Real estate CRM: every request finds the right property
CustomCRM puts your portfolio, client requests and showings in one place and shows you which properties match each client. Developers also get inventory by development, with reservations and installment payments.
- Automatic request-to-listing matching
- Showings in your team’s calendar
- Commissions calculated per agent
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Companies that work with the CustomCRM team
What problems does a CRM solve for a real estate agency?
A real estate agency CRM solves the problem of information that lives with the agent: requests jotted down in a phone, exclusive listings tracked in Excel, showings with no written record. CustomCRM moves everything to the agency.
The portfolio walks out with the agent
Owners, keys and exclusive listing terms live on the agent’s phone. When the agent leaves, the agency keeps the listings but loses the relationships behind them.
Requests that never meet the right property
A buyer is looking for a 3-room apartment in your area. The right property comes into your portfolio two weeks later, with another agent, and nobody connects the two.
Showings with no proof
The showing is set up on WhatsApp, and the signed paper showing form goes missing right when the buyer tries to go around the agency.
Commissions split from memory
The commission is split between the agent who brought the property, the one who brought the buyer and sometimes a partner agency. Without records per deal, the math turns into an argument.
The developer sells from a stock spreadsheet
Available units, reserved units and units under preliminary agreement sit in an Excel file updated by one person. Two agents can promise the same apartment on the same day.
What modules does a real estate CRM include?
A real estate CRM has two cores, the property portfolio and client requests, linked by a matching engine. CustomCRM adds showings, contracts, commissions, invoicing with e-Factura (Romania’s national e-invoicing system) and development inventory for developers.
Property portfolio
Each property has a record with location, floor areas, layout, floor, price and photos. The status shows whether it’s an exclusive listing, reserved, under preliminary agreement or sold.
- Land registry extract, cadastral records, energy performance certificate
- Price history, with every reduction
Requests and automatic matching
Each request is saved with the client’s criteria: area, budget, rooms, floor, parking. CustomCRM shows the matching properties and notifies the agent when a new one comes in.
- Purchase and rental requests
- Must-have and nice-to-have criteria
Listings on portals
Properties can be exported to real estate listing portals, and leads from those portals can be imported into the CRM, through an integration with each portal that allows it. You enter the description and photos only once.
Showings in the calendar
Schedule a showing from the request record, with the property, the client and the agent. After the showing, the agent notes the client’s reaction and attaches the signed showing form.
Representation agreements and preliminary agreements
The brokerage or representation agreement, exclusive or not, is generated from a template. The draft preliminary sale agreement also starts from a template, and the CRM alerts you before an exclusive listing expires.
Commissions per agent
On each deal you set the seller’s and the buyer’s commission, plus the split between agents. The monthly report shows commissions collected and still to collect.
Inventory and reservations for developers
Units appear by building, entrance and floor, with a status of available, reserved, preliminary agreement or sold. A reservation holds the unit for the period you set and expires automatically if nothing gets signed.
- Parking spaces and storage units attached to the unit
- Installment payment schedule per contract
Invoicing and e-Factura
Commission invoices and installment invoices are issued from the deal and go automatically to SPV, the online portal of ANAF (Romania’s tax authority), through the e-Factura integration, with reminders before the due date.
Leads from campaigns
Leads from Facebook and Google Ads or from your website forms come into the CRM with their campaign source. You see which campaign brings showings, not just contacts.
Included in every CustomCRM
- InvoicingInvoices, pro formas and recurring invoices, payments, due dates and reminders.
- ContractsContracts, annexes and amendments generated from templates, with expiry alerts.
- e-Factura (SPV, ANAF)Invoices go to SPV automatically, status shows in the CRM, supplier invoices come in on their own.
- e-TransportUIT declarations generated from orders, where you move goods covered by the e-Transport rules.
- Reports and dashboardsSales, payments, productivity and profitability, by role.
- Integrations and APIAccounting, email, calendar, website forms, ad leads.
See these modules on a real example
In a demo we walk you through the full workflow on a case close to your business. Or start with a free one-hour consultation where we review your process.
Prefer the phone? Call +40 729 743 719
What does a real estate deal look like in CustomCRM, from lead to commission?
A deal in CustomCRM starts from a request or a property, goes through showings and negotiation, and closes with the commission invoice.
New lead
The request comes from a portal, a campaign or a phone call. The CRM assigns it to the agent for that area, with the matching properties.
Shortlist and showings
The agent sends the shortlist and schedules showings. The client’s opinion after each showing stays on the request.
Offer and negotiation
The price offer and the owner’s counteroffer are recorded on the property, with the full history.
Preliminary agreement
The draft is generated from a template, with the parties’ details. The down payment or earnest money is recorded on the deal.
Commission and invoice
At the final contract, the CRM calculates the commission per agent, issues the invoice and sends it to SPV.
CustomCRM for other industries
- Digital Marketing CRMRetainers, projects, timesheets and profit per client.
- Services CRMRequests, scheduling, field teams and maintenance plans.
- Legal CRMCases, deadlines, time tracking and billing from hours.
- Fitness & Spa CRMMemberships, check-in, class and therapist bookings.
- Construction CRMBids, progress billing, subcontractors, e-Transport.
- Recycling CRMWeighing, waste codes, collection routes and reporting.
- Fleet Management CRMVehicles, drivers, renewals, fuel and cost per km.
- Consulting CRMOpportunities, phased projects, billable hours.
- Education CRMEnrollment, groups, attendance, fees and parent updates.
- Another industry?We build tailor-made software around your process.
CustomCRM for real estate at a glance
- What it is: CustomCRM for real estate is a CRM for real estate agencies and developers. It connects your property portfolio, client requests, showings, contracts, commissions and the unit inventory of each development.
- Key benefits:
- Every new property is automatically compared with active requests
- The portfolio stays with the agency, not on the agent’s phone
- Commissions are calculated from closed deals
- Who it is for: real estate agencies, agency networks, independent real estate brokers, real estate developers, sales teams in residential developments, rental management companies
- What sets it apart: Request-to-listing matching uses your agency’s criteria (area, budget, layout, floor, parking) and works both ways: a new request sees the matching properties, and a new property sees the buyers looking for it.
- Quick verdict: CustomCRM is the right choice for agencies and developers who lose deals because requests and properties sit in different places. In practice, with every new listing you know from day one which clients to call for a showing.
How does a real estate developer use CustomCRM?
A real estate developer uses CustomCRM as the single register for the development: inventory, reservations, contracts and installment payments for each buyer. The sales team and outside brokers see the same status on every unit.
When the preliminary agreement is signed, the payment schedule is generated from the plan you chose, and the CRM invoices each installment and tracks payment. For construction costs, CustomCRM can expand into a custom ERP or connect to the construction CRM.
How is a real estate CRM different from Excel or a generic CRM?
A generic CRM has no property record and doesn’t compare a request with a portfolio, and in Excel the agent does the matching from memory. CustomCRM is built around that link.
| Process | Excel or generic CRM | CustomCRM |
|---|---|---|
| Request-to-listing matching | Manual search through a list | Automatic, with every new request and property |
| Portfolio | Separate sheets per agent | Agency-owned record, with owner and documents |
| Showings | Messages and paper forms | In the calendar, with feedback and the form attached |
| Exclusive listings | Expiry date noted somewhere | Alert before expiry |
| Commissions | Calculated by hand at month end | Calculated per deal and per agent |
| Developer inventory | Excel updated by one person | Up-to-date status per unit, with reservations locked |
What does a real estate agency CRM integrate with?
CustomCRM for real estate can integrate with real estate listing portals, with Facebook and Google Ads for leads, with your website forms and with ANAF’s SPV for e-Factura.
Portal integration depends on what each portal allows: some accept listing exports, others only send leads. We work out what can be connected in your case during the analysis. All modules are on the features page.
- Real estate listing portals
- Facebook Lead Ads and Google Ads
- ANAF SPV and e-Factura
- Accounting software, for example SmartBill, Oblio, Saga
- Gmail, Outlook and calendar
- Bank statements, for down payments and installments
- API for other systems
Frequently asked questions about CRM for real estate
How much does a CRM for a real estate agency cost?
The cost of CustomCRM depends on the modules you choose and on usage, not on the number of agents. You add new agents or partners at no extra per-user cost, which helps when your team changes often. We prepare the quote after the free consultation, where we set the modules, from portfolio and requests to development inventory.
Can I issue commission invoices through e-Factura directly from the CRM?
Yes, the commission invoice is issued from the deal and goes to ANAF’s SPV automatically, and you see its status in CustomCRM. The same goes for developers’ installment invoices. The CRM can integrate with accounting software such as SmartBill, Oblio or Saga, so nobody enters the same data twice.
Can I import my portfolio and requests from Excel or another real estate CRM?
Yes, you can import properties, owners, active requests and contacts from Excel or from another program’s export. The CustomCRM team checks the data before import and flags duplicates, which are common when several agents entered the same owner. Photos and documents move along with each property.
How long does it take to implement CustomCRM at an agency or a developer?
It depends on the modules you choose, the size of your portfolio and the portal integrations. We set the timeline during the free consultation and deliver in stages: usually portfolio, requests and matching first, then showings, commissions and invoicing. Agents learn the platform in 1-2 hours of training.
How is CustomCRM different from a standard real estate CRM?
A standard real estate CRM comes with the fields and workflow its vendor designed. CustomCRM starts from a real estate foundation, adapted to your matching criteria, your commission rules and your agency’s documents. If you run both an agency and your own projects, the portfolio and the inventory live in the same system. See why custom.
What happens to the portfolio when an agent leaves the agency?
The portfolio stays with the agency, because properties, owners and requests are saved in CustomCRM, not on the agent’s phone. You deactivate their account and reassign their properties and requests to other agents, with the full history. The new agent sees exactly what was discussed with each client.