**About this file** This Markdown is an auto-generated, plain-text snapshot of one page on mertosolutions.com. Use it to paste context into an AI assistant. Visual layout, images, and interactive elements exist only on the live site - see **Canonical** below. **Page:** Custom CRM for cleaning company | Lead management and job scheduling | Merto Software Solutions **Description:** A national cleaning company was losing leads to slow follow-up and manual admin. Merto built a custom CRM that halved conversion time and cut admin by 60%. Get a free assessment. **Canonical:** https://mertosolutions.com/case-studies/custom-crm-national-cleaning-company --- 1. Home 2. / 3. Case studies 4. / 5. A custom CRM that doubled conversion speed for a national cleaning company Facilities Management # A custom CRM that doubled conversion speed for a national cleaning company Leads were managed in a shared inbox and a spreadsheet. Follow-ups were inconsistent, scheduling was manual, and the team had no clear view of which jobs were converting or why. Industry Facilities Management · Services Custom Software · Published January 2026 The full story ## The challenge The business had no shortage of leads. That was not the problem. BrightClean National had grown from a regional operation into a company covering multiple areas across the UK. As enquiry volume grew, so did the complexity of managing it. Leads came in through the website, by phone, and through referrals. They all ended up in the same place: a shared inbox and a spreadsheet that three different people were updating in different ways. Follow-up was inconsistent. Some enquiries got a fast response. Others sat for days because nobody was sure who had picked them up. The sales team were spending more time working out the status of a lead than actually converting it. Scheduling was its own challenge. Once a client agreed to proceed, booking the job meant checking staff availability manually, confirming by email, and updating a separate document with the job details. A single booking could take an hour of back and forth. Client communication fell through gaps too. Confirmations were sent manually, reminders depended on someone remembering, and feedback after a job was rarely collected in any structured way. The business was running well despite its systems, not because of them. ## The solution We built a CRM from the ground up, shaped around the way BrightClean’s team actually worked and the outcomes they cared about. Every lead enters the system from any source and is immediately assigned to a stage in the pipeline. The right team member is notified. Follow-up tasks are created automatically based on where the lead sits. Nobody needs to remember what happens next because the system prompts it. The scheduling module connects directly to the CRM. When a lead converts, the job details carry across without being re-entered. Staff availability is visible in the same interface. Bookings confirm with a single action. Confirmation and reminder messages go to the client automatically. Reporting reflects the questions management actually asked. Conversion rates by region. Average time from enquiry to contract. Job volume by service type. The dashboards update in real time and are accessible from any device. We spent time early on understanding how different team members used the old system and where their frustrations were. That shaped what we built. The people using it every day had input into how it worked before a single line of code was written. ## The result Conversion time from first enquiry to signed contract halved. The pipeline was no longer a mystery. The sales team could see every lead, its status, and the next required action without checking with anyone else. Manual admin dropped by 60%. Scheduling that previously took an hour of back and forth took minutes. Confirmation messages and reminders sent automatically, which reduced no-shows and last-minute cancellations. The operations manager noted that the biggest change was confidence. The team knew their leads were being followed up. Clients received consistent communication. Nothing was slipping through because the system was carrying the work that used to depend on someone’s memory. If your sales process is growing faster than the tools holding it together, a CRM built around your business is worth a conversation. What changed After go-live, the shift showed up in the week first. Then it showed up in the numbers. Here is what that looked like on the ground. 2x faster lead-to-contract conversion from first enquiry to signed contract 60% less manual admin across sales and scheduling teams Full pipeline visibility for the first time across all regions How we approached this Custom Software Development ## Ready to stop losing time to systems that don't work? You have just read how one team moved from firefighting to a calmer rhythm. If you want the same clarity for your own operation, start with a conversation. We will listen first, then map what a fix could look like in plain English. Book a Free Consultation Explore Our Services Free business assessment · No commitment required · Based in the UK