Real estate CRM · for brokerages
Twenty developers, three portals, forty agents. One commission sheet in Excel.
A brokerage sells homes it lists, off-plan units from every developer it has an agreement with, and leases that renew every year, and it is paid differently for each. We set up Salesforce so listings, permits, portal leads, buyer briefs, developer stock, deals and commission splits sit on one record, with WhatsApp, Slack and AI agents around it.
Salesforce consulting partner since 2010 · MVP Hall of Fame · 200+ agents in production · UAE, India and US desks
How a brokerage makes money
Three kinds of income, each paid its own way.
The CRM has to follow the money, not just the leads. Dubai sets no commission rate; every figure comes from your own agreements.
The whole deal
Eleven steps from the owner’s call to the renewal.
What the seller, buyer or landlord sees at each step, who it gets hard for and the tools we use. Open a step for the rule, the screen and the fix.
01An owner agrees to list“Ten agents called me this month. This one knew the building and sent a valuation the same day.”AgentCalls owners from lists of unknown origin, and finds a colleague called the same owner yesterday.SalesforcePhone systemSlack
02The listing gets its permit and goes live“Price, photos, permit. Live on every portal by the afternoon.”ListingsTypes the same listing into three portals; a photo set is rejected on one of them.SalesforceProperty portals
03A buyer in London sees it“Marina view, ready, permit on the ad. Let me message them.”BuyerHas seen listings that were already sold or used fake photos, so he trusts none.SalesforceProperty portalsMeta and Google adsWhatsApp
04He asks at 21:14“Is the 2-bed still available? I’m buying to rent out.”BuyerWrites to three brokerages and hears back from the one that answers tonight.AI agentWhatsAppSalesforceSlack
05Matched across resale and off-plan“They sent five units in my budget, two ready and three off-plan, with yields.”BuyerRepeats his budget, areas and timeline to every agent.SalesforceWhatsApp
06Saturday’s viewings“Three flats, one show apartment, all confirmed. Nobody waiting in a lobby.”AgentCoordinates keys, owners, tenants and other agents’ listings by phone.SalesforceWhatsAppMobile app
07Offer accepted, Contract F signed“We agreed on the third offer. The deposit cheque stays with the agency until transfer.”AgentOffers and counter-offers in chat threads, Form F versions by email.SalesforceSlackWhatsApp
08NOC, KYC and the trustee office“Twenty-five minutes at the trustee office. I knew the fees before I went.”AgentChases the developer NOC, service charges and manager’s cheques by phone.SalesforceSlack
09The commission is split“My statement showed the gross, my split and the payout date.”FinanceWorks out splits, overrides and co-broker shares in Excel.SalesforceSlackERPMobile app
10He books off-plan through you“The off-plan unit was registered to my agent before the launch. No other agency called.”AgentRegisters the same buyer on several developer portals and loses one to a faster agency.SalesforceSlackERP
11The lease, Ejari and next year’s renewal“They found a tenant, registered Ejari and asked me about renewal three months early.”AgentMisses the renewal and the landlord goes to another agency.SalesforceWhatsAppMindcat Lease
What it looks like in Salesforce
The owner’s dashboard, the match and the money.
Drawn Lightning screens with example people, buildings and figures. Open any of them full size.
Brokerage owner
Which source produced commission, not just leads, and which team answers fastest. Referrals bring the fewest leads and close the most often here.
- 01Source to commission: leads, viewings, deals and gross commission for each portal, ad and referral.
- 02Median first reply by team, from the lead clocks.
- 03Agents by gross commission, and listings with permits about to expire.
Buyer’s agent
The buyer’s brief is a set of fields, so every resale listing and every developer’s stock is matched against it, with the source and date of each off-plan price.
- 01Buyer preferences: the brief as fields, including purpose, handover window, finance and Golden Visa interest.
- 02Matched units: resale listings and off-plan units from several developers in one list, scored against the brief.
- 03Source line: off-plan prices come from developer sheets, with the date they were updated.
- 04Send and book: the shortlist goes on WhatsApp and the viewings are booked from here.
Owner and finance
Gross commission is not what the brokerage keeps. This shows the walk from gross to net, by source and by agent, and which payouts wait for approval.
- 01The waterfall: gross commission, minus co-broker shares, agent splits and overrides, to what the brokerage keeps.
- 02Gross by source: off-plan, resale and leasing.
- 03By agent: deals, gross, split, paid and pending.
- 04Payouts awaiting approval, approved here or in Slack.
Every use case
84 use cases, filtered by stage.
Pick the ones that sound like your week and send them with your brief.
- Owners and listingsOwner record per person and unitWho owns what, who in the brokerage spoke to them first and when.SalesforceListing agentsListings admin
- Owners and listingsMay we call? checkGreen List status, Do Not Call Register result, consent source and date, shown before dialling.SalesforceListing agentsListings admin
- Owners and listingsCall-hour and attempt guardDialling blocked outside 9:00 to 18:00 and after a refusal; attempts counted per day and week.SalesforcePhone systemListing agentsListings admin
- Owners and listingsRecorded calls from company numbersCalls placed and recorded through the CRM, with the recording on the owner record.SalesforcePhone systemListing agentsListings admin
- Owners and listingsOwner document upload linkTitle deed, IDs and service charge statement through a link, not a chat.SalesforceWhatsAppListing agentsListings admin
- Owners and listingsContract A trackingReference, exclusive or not, and expiry, with reminders before an exclusive runs out.SalesforceSlackListing agentsListings admin
- Owners and listingsPermit on every listingTrakheesi number, status, expiry and QR code; no publish without a valid permit.SalesforceListing agentsListings admin
- Owners and listingsOne listing to every portalProperty Finder, Bayut, dubizzle and your website from one record, through each portal’s feed.SalesforceProperty portalsListing agentsListings admin
- Owners and listingsPre-publish quality checksTitle and description length and photo count against each portal’s published rules.SalesforceProperty portalsListing agentsListings admin
- Owners and listingsDuplicate and stale listing checkBy permit number and unit, so credits aren’t spent on the same flat twice.SalesforceProperty portalsListing agentsListings admin
- Owners and listingsMatched buyers on new listingsA new listing is checked against every open buyer brief and the agents are told.SalesforceSlackListing agentsListings admin
- Owners and listingsExclusive expiry alertsA Slack message to the agent and team lead before the contract ends.SalesforceSlackListing agentsListings admin
- Portal leads and WhatsAppPortal leads in one queueProperty Finder, Bayut and dubizzle leads by feed or email, with the listing and the portal.SalesforceProperty portalsOmni-ChannelAgentsTeam leaders
- Portal leads and WhatsAppMeta and Google lead formsCampaign, ad set and ad kept on the lead, so commission traces back to spend.SalesforceMeta and Google adsAgentsTeam leaders
- Portal leads and WhatsAppClick-to-chat adsThe ad opens a chat on the company number instead of a form.SalesforceMeta and Google adsWhatsAppAgentsTeam leaders
- Portal leads and WhatsAppCompany WhatsApp numbersChats on the WhatsApp Business Platform, stored on the contact, opt-in recorded with its wording and time.SalesforceWhatsAppAgentsTeam leaders
- Portal leads and WhatsAppAI first reply at nightAnswers availability and viewing slots it can check, then hands over to a named agent.SalesforceAI agentWhatsAppAgentsTeam leaders
- Portal leads and WhatsAppRouting by area, language and budgetOr round robin, with cover when an agent is on leave.SalesforceOmni-ChannelAgentsTeam leaders
- Portal leads and WhatsAppReply clock per leadSet to your team’s target, with a Slack alert to the team leader when it lapses.SalesforceSlackAgentsTeam leaders
- Portal leads and WhatsAppDuplicate mergeOn phone and email, so one buyer gets one agent.SalesforceAgentsTeam leaders
- Portal leads and WhatsAppCall trackingPortal call-tracking numbers and your phone system log calls on the lead.SalesforcePhone systemProperty portalsAgentsTeam leaders
- Portal leads and WhatsAppSource to commission reportLeads, viewings, deals and gross commission by portal, ad and referral.SalesforceProperty portalsMeta and Google adsAgentsTeam leaders
- Matching and viewingsBuyer brief as fieldsBudget, areas, bedrooms, ready or off-plan, handover, plan, finance, purpose, target yield.SalesforceBuyer’s agents
- Matching and viewingsMatch scores on resale and off-planEvery listing and developer unit scored against every open brief.SalesforceBuyer’s agents
- Matching and viewingsNew listing alertsA new listing or a price drop tells the agents whose buyers it fits.SalesforceSlackBuyer’s agents
- Matching and viewingsShortlists on WhatsAppUnits sent from a template with photos and the permit number; the buyer’s picks come back to the record.SalesforceWhatsAppBuyer’s agents
- Matching and viewingsGolden Visa interestFlagged on the brief, with the AED 2 million threshold from u.ae and ICP for the conditions.SalesforceBuyer’s agents
- Matching and viewingsMortgage fitPre-approval amount and expiry on the brief, so off-plan and resale options fit the finance.SalesforceBuyer’s agents
- Matching and viewingsViewing schedulerSeveral units, several listing agents, one route, with owner and tenant confirmation.SalesforceMobile appWhatsAppBuyer’s agents
- Matching and viewingsKeys and access notesWho holds the keys and when the tenant allows access.SalesforceMobile appBuyer’s agents
- Matching and viewingsOne-tap feedbackLiked it, price too high, wants a second visit, with a note.SalesforceMobile appBuyer’s agents
- Matching and viewingsSeller feedback reportWhat every buyer said about the unit, sent to the owner weekly.SalesforceWhatsAppBuyer’s agents
- Matching and viewingsContract B on the opportunityThe buyer-broker contract reference stored when it is signed.SalesforceBuyer’s agents
- Offers and transferOffer logEvery offer and counter-offer with party, amount, date and answer.SalesforceAgentsConveyancing
- Offers and transferContract F on the dealReference, price, dates, finance and special conditions from the signed contract.SalesforceAgentsConveyancing
- Offers and transferDeposit held in trustCheque details, holder, safe location and release condition, with a release task.SalesforceAgentsConveyancing
- Offers and transferTransfer checklistNOC, service charges, mortgage, valuation, trustee booking and manager’s cheques with owners and dates.SalesforceSlackAgentsConveyancing
- Offers and transferDeveloper NOC trackingApplied, issued, and days waiting, with a Slack nudge when it stalls.SalesforceSlackAgentsConveyancing
- Offers and transferMortgage stageBank, pre-approval expiry, valuation date and result; a low valuation starts a renegotiation task.SalesforceAgentsConveyancing
- Offers and transferFee estimateTransfer fee, trustee fee by price band and title deed from the DLD page, marked as a draft.SalesforceAgentsConveyancing
- Offers and transferKYC per partyIDs, screening date and source of funds for buyer, seller and companies.SalesforceScreening serviceAgentsConveyancing
- Offers and transferCash running totalEach payment’s method, with the MLRO told at AED 55,000 in cash.SalesforceSlackAgentsConveyancing
- Offers and transferDeal channels in SlackOne channel per deal for the agent, admin and finance.SalesforceSlackAgentsConveyancing
- Offers and transferBuyer and seller updatesWhatsApp templates at each step, so nobody has to ask where the deal is.SalesforceWhatsAppAgentsConveyancing
- Off-plan with many developersDeveloper agreementsEach developer’s agreement, renewal date, documents and contacts.SalesforceOff-plan deskFinance
- Off-plan with many developersPrice list importSheets imported with version and date; a warning when a sheet is older than a week.SalesforceOff-plan deskFinance
- Off-plan with many developersInventory by projectUnits free, held and sold per project, across every developer.SalesforceOff-plan deskFinance
- Off-plan with many developersBuyer registration with each developerPortal reference, date, expiry and proof, per buyer per developer.SalesforceDeveloper portalsOff-plan deskFinance
- Off-plan with many developersRegistration expiry alertsThe agent and team lead are told before a registration runs out.SalesforceSlackOff-plan deskFinance
- Off-plan with many developersCommission terms as receivedEach developer’s rate and trigger entered from its agreement, never a default.SalesforceOff-plan deskFinance
- Off-plan with many developersCommission receivableEarned, due, invoiced and received by developer.SalesforceERPOff-plan deskFinance
- Off-plan with many developersClawbacksA cancelled booking reverses the receivable and adjusts the agent’s payout.SalesforceERPOff-plan deskFinance
- Off-plan with many developersLaunch eventsBuyers invited, attended and booked per launch, with the launch permit noted.SalesforceWhatsAppOff-plan deskFinance
- Off-plan with many developersProject checksRERA registration and escrow account noted on the project before it is marketed.SalesforceOff-plan deskFinance
- Commissions and splitsCommission schedule per dealGross, VAT, co-broker share, agent split, overrides and net to the company.SalesforceFinanceOwner
- Commissions and splitsAgent split plansFrom each agent’s contract, including tiers and desk-fee models.SalesforceFinanceOwner
- Commissions and splitsTeam leader overridesAs written in the team leader’s contract.SalesforceFinanceOwner
- Commissions and splitsCo-broker agreementsThe other agency, its share, the signed agreement and a DLD amicable-settlement clause in your template.SalesforceE-signatureFinanceOwner
- Commissions and splitsIntroduction disputesThe first contact, the chat and the viewing on record when two agents claim a buyer.SalesforceFinanceOwner
- Commissions and splitsInvoices and VATInvoices from the deal, synced to your accounting system.SalesforceERPFinanceOwner
- Commissions and splitsPayout approval in SlackAbove a set amount, with the calculation, approved by the sales director.SalesforceSlackFinanceOwner
- Commissions and splitsAgent statementsEach agent’s earned, paid and pending, on the phone.SalesforceMobile appFinanceOwner
- Commissions and splitsGCI and net dashboardBooked, collected, paid out and kept, by agent, team, source and developer.SalesforceFinanceOwner
- Commissions and splitsLeaderboardsGross commission by agent and team for the sales floor.SalesforceSlackFinanceOwner
- Leasing and EjariTenancy recordUnit, landlord, tenant, rent, dates, deposit and commission.SalesforceLeasing agents
- Leasing and EjariEjari number on fileRegistered through your usual channel and stored on the tenancy.SalesforceLeasing agents
- Leasing and EjariRent chequesDates, amounts and status, with reminders before each one is due.SalesforceLeasing agents
- Leasing and EjariRenewal at 90 daysA task and a landlord message 90 days before the end.SalesforceWhatsAppLeasing agents
- Leasing and EjariRental index checkThe agent attaches the DLD Rental Increase Calculator result before the landlord decides.SalesforceLeasing agents
- Leasing and EjariLandlord and tenant messagesWhatsApp templates for renewal, cheques and move-out.SalesforceWhatsAppLeasing agents
- Leasing and EjariLeasing commissionThe fee each agreement states, invoiced and split like a sale.SalesforceERPLeasing agents
- Leasing and EjariLandlord portfolioEvery unit a landlord holds, so one call covers all of them.SalesforceLeasing agents
- Leasing and EjariTenant to buyerTenants flagged when their lease is ending and they asked about buying.SalesforceLeasing agents
- Leasing and EjariProperty management hand-offMaintenance and owners’ statements in Mindcat Lease where you manage the unit.SalesforceMindcat LeaseLeasing agents
- Agents and complianceAgent licence rosterBRN, card expiry, annual test, visa and good conduct certificate per agent.SalesforceOperationsMLRO
- Agents and complianceExpiry remindersAt 60 and 30 days, to the agent and operations.SalesforceSlackOperationsMLRO
- Agents and complianceAuto-pause on expiryNo new leads and no live listings for an agent with an expired card.SalesforceOmni-ChannelOperationsMLRO
- Agents and complianceOnboarding checklistDocuments, exam booking and card issue for each new agent.SalesforceOperationsMLRO
- Agents and complianceKYC per partyIDs, screening date and source of funds for every buyer and seller.SalesforceScreening serviceOperationsMLRO
- Agents and complianceCompany buyersBeneficial owners at the 25% test, with documents.SalesforceScreening serviceOperationsMLRO
- Agents and complianceCash total and MLRO alertCash adds up across payments; the MLRO is told at AED 55,000.SalesforceSlackOperationsMLRO
- Agents and compliancegoAML referenceThe MLRO’s filing reference stored on the deal.SalesforceOperationsMLRO
- Agents and compliancePrivate register of transactionsEvery deal and its documents, kept for at least five years.SalesforceOperationsMLRO
- Agents and complianceCall compliance reportCalls by hour, attempts and refusals, from the recorded calls.SalesforcePhone systemOperationsMLRO
Worked examples
Six agents, forty-five, two hundred and fifty.
Three composites of brokerages we meet, not clients: what they run today, where money leaks, the flow after, and what we change first.
Boutique · 6 agents
Six agents, one office in JVC
An owner-run brokerage doing resale and leasing in two communities, with some off-plan from three developers.
In place today
Portal back offices as the CRMPersonal WhatsAppExcel for deals and commissionMeta ads run by the ownerLeads arrive on six phones. When an agent leaves, the landlords and buyers go too. The owner works out commission on payout day and can’t say which portal pays for itself.
The flow today
Portal leads go to each agent’s own WhatsApp
Leak: No cover at night, no history when someone leaves
Listings typed into each portal
Leak: Prices out of step, credits on stale listings
Owner calls from lists
Leak: Green List and call-hour risk on the owner
Commission worked out in Excel at month end
Leak: Disputes and late payouts
The flow after
Leads in one queue on the company number, answered at night
SalesforceWhatsAppAI agentOne listing record with the permit, sent to every portal
SalesforceProperty portalsOwners called only when the record says yes, from the company number
SalesforcePhone systemCommission on each deal, statements on the phone
SalesforceMobile app
What changes first The lead queue, the company number and listings in Sales Cloud. Commission comes next.
Mid-size · 45 agents
Three teams and an off-plan desk
Secondary teams in the Marina and Downtown, a leasing desk and an off-plan desk selling about twenty developers.
In place today
A local real estate CRMWhatsApp Business on agents’ phonesAccounting packageDeveloper sheets on WhatsAppOff-plan stock is forwarded as PDFs and goes stale. Buyers are lost to agencies that registered them first. Commission due from developers sits in a sheet, and agents dispute splits every month.
The flow today
Developer price lists forwarded to buyers
Leak: Sold units offered, trust lost
Buyer registrations kept by each agent
Leak: Expired registrations, lost commission
Developer commission tracked monthly in Excel
Leak: Invoices weeks late, clawbacks found late
Agent splits worked out by finance
Leak: Disputes, agents leaving
The flow after
Developer stock imported with its sheet and date, matched to buyer briefs
SalesforceRegistrations per developer with expiry alerts
SalesforceSlackReceivables by developer, invoiced on the trigger
SalesforceERPSplits on each deal, payouts approved in Slack
SalesforceSlack
What changes first Developers, inventory and the commission ledger, then matching. The local CRM’s listings move last.
Large · 250 agents, three offices
Three offices, leasing and a mortgage desk
Sales, leasing, off-plan and an in-house mortgage desk across three offices, with a call team and its own marketing.
In place today
An enterprise CRM, partly usedA call team on a separate diallerBI built from exportsCompliance in shared foldersThe board sees gross commission, not net by office and source. Telemarketing and AML rules need proof the business can’t produce quickly. Agents who leave take their contacts.
The flow today
Marketing reports leads by portal
Leak: Spend follows lead count, not commission
Call team dials from exported lists
Leak: No proof of hours, attempts or refusals
KYC and cash checked per office
Leak: No view of cash adding up on one deal
Contacts sit with agents
Leak: Leavers take buyers and landlords
The flow after
Source to net commission by office, team and agent
SalesforceCalls from the CRM with the hour, attempt and refusal rules built in
SalesforcePhone systemKYC and cash totals on every deal, alerts to the MLRO
SalesforceSlackCompany-owned contacts and numbers; ownership moves when an agent leaves
SalesforceWhatsApp
What changes first One contact base, the call rules and the commission waterfall. Then leasing renewals and the mortgage desk.
What we connect
Salesforce in the middle, your portals and phones around it.
Licences come from Salesforce today. We help you pick the plan and work with your Salesforce account team.
FAQ
What brokerages ask first.
- Why Salesforce and not a local real estate CRM?
- A local CRM is quicker for a brokerage that mainly needs listings and portal leads. Salesforce fits when you also run off-plan with many developers, commission splits, leasing renewals, compliance and your own dashboards on one record. We say which fits after reading how you work.
- Do you replace Property Finder’s or Bayut’s back office?
- No. The portals keep their tools. Salesforce becomes the brokerage’s own record of owners, listings, leads and deals, and sends listings to every portal from one place.
- How is this different from your CRM for developers?
- A developer sells its own towers and runs launches, SPAs, payment plans and handover. A brokerage sells many owners’ and developers’ stock, so the work is listings, matching, transfers, developer receivables and agent splits.
- Can we start small?
- Yes. Most brokerages start with the lead queue, the company WhatsApp number and listings, then add matching and commissions.
- Do you work in Saudi Arabia and India?
- Yes. The stages are the same; the rules differ. In Saudi Arabia, for example, the brokerage contract is deposited with REGA and the ad licence number goes on every listing.
The brief · one email
Tell us where commission leaks.
The honest no: if the work is a software factory with a named delivery date, we are the wrong partner.