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Real estate developers and brokers · CRM

Every enquiry belongs to the project, not to an executive's phone.

A CRM in real estate is the record of every buyer: the locality and configuration wanted, the budget, the loan position, the site visits made, who introduced them and the stage reached. It has to survive an executive resigning. GullySales sets up those fields and the handover rules that go with them.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of real estate developers and brokers at work in India

What CRM means

A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.

Also for real estate developers and brokers

Sales and marketing for real estate developers and brokers, the overview.

Last updated 5 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For real estate developers and brokers

Where it usually goes wrong, and what we would do.

  • “Executives leave and take the pipeline with them”

    In this trade that is normal, not an accident. A record the company owns, with every call logged against the enquiry rather than sitting in a personal phone, is what stops a resignation costing you a season's bookings.

  • “Configuration, budget and possession need are three fields”

    A buyer wanting a 3BHK under a fixed figure who must move before June is a different buyer from one with the same budget and no hurry. Record all three and the team matches inventory in a minute.

  • “Broker-sourced and direct enquiries must be told apart”

    The same buyer arriving twice, once with a channel partner and once alone, becomes a commission dispute. A first-touch rule in the record, with a date and a time, settles it before it starts.

What we do

What we deliver for real estate developers and brokers.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. An enquiry record the company owns

    Name, number, locality and configuration wanted, budget, loan position, source, visits made and stage reached, held centrally rather than on a handset.

    Result: A resignation does not take the pipeline with it.

  2. A first-touch rule for channel partner leads

    Who registered the buyer, when, and how long that registration holds, written down and visible in the record.

    Result: Commission disputes are settled by the record.

  3. Site visits logged as events, not as notes

    Date, who attended, which unit was shown and what the family objected to, entered the same day.

    Result: The next call starts where the visit ended.

  4. Stages named after your own sales steps

    Enquiry, visit booked, visited, negotiation, booking, agreement and registration, with a reason required before anything is marked lost.

    Result: The pipeline reads the way the project sells.

  5. Inventory position visible beside the buyer

    Which units are available, blocked or sold, so an executive on a call is not offering a flat that went yesterday.

    Result: Nobody sells the same flat twice.

  6. A read-out for the sales head

    Enquiries by locality and source, callback time, visits booked and converted, and cost per booking by channel, against the baseline recorded before the work starts.

    Result: Channel spend is argued from numbers.

How the result is measured

  • Enquiries logged in the CRM
  • Data completeness
  • Reports generated from CRM data

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full CRM implementation and customisation page

What to record, and when

What a real estate team should record about every buyer enquiry, and whether software is needed yet.

Source, spelled the same way
Record the portal, hoarding, Google ad, broker or walk-in behind each enquiry, from a fixed list. Without it you cannot say which spend produced a site visit.
Time of enquiry and time of first call
Log when the enquiry arrived and when the first call was made. A long gap shows on the record, and so does the executive who causes it.
Unit shown and unit held
Note the tower, floor and unit shown, and any unit held for a buyer with the token date and its expiry. Two executives holding the same unit is avoided by writing it down.
Loan and documents position
Record the lender, the sanction stage and whether the buyer's papers are complete. A buyer waiting on a loan is a booking to plan for, not a lost enquiry.
Reason lost or put on hold
Mark price, location, possession date, loan refusal or a rival project. Group the reasons before the next launch, when the brochure and the price list are still open to change.
Do you need software yet?
A sheet works for one broker with a handful of buyers. A developer with several executives, partners and a site office needs a shared CRM from the start, because the pipeline leaves with whoever owns the sheet.

Who it is for

This is written for these real estate developers and brokers.

  • Residential apartment developers
  • Villa and plotted development builders
  • Commercial and office space developers
  • Independent brokers and channel partner networks
  • Redevelopment and rehabilitation projects
  • Plot and land aggregators
  • NRI-focused residential projects
  • Affordable and mid-income housing developers
  • Luxury and premium residential developers

Not for

It is not the right fit if.

  • Executives will keep buyers on personal phones whatever you decide, and the record would hold nothing live.
  • You run one small project and a shared sheet gives the same view.
  • No one has agreed who owns a broker-sourced buyer, so the record would argue instead of settle.

How it works

How the CRM work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Map the sales process

    We sit with the people who sell and write down how a deal moves from enquiry to payment, including where it stalls.

  2. 2

    Agree stages, fields and owners

    Each stage gets a name your team already uses and a proof that the deal has left it. We agree which fields are required at which stage, and who may change what.

  3. 3

    Build on a copy

    Pipeline, fields and views are built on a trial copy where the CRM offers one, or in a separate pipeline where the plan allows. Live work stays untouched.

  4. 4

    Connect channels, then switch on automations

    Channels are connected first. Each automation is then switched on separately, so a misfiring rule is easy to find.

  5. 5

    Test with real deals

    The people who will use the CRM run open deals through it. Gaps are fixed before the whole team switches over.

  6. 6

    Switch over and trim

    Once real use shows which fields stay empty and which stages nobody uses, those are cut and the handover record is updated.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales management. A target, a review routine and someone who owns the number.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3 · you are here

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Our executives keep buyers on their personal phones. How do we stop it?
Move the enquiry numbers onto a company line and make the record the only place a site visit can be booked from. Then pay incentives against what is in the record. Executives follow whatever the incentive follows, which is why a rule on its own never works here.
Do we need a real estate specific CRM?
Only once inventory, channel partner registrations and payment schedules have to sit together. Below that, a general system with the right fields does the job. Decide by whether you are losing bookings to commission disputes and double-sold flats, not by a feature list.
Can walk-ins at the site office be recorded without slowing the queue?
Use a one-page form on a tablet, or a QR code the visitor scans, asking only name, number, configuration and source. The executive adds the rest after the visit. A short form at the door gets filled in, a long one is skipped.
How should leads from property portals be handled in the record?
Bring each portal lead in as an enquiry with the portal named as the source, and check whether the number is already on file. A buyer who arrives through a portal and a broker is one buyer, and your first-touch rule decides who owns it.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.

From the blog

Further reading for real estate developers and brokers.

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Everything else we would do for you.

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