The verdict in three sentences
For a 14-agent estate agency in Dublin, a vertical platform is unbeatable on entry cost at €45-90/month/user, but it hits a ceiling the moment you need fine buyer/property matching or bespoke workflows. A custom CRM at €30,000-58,000 only pays off beyond 10-12 users and specific processes (network, lettings, board reporting). In 2026 the real question is not "which is cheaper" but "which one lets me handle 12-18% more instructions".
Vertical SaaS vs custom CRM: the true 3-year cost
Vertical software bills per user per month; custom requires an upfront build plus annual maintenance. Across 14 seats the gap closes faster than expected.
| Item (2026) | Vertical platform | Custom CRM |
|---|---|---|
| Upfront (setup/build) | €1,500-3,000 | €30,000-58,000 |
| Monthly subscription (14 users) | €630-1,260 | €0 (hosting €90-180) |
| Multi-portal gateway | included/limited | €4,000-8,000 |
| E-signature | add-on €4-9/doc | built-in (€0.50-1.20/doc) |
| Annual maintenance | included | 14%/year (€4,200-8,120) |
| 3-year total (14 users) | €26,000-48,000 | €48,000-82,000 |
| Code ownership | no | yes |
The vertical wins on raw 3-year cost; custom wins on productivity and owned asset as soon as the instruction gain exceeds ~9%.
Multi-portal syndication and key features
A property platform's value lives in syndication and matching. Here are the features to price in the spec.
| Feature | Vertical | Custom | Estimated gain |
|---|---|---|---|
| Daft.ie + MyHome syndication | standard gateway | dedicated API gateway | -70% data entry time |
| Buyer/property matching | basic scoring | multi-criteria matching | +12-18% instructions handled |
| E-signed instructions | paid add-on | native eIDAS | -3 days signing delay |
| GDPR (register, purge) | configurable | by design | reduced sanction risk |
| Live board reporting | CSV export | live dashboard | 4-6 h/month saved |
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Mini case study
Mark, director of a 14-agent agency in Dublin, handles 32 instructions/month on average. His agents lose 6 h/week on re-keying and manual syndication. With a custom CRM at €44,000, he saves ~5.5 h/week/agent: 14 × 5.5 × 46 weeks = 3,542 h/year, valued at €28/h = €99,176. Even keeping half, the return beats the investment in year one, before the +14% instructions handled (~4.5 extra per month, average fee €6,000).
FAQ
Is a vertical enough for 14 agents? Fine to start, but costs climb to €630-1,260/month and workflows stay rigid. Beyond ~12 users with specific processes, custom pays back in 18-30 months.
How much does multi-portal syndication cost? Daft.ie and MyHome remain separate portal subscriptions (often €300-900/month by volume). The technical connector costs €4,000-8,000 in custom, then almost nothing to run.
Is e-signing of instructions legal? Yes, a qualified eIDAS signature is legally valid in the EU. Budget €0.50-1.20/document in custom versus €4-9 as a vertical add-on.
How long for a custom property CRM? Plan 10-16 weeks for a transaction + syndication + signature core, more if you add lettings.
What does 14%/year maintenance cover? Fixes, portal gateway updates, GDPR and security patches, priority support. On a €44,000 build that is ~€6,160/year.
Let's scope your project. Tell us your headcount, portals and instruction volume and we will price a custom property core (€30,000-58,000 range) suited to Dublin. 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.
