Overview
The CRM module serves as the foundation of Evergreen, managing the complete customer lifecycle from initial lead capture through project completion and beyond.
Key Features
Lead Management
- Multi-source capture: Web forms, phone calls, referrals, and third-party lead providers
- Intelligent routing: Automatic assignment based on territory, workload, and rep performance
- Oracle ML Scoring: Custom ML model predicts sale likelihood and optimal rep assignment
- Duplicate detection: Automatic identification and merging of duplicate contacts
Oracle ML Integration
The CRM integrates with Oracle, our custom-trained ML model:
- Sale Prediction: Probability score for each lead based on historical patterns
- Rep Matching: Ranks which sales rep has the best chance of closing
- Lift Calculation: Measures improvement over baseline random assignment
- Data Sources: Geolocation, soft credit, market data, historical outcomes
Property Data Enrichment
Automatic enrichment of contact records with property intelligence:
- Geodata: Lat/lng coordinates, neighborhood context, proximity to branches
- Property Data: Home characteristics, estimated value, ownership info
- Market Context: Local trends, seasonality factors
Address Validation
SmartyStreets integration for address quality:
- Real-time Validation: Verify addresses as they're entered
- Standardization: Normalize to USPS format
- Geocoding: Automatic lat/lng assignment for mapping
- Deliverability: Flag undeliverable addresses
Pipeline Management
Visual kanban-style pipeline with:
- Drag-and-drop stage progression
- Customizable pipeline stages per product line
- Automated stage transitions based on events
- Stale lead alerts and escalations
Contact Bucketing System
Intelligent call queue management for telemarketing:
- Buckets: Configurable groups that control call priority and timing
- Call Rules: Per-bucket rules for delay periods (days/hours/minutes)
- Weighted Priority: Some buckets get more attention than others
- Automatic Transitions: Contacts move between buckets based on call results
- Attempt Tracking: Track total calls and bucket-specific attempts
Sticky Number Assignment
Consistent caller ID for better answer rates:
- Sticky Numbers: Each contact gets assigned a consistent Twilio number
- Answer Rate Optimization: Customers see same number = higher pickup rate
- Audit Trail: Track when/how sticky number was assigned (AMD, outbound call, SMS)
- DNC Compliance: Full audit for Do Not Call/Text with source tracking
Activity Tracking
Complete history of all customer interactions:
- Calls, emails, and meetings logged automatically
- Notes and follow-up tasks
- Document uploads and associations
- Timeline view of all activity
Automation Engine
Event-driven workflow automation via Trigger.dev handles multi-step follow-up sequences, conditional logic based on lead scores and sources, and scheduled task creation—saving hours of manual work daily.
Technical Implementation
State Management
Pinia stores manage reactive client-side state with computed views (leads grouped by pipeline stage), optimistic updates, and persistence across sessions.
Real-time Updates
WebSocket integration for live collaboration:
- Instant updates when leads are modified
- Presence indicators showing who's viewing a record
- Live notifications for assignments and mentions
Results
The CRM module has transformed how the sales team operates:
- 50% faster lead response times
- 30% improvement in lead-to-appointment conversion
- Zero lost leads due to follow-up failures
- Complete visibility into team performance
