Real Estate CRM: Projects, Units, Reservations & Brokers

Selling real estate projects isn't like selling a standard product. Every unit is unique, availability changes daily, reservations have deadlines and external brokers bring part of the buyers. A generic sales pipeline doesn't capture that. Here's what a real estate sales CRM should handle.

What a real estate sales CRM tracks

• Projects: each development, with its phases and key data.
• Units: type, floor, size, status (available, reserved, sold) and price list. Prices are managed in the CRM; this article doesn't discuss them.
• Buyers and leads: where they came from, what they're interested in, and their history.
• Reservations: which unit, for whom, with what deadline and documents.
• Sales and contracts: from reservation to signed sale.
• Brokers and external agents: who brought each buyer.

Availability in real time

The most important rule: one unit, one status, in one place. If sales, brokers and management look at different spreadsheets, sooner or later two people reserve the same unit. The CRM should be the single source of truth for availability.

From lead to sale

A typical flow: lead → visit or meeting → unit selection → reservation → documents and approval → contract → sale. Each step with an owner, required data and automatic reminders for deadlines.

Working with external brokers

Many projects depend on external brokers. A partner portal lets them register buyers, see availability and follow their deals without access to everything else. It also reduces disputes over who brought each buyer. A common architecture combines project sales, reservations and a controlled portal for external professionals.

Reports that matter

Availability by project, reservations about to expire, sales by broker and channel, and the lead-to-sale conversion by source.

FAQ

Can the CRM handle several projects at once?

Yes. Each project has its own units and status, with consolidated reports.

Can brokers see only their own buyers?

Yes, with a well-designed partner portal and permissions.

Can it integrate with payments and e-signature?

Yes. Reservation payments and contracts can be connected to the CRM.