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CUSTOMER RELATIONSHIP MANAGEMENT

Leaseora CRM is designed to provide one connected operating system for real estate enquiries, prospects, investors, rental applicants and active opportunities. It connects the lead's identity, property interest, communication history, follow-up work, viewings, offers, deal value and final conversion.

Leaseora Jul 30, 2026 33 min read 18 views

LEASEORA

CUSTOMER RELATIONSHIP MANAGEMENT

Detailed User and Technical Operations Guide

Capture Leads • Assign Agents • Score Opportunities • Manage Pipelines • Communicate • Follow Up • Track Deals • Convert • Report

For real estate companies, sales directors, agents, marketers, customer-support teams, property managers and executives

Version 1.0 | July 2026

Purpose of this guide

This document explains how a real estate company can configure and operate Leaseora's CRM module from lead capture through assignment, AI scoring, communication, tasks, pipeline management, property viewings, offers, deals, campaigns, conversion, reporting, GDPR workflows and API integration. It also provides a technical reference based on the models, controllers, services, events and jobs supplied for the module.

1 Purpose, Audience and Scope

Item	Description
Primary users	Sales directors, agents, marketers, customer-support teams, leasing teams, property managers and authorised executives.
Supported lead journeys	Property sale, land sale, rental or tenancy, development-unit enquiry, investment and other configured real estate opportunities.
Core scope	Configuration, capture, assignment, scoring, pipeline, communications, tasks, campaigns, viewings, offers, deals, analytics, audit, consent, SLA and API.
Terminology	This guide uses Lead and Client. Technical class names may use tenancy or tenant where the supplied implementation does.
Operational boundary	The CRM assists with organisation, prioritisation and automation. Staff remain responsible for accurate communication, lawful data use, fair decisions and final commercial approval.

Source basis

This guide preserves the terminology and system behaviour supplied for the Leaseora CRM. Items not defined in the supplied scenario are identified for production confirmation instead of being assumed.

What the CRM connects

· Lead capture - manual entry, forms, inbound webhooks and imports.

· Ownership - assignment rules, agents, sharing and access permissions.

· Intelligence - AI score, property matching, sentiment, duplicate detection and next action.

· Pipeline - configurable stages and a separate tenancy pathway.

· Engagement - email, phone, WhatsApp, SMS and in-person communication.

· Work management - tasks, comments, checklists, sequences, reminders and SLA.

· Commercial activity - viewings, offers, deals, campaign engagement and conversion.

· Governance - audit logs, consent, DSAR, webhook logs and exports.

2 End-to-End CRM Overview

Figure 1. Complete Leaseora CRM lifecycle

Menu area	Primary purpose
CRM Dashboard	Overview metrics, pipeline statistics, tasks, conversion and AI insights.
Leads	Create, edit, assign, score, share, tag, document and progress prospects.
Pipeline	Drag-and-drop Kanban control of opportunities by stage.
Tenancy Pipeline	Dedicated workflow for rental or tenancy prospects.
Contacts	Central person and organisation records linked to leads and communications.
Deals	Track opportunity value, probability and expected close.
Tasks / Follow-Up	Create reminders, sequences, comments, checklists and calendar items.
Communications	Unified history for email, phone, WhatsApp, SMS and in-person activity.
Campaigns	Create, schedule, send and measure segmented email campaigns.
Analytics and Reports	Measure conversion, pipeline velocity, agent performance, campaigns and revenue.
System Overview	Configure stages, rules, SLA, fields, templates, tags, scoring and webhooks.
GDPR / Privacy	Record consent and manage data subject access requests.

3 Roles, Responsibilities and Access Controls

Role	Main responsibility	Control
CRM Administrator	Configures stages, rules, fields, templates, SLA, tags, webhooks and scoring.	Restrict destructive and system-wide actions.
Sales Director / Manager	Monitors pipeline, reassigns leads, reviews SLA, deals and performance.	Approves sensitive sharing, bulk actions and reporting.
Agent / Sales Officer	Works assigned leads, communications, tasks, viewings, offers and deals.	Access should follow assignment or sharing.
Marketing Officer	Creates capture forms, campaigns, segments and lead imports.	Consent and targeting rules must be followed.
Customer Support	Logs enquiries, communications and service follow-up.	Should not alter deal value without authority.
Data Protection / Compliance	Reviews consent, DSAR and audit evidence.	Use restricted access to personal data.
Executive	Reviews CRM KPIs, pipeline and performance.	Dashboard insight should be supported by source records.

Recommended controls

· Use individual staff accounts and two-factor authentication where available.

· Apply least-privilege access and review permissions when responsibilities change.

· Restrict bulk deletion, merge, export and webhook management.

· Use lead-sharing permissions rather than sharing passwords or screenshots.

· Retain audit logs for sensitive create, update, delete and view actions.

4 Phase 1 - CRM Setup and Configuration

Steps 1 and 2: define how leads enter, move, receive ownership and are measured.

STEP
1

Configure the CRM System

Primary user: CRM Administrator

Open CRM -> System Overview. Configure the operating rules before importing or capturing a large volume of leads.

Configuration area	How it is used
Pipeline stages	Create, name and order stages such as New Lead, Contacted, Qualified, Proposal, Negotiation and Closed.
Assignment rules	Route leads by source, city, property, budget or other configured criteria.
SLA policies	Set response or action deadlines, such as responding to a new lead within two hours.
Email templates	Create reusable approved messages.
Custom fields	Add business-specific information to lead profiles.
Scoring criteria	Define behaviours or attributes that add or remove score.
Tags	Create labels such as Hot Lead, VIP, Investor or Mortgage.
Webhook logs	Review inbound and outbound delivery, retry failed entries and remove logs under policy.

Recommended setup sequence

1. Agree the company's sales process and stage definitions.

2. Create pipeline stages and place them in the correct order.

3. Define lead ownership and assignment rules.

4. Create response-time and follow-up SLA policies.

5. Prepare approved email templates.

6. Add only necessary custom fields.

7. Define scoring criteria and tags.

8. Test webhook and lead-assignment behaviour.

9. Train users before importing live leads.

Avoid ambiguous stages

Every stage should have a clear entry condition, expected action and exit condition. Stages should describe commercial progress, not only agent activity.

STEP
2

Create Lead Capture Forms and Webhook Connections

Primary user: CRM Administrator / Marketing

Use CrmLeadCaptureController to create embeddable forms for the company website or property portals. Each form receives a unique CrmLeadCaptureToken.

Element	Purpose
Form fields	Choose the client information and property-interest data to collect.
Embed token	Unique token used by the external form.
Submission statistics	Review volume and form performance.
Token regeneration	Replace a compromised or obsolete token.
Inbound webhook	Receives lead data from approved external sources.
Webhook verification	Checks authenticity before processing.
Lead assignment job	ProcessLeadAssignmentJob applies configured ownership rules.

Test before publishing

Submit test records from every form and integration. Confirm source, field mapping, duplicate handling, assignment and consent information before using the form publicly.

5 Phase 2 - CRM Dashboard and Lead Creation

STEP
3

Use the CRM Dashboard

Primary user: Agents, managers and executives

The dashboard provides a current view of total leads, active deals, tasks due, conversion rates and pipeline distribution. LiveCrmDashboard supports real-time updates where configured.

Dashboard metric	Management question
Total leads	How many prospects exist in the selected period or view?
Active deals	How many opportunities are commercially active?
Tasks due	Which follow-up actions require attention?
Conversion rate	What percentage of leads reach the defined outcome?
Pipeline stage count	Where are leads accumulating or dropping out?
Stage conversion	How effectively do leads move between stages?
AI insights	Which risks, opportunities or patterns need review?
Global search	Can staff find a lead, contact, deal or task quickly?

Use Refresh Scores when authorised users need to recalculate lead scores after criteria, data or activity changes.

STEP
4

Create and Manage Leads

Primary user: Agents / authorised CRM users

Leads can enter manually, from capture forms, inbound webhooks or CSV/Excel import. Every lead should have enough information to identify the person, source, property interest, budget, stage and responsible agent.

Lead field	Purpose
Contact details	Name, email, phone and relevant organisation information.
Source	Website, portal, referral, campaign, walk-in or configured source.
Property interest	Property, location, unit type or requirement.
Budget range	Client's stated financial range.
Pipeline stage	Current commercial stage.
Score	AI or criteria-based priority value.
Assigned to	Responsible agent.
Custom fields	Company-specific information.

Lead management actions

· Edit or quick-update details.

· Change stage or status.

· Reassign the responsible agent.

· Apply bulk assignment, status, tag, export or deletion actions.

· Use auto-save for ongoing edits.

· Save and reuse filtered lead views.

· Attach documents and supporting files.

· Review activity, mentions, active viewers and recent changes.

· Share a lead with selected team members and set permissions.

One source of truth

Important notes, calls, documents and status changes should be recorded in the CRM rather than remaining only in private messages or personal spreadsheets.

6 AI-Powered Lead Intelligence

STEP
5

Use AI Analysis on Each Lead

Primary user: Agent / manager

AI tools help agents prioritise and prepare follow-up. They do not replace the agent's responsibility to review the lead and communicate professionally.

AI capability	How it helps
AI score lead	Assigns a 0-100 score using available behaviour, budget and engagement data.
Match properties	Suggests suitable properties from the company's portfolio.
Suggest follow-up	Recommends an action and timing.
Detect duplicates	Identifies likely duplicate lead records.
Enrich lead	Adds or organises available profile information.
Analyse sentiment	Reviews tone across recorded communications.
Next best action	Recommends the most useful immediate action.
Auto progression	ProcessLeadAutoProgressJob can move leads when configured conditions are satisfied.

Figure 2. AI touchpoints in the CRM

Human review required

Do not reject, ignore or prioritise a lead solely because of an AI score. Review source data, property fit, communication history and any bias or missing information.

7 Lead Scoring Configuration

STEP
6

Define and Recalculate Lead Scores

Primary user: CRM Administrator / Sales Manager

Use CrmScoringController to create criteria that add or remove points. Criteria can represent declared profile information or observed activity.

Example criterion	Use
Email opened	Engagement signal; add the approved points.
Link clicked	Stronger engagement signal where tracking is available.
Property viewed	Interest in a specific property.
Viewing attended	High-intent activity.
Budget match	Lead budget aligns with available inventory.
No response	Possible score reduction after defined attempts.
Offer submitted	Strong commercial intent.

1. Create or review each criterion.

2. Set the point value and enable or disable it.

3. Confirm the criterion can be measured reliably.

4. Recalculate scores after changing rules.

5. Compare scoring outcomes with actual conversions.

6. Adjust criteria through an approved review process.

Scoring requires governance

Scoring criteria should be explainable, relevant and reviewed for unintended discrimination. The AI performance dashboard can help compare predicted and actual outcomes.

8 Phase 3 - Pipeline Management

STEP
7

Move Leads Through the Visual Pipeline

Primary user: Agents and sales managers

The Kanban pipeline groups leads by CrmPipelineStage. Agents can drag a lead to a new stage, while managers can review counts, value and conversion at each stage.

Figure 3. Configurable lead pipeline and supporting controls

Stage movement checklist

☐	The required activity for the current stage is complete.
☐	The new stage reflects the real commercial position.
☐	Important communication and notes have been logged.
☐	A next action or task exists where needed.
☐	Property interest, viewing, offer or deal information is current.
☐	Any automatic progression rule is appropriate for the lead.

STEP
8

Use the Tenancy Pipeline

Primary user: Leasing team

CrmTenancyController provides a separate pathway for rental or tenancy prospects. Create, edit and move CrmTenancyLead records through configurable CrmTenancyStage records.

Keep pipelines distinct

Use the tenancy pipeline when the company needs stages and reporting that differ from property-sale opportunities. Do not place the same active journey in two pipelines without a defined ownership rule.

9 Phase 4 - Contact Management

STEP
9

Create and Maintain Contacts

Primary user: Agents / CRM administrators

CrmContact stores the person or organisation interacting with the company. A contact profile can show linked leads, deals and communications.

Action	Use
Create	Add a new person or organisation.
Search	Find by name, email or phone.
Profile	Review linked leads, deals and communications.
Edit	Maintain current contact information.
Merge	Combine verified duplicate contacts while preserving relationships.
Delete	Remove under authorised retention and privacy rules.

Contact and lead are related but different

A contact identifies the person or organisation. A lead represents a specific commercial opportunity or interest and may have its own pipeline, score, agent and property link.

10 Phase 5 - Notes, Tags and Deals

STEP
10

Add and Pin Lead Notes

Primary user: Agents

Use notes for concise facts, decisions, commitments and context. Important notes can be pinned to the top of the lead.

· Record who said what and when.

· Separate facts from opinion.

· Update or delete notes only under permission and audit controls.

· Avoid placing unnecessary sensitive information in free text.

STEP
11

Apply Tags

Primary user: Agents / managers

Tags support segmentation and filters. Create controlled tags and attach or detach them from leads.

Example tag	Possible use
Hot Lead	High-intent prospect requiring prompt follow-up.
VIP	Client requiring an approved service approach.
Investor	Property-investment interest.
Mortgage	Financing-related opportunity.
Diaspora	International or remote client segment.

STEP
12

Create and Manage Deals

Primary user: Agents / sales managers

Create a CrmDeal when a lead becomes a defined commercial opportunity. Record the value, probability, stage and expected close information.

Deal field	Purpose
Lead link	Connects the deal to the originating lead.
Value	Expected transaction value.
Probability	Management estimate of likelihood.
Stage	Current deal stage.
Expected close	Forecast date where configured.

Pipeline value is a forecast

Deal value and probability support forecasting but do not equal revenue. Completed property, lease or sales records remain the source of confirmed commercial results.

11 Phase 6 - Property Viewings and Offers

STEP
13

Schedule a Property Viewing

Primary user: Agent

Create a CrmViewing linked to the lead, property, agent, date and time. CrmViewingsService manages the viewing record and calendar synchronisation can publish it to an external calendar.

Viewing checklist

☐	Correct lead and property are linked.
☐	Date, time and time zone are clear.
☐	Responsible agent is assigned.
☐	Client has received the viewing details.
☐	Access or meeting instructions are recorded.
☐	Outcome and next action are logged after the viewing.

STEP
14

Record a Property Offer

Primary user: Agent / authorised sales user

Create a CrmOffer linked to the lead and property. Record the amount, date and status so the offer remains visible within the lead's commercial history.

CRM offer is a relationship record

Where Leaseora has a dedicated Property Purchases, Land or other transaction module, the formal application, approval and payment workflow should continue in that module. CrmPropertyLink connects the opportunity to the relevant operational record.

12 Phase 7 - Follow-Up Task Management

STEP
15

Create and Manage Follow-Up Tasks

Primary user: Agents and managers

CrmFollowUpTask ensures every important lead has a clear next action, owner and deadline.

Task field	Purpose
Title / description	Specific action and expected outcome.
Due date	When the action must be completed.
Priority	Low, Medium, High or Urgent.
Assigned to	Responsible agent.
Lead	Commercial context for the task.
Status	Pending, In Progress, Completed, Cancelled or Snoozed.

Task views and controls

· List, board and calendar views.

· Inline updates for status, priority, due date and assignee.

· Comments and checklist items.

· Bulk updates, imports, exports and saved views.

· Completion, snooze, cancellation and deletion.

· Task statistics and AI performance insights.

Follow-up sequences

Create a multi-step sequence such as email on day 1, call on day 3 and email on day 7. The sequence should reflect the client's consent, communication preferences and the company's service policy.

STEP
16

Use the Task Monitor

Primary user: Agent / manager

CrmTaskMonitorController surfaces due-soon and overdue items per user. Managers should use the monitor to remove blockers and rebalance workload, not only to count missed tasks.

Figure 4. Communication, follow-up and SLA operating loop

13 Phase 8 - Omnichannel Communications

STEP
17

Log and Send Communications

Primary user: Agents / authorised users

Every meaningful interaction should be recorded in CrmCommunicationHistory and linked to the relevant lead and contact.

Field	Purpose
Communication type	Email, phone, WhatsApp, SMS or in-person.
Direction	Inbound or outbound.
Subject	Short description of the interaction.
Body	Relevant content or summary.
Sent at	Actual date and time.
Lead / contact link	Connects the communication to the correct records.

Communication tools

· View a chronological lead timeline.

· Filter and export communication history.

· Analyse response rates and channel performance.

· Use WhatsApp inbox where the integration is configured.

· Track email delivery, opens, clicks and bounces through CrmDeliverabilityEvent.

· Run bulk sentiment analysis on selected communications.

Tracking depends on delivery conditions

Email opens and clicks depend on provider, recipient settings and tracking availability. Treat engagement events as useful signals rather than absolute proof that a person read or understood a message.

14 Phase 9 - Email Campaigns

STEP
18

Create, Schedule and Measure Campaigns

Primary user: Marketing / CRM administrators

CrmCampaignsController manages segmented email campaigns to CRM leads. Campaigns can use reusable CrmEmailTemplate records or custom approved content.

Campaign field	Purpose
Campaign name	Internal identifier.
Subject	Email subject shown to recipients.
Body	Approved HTML content.
Target segment	Lead group selected by criteria or tags.
Scheduled time	Future send date and time.
Send record	CrmCampaignSend tracks recipient-level delivery.

1. Define the campaign objective and target segment.

2. Select or create an approved template.

3. Prepare subject and body content.

4. Preview the email rendering.

5. Confirm consent and communication preferences.

6. Schedule or send the campaign.

7. Review sent, opened and clicked statistics.

8. Create follow-up actions based on engagement.

Segment responsibly

Campaign targeting should use relevant CRM information and recorded consent. Do not include a lead merely because the record exists.

15 Phase 10 - Lead Import, Export and Documents

STEP
19

Import and Export Leads

Primary user: CRM Administrator / Marketing

Use the import template for CSV or Excel data. Imported leads can be scored through AILeadScoringService after the import.

Import preparation checklist

☐	Use the current Leaseora import template.
☐	Remove unnecessary columns and duplicate rows.
☐	Standardise names, email addresses and phone numbers.
☐	Map source, stage, agent and property-interest fields correctly.
☐	Confirm the company has an appropriate basis to process and contact the leads.
☐	Test a small batch before the full import.
☐	Review assignment and AI scores after import.

Exports should use filters and only include fields required by the authorised purpose.

STEP
20

Upload Lead Documents

Primary user: Agents / authorised users

CrmLeadDocumentsController stores documents such as identification, proof of funds or contracts against the correct lead. Apply access, retention and deletion controls.

Sensitive documents require restricted access

Identity and financial documents should be visible only to staff who require them for an approved business process.

16 Phase 11 - Duplicate Detection and Lead Merging

STEP
21

Review and Merge Duplicate Leads

Primary user: CRM Administrator / authorised manager

AI duplicate detection identifies likely matching records. CrmLeadDuplicate stores the detected relationship until an authorised user reviews it.

Merge checklist

☐	Confirm both records refer to the same person or organisation.
☐	Choose the primary lead record.
☐	Review pipeline stage, agent and score.
☐	Preserve communications, notes, tasks, documents, offers and activity.
☐	Resolve conflicting contact information.
☐	Complete the merge and verify the final record.

Do not merge on one weak match

A shared name or telephone number may not be enough. Review several identifiers and the commercial context before merging.

17 Phase 12 - Analytics, Reporting and Metrics

STEP
22

Review CRM Analytics

Primary user: Management

CrmAnalyticsController provides lead volume, conversion rates, pipeline velocity, source performance and agent performance.

STEP
23

Generate CRM Reports

Primary user: Management / reporting users

CrmReportingController can display and export lead, pipeline, campaign, task, communication and revenue reports in configured PDF, CSV or Excel formats.

STEP
24

Track CRM Metrics

Primary user: Management

Metric	Meaning
Lead response time	Time from lead creation to the first qualifying response.
Task completion rate	Percentage of assigned follow-ups completed.
Deal win rate	Percentage of defined deals reaching the won outcome.
Average deal value	Mean value of tracked deals.
Pipeline value	Forecast value of open deals.
Pipeline velocity	Speed at which opportunities move through stages.
Source performance	Lead and conversion results by origin.

STEP
25

Review AI Performance

Primary user: CRM Administrator / management

CrmAiPerformanceController uses CrmAIInsightsService to compare AI scoring, prediction and sentiment outcomes with observed results.

Measure business outcomes, not only activity

A high number of calls, tasks or emails does not automatically mean good CRM performance. Review response quality, progression, conversion and client experience.

18 Phase 13 - Team Activity Oversight

STEP
26

Review Team Activity and Audit Logs

Primary user: Managers / compliance

CrmActivityOversightController shows CRM activity by agent, date and action. AuditTrailService records create, update, delete and view actions in CrmAuditLog.

Oversight use	Management value
Agent activity	Shows which records and actions an agent worked.
Filtered review	Focuses on selected dates, users or action types.
Audit evidence	Supports investigation and accountability.
PDF / Excel / CSV export	Provides authorised management or compliance reports.

Audit logs should not become surveillance without purpose

Use activity data for security, service quality, governance and legitimate management needs. Access to detailed logs should be controlled.

19 Phase 14 - Calendar Integration

STEP
27

Synchronise Tasks and Viewings

Primary user: Individual agent / CRM administrator

CrmCalendarSyncSetting stores each user's configuration. CrmCalendarSyncService can synchronise CRM tasks and property viewings with supported external calendars such as Google Calendar or Outlook.

Calendar control checklist

☐	Use the correct work calendar account.
☐	Confirm the synchronised item types.
☐	Check time zone and reminder settings.
☐	Avoid exposing sensitive lead details in public calendar descriptions.
☐	Test create, update and cancellation behaviour.
☐	Disconnect access promptly when a user leaves.

20 Phase 15 - Consent and Data Subject Requests

STEP
28

Manage Consent and DSAR Workflows

Primary user: Compliance / authorised CRM user

CrmGdprController supports consent records and Data Subject Access Request workflows. These functions help the company organise privacy-related actions, but the company remains responsible for legal compliance.

Workflow	CRM action
Record consent	Create and store the lead's recorded consent.
View consent	Review the scope and status of the consent record.
Withdraw consent	Record the withdrawal and update communication handling.
Delete consent record	Use only under authorised retention rules.
Create DSAR	Record a new access request.
Manage DSAR	Track review, response and status.
Audit	Record privacy actions in the CRM audit history.

CRM functions support, but do not guarantee, compliance

Consent, access, deletion, retention and communication rules depend on the company's jurisdiction, purpose and legal advice.

21 Phase 16 - SLA Monitoring

STEP
29

Monitor Response-Time and Follow-Up SLAs

Primary user: Sales managers / CRM administrators

SlaMonitoringService and MonitorSlaBreachesJob compare active leads with configured CrmSlaPolicy records. When a deadline is breached, SlaBreachEvent creates a CrmSlaBreach and the responsible agent and manager can be notified.

Example SLA	Purpose
New lead response	Maximum time before first response.
Qualified lead follow-up	Maximum interval before the next action.
Offer response	Time to acknowledge or progress an offer.
Overdue task escalation	Time before management escalation.

Breach response process

1. Confirm the breach is valid and the lead was assigned correctly.

2. Contact the lead or complete the required action.

3. Record the reason for delay where appropriate.

4. Reassign or support the agent if workload caused the breach.

5. Review repeated breaches by source, stage or team.

6. Adjust the policy only through approved management review.

SLA is a service control

Do not close a breach merely to improve statistics. The underlying lead and service issue should be addressed.

22 Phase 17 - API and Webhook Integration

STEP
30

Connect External Systems Through the CRM API

Primary user: Technical administrator / integration team

The supplied REST API supports leads, communications, tasks and webhook management. Inbound webhooks can receive leads from websites, portals and third-party tools.

Endpoint	Purpose
GET /api/crm/leads	List leads.
POST /api/crm/leads	Create a lead.
GET /api/crm/leads/{id}	Retrieve one lead.
PUT /api/crm/leads/{id}	Update a lead.
DELETE /api/crm/leads/{id}	Delete a lead.
POST /api/crm/leads/{id}/score	Update or recalculate score.
POST /api/crm/leads/{id}/assign	Assign the lead.
GET /api/crm/leads/{id}/activities	Retrieve lead activities.
GET/POST /api/crm/communications	List or create communications.
GET /api/crm/communications/lead/{leadId}	Retrieve communications for one lead.
POST /api/crm/communications/{id}/track-open	Record an email open.
POST /api/crm/communications/{id}/track-click	Record an email click.
GET/POST /api/crm/tasks	List or create tasks.
POST /api/crm/tasks/{id}/complete	Complete a task.
POST /api/crm/tasks/{id}/snooze	Snooze a task.
GET/POST /api/crm/webhooks	List or create webhooks.
DELETE /api/crm/webhooks/{id}	Delete a webhook.
POST /api/crm/webhooks/{id}/test	Test a webhook.

Integration controls

☐	Use the production authentication and authorisation method approved by Leaseora.
☐	Verify inbound webhook signatures.
☐	Restrict API credentials to required actions.
☐	Log requests, failures and retries.
☐	Avoid duplicate lead creation through idempotency or source references.
☐	Protect personal data in payloads and logs.
☐	Test failure, retry and timeout behaviour.
☐	Rotate credentials and tokens under company policy.

Production API details require confirmation

The supplied scenario identifies routes and controllers but does not define authentication scheme, rate limits, versioning, payload schemas or error codes. Confirm these before external integration.

23 Complete Lead Status and Conversion Lifecycle

Stage / state	Meaning
Captured	Lead enters manually, by form, webhook or import.
Assigned	ProcessLeadAssignmentJob applies an ownership rule.
Scored	AILeadScoringService or configured criteria assign priority.
New Lead	Lead waits for first action.
Contacted	A qualifying communication is logged.
Qualified	Need, budget, timing and fit are confirmed.
Proposal	Properties or commercial options are presented.
Negotiation	Offer or deal terms are being discussed.
Closed / Converted	Lead links to a property, lease, sale or other successful record.
Closed / Lost	Opportunity ends without conversion; reason should be recorded.

Closed should have an outcome

Define whether Closed means Won, Lost, Not Ready or another final state. The supplied example uses Closed as a stage, but exact production status values should be confirmed.

24 Events, Jobs and Automated Processing

Event / job	Trigger or purpose	Outcome
NewLeadEvent	Fired when a lead enters the CRM.	Triggers or supports lead assignment processing.
ProcessLeadAssignmentJob	Applies CrmLeadAssignmentRule records.	Assigns the new lead to an agent.
ProcessLeadAutoProgressJob	Uses configured activity and AI progression logic.	Moves or recommends movement through stages when enabled.
TaskDueEvent	Fired when a follow-up task reaches its due condition.	Supports task notifications or reminders.
MonitorSlaBreachesJob	Checks active leads against SLA policies.	Creates breach records when deadlines are exceeded.
SlaBreachEvent	Fired on an SLA breach.	Creates CrmSlaBreach and supports notification.

Automation needs monitoring

Background jobs should have queue, retry, failure and alerting controls. Staff should be able to identify leads or tasks that were not processed successfully.

25 Backend Models Reference

Model	Purpose
CrmLead	Core lead: pipeline, score, agent, property interest and custom values.
CrmContact	Person or organisation linked to leads, deals and communications.
CrmDeal	Opportunity value, probability and stage.
CrmPipelineStage	Configurable pipeline stages.
CrmFollowUpTask	Follow-up owner, priority, due date and status.
CrmTaskComment	Comments on tasks.
CrmTaskChecklistItem	Checklist items within a task.
CrmTaskActivityLog	Task activity history.
CrmNote	Lead notes.
CrmTag / CrmTaskTag	Lead and task segmentation.
CrmCommunicationHistory	Email, phone, WhatsApp, SMS and in-person records.
CrmCommunicationProvider	Configured communication-channel provider.
CrmDeliverabilityEvent	Delivery, open, click and bounce events.
CrmCampaign / CrmCampaignSend	Campaign and recipient send records.
CrmEmailTemplate	Reusable email content.
CrmViewing	Property viewing appointment.
CrmOffer	Offer linked to lead and property.
CrmLeadScoringCriteria	Lead score rules.
CrmLeadAssignmentRule	Automatic ownership rules.
CrmLeadCaptureToken	Unique external-form token.
CrmLeadDocument	Document attached to a lead.
CrmLeadDuplicate	Detected duplicate pair.
CrmLeadEnrichmentData	AI-enriched lead information.
CrmLeadAssignment	Assignment history.
CrmSlaPolicy / CrmSlaBreach	SLA rule and recorded breach.
CrmCustomField / CrmCustomFieldValue	Company-specific lead fields and values.
CrmSavedView	Reusable lead or task filter.
CrmTenancyLead / CrmTenancyStage	Tenancy-specific pipeline records.
CrmPropertyLink	Connection between the lead and another Leaseora property record.
CrmAuditLog	CRM audit trail.
CrmCalendarSyncSetting	External calendar configuration.
CrmWebhookLog	Inbound and outbound webhook history.

26 Controllers and Services Reference

Controller	Main purpose
CrmDashboardController	Dashboard metrics, pipeline stats, AI insight and global search.
CrmLeadsController	Full lead lifecycle, collaboration, documents, AI, sharing, notes, offers and viewings.
CrmContactsController	Contact creation, search and merge.
CrmDealsController	Deal management.
CrmPipelineController	Pipeline views and lead movement.
CrmFollowUpController	Tasks, board, calendar, comments, checklist, sequences, imports and exports.
CrmCommunicationController	Communication history, timeline, analytics and WhatsApp inbox.
CrmCampaignsController	Email campaigns, preview, schedule, send and performance.
CrmScoringController	Scoring criteria and recalculation.
CrmAnalyticsController	Lead, source, agent and conversion analytics.
CrmReportingController	Report views and exports.
CrmMetricsController	CRM KPI metrics.
CrmActivityOversightController	Team activity and audit exports.
CrmAiPerformanceController	AI outcome and performance dashboard.
CrmSystemOverviewController	System settings, stages, rules, SLA, templates, fields, tags and webhooks.
CrmGdprController	Consent and DSAR workflows.
CrmLeadCaptureController	External lead capture forms and tokens.
CrmLeadImportExportController	Lead import, export and templates.
CrmLeadDocumentsController	Lead documents.
CrmTaskMonitorController	Due-soon and overdue task alerts.
CrmTenancyController	Tenancy lead lifecycle.
CrmTenancyStagesController	Tenancy stage configuration.
CrmNotesController	Lead notes.
CrmTagsController	Tag management.
LeadsApiController	Lead REST API.
CommunicationsApiController	Communication REST API and engagement tracking.
TasksApiController	Task REST API.
WebhookApiController	Webhook-management API.
CrmWebhookInboundController	Inbound lead webhook and verification.

Service	Purpose
AILeadScoringService	Lead scoring and imported-lead scoring.
CrmLeadsService	Lead business logic.
CrmFollowUpService	Task and follow-up logic.
CrmCommunicationService	Communication logging and analytics.
CrmCampaignsService	Campaign sending and tracking.
CrmEmailAutomationService	Automated email sequences.
CrmWhatsAppService	WhatsApp integration.
CrmDealsService	Deal business logic.
CrmViewingsService	Viewing scheduling.
CrmOffersService	Offer management.
CrmNotesService	Note management.
CrmLeadAssignmentService	Lead assignment rules.
LeadAutoProgressService	AI-driven stage progression.
SlaMonitoringService	SLA monitoring and breaches.
AuditTrailService	Writes CRM actions to CrmAuditLog.
CrmCalendarSyncService	External calendar synchronisation.

27 Communication and Email Classes

Mail class	Purpose
CrmAutomationCampaignMail	Automated campaign message.
CrmAutomationMail	Automated CRM email.
CrmManualCampaignMail	Manually initiated campaign message.
CrmManualMail	Direct manually initiated email.

The supplied implementation also references CrmCampaignsService, CrmEmailAutomationService and CrmCommunicationProvider. Provider-specific sending, authentication, retry and bounce behaviour should be confirmed in production.

28 Recommended Daily, Weekly and Monthly Operating Rhythm

Frequency	Recommended activity
Daily - agents	Review new assigned leads, due tasks, SLA alerts, replies, viewings and offers.
Daily - managers	Review unassigned leads, SLA breaches, overdue tasks and high-value pipeline changes.
Weekly - sales	Review stage movement, qualification quality, deal forecasts and lost reasons.
Weekly - marketing	Review lead sources, campaign engagement, forms, webhook failures and segment quality.
Monthly - management	Review conversion, pipeline velocity, agent performance, source performance and revenue linkage.
Monthly - administrator	Review scoring criteria, stages, rules, templates, tags, API tokens and failed jobs.
Quarterly - governance	Review permissions, audit logs, consent records, retention and AI performance.

29 Worked Example - From Website Enquiry to Property Sale

Scenario

Northgate Realty embeds a Leaseora lead form on its website. Client Daniel Mensah asks about a three-bedroom property and later submits an offer.

Stage	What happens
1. Capture	Daniel submits the website form using a CrmLeadCaptureToken.
2. Inbound processing	The webhook is verified and the lead is created.
3. Assignment	ProcessLeadAssignmentJob assigns Daniel to the agent responsible for the property's city.
4. Scoring	AILeadScoringService scores the lead using source, budget and engagement.
5. First response	The agent contacts Daniel and logs the email and telephone call.
6. Qualification	The agent confirms budget, location, timeline and property requirements.
7. Property matching	AI suggests suitable portfolio properties; the agent reviews the matches.
8. Task	A follow-up task and sequence are created.
9. Viewing	A CrmViewing is scheduled and synchronised to the agent's calendar.
10. Offer	Daniel makes an offer, recorded as CrmOffer.
11. Deal	A CrmDeal records expected value, probability and close date.
12. Negotiation	The lead moves to Negotiation and all communication remains in the timeline.
13. Conversion	The opportunity is linked through CrmPropertyLink to the Property Purchases workflow.
14. Reporting	The source, agent, pipeline duration, deal value and conversion appear in CRM analytics.

30 Implementation and Onboarding Checklist

Business configuration

☐	Approved pipeline and tenancy stages.
☐	Stage entry and exit conditions.
☐	Assignment rules and agent territories.
☐	SLA policies and escalation recipients.
☐	Lead source list and property-interest fields.
☐	Scoring criteria and tag vocabulary.
☐	Email templates and follow-up sequences.
☐	Deal and conversion definitions.

Data and integration preparation

☐	Existing lead and contact data for migration.
☐	Import template and field mapping.
☐	Website forms and property portals.
☐	Webhook endpoints and verification secrets.
☐	Email and WhatsApp provider settings.
☐	External calendar connections.
☐	API clients and required permissions.

Governance preparation

☐	CRM roles and access permissions.
☐	Lead-sharing rules.
☐	Document access and retention.
☐	Consent and communication preferences.
☐	DSAR ownership and process.
☐	Bulk export and deletion authority.
☐	Audit-log access and review.

31 User Acceptance Testing and Go-Live

Test area	Acceptance test
Stages	Create, reorder and move test leads through every stage.
Assignment	Test each assignment rule and unassigned fallback.
SLA	Trigger a controlled breach and confirm the record and alert.
Capture form	Embed and submit test records.
Webhook	Verify valid and invalid signatures and retry behaviour.
Lead	Create, edit, share, reassign, tag and export.
AI score	Score a lead and review explanation or source data where available.
Property match	Confirm suggested properties are relevant and reviewable.
Duplicate	Detect and merge test duplicates while preserving history.
Pipeline	Drag leads and confirm activity and automation.
Tenancy	Create and progress a tenancy lead.
Contact	Create, search and merge contacts.
Task	Create, comment, checklist, snooze, complete and export.
Sequence	Create and test a multi-step follow-up sequence.
Communication	Log every supported channel.
Email tracking	Test delivery, open, click and bounce events.
Campaign	Preview, segment, schedule and send a controlled campaign.
Viewing	Schedule and synchronise a viewing.
Offer / deal	Create, update and link the records.
Analytics	Verify conversion, pipeline and source numbers.
Audit	Confirm view, create, update and delete actions are recorded.
Consent / DSAR	Create, withdraw and process test records.
API	Test authorised requests, validation failures and rate controls.

Pilot first

Start with one sales team, a limited number of stages and a controlled lead set. Confirm assignment, communication, task, privacy and reporting behaviour before full rollout.

32 Common Issues and Troubleshooting

Issue	Recommended action
Lead was not assigned	Review assignment rule conditions, agent availability, job queue and lead source data.
Lead appears twice	Review capture retries, webhook idempotency, import data and duplicate detection.
Score looks incorrect	Review criteria, source data and last recalculation.
Lead moved to the wrong stage	Review manual activity, auto-progression settings and job history.
Agent cannot see the lead	Check assignment, sharing permission and role access.
Email open is not tracked	Confirm provider tracking, recipient settings and deliverability event creation.
WhatsApp inbox is unavailable	Review CrmWhatsAppService provider configuration and permissions.
Task reminder was not sent	Check due date, status, TaskDueEvent and job processing.
SLA breach is missing	Review SLA policy scope, timestamps, assignment and monitoring job.
Campaign segment is too large	Review filters, tags, consent and target-segment rules.
Calendar item duplicated	Check sync direction, external calendar ID and retry handling.
Imported records have missing fields	Review template, column mapping, validation and failed-row report.
Merge lost information	Review the selected primary record and audit history; restore through approved recovery if supported.
Dashboard totals differ	Check filters, date range, lead status, deleted records and data refresh.
Webhook failed	Review authenticity verification, payload, endpoint response and retry log.

33 Frequently Asked Questions

Can leads enter automatically from our website?

Yes. Lead capture forms and inbound webhooks can create leads and trigger assignment.

Can pipeline stages be customised?

Yes. Stages can be created, reordered and configured.

Can the CRM assign leads by location?

The supplied assignment rules can route leads using configured criteria such as city.

Does AI decide which lead the company must contact?

No. AI prioritises and recommends; agents and managers retain responsibility.

Can the CRM match leads to properties?

Yes. aiMatchProperties can suggest suitable portfolio records.

Can rental prospects use a separate pipeline?

Yes. CrmTenancyLead and CrmTenancyStage support a tenancy-specific pipeline.

Can staff communicate through WhatsApp?

The supplied implementation includes a WhatsApp inbox and CrmWhatsAppService, subject to provider configuration.

Can email opens and clicks be tracked?

Yes, through CrmDeliverabilityEvent where tracking is supported.

Can tasks be synchronised to calendars?

Yes, using CrmCalendarSyncService and user settings.

Can the system enforce response targets?

SLA policies, monitoring jobs and breach records support response-time oversight.

Can leads be imported from Excel?

Yes. CSV or Excel import is included, with AI scoring after import.

Can the CRM link to property transactions?

Yes. CrmPropertyLink connects CRM opportunities to other Leaseora modules.

Does the CRM make Leaseora GDPR compliant?

It supports consent and DSAR workflows, but the company remains responsible for compliance.

Can CRM data be accessed through API?

Yes. The supplied design includes lead, communication, task and webhook APIs.

34 Technical Matters to Confirm Before Production Sign-Off

Area	Confirmation required
Lead status and stage enums	Confirm exact values, Closed outcomes and permitted transitions.
Assignment conflict resolution	Confirm rule priority, round-robin behaviour and fallback owner.
AI explanations	Confirm whether score factors, confidence and source data are shown to users.
Auto progression	Confirm conditions, approval options, rollback and audit behaviour.
Webhook security	Confirm signature algorithm, replay protection and idempotency.
API security	Confirm authentication, scopes, rate limits, versioning and error contracts.
Email provider	Confirm sender authentication, bounce handling, unsubscribe and retry.
WhatsApp provider	Confirm provider, template rules, inbound routing and consent handling.
Calendar sync	Confirm supported providers, sync direction, duplicate prevention and time zones.
Campaign consent	Confirm suppression, withdrawal and segment exclusion rules.
SLA schedules	Confirm job frequency, working hours, holidays and escalation rules.
Import limits	Confirm file types, size, row limits and failed-row handling.
Merge recovery	Confirm backup, reversal or restore capability after lead merge.
Audit retention	Confirm retention, export, access and tamper controls.
DSAR and deletion	Confirm export, redaction, deletion and legal-hold behaviour.
Data residency and providers	Confirm storage regions and external AI or communication processors.

35 Quick Reference - 30-Step CRM Operating Flow

1. Configure pipeline stages and stage rules.

2. Create assignment rules.

3. Configure SLA policies.

4. Create templates, custom fields, scoring criteria and tags.

5. Create lead capture forms and tokens.

6. Configure and test inbound webhooks.

7. Open the CRM dashboard.

8. Create or receive a new lead.

9. Assign the lead to an agent.

10. Run or review the lead score.

11. Review AI property matches and next action.

12. Complete the lead profile and custom fields.

13. Add notes, tags, documents and sharing permissions.

14. Move the lead through the pipeline.

15. Log every communication in the unified timeline.

16. Create follow-up tasks and sequences.

17. Monitor due-soon, overdue and SLA alerts.

18. Schedule a property viewing.

19. Record the viewing outcome.

20. Record a property offer.

21. Create and update the deal.

22. Send direct email or segmented campaign where appropriate.

23. Track email delivery, opens and clicks.

24. Merge verified duplicate leads.

25. Link the converted lead to the appropriate Leaseora module.

26. Review analytics, reports and KPI metrics.

27. Review AI performance and adjust criteria through governance.

28. Review activity and audit logs.

29. Maintain consent, DSAR, API and webhook controls.

30. Export authorised reports and retain the CRM history.

Business value

Leaseora CRM gives a real estate company one connected process for lead capture, intelligent prioritisation, pipeline control, communications, follow-up, property interest, offers, deals, conversion and management reporting.