SalesRook is the UK's leading WhatsApp AI for estate agents and mortgage brokers. It engages every property enquiry within seconds, qualifies applicants through natural conversational WhatsApp messages, surfaces hidden valuation and mortgage opportunities, and syncs everything to your CRM with zero manual input. 87% response rate. 56% qualified conversion. 25 hours saved per 100 enquiries. Michael Poole: 11:1 ROI in month one.
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SalesRook's own data shows that 40% of qualified enquiries happen outside business hours. The applicant who enquires at 9pm on a Tuesday and gets a response on Wednesday morning at 9am is not necessarily lost — but the one who gets a personalised WhatsApp message from your AI within seconds of their enquiry is far more likely to stay engaged. The same data shows that 21% of qualified buyer enquiries contain a hidden valuation opportunity. That is one in five buyers who also has a property to sell. Without systematic qualification, that opportunity walks out the door undetected.
Response time is the single biggest predictor of whether an applicant proceeds to a viewing. SalesRook responds to every enquiry within seconds via WhatsApp — the channel applicants actually use — before your office has opened. The applicant is engaged before they have had a chance to move on.
Manual qualification is unscalable. The more enquiries you receive, the more of your best negotiators' time goes on early-stage conversations that have no commercial value. SalesRook automates the entire qualification conversation — budget, timeline, employment, circumstances — and delivers only serious applicants to your team.
One in five buyer enquiries contains a hidden instruction. SalesRook's qualification conversation systematically surfaces this — asking the right questions at the right moment in the conversation and routing the potential valuation to the appropriate branch and team member automatically. Michael Poole found 87 hidden valuation opportunities in 600 sales enquiries in a single month.
When WhatsApp conversations happen informally across multiple negotiators' personal or business phones, there is no consistency, no audit trail, and no GDPR compliance. SalesRook's Negotiator module integrates WhatsApp with Reapit CRM, creating a consistent, team-wide, GDPR-compliant communication record for every applicant interaction.
SalesRook was built for estate agents by people who understand the specific pressures of UK agency — portal dependency, out-of-hours volume, manual CRM data entry, and the constant search for the next instruction hiding in the existing pipeline.
Every enquiry from Rightmove, Zoopla, OnTheMarket or your website triggers an immediate, personalised WhatsApp message — within seconds, using your agency name and a natural conversational tone. The applicant receives what feels like a response from a member of your team before most agencies have even noticed the enquiry arrived.
SalesRook Core uses AI to guide each applicant through your qualification questions — budget, move-in date, employment status, position in chain, number of occupants — in natural language via WhatsApp. The conversation is contextual and responsive, not a rigid decision tree. The AI handles follow-up, clarification and chasing without involving your team.
During qualification, SalesRook identifies valuation opportunities from buyer enquiries (21% of sales applicants have a property to sell), mortgage referral opportunities from lettings enquiries, and landlord contact details from lettings applicants (up to 15%). These are surfaced automatically and routed to the right team member — without your negotiators having to remember to ask.
Every qualified applicant's profile — all conversation data, qualification answers, opportunity flags, and interaction history — syncs directly to your CRM without any manual data entry. Integrations with Reapit, Alto, LeadPro, Street, Homeflow and AcquaintCRM are live and production-tested across 150+ UK offices.
SalesRook Negotiator connects WhatsApp Business directly to Reapit CRM, giving your whole team access to client WhatsApp conversations inside the platform they already use. All messages are logged, searchable and fully GDPR-compliant. No more conversations happening on personal phones outside the business record.
SalesRook's AI assesses each applicant's qualification profile against your criteria and flags the leads most likely to convert — so your negotiators' time goes to the top of the qualified list, not the bottom of the unfiltered one. Applicants who are clearly out of scope are handled gracefully by the AI without consuming your team's time.
Integrates with your existing CRM and portals
SalesRook is set up and live quickly. Most agencies are handling real enquiries through the platform within a week of the initial scoping call. No lengthy IT project. No retraining for your negotiators. No change to how you manage your pipeline — just better inputs arriving in it.
SalesRook registers your agency's WhatsApp Business number via the official WhatsApp Business API — this is the official, compliant route that gives you a verified business account rather than a personal number. The registration process is handled by SalesRook's team on your behalf.
SalesRook configures the AI with your agency name, tone of voice, qualification questions, and opportunity discovery parameters. The AI introduces itself as a member of your team. Your qualification criteria — what constitutes a serious applicant, what constitutes an instruction opportunity — are built into the conversation logic.
Your Rightmove, Zoopla and OnTheMarket feeds are connected to SalesRook, along with your CRM integration. Enquiries arriving through any connected portal immediately trigger SalesRook's qualification conversation. Qualified applicant data syncs to your CRM automatically at the end of each conversation.
From go-live, every new enquiry from every connected source is picked up by SalesRook within seconds. Your team sees only qualified applicants — with full conversation summaries, qualification profiles, and opportunity flags — arriving in their CRM. The volume of unqualified contact drops immediately. The quality of what arrives in the pipeline improves from day one.
SalesRook provides monthly reporting on response rates, qualification conversion, opportunity discovery, and channel performance. The team uses this data to refine the qualification questions and conversation flow over time — and to show you clearly where the biggest gaps and opportunities are in your enquiry pipeline.
SalesRook is a Brand-tier Kerfuffle partner with 31 five-star reviews and a documented ROI track record — Michael Poole achieved 11:1 in month one; Your Move saved up to £19,831 in a single month. Kerfuffle members access a commercial conversation with their AM in the room before anything is agreed.
Standard route
Standard pricing
ROI modelled before you commit
Monthly subscription plus usage-based token costs. Most single-branch agencies save over £20,000 a year compared to manual qualification costs. Kerfuffle members get a projected ROI against their real enquiry volume before they sign anything.
SalesRook's full Kerfuffle profile has 31 verified agent reviews, documented case study data, and the full integration list. Open in a new tab.
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A live walkthrough of SalesRook Core handling a portal enquiry, qualification conversation, opportunity discovery, and CRM sync — plus SalesRook Negotiator showing WhatsApp integrated with Reapit. Followed by a Q&A on ROI modelling and implementation timeline.
A practical demonstration of SalesRook qualifying a sales enquiry via WhatsApp, identifying a hidden valuation opportunity in the conversation, syncing the qualified profile to Reapit, and routing the potential instruction to the appropriate negotiator — all without a single member of your team involved. Includes ROI modelling against real agency data.
SalesRook was built by a remote team of tech specialists focused on solving the specific problem UK estate agents face: too many enquiries, not enough time, and a platform (WhatsApp) that applicants actively prefer but agencies struggle to use at scale. Today, 150+ UK estate agency and mortgage offices use SalesRook as their primary lead qualification platform — processing over 50,000 weekly enquiries and delivering documented ROI that no manual process can match.
SalesRook is part of the PropTech That Pays Back programme on Kerfuffle — an initiative that rewards estate agents with kredits for actively using the tools they invest in. See SalesRook's pay-back terms and start earning credit for every qualified applicant the AI delivers to your team.
SalesRook responds within seconds, qualifies in minutes, and delivers only serious applicants to your team. 30-day rolling subscription. Cancel any time. Kerfuffle member terms reviewed before you sign.
Want to see your ROI projection before you commit?
Grab fifteen minutes with the Kerfuffle team. We will model SalesRook's projected ROI against your actual enquiry volumes, get you into a scoping call with the SalesRook team, and make sure the commercial terms are right for your agency before you go live.
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