Leads land in the CRM and nobody owns them
Inquiries arrive from the IDX site, portals, open houses and referrals, then wait for someone to notice. Without routing rules and an SLA clock behind them, response time is whoever happens to be looking.
Salesforce · Real Estate CRM
Propertybase gives you the real estate data model. We build the brokerage around it.
Propertybase is a real estate CRM built as a managed package on the Salesforce Platform — listings, inquiries, MLS sync and marketing in the same org as your reporting and automation. Twopir Consulting implements it, configures it around how your brokerage actually works, and builds the custom layer where configuration runs out. Listings, leads, transactions and commissions on one architecture.
3×
65%
38%
60+
Trusted by 500+ organizations — including brokerages, property managers and real estate investment groups running their operations on Salesforce and Propertybase with Twopir Consulting.
Built for Real Estate Operations
- Salesforce Partner
- Propertybase Salesforce Edition
- MLS / IDX
- Dotloop
- DocuSign
- Accounting Seed
- Residential Brokerages
- Commercial & Property Management
Why brokerages own Propertybase and still lose deals
Almost none of these are product failures. They are what happens when a capable platform is installed but never architected around the way a specific brokerage takes a listing to close. Every unowned handoff costs a deal.
MLS and portal sync runs one way, or runs stale
Listing status, price changes and media come in on a feed that nobody owns operationally. Agents work from records that are hours or days behind what the market already knows.
Listing data and transaction data live apart
The listing is in Propertybase, the deal is in a transaction platform, and the connection between them is a person copying dates. Coordinators chase status instead of managing exceptions.
Agents work outside the system they were given
When record-keeping costs more time than it saves, agents fall back to their phone, their inbox and their own spreadsheet — and the brokerage's pipeline data quietly stops being true.
Commission and back office are a separate world
Splits, referral fees and co-broke shares are recalculated by hand at month end, against deal records the finance team cannot see. Agents question their statements, and trust erodes with every cycle.
Leadership reporting is rebuilt every month
Managing brokers need to know which sources produce closings, which agents are converting and which deals are at risk. Instead they get an export that was already out of date when it was assembled.
What It Is
A real estate data model on the Salesforce Platform
Propertybase is a real estate CRM delivered as a managed package that installs into a Salesforce org. It adds objects a brokerage actually works in — Property, Listing and Inquiry — alongside MLS and IDX synchronisation, marketing automation and transaction tooling, and it inherits everything the Salesforce Platform already does for reporting, automation, sharing and governance. It is sold today as Propertybase powered by Lone Wolf, and is still widely searched under its longstanding name, Propertybase Salesforce Edition.
The data model is the part that matters. A Listing and a Property are separate records because a building and the sale of that building carry different attributes; creating a Listing creates the Property behind it. An Inquiry captures what a buyer is looking for and what they can afford, and the Listing Browser matches those criteria back against live inventory. Every one of those objects is a normal Salesforce object, which is why a brokerage can report on them, automate around them and extend them. Vendor documentation lives at help.propertybase.com.
Who it fits: brokerages, franchises and property teams with enough listing volume, office structure or reporting complexity that they need a configurable platform rather than a fixed one. If your requirements would be satisfied by an out-of-the-box agent CRM, the Salesforce Platform underneath Propertybase is capability you will pay for and not use. Twopir will say so during the audit rather than after the invoice.
Propertybase Salesforce Edition compared with the two options buyers most often confuse it with
| Propertybase Salesforce Edition | Lone Wolf's non-Salesforce CRM | Sales Cloud with no real estate layer | |
|---|---|---|---|
| Built on | The Salesforce Platform, as a managed package inside your own org | Lone Wolf's own stack — originally Propertybase GO, now listed as Lone Wolf Front Office | The Salesforce Platform, with no real estate objects installed |
| Real estate data model | Property, Listing and Inquiry ship with the package, plus MLS and IDX sync | Real estate model included, but it is not Salesforce data and does not live in your org | None — Accounts, Contacts and Opportunities have to be bent into listings and deals |
| How far it can be pushed | Full Salesforce extensibility on top of the packaged objects: fields, Flows, Apex, LWC | Bounded by the product's own configuration and API surface | Unlimited, but you are paying to build the real estate model Propertybase already ships |
| Where it fits best | Multi-office brokerages and franchises with real reporting, compliance or integration demands | Smaller teams that want the product as delivered and no platform to run | Firms whose revenue model is not listing-driven — investment, development or advisory |
Twopir implements the Salesforce Edition. If the honest answer for your firm is one of the other two columns, we will tell you at the audit — and a Sales Cloud build or a wider Salesforce for real estate engagement may be the better route.
Implement it, configure it, or build on top of it
"We work with Propertybase" hides three separate pieces of work with three separate price tags. Twopir offers all three, and the first question on a discovery call is which one you actually need.
Implement
Standing the platform up from nothing: a working Propertybase org that your agents log into on day one, with your listings, your contacts and your deal history already in it — not an empty package waiting to be filled.
- Salesforce org setup, package install and environment strategy
- MLS and IDX feed connection, mapping and first full sync
- Data migration from your current CRM with history preserved
- Users, profiles, roles and record-level sharing by office and team
- Parallel run, cutover and go-live support
Configure
Shaping the platform you already own around your operating model — the work that decides whether agents adopt it or route around it. All declarative, all upgrade-safe.
- Lead routing, assignment rules and follow-up SLA automation
- Listing and inquiry page layouts, record types and required fields
- Flows for transaction milestones, compliance tasks and alerts
- Email, landing page and drip campaign templates by buyer stage
- Reports and dashboards for agents, team leads and the managing broker
Build on
Custom development against the packaged objects, for the requirements configuration genuinely cannot reach. This is engineering work and we scope it as such.
- Apex triggers and classes on Listing, Inquiry and Contact records
- Lightning Web Components for agent and coordinator workspaces
- Custom objects for commission plans, co-broke and referral models
- REST and platform-event integrations where no connector exists
- Matching, scoring and valuation logic beyond the Listing Browser
Where Configuration Ends
The boundary is the managed package. Propertybase ships in its own namespace, so its code and components are locked — you cannot edit them, and you should not try. What the Salesforce Platform does allow in your org is substantial: custom fields on the packaged objects, validation rules, page layouts, record types, Flows, Apex triggers and Lightning Web Components built on top of Listing, Property and Inquiry. Everything inside that supported surface is configuration, and it survives a package upgrade.
Custom development starts at three predictable places: a matching or scoring rule the Listing Browser cannot express, a commission or co-broke model with no packaged equivalent, and a bi-directional sync with a system that has no connector. If a requirement is not one of those three, we will try to solve it declaratively first — clicks cost less to build and far less to own.
The six areas we actually build
These are the workstreams a Propertybase engagement is assembled from. Most brokerages need three or four of them, not all six — the audit decides which, and in what order.
Listing & Property Operations
The listing record becomes the operational spine — status, media, pricing history and market data in one place, synced rather than re-keyed.
- MLS and IDX feed mapping, deduplication and status reconciliation
- Listing lifecycle stages from coming soon through closed
- Price change, expiry and withdrawal tracking with alerts
- Media, document and marketing-asset management on the record
- Property history for comps, valuations and seller conversations
Lead Capture, Routing & Matching
Every inquiry lands in one pipeline, gets an owner within minutes, and is matched against live inventory instead of an agent's memory.
- Multi-source capture from IDX site, portals, referrals and open houses
- Round-robin, territory and click-to-claim assignment rules
- SLA clocks and escalation when a lead goes unworked
- Inquiry criteria captured properly so the Listing Browser can use it
- Duplicate detection and source attribution through to closing
Marketing Automation & Nurture
Buyers who are not ready this quarter are next year's closings. The nurture runs itself so agents spend their time on the ones who are ready now.
- Drip sequences by buyer, seller and tenant stage
- Listing alert and new-match notifications tied to inquiry criteria
- Marketing Cloud or Account Engagement where campaigns need depth
- Re-engagement journeys for cold leads and past clients
- Source and campaign attribution reported against closed transactions
Transaction Coordination & Compliance
From accepted offer to closing day, every milestone, document and deadline is tracked on the deal record — not in a coordinator's head.
- Offer-to-close workflow with stage-driven task generation
- Compliance checklists and document requirements by transaction type
- Dotloop and DocuSign integration against the listing and deal records
- Milestone notifications across agents, coordinators, clients and lenders
- Deal velocity and at-risk reporting for team leads
Commission & Back-Office Automation
Splits calculate from the closed deal record, statements generate without re-entry, and the finance team stops reconciling against a spreadsheet.
- Commission plan configuration for splits, tiers and caps
- Automated calculation triggered on transaction close
- Agent disbursement statements generated from the deal record
- Referral fee and co-broke tracking across offices
- Accounting Seed, QuickBooks and Xero integration
Brokerage Reporting & Org Rescue
If Propertybase is technically live but operationally dead, this is where we start. We diagnose and rebuild rather than reinstall.
- Pipeline, agent performance and lead source dashboards
- Architecture audit of an underperforming existing org
- Automation cleanup, data remediation and adoption fixes
- Multi-office and multi-market comparison reporting
- Ongoing optimisation as agent count and volume grow
What moves in and out of a Propertybase org
A Propertybase org is only as useful as the systems around it. Each of these is a real data relationship with a direction and a team that consumes it — not a logo on a slide.
MLS / IDX ↔ Propertybase
Listings, price changes, status and media flow MLS → Propertybase on a scheduled feed; office-originated listings flow back out. Agents and coordinators consume it.
Zillow · Realtor.com → Salesforce
Portal inquiries land as Inquiry records with the source stamped, so marketing can report cost per closing by portal rather than cost per lead.
Dotloop ↔ Salesforce
Transaction status, milestone dates and document completion sync back onto the deal record, so leadership reporting reflects the transaction platform without anyone re-keying it.
DocuSign → Salesforce
Listing agreements, buyer representation and disclosures are sent from the record and write their execution status back, so a signed agreement advances the stage automatically.
Accounting Seed ↔ Salesforce
Native to the same org, so a closed transaction posts commission and invoice records without an integration at all. Finance and operations read one set of numbers.
QuickBooks · Xero ↔ Salesforce
Disbursements, agent payables and invoices sync bi-directionally where the ledger stays outside Salesforce, so month-end close does not depend on a manual export.
Marketing Cloud · Account Engagement
Inquiry criteria and listing activity flow out to build segments; engagement and campaign response flow back onto the contact, so agents see intent before they call.
Agentforce & Einstein
Reads the same Propertybase records to score inquiries and draft follow-up, then writes activity back. Grounded in your listing and deal data, not generic model output.
Deeper integration work is scoped on its own — see revenue operations for the wider architecture, or Salesforce Agentforce for the AI layer.
Five stages, and an honest timeline
We do not quote a week count before we have seen your listing volume, your MLS feeds, your office structure and the state of the data you are moving. Stage one produces the schedule; everything after it is held against that schedule.
Operating & Org Audit
We map how a listing actually reaches close in your firm, and — if Propertybase is already installed — what is configured, what is abandoned and what agents work around. This produces the scope and the timeline.
Architecture Design
Data model decisions first: how offices, teams and agents are structured, what belongs on packaged objects versus custom ones, sharing and visibility rules, and which requirements are configuration versus code.
Build, Configure & Integrate
Package configuration, routing and workflow automation, MLS and portal feeds, transaction and accounting integrations, and any custom development — built in a sandbox and tested against real listing data before anyone sees it.
Migration, Rollout & Adoption
Data migration with history intact, then training by role — agents, coordinators, back office and leadership each learn their own workflow, not a platform tour. Adoption is a deliverable, not a hope.
Optimise & Extend
After go-live we watch what agents actually do, fix what fights them, and extend the build as offices, agent count and transaction volume grow — including through Propertybase package upgrades.
What changes when the build matches the brokerage
Two engagements, both real estate, both starting from software the client already owned. The numbers below are the ones those clients measured — scoped exactly as they measured them.
★★★★★
We had Salesforce. We had Propertybase. We had agents using three different follow-up tools. Nothing was connected, and our managing broker was flying blind. Twopir came in, mapped everything, and built a single operating model that our entire team actually uses. We went from not knowing where deals were to having a live dashboard that tells us exactly what's open, what's at risk, and what closed last week.
Director of Operations Residential brokerage — 90+ agents, 3 markets Residential
Multi-Market Residential Brokerage
Propertybase and Salesforce overhaul — streamlining property management operations.
3× Faster lead response rate
65% Reduction in manual data entry
100% Pipeline visibility for leadership
★★★★★
Commission reconciliation used to take our back office three full days at the end of every month. Agents were questioning their splits, and we had no clean audit trail. Twopir connected our deal records to Accounting Seed and built automated disbursement workflows. We now close commission statements the same day a transaction closes. The trust that has rebuilt with our agents because of that alone has been significant.
Managing Broker Commercial real estate firm — multi-office operations Commercial
Commercial Real Estate Firm — Multi-Office
Automating commission reconciliation and financial reporting against the deal record.
Same Day Commission statement generation
3 Days Saved in month-end close
0 Manual reconciliation disputes post-launch
We implement Propertybase. We do not resell it.
Twopir Consulting is a Salesforce Partner and a HubSpot Partner. Our relationship with Propertybase is that we build on it — which means we have no licence revenue riding on the answer when you ask whether it is the right platform for you.
We are Salesforce architects who know the real estate layer
Propertybase behaves like the Salesforce Platform because it is the Salesforce Platform. Sharing models, governor limits, package upgrade behaviour and reporting all follow platform rules — and that is where most Propertybase engagements go wrong.
We name the configuration boundary up front
Before the statement of work, you know which requirements are clicks, which are code, and what the second one costs. Nobody discovers "that needs custom development" in week six.
We connect the front office to the back office
Lead routing, transaction coordination and commission reconciliation are one system, not three projects. That is why an improvement in agent follow-up shows up in the commission data rather than disappearing.
We rescue orgs as often as we build them
A large share of our real estate work starts with a Propertybase org that is live and not working — low adoption, dirty listing data, broken feeds. We diagnose and rebuild the parts that matter instead of starting over.
We build for the brokerage you are becoming
Twice the agents, another market, a new transaction type. The architecture decisions we make at stage two are the ones that decide whether that is a configuration change or a replacement project.
Answers before the first call
Five things, in this order: a Salesforce org set up with the right environment strategy, the Propertybase managed package installed and its objects mapped to how your firm works, your MLS and IDX feeds connected and reconciled, your existing CRM data migrated with history intact, and users, roles and record-level sharing configured by office and team. Rollout and training follow. The audit in stage one is what produces the schedule — we do not quote a week count before we have seen your listing volume, your feeds and the state of the data you are moving.
The boundary is the managed package. Propertybase ships in its own namespace, so its code and components cannot be edited. What the Salesforce Platform does allow in your org is substantial — custom fields on the packaged objects, validation rules, page layouts, record types, Flows, Apex triggers and Lightning Web Components built on top of Listing, Property and Inquiry. All of that is configuration, and it survives a package upgrade. Custom development starts at three predictable places: a matching or scoring rule the Listing Browser cannot express, a commission or co-broke model with no packaged equivalent, and a bi-directional sync with a system that has no connector.
Yes, and that is where a large share of our real estate engagements start. An org can be technically live and operationally dead — agents working around it, listing data nobody trusts, feeds that silently stopped, automations built for a process the firm no longer follows. We audit the architecture, the data and the actual usage, then rebuild the parts that are holding the brokerage back. Starting from a blank org is rarely necessary and almost never the cheapest route.
Yes. MLS and IDX synchronisation is part of the product, and because the data sits in a Salesforce org the rest of the stack connects the way any Salesforce integration does. In practice that means portal inquiries from Zillow and Realtor.com arriving as Inquiry records with the source stamped, Dotloop transaction status syncing back onto the deal record, DocuSign writing execution status against listing agreements, and Accounting Seed posting commission and invoice records natively in the same org. Where a system has no connector, we build the integration.
No, and this is the most common confusion in a Propertybase buying conversation. Lone Wolf sells two different real estate CRMs. Propertybase Salesforce Edition — marketed today as Propertybase powered by Lone Wolf — is a managed package that installs into your own Salesforce org, so everything the Salesforce Platform can do is available on top of it. The other product line, originally Propertybase GO and now listed as Lone Wolf Front Office, runs on Lone Wolf's own stack and is not a Salesforce application. Twopir implements the Salesforce Edition. Confirm current product naming and licensing directly with Lone Wolf before you sign anything.
Propertybase Salesforce Edition runs inside a Salesforce org, so Salesforce platform licensing is always part of the total cost — it is not an alternative to Salesforce, it is an application on it. How those licences are provisioned and priced varies by agreement, and Lone Wolf sells the Propertybase side, so get both numbers in writing from Lone Wolf before you budget. Twopir does not resell either licence, which is also why we have no incentive to tell you that you need more seats than you do.
We implement Propertybase; we do not hold a reseller or partner credential with Lone Wolf and we do not claim one. The credentials Twopir Consulting does hold are Salesforce Partner and HubSpot Partner, and since Propertybase is a Salesforce application, the Salesforce credential is the one that describes the platform your build will actually live on. Licences come from Lone Wolf; the architecture, configuration and custom development come from us.
Next Step
Start with the audit, not the statement of work
Bring us a new Propertybase build, an org that never delivered, or a requirement you have been told needs custom development. We will tell you which of the three it is, and what it takes — before anyone writes a proposal.
Salesforce architecture, Propertybase delivery & real estate operations
