Real estate CRM for estate agencies

A CRM linked to properties

A real estate CRM handles two flows. The first runs from the owner who wants to sell or let to the signed instruction. The second runs from the prospective buyer or tenant to the accepted offer. A generic CRM treats these flows as contacts and deals; it knows neither the unit, nor the price, nor the instruction. The agency then exports lists, matches them by hand and re-keys the result.

In REOS, each applicant, viewing and offer is linked to a real unit in the portfolio. An accepted offer opens the sale and marks the unit as reserved. Other pending offers on that unit are declined. The vendor is informed by email, and the commission set in the instruction is calculated for the agent who handled the sale.

What the CRM does

• Applicants with budget, bedrooms, floor area, locations and consent to be contacted.
• Enquiries received through the agency website form, linked to the original listing.
• Matches: for each available unit, the applicants whose search fits, with a score out of 100 and the gap to budget.
• Property shortlist sent by personal link, with photos and floor plans.
• Viewings in the calendar, online booking by the visitor, email confirmation and visitor feedback.
• Dictated viewing report, transcribed by AI, with suggested tasks.
• Reply to a contact drafted by AI, to review before sending.

From valuation to instruction

A valuation compares the property with the agency’s sales and listings: range, median per m² and selected comparables. AI drafts the analysis; the report is produced in PDF. The instruction is then generated from a template and sent for e-signature. It receives the next number in the register and sets the agency’s fee: percentage of the price, percentage of the rent, flat fee or a combination. The register is numbered and can be exported in CSV and PDF. A weekly report is then sent to the vendor by email, with the viewings and offers recorded on the property.

From offer to deed

• Offers and counter-offers, with conditions and a validity date.
• Written offer sent for e-signature.
• Vendor informed by email; weekly vendor report.
• Sale file with required documents and expiry dates.
• Commission calculated from the instruction, tracked per agent until received.

Selling in several countries

The sale file lists the documents expected for the property’s country and region, with their expiry dates: EPC or DPE, electrical inspection, soil certificate in Belgium. Listings and the shortlist sent to applicants exist in English, French, Dutch and Spanish, with a translation proposed by AI and reviewed by the agent.

Anti-money laundering records cover identity, beneficial owner, political exposure, sanctions screening and risk level, and are kept for five years after the end of the relationship, with a review date. Commissions are tracked per agent and per instruction in every country.

Portals and incoming enquiries

Enquiries arrive directly from the agency website. Receiving enquiries from a property portal such as Rightmove, Zoopla or Immoweb requires a connection that REOS configures on request with your portal contract.