Role of Digital CRM Tools in Enhancing Customer Engagement in Indian Real Estate Firms: A Case Study Approach

Abstract

The Indian real estate sector has undergone significant transformation due to rapid urbanization, increased competition, and rising customer expectations. In this dynamic environment, customer engagement has emerged as a critical success factor for real estate firms. Digital Customer Relationship Management (CRM) tools have become essential in managing customer interactions, improving communication, and fostering long-term relationships (Payne & Frow, 2005; Buttle, 2009). This study examines the role of digital CRM tools in enhancing customer engagement in real estate firms in India. Using a mixed-method research design that combines empirical analysis with case studies, the study evaluates how CRM technologies influence customer interaction, personalization, trust, and satisfaction. The findings reveal that effective adoption of digital CRM tools significantly improves customer engagement and provides real estate firms with a sustainable competitive advantage.

Introduction

The Indian real estate sector is increasingly adopting Digital Customer Relationship Management (CRM) tools to enhance customer engagement, operational efficiency, and competitive advantage. Traditional transaction-focused approaches are shifting toward relationship-oriented strategies, leveraging digital platforms for lead management, personalized communication, and real-time analytics across the pre-sales, sales, and post-sales stages.

Key Findings:

• CRM Tools Adopted: Centralized platforms, mobile CRM apps, automated messaging, social media/WhatsApp integration, AI chatbots, and analytics dashboards.

• Customer Engagement Impact: Enhanced responsiveness, personalization, transparency, trust-building, and post-sales support.

• Case Studies:

  • Large-scale firms (Marathon Realty): Enterprise CRM with multi-channel integration improved response time, coordination, and booking conversions.

  • Mid-sized firms (Archiz Solutions’ client): Mobile-accessible CRM and automated follow-ups boosted conversion rates by 30% and reduced administrative effort by 40%.

  • Emerging firms (Sobha Realty-like): AI-driven chatbots and lead scoring enabled 24/7 personalized engagement, faster responses (40% improvement), and stronger customer trust.

Challenges: High costs, lack of technical expertise, resistance to change, and data security concerns can hinder CRM adoption. Mitigation strategies include phased implementation, vendor-supported training, incentivized adoption, and compliance with data privacy regulations.

Implications: Effective digital CRM adoption directly improves customer engagement and satisfaction, while tailored tools according to firm size (enterprise dashboards, mobile solutions, AI-enabled automation) provide measurable business benefits. The study highlights that automation, analytics, and personalization are critical for competitive advantage in the Indian real estate market.

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Conclusion

Digital CRM tools have emerged as transformative drivers in the Indian real estate sector, significantly enhancing customer engagement across firm sizes from large-scale developers like Marathon Realty to mid-sized regional players and emerging AI adopters. By integrating features such as centralized lead management, automated multi-channel follow-ups (SMS, WhatsApp, email), real-time dashboards, and AI-powered personalization, these tools address pre-adoption pain points like data fragmentation, delayed responses, and manual inefficiencies, fostering seamless interactions throughout the customer lifecycle. CRM enhances customer satisfaction and trust. The study contributes to both academic literature and managerial practice by highlighting the strategic importance of digital CRM in the real estate sector.

References

[1] Archiz Solutions. (2025). Real estate CRM improved lead management. https://archizsolutions.com/real-estate-crm/ [2] Buttle, F. (2009). Customer relationship management: Concepts and technologies (2nd ed.). Butterworth-Heinemann. [3] Kumar, V., & Reinartz, W. (2012). Customer relationship management: Concept, strategy, and tools (2nd ed.). Springer. [4] Marathon Realty. (n.d.). Mumbai-based real estate company switches from Salesforce to Zoho CRM. Zoho. Retrieved January 24, 2026, from https://www.zoho.com/crm/customers/marathon-realty.html [5] Paramantra. (n.d.). Real estate CRM solution case study. https://paramantra.com/real-estate-crm-solution-case-study/ [6] Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167–176. https://doi.org/10.1509/jmkg.2005.69.4.167 [7] Salesforce. (2024). Vijay Raja Homes: 50,000 customers by 2025. https://www.salesforce.com/in/customer-success-stories/vijay-raja-homes/ [8] Sobha Realty. (2018). Godrej Properties hopes to provide differentiated customer experience using chatbots. Express Computer. https://www.expresscomputer.in/magazine/godrej-properties-hopes-to-provide-differentiated-customer-experience-using-chatbots/ [9] Verhoef, P. C., & Lemon, K. N. (2013). Successful customer engagement: Prerequisite and result of successful customer relationships. Journal of Service Research, 16(2), 1–5. https://doi.org/10.1177/1094670512459695 [10] Zoho. (n.d.). Marathon Realty case study. https://www.zoho.com/crm/customers/marathon-realty.html

Copyright

Copyright © 2026 Dr. Yogesh Khandre, Ms. Nilam Kumbhare. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.