Your best leads are already in your filing cabinet.
Every valuation that went quiet, every applicant who never found the one, every landlord who said "not yet" — they're still sitting in your CRM. Upload the export and CRM Match tells you, in seconds, which of them are hot again right now.
How CRM Match works
Five steps from CSV export to re-target list.
Nothing to configure. Export what you already have, upload it, and let the matching happen server-side against your own patch.
Export your CRM as a CSV
Any CRM export works. CRM Match looks for a column that reads like an address or property, and — if present — columns that read like a name, lead or contact, an email, and a phone, tel or mobile number. Column order doesn't matter, and the header names don't need to match exactly.
Upload the file, or paste it straight in
Drop a .csv file or paste the raw CSV text directly into the page — useful if you're copying rows out of a spreadsheet rather than exporting a whole list. Up to 2,000 rows per upload. Give the list a name if you want to keep several running side by side.
Server-side address matching, clipped to your patch
Each address is normalised — uppercased, punctuation stripped, whitespace collapsed — and matched exactly against our property records, but only within your branch's entitled patch outcodes. Nothing is matched against the national database. When your leads carry postcodes, the search narrows itself to just those outcodes first, which is the difference between a match that completes in under a second and one that could otherwise time out on a large patch.
Your CRM export
Move-likelihood
scorer
Re-target list — hottest first
Ranked, masked, and ready
Matches are ranked hottest first by our first-party move-likelihood score, up to your top 100. Each one shows a masked address — street and outcode only, never a house number and never the property's UPRN — alongside the lead's own name, email and phone straight from your CSV, so you know exactly who to call.
Saved as a cohort, ready to canvass
The matched properties are saved as a cohort — the same underlying object your Patch tray and Canvassing Campaigns already use — so re-targeting these leads means dropping them into an existing letter sequence, not rebuilding an audience from scratch. Change your mind? Delete the upload and the cohort goes with it.
The database you're already sitting on
Nobody starts a CRM. It just accumulates.
Every branch has years of contacts sitting untouched: valuations nobody re-checked, applicants who went quiet, landlords who weren't ready yet. None of it is deleted. Almost none of it is ever looked at again — because there's no way to know, out of a thousand old rows, which ten are worth a phone call today. CRM Match exists to answer exactly that question.
Lapsed valuations
Homeowners you valued who never listed. Circumstances change — a job move, a growing family, a market that's finally turned in their favour.
Cold applicants
Buyers who never found "the one" and stopped replying. Their old wish-list address might be exactly what's about to come to market.
"Not yet" landlords
Investors who said they'd hold for another year or two. That year is up more often than the CRM ever tells you.
Enquiries nobody chased
A form fill or a phone enquiry that didn't convert at the time. Not every lead is dead — most are just untimed.
One record, two lives
Same address. Completely different lead.
A valuation you gave three years ago is worthless in a spreadsheet — you have no way of knowing whether that homeowner is any closer to moving than the day you last spoke to them. Matched against a live move-likelihood signal, the same record instantly becomes something worth acting on today.
- The old record never changes — only its context does, and that context comes from live market signals, not from you re-chasing every contact by hand.
- You still hold the relationship — the name, the history, the reason they trusted you the first time. CRM Match just tells you when to use it.
Illustrative example — not a real client record.
A morning with CRM Match
Fifteen minutes, before the phones start ringing.
Three steps from a dusty CRM export to a ranked call sheet.
1 · Before the desk fills up
Export the lapsed-valuations list
A five-minute CRM export — every valuation from the last three years that never turned into an instruction. No cleanup required.
2 · Upload and match
Watch the list rank itself
The match runs server-side in well under a second per patch scan. What comes back is ranked hottest first — no manual postcode checking, no cross-referencing current listings by hand.
3 · Before the day starts
Call the top of the list
A homeowner who hasn't heard from the agency in two years gets a call that actually lands: "Your area's moving again — is now a better time?" Not a script. A reason.
The old way vs CRM Match
Most agencies don't re-check their old leads at all.
Not because the leads aren't worth it — because there's never been a fast way to know which ones are.
| Task | With CRM Match | Without it |
|---|---|---|
| Checking who's newly likely to move | Automatic, on upload | Rarely done at all — the list just sits there |
| Deciding who to call first | Ranked hottest first automatically | Alphabetical, or whoever you remember |
| What leaves your desk | A masked address and an opaque ID | A full spreadsheet, wherever it's saved |
| Turning matches into outreach | Straight into your existing campaign rails | Rebuild a call list or mail merge by hand |
| Where matching looks | Only your branch's entitled patch | N/A — no automated matching at all |
| Time to a ranked call sheet | One CSV upload | Usually never happens |
What's in your CSV
Whatever your CRM already exports.
CRM Match reads column headers loosely, so you shouldn't need to reformat anything before uploading.
Address or property
RequiredThe only column CRM Match must find. A full address with postcode gives the cleanest match and the fastest search — a postcode-free address can still match, just more slowly.
Name, lead or contact
OptionalShown on the matched result so you know who to ask for on the call. Without it, the property is still matched and scored — you just won't have a name attached.
Carried straight through to the result row alongside the score, so you can follow up however suits the lead best.
Phone, tel or mobile
OptionalAlso carried through untouched. None of these optional fields are validated or matched against anything — they're simply echoed back with the result.
No header? No problem
If nothing in the first row reads like an address column, CRM Match treats the whole file as a plain list — one address per line, an optional name in the second column.
2,000 rows
The hard ceiling per upload. Anything beyond it is simply not read — split a bigger export into two lists instead.
Blank rows skipped
A row with no address doesn't break the upload — it's simply skipped, and duplicate addresses in your list are automatically collapsed to one before matching.
Your data, your contacts
It's your CRM. We treat it that way.
No certifications to wave around here — just what the system actually does with the list you upload.
Scoped to your branch, and only your branch
A match run is tied to your branch, your company and you as the uploading user. No other agent, on any other branch, can see your list or its matches.
A UPRN never reaches your browser
Every result carries an opaque match ID and a masked address — street and outcode, never a house number. The property's underlying reference identifier stays server-side, on every surface, not just this one.
Your patch only, never the national dataset
Matching is clipped to your branch's own entitled outcodes. An empty entitlement matches nothing — CRM Match can't be used to search property data outside what you're already covered for.
Delete it whenever you like
Uploads are yours to remove at any time — a single click deletes your own upload and its cohort, scoped so you can only ever delete the ones you created yourself.
The honest comparison
The real alternative isn't doing it by hand.
It's not doing it at all. Illustrative example below — actual time depends on your list size and how tidy your CRM export is.
Checking 500 old leads by hand
Rarely
attempted
500 individual postcode look-ups and listing checks — most branches never start.
Uploading the CSV
~1 min
Export, upload or paste, done — no reformatting required first.
The match itself
< 1 sec
Server-side, per patch scan — thanks to narrowing the search to your leads' own outcodes first.
Who this is for
Every branch has a back catalogue.
Independent branches
A decade or more of local relationships in one CRM, with no team dedicated to trawling back through it. CRM Match does that trawling for you, in the time it takes to export a file.
Multi-branch groups
Each branch matches its own list against its own patch — nobody's contacts leak across to a neighbouring office, and each branch keeps its own separate, deletable upload.
Anyone who's just switched CRM
Migrating systems is the moment an old database usually gets forgotten. Match the export before it's archived and the leads worth keeping surface themselves.
Where the matched list goes next
CRM Match feeds the rest of your toolkit.
A matched list isn't an island — it lands as a cohort your other Home Intelligence tools already know how to use.
Patch
See your matched leads sitting alongside every other scored property on your live territory map — reductions, withdrawals and stale stock included.
Canvassing Campaigns
Turn the matched cohort into a printed, posted and tracked letter sequence — the same cohort object, no audience rebuild.
Letter Designer
A re-engagement letter reads differently from a cold approach. Design the "we haven't spoken in a while" version once, save it, and reuse it on every future match.
Property Reveal
Your CRM already has the name and number for a match — but if you ever need the current registered owner on a hot property outside your own contacts, Reveal does that separately, per address.
Scoreboard
Trace whether a re-engaged CRM lead actually turned into a valuation or instruction — the same outreach-to-outcome attribution as every other campaign.
My Market
Understand the wider demand and stock trend behind why a dormant lead's outcode has heated up in the first place.
Questions
Before you upload your list.
What do I need to run a CRM match?
A CSV export from your CRM with at least an address column. A name, email and phone column are picked up automatically if present, in any order and under common header names. You can upload a file or paste the CSV directly into the page.
Does my CSV need a header row?
No. If CRM Match can't find an address-like column name in the first row, it treats the whole file as a plain list of addresses, one per line, with an optional second column for the name. If you do have a header row, columns can be called almost anything sensible: address or property, name, lead or contact, email, and phone, tel or mobile all work.
How many leads can I upload at once?
Up to 2,000 rows in a single upload. Rows beyond that are simply not read rather than erroring, and a row with no address is skipped without breaking the rest of the upload.
Which of my leads will actually match?
Only leads whose address falls inside your branch's entitled patch — CRM Match never searches the national property database, only your covered outcodes. Within that patch, matching is exact: your CSV address is normalised (uppercased, punctuation stripped, whitespace collapsed) and compared against our property records the same way. A full postcode gives the cleanest match and also lets us narrow the search to just your leads' own outcodes, which is what keeps a 2,000-row upload fast.
Why didn't some of my leads match?
Usually a missing or slightly wrong postcode, or an address outside your branch's patch. Unmatched leads are listed back to you with their original text — a preview of up to 100 — so you can correct and re-upload rather than chasing an already-cold trail blind.
What does the score and band on a match mean?
The same first-party move-likelihood score used across Home Intelligence — Patch, Property Reveal and the rest — ranking properties by how likely they are to come to market. Matched leads from your CRM are ranked hottest first, so you know which dormant contact to chase before the others.
Is my CRM data shared with anyone?
No. A match run is scoped to your branch, your company and you as the uploading user. Only a masked address (street and outcode, never a house number or the property's UPRN) and an opaque match ID ever reach your browser. Nobody outside your own branch can see the list, and you can delete your upload at any time — the underlying record is removed, not just hidden from view.
Does CRM Match cost extra?
Browsing and running matches is free for any agent with analytics access on their branch — the same access that unlocks Patch and the rest of Home Intelligence. There is no separate CRM Match subscription.
What happens to a matched list after I run it?
It's saved as a cohort — the same underlying object your Patch tray and Canvassing Campaigns already use — so re-targeting these leads means dropping them into an existing letter sequence, not rebuilding an audience from scratch. You can delete the upload entirely at any time if you'd rather not keep it.
Can I upload more than one CRM list?
Yes. Each upload becomes its own separate cohort with its own name, so you can keep a lapsed-valuations list and a cold-applicants list side by side, and delete either one independently of the other.
More tools
Explore the rest of the estate agent toolkit
Patch
See who is likely to move before anyone else
A live map of your territory scored for likelihood to move — reductions, withdrawals, fall-throughs, stale stock and landlord stock, each with a full property dossier.
Property Reveal
Unmask the owner behind any likely mover
Pay-per-address owner reveal on hot properties — single or bulk — so your canvassing letter lands with a name on it, not "Dear Homeowner".
Canvassing Campaigns
Direct mail that lands when it matters
Branded letters to scored cohorts in your patch — printed, posted and tracked for you, with cadence sequences and auto-canvass rules that enrol newly-hot homes.
Letter Designer
Design the letter they keep
A full letter design editor with AI copy assistance and AI-generated artwork — every mailing in your brand, saved as templates your whole branch can reuse.
AI Market Appraisal
Walk in with the valuation already done
AI valuation with comparables and an AI council that stress-tests the number — appraisal-ready before you reach the doorstep.
Valuation Leads
Homeowners asking to be valued
Inbound valuation requests from home.co.uk delivered to your branch — statuses, auto-accept, delivery rules and per-lead intelligence in one inbox.
My Market
Your market share, measured honestly
Branch-level market intelligence — share of new instructions, competitor branch ranking, demand and stock trends across your outcodes.
Scoreboard
Every letter traced to its instruction
Outreach-to-outcome attribution — which campaigns, reveals and canvass rules actually turned into valuations and instructions, and what they cost you.
Canvas
The design studio built for agents
A full design studio inside the platform — brand kit, templates, folders, sharing and AI image tools for every piece of collateral your branch produces.
Photo Studio
Every listing photo, magazine-grade
AI photo enhancement, virtual staging and automatic room sorting — phone shots in, listing photography out.
Social Studio
A week of social in one sitting
AI social assets in your brand — Instagram analysis, market-stat templates and ready-to-post creative for every listing and win.
Articles
Your local content engine
An AI article pipeline from idea to published — keyword research, outlines, drafts, freshness updates and batch series that make you the local authority.
Website Studio
A new agency website by Friday
White-label, AI-assisted agency websites with custom domains — designed, built and hosted on the platform, synced to your brand kit and stock.
Widgets
Your site, powered by portal data
Embeddable valuation and property widgets for your own website, with analytics on every visitor interaction.
Ads Manager
Local advertising, self-serve
Banner campaigns across the home.co.uk network — targeting, impression estimates, creative tools and transparent billing, run from your dashboard.
Print Shop
From design to doormat
Print your Canvas designs as physical collateral — catalogue pricing, checkout and delivery handled from the same studio you designed in.
AI Visibility
Be the answer AI gives
See how your agency shows up across AI engines — visibility checks, brand mentions, tracked prompts and traffic correlation with your Google Analytics.
Listings Manager
Your stock, one command centre
Create, edit and publish listings with full media management, version history and imports — plus outbound feeds to the major portals.
CRM Sync
Plugs into the CRM you already run
Listing sync with Apex27, Alto, Jupix, Street, Rex, Loop, Domus, Expert Agent and more — stock flows in automatically, no re-keying.
Performance Analytics
Know which photo sells the house
Per-listing analytics — photo performance, price health and live view counts across your whole stock.
AML Checks
Compliance that bills the client
Anti-money-laundering identity checks with certificates stored against the deal — and bill-the-client payment so compliance stops costing you money.
Proof of Ownership
Title checked before you list
HM Land Registry titles bought in-platform via Business Gateway — pay-as-you-go or billed to the client, stored against the property.
Material Information
Part A, B and C without the chase
Material-information disclosure packs per property, with seller invites that collect the answers for you.
HomeSign
Signed before the seller cools off
E-signatures built in — send terms of business, track them from sent to signed, and keep every signed document stored against the lead it belongs to.
Referrals
Revenue from every completion
Referrals across eight services — conveyancing, mortgages, removals, surveys and more — with milestone tracking and payouts on business you already have.
Inigo
The AI assistant that knows your patch
Ask questions over your own market, patch and stock data — streamed, grounded answers inside the platform.
One platform for the branch. Every tool included.
Join home.co.uk and get the estate-agent toolkit with your account — market intelligence, canvassing, design studio, compliance and listings tools in one place. No lock-in. Pay only for the premium tools you actually use.
Quick setup · Built for UK estate agents · Trusted UK property platform since 1995