Commercial real estate brokerage is a relationship business run on repeatable processes. Market reports go out weekly. Deal stages advance over months. Client touches have to be consistent without being robotic. Dochter & Alexander came to Madison Ave for the CRM layer that would automate the mechanics without flattening the relationships.
The Approach
- Process overview and scoping. Documented the end-to-end brokerage process before designing the platform. Captured the market report flow, deal stages, and client relationship cadence that make the firm’s operation work.
- Solutions scope and project plan. Built a phased Gantt so the platform came online in digestible increments, not a big-bang launch.
- Market report from Salesforce. Automated the recurring market-report flow so brokers could generate and send reports from the CRM without toggling tools.
- Process documentation. Left the team with clear how-to documentation so the platform stayed usable as staff changed.
Why It Mattered
A lot of CRM projects in commercial real estate fail because the platform forces the brokers to work for the tool. Dochter & Alexander got the opposite: a Salesforce implementation designed around how their brokers actually moved a deal, with the market-report flow automated inside it. The tool earned its place instead of demanding one.