Brokerage CRM playbook
A practical playbook for residential and commercial brokerages running their pipeline inside a CRM.
The brokerage CRM playbook is a free downloadable guide that residential and commercial brokerages use to standardise their pipeline operations inside a CRM. It defines the four core objects (Leads, Listings, Deals, Accounts), seven lead stages with explicit definitions and owners, automation rules that route work without hand-offs, daily agent rituals, the weekly sales meeting agenda, and the five reports that decide whether a brokerage is forecasting or guessing.
Inside this template
- CRM data model
- 7 lead stages
- Automation rules
- Daily agent rituals
- Weekly sales reports
Built for operators who need it to be right the first time.
Most brokerages buy a CRM, fill it with custom fields, and end up with a database nobody updates. The pipeline lives in agents' heads. Forecasts are guesses. Leads leak between agents. The playbook fixes that by giving the team one shared definition of what a stage means, who owns each stage, and what evidence is required to move a deal forward.
The playbook covers the data model, lead stages, automation, agent rituals, the weekly sales meeting, the five reports that matter, and the common pitfalls operators hit (custom-field bloat, wishful pipelines, side-spreadsheets). Use it as a one-time operating-system reset for your CRM, then audit against it quarterly.
We use it as the baseline on every CRM implementation engagement.
Everything in this template.
- 01A four object data model — Leads, Listings, Deals, Accounts — with a single sentence rationale per object
- 02Seven defined lead stages with criteria for advancement and the agent or ops owner per stage
- 03Seven automation rules that route work without manager intervention
- 04A three ritual agent day — morning, midday, end of day — that keeps the CRM the source of truth
- 05The five reports that drive every weekly sales meeting, with frequency and purpose
Who this template is for.
Residential and commercial brokerages running 5 to 200 agents, team leads operating pods inside larger franchises, sales operations leads building a single source of truth, and brokerage owners replacing an unmaintained CRM with a system that actually gets used.
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From strategy and advisory to marketing, technology, and operations, our team works with real estate and PropTech operators across 14+ countries. Book a free 30 minute strategy call and we will walk through where this template fits in your roadmap.