CRM

How WolfPack Advising Built a Scalable CRM Framework for Bentley Home Inspection

Bentley Home Inspection, a trusted local inspection company, was managing a growing network of clients and real estate agents but relied heavily on manual processes and disconnected tools to stay in touch. WolfPack Advising implemented a fully automated CRM and communication framework designed to centralize outreach, improve engagement, and strengthen long-term relationships. By integrating intelligent automations for follow-ups, agent nurturing, review requests, and re-engagement, Bentley gained a scalable system that saves time, improves visibility into performance, and consistently drives measurable revenue—turning CRM from an operational tool into a core growth engine.

Susan Bentley Headshot

Bentley Home Inspection is a Knoxville-based home inspection company with 28+ years in business and over 65,000 inspections completed across East Tennessee. Serving homebuyers, sellers, and real estate professionals, their success depends on local customers finding and trusting them online before booking an inspection, making strong search visibility essential to continued growth and lead generation.

Company: Bentley Home Inspections
Industry: Home Inspection
Website: bentleyhomeinspection.com

As Bentley Home Inspection’s client and agent network continued to grow, manual communication methods and disconnected third-party tools became increasingly difficult to manage. Follow-ups were inconsistent, engagement was hard to track, and opportunities to re-engage inactive agents were often missed.

Bentley also relied on paid software for review requests, adding unnecessary costs while still requiring manual oversight. Large, unmaintained contact lists created deliverability risks, and the lack of automation made it difficult to run data-driven campaigns at scale. Without a centralized CRM strategy, Bentley needed a more efficient, measurable way to maintain relationships, improve engagement, and support long-term growth.

WolfPack Advising designed and implemented a centralized CRM and automation framework tailored to Bentley Home Inspection’s workflows and growth goals. The system was built to replace manual processes, eliminate unnecessary software costs, and create consistent, measurable communication with both clients and real estate agents.

We began by auditing Bentley’s existing contact lists and communication methods, cleaning and organizing data to protect deliverability and ensure accurate segmentation. From there, we built automated workflows within ActiveCampaign to support every stage of the relationship lifecycle—from post-inspection follow-ups and review requests to long-term agent nurturing and re-engagement.

Key automations were developed for review requests, agent milestone messages, inactive agent reactivation, and lead nurturing, each triggered by specific behaviors or timeframes. Engagement tracking was layered into every sequence, allowing Bentley to see which contacts were interacting and automatically adjust follow-ups based on real activity.

Ongoing monitoring and optimization ensure the system continues to perform over time. Campaign results, list health, and engagement data are reviewed regularly, allowing refinements that keep Bentley’s CRM running efficiently while consistently supporting revenue growth and relationship management.

Case Study Timeframe: May–November 2025

Bentley Home Inspection’s CRM integration delivered immediate and measurable improvements in operational efficiency, agent engagement, and revenue generation. By implementing WolfPack Advising’s CRM and automation strategy, Bentley eliminated manual follow-ups, reduced reliance on third-party tools, and established consistent, scalable communication with both agents and clients.

Campaign Performance & Engagement Metrics

Between May and November 2025, Bentley executed 14 automated campaigns, sending a total of 13,194 emails. Engagement significantly outperformed industry benchmarks for home services:

  • 46.85% average open rate (industry average: 17–28%)

  • 4.15% click rate

  • 8.85% click-to-open rate

  • 1.36% bounce rate (excellent, under the 2% threshold)

  • 0.66% unsubscribe rate (well below the 1% benchmark)

These metrics demonstrate strong list health, high message relevance, and protected deliverability—critical factors for long-term CRM success.

Automation Breakdown & Revenue Impact

Between May and November 2025, Bentley leveraged multiple CRM automations designed to re-engage inactive agents, nurture ongoing relationships, and convert first-time agents into long-term partners. Each automation tracked revenue directly within the CRM, allowing for precise attribution.

Inactive Agent Reactivation Automation

This automation automatically identifies agents who have not completed an inspection within a defined timeframe and sends a personalized check-in sequence. When an agent re-engages and schedules another inspection, the deal is tracked as won.

Results:

  • 227 deals won

  • $166,021 in attributed revenue

Inactive agent reactivation became one of Bentley’s strongest revenue drivers, achieving conversion performance well above typical home services benchmarks.

Listing Agent Nurture Automation

This workflow nurtures relationships with listing agents involved in inspections, keeping Bentley top of mind and positioning the company as the preferred inspection partner. Revenue is attributed when these agents later return as buyer’s agents.

Results:

  • 42 deals won

  • $32,060 in attributed revenue

New Buyer Agent Second Inspection Automation

After a buyer’s agent completes their first inspection with Bentley, this automation delivers timely follow-ups designed to encourage a second booking and establish repeat behavior.

Results:

  • 66 deals won

  • $45,721 in attributed revenue

Review Request Automation

Review request automation further strengthened Bentley’s online reputation while reducing software costs. Over the past six months, the system sent 8,298 automated review requests, achieving:

  • 69.4% average open rate

  • 14.7% average click rate

All review generation occurred without paid third-party review platforms, lowering overhead while maintaining consistent reputation growth.

Overall Impact

Together, these results show how WolfPack Advising’s CRM and automation strategy transformed Bentley Home Inspection’s communication into a scalable, revenue-generating system. The implementation improved engagement, protected deliverability, reduced operational friction, and delivered clear, trackable revenue—supporting sustained business growth without increasing manual workload.