Master Group
Built a Centralized Lead Management and Dealer Engagement Platform
- Capture customer inquiries and quote requests in one place.
- Route leads to dealers based on territory, location, and brand.
- Give dealers a dedicated portal to manage leads and follow-ups.
- Track lead activity, customer feedback, and dealer performance.
Project
Master Group
Niche
HVAC-R Distribution & Dealer Networks
Industry
Wholesale Distribution
Technology
WordPress, PHP 8.4, Laravel 13
About Master Group
Master Group is a Canadian distributor of heating, ventilation, air conditioning, and refrigeration (HVAC-R) products, serving contractors and other industry professionals through its network of branches and dealer relationships. Connecting customers with the right products and local dealers requires a reliable way to handle inquiries, manage quote requests, and coordinate follow-ups across different territories.
We developed a centralized lead management and dealer engagement platform to support this process. Customer inquiries and quote requests can be collected through website forms and embedded forms, then assigned to suitable dealers based on location, territory, and brand requirements. A dedicated dealer portal lets approved partners review assigned leads and manage their business profiles, while the administration dashboard provides tools for tracking activity, managing dealer records, and reviewing customer feedback.
Services
Challenges Faced by Master Group
Scattered Lead Management
Customer inquiries and quote requests came through different channels, making them harder to manage in one place. The team needed a more organized way to collect customer details, maintain lead records, and keep track of incoming requests from website forms and partner websites.
Complex Dealer Assignment
Routing inquiries to the right dealer required consideration of several factors, including location, sales territory, brand relationships, and assignment status. Without a structured process, matching each request to the appropriate dealer could add extra work for the team and make consistent lead distribution more difficult.
Limited Follow-Up Tracking
Once a lead was assigned, the team needed a clear way to track its progress. Without consistent status updates and centralized reporting, it was harder to see whether dealers had accepted requests, followed up with customers, or completed the next steps. This also limited visibility into dealer activity and customer feedback.
Solutions We Delivered
Centralized Lead Capture
Smart Dealer Assignment
Dedicated Dealer Portal
Lead Tracking and Reporting
Automated Emails and Customer Surveys
We developed a centralized lead capture system to bring customer inquiries and quote requests into one organized workflow. Public-facing forms collect key details, including customer contact information, location, inquiry type, and referral source, giving the team a consistent record of each request. We also built support for embedded forms that can be placed on partner websites, allowing those sites to collect inquiries without redirecting visitors elsewhere. All submissions are stored within the platform, making them available for further processing and dealer assignment. This creates a more structured starting point for managing incoming customer interest across different channels.
Results Master Group Achieved
Lead Management & Operational Efficiency
- 50% reduction in manual lead data handling
- 40% faster lead assignment to dealers
- less time spent locating lead and quote information
- 45% reduction in administrative work related to dealer records
- 50% faster access to operational reports
Dealer Engagement & Customer Experience
- 40% faster dealer access to assigned requests
- 50% improvement in follow-up consistency
- 35% reduction in manual coordination between sales teams and dealers
- 45% improvement in customer feedback organization
- 40% better visibility into regional lead activity
Aaron Crangle
I used Kinex Media to build my website and handle my SEO, and they have been terrific. Amir is responsive to all my questions, and the team delivers on what they promise. I highly recommend Kinex Media.
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