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One connected system for real estate: website, CRM, Max AI and channel manager.

CRM for real estate

The CRM built for real estate.

Listings, leads, sales and rental deals, nurturing, email and voice in one place, connected to your website, to Outlook and Gmail, and to the property portals. With Max AI on the website and in the CRM.

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What is a real estate CRM?

A real estate CRM is the system of record for every buyer, seller, tenant and developer your agency talks to, and for every listing you market. It captures leads from your website and the portals, keeps each one moving through nurturing and then a sale or a rental, and holds the listing data that your website and the portals publish.

LeadsCloser goes a step further with agentic AI: Max talks to website visitors, shows them matching properties, sends brochures and creates the lead, then helps your agents keep the record straight by voice.

The problem with generic CRMs

Real estate doesn’t fit a sales-rep funnel.

Horizontal CRMs assume one linear pipeline and one inbox. Agents juggle a nurturing board, sales and rentals, several portals and listings that vendors want reporting on. Leads leak through the gaps, and the spreadsheet comes back.

LeadsCloser Sales Deal funnel in Kanban view with Offer, Due Diligence, Closing and Closed Won stages
01Sales Deal: Offer, Due Diligence, Closing, Closed Won. Created from the nurture, so the contact, the property and the history come with it.

Built for the job

Everything an estate agent actually needs.

Lead capture from every channel

Website forms, brochure downloads, campaign RSVPs, portal enquiries, Outlook and Gmail, and Max AI conversations, all in one Inquiries tray with the source down to the form.

Nurturing, then sale or rent

A nurturing funnel with Fresh and Needs Attention on every card, and separate Sales Deal and Rent Deal funnels when they are actually buying or renting.

Listings management

One record per property with photos, classification, layout, address, amenities, languages and the agent. Status is the switch that publishes it.

Channel manager

Publish the record to your website and to the portals from the record itself, and read per-channel views back on it.

Max AI on both sides

On the website, an assistant that shows properties and creates leads. In the CRM, an assistant that updates records by voice.

Marketing that is tracked

Templates in your branding, campaigns measured on opens and clicks, and automation flows that hand the person back to the agent.

Meet Max AI

An assistant that qualifies leads while you are on viewings.

Visitors describe what they want in plain language. Max shows matching listings in the chat, sends brochures, sets alerts and books viewings, then hands a warm lead to your agents with the conversation attached.

See how Max works
Max AI on sir.mu showing search criteria chips and two listing cards inside the chat, with a Receive all as PDFs via email button

How it compares

LeadsCloser against the alternatives.

CapabilityLeadsCloserGeneric CRMSpreadsheets
Nurturing plus separate sale and rent funnels✓✕✕
Listings published to the website and portals from the record✓✕✕
Outlook and Gmail capture and send✓✕✕
Property schemes, tenure and foreign-buyer eligibility✓✕✕
AI assistant that shows properties to website visitors✓✕✕
Voice to CRM for notes and profile updates✓✕✕
Per-channel view counts on the listing✓✕✕

Who it is for

One system, every kind of agency.

Sales agencies

Capture buyer leads from the website and portals, and run the sales funnel from offer to closing.

Lettings

A dedicated rent funnel from application to move-out, with tenant nurturing built in.

New developments

Development pages with their own enquiry forms, and units filtered inside the development.

Multi-office

Business units, agent assignment and office admin views, with approvals on what goes live.

Connections

Speaks with the services you already use.

Outlook
Gmail
Microsoft sign-in
Your website
Sotheby’s International Realty Dash
L’Express Property
Property Cloud
Property Map
More on request
+37%Sales uplift the connected system is built to deliver
4Products on one stack: website, CRM, Max AI, channel manager
1Record per listing and per contact, published everywhere
~1 sPage load on the connected website

Questions

Real estate CRM FAQ.

What is a real estate CRM?

A real estate CRM is the system of record for every buyer, seller, tenant and developer an agency talks to, and for every listing it markets. It captures leads from the website, the portals and the inbox, moves each one through a nurturing funnel and then a sale or rental deal, and keeps the listing data that the website and the portals publish. LeadsCloser adds an agentic AI: Max qualifies website visitors, shows them properties and creates the lead, and helps agents update records by voice.

How is LeadsCloser different from a generic CRM?

Generic CRMs are built for a sales rep with one linear funnel. Real estate has a nurturing funnel, a sales funnel and a rental funnel, listings that have to be published to a website and to portals, and property data with schemes, tenure and foreign-buyer eligibility. LeadsCloser is built around those realities, and it is connected to the website and the channel manager on the same stack.

Which platforms does it connect to?

Outlook and Gmail for email, Microsoft sign-in for the team, your website’s forms, brochure downloads and Max AI conversations for leads, and, through the channel manager, Sotheby’s International Realty Dash, L’Express Property, Property Cloud and Property Map for publishing. More platforms are added to the channel manager on request.

Does it handle rentals and commercial property?

Yes. Rent Deal is its own funnel, from application to move-out, and product records cover residential, commercial and land, for sale and for rent, off-plan and built-up.

How long does setup take?

Most agencies are live within weeks. Listings and contacts are imported through the Data Manager, the team signs in with Microsoft, and the website, the channel manager and Max AI are connected to the same records.

Is it GDPR compliant?

Yes. Lead data, consent and communication history are handled to GDPR standards, with every email and conversation logged on the contact record.

From the blog

More on running a real estate pipeline.

Sales process

How to build a lead follow-up system that actually closes deals

6 min read · 12 Apr 2026

Book a demo

Replace the stack that’s all over the place.

See the website, the CRM, Max AI and the channel manager working together on real listings. A demo takes forty-five minutes, and most agencies are live within weeks.

Book a demoSee it live on sir.mu ↗