Real Estate2025

Automating Growth: A Custom CRM That Transformed an Estate Agency's Sales Pipeline

A fast-growing property consultancy in Gurgaon was managing 500+ leads a month in spreadsheets. Leads fell through the cracks, follow-ups were missed, and agents wasted hours on admin. We built them a custom CRM + client portal that automated their entire pipeline.

DLF Phase 2, Gurgaon5 months2025

2.5×Lead Conversionenquiry-to-deal conversion rate

90%Manual Work Savedreduction in data entry and admin

<5 minFollow-up Speedautomated WhatsApp + email response

+60%Agent Productivitymore site visits per agent per week

Services:CRM SoftwareWeb Design & DevelopmentMobile App Development

The Challenge

What was holding Gurgaon Property Agency back?

The agency received 500+ leads monthly from 6 sources (website, portals, WhatsApp, referrals) but tracked everything in separate spreadsheets. Agents had no unified view of a lead's history, missed follow-ups were common, and management had no real-time visibility into team performance.

500+ monthly leads scattered across 6 sources with no unified view
Average response time of 4+ hours due to manual lead distribution
No automated follow-up — reminders tracked on sticky notes and calendar entries
Monthly reporting took the GM 3 days to compile manually

Our Solution

How we solved it

We built a custom CRM web app with automated lead ingestion from all sources, a WhatsApp-triggered welcome flow, pipeline visualisation for managers, and a client portal where buyers could track their enquiry status.

Custom CRM built on Next.js with PostgreSQL — full pipeline from enquiry to deal-closed
Automated lead capture from 99acres, Housing.com, website forms, and WhatsApp Business
WhatsApp API integration for instant response + automated nurture sequences
Role-based dashboards: agents see their pipeline, managers see team-wide analytics
Client portal: buyers log in to see property shortlists, site visit schedules, and documents

Our Process

How we delivered it

Process Mapping

Shadowed agents for a week, documented every workflow, and mapped the ideal lead lifecycle from enquiry to registration.

CRM Architecture

Designed the data model, role permissions, and API integrations. Built a functional prototype in 3 weeks for team feedback.

Development & Testing

10-week development sprint with weekly demos. Conducted a 2-week parallel run (CRM + old spreadsheets) to validate data accuracy.

Training & Rollout

3-day onboarding workshop for 22 agents. Dedicated WhatsApp support channel for the first month post-launch.

Project Gallery

Technology & Tools Used

Next.jsPostgreSQLPrismaWhatsApp Business APINode.jsTailwind CSSDocker

The Results

What happened after launch

Within 90 days of going live, the client's lead-to-deal rate increased from 4% to 10%. The GM now generates real-time performance reports in 30 seconds. The team closed 12% more deals in Q1 2025 than the same quarter the previous year.

2.5×

Lead Conversion

90%

Manual Work Saved

<5 min

Follow-up Speed

+60%

Agent Productivity

“

I'd been quoting 'we need a CRM' in every management meeting for two years. Mathurs24 built exactly what I described, and then made it even better during the process. Game-changer.

Anjali K.

General Manager, Gurgaon Property Agency