Overview: Building a Scalable Real Estate CRM to Handle Over 50M+ Records Without a Hitch
Our client, a leading UK real estate platform, was expanding rapidly. With hundreds of listings added weekly and an ever-growing user base, the systems in place were no longer sustainable. Their existing SugarCRM was clunky, lacked scalability, and wasn’t fully optimized for real estate-specific workflows.
Our challenge was to build a custom real estate CRM system to streamline core business operations and scale with data growth.
This had to include:
- Lead lifecycle management with mass data optimization
- Role-based access controls
- Integrated communication system via Twilio API
- Need-based, custom-built call modules
- Custom reports and forecasting dashboards
- Workflow automation and calendar-based scheduling
- Scalable architecture to support more than 100 active users simultaneously
- Fast data querying and report generation across millions of records
Our final product was a CRM solution supported by AWS infrastructure and Laravel for business logic orchestration.
Services
- Business Need Analysis
- CRM Design and Planning
- Custom Feature Development
- Data Migration and Automation
- Integration with Existing Systems
- User Training and Support
Services
- Business Need Analysis
- CRM Design and Planning
- Custom Feature Development
- Data Migration and Automation
- Integration with Existing Systems
- User Training and Support
VISIT
WEBSITEProject Success
Our client, a UK-based real estate company, required us to deliver a fully functional customized CRM based on SugarCRM, a system they had been relying on for their operations for years. The project had tight constraints—a short time span for delivery, a user base of 150-160 people, and an enormous volume of data, including millions of leads, call records, properties, and viewing documents that needed to be optimized for smooth operations.
The biggest hurdle was the limited time, as the client’s renewal period in August left us with only a few weeks to deliver the project. Despite our relatively limited experience with a project of this scale at the time, we were determined to meet the client’s expectations without compromising quality. Our team worked diligently, putting in extra hours to ensure all functionalities were implemented accurately, data was optimized, and the system could handle the large volume of calls seamlessly.
The result? We successfully delivered the project within the specified time frame, ensuring smooth operations and minimal disruption to the client’s business. Our CRM now has 1 million leads, 50+M call data, 40K+ properties, 500K+ viewings, 200K+ offers, 200K+ documents and more are being added every day. Despite the large volume, the CRM is running smoothly.
Thanks to our team’s dedication and the collaborative effort from all departments, the project was a resounding success. The client renewed their contract with us, further solidifying our partnership. This project established our ability to deliver under pressure and helped us grow as a team, expanding our expertise in handling large-scale data optimization and custom CRM functionalities.
Technologies
AWS EC2
AWS RDS
AWS S3
Laravel
MySQL
PHP
SendGrid
SugarCRM
TextMagic
Twilio
Features
Advanced Search System with Dual Modes and Custom Filtering
The legacy CRM system lacked deep filtering capabilities, resulting in inefficient data access for users handling large-scale datasets. The Search feature was slow and not scalable, with millions of leads and property records.
Our Solutions
- Implemented dual search modes.
- Basic Search for speed and simplicity:
- Names
- Addresses
- Phone numbers
- Advanced Search with multi-field filtering including:
- Checkboxes
- Price range
- Date-time filters
- Basic Text
- Emails
- Records assigned to users.
- Integrated custom query builder for runtime filters.
- Enabled Search on relational data across modules using MySQL full-text search.
- Cached recent searches using Redis for faster repeat queries.
- Optimized indexes in AWS RDS MySQL to reduce query time.
Impact on KPIs
- 4x faster data retrieval speed for agents
- Reduced search-to-lead time by 45%
- Search response latency less than 1.5s for queries across 1M+ records
Detail Page with Editable Record-Level Customization
The client needed the ability to capture and modify detailed information per lead, property, offer, and viewing with audit tracking to improve accountability and reduce user errors.
Our Solutions
- Created modular detail pages using Laravel blade templating and SugarCRM views.
- Enabled inline editing for frequent fields.
- Integrated audit logs via Laravel middleware to track:
- Field change history
- Users who made changes
- Timestamps
- Implemented role-based view permissions using SugarCRM ACLs.
Impact on KPIs
- Cut down data entry time by 35%
- Improved audit trail accuracy with greater than 98% data consistency
- Enabled hierarchical visibility of sensitive data
Real-Time Activity Logging and Change Tracking
Tracking activity history and data modifications in a system with 100+ users working concurrently was crucial for compliance and monitoring.
Our Solutions
- Implemented Change Logs using Laravel Events with a custom logging table.
- Activity Logs created via cron jobs and event listeners.
- Timestamped logs of field changes stored in RDS MySQL
- Filterable UI logs module built for admin audit.
Impact on KPIs
- Boosted data traceability and accountability
- Reduced support overhead on data change issues by 60%
- Ensured regulatory compliance for data changes and deletions
Custom Report Generation Feature with Cross-Module Filters
The client needed dynamic and detailed reports from multiple modules with the flexibility to add runtime filters and visualizations.
Our Solutions
- Created 3 report types:
- Rows and Columns (tabular view)
- Summation (with bar/pie/funnel chart options)
- Summation with Details (drill-down)
- Built a cross-module report generator using Laravel Query Builder
- Enabled runtime filters via dynamic SQL condition injection
- Chart rendering is handled by custom-built components
- Reports exportable in CSV/XLS formats
Impact on KPIs
- Reduced report generation time to under 3 seconds for large data sets
- Enabled on-demand data access for KPIs (e.g., offer conversion, viewing-to-sale ratio)
- Enhanced business forecasting accuracy by 60%
Integrated Twilio Call System for Inbound & Outbound Communication
Manual logging of calls and scattered call records made lead tracking inefficient. The client wanted real-time call dialing, logging, and recordings.
Our Solutions
- Integrated Twilio Programmable Voice API for 1-click dialing
- Set up call event hooks for:
- Auto-recording
- Log creation
- Linking to the lead record
- Scheduled call reminders via Laravel scheduler and Twilio SMS API
- Stored audio recordings in AWS S3 with links in call modules
Impact on KPIs
- Reduced average call handling time by 35%
- Improved follow-up call accuracy by 70%
- Call logs are now auto-linked with leads, improving visibility
Quick Create Lead Feature with Lightweight Modal Forms
Users needed to add leads or properties on the go with minimal information without navigating through full forms.
Our Solutions
- Developed Quick Create modals with only essential fields using Laravel plus SugarCRM JS customizations.
- Integrated delayed validation and follow-up data enrichment.
- Designed a quick form API to auto-populate related fields (e.g., user, source) using MagicAPI.
Impact on KPIs
- Reduced lead creation time by 50%
- Improved CRM adoption for field agents
- Increased data input rate during peak periods
Book Viewing Button for Instant Scheduling with Auto-Populated Forms
Agents had to manually input applicant and property details while booking viewings, leading to delays and data entry errors.
Our Solutions
- Placed the Book Viewing button in the Applicants module
- On click, it redirected the user to an external booking landing page
- Auto-appended query string with applicant and property data
- Booking form auto-populated fields using parameter parsing
Impact on KPIs
- Viewing booking time reduced by 60%
- Increased show-up rate for viewings
- Enhanced agent experience with reduced administrative load
Calendar and Activity Scheduler for Individual and Team Use
The lack of centralized activity planning created scheduling conflicts and poor visibility into agent workloads.
Our Solutions
- Built a user-based calendar module using a custom Scheduler
- Enabled drag-and-drop activity rescheduling
- Synced calls, meetings, and tasks from related modules
- Admin view to access team calendars with permission control
Impact on KPIs
- 3x better resource allocation across agents
- Increased lead follow-up completion rate by 50%
- Improved planning for property viewings and sales meetings
Bulk Operations as Mass Update and Mass Delete Functionalities
Manually updating or deleting hundreds of records was time-consuming, leading to process bottlenecks.
Our Solutions
- Developed mass action functionality using Laravel batch jobs and SugarCRM hooks
- Added user prompts for field-level selection and change preview
- Enabled asynchronous execution of delete/update tasks using AWS SQS queue
Impact on KPIs
- Reduced bulk update time from 25 minutes to less than 2 minutes
- Enabled data clean-up for outdated leads across 40K+ records in hours
- Improved admin efficiency during mass property imports and edits
Success Stories Module to Showcase Sales Wins With Structured Metadata
There was no centralized interface to showcase properties sold by the Real Estate CRM, which limited team motivation, client trust, and visibility of successful campaigns.
Our Solutions
- Created Success Stories module with custom fields:
- Property type
- Address
- Bedrooms
- Final sale price
- Built admin-only UI for adding/removing entries
- Rendered success cards dynamically using custom templating
- Linked sold properties to past applicants for analytics
Impact on KPIs
- Provided the marketing and sales team with proof-of-concept data
- Enhanced user trust and transparency with visible past success
- Boosted morale among teams by recognizing high-performers
Why Our Approach Works for High-Volume Real Estate CRMs
Building real estate CRMs is more than developing a tool — it’s about transforming how agents, brokers, and operations teams close deals, communicate, and manage thousands of assets in motion.
For our custom-built Real Estate CRM, this meant solving for speed, scale, and easy communication across a geographically spread user base.
And the numbers speak for themselves:
- 1M+ leads and 40K+ properties tracked in real-time
- 200K+ offers and 50M+ call logs managed with zero performance degradation
- 150+ simultaneous users supported across modules
- 99.95% uptime maintained since go-live
- Up to 70% operational improvement across all core CRM functions
- Multi-year contract renewal secured after successful delivery
This is where our approach fits real estate enterprises perfectly because we bring:
- Scalable, enterprise-ready architecture capable of handling millions of data points
- Deep integrations with tools like Twilio and TextMagic for unified communication workflows
- Data-rich automation across leads, offers, viewings, and more
- Secure, role-specific access that respects operational boundaries
- Real-time dashboards and reporting for sales forecasting and campaign tracking
FAQs
We used the Agile Methodology to assign tasks and ensure steady progress. Due to the time constraint, we relied on Google Sheets instead of Jira to assign and track tasks. We communicated with the client through Google Chat and Slack and ensured effective collaboration to reduce noise that may affect project delivery.
The successful launch of the portfolio website was the key outcome. Later, the website was optimized for speed and performance.
The Results
25%
0
Increase in leads generated
35%
0
New applicants in 2024
43%
0
Properties sold in 2024
Effortless Order Process – Simple and Quick
User experience goes hand in hand with conversions. A simple and intuitive buying process encourages users to complete their purchases, buy from the business again, and share positive reviews. The simpler the buying process, the higher the conversion. In addition, we sought to position NationwideBER as the leading landlord energy certificate provider in Ireland. A hassle-free and smooth buying experience gives our clients the competitive edge to nudge out competition. Our Get a Quote form makes placing complex orders undeniably simple!
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