Case Study: Dorn Homes achieves industry-leading online conversion rates and $35M in annual sales with Lasso CRM

Dorn Homes - Customer Case Study

Dorn Homes faced the challenge of converting a large, often out‑of‑state online lead pool into in‑person appointments and contracts while managing remote work and high volume. Online Sales Advisor Shari Morton used Lasso CRM to manage roughly 2,500 prospects and 150–200 new leads per month, needing reliable follow‑up, coordination with onsite agents, and tools to stay connected across devices and time zones.

Using Lasso CRM and disciplined follow‑up processes (plus device syncing and regular team check‑ins), Shari’s program drove measurable results: her team generated nearly 47% of Dorn Homes’ 2016 sales—over $35 million—and she converted 21% of leads to appointments, with about 34% of those appointments going to contract (roughly 10% above industry standard). Lasso CRM enabled the tracking, outreach, and organization that delivered these improved conversion rates and substantial revenue impact.

Dorn Homes

Shari Morton

Dorn Homes