Custom integration CRM
+ website for TopAgent

Successfully helping TopAgent to adapt to a new market by embodying its
specific needs into a custom integration of the website with the CRM solution.


PHP, Flex MLS (RETS), WordPress, social media integration, responsive design,
blog integration, custom multi-criteria search

TopAgent’s Challenges

The “exclusive representation” is the
key-differentiator for TopAgent but also the key-challenge.

The adoption of this new approach on the Romanian market is a complex process that involves a strategic approach based on two branches: training the agents and educate the customers.


By delivering a complete solution (intuitive WHISE CRM solution integrated with a presentation website plus an external Flex MLS service), we helped our client shortening the learning process for agents and increasing sales volume.


TopAgent is a real estate company from Bucharest. Its key-differentiator is the “exclusive representation”, concept that is focused on gaining customers’ trust through full transparency and clear agreements.

“Exclusive representation” was initially a product created for US buyers. Once the TopAgent owners decided to bring it to the Romanian market, they understood that they need the support of an experienced software company. Roweb delivered an end-to-end solution (a presentation website and a business solution) that responds to all TopAgent’ s specific requirements.

TopAgent’s customers’ needs & expectations

  • to be welcomed by a friendly and intuitive design;
  • to be one click away from useful and relevant information;
  • to easily access smart and intuitive filters, tags and search tools;
  • to get relevant results in only a few seconds;
  • to interact with clear and easy scannable sales messages;
  • to have a strong feeling that they interact with a reliable real estate company.

TopAgent’s agents’ needs & expectations

  • to have access to valuable training resources;
  • to get familiar with and apply the “exclusive representation” concept;
  • to have access to an easy-to-use CRM solution;
  • to save time and effort for managing contacts;
  • to easily close deals and nurture clients with upselling offers;
  • to improve their offers based on relevant insights;
  • to shorten and simplify the buying process;
  • to professionally market their properties;
  • to use tools that allow them to be flexible or extend their offers;
The solution

We built a responsive presentation website based on WordPress, integrated a blog and Top Agent’s social media pages, and a custom multi-criteria search function.

In the back-end of the TopAgent website, we integrated a custom version of our WHISE CRM web service. This solution enables our client to easily manage properties, contacts, emails, and reports and to simplify the transaction process.

To respond to the agents’ specific needs, we also implemented an external Flex MLS service that enables multiple listing. Through this feature, the properties in its database become visible on the website. That allows a real estate agent to sell a property that’s under an exclusive representation agreement with another agent, in exchange for a pre-determined sales commission.

Top benefits
  • a reliable one-stop-shop offer;
  • a custom version of our WHISE CRM web service;
  • perfect integration of the website with the CRM;
  • extended maintenance and support;
  • easily navigable and streamlined design;
  • effortless responsiveness to visitors’ needs;
  • complex and advanced real estate features;
  • a custom multi-criteria search function;
  • external Flex MLS service for enabling multiple listing;
  • intuitive and clean website’s content architecture;
  • management made easy for properties, contacts, emails, and reports.
Overcoming client's expectations

To increase the website potential of attracting clients through relevant and up-to-date information, we implemented a video testimonial feature and automated properties import from Flex MLS.

Project details
Project Manager
Web Developer
Web Designer
3 Weeks Delivering Time

Features and functionalities:

  • custom design;
  • social media and blog integration;
  • video testimonial feature;
  • CRM system integrated with the website;
  • custom functions that would simplify the management of every agent operation;
  • custom user login for properties’ owners;
  • custom favorites functionality;
  • automated properties import from FlesmIs;
  • a custom version of our WHISE CRM web service (enabling our client to manage properties, contacts, emails, and reports easily).

Project's Steps

Auditing client’s needs and requirements
Identifying further opportunities for the client
Delivering and validating the project’s proposal
Implementing and testing and client approvals
Maintenance and management of the delivered solution
Delivering and training internal users for a performant use

Competitional Assets

a one-stop-shop
real estate offers
at visitors fingertip
easy-to-buy process
and support
higher responsiveness
and engagement from
real estate agents
easy way to attract
exclusive estates

In 2004 we started with a small web dev team wanting to make a difference in the software services market.

Today we count about 127 professionals that are part of our team and over 1000 successfully delivered projects for global clients (from 30 countries).

In 2004 we started with a small web dev team wanting to make a difference in the software services market.

Usually, our clients recommend our services because we know how to:

  • think outside the box;
  • deliver smart and customized solutions;
  • allocate dedicated teams;
  • embody innovative technologies;
  • customize and adapt to new and changing requests;
  • offer an excellent cost/quality ratio;