INMA

What it is for:

• Answering every enquiry: each lead from the portals gets a WhatsApp from the agency within seconds, at any time of day.
• Screening tenants: leads answer the owner’s requirements on a short form, so agents only talk to the people who fit.
• Organising viewings: the lead books a slot from a link, with no calls.
• Finding flats for tenants: a new paid service, the search service.

From manual replies to an automatic flow

The problem

• Before:
  • Everything by hand: agents answered every enquiry from the portals on WhatsApp, one by one.
  • Screening by chat: they asked each person, message by message, whether they could be a good tenant, and then coordinated the viewings.
• Too many to keep up with:
  • busy days bring 150 to 230 enquiries;
  • the record was 572 in a single day, in October 2026, most of them for one listing.
• Time lost:
  • about 5 minutes of admin per lead;
  • an estimate from INMA’s product documentation, for an agency that gets 20 or more leads a day.

What changed

• Now: on flats with the automatic flow switched on:
  • Automatic reply: the system answers every lead on its own, with nobody typing;
  • Self-screening: the lead fills in the form, and the answers arrive sorted by who meets the most requirements;
  • The agent comes in last: they only write the follow-up once the lead has filled in the form.
• In September 2026: the agent sent a personal follow-up to 1 in 5 of the leads who got the automatic WhatsApp.

A more professional agency

• Everything in one place: each lead’s messages, answers, viewing and notes are in one record, so any agent can pick up the conversation.
• No mistakes: replies come from templates written once and reviewed, filled in with the right name, flat and links.
• The same for everyone: every lead gets the same clear information about the flat and its requirements.

In use every day

• Leads handled: more than 9,400 between January and October 2026.
• Growing volume: from 360 leads a month in February to 1,805 in August.
• Ready for other agencies: only Habita uses it today, but it is multi-tenant, with modules each company can switch on.

Deterministic on purpose

• Written by people: every message is a template written by a person; no language model writes anything.
• Only the details change: INMA fills in the name, the flat and the links.
• Nothing made up: the agency always knows exactly what each lead received.

Under the hood

Each agency sees only its own data

• Security in the database: 45 Postgres tables protected by 90 row-level security policies.
• Encrypted personal data: ID numbers and bank accounts in contracts are stored encrypted (AES-256-GCM).

Signed integrations

• Verified messages: what arrives from the portal emails, Resend and the public website is checked with an HMAC-SHA256 or Svix signature.

Tested before it changes

• Automated tests: 554 in September 2026.
• A safe rewrite: when I rewrote how leads come in, I compared the new code with the old one, real production emails included: 95 checks, 0 differences.

Bulk WhatsApp that resumes

• In batches: campaigns go out in batches that pick up where they stopped if something fails.
• Within Meta’s limits: sending respects Meta’s limits and waits longer between retries.
• No double sends: each batch is locked while it is being sent, and the lock expires on its own.

From enquiry to viewing

First the whole flow as an animation, then each step recorded in INMA. The agent’s side of the app is in Spanish, the language of the agency.

1 · The enquiry gets a WhatsApp within seconds

• Read automatically: the portal emails the agency; INMA reads the email and files the lead under the right flat.
• Spam filter: each lead gets a score from 1 to 10 on how real it looks.
• Automatic flow on: the lead gets a WhatsApp from the agency’s number in a median of 2.1 seconds, with their name, the flat and a link to a short form.
• Automatic flow off: the reply is already written with the person’s details, and the agent sends it in one click.

2 · The lead screens themselves on their phone

3 · The agent only writes to those who fit

• Sorted: the answers come sorted by how many requirements each lead meets.
• Must-haves: anyone who fails one drops to the bottom, in red, however many others they meet.
• One-click follow-up: the agent opens the first lead, checks the answers and sends the pre-written follow-up, in Spanish or English, with a link to book the viewing.

4 · The lead books the viewing, with no calls

Every lead in one place

• One table per flat: all its leads, how many are at each stage, their portal, the agent and the notes.
• Find anyone: search by name, phone or email.
• Their record: the status, who is handling them and the viewing they booked.