Dealer Forge CRM unifies showroom intelligence, AI-driven follow-up, and the full customer→lead→deal hierarchy into a single, multi-store platform — so your salespeople sell, your managers see, and your buyers come back.
From the first ADF lead to the desking handoff, Dealer Forge connects every team, every store, and every conversation in a hierarchy you can audit.
ADF/XML ingestion, website forms, and third-party feeds with automatic duplicate rejection. Round-robin routing honors role, store, and availability.
Profiles with consent, segmentation, and a unified activity timeline. Vehicle of Interest, trade-ins, co-buyers, sales history, and online behavior on one screen.
Explicit "Desk Deal" handoff opens the full worksheet. Customer → Lead → Deal hierarchy stays bidirectionally in sync, never silently mutated.
Conversational SMS assistant with tool calling — searches inventory, schedules appointments, updates profiles, and adds to wishlist, all under your governance.
Pull from ADF, your website, social, phone, and third parties through a single ingestion layer. Active duplicates are rejected at the door so reps never chase the same buyer twice.
lead_status_audit with actor and timestamp.Madison handles inbound text conversations with full tool access to your inventory, calendar, and wishlist. Configurable personality, after-hours behavior, and re-engagement rules keep her on-brand and on-leash.
Inventory search, profile updates, wishlist add, appointment scheduling — every tool call is logged to ai_interaction_logs with citations.
Pick respond, acknowledge_only, or silent per store and per department. Store hours drive everything.
Configurable intervals and max attempts with re-engagement and auto re-enable via escalation_status.
Set name, persona, tagline, FAQs, promotions, and custom phrases. Chat-first priority suppresses redundant tasks.
Live showroom visits, active web shoppers, page-view scoring, and behavioral task creation feed a single picture of demand. Performance-tuned with pg_cron aggregates so your dashboards never lag.
From dashboards to reporting, every part of the dealership workflow ships in the same product, on the same data model, governed by the same row-level security.
Overview, My, and Team dashboards with KPI tiles, leaderboards, and live floor traffic.
Full lifecycle, scoring, routing, and ADF/website ingestion with duplicate rejection.
360° profiles, advanced search, duplicate detection, and customer data transfer.
Live visit tracking, sales-process steps, end-visit purchase cascade.
Categorized by Today/Overdue/Upcoming, with behavioral automation.
Multi-type appointments with collision check and reminders.
Unified stream across notes, calls, SMS, email, and status changes.
Recent opportunities surfaced by deal probability scoring.
Direct-mail / printable correspondence module.
Quick links, sales collateral, and in-app help center.
Pinned chat widget, inbox, and Madison AI on one rail.
VIN decode, market value comparison, trim lookup.
Vehicle of Interest drives heat-mapping and behavioral triggers.
Page views, dwell time, scoring, and Active Shoppers feed.
0–100 scoring across status, recency, activity, and trade-in.
Explicit Desk Deal trigger; bidirectional status sync.
Daily briefing, context-aware chat, controlled-autonomy actions.
Audit log, failure-mode handling, configurable autonomy.
Group → Store hierarchy, RLS on every table, 9 system roles.
Hours, routing, API keys, AI agents, and provisioning.
Sales log, AI analytics, status audit, impersonation logs.
UUID-keyed Dealer Group → Store hierarchy, with row-level security on every table and a Platform Owner bypass policy that's auditable end to end. Nine system roles, granular store assignment, automated user provisioning.
Read the security model →We replaced three vendors with Dealer Forge in 60 days. Madison handles the after-hours queue, the BDC sees every conversation, and our GM finally has one number for closed deals across all four rooftops.
Book a 30-minute walkthrough — we'll wire your real lead sources to a sandbox so you can see Madison work on your own data.