In the UK estate agency world, we’ve spent two decades being told how to run our businesses by our software.
Most CRMs are "closed boxes." They come with a fixed set of rules, rigid workflows, and fields that don’t quite fit how you actually talk to your customers. If you want to change a process, you’re usually told "the system doesn’t do that"—or worse, you end up running parallel spreadsheets just to capture the data your CRM can’t handle.
At Greenhouse OS, we believe it’s time to flip the script. Your CRM shouldn't be a digital filing cabinet that you "feed" with data; it should be an Operating System that empowers your unique strategy.
Your agency, your rules
When we talk about "freedom," we mean the practical, day-to-day ability to make the software match your brain. Because Greenhouse OS is built on Salesforce, your version is unique to you. Any customisations you make stay within your environment—they don't affect other customers, and other customers' setups don't limit yours.
Imagine being able to:
- Rename any field: If you don't call it a "Market Appraisal," change it to "Valuation" or "Expert Consultation" in two clicks.
- Customise your screens: Remove the clutter you don't use and bring the most important data to the front so your team isn't hunting for info.
- Build bespoke processes: Create a specific "New Homes" workflow or a "Lapsed Lead" re-engagement sequence that triggers automatically.
- Instant Referrals: Create a button that instantly sends a lead’s details to your local solicitor or mortgage broker the moment they instruct you.
The power of an adaptive core
A CRM that works for you isn't just a database; it’s the engine of your agency’s culture. When your software is rigid, your team becomes rigid. But when your software is adaptive, your team is empowered to innovate.
Ian Preston, Founder of Greenhouse OS, highlights how the right foundation changes the DNA of a business:
"The right CRM doesn't just store data; it transforms how your team shows up every day. When you move away from 'clunky' legacy systems and onto a platform like Greenhouse OS, you’re not just upgrading software—you’re removing the friction that kills motivation. By automating the mundane, you allow your agents to get back to the craft of agency: solving problems for clients. That’s how you transform a standard branch into a high-performance powerhouse."
Why transformation starts with the "Operating System"
Most "off-the-shelf" CRMs are built for the average agent. But if you want to be better than average, you need a system that can be molded to your specific "secret sauce."
Whether it’s a bespoke valuation follow-up sequence that no one else in your town is doing, or a unique way of categorising "hot" buyers, your CRM should be the place where your best ideas live and breathe.
As Alex Rhodes, CEO of Greenhouse OS, puts it:
"Our philosophy is simple: agents need the freedom to run their agency in the way they believe is right for their local marketplace. With Greenhouse OS, you don’t have to accept that you must run your business the way your CRM dictates. You can customise it, edit it, and build features that are unique to you. It’s enterprise-grade power, tailored for the high-street agent."
Three signs your CRM is working against you:
The Spreadsheet Shadow: You have more data in Excel than in your CRM because "the system doesn't have a field for that."
Process Friction: You’ve had to change your sales progression or valuation process because the software doesn't support your specific workflow.
The "Tab" Fatigue: Your agents spend their day jumping between five different apps because your CRM doesn't integrate with the tools you need.
The Greenhouse OS Difference
We didn't build Greenhouse OS to be another "standard" CRM. We built it to be a platform for growth. By leveraging the power of Salesforce and tailoring it specifically for UK estate agents, we’ve created a system that evolves with you.
Whether it's embedding Landmark AML checks directly into your workflow or using AI to automate your prospecting, the goal is the same: The tech serves the agent, not the other way around.
