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Sena Development: Real Estate CRM and AI Development for Sales Teams

A property developer talks to prospects across several projects and many channels, and a decision can take months. When the details live in spreadsheets and chat threads, the sales team spends more effort finding information than acting on it. For Sena Development (sena.co.th), Haliviq built a CRM that brings leads, projects and follow-ups into one place, then added AI development to take some of the repetitive work off the team. We built it in phases with the people who use it. This page summarizes the deliverables, the way we worked and the technology behind it.

Industry

Real Estate

Platform

Web-based CRM + AI modules

Year

2025

Services

2

Services Provided

CRM System DevelopmentAI Development
Sena Development

Project Objectives

  • Consolidate leads and contact history from multiple channels into one system.
  • Give the sales team a clear view of each opportunity and the follow-up it needs.
  • Separate data by project and user role, so each team sees what is relevant to it.
  • Track units and sales-related data by project, instead of keeping a flat list of contacts.
  • Use AI to reduce repetitive work and help the team act faster on the data already captured.
  • Leave the in-house team able to run and improve the system after handover.

What We Delivered

  • A custom CRM system for real estate sales operations
  • A lead database with contact history and sales-stage tracking
  • Project, unit and sales-related data management
  • Role- and team-based access control
  • AI modules supporting analysis and repetitive team tasks
  • Training for the sales users on the new system
  • Documentation and handover so the in-house team can run the system

How We Built It

1

Understand the sales process

We interviewed the team to map the buyer journey from first interest to decision and to find where information gets lost today. That map became the basis for the CRM's stages.

2

Design the data model and workflows

We defined the lead, project and follow-up models before development, so the system matches how the team works. It is easier to change a diagram than a database.

3

Build the CRM

We developed it in phases, with the team trying early versions and giving feedback. This avoids a single handover at the end where surprises are expensive.

4

Develop and integrate AI

We added AI capabilities on top of the data the CRM captures. They are scoped to assist the team, not to replace human judgment.

5

Handover and iteration

We delivered documentation, trained users and set up a path for continuous improvement. The system is expected to change as the sales process does.

Technology & Tools

Custom web-based CRM, built around the developer's sales processNext.js and TypeScript front endAPI and relational database, holding leads, projects, units and activityRole-based access control (RBAC), separating data by project and roleAI and LLM modules for analysis and repetitive tasksCloud hosting and data backup

Results

  • Lead and follow-up data now lives in one system instead of being scattered.
  • The sales team has clearer visibility of opportunity status and pending work.
  • Each project team accesses data according to its role.
  • AI modules help reduce repetitive work for the team.
  • The in-house team can run and extend the system using the handover material.

FAQ

Short answers about this project.

Property sales involve multiple projects, units and long decision cycles, so the system tracks buyers by project and sales stage instead of as a flat contact list.

AI supports data analysis and repetitive team tasks, working on the data the CRM already holds. It is designed so people make the final call.

Different teams and projects should see different data. Role-based access keeps each person's view relevant and limits exposure of information they do not need.

Early versions let the sales team try the system and give feedback while changes are still cheap. It makes the final system closer to how people actually work.

The in-house team can, with the documentation and training we provide. We also set up a path for continued improvement if the sales process changes.

Yes. The architecture and delivery approach can be tailored to each organization's sales process after a joint discovery phase.

Read the Full Case Study

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