Connecting a real-estate team’s sales operations
One Hebrew CRM built around the team, with calendar, WhatsApp, phone and AI assistants connected to it.
Recreated CRM screen for a real-estate team: a lead list, an open lead drawer with property details, tasks, a call log and a scheduled meeting.
Business context
A real-estate sales and investments team with a steady flow of inquiries and agents who spend the day on calls, meetings and follow-ups. The work started with a SaaS CRM (Fireberry) and automations around it, and grew over time into a system of the team's own: a custom CRM, small services around calendar, phone and WhatsApp, and assistants that read the live data.
Workflow problem
Leads arrived from several sources and nobody had one place to see a lead's history, the next step and who owned it. Follow-ups depended on memory, meetings were typed twice, and calls stayed in the phone system. Later the team chose to move to a CRM of its own, without stopping work while it happened.
What was built
- CRM configured around the sales process
- Fireberry set up for leads, tasks, meetings, call logs and follow-ups, plus a worker app and close to a hundred Make automations.
- A CRM of the team's own
- A self-hosted Hebrew CRM: pipeline, tasks, meetings, notes, call logs and deals, replacing the SaaS system in stages while it kept running.
- Calendar without the login prompts
- A small service creates, moves and cancels meetings on the team's Google calendars, so staff never deal with browser sign-in again.
- Two-way calendar sync
- Meetings moved or cancelled in Google Calendar flow back to the CRM, so the two never disagree about the team's own meetings.
- Meeting scheduler on the phone
- Pick a lead, an agent, a date and a free slot; the meeting lands in both the CRM and the calendar, linked.
- WhatsApp reminders for each agent
- A linked-session service reminds every agent about their own CRM tasks and meetings, on their own WhatsApp.
- Calls and recordings beside the lead
- A small service in front of the Voicenter phone system makes call records and recordings reachable from the CRM and AI assistants.
- Ask the CRM in Hebrew
- An MCP server exposes the live CRM to AI assistants, so "what's happening with this lead?" gets answered from real data.
- Sync with a partner agency
- A scheduled job keeps the team's CRM and a partner agency's account in step, cross-checking leads instead of someone comparing lists.
- Small tools for real moments
- A swipe-through task triage after the migration (nothing deleted automatically), and a live client sheet the advisor fills during a meeting.
My contribution
I designed and built all of it, working directly with the team, and every piece went in staged: next to the existing way of working, checked with real cases, adjusted after the agents used it. The move from the SaaS CRM to the team's own is staged the same way, with the old system still running. Everything is documented in a bilingual system wiki, and health checks and email alerts watch the services so a failure is caught before the team runs into it.
Supported outcomes
- Staff work from one Hebrew interface instead of several tools
- A meeting created from the phone lands in the CRM and the calendar, and stays linked
- Each agent gets WhatsApp reminders for their own tasks and meetings
- Call activity and recordings are reachable next to the lead
- AI assistants answer questions from live CRM data
Tools
Fireberry, Make, Google Calendar, WhatsApp, Voicenter, Supabase / Postgres, Custom APIs, MCP