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Real estate · Pune · 18 months

How a Pune builder
stopped losing leads
on Sunday evenings.

A 24-year-old developer with three live projects, eight sales agents and a shared Excel sheet that kept getting overwritten. We replaced it with YSM CRM, then put AI follow-up inside.

IndustryReal estate
StackYSM CRM + AI
Team8 sales agents
Time to first win14 days

01 · The problemThe sheet that kept getting overwritten.

By 2024 they'd shipped three projects and the fourth was breaking ground. Eight agents, three Sundays a month of site visits, and a single Google Sheet with seventy-two tabs. Walk-ins were being logged twice. WhatsApp leads weren't being logged at all. The promoter spent every Sunday evening on a recovery call.

Their accountant could close the books in four days. The sales team couldn't close the week.

We weren't short of buyers. We were short of memory.

02 · The first two weeksWhat we did before the kickoff.

We spent the first ten days inside their office. Sat with two agents per site. Watched the WhatsApp queue at 8 PM on a Sunday. Read the sheet — all seventy-two tabs.

  • Mapped every lead source: walk-in, broker, hoarding, WhatsApp, web form, referral.
  • Watched the actual follow-up cadence (it was: whoever remembered, replied).
  • Asked the promoter the same question five different ways: which leads do you lose? The answer was always the same: the warm ones, on day three.
The thin first slice. We didn't roll out the whole CRM. We rolled out one thing: an inbox that captured every lead from every channel into one queue, ranked by recency. That alone took a week to ship — and a week to change behaviour. Then we built around it.

03 · What we shippedThree months. Three layers.

Month one. YSM CRM live across the team. Walk-in capture on a tablet at the site. WhatsApp Business hooked in. Source attribution. Per-agent pipelines. A live dashboard the promoter could open at 9 PM and stop calling.

Month two. AI follow-up. Every warm lead now had a drafted three-touch follow-up — first day, day three, day seven — drafted in the promoter's tone. The agent reviews, edits a line, sends. The reminders fired automatically.

Month three. Per-agent insight. Live commission tracking. Project-wise inventory hooked into the CRM. By the end of month three, the agents asked for fewer Excel exports than the promoter expected.

04 · The numbers, afterEighteen months in.

+38%
Lead → win conversion
0
Leads lost in 6 months
2.4×
Per-agent productivity
−6 hrs
Promoter's Sunday evenings

Same head-count. Same projects. The fifth project, broke ground last quarter — with a sales team that hasn't been hired yet, because the eight existing agents are doing the work of fifteen.

05 · What we'd do differentlyThe honest bit.

We were two weeks late on AI follow-up because the WhatsApp integration took longer than scoped. We should have shipped it without the integration first — the drafts in the CRM were already 80% of the value. We'd ship the slice next time.

Their CRM is now boring. That's the highest compliment we get.
Sound familiar?

Show us your top three
"warm-then-cold" leads.

Send us last month's three frustrating losses. We'll send back what we'd have done differently — and a 30-minute walk-through of YSM CRM.

See YSM CRM