Rescore every lead after each interaction and send agents a ranked morning brief with Claude and Zapier MCP
Marcus Rush, founder and team leader of Rush Home, a residential real estate brokerage with eight agents, in a Zapier customer story
He built an AI agent called Russ, with its own email address. A lead-scoring algorithm built on Claude recalculates the score of a contact in a database of 11,000+ whenever a new interaction comes in (lead source, buyer or seller signals, area, price point, response timing, call duration) and writes it back to Follow Up Boss. Zapier MCP connects it to the CRM, Slack and Gmail, and every morning each agent gets an email with ranked leads and follow-up tactics drawn from the CRM notes. He is piloting calendar management next.
Claude $17/mo billed annually ($20 monthly); free plan available. Zapier Pro $19.99/mo billed annually ($29.99 monthly) for 750 tasks; free plan with 100 tasks/mo (plus your CRM)
Advanced · or we set it up for $197
Claude, Zapier, Zapier MCP, Follow Up Boss, Slack, Gmail
The problem
His automations around Follow Up Boss, the brokerage's CRM, could only do what the platform's built-in triggers and actions allowed, and agents had to log in to the CRM each morning to work out who to call.
What happened
Agents start the day from Russ's brief instead of logging in to Follow Up Boss to decide who to call. "With Zapier MCP, as long as I have the API docs, I can build exactly what I want," he says. No conversion figures are given. Vendor story.
Quoted in the source: Marcus Rush, founder and team leader, Rush Home. Source: Zapier blog: How a real estate broker built a custom AI agent on Zapier MCP (2026-05-12) · Added 2026-10-20.
How to set it up yourself
- What Rush Home did: a Claude-based lead score that updates after every interaction, connected to Follow Up Boss, Slack and Gmail through Zapier MCP, plus a daily ranked-lead email to each agent. This is a vendor story; the steps below are a simpler DIY version.
- Write your scoring rules in plain words first: which signals matter (lead source, buyer or seller, area, price point, how fast they replied, call length) and what makes a lead hot, warm or cold.
- Set up Zapier MCP (zapier.com/mcp), connect your CRM and email, and add it to Claude as a connector. Give it read access to contacts and notes first; turn on writing scores back to the CRM only after you've checked a week of results.
- Each morning, run the prompt below (or schedule it) and have each agent's list emailed to them. Spot-check about 10 scores a week against what actually happened and adjust the rules.
Copy-paste prompt
Using {CRM} contacts and notes with activity since {DATE}, score each lead from 1 to 100 using these rules: {MY SCORING RULES}. Then, for each agent on {AGENT LIST}, write a short morning brief: their top 10 leads ranked by score, one line on why, and a suggested follow-up based only on the CRM notes (no invented details). Show me the briefs before anything is sent or written back to the CRM.We set up one AI automation in your tools, live within 48 hours of getting access, for $197. No call needed. Founding price for our first 10 customers (regular $297).
One short email a day: 3 new AI use cases from real small businesses, each with its source and setup steps, plus a Tool of the Day. Free, no spam, unsubscribe anytime.
Tools used
Claude
AI assistant for writing, long documents, analysis and coding help.
From $17/mo billed annually ($20 monthly) (checked 2026-10-18)
Visit site →
Zapier
Connects apps and automates workflows, with AI steps and agents.
From Pro $19.99/mo billed annually ($29.99 monthly) for 750 tasks; free plan with 100 tasks/mo (checked 2026-10-20)
Visit site →Some tool links may be affiliate links. Disclosure
Checked prices: Claude: from $17/mo billed annually ($20 monthly) (verified 2026-10-18) · Zapier: from Pro $19.99/mo billed annually ($29.99 monthly) for 750 tasks; free plan with 100 tasks/mo (verified 2026-10-20)
Rather not do it yourself?
The $197 Quick-Win: we set up one AI automation that saves you hours each week, in accounts you own, live within 48 hours of getting access. No call needed. Refund if it isn't live in 48 hours or isn't doing its job in the first 14 days. Founding price for our first 10 customers (regular $297). Terms.
See the $197 Quick-WinNeed more than one automation or ongoing care? Bigger setups: $149/mo with setup included (6-month minimum), or $497 pay-once. Satisfaction guarantee: we'll fix it until it works. Pay-once setups: or we refund your setup fee. $149/mo plan: cancel in the first 30 days and we refund your first month. We reply within 1 business day.
Related for Real estate
Draft a month of real estate social posts with ChatGPT and repurpose the winners
Each evening ChatGPT drafted 20 to 30 short Threads posts, which he scheduled; the best performers became Canva quote cards, then 30 to 6…
ChatGPT
Canva AI (Magic Studio)TThreadsWrite listing descriptions with ChatGPT and keep the agent's voice
The broker uses the free ChatGPT to draft property listings and other mundane writing, then edits for accuracy and SEO.
ChatGPTUse ChatGPT for listing copy, client follow-ups and market reports
ChatGPT drafts listing descriptions, personalised follow-ups using past conversations with each client, and neighbourhood market reports …
ChatGPTCanva AI (Magic Studio)Running something like this in your business? Submit your use case and we'll credit you with a link.
Get 3 new AI use cases every morning
One email every morning: 3 new AI use cases from real small businesses, each linked to its source, plus a Tool of the Day. Free. No spam, unsubscribe anytime. Privacy
Rather have one set up for you? The $197 Quick-Win.