Imovex (formerly ImmoFlow) – CRM-first SaaS for real estate operations
CRM, WhatsApp and voice with assisted activation and controlled rollout
Multi-tenant SaaS for real estate teams, with controlled onboarding, CRM-first self-serve, assisted WhatsApp activation and billing tied to plans, limits and usage.
Context and objective
Multi-tenant SaaS for real estate teams, with controlled onboarding, CRM-first self-serve, assisted WhatsApp activation and billing tied to plans, limits and usage.
I repositioned the former ImmoFlow into Imovex's current offer: a multi-tenant SaaS centered on CRM-first self-serve, with assisted WhatsApp activation and voice capabilities at the tenant level. The platform already supports controlled production use, with CRM live, billing and usage visibility per company, validated WhatsApp session persistence and Twilio handling live calls with callback reconciliation. The launch positioning is deliberately honest: ready for assisted onboarding and tenant-by-tenant smoke tests, without presenting channels that are still under controlled rollout as if they were fully open.
The challenge
The core challenge here was not just building a polished interface. It was designing a flow that fit the real business context, reduced operational noise and turned a fragmented process into something clearer, faster and more reliable.
That usually means aligning customer service, decision-making, record keeping, automation and follow-up under one coherent logic. In other words: making the product support the operation, not the other way around.
The solution
I repositioned the former ImmoFlow into Imovex's current offer: a multi-tenant SaaS centered on CRM-first self-serve, with assisted WhatsApp activation and voice capabilities at the tenant level. The platform already supports controlled production use, with CRM live, billing and usage visibility per company, validated WhatsApp session persistence and Twilio handling live calls with callback reconciliation. The launch positioning is deliberately honest: ready for assisted onboarding and tenant-by-tenant smoke tests, without presenting channels that are still under controlled rollout as if they were fully open.
CRM-first self-serve with assisted onboarding and positioning that matches the current product
WhatsApp validated in production, with completed pairing and persistent sessions per tenant
Twilio voice already handling live calls with callback reconciliation and operational visibility
Billing foundation with plans, top-ups, usage visibility and company-level limits
Multi-tenant architecture ready for controlled activation, onboarding checklists and tenant smoke tests
Real impact
CRM-first reduces friction in onboarding and activation
WhatsApp and voice already operate in controlled production
Tenant billing reinforces the SaaS model with stronger operational discipline
Technology
My responsibilities
- Defined the go-to-market approach around CRM-first self-serve plus assisted WhatsApp activation
- Designed the multi-tenant full-stack architecture, including CRM, channels, billing and onboarding
- Implemented critical flows for login, offer routing, onboarding and tenant operations
- Validated WhatsApp and voice channels in controlled production
Gallery
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Final CTA
If you want to build something like this or reorganize an operation that still depends too heavily on manual work, overloaded customer service or a confusing interface, this is exactly the kind of project where I usually create the most value.