Real estate CRM is different from standard B2B CRM. You're tracking properties as well as people, managing both buyer and seller pipelines simultaneously, and measuring agent performance on metrics that change weekly.
Create a Properties custom module in Zoho CRM. Fields: address, property type, bedrooms/bathrooms, land size, listing price, listing date, status (active, under offer, sold, withdrawn), assigned agent, and vendor details. Link Properties to Contacts (vendors and buyers) and Deals (sales transactions).
Dual pipeline setup: Seller Pipeline (appraisal → listing agreement → active campaign → under offer → sold) and Buyer Pipeline (enquiry → qualified → inspecting → offer made → purchased). A single contact might be in both pipelines simultaneously (selling their current home while buying a new one).
Agent performance tracking: configure CRM to track appraisals booked, listings won, days on market, sale price vs listing price ratio, and commission generated. Analytics dashboards per agent and team-wide. Principal agents use this for coaching, not just reporting.
Automate the follow-up cadence. New buyer enquiry → immediate auto-response with matching properties → task for agent to call within 2 hours → weekly property alert email if still active. New appraisal request → confirmation email → task for agent to prepare CMA → follow-up task 48 hours after appraisal.
Integration with property portals: where API access is available (Domain, REA), use Zoho Flow to import enquiries directly to CRM. For portals without API access, configure a dedicated enquiry email that Flow monitors and creates CRM leads from. Speed to lead is everything in real estate, automate the first response.
Published 5 December 2025