Listings are deals. Buyers are contacts. Agents collaborate on both. Tonic Desk holds the listing-side and buyer-side pipelines, signs offers and disclosures, runs drip nurture against cold leads, and keeps MLS data clean enough to act on.
A standard CRM expects Lead → Qualified → Proposal → Won. A listing is Listed → Showings → Offers → Under contract → Closed — with multiple offers stacked at the offer stage. Trying to model that in a pipeline designed for SaaS deals loses the offer ladder entirely.
The listing agent and the buyer's agent both touch the deal. Commission splits, referral fees, broker overrides — none of it lives in a generic CRM. Agents end up tracking deals in private spreadsheets, and the brokerage cannot see who is doing what until the closing statement arrives.
Offer to purchase, counter-offer, agency disclosure, lead-paint disclosure, financing addendum. Each is sent through a separate e-signature tool. The signed copies live in someone's inbox. The audit trail at closing is "let me check my email."
A buyer signs up for property alerts in March. They are not ready until October. By then, the agent has forgotten the conversation, the lead has shopped three other brokerages, and the alert emails stopped two months ago because nobody set the cadence.
Create a Listings pipeline (Pre-listing, Listed, Showings, Offers received, Under contract, Closed) with a custom Asking price field and an Offers sub-list per deal. Create a Buyer representation pipeline (New enquiry, Pre-approval, Touring, Offer pending, Under contract, Closed) keyed on the buyer. Each closed deal posts to a shared Commissions report visible to the broker.
Tag every deal with a Listing agent, Co-listing agent, Buyer's agent, and Referral agent custom field. Capture the commission percentage and split on the deal. The agent dashboard rolls up earned commission across closed deals. The broker dashboard shows GCI by office, by agent, and by source.
Build templates for the offer to purchase, counter-offer, agency disclosure, and seller's property disclosure. Generate from the deal, send for sequential e-signature (buyer first, then seller, then both agents), and the counter-signed PDF lands back on the deal record. An audit log timestamps every action — sufficient evidence for state real estate commission requirements.
When a buyer signs up but is not transaction-ready, an automation enrols them in a 12-month nurture: weekly property alerts matched to their search criteria, monthly market update, quarterly check-in from the agent. The sequence pauses if they reply, click three properties in a week, or update their search. The agent gets a task when behaviour says "now."