Overview
Century Properties Group, Inc faced challenges with fragmented marketing and customer data spread across multiple platforms and tools. This disorganization limited visibility, reduced efficiency, and increased operational costs. To address these issues, the company partnered with Devtac to implement Zoho CRM Plus—enabling data centralization, process automation, and improved productivity across sales and marketing teams.
Executive Summary
Century Properties Group, Inc is one of the leading real estate companies in the Philippines, with a 34-year track record in developing residential, retail, and office properties. In addition to property development, the company is actively involved in marketing and property management services, catering to a wide range of customers across the country.
As the company continued to grow, so did the complexity of its sales and marketing operations. Managing customer data across multiple tools became increasingly inefficient, prompting Century Properties to seek a unified, cost-effective platform that could support their digital marketing and customer engagement strategies.
Problem Statement and Key Challenges
Century Properties struggled with disorganized and fragmented data across their sales and marketing systems. According to Mr. Reuel Cuello, Digital Marketing Head of Century Properties, customer and campaign data were scattered across various platforms, making them difficult to manage and analyze.
This challenge stemmed primarily from three issues:
- Disjointed tools and multiple subscriptions: The company was using several disconnected platforms that did not communicate with one another.
- Underutilized tools: Some existing solutions were not maximized due to overlapping functionalities and complexity.
- Outdated systems: Legacy tools lacked the modern features needed to support evolving digital marketing and sales processes.
As a result, the team faced inefficiencies in data handling, reduced visibility across customer interactions, and rising software costs. Century Properties needed an affordable, integrated platform that could centralize data and improve operational efficiency.
“Our data was scattered across different platforms, which made it hard to manage and fully utilize for our marketing efforts.” — Reuel Cuello, Digital Marketing Head
Evaluation of the Problem
Devtac conducted a review of Century Properties’ existing sales and marketing toolset, data flows, and operational pain points. The assessment highlighted inefficiencies caused by disconnected systems and redundant subscriptions, as well as missed opportunities for automation.
Based on this evaluation, Devtac recommended Zoho CRM Plus as a unified platform capable of consolidating sales, marketing, and customer service functions while remaining cost-effective and scalable for the organization’s needs.
Proposed Solution
Century Properties selected Zoho CRM Plus to centralize their customer engagement and internal operations. Zoho CRM Plus provided an integrated suite of applications that allowed the company to manage customer data, email marketing, and interactions within a single ecosystem.
With Devtac’s support, the solution included:
- Centralized customer and marketing data within Zoho CRM
- Integration of sales, marketing, and customer service applications
- Automation of follow-up emails and routine sales tasks
- Streamlined data capture and management processes
These improvements not only simplified system management but also enabled the sales and marketing teams to operate more efficiently with fewer tools.
Implementation
Devtac worked closely with Century Properties to implement Zoho CRM Plus and configure it according to their operational requirements. Key processes were automated, and existing data was consolidated into the new platform.
The implementation focused on minimizing disruption while ensuring that users could quickly adopt the system and take advantage of its integrated features.
Results
The adoption of Zoho CRM Plus delivered measurable improvements across Century Properties’ sales and marketing operations.
- Better Data Management
- All customer and marketing data is now consolidated into a single platform, making it easier to access, monitor, and analyze.
- Improved Sales Agent Efficiency
- Sales agents can work more effectively with automated follow-ups and integrated tools, reducing manual tasks and response times.
- Increased Company Productivity
- By simplifying their software stack and eliminating redundant tools, Century Properties reduced costs and enabled teams to focus on core business activities rather than managing multiple systems.
Overall, Zoho CRM Plus helped Century Properties streamline operations, improve data visibility, and enhance productivity—supporting the company’s long-term growth and digital transformation initiatives.
