How do you connect a property project website and a CRM?
The website collects enquiries, the CRM handles them. If the two are not connected, someone in between is retyping, and making mistakes.
What is transferred and in which direction
- Website → CRM: enquiries with the buyer, unit, source and content viewed.
- CRM → website: unit availability and statuses (available, reserved, sold).
- Both directions: unit data (prices, documents), depending on whether the CRM or the platform's admin interface is the primary source.
Define the source of truth
The most common problem is duplicated data. Decide where units and statuses are managed, in the CRM or in the platform's admin interface, and have the other system update from it. Two sources of truth mean wrong information for buyers.
The technical side
Most modern CRMs have an API or webhooks. The connection usually includes: recording the enquiry when the form is submitted, periodic or event-driven status synchronisation, rule-based assignment of salespeople and notifications. If you do not yet have a CRM, it makes sense to choose one that supports the concept of a "unit" as an object, not just contacts.
Analytics on top
Once the systems are connected, you can measure the whole journey: advert → website → unit → enquiry → meeting → reservation. This shows which units and channels deliver results and where buyers drop off.
Security and privacy
Enquiries contain personal data. The connection needs clear access rights, encrypted transfer and data processing agreements with providers. The project's privacy policy should state who the controller is and which processors are involved.