The CRM realtors stopped replacing with a notebook
Clients, deals, tasks, calendar and analytics in one workspace — narrow on purpose, so an agent can run it on day one without an administrator behind them.
Scenarios, information architecture, prototypes and the visual system.
Clients, tasks, calendar, reminders and reports.
Key scenarios work at the desk and at a viewing.
Notebook, Excel, calendar and notes, in one window.
A complex CRM loses to a paper notebook, and it loses in the first week.
The CRM ships inside the BAZA platform but answers to its own audience. Universal systems assume a thirty-person sales floor and an administrator to keep them running. A solo agent has neither.
The structure followed a sales department's process, not the way a property deal is actually closed.
A flat list never said what had been promised to whom, or what the next step on a deal was supposed to be.
Most of the day is viewings, calls and meetings — and the desktop tool did not come along for any of it.
We asked what agents kept, not what they abandoned.
Everyone we spoke to had already bought a serious CRM and gone back to paper. What survived that retreat is a short list — and it became the product's scope.
- Set-up
- An administrator configures roles, fields and funnel stages before anyone works.
- Funnel
- One section among many, opened to update a record after the fact.
- Tasks
- A flat list with a priority flag on every row.
- Reports
- A form somebody fills in at the end of the week.
- Mobile
- A cut-down viewer, for looking things up.
- Set-up
- Nobody. It has to be useful exactly as shipped, on the first deal.
- Funnel
- The desk itself — open all day, and the only place the day starts.
- Tasks
- Forty items by Wednesday, where a flag has stopped sorting anything.
- Reports
- Nothing gets filled in, so nothing gets reported.
- Mobile
- Half the working day, spent between viewings.
The funnel stopped being a section and became the desk.
Tasks, the calendar, reminders and developer offers sit around it. An agent does not open a set of modules — they see the next step on every deal.
Activity, calendar and notes down the left, tasks and reminders across the top, every client on the right as a row carrying their stage. Moving a client along that bar is the only interaction that has to be learned.
Not a longer list of tasks — a second way of reading the same one.
A list answers what to do today. By Wednesday it only shows volume. The same rows switch into a matrix, and the question changes from what to do first into what not to do personally.
Deadlines, subtask progress and priority in one row. Honest until the day gets long.
Do, plan, delegate, drop. Same rows, same data — and the quadrant an agent avoids filling is the answer on its own.
Reporting is a by-product of the working day, or it does not exist.
Agents do not fill in reporting forms; that is why they abandoned the systems they had already paid for. The call, the showing and the stage change are the only input analytics ever gets.
Users, listings and revenue assemble themselves from actions already performed. The mobile build keeps only what a viewing day needs: the client, the stage, the task, and the commitment that has not happened yet.
Fifteen screens, one working day.
Three of them are above. The rest exist because a realtor's day does not stop at the funnel.
Everything an agent opens on a normal day — and nothing that needs setting up before the first deal.
The narrow tool won, because it was narrow.
Not another big CRM but an instrument for one profession — and a realtor who can finally see their own conversion, volume and commission without assembling them.
Deals stop living in private notebooks, so the pipeline is finally something the agency can see and plan against.
One window instead of five, priorities that survive a forty-task day, and a commission figure that is never recomputed by hand.
The CRM keeps BAZA's realtors inside the platform on working days, not only when they are looking for a listing.
These are product and design outcomes. No number on this page is presented as a measured business result.
What we actually did.
CRM audit
Why agents abandoned the systems they had already paid for, and which parts of a universal CRM a single realtor never opens.
Scenarios & IA
The working day mapped first, then the structure built to match it — the funnel as the desk rather than one section among many.
Analytics design
Metrics defined from actions the agent already performs, so reporting costs nothing at the point of entry and still answers where clients are lost.
Web & mobile UI
Fifteen screens across both platforms on one visual system, designed in parallel rather than ported afterwards.