Urgency directive: Every workflow optimizes for speed to signed contract. LOIs and commitments are internal milestones only. The external and executive metric is Contract Signed. Do not report "commitments" to Stuart or Lennar.
Quick Navigation
1️⃣
Inbound Landowner
Address intake → feasibility → LOI
Fast Fit Screen
5-min pre-screen checklist
2️⃣
Investor Land Sourcing
Criteria intake → Top 10 → contract
🔍
Viability Filter
3-stage: Dimensional / Financial / Logistical
💰
BYOH Pricing
$275/SF vertical · $400/SF all-in
🔧
Tech Stack
Which tool for which job
💬
Objection Handling
Scripts for pricing, stormwater, timeline
📊
Weekly Report
Exec-ready template for Lennar reviews
Pipeline Stages at a Glance
StageInternal MeaningReport to Lennar?
New LeadAddress + contact only; no screen runNo
Qualified LeadFast Fit passed; intent + timeline confirmedNo
Feasibility3-stage filter runningNo
LOI SentAgreement drafted and out for reviewSecondary metric only
LOI SignedBoth parties executed — leading indicatorSecondary metric only
Contract SentContract out for signature; legal reviewedYes — note as pending
Contract Signed ✓THE ONLY NUMBER THAT COUNTSYes — primary metric
ClosedTransaction completeYes
Critical: Never use "commitment" or "verbal" when reporting to Stuart or Lennar. The only numbers that matter externally are Contract Signed and (secondarily) Contract Sent.
Stage NameDefinitionExternal LanguageHubSpot Stage
New LeadInbound with address + contact only; no screening done"Exploring options"new_lead
Qualified LeadFast Fit Screen passed; owner intent confirmed; contact responsive"Evaluating your site"qualified_lead
Feasibility In Progress3-stage viability filter running; call completed"Running feasibility"feasibility_in_progress
Feasibility CompleteFilter done; Pass/Fail/Edge determined; path communicated"Site looks promising"feasibility_complete
LOI SentLetter of Intent drafted and sent; using standard template"Agreement sent for review"loi_sent
LOI SignedBoth parties signed — leading indicator, not a contract"Agreement executed"loi_signed
Contract SentLegal-reviewed contract out for signature"Contract out for signature"contract_sent
Contract Signed ✓Both parties signed. Primary reportable metric."Under contract"contract_signed
ClosedTransaction complete; funds transferred or build started"Closed"closed
DisqualifiedHard fail on filter, unresponsive ×3, or pricing mismatchN/Adisqualified
NurtureNot ready now; re-touch in 30/60/90 daysN/Anurture
Note on "commitment": This term caused the most friction in the March Lennar review. Internally it refers to early-stage buyer interest only — roughly equivalent to a verbal intent. It has no contractual standing and must never be reported as a sale or contract to leadership.
TermUse WhenDo NOT Say
Contract SignedReporting to executives; any Lennar meetingCommitment, verbal, promise to buy, sale
LOI SignedInternal pipeline reporting as a leading indicator"Signed contract" — it is not
CommitmentEarly-stage internal tracking only; never externalSale, contract, locked
Feasibility PassedInternal milestone after 3-stage filter"It's approved," "it's cleared," "it's a go"
Pass-through cost estimateWhen explaining ROM line items (stormwater, driveway, etc.)"Fixed cost," "required cost" before engineering confirms
Home site fitThe constraint between buyer inventory and viable lot supply"Inventory problem" (too vague for executive context)
Vertical constructionThe above-grade building work covered by $275/SF pricing"Construction" (ambiguous — does it include horizontal?)
Horizontal / land developmentSite prep: grading, utilities, driveway, stormwater, permits"Extra costs" (too vague)
All-in / white gloveThe $400/SF Option B pricing tier"Full service" (not our language)
SpreadFinancial viability calculation (see Financial Gate)Used in acquisition context only — not applicable to BYOH investor deals
Triggers

Meta lead form · Website contact form · Direct email/phone · Broker referral · Property Radar outreach response · Mailer/SCALR response

SLA Summary
Auto-ack email sent
≤ 5 min (automated)
De-dupe + rep assignment
≤ 1 hour
Enrichment (canibuild + Property Radar)
≤ 2 hours
First human touch
≤ 24 hours
Triage decision (pass/fail/edge/nurture)
Same day as qual call
Feasibility pack complete
≤ 72 hours from qual call
LOI sent after Feasibility Pass
Same business day
Contract sent after LOI Signed
≤ 3 business days
Step-by-Step Process
  1. Intake & De-dupe (0–60 min)
    Meta leads auto-push to HubSpot. All other sources: rep creates contact + deal within 1 hour. De-dupe by email, phone, and APN/address. Merge if duplicate exists — do not create a second deal. Assign rep. Trigger auto-ack email (Template A1).
  2. Data Enrichment (≤ 2 hours)
    Run canibuild (zoning, setbacks, max envelope). Pull Property Radar (confirm owner, best contact, motivation flags). Open Locate Alpha (confirm lot width, MLS status). If hillside suspected: run Acres for slope %. Record all results in HubSpot deal fields.
  3. Fast Fit Screen (5 minutes — before calling)
    Run the 7-point checklist before any outreach. See Fast Fit Screen page for full checklist. Score 7/7 = Pass. 5–6 = proceed with notes. <5 = route to infeasible before calling.
  4. Qualification Call (≤ 24 hours)
    8 required questions — same every rep, every time: (1) Ownership status, (2) Goal, (3) Timeline, (4) MLS status + price, (5) Site facts, (6) Price expectations, (7) Decision authority, (8) HOA/deed restrictions. Use the standard call script. Record all answers in deal notes.
  5. Triage Decision (same day)
    A — Promising: Fast Fit Pass + intent clear + price in range → Feasibility In Progress.
    B — Needs More Info: Missing data → Template A2, 5-day task.
    C — Infeasible: Hard dimensional/zoning fail → Template A3, Disqualified or Nurture.
    D — Owner not qualified: Unrealistic price, unresponsive, or using bad competitor data → Nurture.
  6. 3-Stage Viability Filter (≤ 72 hours from qual call)
    Run the full property viability filter: Stage 1 Dimensional → Stage 2 Financial (BYOH pricing model) → Stage 3 Logistical. Output a feasibility pack with pass/edge/fail verdict and recommended next action. See Viability Filter section.
  7. LOI Execution (same day as Feasibility Pass)
    Pull LOI template from contract repository. Confirm entity names, address/APN, price, deposit structure, timeline. Legal review before sending. Log LOI Sent with date. Create follow-up task due 3 business days.
RACI
StepRep (Nick/Andrew/Michael)DonaldLouisaStaceyLegal
Intake + de-dupeRIA (automation)I
EnrichmentRI
Fast Fit + Qual callRC on complex
Triage decisionRA
Viability filterRA
LOI draft + sendRAIR (review)
R = Responsible   A = Accountable   C = Consulted   I = Informed
Rule: Do not call an owner or begin enrichment on any lead that hasn't passed a basic Fast Fit Screen. The checklist runs in under 5 minutes using canibuild + Locate Alpha + a Google Maps satellite check.
7-Point Checklist
  • Lot width≥ 60 ft — ReGrid / Locate Alpha parcel data · preferred ≥ 60; marginal 55–59; fail <55
  • Lot depth≥ 85 ft — assumes 20' front/rear setbacks, 5' sides; build footprint 50'×45'
  • Slope≤ 10% — Acres topo check; 10–15% = flag for hillside plan review; >15% = fail unless hillside plan available
  • ZoningR1/SFR compatible — canibuild overlay check; SB-9 path if R1 but narrow lot
  • canibuild resultPass or Marginal — confirms 50'×45' footprint fits within jurisdiction setback rules post-porch
  • Street accessConfirmed access to public street — flag private road, easement access, or gated community
  • No hard HOA blockNo known CC&R construction prohibition — note if HOA present; confirm rules before advancing
Scoring
PASS7/7 — proceed to full enrichment and qual call
MARGINAL5–6/7 — proceed with specific conditions noted; flag in HubSpot
FAIL<5/7 — route to Infeasible before calling; send Template A3 or move to Nurture
Porch setback note: Default to including porch in setback calculation. Jurisdiction rules vary — canibuild will flag this per county. Do not assume porch can extend into setback without confirmation.
Template A1 — Initial Auto-Ack (sent immediately)
Subject: Quick note on [ADDRESS] — Veev
Hi [FIRST NAME],

Thanks for reaching out. We move quickly, and I want to make sure we can give you an accurate picture on your site as fast as possible.

To run a feasibility screen, we need:
1. Property address or APN (if you haven't already shared it)
2. What you're hoping to do — sell the lot, sell the house, build for yourself, or explore a partnership
3. Roughly when you want to move forward

If you have a recent survey, disclosures, or photos, attach them — they help us move faster.

We target a 24-hour turnaround on the initial screen. I'll be in touch shortly.

[SIGNATURE]
Template A2 — Needs More Info
Subject: A few things needed to move forward — [ADDRESS]
Hi [FIRST NAME],

We've taken a first look at [ADDRESS] and want to keep moving, but we're missing a few details before we can give you an accurate feasibility assessment.

We need:
- [SPECIFIC ITEM 1 — e.g., lot dimensions / survey]
- [SPECIFIC ITEM 2 — e.g., confirmation of sewer/septic]
- [SPECIFIC ITEM 3 — e.g., any known easements or HOA contact]

Once we have these, we can typically complete our screen within 24–48 hours and come back to you with a clear path forward.

Can you get those to me by [DATE — 3 business days out]?

[SIGNATURE]
Template A3 — Not a Fit
Subject: Update on [ADDRESS] — Veev
Hi [FIRST NAME],

We've completed our feasibility review on [ADDRESS] and unfortunately it doesn't meet our current site criteria — specifically [ONE-LINE REASON: e.g., "the lot width at 42 feet is below our minimum for the home plans we currently build"].

This isn't a reflection on the property's value — it's a constraint of our building system.

A couple of options that may still be useful:
- We can help identify a site in your target area that does meet our criteria.
- Depending on the zoning, an SB-9 lot split path may be worth exploring.
- We'd like to stay in touch — our criteria may evolve.

No obligation either way. Thanks for the conversation.

[SIGNATURE]
Call Script — Qual Call (≤ 15 min)
Opening (30 sec)
"Hi [NAME], this is [REP] from Veev. My goal today is simple: confirm the basics on the property and your timeline, run a quick feasibility screen on our end, and come back to you within 24–48 hours with a clear next step. Should take about 10–15 minutes. Good time?"
8 Required Questions
1. "Let me confirm — is it [ADDRESS]? And are you the current owner, or working with someone on their behalf?"
2. "What are you hoping to do with the property — sell, build for yourself, or explore a partnership?"
3. "What's your rough timeline — are you looking to move in 30 days or is this a 6-month horizon?"
4. "Is it currently listed? If yes — at what price and with whom?"
5. "Quick site questions: flat or on a slope? Any known easements or shared driveways? City sewer or septic? Any HOA?"
6. "Do you have a price in mind? I won't hold you to it — just want to know the range before we run any analysis."
7. "Is there anyone else involved in the decision — co-owner, spouse, agent?"
8. "Any HOA or deed restrictions you're aware of?"
Close
"Perfect. We'll run our screen and get back to you by [DATE/TIME]. You'll hear from me directly — not an automated email. If anything changes on your end, just reach out. Thanks, [NAME]."
Investor Intake Fields (HubSpot)
FieldTypeRequired
Target geography (city / ZIP / neighborhood)Multi-line text
Minimum lot width (ft)Number
Max acquisition budget ($)Number
Total project budget — land + build ($)Number
Preferred product type / plan familyDropdown
ADU desiredCheckbox
Timeline to close on landDropdown (ASAP / 1–3mo / 3–6mo / 6–12mo)
Risk tolerance — hillsideDropdown: No / Mild OK / Open
Risk tolerance — unpermitted workDropdown: No / Open if disclosed
Financing statusDropdown: All Cash / Pre-approved / TBD
Pricing tier preferenceDropdown: Option A ($275/SF) / Option B ($400/SF all-in) / TBD
Search Process
  1. Define search polygon (Locate Alpha)
    Draw polygon around target neighborhood(s). Apply filters: width ≥ minimum; zoning compatible; price ≤ budget × 1.2 buffer. Toggle MLS layer. Export ≥ 20 candidates before scoring.
  2. Fast Fit Screen each candidate (canibuild + visual)
    canibuild for setbacks/envelope. Google Maps satellite for slope. Eliminate hard fails. Keep Pass + Marginal for scoring rubric.
  3. Enrich shortlist (Property Radar)
    Pull owner name, phone/email, tenure, motivation flags (tax delinquency, probate, expired listings, price cuts). Off-market high-motivation owners are prioritized — faster to LOI, less competition.
  4. Score each site
    Apply the scoring rubric (see Site Scoring Rubric sub-page). Rank by score. Top 10 go to investor.
  5. Deliver Top 10 (≤ 48 hours)
    Send formatted table with address, price, score, why-it-fits, key risk, next step. Template B1.
  6. Deep feasibility on finalists (≤ 72 hours)
    Investor selects top 3. Run full viability filter on each. Update ROM cost assumptions. Confirm pricing tier. Push best site to LOI same day as finalist confirmed.
Stage Gates
StageGate CriteriaSLA
Search InitiatedIntake form complete; polygon definedSame day
Top 10 DeliveredScored, enriched, formatted; sent to investor≤ 48 hours
Finalists SelectedInvestor replies with top 3≤ 3 days after delivery
Deep FeasibilityFull viability filter on finalists; ROM confirmed≤ 72 hours after finalist selection
LOI SentSpecific site agreed; LOI drafted + sentSame day as finalist confirmed
Contract PathPer Workflow 1 LOI → Contract stepsPer standard SLAs
CriterionWeightScore 3Score 2Score 1
Lot width vs. investor minimum25%Exceeds by 10+ ftMeets minimumWithin 5 ft under
canibuild result20%PassMarginal0 = Fail (eliminate)
Complexity risk (slope/stormwater/retaining)20%Low riskMedium riskHigh risk — flag
Acquisition likelihood (owner motivation)20%High motivation / off-marketActive listing, priced rightListed but firm / overpriced
Location fit (investor criteria)15%Exact target areaAdjacent / acceptableStretch
Scoring note: Max 15 points. Any site scoring below 8 should generally not be included in the Top 10 unless the candidate pool is thin — in which case flag that the search criteria may need to be loosened.
Template B1 — Top 10 Delivery
Subject: [#] site options that fit your criteria — [AREA]
Hi [INVESTOR NAME],

Based on your criteria — [X ft minimum width, AREA, BUDGET, PRODUCT TYPE] — we've identified [#] candidate sites. Ranked below by fit and complexity.

[INSERT SCORED TABLE]

What to do next: Reply with your top 2 or 3 and we'll run full feasibility (setbacks, slope, civil rough estimate) and confirm pricing to move toward contract. We can typically complete that in 48–72 hours.

A few flags:
- Sites marked ⚠ have slope or civil unknowns needing one more layer of diligence.
- Off-market sites may require direct owner outreach — we'll handle that.

[SIGNATURE]
Template B2 — Finalist / Moving to LOI
Subject: Feasibility confirmed on [ADDRESS] — ready to move to agreement
Hi [INVESTOR NAME],

We've completed our deeper feasibility check on [ADDRESS]:

- Lot width: [X ft] — fits [PLAN FAMILY]
- Setbacks: [canibuild result summary]
- Slope: [Low/Medium — civil flagged or not]
- Civil risk items: [stormwater / driveway / none]
- ROM cost estimate: [RANGE]
- Pricing tier: [Option A $275/SF vertical / Option B $400/SF all-in]

Recommended next step: Get an LOI out to the owner this week to establish site control.

I'll have a draft to you by [DATE].

[SIGNATURE]
Call Script — Investor Sourcing Kickoff (≤ 10 min)
Opening + criteria confirmation
"Quick call to make sure we're aligned so we can move fast. I'll deliver a ranked shortlist within 48 hours — not a dozen sites with question marks, but a scored list with a recommended path forward."

Confirm: minimum lot width, target area, all-in budget, product type, ADU interest, financing status.

"Two quick ones: are you open to hillside if the slope is manageable? And on pricing — are you leaning toward Option A where you handle horizontal costs, or Option B all-in at $1,218,400? That affects which sites I prioritize."

Set expectation: "When you get the list, send me your top 3 and we'll go deep on those immediately and push the best one to an agreement."
Volume Collapse
StageInputApprox. Pass RatePrimary Tools
All Reviewed (input)100%ReGrid / Locate Alpha
Stage 1: Dimensional100%~15%ReGrid · Acres · canibuild
Stage 2: Financial~15%~5%Locate Alpha comps · BYOH pricing model
Stage 3: Logistical~5%~3%Google Maps satellite · Street View · Acres
Viable~3%1–3%Move to Offered stage
Output Categories
VIABLEAll 3 stages passed with no blocking flags — move to Offered stage
EDGE CASEOne or more marginal results across stages — requires manual review before offer decision
ELIMINATEDHard fail at any stage — stop evaluation, log reason, move to Disqualified or Nurture
Navigate to each stage sub-page for full criteria, thresholds, and tool instructions: Stage 1: Dimensional · Stage 2: Financial · Stage 3: Logistical
ReGridAcrescanibuild
Criteria
CriterionThresholdToolNote
Lot width≥ 60 ftReGrid / Locate Alpha55–59 ft = marginal; <55 ft = hard fail
Lot depth≥ 85 ftReGridAssumes 20' front/rear, 5' sides; 50'×45' footprint
Max slope≤ 10%Acres10–15% = flag for hillside plan; >15% = fail (grading too costly)
Build envelope50'×45' fits post-setbackcanibuildConfirms footprint within jurisdiction rules; porch note below
ZoningR1/SFR or equivalentcanibuildSB-9 path if R1 but borderline — note and escalate
Outcome Logic
PASSAll 5 criteria met → advance to Stage 2: Financial
MARGINALWidth 55–59 ft OR canibuild marginal → flag; hold for alternate plan family review; proceed to Stage 2 with note
FAILWidth <55 ft, slope >15%, zoning incompatible → eliminate; do not run Stage 2
Porch / setback variation: Setback rules vary significantly by jurisdiction. Default: include porch in setback calculation. canibuild will flag per county. Do not assume porch can extend into setback without confirming with canibuild or a direct county check.
Locate AlphaProperty Radar
Important model shift: The original filter used Spread = Exit Price − Entry Price, designed for a land acquisition model where Veev was buying and reselling. Under BYOH, Veev charges for construction only. The financial gate now asks: does the neighborhood's comp set support a finished new-construction home above the BYOH all-in price? See BYOH Pricing Model for full tier detail.
Step 1 — Pull Comps (Locate Alpha)
ParameterValue
Sale windowLast 24 months
SF range2,000 – 4,000 SF within 1-mile radius
Weight toward3,044 SF · 4bd/3.5ba · 2-story · 2024–2025 new construction
OutputWeighted avg $/SF → multiply × 3,044 = estimated market value
Step 2 — Apply Pricing Tier

Determine which tier applies to this buyer/investor. See BYOH Pricing page for full breakdown.

Option B — All-In White Glove
Buyer upside = Market Value − $1,218,400
Market Value from Locate Alpha weighted comp × 3,044 SF
Buyer pays $1,218,400 total (all-in, fixed price). Their only additional cost is land acquisition.
Option A — Vertical Only
Buyer upside = Market Value − ($837,100 + Land Cost + Estimated Horizontal)
$275/SF × 3,044 SF = $837,100 for vertical construction only.
Buyer manages and funds horizontal (site prep, permits, utilities, grading) separately.
Horizontal cost is highly variable — flag if hillside or utility access is complex.
Outcome Logic — Option B ($1,218,400 all-in)
PASSMarket Value ≥ $1,400,000 → buyer has ≥ $181K equity at completion (~13%+ upside). Viable.
EDGEMarket Value $1,218,400–$1,399,999 → buyer breaks even or minimal upside. Present with competitive context (vs. Thomas James). Manual review.
FAILMarket Value <$1,218,400 → buyer is underwater at completion before land cost. Eliminate.
Price Ceiling Check
Rule: If no comparable new-construction sale ≥ target exit price exists in the last 24 months in that specific neighborhood, the comp-derived exit price is unreliable even if the $/SF formula produces a passing number. Flag as "ceiling constrained" and escalate before advancing to Stage 3.
Competitive Context
BuilderPrice BasisEst. Total (3,044 SF)vs. Veev Option B
Thomas James600+/SF all-in$1,826,400+Veev saves buyer ~$608K+
Traditional build~$729/SF (per TJ framing)$2,219,076Veev saves buyer ~$1M+
Veev Option B$400/SF all-in$1,218,400Baseline
Veev Option A$275/SF vertical only$837,100 + horizontalLower floor; buyer takes on more
Positioning rule: In markets where Thomas James operates, Veev fits to the left on price with equal or better quality and faster cycle time. Use this framing with buyers who are comparison shopping.
Google Maps SatelliteStreet ViewAcres
Flag Checklist
ItemSpecFlag If
Crane footprint30'×15' — usually fits within front setbackObstructed front access; tight neighboring structures
VTC trailer (mobile office)30'×8' — positioned adjacent to craneNo side clearance; neighbor proximity issues
Overhead utility linesMust not interfere with crane arcLines present over front setback or crane swing path
Street widthMust accommodate flatbed deliveryCul-de-sac, narrow alley, dead-end, private/gated road
Driveway / facade layoutUnobstructed crane placementExisting structures, trees, or driveways block crane position
Outcome Logic
VIABLENo flags → VIABLE. Move to Offered stage.
FLAGGED1+ issues noted → VIABLE WITH FLAGS. Note in HubSpot record. Escalate to civil/ops for field review before submitting offer.
BLOCKEDCrane access physically impossible (no street frontage, locked compound, overhead lines unavoidable) → eliminate.
Option A · Vertical Only
$275/SF
$837,100 total vertical (3,044 SF)
  • Factory-built modular vertical construction
  • Module delivery and crane set
  • Standard finishes per plan
  • — Permits and entitlement fees
  • — Site prep / grading / horizontal
  • — Utility connection fees
  • — Inspections and soft costs
Best for: Sophisticated buyers/investors who will manage horizontal themselves or have existing relationships with civil contractors.
Option B · All-In White Glove
$400/SF
$1,218,400 fixed (3,044 SF) — one price
  • Everything in Option A
  • All entitlement and permitting
  • All inspection fees
  • All utility connection fees
  • Site preparation and horizontal
  • Feasibility analysis
  • Start-to-finish project management
Best for: Buyers who want a single predictable price with no surprise change orders. The primary competitive differentiator vs. Thomas James.
Financial Gate Summary (Stage 2 Reference)
TierBuyer CostPass ThresholdEdge BandFail
Option B (all-in) $1,218,400 + land Market value ≥ $1,400,000 $1,218,400–$1,399,999 < $1,218,400
Option A (vertical only) $837,100 + land + horizontal Market value exceeds total estimated project by meaningful margin Thin margin after horizontal est. Market value < total project cost
Change order rule: Under Option A, all civil/horizontal cost line items are pass-through estimates. If work is not required after final engineering, the buyer does not pay it. Never represent them as fixed costs before engineering confirms. This is the correct answer to the "other builder says you don't need stormwater retention" objection.
TaskPrimary ToolNotes
Find candidate parcels by width / location / MLS statusLocate AlphaDraw polygon; filter by width, zoning, price; toggle MLS layer
Confirm setbacks / zoning / buildable envelopecanibuildRun on every address at intake; records result in HubSpot canibuild field
Slope risk / topo / grading concernAcresRun when hillside suspected or ZIP code is known hillside area
Confirm parcel dimensions / lot linesReGridPrimary for width/depth confirmation before canibuild
Owner identity / contact / motivation flagsProperty RadarRun after Fast Fit passes; captures tenure, distress signals, best contact
Comp stats / $/SF / market value estimateLocate AlphaUse weighted comp methodology per Stage 2 financial gate
Build-to-rent viability / cap ratesLocate AlphaBTR layer available; useful for investor framing
Off-market owner outreach / audience buildingProperty RadarExport contact lists; create LinkedIn/Facebook lookalike audiences
Parcel data at scale / large list processingPropStream / ReGridBulk parcel runs; supplement Locate Alpha for off-market focus
Financial underwriting / ROM budgetInternal cost model spreadsheetNot a third-party tool — use shared internal sheet
CRM / pipeline / tasks / drip campaignsHubSpotSingle source of truth for all leads and deals
Call recording / coaching / scriptingRillaLennar-implemented; training pending; record all qual and investor calls
Data integrity note: Locate Alpha data is MLS-linked and considered reliable for comp work. Property Radar data is sourced from public records and is generally high quality but should be verified against canibuild for ownership on high-priority leads. Do not rely on PropStream for setback data — use canibuild.
Required Deal Fields
Field NameTypeWhen to Populate
Property AddressTextAt intake
APNTextAt intake or enrichment
Lead SourceDropdownAt intake — required
Lead TypeDropdown: Landowner / Investor / BrokerAt intake — required to advance past New Lead
Lot Width (ft)NumberAt enrichment
Lot Size (sq ft)NumberAt enrichment
ZoningDropdowncanibuild run
Slope RiskDropdown: Low / Medium / High / Not AssessedAcres run
canibuild ResultDropdown: Pass / Fail / Marginal / Not RunAfter canibuild
Fast Fit ResultDropdown: Pass / Fail / UnclearBefore qual call
Feasibility StatusDropdownAfter filter runs
BYOH Pricing TierDropdown: Option A / Option B / TBDAt investor intake or qual call
LOI StatusDropdown: Not Sent / Sent / Signed / DeclinedAt LOI stage
Contract StatusDropdown: Not Sent / Sent / Signed / DeclinedAt contract stage
Property Radar Motivation FlagDropdown: High / Medium / Low / Not RunAfter enrichment
Automation Rules
TriggerAutomated Action
New lead from Meta AdsAuto-send Template A1 (landowner) or B-equivalent (investor) + create "Run Fast Fit Screen" task, due same day
Stage → Qualified LeadCreate "Complete qual call" task due in 24 hours; notify assigned rep
Stage → Feasibility CompleteCreate "Send LOI or communicate decision" task due same day; notify Donald
LOI Sent + no update in 3 daysCreate "Follow up on LOI" task; send reminder to rep
Stage → DisqualifiedEnroll in 30/60/90 Nurture email sequence
Lead age >24 hours, no activity, stage = New LeadEscalation alert to Donald and assigned rep
De-dupe rule: Same email OR same phone OR same APN = merge, do not create a second deal. No manual CSV uploads once HubSpot is live. All leads enter via form or direct CRM entry only. Avi will clean the current duplicate batch before Friday training.
Weekly Pipeline Report Template — Copy and fill
VEEV WEEKLY PIPELINE REPORT — Week of [DATE]

SIGNED CONTRACTS THIS WEEK:        [#]   ← LEAD WITH THIS
CONTRACTS OUT FOR SIGNATURE:       [#]   (expected close: [DATE])
LOIs SIGNED (not yet at contract): [#]
LOIs SENT (pending signature):     [#]

PIPELINE SUMMARY:
  Qualified Leads in system:       [#]
  Feasibility In Progress:         [#]
  Feasibility Complete:            [#]

KEY ACTIONS THIS WEEK:
  1. [Action + outcome]
  2. [Action + outcome]
  3. [Action + outcome]

TOP BLOCKERS:
  1. [Blocker] — Owner: [NAME] — Resolution by: [DATE]
  2. [Blocker] — Owner: [NAME] — Resolution by: [DATE]

METRICS:
  New leads this week:             [#]  (Meta [#] / Website [#] / Referral [#])
  First-response within 24hrs:     [%]
  Top 10 site lists delivered:     [#]

NEXT WEEK FOCUS:
  — Convert [X] LOIs to contracts
  — Deliver Top 10 lists to: [names]
  — [Other priority]
"Another builder says I don't need [stormwater / that line item]"
"That's a fair point — let me explain how we handle it. All civil cost line items in our feasibility are pass-through estimates. If work isn't required after final engineering, you don't pay it. We include it because we'd rather surface it early and remove it than surprise you with a change order later. Our civil team has confirmed that sites with [driveway reconfiguration / impervious surface changes] typically do require above-retention. Other builders who say otherwise either haven't completed their engineering yet, or they'll add it back as a change order. We'd rather be transparent upfront."
"Your price is higher than I expected"
"Let me walk you through where that comes from. [Break down: vertical, site dev, permits/fees if Option B]. The items most likely to come down after final engineering are site development — those are estimates. The vertical build is fixed at $[275 or 400]/SF.

For context: Thomas James advertises 600+ per square foot all-in for a comparable home — that's $1.8M+ for what we build at $1,218,400 all-in. We fit to the left of them on price, we're factory-built so you get more consistency, and our cycle time is shorter. The value is there."
"I need this done in 60 days"
"We can move fast — our goal is to be at contract within [X] days of site confirmation. The things that slow us down are legal review cycles and missing site data. The sooner we can get [survey / disclosures / APN confirmation] the better. If you're hard on that timeline, tell me the date now and I'll work backward from it so we know exactly what has to happen each week."
"Why don't you have any signed contracts yet?"
[For internal framing only — do not say this to a lead]

Response used with Lennar March review: "For the first time in our company's history, we're going to make money selling homes. You're really going to stop as we're about to get there? We have a capital-light model, strong margins, and feedback has been phenomenal. One contract this week is worth more than 15 LOIs. We're there."
IDWorkflowOwnerFirst 5 Steps
D-1 Lead Routing + SLA Enforcement Stacey / Donald 1. Create HubSpot workflow: New Lead → assign by region rule → task "First touch" due 24hrs
2. Set Lead Type as required field to advance from New Lead
3. Configure alert: deal age >24hrs, no activity → notify rep + Donald
4. Define geographic routing rules
5. Test with next 5 Meta leads before broader rollout
D-2 Duplicate Management + Data Hygiene Stacey + Avi 1. Define de-dupe rules: same email = merge; same phone = merge; same APN = flag
2. Confirm de-dupe logic active in Meta → HubSpot sync before cutover
3. Rule: no manual CSV uploads once HubSpot is live
4. Run one-time de-dupe on current leads before Friday training
5. Weekly data audit task: reps clean leads with missing Lead Type or APN
D-3 Contract Repository + Version Control Andrew / Donald / Legal 1. Create shared folder: /Contracts/Templates/ with LOI, PSA, Build Agreement, Archived subfolders
2. Populate with current boilerplate from Brian; label with version + date
3. Create Contract Readiness Checklist as mandatory stage gate before any contract is sent
4. Andrew reviews all new contracts against template — flag deviations to legal
5. Add contract folder link to every HubSpot deal record
D-4 Homesite Fit Pre-Check (Fast Workflow) All reps 1. Build Fast Fit Screen as HubSpot custom property group (7 boolean fields)
2. Auto-calculate Fast Fit Score (sum of checkboxes); surface on deal card
3. Require Fast Fit Result field before stage can advance past New Lead
4. Add canibuild + Property Radar as pinned tabs in every rep's browser
5. 10-minute screen-share demo using sample address this week
D-5 Meta Lead → HubSpot → 24hr Drip Stacey + Avi 1. Confirm Avi completes Meta → HubSpot integration before Friday cutoff
2. Create two enrollment workflows: Landowner and Investor
3. Landowner: immediate A1 → Day 2 rep task → Day 5 follow-up → Day 10 nurture
4. Investor: immediate criteria confirmation → Day 1 begin Locate Alpha search → Day 2 Top 10
5. Set from-name on automated emails to assigned rep (not generic Veev address)
D-6 Tech Stack Usage Rules Donald / Louisa 1. Publish Tech Stack Decision Tree (see Tech Stack page) to Monday board; pin to shared drive
2. Shai + Nick: demo canibuild + Locate Alpha in tomorrow's meeting
3. Louisa: confirm canibuild setback data live for all reps; send Locate Alpha access to Andrew + Michael
4. Add "Tool Used" multi-select field to HubSpot deal record
5. Create shared "Tool Issues" thread for reps to flag bugs or missing data (e.g., Locate Alpha MLS filter issue)
D-7 Rilla Call Coaching Implementation Donald / All reps 1. Confirm Rilla training date with Lennar contact this week
2. Define required recording types: inbound qual calls, investor intro calls, LOI follow-up calls
3. Upload call scripts from this playbook as baseline benchmark for coaching model
4. Identify top 5 objections from last 2 weeks as coaching priorities
5. Set weekly 15-min Rilla review on Monday board: rep + Donald review top coaching flags