Lennar builds faster, smarter homebuying journeys with Agentforce.

Rising costs and a shifting housing market amplify the need to remove barriers to buying a home.

Since 1954, Lennar has helped more than 1.5 million families achieve one of life’s biggest milestones: buying a home. Known for quality homes in thoughtfully planned communities, Lennar builds, sells, finances, and insures homes in 30 states. Commitment to quality, value, and integrity is the foundation on which Lennar was built — and is especially important in today’s complex housing market. 

Rising material costs, labor shortages, and fluctuating interest rates affect both supply and affordability. “We’re committed to evolving and getting more efficient,” said Ori Klein, Vice President of Digital Product Development and Marketing. “There’s a fundamental shortage of attainable homes in this country and we have a responsibility to help however we can.”

Delivering on that responsibility starts with managing interest. Every week, Lennar receives tens of thousands of online requests for information (RFIs). Some prospects are just starting their search, while others are prequalified for a mortgage and ready to make an offer. On average, it takes about six months for a customer to move from first inquiry to homeowner — but by prioritizing purchase-ready leads, Lennar knows they could cut that timeline substantially.

Timing, however, is just as important as prioritization. Nearly 30% of requests arrive after business hours, as many people kick off their real estate search once the workday is done. Digital-first customers expect the same always-on convenience from real estate that they enjoy when shopping online. Without around-the-clock engagement, motivated buyers may keep searching elsewhere.

At the same time, running multiple business divisions has created data silos, making it difficult to track end-to-end journeys. The company has expanded to 50 divisions — each with its own tools and processes. Although these acquisitions strengthened Lennar’s offerings, they’ve also fragmented their view of customers. For example, a young couple could start their Lennar journey by renting an apartment in one of Lennar’s multifamily communities. A few years later, when they’re ready to purchase, a Lennar home offers the perfect fit. They close with Lennar Title and insure with Lennar Insurance — all while interacting with four distinct systems along the way. 

To truly make the homebuying process easier, Lennar knows they need to build a seamless, unified experience from browsing to purchase and beyond.

For example, if a potential homebuyer scrolling through listings on Lennar.com late at night requests more information about a specific home, the request is routed to LISA. LISA replies instantly, pulling the right information from Lennar.com and home details in GraphQL via Data 360 using retrieval-augmented generation. Powered by Data 360, LISA can provide relevant, accurate answers about individual houses, available homesites, community features, and pricing. If the potential homebuyer wants to schedule a tour, LISA schedules it for them through a direct connection with Agentforce Field Service and then creates a lead in Agentforce Sales. In just seconds, the buyer receives a confirmed appointment — and Lennar’s internet sales consultant (ISC) starts their day with the buyer high on their list of leads that are likely to convert.

If an ISC starts a conversation with a homebuyer during the day and doesn’t receive a response until after working hours, LISA picks up right where the ISC left off to keep the conversation going. “With Agentforce, we’re here for our customers wherever they are,” said Ori Klein, VP Digital Product Development & Marketing. “On their phone, computer, any time of day. Whether with their ISC or Agentforce, it’s the same chat all the way through.”

Lennar built strict guardrails to ensure LISA’s responses comply with the Fair Housing Act and state and property laws. If a buyer asks for financial advice, such as whether they can afford a home, LISA responds with, “I’m sorry, I cannot assist with that.” The same goes for inquiries about topics like crime rates, school ratings, or neighborhood demographics. 

Agentforce’s impact has been immediate. LISA now handles overnight inquiries, which make up 30% of Lennar’s inbound leads, and helps schedule new home tours. Based on this early success, Lennar expects LISA to book 12,000 appointments in the next year. With always-on support, motivated buyers get answers and next steps right away — no waiting, no lost momentum.

With Agentforce automating prep and outreach, Lennar’s sales teams can focus on high-impact conversations.

After giving buyers 24/7 support with LISA, Lennar turned its attention inward with AI agents that make life easier for associates. ISCs now have an agent that lives in
Agentforce Sales that can help them work more efficiently. To engage with
Agentforce, ISCs can simply start a chat. Right away, Agentforce generates a prioritized list of leads and offers preset paths for ISCs to select from with a click, like searching knowledge or running a lead plan. ISCs can also type in an open-text prompt if they need something specific.

When the ISC selects a lead, Agentforce reasons across the customer’s profile in Agentforce Sales to determine the best communication channel and drafts a customer-ready message for email, SMS, or even a phone script. Agentforce doesn’t just stop at outreach; it can also recommend next steps in real time, confirm home tour appointments, update Agentforce Sales records, and automatically generate follow-up emails. Instead of juggling dozens of tools and to-dos, ISCs can focus on high-impact conversations. Lennar expects this to help keep more customers engaged, increase conversion rates, and shorten the sales cycle.

Behind the scenes, all of this is powered by over 1 million agentic workflows per month in which Agentforce uses large language models to perform tasks, reason, and take autonomous action. These workflows run across the Agentforce 360 Platform to help staff complete tasks, capture customer information, generate content, and move deals forward in less time.

Lennar is currently working on an agent to help new home consultants (NHCs) prepare for customer meetings faster. From the Salesforce mobile app, an NHC will be able to open a chat with Agentforce and choose from options like summarize lead, show homes matching interest, or send an email with key points for discussion. Agentforce then taps into Data 360 and Agentforce Sales to generate a summary that includes helpful details like past interactions, property preferences, financial readiness, and even recommended homes.

After the meeting, Agentforce automatically creates follow-up tasks such as scheduling next steps, sending documentation, or drafting a tailored email. The NHC reviews the output, makes adjustments, and hits send. What used to take hours is now ready in minutes, giving consultants more time to build trust and strengthen relationships with their buyers.

Looking forward, Lennar sees Agentforce augmenting every step of the customer journey. Post-purchase, customers could log into their support portal, built on Agentforce Service Portal, to check warranty details or get real-time answers about their home. And because the Agentforce 360 Platform is designed to work together seamlessly, they could even schedule a home repair — powered by Agentforce Field Service — right from the same portal. Marketing teams could use agents to nurture top-of-funnel leads, adding them to campaigns and creating records in Agentforce Sales without manual effort.

“Imagine the delight of a customer that has a problem with their roof or air conditioning and they get treated like royalty immediately,” said Miller. “Agentforce can make sure they have an answer or appointment without waiting.”

The Agentforce 360 Platform powers connected experiences at every stage of the homebuying journey.

The Agentforce 360 Platform is more than just a toolkit for Lennar — it’s the foundation of every customer interaction. More than half of their associates log in daily to one of the following Agentforce 360 apps:

Agentforce Sales: Every RFI from Lennar.com flows into Agentforce Sales, where teams can track each lead until they convert to a homeowner. Agentforce Sales helps ISCs and Agentforce tailor outreach by identifying each customer’s preferred communication channel. It also assigns a buyer readiness to every lead, scoring them as “ready,” “ready and willing,” or “ready, willing, and able.” This prioritization ensures ISCs focus on the most qualified prospects, making their follow-up more timely and effective.

Data 360: The home and website data from Lennar’s in-house content management database in Optimizely, plus complex Oracle ERP data connected through MuleSoft, is often messy or incomplete. Data 360 cleans, organizes, and transforms it into insights that are instantly usable by stitching that data back together, surfacing missing details, and making sure the sales team sees the full picture. Lennar plans to expand Data 360 to include warranty data, partner apps, and multiple Salesforce orgs — a step that will unlock hyperpersonalized customer experiences and give teams visibility across departments.

Agentforce Service: As Lennar’s engagement hub, Agentforce Service manages digital conversations across channels and supports post-sale needs like warranty cases and appliance manuals. Looking ahead, Lennar plans to extend Agentforce Service with Agentforce Voice, connecting calls directly to customer data for faster, smarter support.

Agentforce Field Service: The backbone of scheduling and onsite service, Field Service helps sales consultants book home tours with buyers via SMS, powered by agentic appointment assistant flows. Once a buyer becomes a homeowner, Field Service manages service requests, repair appointments, and repair technician dispatch. Whether it’s touring a property or fixing a dishwasher, the process feels seamless because it’s all on one platform.

Tableau: Lennar’s marketing, sales, and operations teams turn real-time insights into action using Tableau. Teams can visualize everything from digital campaign performance to division-level sales activity, filterable by time, channel, or region.

With a single, connected view of every customer interaction, Lennar’s teams can act faster, make smarter decisions, and deliver a seamless experience from first inquiry to after move-in day.

“Salesforce is one of our most trusted advisors,” said Miller. “With Salesforce, we have the technology and partnership to truly advance this industry."

Unlike competitors with fragmented tools, Salesforce provides Lennar a standardized, end-to-end engagement layer across operations, ensuring every team is aligned and every customer interaction is seamless. Lennar credits this deeply unified platform with a tenfold increase in field seller productivity. With the Salesforce mobile app, their sellers can work anywhere — on the go, in the office, or in the field — with all tasks, data, and communications automatically synced across devices.

Now with Agentforce, this advantage is amplified. By connecting directly to Salesforce’s unified data, Agentforce turns information into actionable insights and automates processes that previously required manual effort. Lennar was able to go from idea to launch in just six weeks with their first agents, and they’re particularly impressed with how fast and simple it’ll be to add voice capabilities to those agents in the future. Agentforce’s low-code and no-code tools make it fast and easy for Lennar to build, test, and deploy new agents, unlocking both efficiency and innovation that’ll scale as Lennar grows.

“We’ve gained more confidence building on Salesforce,” said Klein. “We have over 20 active initiatives we’re building right now, and we’re excited about where Agentforce is headed.” 

For Lennar, the Agentforce 360 Platform isn’t just a collection of tools — it’s the engine behind a more connected and responsive homebuying experience. With a unified platform, mobile accessibility, and intelligent automation, Lennar is not just keeping pace with the industry — they’re building an Agentic Enterprise that’s shaping the future of homeownership.