Custom regional commercial CRM for commercial real estate
Context
A regional agency of BNP Paribas Real Estate, specializing in office rentals and sales for businesses, was using the group's global CRM. But this corporate tool didn't allow detailed enough tracking of local specifics: regional prospects, property visits in the territory, commercial negotiations adapted to the local market.
Challenge: Create a complementary regional CRM that adapts to the field needs of sales reps, while remaining interconnectable with the group system to avoid double entry. The tool needed to be simple, fast, and provide immediate added value.
Technical solution
We developed a lightweight, high-performance web application, focused on the sales rep user experience:
- Modern frontend : React and Next.js for a smooth, reactive interface
- Database : PostgreSQL for reliability and performance
- API integration : Bidirectional sync with group CRM via REST API
- Rapid deployment : Simple architecture for production in 5 months
Features developed:
- Enriched prospect management : Complete files, interaction history, quality scoring
- Property visit scheduling : Shared calendar, automatic reminders, optimized routes
- Follow-up system : Personalized alerts, automatic email sequences, stage tracking
- Real-time sales dashboard : Visual pipeline, conversions, projected revenue per salesperson
- Custom report generation : Management templates, client reports, Excel exports
- Group CRM sync : Automatic import/export, duplicate detection, traceability logs
- Mobile interface : Prospect and visit consultation on the go
- Advanced filters : Prospect segmentation by zone, budget, office type
Results
+25%
Commercial follow-ups (first 3 months)
-40%
Weekly report compilation time
< 2 wks
Full team adoption
- Immediate adoption : Intuitive onboarding, less than 30min training per salesperson
- Sales productivity : +30% prospects handled thanks to automated follow-ups
- Reporting quality : Regional management satisfied with real-time visibility
- Field reactivity : Prospect response time cut in half
- No double entry : Transparent and reliable group CRM sync
"A smooth tool that saves us tons of time daily. Our sales reps adopted it naturally."
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