Commercial Operations Process Optimization
Beatriz Perez Fernandez
Commercial Operations Process Optimization
Commercial Operations Process Optimization
Confidential real-estate enterprise engagement.
A mid-market real-estate and property-development firm was managing an unstandardized lead pipeline, unreliable sales forecasts, offline spreadsheets, and inconsistent deal hygiene across brokers. These gaps created revenue slippage and left operational risk unmanaged.
What this case study shows
This is a client delivery case study for a confidential real-estate company.
It shows the redesign of an existing commercial operation:
Lead intake and broker routing
CRM stages, deal hygiene, and pipeline-risk rules
Revenue forecasting and cash-flow workflows
Executive dashboards, SOPs, and team training
Its proof point is the real-world operational change: replacing spreadsheets, reducing inflated forecasts, and giving leadership visibility over high-value transactions.
My role
Lead CRM & Operations Architect and Financial & Revenue Analyst.
The work
I redesigned the lead-to-close operating model and connected forecasting to verified deal progression. The engagement focused on:
Lead intake, qualification, and automated routing for property agents.
Deal-stage exit criteria and pipeline-risk rules to prevent optimistic forecast padding.
Revenue forecasting and cash-flow projection tied to actual deal progression.
Pipeline audit cadences so management could inspect bottlenecks and high-risk opportunities.
Deliverables
Workflow mapping: An end-to-end blueprint of the lead-to-close lifecycle, including stage-transition rules.
CRM architecture: Custom deal stages, automated risk tags, and property fields for real-estate asset management.
Reporting and dashboards: Executive reporting for revenue forecasting, stage velocity, and audit logs.
Training and SOPs: Operating procedures and hands-on training for agents and sales managers to support daily CRM adoption.
Outcome
The team replaced manual spreadsheet updates with an automated, data-driven forecasting workflow inside the CRM. Evidence-based exit criteria reduced pipeline inflation, and leadership gained complete pipeline visibility to mitigate risk proactively on high-value property transactions.
Client recommendation
“Beatriz has great organizational skills and is capable of adapting to any type of work, thanks to her excellent academic background and remarkable talent.”
Former client, real estate
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Posted Sep 18, 2026
A confidential real-estate CRM and operations transformation for reliable forecasting, deal hygiene, and leadership visibility.
