CRM Prospect Tracking

The brief

This project involves designing and developing a highly customized Customer Relationship Management (CRM) platform specifically tailored for a premium real estate agency and property developer. Unlike off the shelf CRMs, this system is built around a highly structured, milestone driven sales funnel that guides sales agents from initial prospect contact (lead capture) through property presentations, contract negotiations, and final payments. The project includes specialized workflows for selling individual properties as well as "Share-Invest" (fractional investment) pipelines.

The problem

Real estate sales processes are highly relationship-driven and involve complex, multi stage negotiations over long periods. Off the shelf CRMs failed the client because: - Information Overload: Agents had to dig through disjointed tabs and notes to understand the history and current status of a prospect. - Lack of Sales Guidance: Agents were missing follow ups or forgetting to collect critical qualification data (budget, timeline, objections) during meetings. - Pipeline Fragmentation: Handling traditional property sales alongside fractional investment (share-invest) leads required completely different workflows, confusing the sales team. - Inefficient Scheduling: Setting up and rescheduling meetings required switching between multiple external calendar tools, leading to scheduling conflicts and lost leads.

Goals and key features

The primary design goal was to create a "Cockpit" experience a singular, powerful interface where an agent can see all context and take immediate action. The primary workflow follows a distinct path, utilizing two main meeting stages (R1 and R2) to qualify leads and present propositions.

Key Features:

• - Split Screen Cockpit ViewA dual panel interface. The left side displays a comprehensive, chronologically ordered activity feed (calls, meetings, notes, contracts). The right side (Aside) displays the current funnel stage, profile completeness, and customized project propositions.
• - "Warmness" Scoring & Profile CompletenessA visual thermometer (Cold, Warm, Hot) calculates lead priority based on recent activity, while a percentage based "Profile Completeness" bar incentivizes agents to fill in missing qualification data.
• - Smart Next Step EngineThe UI automatically highlights the single most important action required for each prospect (e.g., "Log R1 debrief", "Create proposition", "Follow up attempt 2/4").
• - Integrated Scheduling ModalA complex scheduling interface embedded directly in the CRM, featuring calendar views, timezone selection, and agent availability overlays.
• - Dual Pipeline ManagementDistinct views for "Individual Projects" vs. "Share-Invest Pipeline", each with customized column sorting and milestone tracking.

1. 01Split-screen Cockpit view
2. 02Warmness scoring and profile completeness
3. 03Smart next-step suggestions
4. 04Integrated scheduling
5. 05Dual pipelines: individual projects and share-invest

How it was solved

Streamlining the Sales Funnel (The Milestone Approach) Instead of a generic kanban board, we designed the CRM around strict business gates:

A. The Main Sales Funnel (Stages) 1. R1 Booked (First Meeting) 2. R1 Debrief (Gate) 3. Proposition 4. R2 Booked (Proposal Meeting) 5. R2 Debrief (Gate) 6. Contract Sent 7. Customer (Won)

B. Handling Edge Cases Gracefully Not all leads follow a straight line. I solved this by designing distinct visual states for alternative branches: 1. The "Relance" Loop: If a lead no-shows, they enter a follow-up loop. The UI clearly displays "Attempt X/4" with urgent red styling to ensure leads don't fall through the cracks. 2. The Nurture State: Leads with a long timeline (>12 months) are placed in a low-priority nurture state with a specific re-contact date, removing them from the daily active view but ensuring they aren't lost.

C. Specialized Pipelines The CRM supports multiple product lines, each with tailored views: 1. Individual Projects: The standard flow for selling individual properties or villas. 2. Share-Invest Pipeline: A specialized workflow for fractional investment. In this flow, leads typically enter by registering for a webinar.

D. Details & Activities 1. Profile Completeness & Qualification: he system incentivizes agents to collect data by visualizing "Profile Completeness" as a percentage. The profile score is calculated based on the collection of key data points during the R1 and R2 debriefs. 2. Activity Feed & Tracking. Each prospect has a detailed timeline recording every interaction: - Source attribution (e.g., Facebook Ads, Webinar, Referral) - Agent assignment - Call attempts and outcomes (e.g., Voicemail vs. Reached) - Meetings scheduled, held, or missed - Debriefs and generated propositions - Contract status updates

E. Smart "Next Step" Suggestions The UI reduces cognitive load by always highlighting the immediate next action required for a prospect. For example: - If *R1 is done*, the prompt is "Create proposition". - If *R2 is booked*, the prompt is "Log R2 debrief". - If the prospect is in *Relance*, the prompt shows the current attempt count and urgency.

The result

The resulting CRM interface transformed how the sales team operates. By consolidating the activity feed, qualification data, and scheduling into a single "Cockpit", the cognitive load on agents was drastically reduced. The implementation of "Profile Completeness" gamified data collection, leading to higher quality lead profiles and more tailored R2 propositions. Ultimately, the custom-built UI successfully enforced the agency's sales methodology directly within the software, leading to a more structured, efficient, and professional sales process.