Real estate CRM for brokers · the deal journey
One flat, one owner, one buyer in London. Eleven chances to lose the deal.
A resale deal runs from a call the rules now watch, through a permit, three portals, a chat at 21:14, a brief matched across developers, viewings, Contract F, the trustee office, a commission split, an off-plan booking and a lease. Here is each step as the client sees it, what gets in the way for every person involved, the rule that applies and how we solve it.
Salesforce consulting partner since 2010 · MVP Hall of Fame · 200+ agents in production · UAE, India and US desks
Reach and competition
More brokers every year, the same buyers.
Every buyer and owner hears from several agencies at once. The brokerage that answers first, once and correctly, and pays its agents on time, keeps them.
- 32,294
- registered brokers in Dubai at the end of 2025, 13,083 of them new that year (DLD via Gulf News, Mar 2026).
- AED 13.59 bn
- in commission earned by Dubai brokers in 2025, from 96,440 broker transactions (same source).
- 66,451
- resale deals among 215,741 Dubai sales in 2025 (Khaleej Times, Feb 2026).
- AED 18.5 m
- in AML penalties on brokerages in the first half of 2025, for 495 violations (UAE Ministry of Economy).
Step by step
Eleven steps, each with its own rule.
Rules are quoted from the source, with the link. Pains are what brokers, buyers and owners tell us; names and figures on the screens are examples.
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Before anyone dials, the record says whether the brokerage may call this owner, when, and how many times this week. Contract A and its expiry sit on the same page.
Step 01
An owner agrees to list
“Ten agents called me this month. This one knew the building and sent a valuation the same day.”
What gets in the way
- AgentCalls owners from lists of unknown origin, and finds a colleague called the same owner yesterday.
- SellerGets cold calls at all hours from agents she never contacted.
- ComplianceCan’t show the owner was on the Green List, or that calls stayed within the hours.
The rule
Brokers may contact only owners on the DLD Green List. Marketing calls are allowed 9:00 to 18:00 from company-registered numbers, with no call back after a refusal; fines run from AED 5,000 for an individual on a personal number to AED 150,000 for a company.
Source: DLD Brokerage Practice Guide, Nov 2024; UAE Cabinet Resolutions 56 and 57 of 2024How we solve it
The owner record shows Green List status, the Do Not Call result, consent and this week’s attempts before anyone dials.
SalesforceCalls go out from the company number through the CRM, recorded, with dialling blocked outside the hours.
SalesforcePhone systemContract A’s reference and expiry are stored, and Slack warns before an exclusive ends.
SalesforceSlack
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One master listing. It won’t publish without a valid permit that matches it, then goes to every portal at once, and off-market goes everywhere at once too.
Step 02
The listing gets its permit and goes live
“Price, photos, permit. Live on every portal by the afternoon.”
What gets in the way
- ListingsTypes the same listing into three portals; a photo set is rejected on one of them.
- MarketingSpends portal credits on stale, duplicate or off-market listings.
- OwnerThe brokerage carries the fine if a permit doesn’t match the ad.
The rule
Every property ad needs a Trakheesi permit with its number on the ad, and the broker needs the owner’s marketing contract to get one. Advertising single units under a project permit brings an AED 50,000 fine and a three-month suspension.
Source: DLD ad permit service; DLD and RERA circular of 22 Feb 2024 via Khaleej TimesHow we solve it
One listing record holds the permit, its expiry and the QR code; it can’t publish without a valid permit that matches.
SalesforceThe listing goes to every portal through its feed, and off-market goes everywhere at once.
SalesforceProperty portalsTitle, description and photos are checked against each portal’s published rules before publishing.
Salesforce
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The buyer sees the price, the permit and the QR code that proves the ad is real, and a button that starts a chat with the brokerage, not with an agent’s own phone.
Step 03
A buyer in London sees it
“Marina view, ready, permit on the ad. Let me message them.”
What gets in the way
- BuyerHas seen listings that were already sold or used fake photos, so he trusts none.
- AgentThe same flat is listed by four agencies at four prices.
- MarketingCan’t tell which portal or ad the buyers who close came from.
The rule
Print and video ads carry the permit’s Madmoun QR code, which buyers scan to check the broker, the property and the permit.
Source: DLD, 18 Apr 2023How we solve it
Every enquiry keeps its portal, listing and ad, so commission traces back to the source.
SalesforceProperty portalsMeta and Google adsThe listing’s message button opens a chat with the company number, not an agent’s phone.
WhatsApp
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At 21:14 the assistant answers on the company number, asks one question, books the viewing with the listing agent and writes all of it to the lead.
Step 04
He asks at 21:14
“Is the 2-bed still available? I’m buying to rent out.”
What gets in the way
- BuyerWrites to three brokerages and hears back from the one that answers tonight.
- Team leaderPortal badges depend on reply time, but there is no team view of who is waiting.
- AgentCovers a colleague’s leads with no history of the chat.
The rule
UAE telemarketing rules cover marketing by social-media messages. TDRA asks for prior consent, sending between 7:00 and 21:00, and a free way to opt out.
Source: UAE Cabinet Resolution 56 of 2024; TDRA FAQHow we solve it
An AI assistant answers on the company number, confirms the unit and books the listing agent’s slot.
AI agentWhatsAppThe chat, the opt-in and the booking land on one lead with a reply clock.
SalesforceThe booking posts to the team channel; anything late goes to the team leader.
Slack
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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.
Step 05
Matched across resale and off-plan
“They sent five units in my budget, two ready and three off-plan, with yields.”
What gets in the way
- BuyerRepeats his budget, areas and timeline to every agent.
- AgentCan’t see which developers’ stock fits, or whether the price sheet is current.
- DeveloperSends price lists that brokers forward long after units sell.
The rule
Investors in real estate worth at least AED 2 million can apply for a 5-year Golden Visa. Conditions are set by ICP.
Source: u.ae, Golden VisaHow we solve it
The brief is a set of fields, matched against every resale listing and every developer’s stock.
SalesforceEach off-plan unit carries its developer sheet and date, so stale prices show.
SalesforceThe shortlist goes out on WhatsApp and his picks come back to the record.
WhatsApp
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The day’s viewings with who confirmed access. Feedback takes one tap after each, so the seller hears it the same evening.
Step 06
Saturday’s viewings
“Three flats, one show apartment, all confirmed. Nobody waiting in a lobby.”
What gets in the way
- AgentCoordinates keys, owners, tenants and other agents’ listings by phone.
- TenantGets viewing requests at short notice, several a day.
- SellerNever hears what buyers thought, so the price never moves.
The rule
Brokers sign a Contract B with the buyer, one of three mandatory smart contracts with Contract A and Contract F.
Source: DLD Brokerage Practice Guide, Nov 2024How we solve it
Owners and tenants confirm access by template; keys and access times sit on the viewing.
SalesforceWhatsAppThe agent runs the day from the mobile app and logs feedback in one tap.
SalesforceMobile app
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Offers, Contract F, the deposit the brokerage holds as trustee and every step to transfer, on one deal. The fee estimate is a draft the trustee office confirms.
Step 07
Offer accepted, Contract F signed
“We agreed on the third offer. The deposit cheque stays with the agency until transfer.”
What gets in the way
- AgentOffers and counter-offers in chat threads, Form F versions by email.
- FinanceThe fee and who pays it aren’t written where the deal is.
- OwnerThe brokerage is responsible for the deposit cheque it holds.
The rule
Contract F between buyer and seller is a mandatory smart contract. A broker is the trustee of any amounts or securities handed over for safekeeping.
Source: DLD Practice Guide, Nov 2024; Dubai Bylaw 85 of 2006, Article 21How we solve it
Each offer, Contract F and the deposit cheque with its release condition sit on the deal.
SalesforceA deal channel opens for the agent, admin and finance.
SlackBuyer and seller get updates at each step from templates.
WhatsApp
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Cash payments add up on the deal. At AED 55,000 the MLRO is told; the MLRO decides and files, and the goAML reference is stored on the deal.
Step 08
NOC, KYC and the trustee office
“Twenty-five minutes at the trustee office. I knew the fees before I went.”
What gets in the way
- AgentChases the developer NOC, service charges and manager’s cheques by phone.
- ComplianceTwo cash payments under the threshold add up past it on the same deal.
- BuyerLearns the full fees at the counter.
The rule
Transfer is 2% of the price from each side, a trustee fee of AED 4,000 plus VAT at AED 500,000 or more, and AED 250 for the deed, with the developer’s e-NOC.
Source: DLD Property Sale RegistrationHow we solve it
The transfer checklist tracks the NOC, mortgage, trustee booking and cheques, with a draft fee estimate.
SalesforceSlackKYC per party and a cash total that tells the MLRO at AED 55,000; the MLRO decides and files.
SalesforceSlack
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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.
Step 09
The commission is split
“My statement showed the gross, my split and the payout date.”
What gets in the way
- FinanceWorks out splits, overrides and co-broker shares in Excel.
- AgentDoesn’t trust the payout and can’t see why it is pending.
- OwnerSees gross booked, not what the company keeps.
The rule
The fee is set by agreement, or by prevailing practice where there is none, and is due on signing and registering the sale unless agreed otherwise. Brokers on one side share it as their contract says.
Source: Dubai Bylaw 85 of 2006, Articles 27, 28 and 31How we solve it
Every deal carries gross, co-broker share, agent split, overrides and net.
SalesforcePayouts are approved in Slack and synced to your accounting system.
SlackERPEach agent sees a statement on the phone.
SalesforceMobile app
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Every developer’s projects, price list version and agreement in one place, with the buyers you registered with each developer and when each registration runs out.
Step 10
He books off-plan through you
“The off-plan unit was registered to my agent before the launch. No other agency called.”
What gets in the way
- AgentRegisters the same buyer on several developer portals and loses one to a faster agency.
- FinanceWaits months for developer commission, in parts, with clawback on cancellation.
- ListingsPrice lists go stale within days.
The rule
Brokers marketing off-plan must check the project is registered with RERA and has an escrow account, tell buyers to pay only into escrow, and hold a marketing contract with the developer.
Source: DLD Brokerage Practice Guide, Nov 2024How we solve it
Every developer’s agreement, price list version and project checks on one page.
SalesforceBuyer registrations per developer with their expiry, and alerts before they lapse.
SalesforceSlackCommission due by developer, invoiced the day the agreement’s trigger is met.
SalesforceERP
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The lease, the Ejari number and the cheques on one record, and a renewal that starts 90 days early with the landlord’s answer on file.
Step 11
The lease, Ejari and next year’s renewal
“They found a tenant, registered Ejari and asked me about renewal three months early.”
What gets in the way
- AgentMisses the renewal and the landlord goes to another agency.
- LandlordAsks how much rent can rise and gets a guess.
- TenantIs wary of paying deposits to agents after rental scams.
The rule
Ejari registration costs AED 177.75 online or AED 220 at a trustee centre. An owner may raise rent only after checking DLD’s Rental Increase Calculator.
Source: DLD Ejari service; DLD FAQHow we solve it
The tenancy holds the contract, Ejari number and every cheque.
SalesforceRenewal starts 90 days out with the calculator result attached, and the landlord answers on WhatsApp.
SalesforceWhatsAppManaged units move to Mindcat Lease for statements and maintenance.
Mindcat Lease
How the money moves
Where the fee comes from, and where it goes.
Worked examples
Boutique, mid-size and multi-office.
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.
The brief · one email
Tell us your size and where it leaks.
The honest no: if the work is a software factory with a named delivery date, we are the wrong partner.