Every lead in one place
Website forms, calls, lead sites, ads and referrals all land in the same list, tagged with where they came from.
A custom CRM that fits how you sell.
Off-the-shelf CRMs make you work the way their screens do. A custom CRM starts from how your business already runs, so every lead gets to the right person and nobody forgets to follow up.
Inside
What goes into your CRM
Routing rules
Leads go to the right person by area, service, price range or rotation, the way you already decide it.
Follow-ups that happen
Reminders, texts and emails go out on schedule, and anything left untouched gets flagged.
Your stages
Your pipeline, named the way your team talks, with the documents and deadlines each stage needs.
Money tied to deals
Deposits, invoices, commissions and splits calculated from the deal, then sent to your accounting.
Reports on your phone
Where leads come from, who's closing, what's stuck and what's coming in, without exporting to a spreadsheet.
AI in your CRM
After every call, AI writes the notes onto the lead and suggests the next step, so your team spends time selling instead of typing. A person always decides what gets sent. See AI and automation.
Example
What a brokerage CRM would include
An example of how we'd lay out a custom system for a real estate brokerage. Every business gets its own version.
- Lead intake from Zillow, Realtor.com, the website, ads and calls, routed to agents by area or rotation
- Agent CRM with follow-up schedules, texting and email, and a "nobody called this lead" alert
- Deal tracking from contract to close, with documents, deadlines and alerts when something is late
- Commissions: splits, caps and agent payouts, passed to QuickBooks
- Client portal where buyers and sellers check status instead of calling
- Broker dashboard with leads, deals, agent performance and money on one screen
The MLS and e-signature stay. We connect to them instead of replacing them.
Compare
Custom vs off-the-shelf
| Off-the-shelf CRM | Custom CRM | |
|---|---|---|
| Cost | Monthly, per user, rises as you hire | Paid once, plus a care plan from $399/mo |
| Fit | You adapt to their screens | Built around your process |
| Changes | Wait for the vendor, or pay a consultant | Small changes covered by the care plan; bigger ones quoted up front |
| Ownership | You rent access | You own the code and data |
| Best for | Small teams with standard needs | Growing teams with their own way of working |
Already on Salesforce or HubSpot? See fix it or leave it. Prices and the 5-year math are on the cost page.
FAQ
Questions owners ask us
What is a custom CRM?
A customer relationship manager built for one business instead of sold to thousands. It tracks leads, customers, deals and follow-ups using your own stages and rules, and connects to the other tools you use.
How much does a custom CRM cost?
Custom CRMs start at $7,500. Adding a client portal, payments or intake raises the price, and bigger systems are quoted in parts after the $1,500 Systems Audit, which is credited to the build.
Can it send texts and emails?
Yes. Follow-up texts and emails can go out automatically on your schedule, with replies logged on the customer's record.
Can my team use it on their phones?
Yes. Everything we build works on phones and computers, and can be added to a phone's home screen like an app.
Can you move our contacts from our current CRM?
Yes. We export your records, map each field, clean duplicates and import them, then check the counts against the old system before you cancel it.
Can we start small and add later?
Yes, and most businesses do. Start with lead intake and the pipeline, then add the client portal, payments or AI notes as later parts. Each part is quoted and paid on its own.
Next step
A CRM your team
A CRM your team
actually uses.
Start with the Systems Audit. We map how leads move through your business today and price the CRM that fits.
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