- Type
- Automation concept · marketing ops
- Role
- Solo builder: Make scenarios, Airtable schema, routing logic
- Timeline
- 2026
- Client context
- Lumen Interiors Co. · boutique interior design studio
- Architecture
- Three Make scenarios → shared Airtable base → conditional router
“By the time a human looks at the lead list, every record already has a status and the right leads have already been flagged.”
The problem
Leads arrived from the studio website, Meta ads, and WhatsApp referrals all at once. Someone on the team copied each lead into a spreadsheet, then manually decided who to follow up with first. Hot leads cooled while the team was still copying details, and smaller leads that needed nurturing were forgotten.
Before the automation
The team checked each channel separately, copied lead details into a spreadsheet, and relied on memory to prioritise follow-ups. There was no shared status, no automatic reply, and no way to make sure incomplete leads were completed.
What I built
Three Make scenarios capture leads from the website, Meta ads, and referrals into one Airtable base; a router then tags each lead as Hot, Nurture, or Incomplete and triggers the right action.
Because Make handles one trigger per scenario, I built three small scenarios instead of one forced mega-flow. Each writes to the same Airtable base with consistent fields. A router after the base evaluates budget and project type, then routes hot leads to the sales lead, nurtures smaller budgets with an automatic reply, and chases incomplete submissions for the missing detail.
- Three capture scenarios. Website form via Google Forms, Meta Lead Ads, and a referral intake form each feed one shared Airtable base.
- Consistent field mapping. Name, email, phone, project type, budget range, and notes are captured the same way across every source.
- Hot-lead routing. Budgets over ₦2m or commercial projects trigger a Slack or email alert to the sales lead and update the status to Hot.
- Nurture branch. Budgets under ₦500k receive an automatic reply with general studio information and are tagged for future follow-up.
- Incomplete recovery. Leads missing email or phone get a short follow-up email asking for the missing detail instead of sitting untouched.
The outcome
Built as a marketing automation exercise, the system turns a multi-channel intake mess into a sorted lead list. The intended outcome is faster response to high-value leads, warmer long-term nurture for smaller ones, and zero lost incomplete submissions.
Stack
Next improvements
- WhatsApp integration. Connect the referral intake directly to WhatsApp Business API instead of using a stand-in form.
- Lead scoring. Add scoring based on budget, project type, and source quality.
- CRM sync. Push Hot leads directly into a sales CRM with task creation.
Automation flow snapshot
Lead routing flow
The Make scenario showing how Google Sheets, Airtable, and Gmail work together to capture, tag, and route leads.