A separate build, in production
Custom CRM for auto brokers and leasing companies
An auto brokerage does not sell jobs, it sells deals, so a CRM for one has to be built around vehicles, dealers and credit tiers rather than around line items. American Auto Group in Staten Island, New York runs a CRM built exactly that way on the WallFlow core: estimates were replaced by deal sheets, materials by vehicles and dealers, and a public credit application was added, with Social Security numbers encrypted at rest and masked in the interface. It took about seven weeks.
The problem
Auto brokerage pricing runs on vehicle, dealer and credit tier, and none of the general CRMs hold that shape. The deal gets assembled in a spreadsheet, the dealer relationships live in someone's phone, and a credit application means collecting a Social Security number over email, which is a liability sitting in an inbox.
What gets built
The object model was rebuilt rather than relabelled. Deal sheets replaced estimates, vehicles and dealers replaced materials, and a credit application was added on the public site with the sensitive fields encrypted at rest and masked in the interface. The brokerage's own website feeds it directly, so an enquiry about one specific car arrives attached to that car with its advertised terms.
Same core, different objects
What changes for auto brokers
A vertical is not a coat of paint on a generic CRM. These are the objects the software is built out of, and what each one becomes in this trade.
| In the core | In this vertical |
|---|---|
| Estimates | Deal sheets priced by vehicle, dealer and credit tier |
| Materials | Vehicles and the dealer relationships behind them |
| Client intake | A public credit application with encrypted, masked SSNs |
| Public site | The brokerage site, feeding leads in attached to a specific offer |
What it does
- ✓Deal sheets built around vehicle, dealer and credit tier
- ✓Dealer records with the relationships and terms behind each deal
- ✓A public credit application wired straight into the CRM
- ✓Social Security numbers encrypted at rest and masked in the interface
- ✓The public website feeding leads in against a specific vehicle offer
- ✓Contracts signed on the company's own site, binding under the ESIGN Act
- ✓Documents in the company's own formats rather than a generic template
- ✓Delivered under a Data Processing Agreement with the client as controller
What your client sees, what you get
Your client sees
Applies for financing on the brokerage's own site instead of emailing an SSN to a stranger.
You get
Holds that data encrypted and masked, under a Data Processing Agreement, rather than in an inbox.
Your client sees
Asks about one specific car and is answered by someone who already has that car's terms in front of them.
You get
Gets the lead attached to the vehicle and its advertised terms, with no retyping.
What it costs
Re-fitting an existing vertical to a business, its branding, its vocabulary, its pricing math and its documents, starts at $1,500. A build around a business’s own objects and process starts at $4,997. Both are one-time, plus an ongoing Solo or Team subscription. Every figure is on the pricing page, and what a custom CRM costs breaks down what moves the number.
Questions
How long does a custom CRM for an auto brokerage take to build?
The American Auto Group build took about seven weeks. It was fast because the core was already running in production: the pipeline, roles, documents, e-signature, portal and payments existed, and the work was replacing the domain objects with deal sheets, vehicles and dealers rather than writing a CRM from nothing.
How are Social Security numbers protected?
They are encrypted at rest and shown masked to the last four digits in the interface. The build was delivered under a Data Processing Agreement in which the client is the data controller and owns the infrastructure the data sits on.
Is this the same product as WallFlow?
It shares the core and nothing else that matters. It is a separate build with its own repository, its own database and its own domain model. A fork gets its own infrastructure rather than becoming a tenant inside somebody else's product.
Other verticals
Talk it through with the person who would build it
No sales team. The founder scopes it, writes the price against that scope, and anything added later is quoted before it is built.