Case study · Real estate · Lead follow-up automation
Eda Property: every new lead gets the emails written for the ad they answered
Eda Property is an Australian property strategy firm. It runs four Facebook and Instagram lead ads, each aimed at a different kind of buyer. The founder's own Zapier build had stalled on a bug. We audited the account without changing anything, rebuilt the follow-up as four ad-specific email sequences, proved them on the first real leads and kept watch after launch.
- Client
- Eda Property, property strategy, Australia
- Engagement
- Takeover, audit, build, testing and operations
- Period
- 29 April to 3 July 2026
- Tools
- Meta Lead Ads, Zapier, Microsoft Outlook and Pipedrive
- Status
- Four sequences live. A call-driven second phase is designed and costed
- 4ad-specific sequences, one Zap each
- 16emails, sent on days 0, 3, 7 and 14
- 8 of 8routing decisions correct on the first real leads
- 92%smaller emails, from 47 KB down to 3.8 KB
The problem
Each of the firm's four ads speaks to a different buyer, and every lead is offered a free 30-minute call. The follow-up lived in a single draft Zap that tried to serve every ad. Only one ad had an email, and its greeting came out as “Hi ,” because the name field had been deleted. Three ads had no follow-up at all.
Both accounts held live contacts, live deals and Zaps that fire on real leads, so nothing could be changed carelessly.
What we built
A read-only audit first.
We read the Zapier account and the CRM before touching either. No real lead had ever received a broken email, so a rebuild was safe.
One Zap per ad.
We replaced the single Zap with four independent ones, each filtered on its ad. A fault in one ad's sequence cannot stall the other three, and each can be paused on its own.
A 14-day cadence.
Each lead gets a welcome on day 0, a check-in on day 3, a free guide matched to their ad on day 7 and a last email on day 14. That is nine steps per Zap and 36 in all.
Emails that survive the trip to the inbox.
The first test showed a broken logo and garbled characters. We fixed both in the source files, which also cut each email from about 47 KB to 3.8 KB. All 32 email and SMS files were checked against the firm's brand rules before use, with no violations.
Testing without touching a real lead.
Test sends went to an internal inbox. Routing was tested through a preview of the live ad, which submits a real form without spending on ads.
Proven on the first real leads
Two real leads arrived from one ad. Each was checked against all four Zaps, which makes eight routing decisions. All eight were correct: the right Zap sent the day 0 email, and the other three filtered the lead out.
Watching it after launch
Automations fail quietly, so we kept watching once real leads were flowing.
- A missed welcome. Six leads from one ad received the day 3 email first. We fixed the step and gave the founder two ways to recover those six.
- Emails at 2 a.m. We proposed holding any send between 8 p.m. and 8 a.m. until morning.
- The CRM, checked. All 35 CRM automations were active, and all 81 runs in the previous seven days had succeeded.
Under the hood: tools and what was delivered
Tools: Meta Lead Ads as the trigger. Zapier for the four sequences. Microsoft 365 as the sending mailbox. Pipedrive as the CRM.
Delivered: 4 Zaps with 36 steps, 16 emails, a read-only audit report, a runbook for the Zapier editor, a testing method that needs no ad spend, and a costed design for a second phase in which each email is triggered by the outcome of a sales call.
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