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Product Requirements Document for Real Estate CRM
Overview:
The objective of this Product Requirements Document (PRD) is to outline the specifications and features of a Customer
Relationship Management (CRM) application tailored for a real estate client specializing in villa construction. The application aims
to streamline communication between sales agents and customers, thereby providing a single source of truth for customer
interactions. By integrating WhatsApp business features, the CRM will enhance customer engagement and facilitate better record-
keeping. This document captures the essential goals, functionalities, and user experience requirements necessary to develop a
feature-rich CRM platform that meets the specific needs of the real estate market.
Objectives:
The primary objective of the CRM application is to address the challenges faced by the real estate client, where inconsistent
communication and record-keeping among sales agents lead to a lack of cohesive customer interaction. The CRM aims to centralize
customer data, providing a single source of truth for sales agents. Custom fields will be implemented to classify customers based on
their journey—whether they are prospective customers, in construction, or have completed their villa. Furthermore, real-time
updates regarding villa construction statuses will be integrated from the ERP system. Overall, the objective is to improve
communication, increase customer satisfaction, and retain valuable information for targeted marketing efforts.
Scope:
This project will encompass the development of a custom CRM application specifically for a real estate client focusing on villa
constructions. Key activities include designing the user interface for ease of navigation, ensuring seamless integration with
WhatsApp for communication, and establishing a robust backend for data storage and retrieval. The application will also feature
custom fields to track customer interactions and construction statuses, providing sales agents with comprehensive insights into
customer needs. The engagement will involve multiple stakeholders including software developers, UX/UI designers, and
marketing teams to ensure the application is aligned with the client’s objectives and market dynamics.
Functional Requirements:
The CRM application will include the following functionalities:
Integration with WhatsApp Business: This feature allows sales agents to communicate with clients directly through
WhatsApp, enhancing real-time customer engagement.
Summary Saving of Previous Chats: The feature will enable sales agents to store summaries of previous conversations
with customers, helping them retain context and build rapport.
Custom Fields for Customer Classification: The CRM will have two essential custom fields:
Classification of customers as prospective buyers, current clients with ongoing construction, or completed
construction clients.
Status tracking for villa construction, which will pull data directly from ERP systems, ensuring accurate and up-to-
date information.
Customer Information Capture for Marketing: The application will allow for the collection of additional customer
information that can be leveraged for targeted marketing campaigns.
Description of Features:
1. WhatsApp Integration:
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This feature will enable seamless communication between sales agents and potential clients via WhatsApp. Agents can send
messages, receive notifications, and engage directly with customers in a familiar environment, facilitating easier conversations and
better customer experience.
2. Chat Summaries:
This functionality will allow sales agents to summarize previous interactions with customers. Agents can add notes and key points
that can be easily referenced during future conversations, ensuring that all team members have a comprehensive view of customer
history.
3. Custom Customer Fields:
Customer Status: Customers will be categorized into three distinct groups—prospective clients, those in the construction
phase, and clients with completed villas. This classification will help agents tailor their interactions based on customer
maturity in the buying process.
Villa Construction Status: Integration with the ERP will provide real-time updates on the construction status, allowing
agents to communicate accurate timelines and progress updates with clients.
4. Information Capture for Marketing:
The CRM will capture relevant data such as customer preferences, buying behavior, and other metrics necessary for effective
marketing campaigns. This will enable better segmentation of customer lists and target marketing efforts more effectively.
User Experience (UX):
The design of the CRM application will prioritize user-friendliness, making it accessible for sales agents with varied technical
skills. The interface will be intuitive, featuring prominently displayed features such as chat summaries, customer classifications,
and construction status updates. A dashboard layout will provide quick access to key customer insights, facilitating swift decision-
making. User feedback sessions will be conducted to iterate on designs and ensure that the CRM meets the needs of sales agents
effectively. The application will also be responsive, ensuring it functions seamlessly on both desktop and mobile devices, allowing
agents to communicate and manage customer data on the go.
Dependencies:
Key dependencies of the project include:
ERP System Integration: The CRM will rely on the real-time data flow from the existing ERP system to accurately
capture villa construction status.
WhatsApp Business API: Successful integration with WhatsApp will depend on access to WhatsApp Business APIs,
making it crucial to ensure compliance with their terms and conditions.
User Training: Adequate training sessions will be necessary for sales agents to effectively utilize the new system and adapt
to the CRM workflows.
Conclusion:
In summary, the CRM application aims to consolidate customer interactions within the real estate sector, specifically for villa
construction. With features focusing on communication enhancement, detailed customer tracking, and efficient marketing
information capture, the application will address existing pain points faced by sales agents. The next steps include finalizing the
design specifications, developing the outlined functionalities, and initiating user testing to ensure the application meets the outlined
goals and addresses customer needs effectively.
Additional Insights from Conversation:
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Challenges Addressed:
Different sales agents often provide inconsistent information and promises to customers due to the lack of a unified record of
customer interactions. The CRM will serve as a single source of truth for all customer service agents, ensuring consistent
communication and eliminating confusion.
Additional Key Features to Consider:
Integration with WhatsApp Web for better accessibility.
Customizable inputs for customer and construction statuses to improve adaptability to various client needs.
Customer Segmentation Table:
Customer Classification Description
Prospective Customers Potential buyers not yet engaged in the purchase process.
Current Clients (In Construction) Clients actively involved in the construction of their villas.
Completed Construction Clients Clients whose villa has been fully constructed and delivered.
Visual Representation:
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