Case Study: High-Quality Connectivity and Telephony–CRM Integration for a Property Developer

In real estate, a single client call can be worth hundreds of dollars. For a developer, poor call quality means huge losses from missed buyers. Find out how Ringostat delivered reliable telephony for the developer “Materik” — and enabled seamless call logging in CRM, including from sales team members’ mobile phones.

Project Details

Client: Materik Construction Company

Region: Odesa and Odesa region

Partnership period: Since October 2020 to the present

Materik has been active on the real estate market for five years. The developer emphasizes eco-friendly standards in its projects. For instance: residential units come with solar collectors and panels; each apartment boasts two or more balconies; houses are surrounded by parks and landscaped courtyards. The buildings are never more than five stories, with only two to five apartments per floor.

This appealing concept still means Materik must fight hard for leads — standard for real estate. The minimum price for an apartment starts at the equivalent of $19,000, so the company needs to attract a truly qualified, solvent audience. It’s crucial not to lose any leads, because in real estate, they’re particularly costly.

Moreover, Materik faces plenty of competition — currently, more than 20 similar residential complexes compete on the market. To stay ahead, the company must constantly refresh its banners and offer compelling purchase terms.

Materik’s marketing strategy includes:

• Google Ads contextual campaigns;
• Facebook and Instagram campaigns — including for commercial premises on ground floors of the residential complexes;
• Listings featuring special offers on real estate aggregator portals — LUN, DOM.RIA;
• Banner ads and articles on Odesa news sites “Dumska” and 048;
• Billboards and radio — these offline channels are used periodically.

Another project feature: sales reps frequently communicate with buyers via mobile phone. Real estate staff spend much time outside the office — conducting property tours or visiting building sites. Buyers also call outside working hours, including when a sales rep is already home or en route elsewhere.

The best way to ensure prompt responses is always to have a smartphone handy. At the same time, management needs to be confident that every sales rep is handling leads just as conscientiously as if in the office. Therefore, calls from mobiles must be logged in the virtual PBX, including call recordings, then pushed into the CRM.

Ringostat Implementation

No modern business can do without a virtual PBX, and any company that receives calls through advertising needs call tracking. Only with these tools can every call be answered and marketing effectiveness truly measured. Before Ringostat, Materik used a different telephony and call tracking solution, but was unsatisfied.

“We previously used Binotel, but their support was slow to respond or make project changes. A new agent handled every inquiry — so both speed and quality of setup were essentially zero. Support even wiped all our forwarding schemes several times, which we then had to rebuild from scratch. Server crashes happened often — this paralyzed the call center and the sales team.

We had a complex setup for connecting work mobile phones to the CRM via TriMob SIM cards. Call quality was terrible — so reps mostly used their personal phones. As a result, calls almost never synced to deals in the CRM. We also had problems passing UTM tags for leads — some data never made it through at all. This issue was never fully resolved.

As a result, we had no visibility into call sources, and sales reps couldn’t hear clients — so we lost leads as a result.”

Anna Novytska Digital Marketer and Planning & Technical Department Specialist, Materik

In summer 2020, Materik specialists met a Ringostat representative at the 8P conference. The representative explained that our platform supports both business telephony and mobile number integration with a virtual PBX. The developer was interested — plus, the internet marketing agency OdesSeo and Roistat both recommended us as the best telephony on the market. That’s why the company chose Ringostat and has worked with us ever since.

“I live in the area where Materik usually builds houses, and I would often wonder: ‘Why aren’t we already working together?’ At 8P, I finally managed to have a proper conversation with them about the benefits Ringostat brings to a development company.

The client told me about negative experiences with their previous provider — for example, that everything required support, and nothing could be managed independently. Response and change times were much too long. I explained that with Ringostat, clients manage 90% of settings themselves. After our talk and my demo, the client purchased Ringostat for six months up front — already convinced by the pilot of the high level of service and the resolution of their issues.”

Anton PetrukhinSales Development Team Lead Ringostat

Client Goals and Objectives

1. Implement high – quality telephony — where “quality” means two things:
   a. Technical: data transfer to reports and CRM, flexible configuration of forwarding schemes.
   b. Practical: convenience for the call center, consistently high call quality.
2. Integration with amoCRM and Roistat.
3. Rapid changes to the setup — so support speed was a key factor in choosing Ringostat.

Telephony and Call Tracking Setup

Ringostat is currently deployed for two Materik developments: Ventum and Oleksiivskyi. The company uses a hybrid call tracking model — combining static and dynamic number insertion for different marketing channels.

For static call tracking, each source receives a dedicated tracking number. For dynamic, each website visitor may see a different phone number. Dynamic tracking gathers granular session data: which source, channel, campaign, and keyword brought the lead.

1. Static numbers are used for real estate sites, news portals, billboards, banners near the sales office, and Google My Business.
2. Dynamic numbers are shown to all site visitors except those coming from portals 048, LUN, and DOM.RIA.

Materik also uses a Ringostat callback widget. According to company reps, this feature is now expected on any website — there will always be visitors who prefer a callback form over dialing manually.

To synchronize calls from mobiles with the virtual PBX and CRM, Materik enabled FMC — a joint solution by Ringostat and the mobile operator lifecell. (The workflow is identical for outbound, inbound, and callback – triggered calls.)

This solution covers 10 mobile numbers used by sales team members. The result: Materik can now fully supervise all company calls — both mobile and landline. All calls are thus logged in CRM, thanks to the deep system integration.

CRM Integration

Materik has connected a CRM for managing all sales processes. Normally, reps would enter data manually, but integrating telephony and CRM automates a huge part of the daily workload.

1. When a call is received, amoCRM automatically creates a new deal, contact, and task.
2. The attribution source for every call and its audio recording are added to the deal.
3. If an incoming caller is already in the CRM, the call routes directly to the responsible rep.
4. If a rep misses a call, they’re automatically assigned a follow–up task with deadline.
5. If a colleague takes the call instead, the original rep receives a task with the audio file attached, so they’re always up to speed.
6. If a client submits a web form, CRM creates a contact and deal — enabled by Ringostat integration.

This logic works out of the box, but clients can fine – tune it at any time in the Ringostat dashboard — just check or uncheck options as needed.

Call Handling and Sales Team Oversight

1. When a customer calls for the first time and isn’t yet in the CRM, the call is sent to the call center. The rep presents available properties, describes pricing, payment plans, and so forth.
2. If a buyer has contacted the company before, they’re already linked to a specific rep, so the call goes to that rep’s mobile device. (Materik ensures reps use only their work numbers; otherwise, calls can’t be registered and synced to the CRM.)
3. If no one picks up within a minute, the system redirects the call to a backup call center mobile line. This ensures business continuity in case of power outages in the office.

Materik management closely monitors interactions between representatives and customers. To do this, specialists select the longest calls for review — their duration is visible in any report. Management focuses on long calls, as these are the most likely to involve complex or problematic situations. Listening to recordings helps determine how reps reply to buyer questions and which arguments they use — letting the team optimize lead handling.

“First impressions make a huge difference, as does managing calls correctly. Competition is extremely tough, conditions between developers are nearly identical, so we put extra effort into fine-tuning our property presentations and thorough, prompt answers. Most buyers speak simultaneously to five developers. That’s why it’s critical to spark their interest and motivate them to visit our office at just that moment.”

Anna Novytska Digital Marketer and Planning & Technical Department Specialist, Materik

Reviewing call recordings enabled the developer to:

• spot rep errors when describing building specs — for example, employees sometimes gave the wrong names for partitions, covering materials, and more;
• flag and address cases where a rep spoke rudely to a real estate agency;
• verify whether staff shared confidential information;
• analyze communication style (did a rep sound bored, chew gum, use wrong tone, or display frustration, and so on).

Results

“Without Ringostat, we probably would have continued gathering data in bits and pieces — from call tracking, from CRM — into spreadsheets. Most information would have just gotten lost, and it would have been impossible to evaluate the impact of ad creatives and offers. And, of course, call quality on reps’ mobiles would still leave a lot to be desired.”

Anna Novytska Digital Marketer and Planning & Technical Department Specialist, Materik

1. The developer now has reliable connectivity, so both rep and customer hear each other perfectly. Tech support is fast to implement changes or assist with configuration.
2. Materik can now calculate conversion rates for every ad, including calls. If calls and form submits increase, the creative stays in rotation another week. If metrics drop, it’s replaced. This lets Materik continually maximize ad effectiveness and avoid wasted spend.
3. Thanks to call tracking, the developer uncovered that branded search in Google is the most effective campaign type. Facebook and Instagram (targeting users interested in property) also perform well, so Materik can prioritize the best–performing channels.
4. The company closely oversees how reps communicate with clients — including mobile calls. Management can listen in on complex deal calls, understand progress, and resolve disputes as needed.
5. Integration with amoCRM has lifted most of the admin burden from reps — no need to log calls manually; the system does it automatically. After each call, a deal, task, and contact are promptly created.