Estate agent CRM: every enquiry recorded, matched and followed up
An estate agent CRM keeps buyer and seller records, incoming enquiries and the link to your listings in one system. ALTAI Digital builds it around how your office already works: an enquiry lands in the same list whether it came from a portal, WhatsApp or Instagram, and is assigned to an agent. What a buyer is looking for stays on the record, so a new listing can be matched against it. Migrating an existing archive is part of the build.
In most estate agencies the customer information sits on agents' phones. A buyer's budget is in a WhatsApp message, the property they liked is a screenshot, and the viewing note is in a notebook nobody else reads. When an agent leaves, so does the relationship. Two agents call the same buyer about different properties, and the buyer notices.
We measured this with an agency team in Istanbul: customers were not filling in the form at all. They wrote on Instagram and WhatsApp. So we built around that. Five agents' listings, incoming enquiries and customer records came into one panel, with both channels connected. Recording people where they actually write works better than pushing them into a form.
The second hard part is the archive. For one agent we moved the records that had built up in a previous brand's panel: 2,887 contacts in a single pass, with zero errors. During a migration, duplicates are flagged, missing fields listed and merge rules written with you. Nothing is deleted without telling you.
The third part is matching. When the area, number of rooms and budget a buyer wants are written on the record, a new listing can be checked against them and the matching buyers listed. Below you will find the scope, the steps and the questions we hear most. We work under GDPR and write down where personal data is processed.
What goes wrong today
- 01
Customer knowledge sits on a phone
Budget, preferred area and viewing notes live in personal messages. When an agent leaves, the relationship goes with them and the office no longer knows its own buyers.
- 02
Enquiries do not come through the form
Buyers write on WhatsApp and Instagram or reply straight to a portal listing. Those messages never reach a record, so nobody knows who is looking for what.
- 03
The same buyer with two agents
Two agents call the same buyer about different properties. The buyer repeats themselves and draws conclusions about the office. Commission arguments start here.
- 04
New listings miss the right buyers
When a property comes in, matching depends on somebody's memory. A buyer who is not front of mind never hears about it.
- 05
Follow-up calls slip
The list of people to call after a viewing is written on paper. After a busy week the calls are not made, and a warm buyer has already agreed with another agency.
- 06
An archive stuck in an old system
Years of records sit in a previous brand's panel. Migration looks risky, so nobody touches it and the archive becomes unreachable.
Scope of the build
Buyer and seller records
Each record holds the area, rooms, budget range and timing a person is working to. Your office decides the required fields, and incomplete records stay flagged rather than hidden. On the seller side, the property's status and expectations sit in the same place.
Portal, WhatsApp and Instagram enquiries
Wherever the enquiry arrives, it lands in the same list and is assigned to an agent. The conversation shows next to the record, so whoever sends details can see what was asked.
Matching listings to buyers
When a listing is added, buyers whose criteria fit are listed with the reason for the match. The agent reads the list and decides who to call; nothing is sent automatically.
Assignment and follow-up reminders
Enquiries are assigned by area, property type or rota. A record waiting longer than your threshold moves to the top of the list and its owner is notified.
Archive migration
Records from an old panel or spreadsheets are migrated. Duplicates are flagged, missing fields listed and merge rules written with you. In one migration, 2,887 contacts moved in a single pass with zero errors.
Listing text and brochure drafts
Listing text and buyer brochures are produced from your own templates, with figures read from the record rather than typed again. The draft waits in an approval queue and the agent decides what is published.
Weekly reporting
Records per stage, average time to close and records with no movement sit on one screen. The weekly report is produced in a set format and goes to the people you choose.
How the set-up runs
- 01
Discovery (1 week)
We map today's records, channels and how work is split between agents, and write the required fields and stages with you.
- 02
Migration
The old panel and spreadsheets are migrated, duplicates flagged, merge rules applied and record counts compared before and after.
- 03
Build and connections
Assignment rules, WhatsApp and Instagram connections, the matching list and reports are set up, with a walkthrough for the team.
- 04
Launch and measure
The system goes live. After the first month we report pipeline health and the share of incomplete fields. The first live flow opens in four to eight weeks.
Estate agent CRM implementation
- Buyer and seller records with your own required fields
- Portal, WhatsApp and Instagram enquiries recorded and assigned
- Matching listings against buyer criteria
- Archive migration from an old panel or spreadsheets
- Listing text and brochure drafts with an approval queue
- Weekly report and a pipeline health screen
Pricing is given after the discovery call, once the scope is clear.
In a five-agent team working in Zekeriyakoy and Sariyer, Istanbul, customers never filled in the form; they wrote on Instagram and WhatsApp. Listings, incoming enquiries and customer records came together in one panel, with both channels connected to it.
Read the caseProducts used in this build
CRM and customer management
The customer record gathers in one place: duplicates merge, required fields are defined, the report comes out on its own.
Request handling
Requests from five channels collect in one list, the draft reply arrives ready, and the decision to send stays with you.
WhatsApp Business integration
Notifications, order tracking and customer conversations gather in the business account; the history stays with the company.
Terms used on this page
- Estate agent CRM
- A system holding an agency's buyer and seller records, enquiries and the link to its listings in one place.
- Buyer criteria
- The area, rooms, budget range and timing a buyer is working to, written on their record.
- Matching list
- The view showing which buyers fit a new listing, with the reason for each match.
- Assignment rule
- The written rule deciding which agent receives an enquiry, by area, property type or rota.
- Archive migration
- Moving records from an old panel or spreadsheets into a new system with duplicates flagged and history kept.
estate agent CRMFrequently asked questions
Yes. That was exactly what we measured with one agency team: people wrote on Instagram and WhatsApp. The setup records enquiries where they actually arrive and assigns them, instead of pushing people into a form.
Yes. Migration from an old panel or spreadsheets is part of the build. In one migration, 2,887 contacts moved in a single pass with zero errors.
No. Your listing or portal software can stay. The setup connects on top of it, and which field is read from which system is written down.
Records live in one place, so a second record is not opened for the same person; duplicates merge on a matching rule. Assignment rules decide in writing who gets which enquiry.
It drafts it from your template and reads the figures from the record. The agent decides what is published; an unapproved draft goes nowhere.
You stay the controller for buyer and seller data. Which fields are processed where is written into the handover, and records are not used to train models.
Yes, from two agents up to offices of around twenty. Smaller teams get fewer fields; larger ones get more detailed assignment and reporting rules.
The first live flow opens in four to eight weeks, depending on record volume, the archive to migrate and the channels to connect. Your own timeline is written in the discovery report.
The process first, the proposal after
In a short discovery call we map the process together and tell you plainly whether it is worth automating. If it is not, we say that too.
30 minutes · no preparation needed
