EstateFlow: real estate CRM from enquiry to handover
Most builders run sales from a spreadsheet, a WhatsApp Business app nobody shares and a cost sheet rebuilt by hand for every buyer. EstateFlow replaces them with one system the whole team uses: pre-sales, site visits, inventory and pricing, bookings and collections, channel partners and post-sales.
In short
EstateFlow is a CRM for Indian real estate developers, designed and built by Digital Web Weaver and live for its first deployment, Gokulesh Group in Vadodara. It follows a flat from first enquiry to handover: leads and a shared WhatsApp inbox, site visits, a live inventory plan, cost sheets from the published price list, a six-step booking wizard, collections, an approvals inbox, a buyer portal and a snags board. Each builder gets its own white-label deployment from one codebase.
// the problem — a spreadsheet, a WhatsApp phone and a hand-made cost sheet
Where builders lose buyers and money
Leads go cold
No SLA on first contact, no routing, and no record of who promised what to whom.
Quoted and agreed prices drift apart
Discounts are approved verbally, PLCs get forgotten, and accounts find out at registration.
A booking is a folder of paper
Applicant KYC, payment proof and the signed checklist exist nowhere a manager can check in one place.
Collections chased from memory
Demand notices, TDS, part payments and loan status live in someone's head.
Channel partners are a trust problem
Whose lead it was and what is owed gets argued in person instead of settled in the system.
The builder goes quiet after booking
No portal, no construction updates, and no way to raise a snag without a phone call.
// what we built — authorised on the server, not just hidden in the UI
One system from first enquiry to handover
Screenshots show a demo builder, "Gokulesh Group", with projects "Gokulesh Greens", "Gokulesh City" and "Gokulesh, Bhayli". All leads, buyers, units and amounts are made up.
01 · Pre-sales
Leads that get answered
Every salesperson starts on My Day: overdue follow-ups, hot leads and today's visits, nothing else. Leads can be searched and bulk-managed by project, stage, temperature and owner, with SLA breach tracking, duplicate detection, a walk-in register and a spreadsheet import wizard.
The lead page shows the stage, consent for WhatsApp, SMS and email per lead, a timeline of notes and the site-visit history. Visits are booked and checked in from one flow, as an agenda on a phone and a week grid on a desktop.
- SLA breach tracking
- Per-lead contact consent
- Walk-in register and import
02 · WhatsApp
A shared inbox on the real WhatsApp Cloud API
The sales team works from one live inbox split into Mine, Unassigned and Waiting, with threaded conversations. The 24-hour session window is enforced on screen: outside it, free text is blocked and the agent is prompted to send an approved template.
A WhatsApp bot handles first response and qualification before a person has to type.
03 · Inventory & pricing
A live site plan and one-click cost sheets
Every unit is colour-coded by status, from available and on hold to booked, registered and possessed, with one hold per unit enforced on the server and filters for facing, corner and garden-facing.
Pick a buyer and a unit and get a numbered, dated cost sheet from the active price list: base rate, every PLC, development charges, club membership, GST and stamp duty. A discount is a request that goes to approval, never a number typed into the quote.
- One hold per unit, enforced
- Prices only from the published list
- Discounts need approval
04 · Booking & money
A booking wizard, not a folder of paper
Six steps, saved as a draft after each: applicants and co-applicants, KYC documents (PAN and Aadhaar masked at rest), the unit and cost sheet, payment, a closing checklist and a final review, with a live summary of agreement value and what is still outstanding.
Construction-linked payment schedules, demand generation and a collections dashboard follow, with TDS gap tracking and a Tally export for the accounts team. Discounts, cancellations with refund maths, name transfers and partner invoices all land in the approvals inbox.
05 · Post-sales
Buyers, partners and the site team in the system
Buyers log in with their mobile number and an OTP to see their unit, balance, payments, documents and construction updates, raise customisation requests and tickets, and refer a friend. Pre-possession defects are tracked per unit on a snags board with severity and a resolve and close workflow.
Channel partners get their own portal with leads, commissions, invoices and a leaderboard, so referrals are settled in the system.
06 · Leadership
A director's view across every project
The director dashboard covers every project and entity: pending approvals, overdue receivables, inventory sold, lead-to-booking conversion, first response time, inventory sold per project and lost reasons. The analytics page adds open leads, conversion, channel-partner contribution and leads against bookings over an adjustable period.
Below the desktop breakpoint every screen switches to a phone layout with a bottom tab bar.
// one codebase, one deployment per builder
White-label, configured rather than forked
Single-tenant per builder
Each builder gets its own deployment from one shared core, with its customisation kept in its own folder.
14 scoped roles
From Sales Executive and Site Engineer to Legal, Director and Builder Admin, each seeing only its menu and data.
A system console
Deployment health, licence, integrations and releases, with optional modules switched on or off without a restart.
A settings layer
Branding, legal entities, projects, custom fields, templates, automations, routing rules, discount matrices and agreement templates.
Technology
| Layer | Technologies |
|---|---|
| Web app | React 19, TypeScript, Vite, TanStack Query, React Hook Form with Zod, CASL for permission gating |
| Mobile | React Native and Expo, with white-label EAS builds per deployment |
| Backend | Node.js, Express 5, TypeScript; a modular monolith with events fired after commit |
| Database | PostgreSQL with pgvector and pg_trgm |
| Jobs & realtime | BullMQ on Redis, Socket.IO for live updates |
| Messaging | WhatsApp Cloud API with session-window rules, templates and a qualification bot |
| Documents | Puppeteer PDFs: cost sheets, demands, statements, no-dues and agreements |
| Security | Zod validation on every input, parameterised queries only, server-side CASL authorisation on every route, encrypted secrets, private files with signed URLs |
| Delivery | pnpm and Turborepo monorepo, PM2 and Nginx on a VPS, migrations checked against code before every change |
In numbers: 371 numbered requirements across 28 documents, 79 backend modules, 60 database migrations, 91 web pages, 150+ backend test files, about 35,000 lines of TypeScript and 14 roles.
Our role
Digital Web Weaver owns EstateFlow end to end:
- Product research and numbered, traceable requirements
- UX and visual design for every screen, desktop and phone
- The web app, buyer portal, channel-partner portal and mobile app
- The API, database schema and permission model
- The WhatsApp integration, booking and cost-sheet engines and the approval workflow
- Security, validation and access control
- DevOps and deployment for each builder's own instance
// estateflow-case-study.faq.md
EstateFlow case study FAQ
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What is EstateFlow?
EstateFlow is a CRM for real estate developers, designed and built by Digital Web Weaver. It covers pre-sales, WhatsApp, site visits, inventory and pricing, cost sheets, bookings and collections, channel partners and post-sales, from first enquiry to final handover. Its first deployment is Gokulesh Group in Vadodara.
How does EstateFlow handle WhatsApp?
It is built on the WhatsApp Cloud API with a shared inbox for the sales team. The 24-hour session window is enforced: outside it, free-text replies are blocked and the agent is prompted to send an approved template. A bot handles first response and qualification.
Can a salesperson change the price on a quote?
No. Cost sheets come from the active, published price list with every PLC, charge, GST and stamp duty. A discount is a request that goes to the approvals inbox, so nobody can silently override the price list.
Is each builder's data kept separate?
Yes. Each builder gets its own single-tenant deployment with its own database, branding and domain, built from one shared codebase. Builder-specific customisation is kept in its own folder, not scattered through the core.
Do buyers get a portal?
Yes. Buyers log in with their mobile number and an OTP to see their unit, balance, payments, documents and construction updates, raise customisation requests and support tickets, and refer friends.
What is EstateFlow built with?
React 19 and TypeScript on the web, React Native and Expo for mobile, and Node.js with Express 5 and PostgreSQL on the back end, with BullMQ on Redis for background jobs and Puppeteer for PDF documents.
you@dww:~ $ ./contact --builder-crm
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