Skip to content
Get started

Crimson Helps Captiva Homes Combine Growth with Service Excellence

Captiva Build

Industry

Homebuilder

Challenge

As Captiva Homes scales, its commitment to delivering an exceptional buyer experience remains central. With strong sales performance and a growing pipeline of strategically important developments, Captiva recognised the need for more efficient enquiry management, streamlined sales processes, and smarter, data-driven reporting to support confident decision-making.

Results

Crimson's bespoke Dynamics 365 solution delivered immediate improvements across the business. With a centralised CRM, enquiries are captured, handled, and tracked promptly, efficiently and consistently. Automated workflows have significantly reduced the time departments spend on manual data entry and reporting. Real-time dashboards and consolidated reports enable faster, more confident, and proactive decision-making. With a future-ready Dynamics 365 foundation, Captiva now has a robust platform to support expansion, integrate additional business functions, and continue its growth journey without technology becoming a barrier or adding unnecessary complexity.

Key Product

Microsoft Dynamics 365

www.captivahomes.co.uk

Working with Crimson has transformed the way we operate, giving us the confidence to deliver excellent customer service at scale without losing our personal touch. The industry-leading capabilities now provide our teams with consistent, reliable data and insights, significantly reducing administrative effort. We're already seeing real-time savings and improved visibility, making a tangible difference.

Andrew Titmus

Group Sales and Marketing Director @ Captiva Homes

Captiva team

About

Captiva Homes is a 25-year-old, rapidly growing, independently owned housebuilder delivering high-quality homes across the Isle of Wight. Over the past six years, the business has expanded significantly, earning multiple industry accolades, including South Coast Fast Rising Property Business of the Year 2023 and South Coast Progressive Property Business of the Year 2024.

The business has earned a reputation for thoughtful design, sustainability, and creating developments that genuinely enhance local communities. Its portfolio now ranges from starter homes to larger family properties, reflecting a commitment to providing "homes for all" and meeting local housing needs.

Deeply rooted in the Isle of Wight, Captiva works closely with local trades and businesses wherever possible, ensuring each development benefits the wider community. Sustainability is central to the company's ethos: all new homes achieve SAP 'A' ratings with modern energy-efficient features, and Captiva actively undertakes initiatives to rewild at least as much land as it develops.

The Challenge

Captiva Homes encountered several interlinked challenges as they grew, fragmented enquiry management, reliance on disparate spreadsheets, lack of real-time visibility and limited scalability. Customer enquiries were received through multiple channels and processed manually, leading to delays, missed opportunities, and inconsistent customer experiences. Sales teams battled with multiple spreadsheets to track leads, reservations, and completions. Despite their best efforts, this setup caused inefficiency and errors, with some customers left waiting for a response. Without a centralised CRM platform, Captiva was struggling to generate insights into sales performance and map customer journeys. Captiva needed a unified view to make timely, informed decisions and continue scaling responsibly. 

The Solution

Crimson partnered with Captiva Homes to implement Microsoft Dynamics 365 Sales, a powerful CRM platform which Crimson tailors to the needs of the homebuilding sector. The solution was designed to transform Captiva's enquiry-to-completion journey into a seamless, automated process that empowered sales teams with the necessary tools while delivering real-time, actionable insights to the broader executive team.

Working closely with Captiva's sales and marketing teams, Crimson configured the system to align with business goals and ensure smooth adoption across the team. 

Key elements of the solution included end-to-end enquiry management, automation of sales workflows, and centralised reporting. Dynamics 365 was configured to capture and manage all customer enquiries from initial contact through to reservation and completion, ensuring no lead was lost, and every interaction was tracked in one place. Crimson introduced automated processes for lead assignment, follow-ups, and status updates, reducing manual administration and freeing sales advisors to focus on building relationships and driving sales.

Sales data and reports were consolidated within Dynamics 365, eliminating reliance on disparate spreadsheets. Teams and executives gained real-time visibility into performance metrics, pipeline health, and customer journeys, enabling more informed decision-making. Built on Microsoft's cloud and Dynamics 365, the solution provided a flexible, future-ready platform that could evolve with Captiva's business, supporting growth, new functionality, and further integration as needed.  

The Results

In 2026, Captiva Homes will be awarded a Five-Star rating by the National House Building Council, based on results from the National New Homes Customer Satisfaction Survey, with 95% of customers confirming they would recommend the builder. This achievement reflects Captiva's strong customer care standards and consistent delivery during the critical post-completion period. Reaching this level of customer satisfaction was significantly supported by the implementation of Microsoft Dynamics 365 Sales. On-going customer care items are now resolved within 30 days.

Reports that once took days to complete are now delivered instantly, enabling teams to operate more dynamically. This shift has freed up capacity across departments, enabling more agile sales techniques and a stronger focus on strategic activities rather than administrative tasks. 

Increased trust in the data enables teams to clearly demonstrate performance to colleagues and partners, strengthening credibility and collaboration. These sophisticated reporting capabilities also position Captiva Homes as a forward-thinking organisation, reinforcing that it operates with the same level of insight as much larger home builders. 

Ready to get started?

Call to action