case study · platform · internal tool
Custom CRM System
Off-the-shelf CRMs didn't fit the operation — so I built the one that did. Real-time, multi-user, shaped exactly to the workflow.
The brief
A classified ads operation had outgrown spreadsheets: listings, leads, follow-ups and agent assignments scattered across tools, with no single source of truth.
Generic CRMs forced their workflow into someone else's data model. I built a custom one — every screen shaped around how the team actually works.
What I built
- Unified pipeline — listings, leads and follow-ups in one view, assigned across the team.
- Real-time multi-user sync — agents see each other's updates instantly; no refresh, no clashes.
- Role-based access — admins, managers and agents each see exactly what they should.
- Reporting dashboards — conversion, response times and per-agent performance.
- Audit logging — every change tracked, because accountability matters in ops tools.
- Activity automation — follow-up reminders and stale-lead flagging.
Under the hood
Real-time collaboration over WebSockets with optimistic UI and conflict resolution. The data model mirrors the business vocabulary exactly — that's the whole point of custom: zero impedance between the tool and the work.
Where it is now
Deployed internally and running daily operations. The best systems are invisible — the team just works faster and nothing falls through cracks.
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Every project here started as a conversation. Tell me what you're building — I'll show you how it ships.