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Home / What I build / Lead flow

What I build

One reliable path from lead source to CRM.

Capture, normalization, routing, follow-up and reporting across websites, portals, partners and messaging — built as a maintainable Laravel flow rather than another fragile patch.

Describe the lead flow See the five-year platform

The pain

What this usually looks like.

  • Leads arrive from your site, ads, email, WhatsApp, and partners - and end up in five different places.
  • Nobody can say who was followed up with, what is hot, or what quietly fell through.
  • The sales team keeps a private spreadsheet because the CRM is somehow both empty and out of date.
  • By the time anyone responds, the prospect has already moved on.
  • Weekly reporting is a copy-paste exercise, and the numbers still do not match reality.

What I build

Concrete deliverables.

  • Lead capture from the sources that matter: web forms, portal feeds, email, partner webhooks or structured uploads.
  • Normalization, validation, deduplication, enrichment and routing based on your actual business rules.
  • CRM integrations shaped around the way your team has configured and uses the CRM in practice.
  • Queue-backed follow-up and lifecycle workflows, with human review where judgment is required.
  • Operational dashboards, failure visibility and reporting drawn from the same underlying flow.
  • One maintainable route from intake to destination instead of disconnected patches.

How it works

Inputs · Process · Outputs.

Inputs

Your lead sources, CRM, calendar, email tools, business rules (who handles what, what counts as qualified, what triggers escalation), historical lead data.

Process

Laravel application with queue-backed workers handling each source. Integrations layer for CRM / calendar / messaging. Routing engine encoded as plain PHP, not as a no-code spaghetti graph. Optional AI step for lead qualification and reply drafting where it concretely helps.

Outputs

A visible pipeline from intake to destination, faster and more consistent follow-up, and reporting grounded in the same operational data. Your team spends less time reconstructing what happened.

Stack

What we'd actually use.

  • Laravel
  • Laravel Horizon / queues
  • PostgreSQL or MySQL
  • HubSpot / Pipedrive / Salesforce API
  • Twilio / WhatsApp Business
  • Mailgun / Postmark
  • Lead enrichment APIs
  • Targeted LLM calls for qualification

Why clients hire me

Senior development with an operator’s sense of consequence.

I built and operated a Belgian real-estate lead platform for five years: intake from six-plus sources, broker routing, CRM integrations, custom billing, dashboards and lifecycle email at thousands of leads per month.

  • Five years of technical ownership for the Laravel platform behind a Belgian lead-generation business.
  • A live €100k+/month ecommerce migration onto a new Shopware store built from scratch.
  • Long-term work on two Magento stores across custom features, integrations, performance, security and operations.
  • A multi-tenant Laravel SaaS in active development with billing, queues, crawling, search data and AI workflows.
  • Building on the web since 1997 with more than fifteen years in production PHP/Laravel and ecommerce systems.

Recent work

A platform that ran for five years.

2021 - 2026
Real-estate lead generation, Belgium

Built and operated the software behind a Belgian lead-generation business for five years.

A roughly €2,000 first build became five years of technical ownership: six-plus lead sources, CRM integrations, custom billing, lifecycle email and thousands of leads per month.

Read the case study

Get in touch

Leads falling through the cracks right now?

Tell me where leads arrive - site, portals, WhatsApp, ads - and where they get lost. I will reply within one working day with the questions needed to scope a fix.