CRM Rebuild for a Dubai Real Estate Agency

The client

Meridian Properties · Real Estate · Dubai · Engagement: 10 weeks · Team: 4-person WOW pod

The challenge

Meridian’s HubSpot instance had five years of duplicated contacts, inconsistent property tags, and 14 custom fields no one remembered creating. Agents worked out of WhatsApp and personal spreadsheets because the CRM felt slower than useful. Leadership had no reliable view of pipeline, and property portal leads from Bayut and Property Finder were often followed up 24-48 hours late — well past the window that closes deals in Dubai.

What we built

WOW rebuilt the CRM from a fresh data model — properties, leads, deals, and agents as first-class objects with clean relationships. Bayut, Property Finder, and web leads flow in through n8n, get deduplicated against the historical dataset, and are scored by a model trained on two years of Meridian’s own closed-won data (budget fit, timeline signals, source quality, engagement history). High-score leads trigger an instant WhatsApp intro from the assigned agent’s number via the WhatsApp Business API, with follow-up nudges if the agent doesn’t respond within 15 minutes. A live dashboard shows the sales director conversion by source, agent, and property type.

Results

Tech stack

“We finally trust our CRM. Agents actually log in, leadership sees the pipeline in real time, and we’re closing faster than we ever have.”