Agents managing leads in personal spreadsheets with no visibility for the team or manager?
Follow-up falling through the cracks because there's no automated sequence when a new lead comes in?
Custom Real Estate CRM Software
Agents manage leads in personal spreadsheets and their own WhatsApp. The manager has no view of the pipeline. New leads sit uncontacted for 48 hours because there's no automated routing when an enquiry comes in from the portal.
We build custom real estate CRM software for agencies, brokers, and property developers. Lead capture, automatic agent assignment, property matching, follow-up automation, and pipeline reporting -- built for the way a property business actually runs.
Lead capture from web forms, portals, WhatsApp, and phone -- automatically assigned to the right agent
Buyer, seller, landlord, and tenant profiles with full communication history and deal tracking
Automated property matching that notifies buyers the moment a suitable listing is added
Pipeline reporting by agent, source, and stage -- with conversion rates and revenue forecasting
Custom real estate CRM software manages leads from web forms, portals, WhatsApp, and phone calls -- automatically assigned to agents based on area or property type. It tracks buyer, seller, landlord, and tenant profiles with full communication history, automates follow-up sequences, matches buyers to new listings, and gives managers pipeline velocity and conversion rate reporting by agent and source. RaftLabs builds real estate CRM systems for agencies, brokers, and developers in 12-14 weeks at a fixed cost.
100+Products shipped
·24+Industries served
·FixedCost delivery
·12-14Week delivery cycles
A generic CRM doesn't understand how a property deal works
Salesforce and HubSpot are built for subscription software, SaaS trials, and e-commerce. The concept of a buyer with a search profile, a property match, a viewing, an offer, and a commission split doesn't exist in a generic CRM without weeks of configuration, custom objects, and plugins that create new maintenance overhead every time the platform updates.
Real estate sales and lettings run on relationship timing. A buyer who is six months from being ready to purchase is worth keeping warm with the right cadence. A landlord with a property coming off a tenancy needs to hear from you before they consider listing elsewhere. A developer's off-plan buyer needs stage-by-stage communication across a two-year build programme. None of that is a standard CRM pipeline.
We build CRM systems designed for property businesses from the data model up. The pipeline stages, the contact types, the search profiles, the property match logic, the document management, and the commission tracking are all built around how a property business actually operates -- not grafted onto a generic platform.
What we build
Lead capture and distribution
Leads captured from all channels into one system: website enquiry forms, portal integrations (Rightmove, Zoopla, Property Finder, and others), WhatsApp Business API, and inbound phone call logging. 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. Uncontacted leads are flagged to the manager after a defined time window so nothing sits in the queue without action.
Contact and relationship management
Structured contact profiles for buyers, sellers, landlords, and tenants -- each with the fields relevant to their role. Buyer profiles include search criteria: location, property type, budget, bedrooms, and must-have features. Seller and landlord profiles link to the properties they own or instruct. Full communication history per contact -- calls logged, emails sent, viewings booked, offers made, and documents shared -- all in one record visible to the whole team. Tags and segments for targeted follow-up campaigns. Contact ownership rules so every lead has a clear responsible agent.
Property matching and alerts
When a new listing is added to the system, it is automatically matched against all active buyer search profiles based on location, price range, property type, and bedroom count. Matched buyers receive an automatic alert by email or SMS with property details and a direct link to view or enquire. The agent responsible for the buyer is also notified so they can follow up before the buyer enquires elsewhere. Match quality scores help agents prioritise who to call first. The matching runs on every new listing and on every price reduction, not just at point of initial listing.
Pipeline and deal tracking
Deal pipeline with stages defined for your sales or lettings process -- from initial enquiry through viewing, offer, agreed, and exchange to completion. Each deal is linked to a property, a buyer or tenant, and a responsible agent. Probability weighting by stage feeds the revenue forecast. Expected close dates tracked with automated reminders when deals approach a deadline without progressing. Commission forecast by agent and month based on the live pipeline. The manager sees the full pipeline across the team in one view, with filtering by agent, property type, area, and price band.
Communication automation
Automated follow-up sequences triggered by lead source and status. A new portal lead receives an immediate acknowledgement, a follow-up at 24 hours if not contacted, and a nurture sequence over the following weeks. Viewing confirmations and reminders sent automatically to buyers and the accompanying agent. Offer update notifications to all parties when an offer status changes. SMS and email delivery with open tracking so agents know which messages have been read. All automated communications are logged against the contact record and can be paused or overridden by the responsible agent at any point.
Performance reporting
Agent activity reports showing calls made, viewings booked, offers submitted, and deals progressed -- by day, week, or month. Lead conversion rate by source: which portals and channels are producing deals, not just enquiries. Revenue by agent and by month against target. Pipeline velocity showing average days from enquiry to offer and from offer to exchange by property type and price band. Management dashboard with real-time view of the full business -- active pipeline value, leads in the queue, deals closing this month, and agents below activity threshold. Reports exportable for inclusion in board packs or investor reporting.
Frequently asked questions
A generic CRM is built around a one-dimensional sales pipeline: lead, prospect, customer. A real estate CRM needs to model both the buyer-side and the seller-side of a transaction at the same time, link contact records to property records with matching logic, track commission splits between agents and between agency branches, manage search profiles that change over time as a buyer refines their requirements, and support the legal and compliance document requirements of a property transaction. Building this in Salesforce or HubSpot requires extensive custom object configuration that typically breaks during platform updates and creates ongoing admin overhead. A custom build starts from the right data model and doesn't need to be bolted together.
We integrate with Rightmove, Zoopla, OnTheMarket, and Property Finder via their partner APIs for lead ingestion -- enquiries from these portals arrive directly in the CRM and are assigned to the right agent automatically. For portals that offer data feed ingestion, we can also synchronise listing data from the CRM to the portal so agents manage listings in one place. The specific integration depends on what API access the portal provides and your relationship with them. We confirm integration scope during discovery based on which portals you currently use and what data flows in each direction.
Every buyer contact in the system has a structured search profile: location preferences, property types, minimum and maximum price, number of bedrooms, and any must-have or deal-breaker criteria. When a listing is created or updated in the system, a matching query runs across all active buyer profiles. Buyers whose criteria overlap with the listing's attributes are ranked by match quality -- how many criteria are satisfied and how closely. Matched buyers are notified automatically. The agent sees the match list and can review it before or after notifications go out depending on the workflow you prefer. The match logic is configured during setup and can be tuned as you see which matches lead to viewings.
Standard reports cover lead volume and source breakdown, agent activity metrics (calls, viewings, offers), conversion rates from lead to viewing and viewing to offer, pipeline value by stage and by agent, expected revenue by month based on the pipeline close date, and deal cycle time from first contact to exchange. All reports are filterable by date range, agent, property type, area, and price band. The management dashboard shows the live state of the business in one view. Custom reports can be added for any data the system captures -- for example, landlord acquisition rates, off-market deal tracking, or referral source analysis.
Tell us how many agents you have, which portals you work with, and where leads are currently falling through the cracks. We'll scope the right system and give you a fixed cost.
