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Case study 01 · CRM & operations

Real Estate PlatformCRM & operations

A Delhi property brokerage moved off spreadsheets and a 12-seat subscription CRM onto a self-hosted CRM and website the team now runs on, in 3 months (Jun–Sep 2026).

9 Sep

2026 production cutover, 3 months after work began

Jun–Sep 2026

147

organic leads (not paid ads) of 496 new

9 Sep – 6 Nov 2026

2,397

tasks completed

30 days to 22 Oct 2026

Live site · rentaroof.inFull project showcase on GitHubInteractive demoRequest the case study (PDF)
Status
Live, in daily use since the 9 Sep 2026 production cutover (the CRM sits behind a staff login)
My role
Operations & CRM Lead at the brokerage. I gathered the requirements, made the product decisions, directed the AI-assisted build, then ran the data migration, go-live and team training.
Built with
Laravel · Filament · Livewire · MySQL · self-hosted
Integrations
Knowlarity IVR and click-to-call · DLT SMS (Airtel IQ) · email · Meta Pixel and Meta Conversions API · Google Search Console API
Timeline
Requirements to go-live in 3 months (Jun–Sep 2026), then kept shipping
Tasks calendar on desktop: a week of calls, site visits and listing checks laid out day by day
FIG. 01Tasks calendar: calls, site visits and listing checks for the week, dragged to reschedule. Demo data.
The listing verification desk's To do board on a phone, with due and overdue checks
FIG. 02The listing verification desk on a phone. Demo data.

01 · In short

Rent A Roof, a South Delhi property brokerage, kept its leads in a rented CRM, its listings in spreadsheets and its new stock in two printed magazines. The brief was one system the brokerage owns, with inventory, leads, tasks and the website in one place, instead of seats it rents. It went live on 9 Sep 2026, and the team moved its daily work into it.

The starting point

A 12-seat subscription CRM.

About ₹1.44 L a year in seat fees (12 seats × ₹1,000 a month), with the lead records and their history held in the vendor’s system.

Listings in spreadsheets.

Inventory sat in workbooks, apart from the leads. The first load into the new system brought across 8,541 listings and 3,237 photos (2026).

Two monthly print magazines.

Each issue went PDF → Word → a desktop parser → Excel fixes by hand. The Sept 2026 issues ran to 10,639 printed lines.

02 · What it does: One self-hosted CRM. Eight parts that feed each other.

  • Inventory

    12,152 live listings (22 Oct 2026), 98% of them loaded by import and kept current by importers, one of which reads the magazine PDFs.

  • Website

    6,564 listings published straight from the CRM, and 7,474 URLs in the public sitemap, 6,561 of them listing pages (both 6 Nov 2026). The sitemap refreshes daily.

  • Roofie inbox

    Website chats from Roofie, a scripted enquiry assistant, land here; a person takes over in one click.

  • Leads & enquiries

    One screen per lead: tasks, property search, buckets, verifications, engagement and timeline. 6,089 migrated (30 Jul 2026); 496 new leads, 9 Sep – 6 Nov 2026.

  • Listing verification desk (“Survey master”)

    Every listing has a freshness clock (rent 30 days, sale 45). When it runs out, the listing becomes a check (a call, a visit or a photo shoot), tracked live, with a separate screen for calling owners. Field trips (a capability) are followed stop by stop in a list, board or week calendar.

  • Tasks & calling queues

    Follow-ups, site visits and listing checks in one list, board and calendar; queues and calling sessions for enquiry and owner calls.

  • Matching

    Every night, new listings are scored against open briefs; each brief gets a shortlist ranked by fit, showing how fresh each listing’s check is.

  • Telephony, SMS and dues

    Knowlarity click-to-call and DLT SMS (Airtel IQ) are connected to the CRM. Deals and brokerage dues are tied to the client’s requirement.

03 · What makes it different

  1. People decide only the unsure lines. The magazine reader follows each printed section, understands print shorthand (‘850F’ is an area in sq ft, not a floor) and flags a sale price that reads like a rent. Across two issues, 274 human decisions covered 21,182 printed lines.

    23 Oct 2026

  2. It reads desk shorthand. ‘FF’ is first floor, not ‘fully furnished’; plot sizes in square yards are converted before comparing; the website, Roofie and staff search share one parser.
  3. One freshness rule. Rent 30 days, sale 45: the same clock drives the verification desk, property matching and the website’s Verified badge.
  4. A missed call never unpublishes a listing. The call comes back in about 2 hours, and after 3 misses (a setting) it goes to a person. One owner, one call: a landlord’s listings stay together.
  5. The timeline writes itself. 70% of the 14,297 timeline entries in the 30 days to 22 Oct 2026 were written by the system, not typed (64% on 5 Oct). Outgoing texts never count as contact, so a mass SMS can’t make leads look worked.
  6. Budget is a band, the way brokers negotiate. Within ±10% is a fit and ±20% still counts as close; a landlord’s tenant preference lowers the score but never hides the listing.
  7. Channel is kept apart from capture. Every enquiry carries “How they found us”, so a visitor who googled and then used Roofie still credits Google search.

04 · What the business can configure: Settings, not code.

What the business changes without a developer, from screens inside the CRM.

Survey master
Colony scoring, who checks what, minutes per call.
Roles & permissions
Grant to a role, or override for one person.
Vocabularies
Every dropdown word, shared by briefs and listings.
Locality synonyms
CR Park finds Chittaranjan Park; admins edit the list.
UTM link builder
Tagged links to any page or listing, saved by name.
Website pages
Section-block pages, menus, journal, FAQ, guides.
DLT SMS templates
Named blanks filled from the record; only DLT-registered templates send, and nothing goes out 7 PM – 9 AM IST.
WhatsApp messages
Editable owner messages for click-to-chat (no API).
Notifications
One switch per alert type: bell, pop-up, push.
Calling queues
A live audience (class, rent/sale, area, source, lead score, stage, last contact) or a fixed list; a shared pool, one caller or several; priority by due label.
Click-to-call
An admin turns dialling on per person.
Agreements
Templates importable from Word (capability).

05 · Key screens

Screens: white-labelled demo copy, fictional data, unless marked live.

01Inventory in

Magazine refresh screen: the sections of one issue read so far and the listings it will refresh, add and retire
FIG. 03One issue, both magazines: the PDF sections read so far and what applying them will do to the CRM. Demo data.
Magazine review row: a printed listing line beside the matching CRM listing, its match percentage and one-tap fixes
FIG. 04A review row opened up: the printed line, the matching CRM listing with its % match, one-tap fixes and the editable fields. Demo data.
Staff property search: a typed sentence turned into 3 BHK, Vasant Vihar and budget filter chips
FIG. 05“3 bhk vasant vihar under 1.5 lakh” becomes filter chips: 3 BHK · Vasant Vihar · rent up to ₹1.5 L.

02Listing verification

Survey master To do board: counts of due, overdue and fresh listings above a list of open checks
FIG. 06“Survey master”, the To do board: due, overdue and fresh counts, then every open check by due date. Demo data.
Owner call mode: the owner card, the listing's facts and one-tap call outcomes
FIG. 07Call mode: the owner, the listing’s facts, the last remark and one-tap outcomes, with a timer against the target time per listing. Demo data.
Owner call mode on a phone, with the listing's facts and edit buttons
FIG. 08Call mode on a phone. Demo data.
Survey settings: per-person rows for task types, property types, deals and coverage
FIG. 09Settings › Who surveys what: what each person takes, sees and covers, plus days, hours and daily capacity. Demo data.
Survey master Trips list: visits waiting for a trip, then planned, out now and done trips with who, when, progress and time
FIG. 10Trips (a capability, built 31 Oct 2026) opens on every trip, not only this week’s, grouped Waiting, Planned, Out now and Done; Filters › Dates narrows the list. Demo data.
Trips calendar: one week of trips and client visits laid out person by day, with arrows to the previous and next week
FIG. 11The Trips calendar shows one week at a time, with arrows to step between weeks; each person’s trips sit beside their client visits. Demo data.
A trip out now: counts of checked, verified and not available listings, then each stop block by block with its result, and the pace beside it
FIG. 12A trip out now. It only turns Out now once its first stop is updated or verified (built 2 Nov 2026); results then land stop by stop. Demo data.
Site visit complete on a phone: Visited and Not visited buttons for each of three properties, none picked yet
FIG. 13Closing a site visit on a phone: Visited or Not visited for each property, nothing pre-picked (built 2 Nov 2026). Demo data.

03People & calling

Tasks list grouped by due date, each row with client, brief, last call outcome and lateness
FIG. 14The Tasks list: the client and brief, the last call outcome, how late each task is, and “Reschedule all” on the overdue group. Demo data.
Calling queues list with assignee, progress and a Play button on each queue
FIG. 15Calling queues: automatic queues worked out fresh each time, plus campaign queues built from lead filters, each with who is assigned, progress and a Play button. Demo data.
Enquiry calling session: the current lead's history beside call, SMS and follow-up actions
FIG. 16A calling session: call 1 of 6 with the lead’s history; dial via IVR (off in this demo copy) or log an offline call, send an SMS, book a follow-up, then Save & next call. Demo data.

04Clients & matching

Enquiry workspace for a demo client: contact card, stage, tags and the Engagement tab
FIG. 17The enquiry workspace: contact card and pinned remark, flags and tags, stage and work-state, and what the client did on the website. Demo client.
Property search for an enquiry: listing cards ranked by percentage fit with freshness labels
FIG. 18Property search opens filtered from the brief and ranks matches by % fit, with how fresh each listing’s check is. Demo data.

06 · Results, dated

The team moved its daily work into the system.

Client-work tasks completed per week

ISO weeks 36–42, 2026 · read 22 Oct 2026

Client-work tasks completed per ISO week, weeks 36 to 42 of 2026 (go-live 9 Sep, in week 37), read from the production database on 22 Oct 2026
WeekCount
W36 (31 Aug)142
W37 (7 Sep)121
W38 (14 Sep)137
W39 (21 Sep)199
W40 (28 Sep)505
W41 (5 Oct)365
W42 (12 Oct)334

  • 157

    screens in the CRM (distinct pages a person can open; modals and panels not counted)

    Counted from the code · 6 Nov 2026

  • 2,397

    tasks completed (1,608 client work + 789 listing checks); 1,014 in the 30 days to 5 Oct

    30 days to 22 Oct 2026

  • 6,089

    legacy lead records and 27,516 history events in one import, 0 rejected

    30 Jul 2026

  • 16,441

    listings refreshed, 3,101 added and 4,128 retired from 2 magazine issues; 7,844 live from magazines

    Dashboard · 23 Oct 2026

  • 2,248

    property↔lead matches (141 requirements × 827 listings); 1,887 on 5 Oct

    30 days to 22 Oct 2026

  • 1,644

    listings verified (1,099 on 5 Oct); 789 of 815 listing checks done since the desk opened on 9–11 Oct

    To 22 Oct 2026

  • 1,448

    owner calls in the calling screen’s first 16 days: 6 callers, 765 owner numbers, 490 calls connected

    21 Oct – 5 Nov 2026

  • 1,362

    follow-up call tasks completed (not all from queues)

    30 days to 6 Nov 2026

  • 147 of 496

    new leads came organically, not from paid ads

    9 Sep – 6 Nov 2026

  • 58% vs 23%

    of organic leads now have a qualified requirement (85 of 147), against Meta-ad leads (78 of 334)

    Read 6 Nov 2026

  • 261

    enquiries carry an ad-campaign (UTM) tag, near zero before Oct

    To 22 Oct 2026

  • 85%

    of 119 Roofie chats never needed an agent (101); 35 became or joined an enquiry

    7 Sep – 6 Nov 2026

Built, not yet used

Capabilities, not results: SMS campaigns & automations (0 sent) · deal approvals (0 requests) · field trips & visit requests (0) · requirement auto-assignment (off), all to 22 Oct 2026 · calling-pool claim (0 uses to 6 Nov 2026) · inbound IVR capture, screen-pop and recording. WhatsApp is click-to-chat links only. The first 2 deals were recorded as won in Oct 2026; payment-reminder texts were sent 4 times, by hand (to 22 Oct 2026).

Read-only production queries, 5, 22 and 23 Oct and 6 Nov 2026. “Organic” = the CRM’s own source category: everything except paid ads, portals, walk-ins and manual entries. By its channel logic 2 website leads had clicked a Meta ad, so 145 are not linked to any ad (9 Sep – 6 Nov 2026). Only the 30 organic website and Roofie leads (12 from Google search; 9 Sep – 6 Nov 2026) can be credited to the website or SEO. Instagram and WhatsApp leads are messages logged by staff, and the 33 inbound-call leads in the same window were logged by staff, not captured by the IVR.

07 · How it was built: I made the product calls and directed AI coding tools.

  1. Requirements & product decisions
  2. AI-assisted builddirecting AI coding tools
  3. Tested every changebefore it shipped
  4. Migration, then go-live30 Jul · 9 Sep 2026
  5. Training and iteratingwith the team

I’ve been the brokerage’s Operations & CRM Lead since Nov 2022, and I helped grow the team from 3 to 15. Shipping didn’t stop at go-live: the verification desk opened on 9–11 Oct and the owner-calling screen on 21 Oct 2026. I also set up the cloud telephony (IVR) account with the vendor; click-to-call and DLT SMS are connected to the CRM. Earlier versions of the brokerage’s website were built by outside teams I coordinated.

StackLaravel · Filament · Livewire · Alpine.js · Tailwind CSS · MySQL · Knowlarity cloud telephony (IVR, click-to-call) · Airtel IQ DLT SMS · email · Meta Pixel + Conversions API · Google Search Console API · self-hosted · AI-assisted build