The verdict in three sentences
For a sales agency in Dublin, value is created between winning the listing and the sale agreement: that is where a purpose-built CRM makes the difference. A market tool (30-80 EUR/user/month) equips a standard agency quickly; a custom CRM (40,000-95,000 EUR) is justified when buyer matching, portal syndication and sale tracking are your edge. The real gain is not the licence, it is the listing-to-sale conversion rate.
Real estate CRM modules and their weight
| Module | What it drives | Build weight (EUR) |
|---|---|---|
| Listing management | Exclusive/open, active listings, follow-ups | 8,000 - 16,000 |
| Buyer matching | Property/criteria matching, alerts | 9,000 - 18,000 |
| Portal syndication | Daft, MyHome, agency site | 8,000 - 16,000 |
| Sale tracking | Offers, agreements, contingencies | 7,000 - 14,000 |
| E-signature | Online mandates and viewing forms | 4,000 - 9,000 |
| Reporting & commissions | Fees, prospecting, agent performance | 5,000 - 12,000 |
Off-the-shelf vs custom: the real math
For an 8-agent agency, a market tool at 55 EUR/user/month is 5,280 EUR/year, or 26,400 EUR over 5 years excluding portal syndication (often billed separately). Custom becomes relevant when matching and multi-portal syndication become a differentiator.
| Criterion | Market tool | Kolonell custom CRM |
|---|---|---|
| Upfront cost | 1,500 - 6,000 EUR (setup) | 40,000 - 95,000 EUR |
| Recurring cost | 30 - 80 EUR/user/month | Maintenance 12 - 20 % of build/year |
| Time to go live | 3 - 8 weeks | 4 - 7 months |
| Buyer matching | Standard | Tuned to your criteria |
| Portal syndication | Depends on connectors | Custom multi-portal |
| Data ownership | With the vendor | With you |
5-year TCO and sales gain
Decisive lever: conversion rate. Moving from 42 % to 48 % of listings converted to sales on a 120-listing/year book is 7 extra sales. At 6,500 EUR average fee, that is about 45,500 EUR of additional revenue per year.
| Line | Market (5 yrs) | Custom (5 yrs) |
|---|---|---|
| Licences / build | 26,400 EUR | 65,000 EUR (median build) |
| Setup & portal syndication | 12,000 EUR | included (excl. portal subs) |
| Maintenance / roadmap | 5,000 EUR | 48,000 EUR |
| Total TCO | 43,400 EUR | 113,000 EUR |
| Sales gain (+6 pts conversion) | partial | ~45,500 EUR/yr potential |
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Mini case study
Karim runs an 8-agent sales agency in Dublin, 120 listings per year, average fee 6,400 EUR, 42 % conversion. After a custom CRM (build 68,000 EUR, maintenance 11,000 EUR/year) with automatic buyer matching and multi-portal syndication, conversion rose to 48 % within a year. Gain: 7 extra sales x 6,400 = 44,800 EUR/year, plus 6 hours/agent/week saved on data entry.
FAQ
How much is a market real estate tool? Budget 30 to 80 EUR/user/month depending on modules, plus 1,500 to 6,000 EUR setup. Portal syndication and e-signature are often billed extra.
Does custom matching really change results? Yes: matching tuned to your criteria (area, budget, property type) alerts agents the moment a property fits a buyer in the database, speeding sales and lifting conversion.
Can you syndicate to Daft and MyHome? Yes, via connectors or XML feeds: Daft, MyHome plus your agency site. Centralized syndication removes re-entry and keeps listings consistent.
Is e-signature valid? Yes for mandates and viewing forms (eIDAS-compliant e-signature). It shortens the cycle and reduces listings lost for lack of a quick signature.
What is the deployment timeline? A market tool is live in 3 to 8 weeks; a custom CRM takes 4 to 7 months. We ship listings and matching first for quick commercial impact.
Let's scope your project. Give us your agent headcount, portals and listing volume for a matching + syndication estimate. 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.
