HOOCRM — Real Estate CRM Platform
Private full-stack CRM built for a Dubai brokerage — listings, leads, deals, broker tools, internal chats, and portal integration.
Overview
Freelance full-stack CRM for House of Orange Real Estate. Covers the complete brokerage workflow: portal listing sync, lead and deal pipelines, broker tools, internal communications, permissions, admin settings, off-plan project management, DLD cold-calling, owner lookup, and inventory.
Role
Freelance Engineer
Period
May 2026 – Present
Category
CRM Platform
Status
Private
The Problem
House of Orange needed an internal platform built around their actual workflow — not a generic CRM adapted for real estate. They needed portal listing sync, a deal pipeline their brokers would actually use, internal communications, and UAE-specific tooling like DLD cold-calling progress tracking, owner lookup, and off-plan project management all in one place.
Approach
Built a Next.js 14 full-stack application with a modular feature structure — each area (listings, leads, deals, chats, tools) is a self-contained module sharing a single Neon PostgreSQL database. Role-based access controls what agents, managers, and admins can see and do across every module.
Architecture
Next.js 14 Full-Stack
Unified application using Server Components for data-heavy views and Client Components for interactive pipeline, chat, and table features. Neon PostgreSQL with raw tagged-template SQL and a self-healing schema via initSchema on boot.
Role-based Permissions
Granular access model: admins configure role permissions and per-user overrides. Every API route checks permissions before returning data. Agents see only their assigned records; managers see team-wide.
Document Generation
react-pdf for RERA A2A, NOC, Tenant Profile, and Offer Letters. pdf-lib for EJARI coordinate overlay on official government PDFs. Generated documents stored in Cloudflare R2 with signed URL access.
Portal Integration
Bayut and Property Finder integration for listing syndication — create, update, publish, and unpublish from inside the CRM. Field-level sync with portal-specific formatting handled per portal.
Key Features
Listings & Portal Sync
Sell, rent, and off-plan listing types. One-click publish to Bayut and Property Finder. Portal health status visible per listing. Full edit history and change approval flow.
Lead & Deal Pipeline
Multi-stage deal pipeline from initial enquiry through to closing. Broker assignment, activity timeline, notes, and audit log per lead and deal. Source tracking across all inbound channels.
Broker Tools & Documents
Document generation suite: A2A agreements, NOC, EJARI tenancy contracts, Tenant Profile, and Offer Letters — all pulling live deal data. Broker-facing tools for daily workflows.
Internal Chats
Real-time internal messaging between team members. Channel-based and direct messaging with notification routing and admin visibility controls.
Off-plan, Projects & Developers
Off-plan inventory management with developer and project records linked to listings. Developer contact management and project status tracking.
DLD Database & Owner Lookup
DLD cold-calling module with contact lists, call progress tracking, and outcomes per record. SOSVOID Dubai property owner lookup with credit tracking and audit log.
Inventory & Admin
Company-wide property inventory with per-record ownership masking. Admin settings for team structure, permissions, portal credentials, and system configuration.
Technology Stack
Engineering Challenges
Modular Permissions Across Many Features
With 7+ distinct modules each having their own data and operations, a per-route permission check would be repetitive and inconsistent. Built a centralised permission resolver that maps role + module + action to allow/deny, reused across all API routes.
Portal Field Divergence
Bayut and Property Finder have different field names, required fields, and accepted value formats for the same listing data. Built per-portal transform layers that map the CRM canonical listing format to each portal's expected payload.
Outcome
Live internally for House of Orange Real Estate. The full brokerage workflow runs through the CRM — listings, leads, deals, communications, portal publishing, and compliance documents in one platform. Currently in maintenance and being scaled for team growth.