As our brokerage scaled, the rigid constraints of standard Salesforce User records became a barrier to our business requirements. We needed a more flexible way to manage a high volume of agents without the overhead of individual user licenses for every roster member. Furthermore, we required a centralized hub capable of tracking a complex web of data—from HR and TREC compliance to production metrics and marketing preferences—that standard objects could not adequately support.

We engineered a robust Custom "People" Object to act as the primary engine for the brokerage’s Salesforce environment. This object serves as a 360-degree profile for every individual, housing everything from technical API codes and website bios to sensitive HR details and real-time production data. By integrating this object with our website and AMP platform, we created a synchronized data loop that ensures agent information is updated globally from a single entry point.