Industry · Real estate & construction
Websites and CRM for real estate agencies
In Azerbaijan, most property searches start on large listing portals such as bina.az. An agency's own website will not replace them — but it gives the agency what portals do not: its own brand, its own leads without competition on the same page, and a place to show expertise. Behind the website, the real work happens in the CRM: every enquiry routed to the right agent and followed up.
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In short
In short
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Listings should be entered once and published to the website and portals from one system.
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Search and filters must match how people actually search: district, metro station, rooms, price, new build or resale.
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Every enquiry — from the website, portals, calls, WhatsApp, Instagram — needs an owner and a follow-up in the CRM.
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Speed of response is the biggest factor in converting property leads.
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Expertise content — district guides, buying and renting guides — builds trust and brings search traffic that portals do not capture.
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Overview
The listings catalog
The core of the site is the catalog. It needs:
- Search and filters by district, metro station or landmark, number of rooms, area, floor, price, type (new building or resale, sale or rent), document status.
- Listing pages with real photos, floor plan, price, key facts, a map and an agent's contact, including WhatsApp.
- Fast loading on phones — most property browsing happens on mobile.
- Status management: sold and rented listings are marked or removed quickly; stale listings damage trust.
- Favourites and comparisons for serious buyers, and alerts when new matching listings appear.
One source for listings
Agents should not copy each listing into the website, several portals and Instagram by hand. A listings database in the CRM or a dedicated system publishes to the website automatically and exports to portals where they support feeds or APIs. Price changes and status updates propagate everywhere at once.
Leads and CRM
Enquiries come from many directions: the website form, calls from portal listings, WhatsApp messages, Instagram comments. We connect them all to the CRM so that:
- each lead is linked to the listing and the channel it came from;
- leads are assigned to agents by rules — district, property type, language, workload;
- an agent who does not respond within an agreed time is reminded, and the lead can be reassigned;
- the history of every contact is available to the team.
See CRM integration and lead routing automation.
Content that builds trust
Buying property is a large decision, especially for first-time buyers and foreigners. Useful content brings people to your site before they choose an agent:
- guides to districts of Baku and other cities;
- explanations of the buying process, documents and costs, reviewed by your legal adviser;
- rental guides for expats and international companies, in English and Russian.
This content also ranks for queries that portals do not target.
Advertising
Meta ads with property carousels and Google search ads for specific districts and property types work for many agencies. Housing ads fall into Meta's special ad categories, which limit targeting options, so creative and landing pages carry more of the weight. See Meta ads management.
What to measure
- Leads by channel, listing and agent.
- Response time and conversion to viewing and to deal.
- Listings with many views and no enquiries — often a pricing or presentation problem.
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FAQ
Frequently asked questions
Can our website automatically import listings from portals?
Usually the opposite direction is recommended: your own database is the master, and listings are exported to portals. Importing from portals depends on their terms and technical options.
Do we need a separate website for each agent?
No. Agent profile pages on the agency site, with their listings and reviews, give agents a personal presence while keeping leads in the agency's system.
How do we handle foreign buyers?
English and Russian versions of key pages, listings with clear information about documents and process, and agents who speak those languages identified on the site.