The verdict in three sentences
Off-the-shelf real estate CRMs (onOffice, Propstack, and peers) cost 30 to 100 EUR/user/month and are enough for a standard agency. A custom CRM runs 40,000 to 90,000 EUR in Berlin in 2026, over 5 to 8 months, and pays off in multi-office or specific-process setups. The tipping point shows in the 5-year TCO and in owning your data and portal distribution.
Custom or license: the comparison
Custom does not replace a license for a 3-person agency. It becomes relevant when the license multiplies per-user costs and constrains your workflows (matching, network reporting, integrated signature). 2026 order of magnitude.
| Criterion | Off-the-shelf | Custom (Kolonell) |
|---|---|---|
| Upfront cost | 0 - 3,000 EUR | 40,000 - 90,000 EUR |
| Per-user price | 30 - 100 EUR/month | Included |
| Portal distribution | Included (standard) | Custom, unlimited |
| Workflow customization | Limited | Full |
| Data ownership | Vendor | You |
| E-signature | Paid add-on | Built-in |
| Time to start | Immediate | 5 - 8 months |
5-year TCO by network size
The decisive figure is total cost over 5 years. The more agents, the heavier the per-user license. 2026 estimate (license at 60 EUR/user/month).
| Number of agents | Off-the-shelf (5 yrs) | Custom (5 yrs, maint. incl.) | Verdict |
|---|---|---|---|
| 5 agents | 18,000 EUR | 70,000 EUR | License |
| 15 agents | 54,000 EUR | 95,000 EUR | License |
| 30 agents | 108,000 EUR | 120,000 EUR | Break-even |
| 50 agents | 180,000 EUR | 140,000 EUR | Custom |
| 80 agents | 288,000 EUR | 165,000 EUR | Custom |
Mini case study
Karim, director of a 4-office network in Berlin (38 agents). On a license at 65 EUR/user/month, the network pays about 29,640 EUR/year, i.e. 148,200 EUR over 5 years, with no consolidated reporting or automatic matching. A custom CRM at 82,000 EUR + 14% maintenance/year (11,500 EUR) comes to 139,500 EUR over 5 years, with network reporting and unlimited portal feeds. The gap flips by year 4, and automatic matching yields an estimated 2 extra sales/year.
FAQ
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At how many agents does custom become worth it?
The 5-year TCO tipping point sits around 30 agents at 60 EUR/user/month. Below that, an off-the-shelf license stays cheaper.
Is portal distribution (ImmoScout24, etc.) possible in custom?
Yes, via portal APIs and feeds. Budget 8,000 to 16,000 EUR for automated multi-portal distribution and listing-status tracking.
Can we integrate e-signature for listing agreements?
Yes. Integrating a signature provider (e.g. Yousign, DocuSign) is included in custom, whereas it is often a paid add-on with a license.
Timeline to migrate existing listings and contacts?
Data migration is 5,000 to 12,000 EUR and 2 to 4 weeks, depending on the export quality of your current tool.
What happens if the vendor shuts down?
With custom, you own the code and data: no risk of vendor discontinuation or unilateral price hikes.
Let's scope your project. Share your number of offices, agents and distribution portals to settle license vs custom (indicative budget 40,000-90,000 EUR, 5-8 months). 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.
