How Olive Tree Holdings spends 95% less time managing APEX code with Traction Complete

Highlights

• Cut APEX development and testing time by 95%, eliminating 700+ lines of code with Traction Complete’s no-code automation
• Replaced fragile custom code with Traction Complete’s Salesforce-native automation, scalable enough to handle thousands of records asynchronously
• Centralized all business logic directly in Salesforce, removing reliance on fragile custom code and giving admins full control
• Automated complex matching, deduplication, and record updates across related objects (property, company, person) in one workflow

Overview

Olive Tree Holdings is a private investment company specializing in multi-family real estate throughout the United States. Their portfolio includes over $1 billion in multifamily assets.

The Challenge

Outbound motion created heavy lead management needs

Olive Tree Holdings’ sales team relied heavily on an outbound strategy. Every campaign required uploading massive lists of leads into Salesforce — often thousands of records at a time. So before a rep could even start prospecting, those leads needed to be queued, deduplicated, enriched, and assigned.

This created an operational choke point.

Instead of enabling faster prospecting, the process slowed it down. Sales had to wait while operations wrestled with data at scale, and valuable time slipped away before anyone could engage with prospects.

Custom APEX logic slowed agility and introduced risk

To cope with the volume, Olive Tree initially tried Salesforce Flows. But the tool couldn’t keep up with the size and complexity of their lead lists, so the team turned to APEX code instead to handle deduplication, enrichment, field updates, and assignment.

While APEX carried the business logic, it also carried major costs.

Every adjustment required weeks of development, testing, and rollout. The heavy customization pushed its Salesforce environment to its limits, introducing Apex CPU Time Limit Exceeded errors that interrupted critical processes.

The reliance on code also created long-term risk.

Maintaining fragile custom scripts tied the business to specific developers. If someone left the organization, there was no guarantee the next person could pick up the logic and keep it running. Olive Tree had sacrificed flexibility in exchange for a brittle system that drained both time and resources.

If somebody were to come and try to change some of the logic we would have to decide: Do we spend four weeks doing custom development, testing, and roll out?

Christina Tomaselli, Associate Director of Technical Operations and Enablement at Olive Tree Holdings

Constantly shifting real estate data compounded the problem

The nature of the real estate market added another layer of complexity.

Leads often contained more than 30 columns of information, and those fields connected across multiple related objects in Salesforce — property, company, and person.

But real estate data changes constantly.

Properties change hands, ownership reassigns, and records need to be updated across every linked object.

Without an automated system to manage these updates at scale, Olive Tree’s team struggled to keep data accurate. Sales reps often worked from incomplete or outdated information, undermining their ability to engage prospects effectively.

We are matching on multiple records. When a property changes hands and we need to reassign it to a new person, we need to make sure that all related records are also updated.

Christina Tomaselli, Associate Director of Technical Operations and Enablement at Olive Tree Holdings

Solution

Olive Tree Holdings needed to replace fragile, custom-built processes with something more scalable and sustainable. Traction Complete provided a Salesforce-native solution that could handle large data volumes, eliminate manual bottlenecks, and give operations full control without relying on developers.

Automated complex account hierarchies and matching logic

One of the biggest breakthroughs came from replacing APEX with Traction Complete’s no-code matching engine. Instead of maintaining hundreds of lines of custom code, the team could now configure rules in a visual UI.

This gave them the flexibility of APEX-level logic, like cross-object matching and deduplication, without writing a single line of code. They could match on multiple related records at once, ensuring that when a property changed hands, all associated objects like company and person records stayed up to date.

What we liked about Traction Complete was everything was housed right inside Salesforce. It was one spot, one workflow where all the business logic was housed. It was very easy for our team to come into the tool, see how everything was being executed, where to make changes, and there was no separate licensing.

Christina Tomaselli, Associate Director of Technical Operations and Enablement at Olive Tree Holdings

Reduced APEX development and testing time by 95%

The shift away from code improve accuracy and transformed efficiency. During implementation, Olive Tree eliminated more than 700 lines of APEX code, and the time required to maintain or update logic dropped by 95%.

Previously, every change took weeks of development and testing before rollout. Now, updates to business logic only take hours. The operations team can adapt faster to market shifts and update Salesforce without burdening IT and Salesforce admin resources.

My biggest ROI was the hours saved in APEX code review and testing.

I spent weeks working on that code before Traction Complete. Now changes in business logic only take a few hours to update, test, and deploy. The amount of development time has been cut down by 95% by switching to Traction Complete.

Christina Tomaselli, Associate Director of Technical Operations and Enablement at Olive Tree Holdings

Delivered clean, reliable data to reps

By consolidating matching, deduplication, and enrichment into one Salesforce-native workflow, Olive Tree created a cleaner and more reliable dataset for its sales team.

Reps no longer had to question whether duplicate records were skewing their view of a prospect or whether related property and ownership data was accurate. With cleaner records and more timely updates, the sales team could focus on outreach with confidence.

And because all the business logic now lived in Salesforce instead of fragile code, the operations team had full visibility and control over how data flowed. They could now make changes on their own without waiting on developers, adjust quickly when the business shifted, and keep the sales team moving instead of stalling in data bottlenecks.

The Final Word

Ultimately, Traction Complete gave Olive Tree a way to process thousands of records asynchronously without hitting Apex CPU time limit errors. The system delivered the power of developer-level automation but made it accessible to admins through a no-code interface.

By centralizing business logic inside Salesforce, Olive Tree broke free from the constant trade-offs between scale, accuracy, and agility. The sales organization could move faster, operate on cleaner data, and adapt to change without the heavy costs of custom development.

Traction Complete is so powerful. It allows you to get a developer-level tool at a junior admin skillset price. We can now run further, faster than ever before.

Christina Tomaselli, Associate Director of Technical Operations and Enablement at Olive Tree Holdings