How GTA Homes reduced their data footprint by 57% with deduplication

Highlights

• Reduced their data footprint from 300,000 leads to 130,000 with mass deduplication
• Implemented proactive deduplication rules which matched and merged incoming leads so sales reps had access to a 360-degree view of their clients
• Improved their rep response time with a powerful no-code matching and routing solution

Overview

GTA Homes is a group of expert real estate brokers that provide services in buying, selling, and investing in homes. With relationships with many of the top developers in the Greater Toronto area, they guarantee front-line access to condo projects. They also educate and assist their clients so they can get real facts and market insights.

The Challenge

Duplicate lead records overwhelmed Salesforce

GTA Homes had used Salesforce for years, but duplicate records made it difficult to trust their data or make confident business decisions.

The issue started with how prospects engaged: many used multiple email addresses or registered for several real estate projects across the Greater Toronto Area, often with different contact information each time. This meant that a single person could have anywhere from two to ten lead records in Salesforce.

Those duplicates created headaches for the sales team.

Reps spent valuable time combing through records, trying to figure out whether a lead was net-new or already owned by another rep. Reporting became unreliable, and opportunities slipped through the cracks as team members tried to sort out ownership instead of following up with qualified buyers.

Many leads were registering for multiple projects with different emails, but it’s the same person.

Those circumstances needed a more robust solution with the ability to add in logic and multiple tiebreakers to find those matches and merge properly.

Chris MacLean, Salesforce Consultant at GTA Homes

Manual routing rules slowed down the sales process

Lead assignment made things more difficult.

GTA Homes relied on Salesforce’s native Assignment Rules to route incoming leads to the right reps, but maintaining those rules required constant attention.

The team spent 5+ hours each week updating routing criteria for new projects and adjusting schedules as sales agents joined, left, or took time off.

But because those rules weren’t flexible, leads often went unassigned when reps were out of the office or on vacation. The team needed a Salesforce-native solution that could both clean up duplicate data and route incoming leads dynamically, all without code or heavy admin support.

We operate at high volume, high velocity.

So the sooner that we can get criteria and people inputted into the system, the faster we can close deals

Chris MacLean, Salesforce Consultant at GTA Homes

Solution

Mass deduplication cleaned 170,000 records

To regain control of their Salesforce data, GTA Homes implemented Complete Clean to tackle duplicates at scale. With Complete Clean’s customizable match settings, the GTA Homes team was able to uncover matches based on the fields and values that mattered most to their business.

Before using Complete Clean, Salesforce contained around 300,000 leads — many of them duplicates of the same individuals registering for different real estate projects. With the new system in place, GTA Homes deduplicated those records down to 130,000 without losing critical client information.

Before, we had around 300,000 leads in Salesforce. Some leads had anywhere from 2 to 10 duplicates.

With Complete Clean, we were able to dedupe down to 130,000 records without losing critical prospect data.

Chris MacLean, Salesforce Consultant at GTA Homes

The team used customizable match settings to find connections that Salesforce’s native tools couldn’t catch.

Then, they built multiple tiebreakers to control which fields to retain, and previewed every merge plan before running it to make sure no valuable data was lost in the process.

And to prevent new duplicates from forming, GTA Homes also set up scheduled flows to run periodic checks and automatically identify any overlapping records that appeared over time.

[Complete Clean] was great because we could see how our dedupe plans were going to play out before we hit merge.

Never in my career have I been able to tackle a duplicate situation like the one we had here so quickly.

Chris MacLean, Salesforce Consultant at GTA Homes

Smart routing simplified management and improved response times

After cleaning their data, GTA Homes turned its attention to lead routing efficiency.

Using Complete Leads, the team built a more flexible, scalable lead routing system that aligned with their territory structure and fast-moving project schedules.

With its drag-and-drop flow builder, GTA Home’s Sales Ops team could now create and adjust routing rules in minutes — no code or admin support required.

Each rule reflected the company’s real-world setup, with cities across the Greater Toronto Area tied to specific user groups. The visual interface also made it easy for sales leaders to access and edit routing logic themselves on the fly.

Complete Leads is so straightforward to use that our sales leaders can make updates when they need to. I would have never let anyone who isn’t a Salesforce Administrator anywhere near our old assignment system.

Chris MacLean, Salesforce Consultant at GTA Homes

Routing also became faster and smarter with Complete Leads.

The team configured Complete Leads to send new inquiries only to reps who were active and available, skipping those who were out of the office or on vacation. This made sure no lead went unattended and response times stayed consistently fast.

Complete Leads also supports fallback routing, automatically rerouting leads when a primary rep is unavailable to further ensure every opportunity gets the attention it deserves.

[Complete Leads] means no one has to go in and configure the entire routing system when a rep goes on vacation.

We can take them out of queues with a few clicks. It allows us to stay nimble.

Chris MacLean, Salesforce Consultant at GTA Homes

Finally, GTA Homes introduced a weighted round-robin system that automatically balanced assignments based on rep seniority. This eliminated manual oversight and ensured fair, efficient distribution of new opportunities without the maintenance burden that had slowed them down before.

The Final Word

Complete Clean and Complete Leads empowered GTA Homes by making deduplication, matching, and routing a breeze. They could finally create routing rules to support their complex go-to-market needs; plus they can keep their CRM clean without having to worry about losing valuable client information.

The success team has been phenomenal.

We’re in communication all the time, they’re very responsive, and they’re very thoughtful with how they work with us and can get very creative with their solutions as well.

It’s amazing where we’ve gone in just a few months.

Chris MacLean, Salesforce Consultant at GTA Homes

It’s a solution that will benefit their revenue teams for years to come.