M3M India builds personalised, connected real estate journeys with a unified customer view

A real estate investment is more than a simple purchase; it’s a long term-commitment built on trust, timing and experience. For an industry stalwart such as M3M India with a high-value product portfolio, honouring this commitment demands more than simple intention.

Providing a customer experience of the highest quality is paramount. Every potential customer and existing customer meeting takes place at on-site premium lounges, while the property handover is book-ended by limousine pick-ups, and high-end culinary and entertainment experiences. 

To mirror this white glove experience in their digital communication, M3M India knew each buyer needed to be engaged as an individual, not managed as a transaction. This required a complete and connected view of every customer, so that unique needs could be correctly identified and fulfilled to M3M’s standard of a personalised and high-quality customer experience.

However, with customer data fragmented, and interactions dispersed over calls, emails, and chats, M3M had limited visibility across the customer lifecycle. This impacted their ability to deliver a unified and connected experience. 

The leadership needed a platform like Salesforce to consolidate all customer interactions in one centralised repository.

Unified customer view improves improves conversion rates by 20% 

M3M India has unified its sales process across lead capture, qualification, and conversion on Agentforce Sales, creating a single source of truth for high-value customer engagements. 

A defining aspect of M3M’s strategy is its experience-led approach to real estate. Alongside digital channels, the company designs multiple in-person engagements throughout the year to build deeper customer relationships. These large-format events often see a daily footfall of 3,500–5,000 visitors, making speed, coordination, and visibility essential.

Leads from these in-person events - plus campaigns, walk-ins and digital channels - are consolidated on Salesforce and automatically routed to the right sales representatives. This enables faster follow-ups, clearer ownership, and more relevant conversations—regardless of lead source.

Agentforce Sales delivers a simplified, end-to-end workflow to track lead movement and conversions across channels. Seamless integration with M3M’s ERP and Agentforce Service ensures a smooth booking experience and removes manual handoffs between teams.

Real-time dashboards also provide visibility into every stage of the customer journey, from first interaction to conversion. Sales leaders can monitor response times and productivity, while relationship managers gain the context needed to engage with confidence. The unified view also helps intelligently map customers to the right projects and relationship managers based on budget, profile, and market preferences.

“Salesforce gave us end-to-end visibility into the lead journey,” says Ajay Nambiar. “What was once manual is now measurable in real time, helping us improve responsiveness and conversion efficiency.”

With this single view, M3M has seen an estimated 200% improvement in customer response times, and a 20% improvement in conversion rates. 

Consistent, SLA-driven service processes drive a 96% response rate within TATs

Beyond sales, M3M also identified a need for a cohesive service interface which would allow them to unify customer communications across  projects. With Agentforce Service, customer interactions previously spread across multiple email IDs and phone calls are now consolidated on a single platform—bringing structure, visibility, and accountability to service operations.

Today, every customer touchpoint—from queries and complaints to NPS surveys—is managed on Agentforce Service. Customer satisfaction is immediately measured post any interaction, digital or in-person, enabling the team to act quickly and prioritise customer convenience throughout the post-booking lifecycle.

The leadership has granular insight into service metrics such as response times, first-time resolution, resolution quality, and customer satisfaction. 

Agentforce Service supports M3M India’s goals of consistent, quick, and personalised communication with customers - from first contact, through monthly financial interactions, to the final property handover. 

Using the WhatsApp integration as a two-way communication tool, M3M also offers its customers a channel that is non-intrusive, conversational, and fully within the customer’s control. The convenient connectivity, coupled with automation, allows M3M to promptly address more transactional queries. At the same time, M3M is able to retain and preserve customer context and history across conversations.  

M3M now responds to 96% of customer queries within its defined turnaround time, with 80+% resolved within 24 hours.

To handle growing service volumes, the company has also introduced Einstein Bots which will allow for quicker resolution, and a better connect with their customers. 

Integrated communication workflows improve customer lifecycle engagement

Previously, M3M managed marketing campaigns via multiple third-party apps. However, messages sent through external tools could not be integrated into one cohesive customer record, limiting visibility into past campaigns. 

With Salesforce, the company has now put in place less cumbersome processes of campaign management.

Today, all email, WhatsApp, and SMS communications are consolidated and managed on Agentforce Marketing, allowing M3M to standardise customer lifecycle communication. With a 360-degree view of every customer, the team is able to keep track of their journey over time, regardless of communication channel. 

The company is looking to expand their use of Agentforce Marketing as well. 

Soon, all transactional communication—like demand notices, receipts, and document updates—will move from manual effort to automated, system-driven updates allowing M3M Prperties to scale all communication accurately and consistently.

Next: Agentic AI will enable proactive, personalised customer communication

M3M is also looking at how they can use Agentforce - the agentic AI layer built on the unified Salesforce platform, to automate more transactional communication, and free up employee time to focus on building relationships and adding value. From there, the next step will be to personalise email responses to customers, and eventually scale up agentic AI for proactive customer communication. 

How They Did It

M3M India Pvt Ltd took a phased and deliberate approach to its Salesforce implementation, focusing on building a stable, scalable foundation for future growth. The organisation began by unifying sales processes on Agentforce Sales, establishing a single source of truth for lead management and booking, and then expanding into service and communication workflows. 

M3M aligned each product and process rollout to a clear operational objective, consolidating fragmented processes, making performance measurable, and improving consistency across customer interactions. 

Agentforce Service and Agentforce Marketing were only introduced once core systems and data structures had matured, ensuring that technology supported human-led engagement rather than replace it. 

This step-by-step approach has allowed M3M to refine workflows over time while laying the groundwork for more advanced automation in the future.

M3M India Pvt Ltd set out to elevate customer engagement across the entire lifecycle - without losing the high-touch, experience-led approach that defines its brand. With Salesforce, the organisation moved beyond fragmented systems and manual handoffs to establish a single, trusted view of every buyer.

With the power of an integrated platform, M3M has connected and transformed sales, service, and customer communications end-to-end, bringing greater consistency and accountability to every interaction. The result is sharper visibility, stronger process discipline, and better control across the customer journey.  

Through the Salesforce collaboration, M3M has enhanced customer engagement across channels, and driven significant improvement in their conversions. AI-powered augmentation with AgentForce also ensures information availability across touchpoints, allowing them to fulfill their promise of timely and consistent customer communication.

By unifying data, workflows, and communication on a single platform, M3M is positioned to scale thoughtfully and adopt AI progressively, ensuring the organisation remains both customer-centric and future-ready.

“For us, Salesforce solved two very fundamental problems at once: visibility and connection. We needed a 360-degree view of a customer across products and touchpoints, and we needed all communication—calls, emails, chats—to live in one place. Once that came together, it became much easier to be disciplined, measure what was earlier invisible, and still deliver the kind of personalised experience our customers expect,” Nambiar says.