Every lead in one place
Portal leads, your website, ads, sign calls and referrals land in one list, tagged with where they came from.
Real estate software built around your brokerage.
Leads in one app, deals in another, splits in a spreadsheet, and every agent doing it their own way. We rebuild the whole operation as one system your brokerage owns.
Pricing
What it costs, up front.
$1,500Systems AuditCredited in full to your build if you go ahead.
$7,500+Brokerage CRM or client portalOne focused system, built around your process.
$25,000+Full brokerage platformThe whole operation in one system. Built and paid in parts.
$399+/moCare planFixes, small changes, updates and backups after launch.
Already have a complete written plan? Skip the audit and get $1,500 off your first build invoice. If the plan has gaps, we finish it in the Systems Audit instead. Full breakdown on the cost page.
Sound familiar?
The brokerage grew. The software didn't.
- Leads from Zillow, Realtor.com, the website and sign calls land in different places
- Nobody can say for sure whether a new lead got a call in the first hour
- Every agent keeps their own follow-up system, and it leaves with them
- Deal deadlines live in a transaction app the CRM knows nothing about
- Commission splits, caps and fees get worked out in a spreadsheet every closing
- Buyers and sellers call the agent, the agent calls the office, to ask where things stand
- You pay per agent for several apps, and the bill grows every time you recruit
What we rebuild
One system from lead to closing.
Built for how your brokerage already runs: your teams, your routing rules, your splits. Start with one part or rebuild all of it.
Routing to agents
Leads go out by area, price range, language, team or rotation, with a time limit before they move to the next agent.
Follow-ups that happen
Texts, emails and call reminders on a schedule, with an alert when a lead goes untouched. The history stays with the brokerage.
Contract to close
Each deal moves through your stages with its documents, inspection and financing deadlines, and a warning before anything is late.
Splits, caps and payouts
Commission plans, caps, team splits, referral fees and transaction fees worked out from the deal, then sent to your accounting.
Buyer and seller portal
Clients log in to see where their deal stands, what's next and which documents are waiting, instead of calling the agent.
Broker dashboard
Leads by source, response times, pending deals, agent production and money coming in, on your phone.
AI that does the typing
After a call, AI writes the notes onto the lead and drafts the next message. New leads get sorted by what they're asking for. An agent always decides what gets sent. See AI and automation.
One deal, start to finish
What a deal looks like in one system
- Lead comes inA buyer asks about a listing. The system logs the source and sends it to the right agent.
- Agent follows upThe agent gets a text alert, calls, and the AI notes land on the lead. Follow-ups are scheduled from there.
- Under contractThe deal opens with your checklist and deadlines. Documents are signed in your e-signature tool and filed on the deal.
- Client stays in the loopThe buyer checks the portal for what's next instead of calling for updates.
- ClosingThe split, cap and fees are worked out from the agent's plan. Payouts go to your accounting.
- After closingThe client moves to your past-client list for anniversaries and referrals, and stays with the brokerage.
What stays
Connected, not replaced
Some tools you're required to use or are worth keeping. We connect them instead of rebuilding them:
- Your MLS, where your board allows a data feed
- E-signature, like DocuSign
- Accounting, like QuickBooks
- Email and calendars, like Google Workspace or Outlook
- Lead sources, like Zillow and Realtor.com
What goes
Built into the new system
- The lead app and the routing spreadsheet
- Separate agent CRMs
- The commission spreadsheet
- Status calls from buyers and sellers
- Sunday-night exports for the broker's numbers
Already on Salesforce or HubSpot? See fix it or leave it.
Example
What changes for a 40-agent brokerage
An example of a typical setup we see, not a specific client. Every brokerage's tools are a little different; the Systems Audit maps yours.
| The job | Before: separate apps | After: one system |
|---|---|---|
| New leads | Portal emails, a lead app and texts to the office manager | One list, routed by your rules, with response times tracked |
| Follow-up | Each agent's own app, or none | Scheduled follow-ups the brokerage can see |
| Transactions | A transaction app, then retyped into the CRM | The deal opens from the lead, with deadlines and documents |
| Client updates | Calls and texts asking what's next | A portal with live deal status |
| Commissions | A spreadsheet at every closing | Worked out from the agent's plan, sent to QuickBooks |
| Broker view | Exports from three apps | A phone dashboard, always current |
When you should keep what you have
If you're a small team and an off-the-shelf real estate CRM does what you need, keep it. Custom makes sense when you're paying per agent for several apps, retyping deals between them, or running the brokerage from spreadsheets the software can't replace. The Systems Audit tells you which side you're on. More on how a switch works: replace your software.
Who builds it
A software team, in Knoxville
Synergy Digital Apps builds custom business software. We run our own company on software we built: our clients log in to the SDL Portal, and the owner runs the business from a phone dashboard.
We meet East Tennessee brokerages in person, from downtown Knoxville to Farragut, and build for brokerages anywhere in the US remotely.
FAQ
Questions brokers ask us
How much does custom real estate software cost?
A brokerage CRM or client portal starts at $7,500. A full brokerage platform with intake, routing, transactions, commissions and portals starts at $25,000 and is built and paid in parts. Care plans start at $399 a month. The $1,500 Systems Audit is credited in full if you go ahead, or you can skip it with a complete written plan and get $1,500 off your first build invoice.
Is a custom CRM better than an off-the-shelf real estate CRM?
Not for every brokerage. A small team happy with its CRM should keep it. Custom wins when you pay per agent for several apps that don't talk, need your own routing or commission rules, or want the lead and client history to stay with the brokerage when an agent leaves.
Can it handle our commission plans?
Yes. Splits, caps, team splits, referral fees and transaction fees are set up the way your plans work, worked out at closing and sent to your accounting.
Can it connect to our MLS?
Where your MLS board allows a data feed, yes. We also connect your e-signature tool, accounting, email and the lead sources you already use.
Can agents 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 data from the CRM we use now?
Yes. We export your contacts, deals and notes, map each field, clean up duplicates and import them, then check the counts against the old system. Both run side by side until your team is ready.
How long does a build take?
It depends on how much we rebuild. The Systems Audit gives you an estimated timeline for each part, and each part has a halfway checkpoint where you see working software. Have a hard deadline? We can expedite to meet it. Rush pricing depends on the size of the build and how fast you need it, and a rush leaves less time for testing.
Do we own the software?
Yes. The code, the data and the hosting accounts are in your name. There is no per-seat fee to us and no lock-in. If you ever want another developer to take over, they get everything.
Next step
See what your brokerage's software
See what your brokerage's software
is really costing you.
The Systems Audit maps every app your agents and staff use, what it costs, and what to keep, connect or rebuild. $1,500, credited to your build.
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