CRM (customer relationship management)

A CRM is the shared system of record for customers. For a developer it holds leads from every source, call and visit history, follow-ups, bookings, documents and, in a real-estate CRM, unit inventory, cost sheets, demand letters and collections.

The benefit is continuity. When a rep leaves, the leads and history stay. When a buyer calls, anyone can see what was promised.

General-purpose CRMs can be configured for real estate, but things like stacking plans, construction-linked demands and RERA-specific documents usually need custom work. Real-estate CRMs include them.