Case study · Estate agency
Every applicant matched, every viewing followed up
Estate agencies live on speed: the branch that calls an applicant first usually wins the deal. This is how we used Dynamics 365 to capture every portal lead, match applicants to properties and follow up viewings and offers across branches.
Project overview
A property CRM built on Dynamics 365.
- Industry
- Estate agency
- Client
- Confidential
- Solution
- Property CRM
- Platform
- Dynamics 365 + Power Apps
- Timeline
- 10–16 weeks
- Team
- 4 people
- Lead sources
- Property portals, website, phone
- Mobile
- Viewing app for negotiators
- Branches
- 3–20
Expected business outcomes
What the client set out to achieve
Response time to new leads is where most deals are won or lost.
-
Minutes
From portal lead to first call
Leads arrive in Dynamics and are assigned to a negotiator immediately.
Instead of hours when leads sit in a shared inbox
-
20–40%
More viewings booked per lead
Applicants are matched to new listings and contacted automatically.
Target range; depends on stock levels
-
100%
Viewings with recorded feedback
The viewing app asks for feedback before the negotiator moves on.
Where the app is used for all viewings
Business challenges
How agencies worked before
A property system for listings, and everything else in inboxes and diaries.
Leads
Portal enquiries arrive by email and wait for someone to notice.
Applicants
Requirements are noted on paper or in a basic contacts list.
Matching
Negotiators remember which applicants might like a new listing.
Viewings
Feedback collected by phone, sometimes days later.
Landlords
Relationships with landlords and vendors depend on the individual negotiator.
Proposed solution
What the Dynamics 365 build covers
Dynamics 365 with a property data model and a mobile app for negotiators.
-
Lead capture
Portal and website enquiries parsed into leads and assigned to the right branch.
-
Applicant profiles
Budgets, areas and must-haves recorded as searchable criteria.
-
Property records
Listings with status, pricing history and vendor or landlord details.
-
Automatic matching
New listings matched to applicants with suggested calls or emails.
-
Viewing app
Viewing schedules, directions and feedback capture on the negotiator's phone.
-
Branch dashboards
Leads, viewings, offers and conversion per branch and negotiator.
Project requirements
What the client asked us for
The request was to stop losing leads. The first win is getting every enquiry into the CRM and assigned within minutes.
Matching is the second: when a listing comes on, the right applicants should hear about it before the portals show it to everyone.
What the project had to deliver
- 01Every lead captured and assigned
- 02Applicants matched to new stock
- 03Viewing feedback recorded
- 04Landlord relationships kept in the business
Key challenges & considerations
What made it harder, and what we did
-
Portals that send leads in different formats
What we did
A parser was built for each portal's lead format, so every enquiry arrived as a structured lead.
-
A separate listings system to integrate
What we did
The listings system was integrated, so properties and availability were never typed twice.
-
Negotiators who move between branches
What we did
Records were owned by the branch and shared by role, so moving a negotiator did not move the data.
-
Data protection rules for applicant data
What we did
Retention rules were configured for applicant data, with consent recorded at capture.
What we watched for
- Parse every portal format before go-live
- Tune matching with experienced negotiators
- Keep the viewing app to a few taps
- Respect data retention rules for applicants
Development process
Leads first, then matching
Each phase delivers something negotiators notice immediately.
-
Lead capture
Portal and website leads routed into Dynamics with assignment rules.
-
Applicants and properties
Data model and migration from the existing systems.
-
Matching
Matching rules tuned with experienced negotiators.
-
Viewing app
Mobile app piloted in one branch.
-
Rollout
All branches live with dashboards for managers.
Technology stack
Dynamics 365 for property
Standard CRM with a property data model and Power Apps for mobile.
CRM
- Dynamics 365 Sales
- Dataverse
- Custom tables
Mobile
- Power Apps viewing app
- Outlook and Teams
Integration
- Portal lead parsing
- Listings system API
- Power Automate
Reporting
- Power BI
- Branch dashboards
Quality assurance & deployment
Tested by the people who use it every day
A CRM succeeds when people choose to use it. Every process was tested with real users on real scenarios, and data migration was rehearsed until the record counts agreed.
- Scenario testing with users from each role
- Migration rehearsals, with record counts reconciled
- Integration tests for every connected system
- Security roles checked against real job roles
- Solutions moved between environments as managed releases
Deployment
- 01Viewing appMobile app piloted in one branch.
- 02RolloutAll branches live with dashboards for managers.
- 03Phased go-liveOne team or region first, then the rest, each wave with training by role.
- 04Hypercare and warrantyDaily support through the first weeks, and six months of free bug fixing.
Final deliverables
Faster than the agency down the road
Every enquiry reaches a negotiator within minutes, applicants hear about suitable properties first and viewing feedback is recorded while it is fresh.
Landlord and vendor relationships are kept in the business, not in a departing negotiator's phone.
- Instant lead assignment
- Automatic applicant matching
- Recorded viewing feedback
- Branch performance dashboards
Handed over to the client
- 01Configured Dynamics 365Production and test environments
- 02Solutions and integrationsAs managed, documented releases
- 03Migrated dataWith record counts reconciled
- 04Training by roleWith short guides
- 05Six-month warrantyFree bug fixing after delivery
Success metrics
How success is measured
| Measure | Outcome | How it is measured |
|---|---|---|
| From portal lead to first call | Minutes | Instead of hours when leads sit in a shared inbox |
| More viewings booked per lead | 20–40% | Target range; depends on stock levels |
| Viewings with recorded feedback | 100% | Where the app is used for all viewings |
Verified reviews
What clients say about our Dynamics work
Verified reviews from our clients on the same kind of work, published on Clutch.
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Silver Scintilla was responsive, respectful, and enjoyable to work with, quickly addressing any questions or requests.
DeShawn Brown
CEO & Founder, Lithios Jun 2021 – Nov 2022
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Silver Scintilla provided the best solution with scalable functionality, personalized features, and robust security.
Suheb Khan
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