Lightmark Media, a digital marketing firm for real estate companies, uses Zapier to automate workflows that help them differentiate between new and existing leads, keeping their clients' CRM clean and organized. By connecting CallRail, a call tracking and analytics tool, with Zapier, Tatiana Sharp can automatically sift through phone calls from clients and send only new leads to their CRM. This integration brings value to the real estate investors and agents by allowing them to focus on building relationships and crafting successful campaigns, rather than managing back-end systems. With Zaps, Lightmark Media creates a backup leads database using Google Sheets, ensuring that client data is easily accessible in case of technical issues with their CRM.