A Home Builder in Texas Builds a Strong Foundation with Salesforce + Agentforce Service and SDR Agents

The Challenges

Our client in the Construction Industry, a Texas-based homebuilder, faced several operational challenges as they sought to modernize their Marketing and Sales operations while improving collaboration across their teams.

Their legacy systems created data silos, manual inefficiencies, and limited visibility across departments, making it difficult to deliver a seamless experience for prospective homebuyers. They also needed to improve their internal HR processes to enhance employee support and efficiency.

Some of the key challenges they faced included:

Siloed Marketing & Sales Teams: Disconnected systems led to fragmented workflows, making it difficult to unify efforts and create a consistent buyer experience.

Inconsistent Data Tracking: Tracking and managing leads, campaigns, and opportunities across multiple platforms resulted in data inaccuracies and inefficiencies.

Manual Opportunity Processes: The opportunity and bid workflows relied heavily on manual processes, increasing the risk of delays and errors.

Limited Scalability: Their existing systems couldn’t support the company’s rapid growth and future initiatives.

Poor User Experience: Teams struggled with cumbersome tools that limited productivity and adoption.

Inefficient HR Support: Employees lacked a streamlined way to access HR information, leading to delays and inefficiencies in addressing routine questions about PTO, holidays, and company policies.

The Solution

To address these challenges, Kelley Austin implemented an extensive solution leveraging Salesforce Sales Cloud, Marketing Cloud Account Engagement (formerly Pardot), MuleSoft, and Agentforce.

This integrated technical architecture not only helped our client break down silos but also streamlined operations and laid the groundwork for scalability. Some of the key solutions included:

Unified Marketing & Sales Efforts: By integrating MCAE and Sales Cloud, Impression Homes aligned their marketing and sales teams to deliver a seamless, engaging experience for prospective buyers.

Enhanced Data Integrity: MuleSoft’s integration capabilities created a single source of truth across Marketing, Sales, and ERP systems, improving data accuracy and tracking.

Optimized Opportunity Processes: Automation, validation rules, and selling guides improved the efficiency and accuracy of the opportunity and bid workflows.

Improved User Experience: By leveraging Salesforce’s user-friendly interface, teams could easily access the tools they needed, increasing adoption and productivity.

Scalable Foundation: The new architecture provides the flexibility to support future growth and new initiatives.

Agentforce Service Agent: Transforming the Employee Experience

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Agentforce, Salesforce’s suite of autonomous AI agents, is already shaping the future of work for companies across industries. We worked with our client to develop a POC for a custom Agentforce Service Agent to enhance the company’s internal HR support.

This AI Agent, built directly within the Salesforce platform, leverages the company’s internal knowledge base to answer employee questions about PTO, holidays, company policies, and more. Employees can interact with the Service Agent in a familiar chat format, reducing time spent searching for information and improving efficiency.

The Service Agent provides consistent and accurate responses, ensuring employees have reliable access to information whenever they need it. By automating routine HR inquiries, it alleviates the burden on HR staff, allowing them to focus on strategic initiatives and more complex employee needs. 

This improved accessibility and responsiveness create a more satisfying employee experience, fostering greater productivity and engagement across the organization.

Agentforce SDR Agent: Streamlining Lead Engagement

We also introduced a POC for an Agentforce SDR (Sales Development Representative) Agent, designed to automate and enhance sales outreach efforts.

This AI-powered agent can be configured to handle essential tasks such as:

• Automated Outreach: The SDR Agent sends initial emails to new sales leads, ensuring timely and consistent communication.
• Follow-Up Management: The agent seamlessly manages follow-up emails, keeping potential leads engaged without requiring manual intervention.
• Intelligent Replies: When leads respond, the SDR Agent can handle inquiries, provide information, and even schedule meetings — reducing the time sales teams spend on routine correspondence.

By automating these foundational tasks, an SDR Agent can empower our client’s sales teams to focus on higher-value activities, such as building relationships and closing deals. The result? A more efficient lead pipeline, better resource allocation, and an improved buyer experience.

This innovative use of AI Agents ensures no lead slips through the cracks, helping our client stay ahead in the competitive homebuilding market while maintaining a personal touch in their sales interactions.

Ongoing Partnership: Salesforce Managed Services

Additionally, Kelley Austin provides ongoing support through our Managed Services offering. This ensures that the company’s Salesforce org and systems evolve alongside the company’s business needs as they continue to scale.

Through our Managed Services engagement, Kelley Austin continues to support our client with activities such as training for end users and admins as well as ongoing enhancements to MCAE and Sales Cloud — including custom automations, dashboard creation, and data maintenance.

Customer Impact

The impact of these changes was transformational for our client — driving efficiency, collaboration, and scalability. Some of the key benefits include:

Improved Collaboration: Unified Marketing and Sales efforts have enhanced visibility and alignment between the two teams, creating a smoother buyer journey.

Increased Efficiency: Automation and integration have streamlined lead management, opportunity tracking, and internal workflows, reducing manual effort and errors.

Enhanced Customer Experience: A seamless platform ensures prospective buyers enjoy a consistent and engaging journey from lead to close.

Future-Ready Architecture: The scalable, integrated platform supports the company’s continued growth and evolving business needs.

Streamlined HR Support: Our client now has clear, actionable next steps to implement Agentforce and a solid understanding of how an Agentforce Service Agent can enhance employee support by delivering instant, accurate answers to routine inquiries — allowing HR staff to concentrate on more strategic initiatives.

By tackling their operational inefficiencies head-on and implementing an integrated, future-ready platform, our client has not only resolved longstanding challenges but also unlocked new opportunities for innovation and growth.

The seamless alignment of their marketing, sales, operational, and HR teams now enables them to deliver an unparalleled homebuyer and employee experience while maintaining the flexibility to adapt to market demands and scale alongside their ambitious goals.

Together, we’ve created a robust foundation that empowers our client to streamline processes, enhance collaboration, and drive measurable business results. In an increasingly digital world, companies like our client are setting a new standard for what’s possible — building not just homes, but stronger, smarter businesses that are ready to thrive in the future.