CS-05 · PropTech · CRM
Homeward Real Estate CRM
Homeward, a real estate technology company, needed a custom built CRM to streamline its home buying and mortgage approval processes. Off the shelf CRMs could not handle Homeward’s transaction workflows, financing models and customer interactions, so I designed a highly scalable CRM that improved efficiency, reduced manual overhead and enhanced the home buying experience.
The challenge
- Agents and mortgage teams used multiple spreadsheets, email chains and disconnected tools, with no unified view of deal status, financing approvals and underwriting milestones.
- Mortgage approval required manual document collection and repetitive data entry across systems.
- Lead nurturing and follow ups were manual, leading to missed opportunities.
Research & discovery
- Interviewed real estate agents, mortgage advisors and support teams to identify pain points.
- Mapped customer journeys and back office processes and benchmarked Salesforce, HubSpot and Zoho.
- Built low fidelity prototypes and ran A/B testing to refine workflows.
Unified deal pipeline and status tracking
Problem. No centralised view of transactions and financing approvals.
A real time transaction dashboard tracking property deals from inquiry to closing, mortgage status and financing approvals, and pending action items for agents, advisors and underwriters.
- 40% Fewer deal tracking errors: Real time tracking and automated notifications kept everyone on one source of truth.
- 20% Faster response to inquiries: Instant access to deal information replaced searching multiple tools.
Automated mortgage and underwriting
Problem. Approvals involved manual data entry and repetitive document requests.
A custom underwriting module that automates document collection and verification, flags missing requirements and triggers reminders, with real time updates on application progress.
- 30% Faster underwriting: Automated validation removed repetitive manual checks and bottlenecks.
- +15% Higher approval rates: Instant eligibility verification and pre screening reduced manual rejections.
Smart lead management
Problem. No structured system for lead tracking, follow ups or nurturing.
A smart lead system that auto prioritises leads by engagement and financing status, triggers follow up reminders, and shows a full timeline of customer interactions.
- +25% Lead to deal conversion: Automated follow ups and smart lead scoring kept agents on high potential buyers.
- 35% Faster inquiry response: Centralised customer history and integrated email and chat replaced external tools.
Outcomes
- 40% Fewer tracking errors
- 30% Faster underwriting
- +25% Lead conversion
- +15% Approval rate
A single source of truth removed the noise between the business and its customers across the entire home buying journey.