In this article
- Before configuring: the funnel and the people
- Capture portal, ad, call and referral sources consistently
- Assign leads, schedule tasks and manage revisit cycles
- Measure contact, qualification, visit, negotiation and booking
- Real-estate CRM stage model
- Mistakes, and what a working real-estate CRM does
- Questions owners ask
Before configuring: the funnel and the people
Write the funnel as the business actually works it: enquiry, contact made, qualified, site visit scheduled, visited, revisit or family visit, negotiation, booking, agreement, and the not-now and lost states with reasons. Write the roles: pre-sales, who call and qualify and book visits; sales, who conduct visits and negotiate; the closing desk; and the owner who reads the numbers. Write the response standard: minutes to first call in business hours, an acknowledgement and a morning callback outside them.
Count last month’s enquiries by source and what happened to each. The count is usually the argument for the CRM, because the answer to “what happened to the portal enquiries?” is usually a shrug.
Capture portal, ad, call and referral sources consistently
Portals write in automatically — most listing sites offer an integration or an email format the CRM can parse — with the portal and the listing as the source. Ads land on the landing page, whose form writes in with the campaign and the ad group; call tracking numbers per channel record the calls with their source; WhatsApp Business conversations are logged against the contact. Walk-ins are entered at the site office on a tablet before the buyer leaves, with the source asked and recorded. Referrals are entered by the person who received them, with the referrer named. Channel partners and brokers who bring buyers are recorded as the source, with the registration date, because that is the record the commission dispute will be settled on.
One record per buyer, however many times they enquire: the CRM matches on phone number and attaches the second enquiry to the first, so the salesperson sees that this buyer came from the portal in March and the ad in May, and the source that first found them is credited.
Assign leads, schedule tasks and manage revisit cycles
Assignment within minutes: round-robin among the available pre-sales people, by project where there are several, with an escalation to the pre-sales lead if the first call is not logged within the standard, and the owner’s phone for enquiries that mention urgency or a large budget. The first-call task with the qualification script: budget, corridor, configuration, timeframe, self or investment, and two site-visit times offered. Then the sequence: qualified and visit booked — confirmation with the pin, reminder the day before, a task for the sales person to record the visit outcome the same day; qualified and no visit yet — a follow-up sequence over three weeks with the plans, the payment plan and the progress photographs; visited and considering — the revisit or family visit scheduled, the negotiation tasks, the cost sheet sent, a call every few days by the salesperson until decided; not now — a monthly nurture with construction updates and a review date.
Revisit cycles are where real-estate CRMs differ from others: a booking usually needs two or three visits by different family members over weeks, and each is a scheduled task with an owner, a confirmation and an outcome — not a hope that the buyer will come back.
Measure contact, qualification, visit, negotiation and booking
Weekly, by source and by project: enquiries; contacted within the standard; qualified; site visits scheduled, conducted and no-shows; revisits; in negotiation; bookings; and the conversion between each pair. Cost per qualified enquiry, per visit and per booking by channel, so that the portal that produces cheap enquiries and no visits is seen beside the search campaign that produces expensive enquiries and bookings. Response time and no-show rate as the operational numbers the pre-sales lead watches daily.
Monthly, the owner reads one page: the funnel by source, the channels to fund and cut, the pre-sales person whose contact rate is low and the salesperson whose visit-to-booking rate is, and the lost reasons — budget, location, configuration, competitor, financing — which are the intelligence for the next phase’s pricing and message.
Map · use it here or print it
Real-estate CRM stage model
Ten stages from enquiry to agreement, with what must be true to enter each and the task the CRM creates. Build these stages, in this order, and measure the conversion between each pair by source.
Enquiry
Arrived from a portal, an ad, a call, a walk-in, a broker or a referral — with the source and the campaign recorded, matched on phone number to any earlier enquiry.
- Task: first call within minutes, assigned by round-robin
- Escalation if not logged within the standard
Contacted
A two-way conversation happened.
- Task: the qualification script
- Record: budget, corridor, configuration, timeframe, self or investment
Qualified
The scorecard passed.
- Task: two site-visit times offered
- Not-now → nurture stage; unqualified → closed with reason
Visit scheduled
A date and time, confirmed on WhatsApp with the pin and the contact.
- Task: reminder the day before; the salesperson assigned
- No-show → reschedule once, then back to nurture
Visited
The visit was conducted; the outcome is recorded the same day.
- Record: configurations shown, objections, who came, interest level
- Task: cost sheet sent within a day
Revisit or family visit
A second visit with the other decision-makers, scheduled as a task, not hoped for.
- Task: confirmation and reminder
- Record: the objection and the negotiation points
Negotiation
Unit identified, price and payment plan being settled.
- Task: a call every few days until decided
- Approval rule for any concession
Booked
Booking amount received.
- Task: the agreement timeline and documents
- Source credited for the booking
Agreement
Agreement signed; handed to the closing desk and customer care.
- Referral ask scheduled after possession milestones
Nurture and lost
Not-now enquiries on a monthly rhythm with a review date; lost with a reason from a short list.
- Lost reasons — budget, location, configuration, competitor, financing — reviewed monthly for pricing and message
Free to print and share with your team.
Mistakes, and what a working real-estate CRM does
The mistakes: portal enquiries in an inbox and ad enquiries in a spreadsheet; callbacks the next day; no source, so the marketing budget is allocated by argument; visits not scheduled as tasks, so revisits depend on the buyer; no lost reasons; broker registrations kept in a notebook; and a CRM configured for a generic sales process with three stages. A safeguard: pick ten enquiries from last month at random and trace each to its outcome — if you cannot, the CRM is not doing its job.
A working real-estate CRM shows every enquiry with its source, called within minutes, qualified by a standard, moved through visits and revisits as scheduled tasks, and converted at rates the owner can see by channel and by person. This is the CRM and lead-process work we do for real-estate companies — the funnel design, the source integrations from portals, ads, calls and WhatsApp, the assignment and escalation rules, the visit and revisit task sequences, the nurture rhythm, and the weekly and monthly numbers — and the free audit starts with the ten random enquiries traced.
Questions owners ask
Which CRM is best for real estate in India?
One that integrates with the portals you list on, logs WhatsApp and call tracking, supports a visit and revisit workflow, and works on the site office’s phone or tablet. Several do; a fortnight’s pilot on real enquiries decides between them.
How do we capture portal enquiries automatically?
Most portals offer an integration or a structured email the CRM can parse into a record with the portal and listing as source. Set it up before launch; portal enquiries in an inbox are the ones lost first.
How fast should pre-sales call back?
Within minutes in business hours, with an escalation if the first call is not logged within the standard. Outside hours, an acknowledgement with a real morning callback time. The first project to call gets the visit.
How do we handle broker and channel-partner leads?
Registered in the CRM with the partner, the buyer’s phone and the date, matched against existing records to prevent double registration, and credited by the written rule. The CRM record is what settles the commission dispute.
What should the owner see monthly?
The funnel from enquiry to booking by source and by project, cost per visit and per booking by channel, the people whose contact or visit-to-booking rates are low, and the lost reasons.
What does GullySales do?
The funnel and role design, the portal, ad, call and WhatsApp integrations, assignment and escalation rules, the visit and revisit task sequences, the nurture rhythm, and the weekly and monthly reporting — configured in your CRM and run with your pre-sales lead for the first quarter. Scoped in the free audit and priced in writing.