The verdict in three sentences
A vertical real estate CRM (Netty, Hektor, Apimo) costs 40 to 90 EUR/agent/month in 2026 and already connects SeLoger, Leboncoin and the like. A custom CRM requires 35,000 to 95,000 EUR to build, but matches your qualification processes, your connectors and your multi-agency steering. Custom becomes relevant beyond 15-20 agents or when lead handling (15 to 25 % gained through automation) clearly moves revenue.
Vertical CRM vs custom: what changes
| Criterion | Vertical CRM (SaaS) | Custom CRM |
|---|---|---|
| Upfront cost | 0 EUR | 35,000 - 95,000 EUR |
| Monthly cost | 40 - 90 EUR/agent | Hosting 150 - 400 EUR |
| Portal connectors | Included (standard) | Custom, unlimited |
| Lead scoring / automation | Basic | Advanced, custom |
| Multi-agency steering | Per plan | Total |
| Annual maintenance | Included | 14 % of build |
| Time to deploy | 2 - 6 weeks | 4 - 6 months |
| Code ownership | No | Yes |
3-year TCO: SaaS vs custom (25-agent network)
| Line item | Vertical CRM | Custom |
|---|---|---|
| Initial build | 0 EUR | 65,000 EUR |
| 36-month subscriptions (65 EUR x 25 x 36) | 585,000 EUR | 0 EUR |
| 36-month hosting | Included | 9,000 EUR |
| 3-year maintenance (14 %/yr) | Included | 27,300 EUR |
| Connectors + training | 6,000 EUR | 9,000 EUR |
| 3-year total | 591,000 EUR | 110,300 EUR |
At 25 agents and 65 EUR/month, the gap exceeds 480,000 EUR over three years. Below 10 agents, the vertical CRM stays cheaper and faster to deploy.
Mini case study
Karima runs a 3-branch network (22 agents) in Bordeaux, receiving 1,800 leads/month across all sources. Without automation, 35 % of leads are never called back within 24 h and are lost. At a 3 % conversion rate and an average commission of 6,500 EUR per sale, recovering just 20 % of those lost leads (126 leads/month) would generate 126 x 3 % x 6,500 EUR = 24,570 EUR/month in extra commissions. A custom CRM at 68,000 EUR with scoring and automated follow-up then pays back in under 4 months of recovered commissions.
FAQ
Can a custom CRM connect to SeLoger and Leboncoin?
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Yes. We build connectors to listing portals via their APIs or feeds (Ubiflow gateway, portal APIs). Budget 6,000 to 15,000 EUR for a multi-portal connector batch, maintained under the maintenance contract.
From how many agents is custom worth it?
Usually beyond 15-20 agents. Below that, the vertical subscription (40-90 EUR/agent) beats a 35,000 EUR build. Above it, the 3-year TCO gap swings clearly toward custom.
How long to deploy a custom CRM?
Four to six months for the full scope (contacts, properties, leads, connectors, steering). A first batch (leads + automated follow-up) can ship in 8-10 weeks to capture conversion quickly.
Can we migrate data from an existing CRM?
Yes. Migrating contacts, properties and history is generally 4 to 8 person-days. Active mandates and hot leads are prioritised, then history is imported in batches.
What's the annual maintenance budget?
Around 14 % of the build, i.e. 4,900 to 13,300 EUR/year for a 35,000-95,000 EUR project. It covers portal-connector maintenance (frequently changed), security and evolutions.
Let's scope your project. Tell us your number of agents, your listing portals and your lead volume, and we'll price the build, connectors and 3-year maintenance. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
