Custom CRM for Real Estate
Property is the clearest case for a custom CRM, because the thing you track is not a deal. A property has a life of its own that outlasts any single buyer, and forcing it into a contacts-and-deals model is why generic CRMs get abandoned in this industry.
Discuss your projectFour objects, not one pipeline
A generic CRM gives you a contact and a deal. Property needs at least four distinct records: the property itself, which persists across several instructions and several owners; the instruction or listing, which is your mandate to sell or let it; the applicant, who is interested in many properties over months; and the transaction, which links a specific property to a specific buyer and has its own long, fragile lifecycle.
Each has its own stages and they do not align. A property can be listed, withdrawn, relisted at a different price, and sold two years later to someone who viewed it the first time. A buyer can be registered, lose three properties, and complete on a fourth. Modelling these as one pipeline means the history of either is unreconstructable, which is precisely the information your negotiators need.
The multiplicity is also the point: applicants match to many properties and properties match to many applicants. That many-to-many matching is what the system should do for you, and it is what a deals-based CRM cannot represent at all.
What we build
Property and listing records
Separate, so a property's full history — previous instructions, prices, viewings, offers — survives relisting and agent changes.
Applicant matching
Requirements against stock, generating matches as new instructions arrive. The feature negotiators actually use daily.
Viewings and feedback
Booked against negotiator diaries with travel time, feedback captured and reportable to the vendor — which is most of what a vendor judges you on.
Offers and negotiation history
Every offer recorded with its conditions and response, so the sequence is auditable rather than remembered.
Chain management
The part no generic CRM does. A transaction depends on others, and the system should show where a chain is blocked and who is waiting on whom.
Lettings lifecycle
Tenancies, renewals, rent reviews, deposits, inspections and maintenance — a different and more ongoing model than sales.
Vendor and landlord reporting
Activity, viewings, feedback and market comparison, produced automatically rather than assembled before each call.
Integrations
- Portal feeds to Rightmove, Zoopla, OnTheMarket, Zillow or your local equivalent, in the required format, with listing changes pushing out rather than being re-entered.
- Your website, fed from the same data so the site cannot show a price the CRM no longer holds.
- Portal enquiries coming back in as applicants, with the source recorded for attribution.
- Negotiator calendars, so viewing availability is real.
- Accounting for commission, rent collection and landlord statements.
- Document signing for terms of business, tenancy agreements and offers.
Common questions
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