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CRM and Email for a Mountain Community
A CRM with built-in email for a private mountain community, where a homesite sale can take many conversations and several visits.
Business goals
The client is a private residential and club community in the mountains, selling custom-home sites and existing residences to affluent second-home buyers. These decisions are slow and personal. A prospect may request a brochure, take a tour, go silent for a season and come back ready to build. Real estate and membership inquiries also arrive through different doors. The client needed a CRM that kept that long history together, and a way to email prospects without leaving it.
Project overview
Hexagon delivered a CRM with an emailing option built in. Inquiries, brochure requests and tour bookings become prospect records with a full contact history. Sales staff see what each person asked about and when they last spoke. From the same system, staff can write to one prospect or send a campaign to a chosen segment, and every message stays on the record, so the next conversation picks up where the last one ended.
Challenges faced and solved
Luxury property buyers take their time, and a forgotten conversation can cost a very large sale.
Long, quiet buying cycles
A second-home buyer might visit one summer and not call again until the following year. Unless someone can see that earlier history, the sales team starts over, and the buyer feels forgotten.
We kept every inquiry, visit and note on one prospect record, so a returning buyer is greeted by someone who already knows the conversation.
Several doors for inquiries
Prospects may contact real estate sales, ask about club membership, or fill in a web form. Separate lists mean one family gets two unrelated replies, or a warm contact falls between desks.
We brought those inquiries into one CRM with an interest type on each record, so staff can see the whole relationship before responding.
Email living outside the sales record
When outreach runs from individual inboxes or a separate mailing tool, nobody sees what a prospect has already been sent. Messages get repeated, and a personal tone is hard to keep up.
We built the emailing option into the CRM, so individual messages and campaigns are both logged against the person who received them.
Sending the right news to the right people
A note about remaining custom-home sites means little to a current owner, and a club event invitation may not suit a new inquiry. One list sent to everyone quickly wears out goodwill.
We added segments based on interest, stage and past activity, so each message reaches people who have a reason to care about it.
Features
| Feature | Description |
|---|---|
| Sales team | |
| 1. Prospect Records | Each person or family has one record with contact details, interests, notes and a full timeline. |
| 2. Inquiry Capture | Web form submissions and phone inquiries enter the CRM with their source recorded, so none depend on one person's inbox. |
| 3. Interest Tracking | Records show whether someone is asking about a homesite, an existing residence or membership, which sends them to the right conversation. |
| 4. Tour and Visit Log | Requested and completed visits are recorded with dates, because a past visit changes how a follow-up should sound. |
| 5. Brochure Request History | Staff can see what materials a prospect asked for and when they were sent. |
| 6. Sales Pipeline | Prospects move through stages from first inquiry to reserved or closed, giving a clear view of live opportunities. |
| 7. Follow-Up Tasks | Agents set a date for the next contact, even a year out, and the CRM brings it back when it is due. |
| 8. Assigned Owner | Each prospect has a named sales contact, so buyers deal with someone who knows them. |
| Marketing staff | |
| 9. Segmented Lists | Lists are built from interest, stage and activity, instead of being kept by hand in spreadsheets. |
| 10. Email Campaigns | Staff write and send announcements and seasonal updates directly from the CRM. |
| 11. Reusable Templates | Approved layouts keep messages looking consistent for a brand where presentation matters. |
| 12. Unsubscribe Handling | Opt-outs are recorded on the contact, so people who have asked to stop receiving email are left out of future sends. |
| Sales leadership | |
| 13. One-to-One Email Logging | Personal messages sent from the CRM appear on the prospect's timeline, so colleagues can pick up a conversation with full context. |
| 14. Campaign History | Managers can see which campaigns went to whom, which avoids repeat sends and over-contact. |
| 15. Pipeline Reports | Reports group prospects by stage, source and sales contact to support planning. |
| 16. Inquiry Source Reports | Leaders can see where serious prospects first came from, which helps guide future marketing. |
How the platform is put together
Each layer has one job.
The result
The client's sales conversations and email outreach now sit in one place. Staff can see each prospect's history, and what they were last sent, before they make contact again.
| Area | Before | After |
|---|---|---|
| Prospect history | Details spread across desks and inboxes | One timeline for each prospect |
| Inquiries | Different lists for different questions | All inquiries in one CRM, marked by interest |
| Email outreach | Sent outside the sales record | Sent from the CRM and logged on the contact |
| Audience selection | Broad lists maintained by hand | Segments built from interest and stage |
How we took it from idea to launch
Good software follows a process. Here are the six stages, and what happens in each one.
Discovery & Requirements
Goal: Define the product vision, target audience and core business requirements.
Key activities- Stakeholder interviews
- Market and competitor research
- Defining user personas
- Drafting technical specifications or a Product Requirements Document (PRD)
Design (UX / UI)
Goal: Create an intuitive user experience and visual interface.
Key activities- UX design: information architecture, user flows and wireframes
- UI design: high-fidelity mockups and interactive prototypes in Figma or similar tools
- Design system: colors, typography and component libraries
Development: Frontend & Backend
Goal: Build the functional application using agile sprints.
Key activities- Backend: set up databases, design APIs (REST, GraphQL), implement server logic, and configure authentication and authorization (OAuth, RBAC)
- Frontend: build responsive interfaces and connect components to backend APIs
- Version control: manage code through Git and GitHub
Security & Optimization
Goal: Harden the application against vulnerabilities and boost performance.
Key activities- Security: address the OWASP Top 10, including injection, XSS and CSRF, enforce encryption in transit and at rest, and implement rate limiting
- Optimization: code splitting and lazy loading, database indexing, API caching and load testing
- QA and testing: unit, integration and end-to-end tests
Beta Release
Goal: Deploy to a controlled group of real users to catch edge-case bugs and gather feedback.
Key activities- Set up staging and production CI/CD pipelines
- Launch a closed or open beta with real users
- Monitor errors through observability tools
Public Release (Launch)
Goal: Roll the software out to the general public.
Key activities- Final production deployment
- DNS configuration
- Marketing and onboarding rollout
- Post-launch performance and security monitoring
Business benefits
Sales staff know the history before they pick up the phone.
Follow-up dates keep slow buyers on the list across seasons.
Messages go to people whose interest and stage fit the content.
Anyone covering for a colleague can see what has already been said.
Conclusion
Selling property in a private community depends on memory: who visited, what they loved, what held them back. Hexagon gave the client a CRM that holds that memory, with email inside it, so outreach and sales history stay together. A buyer who returns after a long silence meets a team that already knows the story. If you sell high-value property or memberships and your prospect history lives in inboxes and spreadsheets, we'd enjoy hearing how your team works. Get in touch and let's talk.
Talk to us about your projectRelated services: CRM development · custom software development
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