Geocon redefines home-buying journey with Agentforce.

Geocon is one of Australia’s fastest-growing property development companies. The business has evolved from constructing small homes and cottages to delivering large-scale, mixed-use precincts encompassing residential and commercial opportunities.

Rapid growth sparked the need for new ways to scale.

Following a period of rapid growth, Geocon realised the need for a more flexible CRM to support its continued growth and evolution. Rather than relying on a traditional industry solution, the property development company wanted a platform it could customise to support its own ways of doing business.

Processes like defect management were also ripe for innovation. When a building is completed and the units within are sold, owners have a defined period of time to log certain defects so they can be resolved under warranty. This results in a temporary spike in inquiries and cases which were previously managed using various systems and inboxes, impacting data compliance and slowing response times.

Agentforce transforms workflow and enhances customer experience.

Geocon brought in Salesforce over six years ago, using the platform to drive efficiencies across its business. The property development company is now in the midst of another transformation and using Agentforce to fundamentally change how work gets done. 

The company’s first agent has revolutionised the essential but time-consuming process of defect management. Replacing various systems and email inboxes, the solution provides owners, tenants, strata reps, and building managers with a single portal to log defects at any time. Built on Experience Cloud, the portal allows users to converse with an AI agent in natural language to log defects or ask related maintenance questions. Using retrieval augmented generation, the agent searches across account records, cases, and knowledge articles to find the data it needs to respond and act with precision.

The agent, known as Gus, can identify the properties users are inquiring about and determine whether they fall within the builder’s defect liability period. If they fall outside this period, the agent lets users know they are still welcome to log an issue but may be subject to a call-out fee. The agent can then automatically raise cases within Agentforce Service and assign them to the right subcontractors. 

The new process is significantly more efficient than Geocon’s previous way of working and allows cases to be instantly routed to subcontractors as opposed to the average six-and-a-half hours it took in the past. A significant portion of these time savings has come from Agentforce’s ability to autonomously collect and verify case data. This has increased adherence to data compliance on cases from 33% to 100% and allowed cases to be transmitted to subcontractors immediately. 

The AI-driven defect management process has also earned positive feedback from users, particularly strata managers who can now raise multiple cases at once. Andy Magee, Chief Information Officer, said that this was an unanticipated benefit of Agentforce. 

“Our agent has become smarter over time, and without specific programming, it can now analyse a single block of text from a strata manager, identify different issues, and create a unique case for each one,” said Magee. 

Agentforce set to boost sales efficiency and improve the buyer experience.

Geocon's transformation extends beyond service, with the company set to use Agentforce to qualify and nurture leads from organic channels. A soon-to-be-launched agent will interact with leads via email and SMS to gather details such as purchase timeline, budget, and preferred property or location. 

The agent is designed to engage in a very human way, asking relevant questions and responding with information related to leads’ stated interests. The goal is to build a complete profile of the lead and hand off a sales-ready prospect to a human sales rep, boosting sales efficiency.

“It’s not uncommon for people to reach out to three or four developers at once or go to multiple open houses on the weekend, so the company that’s the first to engage them in a meaningful way could be the one that wins the race,” said Magee. “With Agentforce, we can strike when the iron is hot and gather the right information to create a really personalised buying journey.” 

Experience Cloud augments this journey by underpinning a portal that enables buyers to track key milestones and schedule settlement appointments. It also guides them on a walk-through of their property where they can capture and upload photos and details of any defects.

Through this portal and others created for sales partners and subcontractors, Geocon can collect more uniform data on its properties, customers, and suppliers.

“One of our goals starting out with Salesforce was to better understand our business, our customers, and the market and make decisions based on data,” said Magee. “Now, we have solid data that allows us to track market changes over time and identify what influences a buyer’s decision. We can also make decisions based on data, including how to target a marketing campaign or price a particular subset of our stock.” 

What’s next for Geocon and the future of property sales

Geocon is continuing to innovate with Agentforce and explore how it can help to facilitate a fully digital purchasing journey, ensuring customers receive seamless, 24/7 support every step of the way. A next step could be to provide Agentforce with access to real-time data on stock availability so it can recommend specific apartments to leads. 

The company also plans to use Data 360 to bring more data into Salesforce, including finance data from its ERP. This will provide a more complete view of the business and its customers, enabling better decision-making and more intelligent agents. 

Data 360 together with Agentforce Marketing will also enhance customer engagement. Geocon already uses Account Engagement to manage promotions and communications with buyers and sellers. Now, it is exploring how to tap into the agentic features of Agentforce Marketing to drive more efficient, personalised engagement for both its property and hotel businesses.

With Salesforce’s deeply integrated platform, Geocon has created efficiencies across sales, service, and marketing. Agentforce brings digital labour to key business processes to augment employees and improve customer experiences.

One of these processes is defect management which previously involved multiple systems and email inboxes, leading to inconsistent data and slow response times. Now, defects can be logged through natural language interactions with an autonomous agent that can create and route cases to subcontractors right away. This new process has dramatically increased efficiency, customer satisfaction and improved data compliance.

Moreover, human and agent collaboration enabled by Agentforce can help the business manage a dynamic workload and be there for customers 24/7.

Geocon's successful deployment of Agentforce has been underpinned by its collaboration with Salesforce partner VISEO. The experience gained from its initial deployment, combined with ongoing enhancements to Agentforce, streamlined the implementation of the company's second agent.

Geocon and VISEO also worked closely to implement crucial guardrails for this agent, ensuring information shared with leads is grounded in specific data and that those ready to speak to a human sales rep can be connected straight away.

Magee is excited about the future opportunities Agentforce will enable and sees business teams playing a greater role in building and optimising agents, using the Agentforce Command Centre and developer tools.

“With Agentforce, Salesforce is really starting to put power back into the hands of the business to drive innovation and make meaningful changes to our operations,” said Magee.