Miraj Crest Realty LLC is a UAE-based real estate brokerage helping buyers and investors navigate Dubai's property market. With multiple sales teams and enquiries arriving through digital campaigns and direct customer interactions, managing every lead efficiently is essential to the brokerage's sales operations.

As the business managed enquiries across different channels and teams, it needed more than a traditional CRM. It needed a connected system that could automatically assign leads, keep salespeople accountable, and give management visibility into every stage of the customer journey.

• Industry: Real Estate
• Market: UAE
• Platform: Odoo
• Solution: Custom CRM Development, Lead Automation, Sales Workflows & WhatsApp Integration

Wisoft developed a customised CRM solution using Odoo, designed around Miraj Crest Realty's sales structure, team responsibilities, and operational requirements.

Instead of forcing the brokerage to adapt to a generic CRM setup, we built configurable workflows that support how its teams actually operate.

1. Automated Lead Capture: Bringing Every Enquiry into One CRM

The first priority was to centralise lead information from different sources.

Wisoft configured multiple lead-entry methods, including:

• Meta Lead Ads webhook integration for automated campaign lead capture.
• Custom API integration for leads from external systems.
• Manual lead creation and bulk uploads.
• Marketing source tracking, including campaign, form, and attribution details.

This created a centralised lead-management process, reducing dependence on manual data entry and helping sales teams work from a consistent source of information.

2. Intelligent Round-Robin Assignment: The Right Lead to the Right Agent

Manually deciding which agent receives each enquiry can slow down the sales process and create uneven workloads.

Wisoft implemented an intelligent, configurable round-robin assignment engine that automatically distributes new leads across eligible teams and salespeople.

The workflow includes:

• Automated team-level and agent-level lead rotation.
• Configurable participation of team leaders and salespeople.
• Independent assignment rules for dedicated campaign teams.
• Internal and cross-team reassignment when required.
• Controlled reassignment of leads marked as Not Interested.
• Separate rotation sequences to maintain consistency across assignment scenarios.

The result is a more structured and transparent lead distribution process, with less manual coordination and clearer ownership.

3. SLA-Based Follow-Ups: Making Sure Leads Don't Go Cold

In real estate, delayed follow-ups can mean missed opportunities.

To address this, Wisoft built an automated Service Level Agreement (SLA) workflow that tracks whether assigned agents take the required actions within configured timeframes.

When a lead is assigned, the system initiates an automated follow-up sequence:

• Step 1 — Assignment: The salesperson receives a new lead notification.
• Step 2 — Reminders: If no qualifying action is recorded, the system sends reminders at configured intervals.
• Step 3 — Escalation: Continued inactivity triggers an escalation to the team leader, where applicable.
• Step 4 — Reassignment: If the lead remains unattended, the system initiates internal or cross-team reassignment based on predefined rules.

The automation also respects each team's working hours. Leads received after hours are captured and assigned immediately, while SLA timing follows the team's configured working schedule.

This helps reduce the risk of missed enquiries while establishing clearer expectations for response and follow-up.

4. Multi-Channel Notifications: Keeping Everyone Connected

A CRM is only effective when the people using it receive the right information at the right time.

Wisoft integrated notifications across multiple communication channels:

• Odoo desktop and mobile alerts.
• Email notifications.
• WhatsApp notifications.

Notifications cover new assignments, reminders, escalations, reassignments, and repeat enquiries.

Controls were also implemented to reduce duplicate alerts, helping agents and managers focus on relevant actions rather than unnecessary notifications.

5. Centralised Reporting: Giving Management Visibility and Control

Beyond automating daily tasks, Miraj Crest Realty needed a clearer view of what was happening across its sales pipeline.

Wisoft configured comprehensive CRM tracking to record:

• Original and current lead owners.
• Assignment and reassignment history.
• Salesperson activities, calls, meetings, and outcomes.
• SLA reminders, deadlines, and escalations.
• Lead stages and quality information.
• Campaign sources and marketing attribution.
• WhatsApp notification delivery results.

With this information available in one system, managers can review agent activity, identify leads requiring attention, and monitor sales progression with greater consistency.

The solution was also designed to be configurable, allowing administrators to adjust team structures, assignment rules, SLA timings, and eligible salespeople as business requirements evolve.