This is a dashboard for our client showcasing sample deals they have in their pipeline providing deal transparency.
Client Snapshot
- Industry: Real Estate (Residential Brokerage & Property Management)
- Location: Harlem, New York City
- Founded: 1925 (100-Year Legacy)
- Target Audience: Homebuyers, sellers, investors, and Harlem community stakeholders
- Project Goals:
- Modernize internal operations
- Improve lead generation and tracking
- Increase social media visibility
- Preserve and amplify legacy through storytelling
Overview
After 100 years of shaping Harlem’s housing legacy, ESRA Realty found itself at a crossroads. Known and respected in the community, the firm had relied heavily on word-of-mouth and goodwill. But as the digital landscape evolved—and with a centennial celebration on the horizon—the leadership team made a pivotal decision: transform ESRA into a modern, media-savvy real estate powerhouse.
Enter the new system: a CRM dashboard, a live deal tracker, a landing page for event lead capture, and an automated email follow-up system—all tailored to bring visibility, efficiency, and modern engagement to every level of the company.
The Problem: Reputation Without Reach
For decades, ESRA Realty sustained success through reputation.
But the digital gap was real:
- No structured CRM system
- No email automation for client engagement
- No marketing analytics or lead tracking
- A nearly silent social media presence
The team knew that in today’s market, being great wasn’t enough—being visible, proactive, and data-driven was non-negotiable.
Key Deliverables
- Real-time CRM dashboard
- Automated event follow-up system
- Lead capture landing page
- Social media relaunch with content calendar
- Deal tracker for company-wide transparency
Screenshot showing the automated confirmation and lead tracking system
Buyer / Seller Pipeline to illustrate the deal tracking feature in real time
General Contact List
The Solution: CRM, Content, and Clarity
Working with JFP Studios, ESRA launched a gradual rollout of an integrated CRM platform and new content strategy.
Key elements included:
1. Real-Time CRM Dashboard
- Tracks buyer and seller leads by pipeline stage
- Shows value of current opportunities and conversion rates
- Enables at-a-glance access for all team members via mobile or desktop
2. Event Follow-Up Automation
- 34 contacts captured within days of rollout
- 22+ panel ticket confirmations auto-tagged and sorted
- Automated email confirmations sent upon signup
3. Landing Page Lead Capture
- Clean user interface for collecting attendee information
- Triggers email workflows for future outreach
The Outcome: Aligned, Activated, and Accelerating
What once lived only in Ramona’s memory bank and Russell’s oral history is now digitized, searchable, and scalable. With every lead tracked, every event optimized, and every social post driving interaction, ESRA Realty is no longer playing catch-up.
The firm is now:
- Operating with organizational transparency
- Converting events into long-term relationships
- Building a sustainable digital pipeline for the next 100 years
In short: ESRA Realty isn’t just celebrating the past—they’re building the future of Harlem real estate.
