Optimizing lead utilization yield across the agent terminal network.
Time spent embedded on an Allied Van Lines sales floor revealed a critical infrastructure gap: high-intent relocation data generated by SIRVA’s marketing investment was decaying at the terminal level due to legacy routing latency. The orchestration layer to fix it is already built.
SIRVA generates premium data. The terminals are losing it.
SIRVA invests in generating high-intent relocation leads and delivers them through the ADE API to agent terminals. The marketing funnel and API delivery are functioning. The decay occurs downstream, in the gap between when the lead hits the agent’s event queue and when a human makes first contact.
A forensic audit of two years of pipeline data at a single Allied agent confirmed the pattern:
on qualified leads
with zero follow-up
at one terminal
This is not a sales performance issue. Cross-referencing CRM activity against pipeline outcomes confirmed the sales team was performing within normal parameters. The data was decaying before it reached them. The system around the reps was the failure point, not the reps themselves.
The friction originates in the legacy polling architecture.
Agency systems routinely poll the /QLAB/m2/GetNewEvents endpoint on a scheduled interval. When an OpportunityCreated event fires, the local coordinator manually reviews the lead, assigns it to a salesperson, and the salesperson eventually initiates contact.
GET /QLAB/m2/GetNewEvents?qname=AgencyNameMSPEvents
// Returns: { Events: [{ Type: “OpportunityCreated”, OpportunityId: “…” }] }
GET /QLAB/m4/GetOpportunityDetail?OpptId={OpportunityId}
// Returns: { Opportunity: { FirstName, LastName, CellPhoneNumber,
// OriginCity, DestinationCity, DwelingType, RequestedMoveDate, … } }
// Note: DwelingType (single L) and OutOfTIme (capital I) are known
// field name inconsistencies in the MSP response schema.
// Events are consumed on read. No replay without FromId/ToId re-fetch.
By the time GetOpportunityDetail is parsed and handed to a salesperson, the critical 5-minute speed-to-lead window has typically closed. The data SIRVA paid to generate has already expired.
The opportunity: Transitioning from passive polling to event-driven webhook push (a configuration Tom McRae has indicated is technically feasible) would eliminate the polling interval floor and enable sub-60-second first contact on every OpportunityCreated event.
Autonomous qualification triggered by the API event layer.
The orchestration layer intercepts lead data at the API level and executes a fully autonomous qualification workflow before any human bandwidth is consumed. The system is operational and has been validated against live lead data.
Webhook Push or Active Polling
Transitions the architecture from passive interval-based polling to active event consumption. Designed for webhook push; backward-compatible with polling if push is unavailable.
Autonomous Voice Routing
Conversational voice agent triggers within 60 seconds of the OpportunityCreated event. Branded to the local terminal. Not a robocall; a context-aware, conversational interaction.
10-Point Data Qualification
Captures move date, dwelling type, bedroom count, packing requirements, fragile items, special inventory, outdoor items, appliances, storage, and vehicle transport needs. Average call duration: 3 min 30 sec.
Structured Payload to Agent CRM
Qualification data merged with original ADE opportunity fields. Delivered as a structured payload via email, SMS, or CRM webhook. Salesperson receives a complete brief, not a raw lead.
What this means for SIRVA: Every lead SIRVA generates and delivers through the ADE API is immediately contacted, professionally qualified, and warm-transferred to the agent’s sales team. The data SIRVA invests in generating stops decaying at the terminal level. Agent conversion rates go up. Lead utilization yield improves across the network.
What the agent’s salesperson receives.
This is a sample output from a live qualification call. The structured payload combines the original ADE opportunity data with 10 additional data points extracted by the voice agent.
The return on existing marketing investment.
This system does not generate new leads. It recovers yield from leads SIRVA has already paid to generate and deliver. The marketing spend is sunk. The only variable is what percentage of that spend converts to revenue at the terminal level.
(vs. hours/days current)
per qualification
offset per lead
At a single terminal, recovering 30% of the leads lost to first-contact decay represents over $1M in pipeline recovery. Across the network, the aggregate impact on SIRVA’s lead utilization yield is significant, and achievable without any incremental marketing spend.
Background
This work was conducted from inside the operational environment, not from an advisory position.
Operational Embed
Salesperson at an Allied Van Lines terminal. Ran leads through Move Scout Pro, conducted in-home surveys, built proposals, closed contracts. Full lifecycle exposure.
Pipeline Forensics
Two-year audit of sales pipeline data. Identified structural decay points and validated root cause against CRM activity logs and field observations.
ADE API Integration
Working familiarity with the ADE specification: GetNewEvents queue consumption, GetOpportunityDetail schema, OAuth 2.0 client_credentials flow, and MSP response schema quirks.
Orchestration Engineering
Built the event-driven qualification layer from lead ingestion through voice routing through payload delivery. Operational and validated against production-format lead data.
Request: Sandbox Integration Review
The orchestration logic and voice models are fully operational. The final engineering step requires a SIRVA sandbox environment to validate webhook push payloads against the ADE API specification end-to-end.
This is not a sales inquiry. This is an architecture review request.