Custom CRM & Deal Pipeline
A regional real estate group was juggling four disconnected tools to manage their sales pipeline. We consolidated everything into one purpose-built CRM - and deal velocity tripled.
Deal flow with intelligent routing
The situation
A 45-agent real estate group was running their business across four separate tools: a generic CRM that didn't match their workflow, a spreadsheet for deal tracking, email for internal communication, and a separate system for document management. Information lived in silos. Deals slipped through cracks. Agents spent 3+ hours daily on administrative data entry across platforms.
They tried two off-the-shelf real estate CRMs. Neither fit - too rigid, too feature-bloated, and loaded with functionality they'd never use. The only option that worked was custom - built around how their agents actually sold.
What we built
Unified deal pipeline
Visual kanban-style pipeline with drag-and-drop stage movement. Every deal tracked from lead to close with automated reminders and deadline alerts.
Agent dashboard
Personalized dashboard for each agent showing their active deals, upcoming tasks, commission projections, and performance against targets.
Automated follow-up engine
Multi-channel follow-up sequences, email, SMS, and task reminders - triggered by deal stage changes. No lead goes cold.
Document generation
Offer letters, contracts, and disclosures auto-generated from deal data. Populated with correct client info, property details, and terms, no copy-paste errors.
Commission tracking
Real-time commission calculations factoring in splits, caps, and bonuses. Agents and brokers see exactly what they will earn on every deal.
Market analytics integration
Connected to MLS data feeds and market analytics APIs. Agents see comps, market trends, and pricing recommendations inside the CRM.
Measurable results
Technology stack
"I was skeptical that custom software would be worth the investment over off-the-shelf tools. Three months in, I can't imagine going back. Our agents actually use this system because it was built for how they work, not how some software company thinks they should work."
Managing Broker
Regional Real Estate Group