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Blueprint

Real Estate

The CRM is not empty. It is full, and nobody owns anything in it.

What This Is

The Stack, and Why

The normal starting state is thousands of records with no owner and no next action, which has quietly taught everyone not to trust the system. The build is assignment, stages and sequences — in that order, because cleaning the backlog first fails while the intake is still unrouted.

System of record
FollowUpBoss
Leads, owners, stages and action plans. One person responsible for every record.
Intake
IDX feed + Typeform
A registration becomes a tracked record with a source, not a notification.
Marketing layer
HubSpot
Where a marketing function exists alongside the pipeline and needs its own reporting.
Phone
Aircall or Twilio
Call tracking attached to the record, so first-response time is measurable.
Documents
PandaDoc
Agreements and disclosures out of email threads and into a tracked flow.
Automation
Make
The handoff between IDX, CRM and everything downstream.
Reviews
Review automation
Fires on close, routed to where the profile is thin.
Visibility
Google Business Profile
The profile most agents claimed once and never revisited.

Install Order

Sequence Matters

  1. Assignment rules first, so records stop accumulating without an owner.
  2. Stages cut down to the ones that describe real decisions.
  3. The first-response action plan, which is the highest-leverage sequence in the funnel.
  4. The IDX handoff, so source data starts existing.
  5. Only then work through the existing pile.

What It Replaces

Before This

An inbox, a spreadsheet of follow-ups, and a CRM everyone has stopped opening.

Real estate is one of six verticals reasoned from the pattern rather than delivered work.

On CRM selection. The stack above is the outcome of a selection, not an assumption. Where the industry platform already holds the customer properly, it is the CRM and we configure it. HubSpot comes in for what the platform does not do, starting free, and becomes the system of record only where there is no industry platform at all. Every engagement interviews the platforms that could plausibly fit against written requirements, with live demos and a back-end review, before anything is chosen.

Platform licenses are billed by the vendor, not by us. We configure what you already pay for before recommending anything new, and we hold no partnership or reseller relationship with any platform named here.

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