Small and mid-sized real estate agencies live with a double problem: too much scattered information (each agent has their own spreadsheet, their own portal, their own contacts) and too little capacity to analyze what's happening (when does a lead go cold, which listings are sitting longest, which agent closes more).
The solution isn't to buy a giant CRM designed for a chain of 200 branches. It's to build a simple, custom system that covers the core modules — listings, leads, showings, commissions — and that the team actually uses.
The 4 core modules
1. Listings
A single table with all listings, with fields for type (apartment / house / commercial), area, sqm, price, status (available, reserved, sold, withdrawn), assigned agent, and photo gallery. Versioned: if someone lowers the price, it's recorded who and when.
2. Leads
Each incoming lead (web form, logged call, message from a real estate portal) is captured with: channel, listing of interest, intent (rent / buy), area, budget, assigned agent, and status (new, contacted, qualified, in showing, offer, closed, lost).
Automatic rules:
- If a lead goes >48 hrs without contact → alert the agent.
- If it closes → automatic email to the owner with the operation.
3. Showings and calendar
Each showing is linked to a listing and a lead. After the showing, the agent uploads from their phone: customer feedback, rating, next steps. The supervisor sees every showing of the day and can measure per-agent conversion.
4. Commissions
When an operation moves to "closed", an automatic calculation fires: % to the agent, net, taxes, withholdings. Month end: a dashboard with per-agent payouts, exportable.
The impact in one week
- The full inventory in one place — no one asks anymore "is this listing still available?".
- Leads with an assigned owner, response deadline, and alerts if they go cold.
- Closing reports ready without building the spreadsheet every month.
The difference between a growing real estate agency and a stagnant one is rarely the inventory — it's the ability to not lose leads and to understand why what closes, closes.
Try it in your agency
Create your workspace and start with the listings module. If you have a listings spreadsheet, upload it directly. In one morning you'll have your agents loading leads.