How to connect ChatGPT and Claude to your estate agency CRM
Updated: 6 hours ago
Your CRM holds the people. Live market data tells you what has changed. ChatGPT or Claude can help you turn that information into a clear campaign instruction. The useful part is joining those three things so the campaign actually runs.
This guide explains the connection, what to prepare and how to write a first prompt that is specific enough to use.
What does an MCP connection actually do?
MCP stands for Model Context Protocol. It provides a standard way for an AI application to use tools exposed by another service. A connected tool might find an audience or create a campaign. The available actions depend on that service and the permissions granted.
In the Valuation Leads workflow, the connection runs from ChatGPT or Claude through Valuation Leads to the connected CRM and communication channels. Valuation Leads creates and manages the campaign. Simply opening a normal chat does not give the assistant access to your database.
Prepare these five things first
A connected CRM with current applicant requirements, property records and communication preferences.
The agency mailbox or WhatsApp Business account that should send the messages.
A clear audience: location, price range, property type and current status.
A short brand brief: how you introduce yourself, words you use and claims you avoid.
A sequence rule: timing, maximum sends and the events that stop follow-up.
Choose one branch and one campaign for the first setup. It is easier to spot a mismatched postcode or missing budget field in a small audience than in a whole database.
Connect the services in the right order
First connect your CRM to Valuation Leads and check that the records you expect are available. Next connect the sending account you intend to use. Then enable the Valuation Leads connection in your supported ChatGPT or Claude environment using the connection details supplied by Valuation Leads.
Availability and administrator permissions depend on your AI account and workspace. Follow the current OpenAI MCP app guidance or Claude custom connector guidance. These services may also request confirmation for particular actions.
Do not paste a spreadsheet of names, email addresses and phone numbers into a chat to achieve the same result. Keep recipient selection and sending within the connected workflow.
Use this six-part prompt structure
Audience + event + message + channel + timing + stop condition.
Create a campaign for active applicants looking for two-bedroom flats in SW6 with a rental budget covering £2,000 pcm. Use our connected WhatsApp Business account to introduce the new garden flat on [road], using the verified property details. Send an initial message and up to two follow-ups, three days apart. Stop the sequence when someone replies, books, declines or opts out. Do not include archived or suppressed contacts.
The audience and price basis matter. “£2,000” without “pcm” leaves room for a mistake. “Buyers” and “tenants” are different audiences. An exact property reference is more useful than “the flat we just took on”.
Turn a one-off campaign into a repeatable trigger
A one-off campaign uses a selected audience at a particular moment. A trigger watches for a condition and starts a sequence when a record meets it.
When a property in our target area has been on the market with another agent for eight weeks, include eligible contacts in our valuation campaign. Offer a fresh review of the marketing approach. Use email, with a maximum of three messages over three weeks. Exclude current clients and anyone already in an active conversation.
Treat this as a campaign brief. Map the requested conditions to the fields and actions available in your connected system. If a required field is missing, resolve it rather than letting the campaign guess.
Check the outcome, not just the prompt
For the first run, check the selected audience, sender, schedule and actual delivery status in Valuation Leads. A chat response saying a campaign was created is different from a message being delivered.
Measure relevant replies, viewing requests, valuation opportunities and bookings separately. That tells you whether the problem is audience selection, the offer, delivery or appointment handling.
Start with one useful workflow
You do not need to automate the entire agency on day one. Start with a new-listing call-out or a focused valuation follow-up, learn from the replies and build from there.
Put it to work with Valuation Leads
Start free with 500 credits: enough for 500 emails, 500 WhatsApp messages or 50 letters, or a mix within your allowance. Email and WhatsApp use 1 credit each; letters use 10 credits each. It is a one-off starter allowance.
Want us to build and manage the campaigns for you? Managed includes 100 valuations guaranteed. Explore Managed and book a demo to see the programme for your agency. The guarantee covers qualifying valuation opportunities under the guarantee terms.