CRM

The CRM section is where enquiries become business. It holds Leads, Deals (as a list or a board), Viewings, Contacts and Tasks. The lists behind it (Services, Routing, Routing settings, Pipelines, Lost reasons, Consent versions) live under Settings, CRM. “My work” at the top of the sidebar gathers what each person has to do today.

Leads

A lead is an enquiry. It arrives in one of two ways:

• From your website. Any form on your site sends a lead: a stay request, a viewing request, a buying or selling enquiry, a general question. The form names the service it asks for, and its own questions (dates, guests, budget, anything) arrive as answers shown on the lead’s page.
• From the app. Staff with the add permission use Create a lead on the Leads list to record an enquiry taken on the phone, at the desk or from an email: how it came (phone, walk-in, email, social media, a property portal, WhatsApp, referral or other), the service and the person’s choice, the property, an email or a phone, and a tick that the person was told about the privacy notice. By default the lead is yours and the call that brought it counts as its first answer.

Each lead keeps its reference, the service, the form and page it came from, the listing it is about, the language, the message, the contact details and the consent proof (wording version, time and language). When your website kept it, the lead’s page also shows the Campaign the visit came from: the source, medium and campaign of the page’s address. A lead whose service is a listing request (an owner offering a property) is a listing request; the Leads screen filters enquiries and listing requests apart.

Channels

Each lead is counted under the channel it came through, kept on the lead from the moment it arrives:

• for a lead your staff created, how it came: phone, walk-in, email, social media, a property portal, WhatsApp, referral or other;
• for a website lead, its campaign and the site the visit came from: AI assistants (ChatGPT, Perplexity, Gemini and the like), social media, search engines, property portals or email; another campaign; else Website, direct;
• a lead sent by another system, on its own.

The lead’s page shows its channel, and the Leads list filters by it. Apps such as WhatsApp do not say where a visit came from, so add a campaign to the links you share to tell them apart, for example ?utm_source=instagram&utm_medium=bio.

The Leads list

The list’s header starts with the Service list (all services, or one of yours), before the search; choosing one keeps your other filters. Above the table, a strip shows your leads by status, in the colours of their labels, then the figures that matter now: all leads, received today (against yesterday), the last 7 days (against the 7 before), waiting for answer, assigned to you and, if you see every lead, new leads nobody holds. Each status and each figure opens the list filtered to its leads; the dashboard shows where your leads came from. A click anywhere on a row opens the lead. The list shows 25 leads a page, with the page numbers at its foot.

The lead’s page

A lead’s page puts what you do at the top and what you read below. The top card shows the person, their status and channel and when they wrote; how to reach them (Call, WhatsApp and Email when you may see their contacts); the status and who holds the lead, which you change right there (saved at once); and how long is left for the first answer, or how late it is. Its buttons start with the one that fits where the lead stands: Log the call while it waits for a first answer, Set a meeting once contacted, Create a deal once qualified; the usual ones follow, and the rest are under the ⋯ button. The page opens on Overview: what they asked (the service and their choices, the message, the property), the service’s own questions and answers, the next follow-up and the latest activity, the person (their roles and other leads), and where the lead came from. Details comes next with what the overview leaves out: the record (reference, language, how it came, an earlier lead it repeats), the consent given, and the first answer and routing. The lists follow.

Small forms open in a window over the page you are on: logging an activity, adding a follow-up, setting a meeting, adding a document, and on a deal moving it, marking it won or lost, or planning a viewing. If something is missing the window says so; once saved, the page refreshes with its confirmation.

Services

Services are what people ask for. Your company keeps its own list under Settings, CRM, Services: a key fixed once saved (your website sends it), a name in every language, an order, and a kind, enquiry or listing_request. A lead sent with a key the list does not have is still saved; it shows as not in the list until someone adds the service.

A service may also have your choices for the two questions your website asks after it: How can we help? and, under each answer, Your plans. Add them on the service’s page, under Choices on the website: a name in every language, the first-level choice it sits under (empty for an answer to How can we help?), the board and starting stage its leads go to, and, for a listing request, the listing type it means. Your website shows the questions from this list and sends the answers; the lead’s page shows them by name. Because the choice says the listing type, an owner never sends selling and holiday-home management together.

Documents on a lead

Add a document on a lead uploads a PDF or an image (15 MB at most) of one of your document types, those its board asks for first: a financial projection, a signed agreement. The file is checked, then kept in your company’s storage, with the lead. The lead’s Documents tab lists what was added and what its board still expects. A file opens for those who see the lead, after their second step, and each opening is recorded. The files go with the lead when it is erased or anonymised.

Status

The status says whether someone answered, not how far a deal has come; deals carry that (see below).

Assignment and routing

A lead is assigned to one team member whose role sees leads, by hand or by routing. Routing is off until your company switches it on in Routing settings, once departments have people in them, managers are set and working hours and holidays are entered.

With routing on, a new lead goes to the department of the first active rule, in your order, whose filled conditions all match (service, listing type, area, language), otherwise to the fallback department. In that department, the member who takes leads, is not away and is under their limit, and has the fewest open leads, gets it; if nobody is eligible the lead waits in the department’s queue, where members “Take” it from My work. Each member’s Leads section holds “takes leads”, the limit and “away until”. Routing never loses a lead: a failure leaves it saved and waiting.

First-answer times

An assigned lead has a first-answer target, counted in working minutes from your company’s working hours and holidays: a lead on a Friday evening is due on Monday morning. The first answer is a call, meeting, message or email logged, a status moved on from New, or a task about the lead marked done. It is timed when you log it, so backdating never beats the target.

Every five minutes, a lead past its target goes back to the queue and to someone who never held it, up to the limit your company set, then it is escalated once to the department’s managers.

Who sees a lead, and masking

Agents see only their own leads. A department’s manager sees every lead of the department. Managers, Super Administrators and Administrators see all.

On leads you do not own, email and phone are masked, for example s***@gmail.com or +971 5X XXX XX12, unless your role may view unmasked details. Full details show on the page of your own leads. Every unmasked view of someone else’s lead is recorded. Search on email or phone is exact: type the full address or number.

Who changes a lead

A lead is changed by the person holding it, by anyone while nobody holds it, by the managers of its department, and by people whose role may change leads held by others (Super Administrators, Administrators and Managers by default). Anyone else who sees it, through the permission to see every lead, sees it read-only: no status or holder change, no activity or follow-up, and no deal, lease or listing from it.

There are no edit locks. If someone changed the lead’s status or holder after you opened its page, your save is refused with who changed it and when, and the page shows the lead as it is now. A change made by someone other than the holder is marked on the timeline and in the audit log. Your company’s own systems, through the API, are not held by this rule.

A CSV export of leads needs its own permission, contains only the rows you may see, and downloads through a link valid for 15 minutes.

Repeat enquiries, consent and spam

• A new lead with the same email or phone as a lead from the last 30 days is linked to it and shown as a repeat enquiry. Leads are never merged by themselves.
• Every website lead carries consent: the version of the privacy wording the person accepted, when, and in which language. Consent versions are kept under Settings, CRM, Consent versions; a manual enquiry is refused while there is no current version.
• Website forms are checked before anything is stored: a Turnstile challenge, a hidden honeypot field and rate limits. A submission that fails is never saved. Anything that still gets through, mark as Spam.
• New leads are announced in the app: a count beside Leads in the sidebar and the dashboard’s attention list. Emails name a lead by its reference only, and each person chooses them under Notifications in their account menu.
• Leads with no activity for your company’s retention period (24 months by default) are anonymised automatically: personal fields, timeline text and task text are wiped, and the lead stays counted.

Contacts

A contact is one record per person, whatever brought them: an enquiry, an owner record, a stay, a lease, a deal. A new lead, owner or stay finds its person by email first, then by phone (an email belongs to one person; a phone may be shared), and otherwise creates one. Nothing already on the record is overwritten. A person’s roles (enquirer, owner, guest, lease holder, prospect) are read from their records.

The Contacts list is masked, and search is exact: an email, a phone, or a contact’s or lead’s reference (CT-XXXXXXXX). A contact’s page opens with a header card: their name, reference and language, their roles, when they were last active, how to reach them (call, WhatsApp, email, or masked with the fresh-code link), and Log activity and Add a follow-up. Below it, the page lists their records, open follow-ups and timeline. Full email and phone show for the people of your own leads; otherwise they need the unmasked-view permission and a fresh code, and each view is recorded. You see on a person’s timeline only the entries of records you may open.

Correcting an email or a phone. On a person’s page, someone who may edit contacts and sees the person’s details in full (the people of their own leads, or anyone after a fresh code) changes their email and phone as well as their name and language. An email that another person already has is refused, since one email is one person, and a person keeps an email or a phone. The change is recorded in the audit log with the field names only. An enquiry’s own copy of what it received, its consent proof, is never changed.

Tasks and activities

Every lead, contact, owner and deal has a timeline, newest first. It shows what you logged and what happened by itself: received, assigned, status changes, queued, sent back to the queue, escalated, task done, with who and when.

• Log activity records a note, call, meeting, message or email, never dated in the future, with an optional next step that becomes a task. On a lead or a deal of a board with its own list (see Pipelines), What happened offers that list instead.
• Set a meeting on a lead opens Add a follow-up with its kind set to a meeting.
• Add a follow-up plans a task: kind (follow_up, call, meeting, other), priority (normal or urgent), title, note, the day it is due (a calendar opens) and, if it matters, the time it is due, typed as 00:00 with AM or PM, and the assignee.

Tasks is one list for follow-ups and the holiday homes’ check-ins and check-outs. You see your own tasks and the tasks you gave others; the view-all permission shows everyone’s. Whose narrows the list to your own or to those you gave. Urgent tasks come first. “Mark done” and “Reopen” sit on the task’s page. A lead’s next action is its earliest open task: the Leads list shows its kind and date, and a filter finds open leads without one.

The Follow-ups list’s header starts with the Kind list (all kinds, or one). Click a follow-up or a viewing anywhere (a list, a record’s tab, My work) to edit it in a window over the page you are on; Save there reloads the page, and Ctrl-click or Open the full page opens it on its own. Its About column shows how many records a task is about: click it, or the row’s arrow, to open them under the row, each with its reference, its name and an eye for its quick view. The Contacts list starts with the Role list and shows each person’s roles. Above the Follow-ups list, a strip shows your follow-ups by status (open, done) in the colours of their labels, then all follow-ups and, of the open ones, those overdue, due today, due in the next 7 days, urgent, and yours. Each opens the list filtered to it.

Deals, pipelines and stages

A deal is a person’s piece of business moving through a pipeline. It has a reference (DL-XXXXXXXX), a pipeline and stage, the person, the property, the owner, who handles it, the department, a value and currency, commission, probability (its stage’s unless you set one), an expected close and notes. When you add a deal or a lease, its person is chosen, never typed: search the people you may see by name, email, phone or reference (each shows as name, reference and roles, with no email or phone), or press Add a person to enter a name with an email or a phone; the person is found by email, then phone, or created, and chosen for you. From a lead or a deal, the field starts on its person.

“Create a deal” on a lead opens the deal form filled from the lead’s person, property and the board its answers route to; the deal keeps the lead it came from and the lead’s status does not change. A leasing deal offers “Create a lease”; an owners deal that came from a listing request offers “Create a listing” through that lead. An owners deal also offers “Create the owner”: the owner form opens filled from the deal’s person (their email and phone by the usual rule for seeing a person’s contacts), and the owner is linked to the deal when saved. When an owner with that email already exists, the deal is linked to them instead. The owner’s documents are then asked from the owner’s page (see Property management).

A deal moves between stages in any direction, with Move on its page; each move is kept with when and by whom. Its status (open, won, lost) follows the kind of its stage. Winning or losing is moving to a won or a lost stage; a lost deal may keep a reason from your list. Majali warns but never refuses: no value, no reason, a leasing deal won without its lease, a closed deal reopened.

Everyone with the view-all permission sees every deal; others see the deals they handle and those of the departments they manage. Viewings follow their deal.

A deal’s page opens on the same kind of card as a lead’s: its title, status, pipeline and stage, its value and when it should close, how to reach its person, who handles it, and whether it is late or idle. Its buttons start with Move while it is open (Create a lease once a leasing deal is won), then Mark won, Mark lost, Plan a viewing, Log activity and Add a follow-up; the rest are under ⋯. You change who handles it and its department right there on the card. Its details stay below to edit. On a sales or leasing deal, the owner is the owner of the chosen property: choose the property and its owner shows at once; only a deal that brings in a new owner has its own Owner choice.

Above the Deals list and the board, a strip shows your deals by status (open, won, lost) in the colours of their labels, then all deals, the value of the open deals, the deals won this month (against the same days of last month, with the value won), the win rate of the last 90 days and the open deals you hold. Each opens the view you are on, filtered (won and lost deals open the list, since the board shows only open ones).

Export to Excel on the Deals list (with the permission to export reports) makes a workbook in the background and places it in Downloads: a sheet for each pipeline with the deals you may see, and a Summary of the deals and their value in each stage. The people’s emails and phones are masked unless they are yours or you may see them.

Who changes a deal or a viewing

A deal is changed by the person handling it, by anyone while nobody handles it, by the managers of its department, and by people whose role may change deals handled by others (Super Administrators, Administrators and Managers by default). Anyone else who sees it sees it read-only: no edit, no move, no activity or follow-up, and no viewing, lease or owner from it. Its card on the board stays where it is. A viewing is changed by the person showing it, or by anyone who may change its deal.

As with leads, there are no edit locks. If someone changed the deal’s stage or handler after you opened its page, your save is refused with who changed it and when, and the page shows the deal as it is now. A change made by someone other than the handler is marked on the timeline and in the audit log. Your company’s own systems, through the API, are not held by this rule.

Pipelines

Settings, CRM, Pipelines holds your company’s own pipelines: a name in every language, a purpose (leasing, sales, owners, other), idle days, and stages. Each stage has a name in every language, a kind (open, won, lost) and a probability. Drag stages into order, then save. A pipeline or stage that holds deals is archived, never deleted. A region’s starter pack may seed pipelines (Abu Dhabi’s seeds Leasing, Sales and Owner acquisition), which you rename or change freely.

Each board also says what it does with its leads:

• Open a deal for each new enquiry: a lead your choices route to this board opens its deal by itself, at the stage the choice names (else the first open stage), handled by the lead’s holder. Off until you tick it.
• Buttons on its leads: which of Create a lease, Create a deal and Create a listing its leads offer. Untick what this team never does from a lead.
• Documents to collect on its leads: offered first when someone adds a document to a lead.
• What happened, on its leads and deals: the board’s own list for Log activity, in every language, in place of note, call, meeting, message and email. An entry may move the deal to a stage: logging “Projection sent” can move it to “Financial projection sent”. The move is recorded as one made by the person who logged it.

A lead is on the board of its newest open deal, else on the board its answers route to.

Lost reasons

Settings, CRM, Lost reasons is the list offered when a deal is lost: a key, a name in every language and an order.

The board

The Deals list and the board are two views of the same deals, each with the Pipeline list first in its header (the list can also show all pipelines): the icons beside Filters switch between them, and both have the search box and the same filters (who holds the deals, their department, those needing attention or past their expected close), kept when you switch. The board shows one pipeline at a time, chosen in the Pipeline list at the start of its header: a column per active stage and a card per open deal with the person’s name, a Late or Idle badge when it applies, its reference and property, the expected close, its probability as a bar, the initials of who handles it and the value. The eye on a card opens the deal’s quick view in a side panel, with an Edit button for those who may change it. If your role may change pipelines, drag a column by its grip to reorder the stages, and use Add column, at the end of the board, to add a stage (a name in English and Arabic, and a probability if you want one); it goes before the won and lost stages. Drag a card to another column to move the deal, or use the stage choice and Move button on the card. Both record the move exactly as the deal’s page does.

Sales and leasing

To see only sales or leasing deals, filter the Deals list or the board by purpose; the menu has no separate Sales or Leasing section. Each pipeline has a purpose (sales, leasing, owners or other), and the Pipeline list at the start of the header switches between them. When a leasing deal is won, its page offers Create a lease, filled from the deal’s property, person and value, so the lease starts where the deal ended.

Viewings

A viewing is scheduled on a deal with “Plan a viewing”: the property, when, and who shows it. Afterwards it is marked done, with feedback and the person’s interest (low, medium, high), cancelled, or no-show. Each viewing has a reference (VW-XXXXXXXX). Upcoming viewings show on My work.

Above the Viewings list, a strip shows your viewings by status (planned, done, cancelled, missed) in the colours of their labels, then all viewings, those planned today and in the next 7 days, those to record (their time has passed and nobody recorded how they went), those done this month (against the same days of last month) and yours. Each opens the list filtered to it.

My work

My work is one page with a card for each part across the top: its name, how many items wait in it (in red when some are late) and a short summary. Click a card to open its part; the open one is outlined. The parts are:

• your leads waiting for their first answer, with the time left or how late they are;
• your tasks: overdue, today, the next seven days, urgent first; and under Given by me, the open tasks you gave others, with who has each;
• your departments’ queues, with “Take” on each lead (shown without the person’s details);
• your viewings today and upcoming, and viewings to record;
• your open deals past their expected close, or idle longer than their pipeline’s idle days;
• your owners deals whose owner has every required document approved, ready to list;
• for managers: escalated leads and each member’s open leads.

“Today” is your company’s own day. The badge beside My work in the sidebar counts overdue tasks, leads past their first-answer target and viewings past their time that nobody has recorded. The dashboard’s attention list shows the same items company-wide to those who may see them.

Next steps

• Your first lead: the first minutes with a new enquiry.
• Properties: listings, areas and the website.