How Decimal Point Analytics Made Salesforce Work for a Leading Real Estate Developer

Installing a great piece of software does not mean you will get great results. As the old Samurai saying goes,“The sword is only as strong as the hand that wields it”.

The Challenge: A CRM System That Didn’t Deliver

We found such a case at a leading Mumbai based developer, which had implemented Salesforce to get a unified CRM view a couple of years ago. However, once the data started flowing in, the company found the implementation was saddled with several issues. It was not able to get several of the results it wanted from Salesforce. Someone had done a poor job of Salesforce implementation.

Based on an employee referral, the real estate major called Decimal Point Analytics (DPA) for help. The initial diagnostic exercise revealed several lacunae:

• Incomplete & inconsistent lead data: Leads from multiple sources lacked critical fields like name and contact details, making customer journey tracking difficult.
• Disconnected call logs: Telephonic interactions were not linked to the lead lifecycle, leaving early touchpoints isolated from site visits and bookings.
• Data redundancy & weak relationships: Excessive data stored in the Site Visit object caused silos and poor relational integrity, impacting reporting and analytics.
• Underutilized master data: Hierarchical structures for projects, towers, and units existed but were not fully leveraged, limiting drill-down capabilities and inventory insights.
• Manual booking updates: Booking data was updated manually from SAP, causing delays and reducing real-time visibility. Missing fields for channel partner brokerage eligibility added compliance risks.

The Solution: Salesforce Re-architected for Real Estate

To address these challenges, DPA proposed a comprehensive restructuring and optimization approach. The key changes we made were:

• Redesigned Salesforce architecture for 10 key objects to improve visibility, traceability, and automation.
• Established strong relationships among leads, opportunities, site visits, and properties for seamless customer journey tracking.
• Reconfigured existing workflows and triggers to align with the new structure, reducing manual effort and improving accuracy.
• Introduced new automations for real-time dashboards and scheduled data refreshes to enhance performance monitoring.
• Cleaned and standardized historical data for consistent reporting and reliable KPIs across legacy and new records.
• Added missing SAP fields to Salesforce for better KPI computation and system synchronization.

The Result: Data-Driven Visibility and Faster Sales

The client now has a streamlined, integrated Salesforce setup enabling real insights, accurate reporting, and improved operational efficiency. Their team can access insights that they were previously unable to.. For example, a basic drill down like project → tower → building → floor → unit was not possible, since data tables were not talking to each other, and limiting the depth of sales and inventory analytics. They are able to have a consistent customer view across channels, like website, then site visit, office visit and also link the customer to the project and unit type they showed interest in. This allows for better decision making, faster sales and better customer satisfaction.

Why DPA Succeeded: Expertise Beyond Implementation

It wasn’t just because of our Salesforce implementation experience. To be honest, DPA is relatively new in its journey as a Salesforce implementation partner. What truly drove the success of this project was our deep expertise in data. With over 20 years of experience in analytics and data management, DPA has a far better understanding of how to leverage data effectively than most typical Salesforce implementation firms. This expertise is what set us apart, and it’s why the client chose us. As a result, we were able to deliver a highly successful outcome.

Conclusion: Data-First Thinking Unlocks CRM Success

The success of this transformation underscores a vital truth, technology delivers value only when data is structured, connected, and actionable. At Decimal Point Analytics, our focus on data integrity and intelligent automation ensures that platforms like Salesforce truly empower business growth rather than just record it.
To explore how our Salesforce CRM Support Solutions can help your organization achieve similar results, visit our Salesforce CRM Solutions -https://decimalpointanalytics.com/partners/salesforce