Custom CRM Integration Hub for a Commercial Real Estate Firm

Overview

Built a middleware integration layer connecting a commercial real estate firm's CRM, email marketing platform, and deal-tracking spreadsheet into one synchronized system. Previously, updating a deal's status meant manually copying information across three separate tools, which frequently drifted out of sync between brokers. The hub now keeps contact records, deal stages, and marketing engagement data consistent everywhere automatically, with a simple internal dashboard showing pipeline health across the whole brokerage. We worked closely with the firm's ops lead to map every field and edge case in their existing process before writing a line of integration code. Updating a single deal's status meant manually copying information across the firm's CRM, email marketing platform, and a shared deal-tracking spreadsheet, and the three regularly drifted out of sync between brokers. We built a middleware integration hub that keeps contact records, deal stages, and marketing engagement data consistent across all three systems automatically, with a simple internal dashboard showing pipeline health firm-wide. We spent the first stretch of the engagement mapping every field and edge case in the firm's existing three-system process directly with their ops lead before writing integration code. The hub was built and tested against a full sync cycle in a staging environment, then rolled out gradually starting with one broker team before going firm-wide. The weekly manual reconciliation process is gone, and leadership now has a real-time view of pipeline health across the whole brokerage for the first time — something no single one of the three original tools could provide on its own.