Custom CRM for Pinnacle Realty Group
We built a CRM tailored to real estate workflows — automated lead routing, MLS integration, showing scheduler, and commission tracking — that helped a 45-agent agency close 34% more deals in 6 months.
The Challenge
Pinnacle Realty Group operated across 3 offices with 45 agents and processed approximately 800 leads per month from Zillow, Realtor.com, their website, and referrals. Their technology stack was a disjointed collection: Salesforce Essentials (used at 20% capacity), Google Sheets for pipeline tracking, a separate showing scheduler, paper-based commission splits, and WhatsApp groups for team communication.
The lead response problem was severe. Industry data shows that responding to a real estate lead within 5 minutes increases conversion 21x compared to a 30-minute response. Pinnacle's average response time was 4.5 hours because leads from different sources landed in different inboxes, and the round-robin assignment was manual. The brokerage estimated they were losing $2.8M annually in potential commissions from slow follow-up alone.
Commission management consumed 30 hours per month of the office manager's time. Each deal involved 2-4 commission splits between listing agent, buyer's agent, team lead, and brokerage — with different rate structures depending on the agent's tier, deal source, and volume thresholds. Disputes happened monthly because the spreadsheet calculations were error-prone.
Our Solution
We built a purpose-built CRM that reflected how real estate transactions actually work — not a generic sales pipeline forced into real estate vocabulary. The system handles the full lifecycle: lead capture and routing, client communication, showing management, offer tracking, transaction coordination, and commission calculation.
Lead routing is intelligent. Incoming leads are automatically categorized by source, property type, price range, and location, then matched to agents based on their specialization, current workload, response performance, and geographic coverage. An agent receives a push notification on their phone within 30 seconds of lead arrival. If they don't respond within 5 minutes, the lead escalates to the next qualified agent.
The transaction pipeline mirrors real estate stages: new lead, contacted, showing scheduled, offer submitted, under contract, inspection, appraisal, closing scheduled, closed. Each stage has automated reminders, document checklists, and milestone notifications to the client. The commission engine calculates splits in real-time as deals progress, showing each party their expected earnings and generating final statements upon closing.
Implementation Process
1
Workflow Analysis(3 weeks)
Shadowed agents for 2 weeks, mapped 12 workflow variations, documented commission structures, and identified integration points with MLS, Zillow, and Realtor.com APIs.
2
Core CRM Build(5 weeks)
Developed the lead management, pipeline tracking, and communication modules. Built the intelligent routing algorithm and real-time commission calculator.
3
Mobile App & Integrations(4 weeks)
Built the React Native mobile app for agents, integrated with MLS data feeds, Twilio for SMS/calls, and Stripe for commission payouts.
4
Migration & Training(2 weeks)
Migrated 3,200 contacts from Salesforce, trained agents in groups of 10-12, set up the showing scheduler, and ran parallel systems for 2 weeks.
Results
Six months after launch, Pinnacle's managing broker called it "the single best investment the brokerage has made in the last five years."
34%
More closings
From 18.2 to 24.4 closings per month across the brokerage
< 2 min
Lead response time
Down from 4.5 hours. 91% of leads contacted within 5 minutes
28%
Shorter sales cycle
Average days from lead to closing dropped from 67 to 48 days
$0
Commission disputes
Zero disputes since launch — automated calculations eliminated human error
30→2 hrs/mo
Commission admin time
Office manager reclaimed 28 hours monthly
Technology Stack
N
Next.js 15
Web dashboard with real-time updates
P
Payload CMS 3
Backend, API, and admin interface
R
React Native
Cross-platform mobile app for agents
P
PostgreSQL 16
Database with transaction-level integrity
T
Twilio
SMS, voice calls, and WhatsApp integration
S
Stripe Connect
Commission payouts to agents
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“My agents actually use this CRM. That's the highest compliment I can give — we've tried three different systems before and none of them stuck because they didn't understand how real estate works.”
— Managing Broker, Pinnacle Realty Group
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