Almost every CRM in this industry knows how to file things. The test of whether it also closes is to follow one lead end to end and count how many times you have to leave the system to get something done. This is that journey, screen by screen.
It comes in by CSV, not by typing
Nothing gets typed on day one: it gets imported. A CSV comes out of the previous CRM, the columns get mapped — name, phone, email, source, stage, notes — and the contacts arrive with their history. How to prepare that file so garbage does not come in with it is covered separately in migrate your leads.
And one rule applies from that moment: leads belong to the brokerage. If an agent leaves, they stay, with their full history, and they get reassigned the same day. That sentence sounds administrative and is the most expensive one of all when it is missing.
The kanban is yours, not the vendor’s
Stages adjust to how your brokerage works, not the other way around. The board filters by agent, so the broker sees each person’s real pipeline instead of the one told at Friday’s meeting, and moving a card moves the deal: the stage you see is the one that triggers alerts and automations.
A file, not a contact
Every lead opens its own file: conversations, documents, appointments and activity in one place, visible to the roles working that deal. It is the difference between a brokerage that has a history and one that has memories: when the conversation lives on somebody’s personal phone, the brokerage does not know what happened, and the client notices at the first repeated question.
Temperature and scoring, without asking anyone
Every lead carries its score and its temperature — cold, warm, hot — computed from what they did: what they viewed, what they saved, how many times they came back, how long since they last replied. Hot leads with no activity for days get flagged as at risk, which is the alert that saves the most money because it speaks up before anyone remembers to ask.
Who else sees the file
A Florida transaction is not worked by the brokerage alone. The lender, the title attorney and the coordinator enter the same file and see exactly the part that concerns them — not the whole CRM, not the internal notes, not what you discuss with your client. That solves two things at once: it ends the emailing of documents back and forth, which is where versions get lost, and nobody ends up with access to what is not theirs.
It is worth asking about this in any product you evaluate, because it has cost consequences: in ours those professionals do not take a seat in your brokerage — each pays their own plan and works with whichever brokerages invite them — but not every product works that way, and finding out on the invoice is expensive.
And when it is won, the commission calculates itself
On closing, the deal moves to the Sales Book with its commission worked out: GCI, splits and overrides current, exportable to accounting. And when it is lost, the reason and the stage get recorded — which is the data you fix next month with. This is the point where most CRMs say goodbye and the parallel spreadsheet begins; and a parallel spreadsheet, sooner or later, becomes the only truth.
The full module detail is on the CRM page, and the guided tour is in the Academy course on agency CRM. If you are comparing options — ours and everyone else’s — the twelve criteria that actually decide are in how to evaluate a real estate CRM.