Rhome – Real Estate SaaS CRM Design and Development – MVPfy

Rhome – Real Estate SaaS CRM Design and Development

Rhome is a SaaS-based Customer Relationship Management (CRM) platform tailored for real estate agencies.

Positioned at the intersection of proptech and enterprise software, it streamlines how real estate professionals manage leads, properties, clients, and deals in a single web application. The project was designed in Figma by Jibon Rifat and Mohima Haque Sristy.

Strategy UX, SAAS, CRM

Client Rhome

Budget NA

Behance

The Challenge

Real estate agencies operate in a high-stakes, relationship-driven environment. Yet most of them rely on fragmented tools — spreadsheets for leads, email threads for client communication, and separate portals for property listings. This creates:

Data silos — no unified view of a client’s journey from lead to close
Lost opportunities — follow-ups missed due to poor pipeline visibility
Inefficient workflows — agents switching between multiple tools daily
Poor reporting — managers lack real-time performance insights

Generic CRMs like Salesforce or HubSpot are too broad and complex for smaller or mid-sized real estate agencies that need domain-specific features out of the box.

Design Goals

Build a real estate-first CRM with relevant entities: properties, listings, agents, and deals
Create a clear, scannable dashboard that gives managers and agents instant situational awareness
Design intuitive pipeline management so no lead falls through the cracks
Ensure the UI feels modern and trustworthy — befitting a premium SaaS product
Deliver a scalable design system that can grow with the product

Design Process:

1. Research & Discovery

The designers started by studying the workflows of real estate professionals — understanding the difference between what a sales agent needs daily versus what an agency owner needs strategically. Key personas were identified: the Field Agent, the Sales Manager, and the Agency Admin.

Competitive analysis was conducted against tools like Propertybase, Follow Up Boss, and LionDesk to identify gaps — particularly in dashboard clarity and mobile-friendliness.

2. Information Architecture

The IA was structured around five core modules:

Dashboard — high-level KPIs and activity overview
Leads & Contacts — pipeline and client management
Properties — listing management with status tracking
Deals — transaction stages from negotiation to closing
Reports & Analytics — performance metrics for agents and managers

3. Wireframing & Iteration

Low-fidelity wireframes were explored in Figma to validate the navigation structure and content hierarchy before moving into high-fidelity. Multiple iterations were done on the dashboard layout to balance data density with visual clarity.

4. High-Fidelity Design

The final screens were crafted with a polished, modern SaaS aesthetic — leveraging a structured design system with consistent components, spacing, and color tokens.

UI/UX Decisions

1. Visual Style

Rhome uses a dark-accented, professional color palette — likely a deep navy or neutral dark base with vibrant accent colors (e.g., teal or indigo) for CTAs and status indicators. This conveys trust, professionalism, and focus — qualities important in a financial and legal domain like real estate.

2. Typography & Spacing

Clean sans-serif typography with clear hierarchy ensures that data-heavy screens (like the dashboard and reports) remain readable and uncluttered. Generous spacing between components prevents cognitive overload.

3. Dashboard Design

The dashboard is the heartbeat of Rhome. Key decisions include:

KPI cards at the top for at-a-glance metrics (active leads, deals closed, revenue pipeline)
Charts and graphs for trend visualization (monthly performance, conversion rates)
Recent activity feed so agents always know what’s pending
Agent leaderboard to drive performance visibility

4. Navigation

A left-side fixed navigation pattern was chosen — standard for SaaS dashboards — keeping primary sections always accessible without interrupting the content area. Icons with labels reduce ambiguity.

5. Component Consistency

A reusable component library was built — buttons, form fields, modals, tables, badges, and cards — ensuring visual consistency across all 11+ screens and making the design scalable for future features.

6. Status & Feedback

Lead and deal statuses are communicated through color-coded badges (e.g., New, In Progress, Closed, Lost) so agents can triage their pipeline at a glance without reading every row.

Features & Screens

Based on the 11 design screens in the project, Rhome likely covers:

Screen	Purpose
Landing / Login	Branded entry point for the SaaS product
Main Dashboard	KPIs, charts, activity summary
Lead Management	List/kanban view of all leads with filters
Lead Detail	Individual lead profile, history, and notes
Property Listings	Grid/list of properties with status tags
Property Detail	Full listing info, linked agent, and deal status
Deals Pipeline	Kanban-style deal stages
Contacts / Clients	CRM-style contact management
Agent Management	Team overview with performance stats
Reports & Analytics	Visual performance reports
Settings	Account, team, and notification preferences

Results & Impact

While quantitative metrics aren’t publicly disclosed for this concept project, the design delivers strong outcomes across key UX measures:

Efficiency — Agents can manage their entire workflow from a single interface, eliminating tool-switching and reducing time-to-action on leads.

Clarity — The dashboard-first approach ensures both agents and managers always have the visibility they need, reducing the reliance on manual reporting.

Scalability — The component-driven design system means new features can be added without visual inconsistency, making this a production-ready foundation for an actual SaaS product.

Market Fit — By targeting the underserved mid-market real estate agency segment with a domain-specific CRM, Rhome fills a genuine gap between generic CRMs and expensive enterprise real estate platforms.