How Salesforce Transformed ingatlan.com’s Operations

ingatlan.com has been a key player in the Hungarian online real estate market for over twenty years. Today, more than 3 million users browse the platform each month, with 170,000 active listings available at any given time. Annually, over 100,000 private individuals and nearly 8,000 real estate agents advertise on the site daily—illustrating the scale of processes that need to be managed behind the scenes.

But how do you keep a platform of this size running smoothly? The answer hasn’t always been obvious.

The Beginning: Fragmented Systems

Before Salesforce, ingatlan.com operated with a classic “everyone uses their own tools” approach:

• Customer data managed in Excel spreadsheets
• Documents shared via Google Drive
• Email-based case management
• Personal notes and inconsistent internal systems
• Multiple, non-communicating channels

This fragmented setup caused a lot of redundant work. Information had to be entered multiple times, data was often incomplete, and tracking processes was difficult.

The Breakthrough: Implementing Salesforce

The leadership team recognized that rapid growth and evolving market demands required an integrated system. This marked the beginning of the Salesforce implementation.

The project rolled out in several phases:

1. Interviews and requirements gathering across teams
2. Gradual implementation to allow step-by-step adaptation
3. Evolutionary phase post-launch, refining workflows based on feedback

This was not just about installing new software—it represented a complete shift in mindset within the company.

What ingatlan.com Gained with Salesforce

The biggest change was the creation of a central, integrated platform, replacing many small, disconnected systems.

Key benefits:

• Unified customer database with email and softphone integration
• Faster response to changing processes
• Simplified process automation
• Robust reporting capabilities within Salesforce
• Deeper, data-driven insights with Tableau
• More effective internal communication via Slack integration

Specific functional improvements:

Service Cloud (Customer Service & Moderation)

• Email and phone case management
• Automated workflows (e.g., closing cases, sending emails)
• Deadline tracking

Sales Cloud (Sales)

• Electronic contract signing (since 2019)
• Residential complex integration
• Tracking and management of activity points

Lessons Learned from the Implementation

The ingatlan.com team highlighted several key takeaways:

• Assign clear internal ownership—someone to coordinate the project.
• Involve relevant teams—colleagues know what works in practice.
• Take time to review processes—the system is only as good as the logic behind it.
• Prioritize value-creating processes.
• Focus on actionable data—not just collecting information, but making it usable.

  Perhaps the most important motto:

  “If it’s not in Salesforce, it doesn’t exist.”

  Summary

  The story of ingatlan.com demonstrates that digital transformation is not just about new technology—it’s about rethinking operations. Salesforce has become more than a tool; it’s a solid foundation on which the company can build confidently for the long term.