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Workflow Secrets

SAM + Model Context Protocol

Give AI a window into your business. Not the keys to the building.

SAM's MCP Server gives compatible AI assistants a controlled way to understand what's happening in your business, retrieve the information you're authorized to see, and request approved actions through SAM.

43 current capabilities across contacts, priorities, opportunities, transactions, routines, communications, and more.

See the capabilitiesBook a demo

All integrations

What is MCP?

MCP stands for Model Context Protocol. It gives AI applications a standard way to work with outside systems. Instead of an AI assistant knowing only what you type into a chat, MCP can let that assistant ask an authorized system like SAM for the information or capability it needs.

For SAM, that means an AI assistant can work with real business context instead of guessing from a generic conversation.

  1. 1

    Your AI assistant

    You ask in the assistant you already use.

  2. 2

    SAM MCP

    SAM checks what you are allowed to see and what needs your OK.

  3. 3

    Your SAM business

    SAM answers from the business, or completes an approved action.

  • Contacts
  • Transactions
  • Routines
  • Communications
  • SAM Brain
  • Opportunities
AI asks. SAM understands and governs. SAM responds or performs an approved action.

An AI assistant is more useful when it understands your business

A generic chat only knows the words in front of it. SAM already knows the contacts, work, and history your business runs on.

Without SAM MCP

Remind me who George is.

A generic assistant may only know what has been typed into the current conversation.

With SAM MCP

Catch me up on George.

SAM can provide the context you are authorized to see, such as:

  • Contact information
  • Recent relationship history
  • Current priorities
  • Call List context
  • Opportunities
  • Linked records
  • Talking points

  • Ask

    What should I focus on today?

    SAM can bring together Daily Priority, overdue expected work, your Call List, and saved opportunities.

    • Daily Priority
    • Expected Work
    • Call List
    • Opportunities

  • Ask

    Prepare me for my call with Jennifer.

    SAM can help surface relationship context, recent interactions, relevant business records, stored talking points, and what may need attention.

    • Contact 360
    • Relationship History
    • Call Preparation

Understand the business. Reason about what matters. Act with a person in the loop.

SAM is not handing an AI a pile of database rows. It offers the same business context SAM already uses to help run the work.

  1. 1

    Understand

    Ask SAM what's happening in the business.

    • Daily Business Brief
    • Daily Priority
    • Contact intelligence
    • Relationship history
    • Opportunity information
    • Listing and transaction context
    • Routines and expected work
    • SAM Brain knowledge

  2. 2

    Reason

    Ask SAM what deserves attention or what should happen next.

    • What needs attention
    • Relationship risks
    • Revenue opportunities
    • Transaction risks
    • Why something is a priority
    • What should happen next
    • Conversation preparation
    • Contact 360

  3. 3

    Act

    Request changes and communications through SAM's governed action layer.

    • Create a note
    • Create or complete an activity
    • Add someone to the Call List
    • Record a call outcome
    • Update a contact
    • Update a milestone
    • Create a contact
    • Prepare an email
    • Prepare SMS, MMS, or WhatsApp
    • Work with Outbox messages
    • Publish message media
    • Use approved WhatsApp templates

Actions that affect people or external systems remain governed by SAM. An AI assistant does not simply receive unlimited permission to change or send anything.

What can SAM's MCP Server do today?

The current server includes 43 capabilities. Some retrieve information. Others can request changes or communication actions through SAM's permission and confirmation rules.

Each capability below is available through SAM MCP.

Category

Type

43 capabilities

Business Intelligence

  • Daily Business Brief

    Read

    See the daily business brief SAM already prepared for your account.

    sam_get_daily_brief

  • Daily Priorities

    Read

    See what SAM says needs attention today, and why each item is on the list.

    sam_get_priorities

  • Business Snapshot

    Read

    See priorities, your Call List, expected work, and saved opportunities in one view.

    sam_get_business_snapshot

  • What Needs Attention

    Read

    Bring together today's priorities, overdue expected work, your Call List, and saved opportunities.

    sam_what_needs_attention

  • Explain a Priority

    Read

    Ask why one item is on your Daily Priority list.

    sam_explain_priority

  • What Should Happen Next

    Read

    See the next steps SAM already knows for a contact, property, listing, transaction, or project.

    sam_what_should_happen_next

Contacts & Relationships

  • Search Contacts

    Read

    Find people in SAM by name, email, phone, tag, or milestone.

    sam_search_contacts

  • Contact Details

    Read

    Open one contact and the records SAM already links to that person.

    sam_get_contact

  • Contact Intelligence

    Read

    See the priority, saved opportunity, and last recorded interaction SAM already has for one person.

    sam_get_contact_intelligence

  • Relationship History

    Read

    Review notes, calls, and messages already saved for one contact, newest first.

    sam_get_relationship_history

  • Conversation Preparation

    Read

    Get the context, evidence, and talking points SAM already stored before you talk with someone.

    sam_prepare_for_conversation

  • Search the Business

    Read

    Search your SAM account for contacts, properties, listings, transactions, and projects.

    sam_search_business

  • Contact 360

    Read

    See one contact's intelligence, recent history, Call List status, opportunities, and linked records together.

    sam_get_contact_360

Calls

  • Call List

    Read

    See who is on your Call List, why they are there, and the talking points already saved.

    sam_get_call_list

  • Call Preparation

    Read

    Get the contact, Call List, and communication context SAM has before a call.

    sam_get_call_preparation

  • Add to Call List

    Update SAM

    Add one contact to your Call List inside SAM. This does not place the call.

    sam_add_to_call_list

  • Record Call Outcome

    Update SAM

    Record how a Call List conversation went, such as connected, voicemail, no answer, or busy.

    sam_record_call_outcome

Opportunities

  • Opportunity Scan Results

    Read

    Read the latest opportunity scan SAM already saved. This does not start a new scan.

    sam_get_opportunities

  • Relationship Risks

    Read

    See relationship risks SAM has already flagged in Daily Priority.

    sam_find_relationship_risks

  • Revenue Opportunities

    Read

    See revenue opportunities from the latest opportunity scan SAM already saved.

    sam_find_revenue_opportunities

  • Transaction Risks

    Read

    See transaction items SAM has already marked as needing attention.

    sam_find_transaction_risks

Properties, Listings & Transactions

  • Property Details

    Read

    Open one property you can already see in SAM.

    sam_get_property

  • Listing Details

    Read

    Open one listing, including its status and checklist summary.

    sam_get_listing

  • Transaction Details

    Read

    Open one transaction, including the people, dates, and open work SAM already tracks.

    sam_get_transaction

Routines & Activities

  • Routine Status

    Read

    See where an active Routine stands for the record you are working.

    sam_get_routines

  • Overdue Expected Work

    Read

    See expected work SAM has already marked as not started or overdue.

    sam_get_overdue_expected_actions

  • Create Activity

    Update SAM

    Add a calendar activity in SAM, such as a call, follow-up, or appointment.

    sam_create_activity

  • Complete Activity

    Update SAM

    Mark a calendar activity complete using SAM's normal completion rules.

    sam_complete_activity

SAM Brain

  • Search SAM Brain

    Read

    Search the business knowledge saved in this account's SAM Brain. Results stay inside this account.

    sam_search_brain

Contact Management

  • Add Contact Note

    Update SAM

    Add a note on one contact. This does not email or text anyone.

    sam_create_note

  • Update Contact

    Update SAM

    Update a contact detail, or add a tag your account already uses.

    sam_update_contact

  • Update Milestone

    Update SAM

    Move a contact to a milestone SAM already recognizes.

    sam_update_milestone

  • Create Contact

    Update SAM

    Add one new contact through SAM's normal creation rules.

    sam_create_contact

Email

  • Prepare Email

    Update SAM

    Draft an email to one contact and save it to Outbox after you confirm. Preparing an email does not send it.

    sam_prepare_email

  • View Email Outbox

    Read

    See the newest email drafts and items waiting in your Outbox.

    sam_get_outbox

  • View Outbox Message

    Read

    Open one email or message already saved in Outbox. Opening it does not send it.

    sam_get_outbox_message

  • Send Approved Outbox Email

    Governed Action

    Send one email that is already in Outbox, only after you confirm that send.

    sam_send_outbox_email

SMS, MMS & WhatsApp

  • Prepare SMS, MMS or WhatsApp

    Governed Action

    Prepare a text, picture message, or WhatsApp message. You review it first. SAM sends it only after you confirm that exact message.

    sam_prepare_message

  • View Message Outbox

    Read

    See the newest text, picture, and WhatsApp items in your Outbox.

    sam_get_outbox_messages

  • Prepare Message Media

    Update SAM

    Save a picture so it can be used in a message. Saving the picture does not send the message.

    sam_publish_message_media

  • Send Approved Outbox Message

    Governed Action

    Send one text, picture message, or WhatsApp message that is already in Outbox, only after you confirm.

    sam_send_outbox_message

  • View WhatsApp Templates

    Read

    See the WhatsApp templates already approved for this account.

    sam_get_whatsapp_templates

  • Prepare and Submit a WhatsApp Template

    Governed Action

    Prepare a WhatsApp template and, after you confirm, submit it for approval. Approval does not send a message to a contact.

    sam_prepare_whatsapp_template

SAM can help work with approved WhatsApp templates used when a conversation is outside WhatsApp's normal messaging window. Those templates can be managed through the connected messaging provider. Preparing a template does not send a message.

What could this look like?

These are sample conversations with made-up people. They show the idea. They are not a live customer screen.

Sample contact

Jennifer Taylor

Past client

  • Last conversation: 14 days ago
  • Opportunity detected
  • Call List

You ask

Prepare me for my call with Jennifer.

SAM can gather the relationship, the Call List, and the talking points already stored for this person.

Jennifer Taylor is a made-up example. Nothing on this card is a real customer.

  • Morning planning

    YouWhat should I focus on today?

    AssistantSAM shows three high-priority items, two overdue expected actions, and four people on your Call List. Here's where I'd start.

    • Daily Priority
    • Expected Work
    • Call List
    • Opportunities

  • Before a call

    YouCatch me up on Jennifer before I call her.

    AssistantSAM pulled together her recent relationship history, current business context, Call List information, and talking points.

    • Contact 360
    • Relationship History
    • Call Preparation

  • Add something to SAM

    YouAdd George to my Call List.

    AssistantI found George Washington in SAM. I can add him to your Call List.

    • Action completed in SAM

  • Communication

    YouSend Jennifer a text letting her know I'll be 10 minutes late.

    AssistantHere is the message SAM is ready to send: "I am running about 10 minutes late. I will see you shortly."

    1. 1

      Review

    2. 2

      Confirm

    3. 3

      SAM sends

    The person reviews and confirms before SAM sends or completes the action.

  • Business knowledge

    YouWhat is our process after a listing agreement is signed?

    AssistantSAM can search the business knowledge in your SAM Brain and combine it with the current record context.

    • SAM Brain
    • Record context

AI access should not mean unlimited access

SAM's MCP layer is designed around the same idea we use throughout SAM: the AI should understand the business, but people remain in control of important actions.

  • Authorized access

    The AI works within the SAM account and permissions the user is authorized to use.

  • Read before act

    Many capabilities simply retrieve and explain information already in SAM.

  • Confirmation for consequences

    Actions such as external communications use SAM's governed confirmation process.

  • SAM remains the system of record

    Contacts, transactions, activities, routines, and operational business data continue to live in SAM.

  1. 1

    AI request

  2. 2

    SAM prepares

  3. 3

    User reviews

  4. 4

    User confirms

  5. 5

    SAM acts

The person reviews and confirms before SAM sends or completes the action.

This is bigger than connecting an AI to a CRM

Traditional integrations usually move a record from one system to another. SAM MCP gives an authorized AI assistant access to the context SAM has already built around the business.

  • Contacts
  • Properties
  • Listings
  • Transactions
  • Communications
  • Calendar
  • Routines
  • SAM Brain
  • Opportunity Intelligence
  • Daily Priority

SAM

Business operating layer

Compatible AI assistants

Business context flows into SAM, then to compatible AI assistants.

The AI does not need to become the database. SAM remains the place where the business is organized, understood, and governed.

Built for compatible AI clients

MCP is designed to make SAM available to compatible AI clients and agent platforms that support the protocol.

Compatible / supported today

SAM's MCP Server and the capabilities on this page. A compatible assistant can use them when that assistant supports the protocol and the person is authorized in SAM.

Potential MCP ecosystem use

These are kinds of tools that could connect later. They are not packaged SAM integrations, and they are not partnerships.

  • AI assistants
  • Desktop AI clients
  • Agent platforms
  • Company-built AI tools
  • Brokerage AI systems
  • Custom AI workflows

Compatible AI clients

  • AI Assistants
  • Agent Platforms
  • Custom Workflows
  • Voice
  • Priorities
  • Contacts
  • Calls
  • Transactions
  • Routines
  • Messages
  • Opportunities
  • Knowledge

SAM

Business operating layer

SAM stays in the center. Compatible assistants work through that context.

What could a brokerage or team build?

These are doors MCP can open. They are not separate products you turn on today.

  • Team assistant

    Ask about priorities, contacts, transactions, and expected work across the areas the user is authorized to see.

  • Broker operations assistant

    Help leaders find operational issues, transaction attention, and business activity without digging through multiple screens.

  • Voice assistant

    A compatible voice experience could ask SAM for call preparation, contact context, or today's priorities.

  • AI workflow agent

    A custom agent could retrieve SAM context, prepare an action, and bring the user into the loop before the action is completed.

See what SAM can understand about your business

MCP is one more way SAM turns your business information into something useful. Instead of asking an AI to guess what's happening, connect it to the context SAM already understands.

Book a demoExplore SAM