Web agency builds its own outreach CRM on Airtable with a Claude Code front end

What they did

They built a custom CRM for a sub-brand that makes websites for mortgage brokers in Australia, with Airtable as the database and the interface built using Claude Code. From the CRM they generate a personalized website for an individual broker and send it in a custom email. They score each prospect's existing website before outreach to decide who to contact first, track opens and clicks on each link and feed that back to the sales team, and generate re-engagement pieces based on the contact and their business instead of generic follow-up sequences.

How it went

They call it hugely beneficial because the CRM fits exactly how that business sells, where a standard CRM would have meant compromising the workflow or stitching together separate tools.

Worth knowing

• It needs ongoing maintenance and improvement. They say the value isn't cutting software fees but building the software around the business. Another commenter building their own CRM found that reading reps' Gmail inboxes needed a restricted-scope security review that took about six weeks.
• Price check: Claude: free plan; Pro: US$20/month, or US$17/month on a yearly plan (US$200/year) (checked Nov 1, 2026); Airtable: free plan; Team: US$24/month, or US$20/month on a yearly plan (US$240/year) (checked Oct 26, 2026).

Paying for Claude? See cheaper Claude alternatives.

Try it yourself

Paste this into a chatbot, then add your own details underneath.

I run a small agency and track prospects in Airtable with these fields: [fields]. Help me add a 'priority score' from 1 to 10 based on these signals: [signals, such as an outdated website or no booking link]. Write the scoring rules in plain words first, then the Airtable formula, and tell me which fields I need to add.

Original post

See u/TT-Bear29's original post on Reddit → (Sep 9, 2026)