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Agent + brokerage CRM
Sales Cloud configured around the agent–lead–listing relationship. Account hierarchy for brokerages and teams; Opportunity records mapped to actual real-estate transactions with co-broker splits.
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Enterprise Platforms × Real Estate & PropTech
Salesforce Sales Cloud, Service Cloud, Experience Cloud, and custom Lightning apps for brokerages, property management, and PropTech operators: implemented by ATLAS dept leads who understand the real-estate sales cycle, the agent–broker relationship, and the listing-data integration boundary that most partners skip.
The problem
Brokerages and PropTech operators come to Salesforce with two real challenges: the sales cycle is unusual (long, relationship-driven, multi-party), and the data is heavy (listings, transactions, properties, agents, brokers). The pattern that fails them is partner work that solves the immediate need by adding custom objects, and then ten years later the org is unmaintainable and the next CEO wants to migrate off.
We design real-estate Salesforce orgs with discipline: standard objects where the platform supports the use case (Account / Contact / Opportunity for the agent–lead–listing flow), custom objects only where the data model warrants it, and integration to MLS / RESO / property-data sources as primary scope. The result is a Salesforce estate that scales with the brokerage, not against it.
Where it ships
Concrete applications where enterprise platforms unlocks measurable value inside real estate & proptech delivery constraints.
Sales Cloud configured around the agent–lead–listing relationship. Account hierarchy for brokerages and teams; Opportunity records mapped to actual real-estate transactions with co-broker splits.
RESO Web API integration for MLS data; property-attribute data from third-party sources (CoreLogic, Zillow Bridge). Two-way sync where the brokerage's data flows back; one-way ingest where it doesn't.
−6 days
transaction-to-close cycle
Custom Lightning app for transaction milestones, document collection, and compliance reviews. Integrated commission calculation with co-broker splits, brokerage tiers, and team rules.
Lead-routing rules tuned for real-estate lead velocity (sub-5-minute response). Round-robin by territory and language, fallback to broker, and SLA escalation built into Process Builder / Flow.
Experience Cloud portals for client-facing transaction visibility (document upload, milestones, e-sign) and agent-facing tools (lead pipeline, transaction status, commission visibility).
Marketing Cloud or Pardot for long-cycle nurture (buyer / seller cycles spanning 6–18 months). Campaign attribution to opportunity for honest CAC reporting.
How we engage
Each phase has a deliverable, an owner, and an acceptance criterion calibrated to real estate & proptech delivery.
Two-week discovery: agent / broker / team structure, transaction lifecycle, listing-data sources, commission model, and existing tools. Output is honest fit recommendation including 'don't customize that. Use the standard pattern' and 'this part actually does need a custom object'.
Configure Account / Contact / Opportunity / Lead for the standard real-estate flow before adding custom objects. Custom objects only where the data model can't be expressed in standard. Every custom object documented with rationale and named owner.
RESO Web API integration as primary scope; MLS-region-specific transformations handled in middleware (MuleSoft / Boomi / custom). Listing data refresh cadence and conflict-resolution rules designed before configuration.
Agent-adoption discipline: roleplay training, in-app guidance, weekly office-hours through the first quarter. Long-term operations through quarterly Salesforce release management and custom-object cleanup.
Capabilities
Stack
Compliance overlay
Every real estate & proptech engagement carries the evidence collection that procurement and audit teams expect on day one.
Disclosure tracking, dual-agency consent, and state-specific transaction documents tracked at the Opportunity level. Field history audit trail for compliance reviews.
Consent capture for marketing, retention rules per data class, and right-to-erasure flows native to the platform. Lead source and consent state tracked per record.
MLS data integration aligned to RESO Data Dictionary; conflict-resolution rules documented and tested. Re-sync semantics for listing changes and pricing updates.
Selected work
Where this fits
Common questions
Real-estate-specific CRMs are faster to deploy but harder to scale past 500 agents. Salesforce takes longer to set up but compounds across the brokerage's other systems (commission, marketing, transactions). Below 200 agents, real-estate-specific often wins; above 1,000 agents, Salesforce wins. Between is judgment.
RESO Web API is the modern standard; we use it where the MLS supports it. Where MLSs still expose RETS or proprietary APIs, we wrap them in middleware (MuleSoft / Boomi / custom Apex). Field mappings align to RESO Data Dictionary; conflict resolution is documented and tested before launch.
We've built this on Salesforce four times. The cleanest pattern: Commission as a custom object linked to Opportunity, with Split sub-records for co-broker / referral / team / brokerage allocations. Calculation runs in Apex with explicit precedence rules (team rule > brokerage tier > standard split). Audit trail at every stage.
Yes: common engagement. Migration includes data extraction, mapping to Salesforce schema, deduplication against existing data, and phased agent-cohort cutover. Most migrations land in 6–10 months with a 60–90 day dual-running window for active transactions.
Discovery + assessment: 2 weeks, $40K–$80K. Sales Cloud + Service Cloud implementation (1,000-agent brokerage): 6–9 months, $400K–$1.0M. Custom transaction app: 3–6 months, $250K–$700K. Marketing Cloud + RESO integration: 3–5 months, $200K–$500K. Managed services: $20K–$80K monthly retainer.
Yes: that's a different engagement shape. PropTech product builds run through our Custom Software practice (FORGE), with Salesforce as a likely component but not the whole stack. The engagement starts with discovery on what should sit on Salesforce vs. custom, not a Salesforce-first assumption.
Talk to us
A senior engineer plus the ATLAS department lead joins the first call, both with prior real estate & proptech delivery experience.