Sales progression specialist ASAP has found that the introduction of guided AI into its sales progression operation has reclaimed around 30% of its onboarding team’s day. This has resulted in a dramatic reduction in time spent on repetitive admin, enabling the team to place more of an emphasis on directly liaising with buyers and sellers.
The company estimates that around 95% of the time previously spent opening sales progression files has been eliminated through automation, with AI handling repetitive, rules-based tasks such as document reading, data extraction and case opening. However, human oversight remains central to the process, with all exceptions and edge cases reviewed by the team.
The move forms part of Complete ASAP’s wider strategy to use AI responsibly – deploying automation where it improves speed and accuracy, while freeing up the team to focus on everything that requires judgement, empathy and relationships.
Matt Goddard, Chief Technology Officer (CTO) at ASAP, comments: “Our onboarding team are exceptional at managing property transactions but were spending a huge amount of time buried in admin – manually reading incoming memoranda of sale, validating information and opening cases. A major challenge came from the nature of the data itself. Around 40% of incoming memos are handwritten, captured by estate agents outside of CRM systems. When we realised guided AI could reliably process this information, it provided further evidence of its time-saving capabilities.
“Importantly, this approach works on top of existing systems rather than replacing them. For us, using AI responsibly means letting technology do what it does brilliantly while keeping humans in control of what matters most. The biggest benefit is the time reclaimed to spend with buyers and sellers and the quality of the conversation clients have with our team, because that team is not drowning in admin when they pick up the phone. A case being opened quickly means a sales progressor is assigned sooner, so the transaction is in motion earlier, which matters enormously in a market where chains can fall apart if momentum is lost.”
In its first month of testing alone, the system has processed more than 550 cases and approximately 3,000 pages of documentation at a throughput that would have required significant manual effort to match.
Further automation projects are already in development, alongside expanded reporting and business intelligence capabilities designed to support smarter operational decision-making across the business.
