CRM for Real Estate

What selling property actually looks like

An agency's enquiry is a phone call at 19:40 from a number the agent does not recognise, about a listing the agent posted three weeks ago, from someone who has also called two other agencies about two other flats. The agent answers on a personal mobile, promises to call back, and the note lives in that agent's head — or in a notebook — until it does not.

That is the structural problem, and it is a data problem before it is a sales problem: the client record belongs to the agent's phone, not to the agency. When the agent leaves, the pipeline leaves. Speed matters too — the Harvard Business Review's study of 2,241 companies found that responding within an hour made a lead nearly seven times as likely to be qualified — but the first job is simply making sure the agency, not the handset, owns the conversation.

The second shape is length: a buyer takes weeks to months, a commercial tenant longer, and deals go quiet and die unnoticed. The leak is rarely at the start; it is after the offer, when nobody owns the next call.

The pipelines we recommend starting from

Sale, rental and commercial are different processes with different stages and different cycle lengths. Give each its own pipeline; Starter allows two, Growth five, Business ten. Stages are events.

For rentals, replace offer and negotiation with "application submitted" and "references checked"; for commercial, add "heads of terms" before contract. The rule is the same: every stage is something that happened.

Client and property fields worth having

Properties live in the products module: each listing is a product with a price, optional cost (for developers selling their own stock) and custom fields, and a deal attaches the property to the buyer. When the deal is won, the property's status can be updated by the same automation that books the commission.

Phone and WhatsApp: the agent's two channels

Agents live on the phone. The browser softphone connects to your existing SIP line — Turkish providers such as Verimor and NetGSM are bridged directly — so a call made from the CRM is logged on the client record with duration, direction and disposition, and an inbound call from a known number opens the record. The power dialer works through a filtered list — "everyone who viewed in the last 14 days and has no next task" — one after another, with a disposition recorded on each.

WhatsApp runs through the shared inbox on an agency line rather than personal numbers. Listing photos and floor plans go out from the same thread, the conversation is on the record, and when an agent leaves the conversations stay. Distribution assigns unowned conversations to agents in turn, so an evening enquiry has an owner before morning.

An IVR on the office line — "1 for sales, 2 for rentals, 3 for property management" — routes callers to the right department in working hours, and voicemail outside them becomes a task.

Viewings and the no-show

A viewing is an appointment with a property, a client and an agent. It is booked from the client record or the inbox thread, sends reminders by WhatsApp or SMS, and its outcome — attended, cancelled, no-show — drives the pipeline. Two viewings on the same property in the same hour show up on the agent's calendar before they become embarrassing.

The stage that leaks is "viewing done" to "offer made". A same-day feedback task after every viewing — three questions, two minutes — is the single automation agencies report as most useful, because it produces the reason the buyer did not proceed while they still remember it.

Commissions per agent

Agency commission is the deal value times the agency fee; the agent's share is a percentage of that, or a flat amount, often different per agent and sometimes split between the listing agent and the selling agent. The finance module calculates it when the deal is won — a fixed sum or a percentage per user — and books the income and the commission in the same movement.

1. Set the rule per agentPercentage or flat; a senior agent on 40 %, a junior on 30 %, a referrer on a fixed fee.
2. Win the dealIncome is recorded from the deal value; the commission is computed and attributed to the owner.
3. ReportCommissions by agent by month, against deals and viewings — who earns what, and whether it tracks the work.

Split deals are handled by creating the commission for each agent on their share; the activity log records who changed a commission and when, which matters in an industry where that conversation happens often.

An agent's week

1. Monday — the queueNew enquiries from the weekend, already assigned by distribution; call each from the softphone, qualify, set budget and area.
2. Tuesday–Thursday — viewingsBooked from the thread; reminders go out by themselves; outcomes marked from the phone after each one.
3. Every evening — the feedback tasksThree questions per viewing, recorded in the note.
4. Friday — the idle listOffers with no movement in 7 days surfaced by the automation; one call each.
5. Month end — commissionsThe report, not a spreadsheet and an argument.

Who sees whose clients?

Agent

Own clients and unassigned enquiries; view and edit, no delete; sees listing prices, not other agents' commissions.

Team lead / branch manager

Department scope over the branch; can reassign; sees the branch's deals and commissions.

Office / back office

Inbox, appointments and properties for everyone; no finance.

Owner

All scope; finance, reports, activity log.

The point of department scope in an agency is the departing agent: their clients are the agency's, visible to the manager, and reassignable in one bulk action. The activity log shows who exported what, which is the other conversation agencies have.

Numbers an agency owner should watch

• Enquiry → viewing rate by source — which portal or ad produces people who actually show up.
• Viewings per agent per week, and viewing → offer rate — activity and its quality, side by side.
• Days in "offer made" — the leak; if it grows, someone is not calling.
• Deals and commission by agent by month — with the funnel behind it, not just the total.
• Response time in working minutes — the 19:40 call answered at 09:05 is 5 minutes late, not 13 hours.

What this is not

This is not a listing syndication or portal-feed tool. It does not publish properties to portals, pull leads from portal APIs automatically, or manage property marketing websites. Properties are a catalogue inside the CRM for matching, deals and commissions; the enquiry arrives by phone, WhatsApp, web form or the lead webhook, which can be pointed at any source that can send an HTTP request.

Nor is it property-management software for rent collection and maintenance. Tenants and landlords are contacts; the tenancy is a won deal; ongoing management belongs elsewhere.

When it stops working

Which plan fits?

A two-agent office with one business line runs on Starter. An agency with branches, sales and rentals, and agents who need chasing lands on Growth for the departments, the dialer and the idle rules. See the pricing page, and the phone and commissions pages for the two modules that carry the load.