Real estate CRM · for developers
Your sale passes nine teams before the keys. Each keeps its own list.
Marketing has the leads, sales the launch sheet, compliance the passports, legal the SPA, finance the ERP, the channel team the brokers and the handover team the snags. The buyer talks to all of them. We set up Salesforce so one buyer record runs from the first enquiry to the signed-off unit, with Slack, WhatsApp, e-signature and your ERP around it.
Salesforce consulting partner since 2010 · MVP Hall of Fame · 200+ agents in production · UAE, India and US desks
Where a developer’s sale gets lost
Most real estate CRMs stop at the booking.
A brokerage CRM ends when the deal closes. A developer’s work has barely started: KYC, the SPA, Oqood, years of instalments, brokers to pay, snags to fix and owners to keep.
The whole sale
Twelve stages, one buyer record.
Each stage links to its page: the process map, the screens and every use case we set up there.
01
Portals, ads, roadshows, WhatsApp broadcasts and brokers.
02
One record, merged, with an owner and a reply in minutes.
03
Budget, timing, finance; the show apartment booked.
04
EOI tokens, the queue, live inventory, holds and approvals.
05
Individual, joint and corporate buyers, POA and cash flagged.
06
Reservation, SPA from the data, e-signature, Oqood, escrow.
07
Plans, reminders, receipts and NetSuite or ERP sync.
08
Broker sign-up, protection, portal and commissions.
09
Buyer portal: statements, documents, updates, requests.
10
Readiness, final payment, utilities, the appointment.
11
Buyer, developer and contractor on one list per unit.
12
Leasing, maintenance, service charges, resale, next launch.
What it looks like
The booking, the handoff and the snag.
Three moments of one sale. Drawn by us with invented buyers to show the setup; your screens follow your process.
Illustration, sample data
Salesforce · BookingRecord
B-1204 · Rania K. and Sami K.
- ✓ Booked
- ✓ KYC
- ✓ SPA
- Signed
- Oqood
- Collections
Details
- Price
- AED 1,960,000
- Plan
- 60/40, change approved
- SPA version
- v2, generated 12 Oct
- Escrow
- Tower B escrow account
Sales admin
Every booking shows its stage, the SPA version and the approved changes.
Illustration, sample data
Slack · #tower-b-deals#tower-b-deals
DealsApp15:10
B-1204 signed by both buyers and the developer. Next: Oqood (registration) and the structure instalment (finance).
Open booking
Hind R.15:14
Registration has it. Fee received, submitting tomorrow.
Nadia F.15:20
Plan synced to the ERP. Reminder set for the structure milestone.
Sales, registration and finance
Each handoff posts to the deal channel, so the next team starts without a forwarded email.
Illustration, sample data
Contractor portal · My jobsAl Fajr Joinery · today
- Done: B-1204 hinge, kitchen: after photo uploaded
- Open: B-1207 wardrobe door, bed 1
- Open: B-1302 skirting, living room
Contractor
Contractors see only their snags, with the unit and photo, and close them with proof.
Every use case
97 use cases, filtered by stage.
Pick the ones that sound like your week and send them with your brief.
- Leads and call centrePortal leads in by API or emailProperty Finder, Bayut and Dubizzle in the UAE; 99acres, MagicBricks and Housing in India; each where the portal offers a feed.
- Leads and call centreAd leads with the campaign keptMeta and Google lead forms land with the campaign, ad set and ad, so bookings trace back to spend.
- Leads and call centreRoadshow and exhibition captureA tablet form at the stand, offline if the hall Wi-Fi fails, with the event on every lead.
- Leads and call centreDuplicate mergeOne buyer, one record, every source kept.
- Leads and call centreRouting by project, language or rotaTower teams, Arabic or Russian speakers, round robin, with a fallback when a consultant is on leave.
- Leads and call centreAI first replyAn agent answers on the company WhatsApp number or web chat, qualifies, and hands over to a person.
- Leads and call centreWhatsApp broadcasts to opted-in buyersLaunch news and price list updates to buyers who opted in, on approved templates, with replies coming back to the record.
- Leads and call centreInbound call centreThe caller’s record opens on answer, the call is logged and the recording link sits on the record.
- Leads and call centreOutbound call listsUnanswered leads, visit no-shows and EOI reminders as call lists with outcomes.
- Leads and call centreSite visit booking and remindersThe visit, the consultant and the show apartment, with a reminder and a feedback question after.
- Leads and call centreLead scoringBudget, timing, finance and engagement in one score the team agreed on.
- Leads and call centreSource to booking reportWhich campaign, portal or broker produced visits, EOIs and bookings.
- Launch day and inventoryEOI form and token paymentA short form and a payment link; the token, receipt and preference on the record.
- Launch day and inventoryPriority numbersToken order, or a rule you set for VIP and repeat buyers, written down before the day.
- Launch day and inventoryBroker EOIsBrokers register EOIs for their buyers through the partner portal, so the buyer is protected for them.
- Launch day and inventoryLive inventory by tower, floor and viewFree, held, EOI, booked, sold and blocked, refreshed for every table.
- Launch day and inventoryUnit holds with a timerA hold ends by itself unless a manager extends it.
- Launch day and inventoryPrice list versionsEach booking keeps the price list it was sold on.
- Launch day and inventoryDiscount and payment plan approvalsRequests in Slack with the floor, approved or rejected in one click.
- Launch day and inventoryLaunch queue screenThe hall screen shows whose turn it is, by token, never by name.
- Launch day and inventoryBooking form at the tableBuyer, unit, plan and booking amount on a tablet, signed there.
- Launch day and inventoryEOI refundsTokens that did not convert are listed for refund with the bank details checked.
- Launch day and inventoryLaunch reportEOIs, bookings, holds expired and discounts given, by hour and by consultant.
- KYC for every buyerIndividual buyerPassport, visa, Emirates ID or national ID and address, with expiry dates watched.
- KYC for every buyerJoint buyersEach owner’s documents, share and screening, with one main contact for the sale.
- KYC for every buyerCorporate buyerTrade licence, MOA, shareholders, ultimate owners, board resolution and signatory.
- KYC for every buyerPower of attorneyThe attorney’s documents and the POA on the record, with its scope and expiry.
- KYC for every buyerSanctions and PEP screeningYour screening provider’s result logged on each buyer and company.
- KYC for every buyerCash flag for the REARCash of AED 55,000 or more on a booking raises a task to file on goAML.
- KYC for every buyerSource of fundsA question set for higher-risk buyers, answered and kept on file.
- KYC for every buyerDocument upload linkBuyers upload to the record, not to a consultant’s inbox.
- KYC for every buyerKYC gate before SPAThe SPA step stays closed until every buyer is clear.
- KYC for every buyerRe-checks on transferA resale or assignment runs KYC again on the new buyer.
- Booking, SPA and OqoodReservation agreementGenerated at the table from the hold, signed on the tablet.
- Booking, SPA and OqoodBooking amount and receiptPaid by link, card or transfer; the receipt on the booking.
- Booking, SPA and OqoodSPA from booking dataBuyers, shares, unit, area, price, plan and clauses from one record.
- Booking, SPA and OqoodDeviation approvalsPlan changes, parking, furniture or fee waivers approved in Slack before drafting.
- Booking, SPA and OqoodE-signature for every signerJoint buyers, POA holders and company signatories in order.
- Booking, SPA and OqoodOqood trackerEach registration step and the certificate number on the booking.
- Booking, SPA and OqoodEscrow account on the dealEach project’s escrow account named on its bookings, for finance and audit.
- Booking, SPA and OqoodSPA addendaChanges after signing as numbered addenda, signed the same way.
- Booking, SPA and OqoodMortgage buyersBank, valuation and offer dates tracked next to the SPA.
- Booking, SPA and OqoodCancellationsNotice, the steps your SPA and the law require, and the refund calculation.
- Payments and ERPPayment plan templatesConstruction-linked, date-based and post-handover plans, picked at booking.
- Payments and ERPMilestone-linked due datesInstalments become due when the project team confirms a milestone.
- Payments and ERPReminders before and after dueEmail or WhatsApp templates on a schedule you set.
- Payments and ERPPayment linksCard payments into the right account, with the receipt matched.
- Payments and ERPERP or NetSuite syncCustomers, units, invoices, receipts and credit notes kept in step.
- Payments and ERPEscrow matchingReceipts checked against the project’s escrow account.
- Payments and ERPStatements on demandIn the buyer portal, or sent from the record.
- Payments and ERPLate payment feesCalculated by the SPA rule, approved before they are charged.
- Payments and ERPMortgage disbursementsBank payments expected and matched to the plan.
- Payments and ERPResale and assignmentNOC requests, the balance due, and the plan moved to the new buyer.
- Payments and ERPRefundsCancellation refunds calculated, approved and paid from the ERP.
- Payments and ERPCollections dashboardDue, overdue and collected by project and month.
- Brokers and channel partnersAgency and broker onboardingTrade licence, ORN, BRN and agreement, with expiry dates watched.
- Brokers and channel partnersLead registration and protectionFirst to register owns the buyer for a window you set; disputes have a record.
- Brokers and channel partnersInventory and price list in the portalOnly the units and prices you choose, always current.
- Brokers and channel partnersCollateral libraryBrochures, floor plans and videos for each project.
- Brokers and channel partnersBroker EOIsTokens collected for the broker’s buyers before launch.
- Brokers and channel partnersDeal status for brokersBooked, SPA signed, payment threshold reached, commission due.
- Brokers and channel partnersCommission rulesBy agency, project, campaign and tier.
- Brokers and channel partnersCommission approval in SlackApproved or held with a reason, written back.
- Brokers and channel partnersAgency invoices and payoutInvoices uploaded in the portal and paid from the ERP.
- Brokers and channel partnersPartner channels in Slack ConnectTop agencies in a shared channel with your channel team.
- Brokers and channel partnersBroker league tableRegistrations, visits and bookings by agency.
- Buyer portal and build updatesBuyer loginEmail and one-time code, or UAE Pass where it fits.
- Buyer portal and build updatesStatement and receiptsFrom the ERP, always current.
- Buyer portal and build updatesDocument vaultReservation, SPA, addenda, Oqood certificate and receipts.
- Buyer portal and build updatesConstruction updatesPhotos, video and the stage reached, per tower.
- Buyer portal and build updatesUnit change requestsUpgrades and layout options with price and approval.
- Buyer portal and build updatesService requestsQuestions and complaints as cases with an owner.
- Buyer portal and build updatesMortgage statusBank and valuation steps for mortgage buyers.
- Buyer portal and build updatesHandover bookingThe buyer picks a handover slot when the unit is ready.
- Buyer portal and build updatesArabic and other languagesPortal screens and messages in the buyer’s language.
- Buyer portal and build updatesResale and NOC requestsRequests to sell or assign, with the steps and fees shown.
- Handover and snaggingHandover readinessFinal payment, utility registration, service charge and documents ticked per unit.
- Handover and snaggingHandover appointment bookingThe buyer picks a slot; the team and the unit are ready.
- Handover and snaggingDeveloper QA inspectionYour team snags every unit before the buyer sees it.
- Handover and snaggingBuyer and third-party inspector snagsReported in the portal or the snagging app, with photos.
- Handover and snaggingMerge and triageOne list per unit, duplicates merged, a trade and contractor for each.
- Handover and snaggingContractor portalEach contractor sees and closes their snags with an after photo.
- Handover and snaggingRe-inspection and acceptanceEach fix accepted or reopened in the unit.
- Handover and snaggingHandover sign-offHandover form signed, keys and access cards logged.
- Handover and snaggingDefects period requestsDefects after handover go to the right team for the period in your SPA.
- Handover and snaggingSnag reports by trade and contractorOpen, overdue and reopened snags, so you know who to call.
- Handover and snaggingCommon area snagsLobby, car park and amenities on the building, not a unit.
- Property and facility managementOwner portalDocuments, service charges, tenancy and requests for each owner.
- Property and facility managementLeasing and tenancyListings, viewings, contracts, Ejari or Ejar and rent collection, with Mindcat Lease.
- Property and facility managementMaintenance requestsFrom tenants and owners, by QR, portal or WhatsApp.
- Property and facility managementFacility managementWork orders, planned maintenance and assets, with Mindcat Maintain or Field Service.
- Property and facility managementService chargesInvoices, reminders and receipts per unit, synced with the ERP.
- Property and facility managementOwners’ association noticesMeetings, votes and notices to owners.
- Property and facility managementResale and transferNOCs, the new owner’s KYC and the record moved to them.
- Property and facility managementHoliday homesShort stays run by your team, with Mindcat Stays.
- Property and facility managementOwner referrals and next launchOwners who opted in, offered the next project first.
- Property and facility managementBuilding dashboardsOccupancy, open requests and collections per building.
Every side of the sale
Buyers, brokers and contractors work on the same record.
Each gets a portal with only what is theirs. Your teams work in Salesforce and Slack.
Today
On one record
- Buyers email for statements
- Buyer portal: statement, documents, updates
- Brokers sell from last month’s PDF
- Partner portal: live inventory, buyers registered
- Contractors get photos in a group chat
- Contractor portal: their snags, closed with a photo
- Finance rebuilds the balance in Excel
- ERP and CRM read the same balance
- Approvals live in personal WhatsApp
- Approvals in Slack, written back to the deal
What we connect
Salesforce in the middle, your systems around it.
Licences come from Salesforce today. We help you pick the plan and work with your Salesforce account team.
Who it is for
Developers first. Brokerages have their own path.
Example
Sales director at a Dubai developer with two towers launching
Today: The launch runs on Excel, KYC on email and Oqood status on the phone.
After: One record from EOI to Oqood. The sales director sees every unit’s stage on one board.
See launch dayExample
Customer experience head at a developer handing over 600 units
Today: Snags arrive as PDFs and the defects period runs on memory.
After: One snag list per unit for the buyer, QA and the contractor, with dates the buyer can trust.
See snaggingExample
Owner of a 20-agent brokerage in Business Bay
Today: Portal and WhatsApp leads land on agents’ phones.
After: Start with the shared WhatsApp inbox and the brokerage CRM guide, not the developer build.
See the brokerage page
FAQ
What developers ask first.
- What is a real estate CRM?
- A system that keeps every buyer, unit and deal on one record: where the lead came from, who owns it, what was sold, what was signed and paid, and what happens after the keys. For a developer it also runs launch day, KYC, the SPA, payment plans, brokers and handover.
- Why Salesforce and not a local real estate CRM?
- A local CRM is quicker to start for a brokerage that mainly needs portal leads and listings. Salesforce fits developers who also need KYC, SPAs, ERP sync, portals for buyers, brokers and contractors, and years of after-sales on one record. We say which fits after reading your process.
- Does Salesforce have a real estate product?
- Not a ready-made one for Gulf off-plan sales. We build on Sales Cloud, Service Cloud and Experience Cloud with your units, plans and steps, and connect your ERP and e-signature.
- Do you cover Saudi Arabia and India?
- Yes. The stages are the same; the registers differ (Wafi and Ejar in Saudi Arabia, RERA and stamp duty in India). We set up the fields and steps for each market you sell in.
- Is the real estate CRM in Dubai guide the same thing?
- That guide is for brokerages. These pages are the developer’s full sale.
- Can we start with one stage?
- Yes, and most developers do: usually leads and launch day, or snagging when handover is close. The record is built so the next stage plugs in.
The brief · one email
Name the stage where buyers wait longest.
The honest no: if the work is a software factory with a named delivery date, we are the wrong partner.