How to manage 99acres, MagicBricks and Housing.com leads without losing any

Property portals are the biggest paid lead source for most Indian brokers and many builders. They are also where the most money leaks. A buyer who enquires on 99acres usually enquires with several listings at once — and the first agent to call with a relevant answer tends to win the site visit.

Here is a process that closes those leaks.

Step 1: Stop downloading — connect the portals

If your team exports leads from each portal dashboard once or twice a day, every lead is already hours old when it is called. Connect each portal to your CRM so enquiries are pushed in the moment they arrive.

In Realease, go to Integrations → Webhook integrations, pick the portal (99acres, MagicBricks, Housing.com, NoBroker or JustDial), generate a key, and share the webhook details with your portal account manager. New enquiries then appear in your lead list automatically, tagged with their source.

Step 2: De-duplicate by phone number

Buyers enquire on multiple portals. Match leads by phone number so a repeat enquiry is linked to the existing buyer — and the agent who already owns the relationship — instead of creating a new lead for someone else to call.

Step 3: Assign instantly, with rules

Set routing rules so each portal lead goes straight to the right person:

• By project or locality — the agent who knows Baner gets Baner enquiries.
• By budget — premium enquiries to your senior closers.
• Round-robin — fair distribution across the team.
• Capacity limits — skip agents who already have too many active leads.

The agent gets a push notification on their phone with the lead’s details.

Step 4: Set a response-time SLA

Decide how quickly a new portal lead must be contacted — many teams aim for within 5 to 15 minutes during working hours — and let the CRM flag breaches to the agent and their manager. What gets measured gets done.

Step 5: Always set a next action

Every call should end with a status and a next step: a follow-up date, a site visit, or a reason the lead is not a fit. Leads without a next action are the ones that go cold.

Step 6: Nurture the “not yet” buyers

Many portal buyers are early in their search. Put them into a WhatsApp or SMS nurture sequence — new launches, price updates, site visit invitations — so you are top of mind when they are ready.

Step 7: Measure portal ROI, not lead volume

Lead count is a vanity metric. Compare portals on what matters:

• Cost per lead
• Contact rate
• Site visits per 100 leads
• Bookings per 100 leads
• Cost per booking

You may find the portal with the most leads is not the one bringing the most bookings — and shift budget accordingly.

The bottom line

Portal leads are perishable. Capture them automatically, call them fast, follow up consistently and measure bookings, not enquiries. See how Realease does this for your portals.