Revenue operations for a real estate agency
SIEVN was receiving enquiries from several channels at once, with no shared structure behind them. We audited the sales process, then built the pipeline, the routing and the reporting that sits underneath it.
A structured sales process across all lead sources
SIEVN sells and rents apartments, houses and commercial space in Yerevan, working with buyers who are often comparing the same property through two or three agencies at once. In that market the agency that answers first and keeps answering is usually the one that closes.
- Each enquiry carries the channel it came from, so the agency knows which sources produce clients and which only produce volume.
- An agent owns a lead from the moment it lands, decided by rule and not by who noticed it first.
- The next action exists as a scheduled task, so a buyer waiting on a viewing is not left to chance.
- Matching a buyer to a listing is a search anyone can run, not a feat of memory belonging to one agent.
- Managers read performance from a dashboard on the day, not from a spreadsheet at the end of the month.
About SIEVN
SIEVN is a Yerevan real estate agency operating since 2019, selling and renting apartments, private houses and commercial premises across the city.
Alongside its resale and rental book, the agency lists new-build apartments directly from developers. Yerevan has absorbed several years of sustained new construction, and SIEVN's own market commentary points to rising activity from foreign and diaspora buyers as well as from the city itself.
An agency of that size competes on service, not on inventory, because the same apartment is often listed with several firms at once. What it actually sells is attention: how quickly someone replies, how well they remember what a client asked for, and whether they call back when they said they would.
Unstructured lead handling across channels
Enquiries were coming in from several places at once. What sat behind them was not structured enough to keep pace, and three things suffered as a result.
Leads slowing between channels
An enquiry could sit while it moved from where it arrived to whoever would handle it. In a market where a buyer contacts three agencies in an afternoon, that delay is the whole competition.
Follow-up hard to control
Nobody could tell which conversations had gone quiet or which promised call-backs had happened. Agents were doing the work, but the agency had no way of confirming it at scale.
Performance visible only in hindsight
Leadership had no live view of sales activity, so managing meant asking people how things were going and assembling the picture manually afterwards.
Process audit and a real estate sales pipeline
We start with the process, not the software. Installing a CRM over an unexamined workflow reproduces the same gaps in a more expensive place, so the audit came before any configuration.
Audited the existing sales process
We followed enquiries through the business to see how they moved and where they stalled. The delays clustered at handovers, in the interval between an enquiry arriving somewhere and becoming somebody's responsibility, which is a routing problem, not an effort problem.
Implemented Pipedrive with a property pipeline
A dedicated pipeline was designed around how a property sale actually proceeds, with structured deal stages and explicit ownership rules attached to each. Property transactions have steps that generic pipelines have no name for, and viewings, offers and paperwork all behave differently from a software deal cycle.
Added lead source tracking and routing logic
Every enquiry is tagged with its origin and routed to an agent automatically. Source tracking is what later makes marketing spend arguable instead of assumed, and routing at the point of arrival is the specific change behind the improvement in response time.
Automated follow-ups, activities and tasks
Workflows create the activities each stage requires, so attention is distributed by the system rather than rationed by whoever is busiest. Make and CloudTalk connect the surrounding tools, which means calls and triggered actions reach the deal record without anyone copying anything.
Built dashboards, data fields and adoption
Custom fields hold client requirements and property details, manager dashboards report pipeline and activity live, and the team was trained until the system was the place they worked. Adoption is the step that decides whether any of the previous four survive the first busy month.
Do you know which channels produce your clients?
If the honest answer is an estimate, the marketing budget is being set from memory. We tag the source, route the lead, schedule the follow-up and report the result, so the question has an answer anyone can check.
