Custom Real Estate CRM Software

Leads captured from all channels into one system: website enquiry forms, portal integrations via Webhook and Zapier for Zillow, Realtor.com, Trulia, Rightmove, Zoopla, and Property Finder, WhatsApp Business API, and inbound phone call logging. Portal lead capture uses each platform's lead notification webhook or email parser integration -- Zillow Tech Connect webhooks for Zillow leads, Realtor.com Lead Delivery API for Realtor.com leads -- so enquiries arrive in the CRM within seconds of submission rather than sitting in an email inbox waiting for manual entry. Lead scoring uses an RFM-style engagement model that combines recency (days since first enquiry), frequency (number of property views, enquiries submitted, and communications), and magnitude (price range of enquired properties, number of viewings booked) to produce a lead score that reflects engagement quality, not just lead age. Leads with high scores surface at the top of the agent's queue so follow-up effort is directed to the most engaged prospects first. Each lead is automatically assigned to an agent based on configurable rules -- property type, geographic area, enquiry source, or round-robin rotation. The agent receives an immediate notification with full lead details and is prompted to make first contact within the target response window. Uncontacted leads are flagged to the manager after a defined time window, with escalation alerts for leads above a score threshold that have not been contacted, so high-value enquiries never sit unworked.

Structured contact profiles for buyers, sellers, landlords, and tenants -- each data model built with the fields relevant to that contact type. Buyer profiles include structured search criteria: preferred locations (drawn zones or postcode lists), property type preferences, minimum and maximum budget, bedroom count, and must-have features (garden, parking, school catchment). Seller and landlord profiles link to the properties they own or have instructed. MLS IDX data is auto-populated into property listings using RETS (Real Estate Transaction Standard) or RESO Web API integration, so agents manage listing data in the CRM and IDX synchronisation keeps the public-facing property search current without duplicate entry. Contact deduplication runs on lead import using Levenshtein distance matching on name, email, and phone number to identify likely duplicate records before they are created -- agents review and merge suggested duplicates from the deduplication dashboard rather than discovering months later that the same contact has three separate records from three different portal sources. Full communication history per contact: calls logged (with optional call recording link), emails sent, viewings booked, offers made, and documents shared -- all in one record visible to the whole team. For organisations using Salesforce or HubSpot as their base CRM, we build a real-estate overlay on top of the existing platform rather than replacing it -- custom objects for property records, search profiles, and commission tracking are added to the base CRM, extending it without replacing existing data.

When a new listing is added to the system or an existing listing is price-reduced, a matching query runs automatically against all active buyer search profiles. Matching criteria include location (postcode match or drawn zone overlap), price range, property type, bedroom count, and any must-have features defined on the buyer's profile. MLS IDX integration via RESO Web API ensures that property attributes (square footage, lot size, property sub-type, HOA status, school district) are available as structured match criteria rather than requiring agents to manually compare free-text descriptions. Match quality scores are calculated per buyer based on how many criteria are satisfied and how closely -- a buyer whose budget exactly matches the listing price scores differently from a buyer at the edge of their stated range. Matched buyers are ranked by match quality and by RFM engagement score so agents prioritise the buyers most likely to convert, not just the most recent enquiry. Automatic alerts go to matched buyers by email or via Klaviyo or ActiveCampaign drip sequence with property details and a direct link to enquire. The agent responsible for each matched buyer receives a notification at the same time so they can make a proactive call before the buyer receives the alert and enquires independently. Matching also runs on price reductions -- a buyer who did not match at the original listing price may match after a reduction -- creating a second opportunity to surface the property to the right buyer without the agent manually reviewing their search profiles.

Deal pipeline with stages defined for your sales or lettings process -- inquiry, showing/viewing, offer submitted, offer accepted, under contract, and closed -- each stage with probability weighting that feeds the revenue forecast. Each deal record links to a property, a buyer or tenant, a responsible agent, and the commission calculation for that transaction. DocuSign integration for offer letters and purchase agreements routes the document to all required signatories from within the CRM, and signed document status is tracked against the deal record so agents know which documents have been executed without logging into DocuSign separately. For US markets, Dotloop or Skyslope integration handles the full transaction management workflow -- inspection periods, contingency deadlines, earnest money tracking, and closing document checklist -- linked to the deal record in the CRM so the transaction coordinator and agent share one view of the deal status. Commission tracking per transaction records the agreed commission rate, calculates the gross commission at the deal value, and applies splits between the listing agent, the buyer's agent, and any referral or franchise fee, generating a commission statement at closing. Expected close dates are tracked with automated reminders when a deal approaches a stage deadline without progressing. The manager sees the full pipeline across the team in one view with filtering by agent, property type, area, and price band.

Automated follow-up sequences triggered by lead source and pipeline stage. A new Zillow or Realtor.com lead receives an immediate acknowledgement within 90 seconds of arrival, a follow-up at 24 hours if the agent has not logged a contact attempt, and a nurture sequence over the following four to eight weeks depending on the lead's RFM engagement score. Drip sequences are built and managed via Klaviyo or ActiveCampaign integration, with CRM deal stage and lead score data driving segment membership so the right sequence is active for each contact's current position. Viewing confirmation and reminder messages are sent automatically to buyers and accompanying agents at 24 hours and 2 hours before the scheduled viewing. Offer update notifications go to all parties -- buyer, buyer's agent, listing agent -- when an offer status changes in the CRM. SMS delivery is handled via Twilio or a similar SMS gateway integrated with the CRM. Email delivery tracks opens and link clicks so agents can see which automated messages have been engaged with and follow up at a relevant moment rather than calling cold. Contact deduplication prevents automated sequences from sending duplicate messages when a contact has been imported from multiple portal sources. All automated communications are logged against the contact record and against the deal record so the full history is in one place. Agents can pause or override sequences for any contact at any point, and paused sequences are visible to the manager so no lead falls into a communication gap by accident.

Agent activity reports showing calls logged, viewings booked, offers submitted, and deals progressed -- by day, week, or month -- with comparison against each agent's target activity levels. Lead conversion rate by source: which portals (Zillow, Realtor.com, Trulia, Rightmove, Zoopla) and which channels (direct web, WhatsApp, referral) are producing viewings and offers, not just enquiry volume. Source quality score compares the cost-per-lead from each portal against the deals-per-100-leads conversion rate so management can make evidence-based decisions about where to allocate portal advertising spend. Revenue by agent and by month against target, with commission forecast for the next 60 days based on deals in the agreed/under-contract stages of the pipeline. Pipeline velocity shows average days from enquiry to viewing, viewing to offer, and offer to closing by property type and price band -- identifying where deals stall in your process by market segment. Management dashboard provides a real-time view of the full business: active pipeline value by stage, leads in the queue by age, deals closing this month, and agents below activity threshold. For organisations using Salesforce or HubSpot as their base CRM with the real-estate overlay, reporting combines CRM data with the property-specific custom objects so commission, pipeline, and activity reports cover the full transaction lifecycle. All reports are exportable to CSV or PDF for inclusion in board packs or investor reporting.