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RealtyShares is a prime real estate investment platform in the U.S. It is used by investors who are looking to invest in the real estate market as well as for investment managers who are seeking to raise capital. What makes RealtyShares amazing is the ‘access’ it provides, both to investors and those looking for investment. All investment activity happens through the RealtyShares platform thus making the whole process efficient and seamless.


RealtyShares knew that it catered to the commercial Real Estate market which was equivalent in size to the stock exchange in terms of value. They contacted Rolustech in 2015 when they needed to implement a powerful CRM solution which would be completely molded according to the business processes and serve as a backend solution for their real estate investment platform. Their existing CRM Insightly was unable to cater to their growing demands.  Rolustech knew that a highly adaptable CRM platform was needed and chose Sugar which could be customized and integrated with other applications to make it a robust CRM system for RealtyShares.


  1. Lead Management Solution including Lead Capture and Validation
  2. Account and Contact Modules’ Customization according to RealtyShares workflows
  3. A complete Document Management system
  4. Integration between Sugar and for secure document management
  5. Creation of Deals and Properties inside the CRM
  6. Setup and hosting on RealtyShares on-site server


First of all, Rolustech implemented complete lead management system which was in sync with the RealtyShares website. There were three channels through which a lead could be entered in Sugar. The CRM would automatically capture leads from the website forms via Web API. Secondly, RealtyShares’ analysts could import leads from MS Excel spreadsheet and lastly, the leads could also be manually created by the analysts. Once the lead entered into the system, it was categorized into one of the 5 types of leads in the system: Sponsors, Investors, Broker, Financial Institution and Other.

Another important feature of the lead management system was that it carried out several checks to qualify quality leads from the invalid ones. If a valid lead was submitted, the system checked for duplicates inside Sugar and an email was generated to the designated analyst. If the submissions were valid but the information was incomplete, an automatic response was generated from the CRM to the person who submitted the information.

Once the lead was created in the system, the process of Accounts and Contact management began. The analyst would check the lead according to the lead qualification criteria. If all the checks were passed, an account would be created as either a person or an institution. If the analyst wanted to decline the lead, a pre-filled response template would appear in the system which could be sent to the lead. Otherwise, the analysts would simply click on the Create Entity button provided in the CRM. Similarly, at least one contact would also be created in the system. Every time a lead was converted into a contact, the system automatically notified the relevant analyst to whom the Account was assigned.  

Sending and receiving documents was an integral part of the envisioned system. In the provided solution, the analyst could send the required forms to be filled to the clients and an automatic email with custom subject heading was generated to them with all the files chosen as attached documents. When the documents were returned from the client’s end the analyst could review them inside the CRM and change their status to “on-boarded”. Moreover, the system was integrated with cloud storage solution in which all the documentation would be managed and securely stored.

A separate Deals module was created in the system to handle the deals related to multiple Accounts, Contacts and Properties. When a deal was created by the user it was dealt as an opportunity with one of the two types: Debt or Equity. If the deal was accepted, a property was created against the deal. All the properties were also handled inside a custom Properties module which was developed inside Sugar.

Once the system was completely developed, Rolustech deployed it on RealtyShares On-site server along with all the configurations which were needed to give them a fully functional CRM.


Overall, the customized solution aptly mirrored the exact process of RealtyShares. The system managed everything from the creation of lead on the website and creation of accounts and contacts in the system to creation of deals and properties against every investor in the system. Moreover, the integration with ensured that all the sensitive financial information was stored securely in the system which gave separate permissions to users who could access it.

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