This month we introduced BoomCRM, our AI leasing & touring CRM, in a live session hosted by Rob Whiting (CEO and co-founder), Jon Zacharias (Product Manager), and Dani Lowder (Principal Customer Success Manager). It covered where the product came from, what it does today, and a walkthrough of the full path from listing to lead to application.
Couldn’t make it? Here’s the quick version!
Why we built it
The idea started on a trade show floor in early 2025. Within about two hours, two different people asked Rob the same question in two different ways: can Boom integrate with our CRM, or can we rig BoomScreen into one? The same question had come up repeatedly in the single-family world just weeks before. So we pulled on the thread.
What we found is that a typical leasing journey involves up to six separate communication channels and five logins between the first inquiry and a signed lease. That’s a rough experience for the prospect, and it’s exactly where applicant drop-off happens. Boom was solving the second half well. We had moved time to decision meaningfully on the application side, but everything from initial inquiry to application started was outside our view, which meant no visibility and no leverage on leasing velocity or full-funnel reporting.
BoomCRM closes that gap. Paired with BoomScreen, it covers the whole leasing experience: syndicate the listing, capture the lead wherever it comes from, qualify it, tour it, and underwrite it, in one system with one record of everything that happened.
What’s in it today
Syndication and branded listing pages
Your available listings pull in from your PMS automatically, and Boom syndicates them out from there. No manual entry, and no second place to keep updated. BoomCRM takes over for whatever syndication solution you’re using today, covering the major destinations. Listing pages are branded and can be embedded directly in your site. Photos, pet policies, and amenities all pull through.
We also built for channels that are usually hard to cover: MH Village ingestion for manufactured housing, and contact form capture for Facebook Marketplace leads.
Everything a prospect submits on any of those channels lands directly in your leads page, ready to assign, message, invite to tour, or send an application link.
AI leasing agent
Most people search for a home after work, which is exactly when your team isn’t in the office. The leasing agent answers the phone 24/7. It handles questions on availability, pet policies, rent versus purchase, and qualification requirements, and captures the caller as a lead with their contact information.
You train it. The answers and the boundaries are yours to set. When a caller wants a person, escalation paths route to a cell or another line, and you get the context of the conversation before you accept the call.
Prefer to talk to prospects yourself? Inbound and outbound calling both work in Boom without the agent, tied to the lead like any other message.
The written side works the same way. The agent handles SMS and email, and you choose between suggestion only, where it drafts and you send, or full auto response. You can split that by hours, so a person handles 9 to 5 and the agent takes nights and weekends.
Omnichannel inbox
Email, text, and voice in one place, tied to the lead. Users can link their own email address and work out of their normal inbox while every message still gets tracked centrally, so the history doesn’t live in one person’s account. It handles one-off messages and agent conversations.
Automated workflows and tasks
Workflows are where teams have gotten the most creative. You can automate communications, lead assignment, follow-ups, and stage changes across properties and users. A few patterns we’ve seen work:
- A prospect books a showing and immediately gets a text with access instructions and which entrance to use
- Leads from a specific source or property route automatically to the right teammate, who gets notified
- Stages advance on their own as a lead requests a showing, starts an application, or goes quiet for 10 days
- Internal nudges keep work moving. One partner has it set so a manager gets pinged if an application sits in submitted for three days, and the regional manager gets pinged at six or seven
Tasks work alongside them, created automatically by a workflow or manually by you, assigned to yourself or a teammate. Better than Post-it notes and a shared inbox for making sure nothing sits while someone’s on vacation.
Tours, prescreening, and lockboxes
Prospects can book their own showings against your real availability. Link your calendar and they only see windows you can actually take, guided or self-guided.
Before a tour gets booked, you can prescreen for whatever matters to you: credit score, income, pets, anything you want to know before a lead walks through your door. You can also require identity verification for tours, which filters out people who aren’t real and protects your team’s time.
That identity verification carries forward. If someone verifies to tour, they don’t verify again to apply. Other screening and touring solutions often make applicants verify two or three times across the funnel. One verification, one time.
For self-guided tours, we integrate with lockbox providers including Codebox, SentriLock, and igloohome. Bring the lockboxes you already own, and mix providers freely if your portfolio has a few generations of hardware on it.
Analytics
Because Boom now covers lead capture and screening, you can see the numbers at every stage of the leasing and screening journey in one place. Which syndication sources produce leads that actually convert to an approved application and a move-in, not just which ones produce volume. Same for showings: which sources drive tours where the person actually shows up. Plus days on market, time from lead to first human or agent touch, and time to decision. Dashboards are customizable, so leadership and marketing can each build the view they need.
A quick look at the flow
Dani walked one path live, a small slice of what the system handles day to day. As a prospect on a branded listing page for a sample community: browse photos and details, then choose one of three next steps. Start an application, ask a question through the contact form, or request a showing.
Requesting a showing surfaces only the times the community manager is genuinely free, pulled from their linked calendar. Pick a slot, add contact details and a move-in timeline, answer the prescreening questions on credit score and monthly income, and submit. It sits as pending confirmation, because in this configuration a manager confirms before the prospect gets access details.
On the Boom side, the lead appears in the leads page, assigned, with a showing requested and fraud alerts already flagged, in this case a location that didn’t match. From the showings calendar the manager accepts, reschedules, or marks a no-show, and leaves notes after the tour. Then, right from the lead card, Create application sends the invitation with the community, site, rent amount, and screening template already attached. As the application moves to submitted and approved, those statuses land back on the lead card, so one record covers the prospect from first click through move-in.
Want to see more?
This was the high level. A demo is where we get specific about your portfolio, your current stack, and pricing. Schedule a BoomCRM demo.
Look out for our new BoomCRM Monthly Roundup series, covering everything new in BoomCRM each month, with live Q&A.
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