margins.
Validation at the form, not in the CRM. Data that is checked before it is sent does not need cleaning later.
Tags as the single language between systems. The CRM decides the state of a case, and the email platform only reacts to it.
What changed for the team
An application now goes from the website to the CRM, the lender pipelines and the right emails without exports, copying or manual triggers. The team works the cases instead of creating them.