Client Background Established in 2016, our client has rapidly emerged as a notable entity within the real estate sector, showcasing a diversified portfolio that spans commercial and residential properties across key Indian metropolises including Mumbai, Bangalore, and the National Capital Region (NCR). Leveraging the substantial land holdings of its parent conglomerate, the organization is poised for significant growth through strategic developments and collaborative ventures in major cities. Business Objective The client’s sales division is faced with the critical task of enhancing the efficiency and effectiveness of their pre-sales activities. A primary challenge lies in the accurate categorization of pre-sales calls into hot, warm, or cold leads, which is essential for prioritizing follow-up actions and optimizing sales strategies. Furthermore, there is a pressing need for a comprehensive analysis of call data to glean insights on sales interactions, including the assessment of the sales team’s communication skills and the identification of areas for improvement in sales pitches. Currently, the classification of leads relies solely on the subjective judgment of individual salespersons immediately following each call, which may not consistently reflect the true potential of the leads. The organization is seeking innovative solutions to systematize the lead categorization process, enhance the quality of customer interactions, and ultimately, refine their sales approach for better conversion rates. Scenario Planning   Phases in propensity modeling   Solution Phase 1: Integration with Customer Relationship Management (CRM) System The initial step involved the integration of the client’s call center audio recordings, stored on Amazon Web Services (AWS) S3 storage, with the CRM system. To facilitate this, a dedicated S3 bucket was established specifically for the Propensity Modeling project, ensuring a streamlined process for data handling and analysis. Phase 2: Audio