In this episode of the Project Profile Podcast, host Mark Allen welcomes Jake Vanderrol, founder of Wiredlans, to unpack the real-world benefits and challenges of implementing CRMs in the property development space.
With more than a decade of experience helping businesses streamline operations using Salesforce, Jake shares how developers can consolidate fragmented systems into a single source of truth. From AI-powered marketing automation to full contract workflows and inventory tracking, this episode breaks down what a modern, intelligent CRM setup should look like—and how to avoid the pitfalls of underpowered tools.

If you’re a developer, project marketer, or agency partner looking to scale smarter and close more contracts with less friction, this is the CRM masterclass you’ve been waiting for.

Episode Breakdown:
00:00 – Introduction
Mark introduces guest Jake Vanderrol of Wiredlans and the focus of today’s episode: smarter CRM systems for property projects.

02:20 – What Wiredlans Does
Jake explains how Wiredlans helps businesses unify their tech stack, build custom Salesforce solutions, and deliver data-driven decision-making.

06:05 – The Problem with Disconnected Tools
Why piecing together multiple platforms like MailChimp, spreadsheets, and SMS systems creates reporting nightmares and operational friction.

09:10 – The Foundation for Good AI
AI is only as powerful as the data behind it—Jake explains why a clean, centralized CRM is the critical first step.

13:30 – Real-Time Sales Visibility
How a unified CRM helps sales teams know exactly when, how, and why to engage prospects based on behavior and timing.

17:15 – Why Salesforce Is the Chosen Platform
Jake outlines why Wiredlans exclusively builds on Salesforce—and how it powers both small teams and Fortune 500 companies alike.

20:10 – Tailoring CRMs to Each Developer
There’s no one-size-fits-all: Wiredlans customizes each system to reflect a developer’s unique process, product, and market.

24:00 – Lead Scoring That Works
Most property marketers get lead scoring wrong—here’s how to structure it for better sales outcomes and less wasted follow-up.

28:20 – Salesforce Marketing Cloud Next & AI Tools
Introducing next-gen capabilities like automated segmentation, AI-generated campaign content, and smarter engagement journeys.

32:00 – More Than Marketing: Full Business Ops
Salesforce isn’t just for lead management—it handles inventory, customer portals, document generation, and post-sale servicing.

36:30 – Campaign Reporting & Multivariate Testing
Why having centralized, real-time data is essential for evaluating campaign performance and improving ROI.

39:40 – The Cost of Cheap CRMs
Jake explains why cheaper tools like Pipedrive or HubSpot often create more work—and cost more—in the long run.

43:15 – Reactivating Dormant Databases
Strategies for bringing back cold leads, segmenting intelligently, and creating automation-driven re-engagement flows.

47:00 – AI, Chatbots & Omnichannel Communication
Using tools like WhatsApp, SMS, and AI chat to connect with buyers how—and when—they prefer, without overburdening your team.

49:00 – Final Takeaways for Marketers
Jake’s closing advice: start with strategy, invest in your CRM foundation, and leverage automation to build long-term brand value.

Key Takeaways:
Consolidate your tech stack for a single source of truth
Salesforce can manage everything from lead to contract to handover
Good data fuels better AI and automation
Real-time dashboards improve campaign effectiveness
Lead scoring should reflect actual buyer behavior
Cheap CRMs often cost more over time
Reactivate databases with smart segmentation and automation
AI bots can enhance (not replace) rea