If Slow Contracts Are Costing You Sales, Here's a Fix

A client selling land parcels had a problem. Buyers would put down a deposit through WooCommerce, but the sale wasn’t done. The contract still needed to be created, sent, and signed.

And that’s where deals were falling through.

Every time a down payment came in, someone had to:

• Pull the buyer’s details from the order
• Figure out if it’s a cash purchase or financing
• Pick the right contract template
• Fill it in by hand
• Send it for signature
• Follow up until it got signed
• Store the signed contract somewhere findable

The longer this took, the more likely the buyer would get cold feet. Ask for a refund. Move on.

We built a system that gets contracts out fast and tracks everything in one place.

The Flow

Step 1: Verify Buyer Information

The moment a down payment comes through, the system sends the buyer a form to confirm their details.

This serves two purposes. First, it verifies the information is correct for the contract. Second, it keeps the buyer engaged while the contract is being prepared.

The buyer confirms:

• Full legal name (as it should appear on the contract)
• Address fields
• Contact information

They also get the option to add a secondary buyer. If they do, those details get captured too.

Once submitted, the system marks the record as verified and moves to contract generation.

Step 2: Generate the Right Contract

The system looks at the sale and generates the appropriate contract automatically:

• Cash purchase → Purchase & Sale Agreement
• Financing → Terms Agreement (with the financing provider’s terms)
• Specific financing platforms → Additional contracts attached as needed

Different financing providers require different contract structures. The system handles this conditionally, routing to the correct templates and eSignatures connection based on the sale details.

The contract mapper takes the verified data, populates all fields, and prepares everything for sending.

Step 3: Send and Track

Contracts get sent automatically via eSignatures.com. The system:

• Sets status to “Waiting for Signature”
• Stores the contract ID and timestamp
• Monitors for signing events via webhook

Every status change updates in real-time. Contract viewed, signed, declined. The Airtable record reflects current state without anyone checking manually.

Step 4: Store and Match

Once signed, the contract gets stored and linked back to the original sale record using metadata attached during generation.

No hunting through email. No “which contract was this again?” Everything is connected.

The Interface

The team has a single view of all contracts:

• Current status of every pending sale
• Filter by sent, signed, withdrawn
• Withdraw contracts if a deal falls through

The withdraw functionality runs through a custom API endpoint. Click the button, the system processes the withdrawal, done.

The Results

Higher close rate. The faster a contract lands in the buyer’s inbox, the less time for second thoughts. Down payment to contract sent now happens in minutes, not days. Fewer refund requests, more completed sales.

Less time spent. No more manual data entry, template selection, or follow-up tracking. The team focuses on sales, not paperwork.

Single source of truth. Every contract, every status, every sale. All in one Airtable base. Historical contracts were migrated in too. Complete visibility.

Conditional logic that actually works. Cash vs financing, different providers, different business entities. The system handles the complexity so the team doesn’t have to remember which template goes where.

Before vs. After

The Technical Stack

Data flow:

• WooCommerce captures down payments and triggers the process
• Make.com orchestrates the automations
• Fillout handles buyer verification forms
• eSignatures.com manages contract sending and signing
• Airtable stores everything

Contract mapping:

• Custom endpoints handle different financing providers’ data structures
• Routes to correct eSignatures connection based on business entity
• Schema built by examining eSignatures fields and mapping them to Airtable

Historical data:

• All historical contracts migrated into the new structure
• Single source of truth from day one

The Principle

Speed matters in sales. The longer a buyer waits, the more likely they walk.

This system removes the delay between “I want to buy” and “here’s your contract.” The mechanical work happens instantly. The team just watches deals close.

This is exactly what good automation looks like—the team didn’t shrink, they just stopped losing deals to slow turnaround.