Comparison
Latch vs Indian real-estate CRMs
Sell.Do, LeadSquared, NestFree, ASTRA, CRM Next, LeadRat — all excellent at the job they were built for: capturing a lead, running a site visit, closing a booking. Their post-booking module is almost always a reskin of the lead portal. We are the other side of the coin.
TL;DR
You keep your lead CRM. We pick up at agreement signing. This page exists so you do not accidentally believe you have to choose.
A one-paragraph recap of each
Actual strengths, as a mid-market developer would experience them.
Sell.Do
One of the most mature Indian real-estate CRMs. Strong on lead capture from portals (99acres, MagicBricks, Housing), site-visit scheduling, telecalling. Deep telephony integration. Widely used in Mumbai, Pune, Bangalore.
LeadSquared
Horizontal SaaS CRM with a real-estate vertical. Strong on marketing automation, lead scoring, campaign attribution. Good for heavy paid-ad pipelines.
NestFree
India-built, real-estate-specific, pitched on affordability. Lead capture, basic CRM, broker management. Popular with smaller developers at a sub-lakh annual price.
ASTRA (Anarock Tech)
Anarock's in-house platform, offered to external developers. Deep understanding of the Indian broker ecosystem, inventory management, transaction milestones.
CRM Next
India's mature enterprise CRM, used across banking and real estate. Workflow depth and process configurability are the strengths.
LeadRat
Newer entrant, pitched on ease of use and mobile experience for the sales team. Broker-network management, lead distribution, basic post-sales tracking.
Any of these is a reasonable pick for lead management. None was built first-and-foremost for the 18 to 36 months after the buyer signs.
Where the bolt-on buyer module breaks
A pattern we have seen across evaluations and demos, consistent across all six.
- —The buyer app is a reskin of the lead portal. Designed for a prospect tracking site-visit status, asked to "schedule a call" which does not apply to someone who has already bought. Adoption collapses within the first month.
- —Payment plan logic is generic. Milestones a flat list. RERA-driven structure (Booking, Agreement, Plinth, Slab N, Possession) is configurable but not opinionated. Every developer ends up with their own custom schema.
- —WhatsApp is broadcast-only. No per-buyer ledger of what was sent, received, read, responded to. For a RERA case, you are back to the chat export.
- —No audit log at the granularity RERA asks for. Lead-CRM audit logs cover lead status changes — not payment edits, document uploads, ticket replies.
- —Shared-pool multi-tenancy. Your buyer data in the same database as every other developer. For the MD who has been burnt by a vendor before, it is a dealbreaker.
- —No white-label at the buyer layer. The buyer app is vendor-branded, sometimes with a logo swap. It does not feel like your app to your buyer.
None of the six is doing anything wrong. They built for the job that was asked of them — lead capture. The buyer module was added because prospects asked. The breakage is structural.
How Latch is different
Post-booking-only
We do not capture leads. We do not score them. We do not chase site visits. Keep Sell.Do or LeadSquared for that. We start the day the agreement for sale is signed.
White-label per tenant at runtime
Your buyer downloads your app, with your logo, your colours, your support number. At runtime — no per-client rebuild. (Flutter app early access May 2026. Portal in production today.)
Per-tenant database
Your data lives in a database named after your firm in AWS Mumbai. Not a shared pool. Offboarding is one command; you keep your data.
Audit log on every write
Customer, unit, payment, ticket, document, broadcast — actor, timestamp, before/after. Viewable at /settings/audit. Exportable. The file you hand to RERA.
RERA-driven payment plan template
Booking, Agreement, Plinth, Slab N, Possession — as a project template that materialises per unit. Not a flat milestone list.
Role-based access out of the box
Admin, sales, staff. Sales cannot drop customers. Staff cannot edit payment plans.
Migration reality — you keep your lead CRM
- —Keep your lead CRM for what it is good at. Lead capture, site visits, telecalling, booking. Leave it alone.
- —Hand off to Latch at agreement signing. Today this is CSV weekly, during onboarding. API integration in roadmap — early access Q3 2026.
- —Your sales head stops editing the lead CRM after handoff. Payments, tickets, documents, updates — all run in Latch going forward.
- —Your buyer sees only Latch. She never logs into your lead CRM.
FAQ
Can Latch replace my lead CRM entirely?
No, and we do not want to. Lead capture is a different product shape — telephony integration, portal scraping, lead scoring, broker management. Keep your lead CRM.
Does Latch integrate with Sell.Do / LeadSquared / others?
Today, via CSV handoff at agreement signing — done during onboarding, repeated weekly if useful. Direct API integration with named Indian CRMs is early access Q3 2026.
If I already pay for Sell.Do's buyer module, am I paying twice?
Honestly, yes and no. You are paying for a module built for a different job. Most developers we speak to discover the buyer module sees almost no buyer activity after the first month.
Bring your lead CRM.
We will map the handoff on the call and tell you whether it is worth moving this quarter or next.