The Gold Mine You Don’t Realize You’re Sitting On
Written By Stephanie Betters, CEO, Left Main REI
If there’s one thing I’ve learned from years of investing, running a business, and speaking to thousands of real estate entrepreneurs, it’s this:
Your CRM is a gold mine. Most of us just don’t know how to mine it.
When I first started in real estate, like a lot of you, I was focused on building my pipeline, making sure my CRM was stuffed with leads. Fast forward a few years, and I realized something that surprised me:
I wasn’t starving for leads. I was choking on them.
This isn’t just my story. It’s the story of every investor who’s been in the game long enough. The longer you’re in business, the more data you collect. Leads who came in through mailers three years ago. Sellers who ghosted you six months ago. People you marked as “follow up later” but never did. These aren’t cold leads. They’re your competitive advantage, if only you could see what was happening with them in real time.
That’s the pain point we built DealSignals to solve.
From Static CRM to Living System
A CRM isn’t just where you house leads. It should be your most valuable asset, working on your behalf to tell you, “Here’s the next opportunity. Here’s who’s ready right now.”
But CRMs haven’t worked that way. They’ve been static repositories, forcing your teams to waste time clicking through lists, calling people at random, hoping they strike gold. Meanwhile, leads are slipping through the cracks and sellers are listing properties, going into foreclosure, or offloading homes without you ever knowing.
That’s why we built DealSignals. We wanted to turn your CRM from a graveyard of forgotten leads into a living, breathing, real-time revenue engine.
Why This Matters Now
AI is transforming industries at a pace we haven’t seen since the Industrial Revolution. But in real estate, adoption lags because most solutions are either too complex, too generic, or built by people who don’t understand the nuance of our work.
We built DealSignals because we needed it. In my own investment business, I needed a way to know, without fail, when something changed for the people in my system. A foreclosure notice. A tax default. A property suddenly vacant. A sale.
I wanted to know when it happened — not weeks later when I pulled a list, but now. And I wanted my CRM to tell me without me having to go search for it.
So we took action.
How It Works
DealSignals monitors every property in your CRM in near real time — hourly updates, not monthly list pulls. If someone goes into pre-foreclosure, your system updates. If someone’s home sells, your record updates. No manual list scrubbing. No re-importing. No guessing.
It doesn’t stop there. DealSignals also looks outside your CRM, scanning your local markets to bring in new prospects — absentee owners, tax defaults, vacant properties — and auto-creates leads for you inside your CRM.
What used to take spreadsheets, skip tracing, list stacking, and endless manpower now happens automatically. Your CRM becomes alive — surfacing the leads that matter most, so you’re not wasting time on people who’ve already sold or aren’t motivated.
The Impact on Your Business
Think about how your team works today. Lead managers open their CRM to a list of a hundred follow-ups. They don’t know who’s urgent, who’s sold, or who’s worth their time. They just call. Over and over. Low return, high frustration.
With DealSignals, they log in and see a hot list. These are the people who’ve had a real event happen — foreclosure, eviction, tax default. This isn’t busywork. This is action with purpose.
Better yet, your CRM tells you who to stop calling — people who’ve sold or listed on MLS — saving time and money while tightening your strategy.
Why It’s Innovative
Everyone claims they have AI. Everyone claims they have data. What makes DealSignals different is how it bridges your unique CRM data — your conversations, your notes, your history — with the best available public data, live and in sync. That’s something list providers can’t offer. They give you raw data. We give you actionable intelligence.
We didn’t invent public records. We innovated by making them finally usable — layered with your own data, in real time, automatically informing how you work. That’s where the magic happens.
And because it’s built on Salesforce, it scales. It’s fast. It’s enterprise-grade tech made accessible for the small, mighty investor.
The Bigger Picture
Ultimately, this isn’t just about software. It’s about empowering you to run a smarter business — to scale without adding headcount, to grow without adding chaos, to make decisions with data, not gut feelings.
We’ve been piloting DealSignals with some incredible clients, and the feedback has been clear:
It’s a game-changer.
More deals, faster closes, less wasted effort. That’s what innovation looks like when it’s rooted in solving real problems for real people.
If you’re ready to treat your CRM like the gold mine it is, we’re ready to help you get there.