CRM Manager

Job Description
– CRM Manager (High-Rise Residential Projects)

Position Overview

The CRM Manager will be responsible for managing the entire customer journey — from booking to possession — ensuring a seamless, transparent, and delightful experience for all homebuyers. The role requires a professional with hands-on experience in handling high-rise apartment projects, payment milestone management, and cross-functional coordination between Sales, Finance, Legal, and Construction teams.

Reporting To

Head – Sales & Marketing / Director

Team

CRM Executives, Customer Support Coordinators

Key Responsibilities

1. Customer Lifecycle Management

○ Manage end-to-end customer interactions post-booking till possession and handover.

○ Ensure timely communication of project updates, milestone completions, and possession timelines.

○ Address and resolve customer queries, escalations, and grievances efficiently.

1. Payment & Collection Management

○ Prepare and issue demand notes and payment schedules based on construction progress and milestone completion.

○ Coordinate with Finance to track timely collections and manage payment reminders, interest calculations, and defaulters' reports.

○ Maintain reconciliation between booking advances, stage payments, and final settlements.

1. Documentation & Agreement Coordination

○ Coordinate with the Legal team for Agreement to Sale (ATS), Sale Deeds, and Registration documentation.

○ Ensure all documents are executed, notarized, and filed in compliance with RERA and company policies.

○ Maintain digitized and physical records of all customer contracts and communications.

1. Handover & Possession Management

○ Prepare possession letters, handover kits, and coordinate with the projects team for snag list resolution.

○ Manage final settlements, NOCs, and documentation for handover.

○ Ensure post-possession support and coordinate with facility management for smooth transition.

1. ERP & CRM System Management

○ Use ERP/CRM platforms (e.g., Salesforce, Farvision, Tally ERP, Propstack, etc.) for customer data, payment tracking, and communication.

○ Drive automation of communication – payment reminders, milestone updates, and receipts.

○ Generate MIS reports and dashboards on customer status, receivables, and collection efficiency.

1. Cross-Functional Coordination

○ Work closely with Sales, Accounts, Legal, and Project teams to ensure accurate and timely information flow.

○ Conduct weekly CRM review meetings with key stakeholders to monitor pending actions and resolve bottlenecks.

1. Compliance & Customer Communication

○ Ensure all customer communication complies with RERA, GST, and Company Policy norms.

○ Manage refund requests, transfer cases, etc.

1. Customer Delight Initiatives

○ Design and implement customer engagement programs, pre-possession walkthroughs, and satisfaction surveys.

○ Build a culture of proactive communication and transparency.

Key Result Areas (KRA)

KRA

Description

Weightage

1. Timely Payment Collection

Ensure 100% demand note generation as per construction milestones and minimize payment delays.

25%

1. Customer Satisfaction & Retention

Achieve defined NPS (Net Promoter Score) and close all

20%

escalations within SLA timelines.

1. Documentation & Compliance

Ensure 100% execution of Agreements, Registrations, and Possession documentation per RERA timelines.

15%

1. Cross-Functional Coordination

Ensure zero communication gaps between Sales, Finance, and Projects through weekly review tracking.

10%

1. System & Process Automation

Implement ERP/CRM modules for automation of demand notes, reminders, and receipts.

10%

1. Handover & Possession Readiness

Coordinate timely handover of units with zero pending documentation and snag issues.

10%

1. Reporting & MIS Accuracy

Maintain accurate dashboards on collection, receivables, and handover status.

10%

Key Performance Indicators (KPI)

KPI Category

Key Metric

Target / Frequency

Payment Management

% of demand notes issued on time

100% per milestone

Collection efficiency (amount collected / demand raised)

≥ 95% monthly

Average payment delay per customer

≤ 5 days

Customer Service

% of complaints resolved within SLA (48 hrs)

≥ 98%

Customer Satisfaction / NPS Score

≥ 8 / 10

Documentation

% of ATS / Sale Deeds executed within stipulated timelines

100%

% of possession handovers completed on schedule

≥ 95%

Compliance & Reporting

Monthly MIS accuracy

100%

Audit and data reconciliation errors

≤ 1%

System Implementation

CRM/ERP adoption rate by team

≥ 90%

% of automated communications enabled

≥ 80%

Technical & Behavioral Competencies

Technical Skills

● Knowledge of ERP/CRM systems (Farvision, Salesforce, Propstack, or similar real estate CRMs)

● Understanding of RERA, GST, and Apartment Sale Agreement processes

● Proficiency in MS Excel, Google Sheets, MIS reporting, and data analytics

● Experience with payment reconciliation, demand note automation, and project milestone mapping

Behavioral Skills

● Excellent communication and conflict resolution ability

● Strong coordination and multitasking skills

● Customer-centric mindset with ownership-driven attitude

● Ability to work in high-pressure, deadline-driven environments

Experience & Qualification

● Experience: Minimum 5–10 years in CRM roles for high-rise residential or mixed-use projects.

● Industry Preference: Real estate developers, large builders, or realty firms with apartment projects.

● Qualification: Graduate / MBA preferred (Marketing / Operations / Real Estate Management).