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Home Builder CRM and ERP Solution
A CRM, website and ERP that follow a new home from a buyer's first search through the sales office and into construction.
Business goals
The client builds and sells new homes in many communities at once, to first-time buyers, move-up families, active adults and luxury customers. A sale can begin with a website search and take months to reach closing, passing through sales agents, design consultants, lenders and construction teams. The client needed a website that produced qualified interest, a CRM that kept buyers from slipping away, and an ERP to run the operational side of building.
Project overview
Hexagon delivered the website, CRM and ERP as connected parts of one operation. Buyers search communities, floor plans and move-in-ready homes online and book tours. Those requests reach sales agents in the CRM with the buyer's interests attached. Once a home is sold, the ERP gives operations teams a place to manage lots, jobs, suppliers and costs without rekeying the sale.
Challenges faced and solved
A home sale is long, personal and expensive, and it passes through many hands before anyone gets keys.
Helping buyers narrow a huge choice
With many communities, plan types and price bands on offer, shoppers can get lost fast. A buyer who can't find a likely home in minutes will go look at another builder.
We built search around how buyers actually think: life stage, county, price, plan type, bedrooms and square footage, plus inventory homes ready for move-in.
Keeping long sales cycles alive
Many buyers need months before they commit, often because they have a home to sell or a rate to watch. Without follow-up records, a warm prospect simply disappears from the sales office.
We gave sales agents a CRM with each buyer's saved interests, tour history and next steps, so follow-up continues however long the decision takes.
Handing a sale over to operations
Once a contract is signed, details such as lot, plan and selected options have to reach the people building the home. Retyping them is where expensive mistakes get made.
We connected the CRM and the ERP, so a sold home carries its lot, plan and options into the operations record.
Seeing costs across many active jobs
A builder with homes under way in many communities has crews, suppliers and materials moving daily. Without connected systems, cost overruns show up after the money has been spent.
We built ERP records for jobs, purchasing and suppliers, so managers can compare committed cost against budget while the home is still being built.
Features
| Feature | Description |
|---|---|
| Home buyers | |
| 1. Community Search | Buyers browse communities by county and see nearby trails, parks and other reasons to live there. |
| 2. Floor Plan Library | Plans are filtered by type, bedrooms and square footage, including ramblers, two-story homes, townhomes and cottages. |
| 3. Move-In-Ready Inventory | Buyers on a tight timeline can see homes that are finished or nearly finished, instead of assuming every home is a long build. |
| 4. Buyer Path Pages | First-time, move-up, luxury and 55-plus buyers each get a starting point written for them. |
| 5. Home-Finding Quiz | A short questionnaire suggests likely communities and plans and gives the sales team a sense of what the buyer wants. |
| 6. Tour Scheduling | Buyers request a model home visit online, turning casual browsing into a named sales opportunity. |
| 7. Payment Calculator | A monthly payment estimate helps buyers test a price band before they talk to a lender. |
| Sales team | |
| 8. Lead Capture and Routing | Web inquiries and tour requests enter the CRM and go to the right community's sales agent. |
| 9. Buyer Profile | Each record keeps the buyer's price range, preferred communities, plans and visit history. |
| 10. Follow-Up Reminders | Agents get prompted on next steps, which keeps long-cycle buyers from going quiet. |
| 11. Sales Pipeline | Buyers move through stages from first inquiry to contract, so managers can see what's likely to close by community. |
| 12. Realtor Records | Outside agents who bring buyers are recorded on the opportunity, so credit is clear and those relationships stay healthy. |
| 13. Lot and Plan Reservation | Sales staff record which lot and plan a buyer has chosen, helping prevent two buyers being promised the same home site. |
| Operations and construction | |
| 14. Job Records | Each sold home becomes a job carrying its community, lot, plan and selected options. |
| 15. Option Selections | Choices of flooring, cabinetry and finishes made with design consultants stay attached to the job, so the build reflects what the buyer picked. |
| 16. Purchasing and Suppliers | Purchase orders and supplier records live in the same system, tied to the job they belong to. |
| 17. Budget and Job Cost | Managers compare budgeted cost with committed and actual cost for every home under way. |
| Marketing and management | |
| 18. Website Content Management | Staff update communities, plans, events and catalogues without waiting on a developer. |
| 19. Warranty Requests | Homeowners submit warranty questions through the site, and those requests stay linked to their home's record. |
| 20. Management Reports | Leaders see traffic, leads, sales and job status across communities in the reports they use to plan. |
How the platform is put together
Each layer has one job.
The result
The client's buyer journey and building operation now connect from the first website visit through to the job record. Sales and operations no longer depend on retyped details to stay in step.
| Area | Before | After |
|---|---|---|
| Finding a home online | Buyers needed staff help to narrow the choices | Self-service search by life stage, county, price and plan |
| Lead follow-up | Interest tracked differently by each sales office | Web inquiries and tours flow into one CRM |
| Sale to construction | Sold-home details passed along by hand | Lot, plan and options carried from CRM into the ERP |
| Job costs | Costs pieced together across separate records | Budgets, purchasing and suppliers tied to each job |
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
Buyers reach the sales team after narrowing down what they want.
Long-cycle buyers stay on an agent's list until they decide.
Options and lot details reach the job record without being retyped.
Managers can act on a cost problem while the home is still being built.
Conclusion
Selling a new home takes months, and building it takes many more decisions after the contract is signed. Hexagon connected the three systems that this journey depends on: the website where buyers begin, the CRM where sales staff win them, and the ERP where operations deliver. The client's teams now share one thread of information from first click to job record. If your homebuilding business is running sales and construction on disconnected tools, tell us where it hurts. We'd be happy to talk it through.
Talk to us about your projectRelated services: CRM development · ERP development · custom software development
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