AI Systems Instructor • Real Estate Technologist
Quick Answer: Make (formerly Integromat) is a visual automation platform for real estate agents who need complex branching workflows at a competitive price. Better than Zapier for high-volume teams needing conditional lead routing and AI-powered processing. Rated 7.5/10. Free tier available, Pro plan $16/mo.
Design automations on a drag-and-drop canvas where you can see the entire flow. Add branches, loops, and error handlers visually. Far more intuitive for complex workflows than linear step-by-step builders.
Build workflows with multiple paths based on conditions. Route leads by price range, source, location, or any custom criteria. Essential for teams with specialized agents handling different market segments.
Add ChatGPT, Claude, or other AI models as processing steps in your workflows. Classify leads, draft personalized responses, summarize documents, or score lead quality automatically as part of your automation.
Connect to CRMs, email platforms, social media, Google Workspace, lead sources, and transaction management tools. Includes HTTP/webhook modules for connecting to any tool with an API.
Built-in tools for parsing, formatting, and transforming data between apps. Convert date formats, extract information from text, aggregate data from multiple sources, and clean lead data automatically.
Built-in error handlers catch failures and route them for recovery. Get notified when an automation breaks, automatically retry failed steps, or route errors to a fallback workflow. Critical for business-critical lead management.
AI Acceleration teaches Make as the power-user alternative for agents who've outgrown simple automations. When your Tiny Stack needs complex routing logic or you're processing high volumes, Make's visual builder and pricing model often make more sense than Zapier.
Before touching Make, sketch your automation on paper. Define every trigger, decision point, and action. Use the 5 Essentials framework for each step: what's the Task, who's the Audience, what Channel does it use, what Materials does it need, and what are the Style constraints?
Create the basic trigger-to-action flow in Make's visual builder. Start simple: one trigger, one action. Test it. Then add branches and conditions one at a time, testing after each addition.
Insert AI modules where intelligence is needed. Use ChatGPT or Claude nodes to classify lead intent, draft personalized messages (with your Context Card loaded in the system prompt), or score lead quality based on inquiry details.
Run the OODA Loop monthly. Observe: check execution logs and success rates. Orient: compare AI outputs against your brand voice. Decide: identify bottlenecks and failures. Act: optimize, add error handlers, and expand to new workflows.
Prompt
[Make Visual Scenario — Lead Routing with AI Scoring] Trigger: New lead from Facebook Lead Ads Branch 1 (AI Classification): - Send lead details to ChatGPT: classify as Hot/Warm/Cold based on inquiry text, budget, and timeline Branch 2 (Route by Score): - Hot → Follow Up Boss (priority tag) + immediate Slack alert to assigned agent - Warm → Follow Up Boss (standard) + automated email sequence - Cold → Google Sheets nurture list + monthly drip campaign Branch 3 (Route by Price Range): - Over $750K → Luxury specialist - $400K-$750K → General team - Under $400K → New agent mentee
Output
**Make Scenario (Visual Canvas):** [Facebook Lead Ads] → [Router] ↓ [ChatGPT Module] System prompt: "You are a lead qualification assistant. Based on the following lead inquiry, classify as HOT (ready to buy/sell within 30 days, specific property interest, pre-approved), WARM (browsing actively, 1-3 month timeline), or COLD (just curious, no timeline, vague interest). Return only the classification and a one-sentence reason." Input: "Name: {{name}}, Inquiry: {{message}}, Budget: {{budget}}" ↓ [Router — by AI classification] ├── HOT → [Follow Up Boss: Create Contact, Tag: Priority] │ → [Slack: #hot-leads alert] │ → [Router — by price] │ ├── >$750K → Assign to luxury specialist │ ├── $400-750K → Assign to general team │ └── <$400K → Assign to new agent ├── WARM → [Follow Up Boss: Create Contact, Tag: Nurture] │ → [Gmail: Send welcome email sequence] └── COLD → [Google Sheets: Add to nurture list] → [Mailchimp: Add to monthly drip]
This scenario does in seconds what would take a team lead 15-20 minutes per lead—classify, route, assign, and trigger appropriate follow-up. The AI classification step replaces gut-feel lead scoring with consistent criteria. An AI Acceleration-trained agent would refine the ChatGPT system prompt with their Context Card and specific qualification criteria for their market. The visual canvas makes it easy to see exactly where leads flow and debug when something breaks.
Other tools real estate agents use for similar tasks.
Simpler to use with 7,000+ integrations—better for agents who want quick setup over deep customization
Specialized AI for document processing and email classification—more focused but less flexible
All-in-one platform with built-in automation—reduces need for external automation tools
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