Lead-to-closure CRM for a multi-city developer
A multi-city real estate developer. A custom broker CRM with lead scoring, site-visit scheduling and document workflows from enquiry to registration.
At a glance
- 150+
- Clients served
- 1,550+
- Projects delivered
- 14
- Industries
- 9+
- Years in business
Timeline
6 weeks to MVP · 12 weeks to all-city rollout
Team
1 architect · 2 backend · 1 frontend · 1 QA
Stack
Next.js · Node · PostgreSQL
The world this system had to work in
Property sales is a follow-up business. Enquiries arrive from portals, hoardings, brokers and walk-ins, and a developer selling across several cities can lose almost half of them simply because nobody owns the second call. RERA disclosures and construction-linked payment plans add a document trail that has to be right.
The challenge
Site visits, broker leads and follow-ups lived in spreadsheets — 40% of enquiries were never contacted a second time.
What we found on day one
- Leads from 99acres, MagicBricks, the website and broker networks landed in five inboxes and three spreadsheets
- 40% of enquiries were never contacted a second time — there was no owner and no due date
- Site visits were booked over the phone and forgotten; conversion per project was unknown
- Agreements, demand letters and registration status moved between sales and legal on WhatsApp
The solution
We built a lead-to-closure CRM around the developer's real pipeline: portal and broker leads flow into one queue with source tagging and deduplication, each lead carries a mandatory next action with an owner and due date, site visits are scheduled with reminders and mobile check-in, and every unit record holds its agreement, milestone payments and registration status so sales and legal work off one screen.
Unified lead inbox
Portal feeds, website forms, walk-ins and broker submissions deduplicated and scored by budget and location.
Follow-up cadences
Mandatory next action on every lead; missed actions escalate to the sales head automatically.
Site-visit scheduler
Buyer reminders over WhatsApp, mobile check-in on arrival and visit-to-booking conversion per project.
Broker & channel-partner portal
Partners submit leads, see status and track commissions without calling the office.
Unit inventory & pricing
Tower, floor and unit availability with construction-linked payment plans per unit.
Documents & registration
Agreement generation, demand letters, receipts and registration tracking on the unit record.
Integrated with
Our approach, step by step
Mapped the full enquiry journey — broker walk-ins, digital leads and repeat visitors — into one pipeline.
Built automated follow-up cadences so no lead aged without a scheduled next action.
Added site-visit scheduling with mobile check-in so managers saw conversion per project.
Digitized agreement and document workflows so sales and legal worked off the same record.
The outcome
- Site visits per month rose 2.1× once every lead had an owner and a scheduled next step.
- Dropped leads went to zero: no enquiry can age without a due action, and misses escalate the same day.
- Enquiry-to-registration closure time fell 30% because sales and legal stopped waiting on each other.
- Rolled out to every city in 12 weeks; broker partners adopted the portal within the first month.
“For the first time we know exactly how many visits each project generated and which broker sent them. Nothing falls through anymore.”
Sameer Kulkarni
Director of Sales, real estate developer
More engagements
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