- STOREYS.COM - A La Une - 18/Jun 13:17

Insider: Are Your Tech Stacks Vertically Integrated? They Should Be

It wasn’t long ago that new development sales teams operated like high-stakes air traffic controllers — armed with Sharpies, whiteboards, and color-coded spreadsheets. Launch weekends meant rooms full of paper suite requests, staff scribbling updates by hand, and runners physically checking which units were still available. If you were lucky, someone was updating an Excel spreadsheet in real time. If you weren’t, the wrong unit got double-sold.Today, it’s a different world. Technology has fundamentally reshaped how new development projects are marketed, sold, and managed. Developers and sales agencies know that launching a successful project isn’t just about location or design, it’s about having the right systems in place to capture demand, convert interest into sales, and manage everything in between.A vertically integrated tech stack creates efficiencies, empowers the sales team, engages buyers, and informs data-backed decisions at every step. With the right systems in place, developers and sales teams can launch with confidence and optimize the sales strategy from launch day to delivering homes.In this article we break down what that tech stack looks like — and why it matters more than ever. CRM: From Rolodex to Relationship EngineA decade ago, most teams tracked brokers and leads in Excel. Notes were stored on sticky pads or buried in email threads. It worked… until it didn’t. Brokers slipped through the cracks. Teams had no visibility into activity. And post-launch reporting? A nightmare.Today, at the core of any strong sales program is a robust CRM giving developers and sales directors full oversight. This is the central hub where lead data lives, allowing you to track every interaction, conversation, and opportunity. For new development projects, a good CRM should include customizable pipelines, agent assignment, automated follow-ups, and real-time reporting. It should also integrate seamlessly with marketing tools and third-party platforms. Need to know which brokers submitted the most suite requests, or which leads clicked through your latest email? It’s all there — instantly.What to look for:Lead tracking by source and statusAutomated email/text workflowsCustomizable tagging and segmentationSales agent performance trackingLead Management: No More Missed ConnectionsIn the old system, leads came in from all directions — via email, walk-ins, landing pages — and someone had to manually input them into a central sheet. Response times lagged and leads went cold.The top of the funnel is where momentum begins. Developers invest heavily in lead generation through advertising, social media, and broker outreach. A lead management system ensures those leads are captured accurately, qualified properly, and routed to the right salespeople.The right lead management system will ensure no one falls through the cracks. The system qualifies them, assigns them to the right team member, and triggers personalized follow-ups within minutes. Some platforms even track lead source and engagement history, giving you a clear picture of where your marketing dollars are paying off. What to look for:Lead source and form integrationsLead scoring and qualification toolsMulti-channel lead capture (email, web, walk-in, QR codes)Speed-to-lead alerts and assignment workflows Tim Ng, Founder and CEO of ADHOC Studio and BLACKLINEInventory Management: Goodbye, Spreadsheet ChaosRemember those binder-sized spreadsheets taped up on the sales office wall? If one person missed a price update or forgot to mark a unit as sold, it threw the whole launch off.A smart inventory management system gives your team complete visibility into unit status — what’s available, what’s on hold, and what’s firm. It allows for pricing adjustments, hold expiries, and exception handling, all without the chaos of spreadsheets.Robust inventory management platforms offer real-time visibility into pricing, availability, and unit status across all stakeholders. You can set permissions and control the flow of information to different teams while tracking every change along the way.What to look for:Real-time unit availabilityAutomated hold timers and notificationsPrice updates by unit or batchCustomizable sales rules and permissionsSales Management: The Digital Deal Sales launches used to involve a flurry of handwritten suite requests, and long chains of approvals before a deal was firm. Deals were tracked on paper. Internal communication happened via text or phone.Managing a sales program at scale, especially during high-demand launches, requires a digital command centre. A centralized sales management platform acts as your digital launch HQ. Sales reps can present real-time inventory, submit suite requests, manage holds, and process deals — all within a single interface. Brokers can log in to see what’s available, submit offers, and get real-time updates.What to look for:Digital purchase requests and deal submissionIn-platform communication tools (chat, notes, alerts)Digital signing integrations (e.g. DocuSign)Broker and agent dashboards with real-time availabilityImmersive Gallery Tech: From Floorplans to Full-On ExperiencesPhysical sales galleries used to be static: a few printed renderings, a model suite (if space allowed), and maybe a few screens with looping video. Buyers had to visualize what didn’t yet exist.Sales galleries have evolved beyond model suites and printed floorplans. Today’s buyers expect immersive, interactive experiences that bring the project to life. These technologies don’t only enhance the buyer experience but also enable smaller, more flexible gallery footprints — and the potential for remote or pop-up activations.From interactive masterplans, searchable inventory, and 3D floorplans, buyers can walk through virtual suites or explore amenity spaces through immersive technology. What to look for:Interactive touchscreens with real-time inventory3D floorplans and virtual walkthroughsAugmented reality experiencesDigital master plans with unit-level interactivityAll of these tools are powerful on their own, but the real magic happens in integration.When your CRM talks to your inventory tool, and your lead management system feeds your sales dashboard, you eliminate silos. Your team becomes more responsive. Your brokers feel more supported. And your buyers? They experience something few competitors can offer: a seamless, modern, and data-driven path to ownership.It’s no longer about having one or two digital tools. It’s about building a vertically integrated tech stack that works together, keeps your project on pace, and gives your team the competitive edge.______________________________________________________________________________________________________________________________This article was produced in partnership with STOREYS Custom Studio.