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How to design lead management and long-term follow-up for new construction sales using EMOROCO CRM Lite for construction companies and design firms.

Hello, this is Matsubara, CRM Evangelist.

"It takes an average of one to two years from the time we start looking for land until construction begins. During that time, communication often stops, and before we know it, another company has been chosen."

"The customer information from the tour was left in Excel, and no one followed up on it."

"A customer who had turned us down five years ago started considering our services again due to a change in their life stage, but no one had contacted them."

This is a phrase I hear repeatedly from sales representatives and representatives of construction companies, house builders, and architectural firms.

Sales in the new housing and construction sector is one of the industries in Japan with the longest sales cycles.
The process from finding land to design, construction commencement, and completion takes an average of 1 to 3 years.
There are limits to managing such a long timeframe based on the "memory and intuition of the person in charge."

EMOROCO CRM Lite manages these "long-term business negotiations" through a system, enabling follow-up design to prevent competitors from gaining the upper hand.

Organize the timeline for new home sales.

Before designing the CRM, let's organize the typical sales flow for new construction projects.

[Standard timeline for new construction sales]

Contact point (site visit, referral, request for information)
　↓ Several weeks to several months
Hearing about area, budget, and requirements
　↓ Several weeks to several months
Searching for land (skip if already purchased)
　↓ Several months to over a year (maximum waiting period)
Planning and design proposals
　↓ Several weeks to several months
Quotation and contract negotiation
　↓ Several weeks
Start of construction
　↓ 3-6 months
Completion and handover
　↓ Long term
Alumni support (10, 20, and 30 years)

The most crucial phase in this timeline is the waiting period for "land searching."
If contact is lost during this period, which can range from several months to over a year, the employee will go to another company.
The core of our new construction sales CRM is a design that "maintains relationships even while waiting."

Field Design – 14 fields specializing in the construction industry and design offices.

field name Types Message
emotional temperature Selection Red = Hot / Orange = Warm / Blue = Cool / Light Blue = Cold
Sales negotiation phase Selective (BPF) Initial contact → Consultation → Land search → Planning → Estimate → Contract → Commencement of construction → Completion
Last contact date Date The starting point of the entire workflow
Purchase method Selection Custom-built homes / Spec homes / Renovations / Design only
Land conditions Selection Owned / Searching / Area decided / Purchased
Preferred area text Desired area, station, school district, etc.
budget range Selection ~3000 million / 3000-4000 million / 4000-5000 million / 5000 million ~
Desired floor plan and style text Single-story house, 2LDK, natural style, Japanese modern, etc.
Family structure text Number of children, plans to live with parents, etc.
Start date of consideration Date When did you start considering building a house?
Desired move-in date Date By when do you want to move in? (Understand the timeline of the negotiation)
Reason for attending Selection Open House / Introduction / Web / SNS / Flyer / Other
Competitive landscape text Comparison with other companies, such as "I'm undecided between this company and Company A."
Narrative text "The wife takes the lead," "The children's school district is the top priority," "We had to give up on this before," etc.

Business Process Flow (BPF) – Design for the Construction Industry

[Phase Design for New Construction Sales BPF]

Phase 1: Initial Contact
　Completion conditions:
　□ Registration of name, contact information, and reason for visit
　□ Interview regarding desired area, budget range, and family structure
　□ Initial setting of emotional temperature
　□ Appointment for next contact or reservation for visit

Phase 2: Hearing (Details)
　Completion conditions:
　□ Fill out and register the request hearing sheet
　□ Check the condition of the land
　□ Confirm your desired move-in date
　□ Understanding the competitive landscape
　□ Record family priorities in a narrative.

Phase 3: Land search (longest phase)
　Completion conditions:
　□ Setting up a GIS map for your desired area
　□ Setting up monthly follow-up workflow
　□ Start of land information sharing
　→ This phase is the longest and carries the highest risk of losing the deal.

Phase 4: Planning and Design Proposal
　Completion conditions:
　□ Plan proposal based on your requests
　□ Confirmation and correction of exterior and floor plan
　□ Records of meetings regarding equipment and specifications

Phase 5: Quotation and Contract Negotiation
　Completion conditions:
　□ Submission of quotation
　□ Record of responses to competitive comparisons
　□ Explanation to decision-makers (both spouses) completed.

Phase 6: Contract
　□ Conclusion of a contract for work
　□ Confirmation of the start date of construction

Phase 7: Commencement of work to completion
　□ Regularly submit progress reports
　□ Completion inspection and handover completed

Phase 8: OB Follow-up
　□ Setting up 1-month, 6-month, and 1-year inspections
　□ Setting the timing for requesting referrals

Workflow Design – 8 Ways to Maintain Long-Term Business Deals Through a System

Workflow ①: Follow-up for 48 hours after initial contact (most important)

Trigger: 48 hours after initial contact (entered in the visit history field)

Action: Create a task for the person in charge
"It has been 48 hours since the initial contact with {customer name}."
　I'll send a thank-you message by the end of today.
　
　Reason for attending: {Reason for attending}
　Desired area: {Desired area}
　Budget range: {budget range}
　
　The message reads, "Thank you for coming."
　A simple comment asking for their impressions of the tour is sufficient.
　"We will not engage in any sales pitches."

Many customers visit multiple companies at housing exhibitions and open houses, so the company that contacts them within the first 48 hours creates a positive impression of being considerate.

Workflow ②: Monthly follow-up during the land search period (supports the longest possible period)

Trigger: Phase = "Land search" × 30 days have passed since the last contact (repeat)

Action: Create a task for the person in charge
"This is the monthly follow-up day for {Customer Name}'s land search."
　Please contact me this week.
　
　Last contact date: {Last contact date}
　Desired area: {Desired area}
　Emotional temperature: {emotional temperature}
　Competitive situation: {Competitive situation}
　
　Example of message content:
　- If you have any land information in your desired area, please share it.
　- Checking on the current status of your land search.
　• Casual conversation-based communication
　　(Not just about housing,
　　　(Listening to stories about their lifestyle, hobbies, and family)
　
　No hard selling. The goal is to maintain the relationship's momentum."

Monthly follow-up during the land search period is the most important aspect of new construction sales CRM design.
The shortest path to securing a contract is to be remembered as "a company that contacts you naturally once a month."

Workflow ③: Proactive alert when emotional temperature drops below cool.

Trigger: Emotional temperature changes to "cool" or below.

Action 1: Create a task for the person in charge.
"Customer {Name}'s emotional temperature has cooled down."
　Please contact me this week.
　
　Last contact date: {Last contact date}
　Phase: {Sales Negotiation Phase}
　Competitive situation: {Competitive situation}
　
　If you are looking for land:
　"We have received information about a good plot of land."
　Prepare a specific reason for contact.
　Start with casual conversation to gauge the level of interest."

Action ②: Notify manager
"Customer {Name}'s emotional state has become cooler."
　Phase: {Sales Negotiation Phase}
　Please consider escalating the issue."

Workflow ④: Alert 6 months before desired move-in date (calculated backward from construction start date)

Trigger: 6 months before the desired move-in date

Action: Create a task for the person in charge
"There are 6 months until {Customer Name}'s desired move-in date."
　Since it usually takes 3 to 6 months from the start of construction to move-in,
　We need to move forward with the proposal for the contract by the end of this month.
　
　Current phase: {Dealing Phase}
　Emotional temperature: {emotional temperature}
　
　If the phase is 'land search' or 'interview'
　Should I propose a more realistic revision of the desired move-in date?
　Please consider the stages that facilitate decision-making."

Workflow 5: Planning Phase Stagnation Alert

Trigger: Phase = 30 days have passed since "Planning and Design Proposal"

Action: Create a task for the person in charge
"The planning phase for {customer name} is
　More than 30 days have passed.
　
　Please check the reason for the stagnation:
　Are you not satisfied with the plan?
　Are you having trouble adjusting the budget?
　Are you comparing us to your competitors?
　Are there differing opinions within the family?
　
　Narrative: {narrative}
　
　Consider a simultaneous approach to the decision-makers (husband and wife).

Workflow ⑥: Progress reporting during construction (maintaining relationships with the client)

Trigger: Phase = "Start of construction to completion" × 2 weeks have passed since the last contact date.

Action: Create a task for the person in charge
"We have not received any contact from {Customer Name} for two weeks since construction began."
　Please provide a progress report on the construction.
　
　We recommend reporting the situation on-site with accompanying photos.
　The phrase, "This is the situation at the site today,"
　We will greatly alleviate our customers' concerns."

Workflow 7: Post-completion follow-up (inspection and design review)

Triggers: Phases = 1 month, 6 months, and 1 year after "completion" (sequentially)

Action: Create a task for the person in charge
"{N} years have passed since the completion of {Customer Name}'s project."
　Please send us a notice regarding the inspection and check on the current status.
　
　Confirmation items:
　・How is the living environment? Are there any problems you are experiencing?
　Are there any questions you have about how to use the equipment?
　- Have there been any issues with dealing with neighbors?
　
　If your emotional temperature is hot/warm:
　"To convey the request for an introduction in a natural way."

Workflow 8: Annual follow-up to revive lost or long-dormant customers

Trigger: Phase = "Lost deal" or more than one year has passed since the last contact.
　　　　　(Confirmed all at once every January)

Action: Create a task for the person in charge
"More than one year has passed since our last contact with {customer name}."
　Please consider contacting me as a New Year's greeting.
　
　Reason for losing the deal (if any): {narrative}
　
　Changes in life stages (job change, child's school enrollment,
　(Parents living together/rental contract renewal)
　It may be time for a re-evaluation.
　No sales pitches. Just checking in on your current situation."

A typical pattern in the housing industry is for a customer who was lost five years ago to resurface when they want to build a house before their child starts elementary school.
A yearly review can lead to securing orders five years later.

Utilizing GIS maps – sharing land information in your desired area via maps.

EMOROCO CRM Lite's GIS map allows you to view customer preferences and the current distribution of potential customers on a map.

[GIS Map Utilization in Construction and Design Offices]

- Display the desired area of ​​potential customers on a map.
　→ To understand "how many customers want the same area."

- Using color-coded pins to represent emotional temperature
　You can see at a glance which customers you should follow right now on a map.

- Display the addresses of completed projects for past clients on a map.
　→ Explanatory material demonstrating "We have a track record of construction work in this area."

- Can be used to plan visitor attraction for tours and site open houses in the same area.

Summary: From "waiting until the land is decided" to "nurturing the relationship until the moment the land is decided."

The most common reason for losing a deal in new construction sales is that "communication ceased during the land search period, resulting in the client choosing another company."

EMOROCO CRM Lite's monthly follow-up workflow structurally prevents the biggest cause of lost deals: "communication breaking down."
By maintaining natural contact once a month without any sales pitches, we build up a positive memory of "that company always cared about us," and become the first company they call the moment they decide on a plot of land.

First, start by setting the emotional temperature level for all prospective customers and establishing a Business Process Flow (BPF) for each sales phase.
The moment you see how many customers are in the "land search" phase, you can see the need for monthly follow-up through numbers.

Furthermore, Arcus Wellform, a subsidiary of Arcus Japan, also handles real estate sales and brokerage, so we can assist you with finding land or properties!
https://wellform.arcuss-japan.com/realestatesolutions/

Click here for a 30-day free trial of EMOROCO CRM Lite.
Digitalization and AI Implementation Subsidy 2026 Compatible Tool Number: DL07-0022934
Product Info:https://www.emoroco.com/

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Person who wrote this article
Shinsuke Matsubara

Arcus Japan Representative Director / CRM Consultant
Click here for detailed profile
He has worked as a system engineer, architect, and consultant at Accenture and other companies, an evangelist at Infragistics (Microsoft MVP for Dynamics CRM (now Microsoft MVP for Business Solutions)), and a solutions specialist at Microsoft (in charge of Dynamics CRM products).He currently leads a service team specializing in CRM, supporting CRM implementation and business launches for companies of all sizes.At the same time, he works as a CRM evangelist, spreading the idea of "true" CRM through events and article contributions.
Having learned CRM at Accenture, and having advocated and globally popularized CRM 2.0 (platform-based CRM) at Microsoft, he is a legitimate successor to CRM and the longest-serving active CRM expert (CRM consultant/CRM doctor), having received an award at Worldwide.
Since then, as a leading expert in CRM who advocates CRM 3.0 (Personalized CRM) and CRM 4.0 (Creative CRM), he has been interviewed and received numerous awards both domestically and internationally from publications such as The Wall Street Journal, Newsweek, TIME, WORLDCOM, Mainichi Shimbun (Weekly Economist), and Nippon Cultural Broadcasting. He has also been selected as a representative company of the Kansai business community by "Keizaikai" for four consecutive years.
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