In this guide 6 sections
Set up a developer CRM in four passes. Define stages from enquiry to registration, fix a short list of lead sources, log every site visit with an outcome, and tag channel partners at the first touch. Keep fields few so the sales team actually fills them.
Start with stages that match how units sell
Write the stages on paper before you touch any software. A typical developer pipeline runs enquiry, qualified, site visit booked, site visit done, negotiation, token paid, agreement signed, loan sanctioned, registered. Your own sales cycle may add a stage for revisit with family.
Each stage needs an exit rule. Qualified means budget, unit type and timeline are known. Token paid means a receipt is attached to a unit. Without exit rules, executives move leads forward on optimism. The forecast then means nothing.
- Enquiry and qualified
- Site visit booked and site visit done
- Negotiation and token paid
- Agreement signed and loan sanctioned
- Registered, lost and on hold
Fix a short list of sources
Source tracking breaks when executives type free text. Agree on perhaps ten values: portal listing, hoarding, newspaper insert, website form, referral, walk-in, channel partner, exhibition, social campaign, existing customer.
Capture the source once, at creation, and lock it. Later touches add notes, not new sources. Then you can ask which source brought buyers who reached token. That question is far more useful than which source brought the most calls.
Log site visits like a small project
The site visit is the most expensive step in your funnel. Vehicles, executives and model flats all cost time. Record who visited, which tower or layout, which units were shown, who escorted them and how many came along.
End every visit with an outcome picked from a list: liked, wants revisit, price concern, location concern, comparing, not interested. Executives hate typing essays. A dropdown plus one line of notes works. After a month, the outcomes show where deals stall.
- Visit date, time and escort name
- Units or layout shown
- Family members who attended
- Outcome from a fixed list
- Next follow-up date, required before saving
Attribute channel partners at the first touch
Disputes over commission nearly always come from unclear first contact. When a partner registers a lead, the CRM should stamp the date and reject a second registration of the same phone number within a set window.
Give partners a login that shows only their own leads and their status. They stop phoning the office for updates. Your team stops arbitrating. Commission rules, slabs and payout dates belong in the accounts system, but the attribution evidence lives here.
Load a pilot before the whole team
Import one project’s open leads, clean duplicates by phone number and run a two-week pilot with a single sales team. Count what they skip. A field that is blank in most records should be dropped or made automatic.
Hold a short weekly review where the manager opens the pipeline in front of the team. People fill in a system the manager actually reads. Once the pilot holds, add the next project.
CRM setup worksheet
A two-page worksheet split into four parts. Part one lists pipeline stages with an exit rule for each. Part two lists the ten lead sources and who may add a new one. Part three is the site visit form with its outcome list. Part four records partner names, registration dates and duplicate rules.
Open a blank worksheet to printQuestions owners ask
How many pipeline stages are too many?
More than ten usually means executives will skip some. Merge stages that no report will separate, and keep the ones that need a different action from the team.
Should walk-ins be entered in the CRM?
Yes, at the reception desk, before the visitor leaves. Walk-ins are often your best leads, and missing them breaks source reports and partner attribution.
Can we import old enquiry sheets?
Yes, after cleaning. Remove duplicate phone numbers, map old source names to your new list and mark old leads clearly so they do not distort conversion numbers.
Who should own the lead source list?
One person, usually the sales manager or marketing head. If everyone can add sources, the list grows messy within a month and reports lose meaning.