Luxury Estates Mallorca

How PIM helped manage premium real estate listings.

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Introduction

Luxury Estates Mallorca - one of the leading luxury real estate agencies in Mallorca - faced the challenge of digital transformation. A dynamic market, rising expectations of international clients and the need to maintain the highest standards of listing presentation (required, among other things, by its affiliation with Christie's International Real Estate) required the implementation of a modern, flexible and fully automated digital platform.

LemonMind, as an experienced technology partner, took on the challenge of implementing a new platform based on Pimcore and came out on top by delivering the highest quality the client expected.

Challenge:

Prior to implementing the new platform, Luxury Estates Mallorca faced a number of challenges, typical of fast-growing agencies in the luxury segment, but compounded by the specifics of its offering and its affiliation with Christie's International Real Estate, which imposes high standards of presentation and information management:

Managing complex real estate data:

Each luxury villa or apartment is a unique collection of dozens or even hundreds of detailed attributes - from basic data (location, area, number of rooms) to specific amenities (type of finishes, smart home systems, view, sea access, outdoor kitchen facilities, renovation history). Managing this in spreadsheets or a simple CMS was extremely time-consuming, error-prone and prevented consistent presentation.

Effective digital asset management:

Presenting luxury properties requires the highest quality photos, videos, virtual tours and floor plans. The lack of a central, well-organized DAM repository made it difficult to manage these assets, optimize them for different channels and quickly link them to relevant listings.

Premium brand consistency and UX:

The portal needed to reflect the luxury nature of Luxury Estates Mallorca and its affiliation with Christie's. This meant the need for an intuitive, aesthetically pleasing interface, fast page loading and seamless access to information on any device, which was not fully realized by previous solutions.

Multilingualism and international service:

Mallorca is a global market. It was necessary to effectively manage content in multiple languages to reach a diverse international clientele, while maintaining consistency and quality of translation.

Problems with automating operational processes:

Manually transferring data from the internal property management system (CRM) to the website was a major barrier. It caused delays in publishing new listings, inaccuracies in availability or pricing, and involved the valuable time of agents and administrative staff.

Integration with a key CRM system:

The client used a specialized CRM system dedicated to the real estate market. It was crucial to seamlessly connect this system with a web platform to enable automatic data flow.

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Solution:

LemonMind proposed and implemented the Pimcore platform as a comprehensive solution that not only integrates key PIM, DAM, ECM and MDM functionalities, but also provides a solid foundation for advanced integrations and business process automation.

Modeling real estate data in Pimcore:

Configured Pimcore as the main master data repository for real estate.
An extensive data model was created, mapping all detailed attributes of the property, including the specifics of the luxury market (e.g., details of premium furnishings, plot characteristics, legal aspects related to the property).
Relationships between properties, agents, locations and other related data objects were defined.

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Implementation of an advanced DAM module:

Implemented a DAM module for managing top-quality digital assets.
Configured processes for automatic processing and optimization of images and video for performance on the website.
A system for tagging and categorizing assets was implemented, making it easier to find them and link them to relevant properties.

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Building an ECM platform:

Using Pimcore's ECM (Enterprise Content Management) module, LemonMind created a dynamic and flexible website architecture.
A set of responsive content components was designed and implemented to create attractive and unique pages for each property and themed sections, following the visual standards of Luxury Estates Mallorca and Christie's.
The Pimcore administration panel was configured to provide intuitive content editing (WYSIWYG) for the client's team.

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Key integration with CRM and automation:

This was one of the most critical elements of the project. LemonMind built an integration between Pimcore and the specialized CRM system used by Luxury Estates Mallorca.
The main functionality of the integration included full automation of adding and updating properties on the website directly from the CRM. When an agent adds a new listing or updates an existing one in the CRM system (changes price, status, adds new photos, corrects description), the data is automatically synchronized with Pimcore and published on the portal in real time or with minimal delay.
This automation included the synchronization of property data (attributes, descriptions, prices), agent data and, crucially, the automatic download and assignment to listings of all digital assets (photos, video) attached in the CRM.

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Global multilingualism:

The Pimcore platform has been fully configured to manage content in multiple languages, which is crucial in the context of Luxury Estates Mallorca's international operations. The implementation included not only the technical adaptation of the CMS interface to support multilingualism, but also the implementation of intelligent mechanisms to support the management of property descriptions, editorial content and SEO metadata in different languages.

As a result, the marketing team can easily create and update content tailored to the expectations of clients from different countries - without having to manually rewrite texts and risk losing information consistency. This solution has significantly improved product experience management (PXM), positively impacting the visibility of the offering in digital channels and increasing conversions in B2C and B2B e-commerce.

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Advanced search and filtering:

As part of the implementation, the LemonMind team implemented an advanced search engine with a dynamic filtering function, based on the Pimcore architecture. This tool allows users to precisely search the property directory according to many complex criteria - such as location, square footage, number of bedrooms, standard of finish, view, distance from the sea or price.

The solution has significantly improved the quality of the user experience (UX) on the site and reduced the number of abandoned sessions. What's more, the search engine has been fully integrated with the CRM and PIM layer, enabling personalization of search results and dynamic tailoring of offers to the needs of specific customer groups.

This is a key element in automating the online sales process and building a competitive advantage in the luxury real estate market through the e-commerce model.

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Implementation:

The project was implemented in close cooperation with the Luxury Estates Mallorca team, in an agile methodology. The process included:

Detailed business and technology analysis.

Designing data architecture in Pimcore and planning integration with CRM.

Iterative development of backend and frontend.

Building and testing integration modules with CRM. Data migration.

Quality testing and performance optimization.

Training the client's team on how to use the platform.

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Results:

LemonMind's implementation of the new platform on Pimcore has brought significant operational and business benefits to Luxury Estates Mallorca:

Dramatically increase operational efficiency:

Full automation of the process of publishing and updating real estate listings from the CRM system has eliminated the need for manual data entry into the site. This has reduced the time it takes to add a new listing from hours to minutes and freed up valuable time for agents and administrative staff, allowing them to focus on customer service.

Real-time data:

Integration with the CRM ensures that the information on the site (price, status, availability) is always up-to-date and consistent with the data in the internal system, enhancing client confidence and agency professionalism, meeting Christie's International Real Estate standards.

Improve data quality and consistency:

As a central repository and "single source of truth" for real estate data, Pimcore ensures its accuracy and consistency across the platform.

High quality presentation and brand image

The state-of-the-art frontend, DAM's digital asset management and ability to create compelling pages translate into a premium user experience, fully in line with the luxury nature of Luxury Estates Mallorca and its affiliation with Christie's.

Increased flexibility in marketing activities:

The client's team can now quickly respond to market needs by creating new sections, campaigns or landing pages thanks to Pimcore's flexible ECM.

Scalability and readiness for the future

The platform is built on a solid foundation of Pimcore and Symfony, which ensures its scalability as the number of offerings and users grows, and flexibility to implement future functionality.

Optimization of internal processes

Integration and automation have significantly improved the flow of information between departments (agents, marketing, administration).

Summary

LemonMind's implementation of a digital platform on Pimcore for Luxury Estates Mallorca is an example of the successful use of Pimcore's integrated capabilities (PIM, DAM, ECM, MDM) combined with advanced system integration and process automation. A key success of the project was the creation of a seamless, automated flow of property data from the CRM system directly to the website. This solution not only raised the quality of the online presentation to the level required by the affiliation with Christie's International Real Estate, but more importantly significantly increased the agency's operational efficiency, eliminating manual processes and ensuring real-time data updates.

LemonMind has provided Luxury Estates Mallorca with a powerful tool that supports its leadership position in Mallorca's luxury real estate market and provides a solid foundation for continued dynamic growth.

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Olgierd Mrozik

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