Case Studies
Automating Lead Generation &
Direct Mail Automation
Client Overview
A local renovation company in the UK, serving residential
homeowners, was managing all of its lead generation manually.
With a small team and limited resources, their process of finding
potential clients by monitoring planning applications on council
websites was time-intensive and inefficient.
The Challenge
- The company manually
- Visited multiple UK council websites monthly
- Copied planning application data into spreadsheets
- Cleaned and formatted addresses
- Submitted direct mail orders manually
- This led to inconsistent lead generation, operational bottlenecks, and missed opportunities.
The Automation Solution
To eliminate this manual process, a complete automation system was implemented using AI and
no-code tools. It streamlined scraping, sorting, and sending—turning a once tedious task into a
background operation.
Tools
- Browse AI: Monthly automated scraping of planning applications
- Make (Integromat): Automation orchestrator connecting all systems
- Make AI & Data Stores: Used for data parsing, classification, and temporary storage
- Airtable: Central, filterable lead database
- Stammp: Direct mail service that sends out physical letters when triggered
How It Works
Monthly Scraping
Browse AI collects new planning applications from local council sites.
Temporary Data Holding
Make’s Data Stores temporarily hold raw data for processing.
AI-Based Filtering
Make AI parses and classifies the data, filtering for relevant renovation-related leads.
Data Sorted into Airtable
All qualified leads are stored in Airtable, organized and ready to trigger action.
Cleaned and categorized lead data ready for mail processing.
AI-Based Filtering
Make AI parses and classifies the data, filtering for relevant renovation-related leads.
Data Sorted into Airtable
All qualified leads are stored in Airtable, organized and ready to trigger action.
Cleaned and categorized lead data ready for mail processing.
Direct Mail Automation via Stammp:
Airtable detects new entries and automatically triggers Stammp to send physical promotional mailers.
How address triggers fire direct mail orders instantly
How address triggers fire direct mail orders instantly
Optional Manual Upload
The system also supports manual uploads via JSON for one-off or historical data sets.
JSON Manual Input Scenario
Alternative scenario for uploading custom lead data
Alternative scenario for uploading custom lead data
Results:
- Metric Before Automation After Automation
- Time Spent on Lead Search 20–30 hours/month 0 hours
- Accuracy Manual, error-prone Fully AI-parsed & filtered
- Outreach Consistency Inconsistent Automated monthly
- Direct Mail Handling Manual order entry Instant triggered mailouts
- Staff Workload Admin-heavy
- Focused on service delivery
💬 Client Feedback
“We used to spend evenings digging through applications. Now it’s just running on its own—and we’re focusing on the jobs that actually pay
“We used to spend evenings digging through applications. Now it’s just running on its own—and we’re focusing on the jobs that actually pay
Conclusion:
The automation has completely transformed how the renovation business handles marketing
outreach. It eliminated repetitive work, sped up their outreach cycle, and helped them consistently
connect with high-quality leads—all with no new hires or tech team.
This setup can be easily replicated for other local service providers who rely on public planning data and direct mail outreach—unlocking serious time savings and efficiency gains.
This setup can be easily replicated for other local service providers who rely on public planning data and direct mail outreach—unlocking serious time savings and efficiency gains.