Entrata + Salesforce
Connect Entrata and Salesforce to Unify Property Management and CRM Data
Automate lead-to-lease workflows and keep resident data in sync between your property management platform and CRM.
Why integrate Entrata and Salesforce?
Entrata and Salesforce are the operational backbone for most modern property management companies — Entrata handles leasing, resident management, and property operations while Salesforce drives pipeline tracking, prospect nurturing, and customer relationship management. When these two platforms run in silos, leasing teams lose visibility, data gets duplicated, and prospects fall through the cracks. Integrating Entrata with Salesforce through tray.ai connects your entire lead-to-lease lifecycle in one automated flow.
Automate & integrate Entrata & Salesforce
Use case
Sync Entrata Leads to Salesforce as Opportunities
When a prospect submits an inquiry or guest card in Entrata, tray.ai automatically creates or updates a corresponding lead or opportunity record in Salesforce. Unit preference, move-in date, contact information, and source attribution are all mapped and passed in real time, so your CRM stays current without manual re-entry.
Use case
Update Salesforce Contacts When Leases Are Signed in Entrata
When a prospect converts to a resident in Entrata — whether signing a new lease or renewing — their Salesforce record updates automatically to reflect the new relationship status. Opportunity stages close, contacts update, and resident onboarding workflows fire without a single manual step.
Use case
Trigger Salesforce Nurture Campaigns Based on Unit Availability
When a unit becomes available or a waitlist opens in Entrata, tray.ai can automatically enroll matching prospects in targeted Salesforce nurture campaigns. Prospect preferences stored in Entrata — bedroom count, floor plan, price range — filter and personalize outreach without manual coordination.
Use case
Push Resident Move-Out Dates Back to Salesforce for Re-Leasing Campaigns
When a resident submits a notice-to-vacate in Entrata, tray.ai automatically updates Salesforce with the expected move-out date and flags the unit for re-leasing outreach. Marketing teams can start targeting matching prospects right away, compressing vacancy windows significantly.
Use case
Sync Entrata Maintenance and Resident Satisfaction Data to Salesforce
Feed maintenance request data, work order statuses, and resident satisfaction signals from Entrata into Salesforce so account managers and property teams have a complete picture of resident health. Escalating issues or repeated complaints can automatically flag a Salesforce record for proactive outreach before a resident decides not to renew.
Use case
Automate Renewal Outreach from Salesforce Using Entrata Lease Expiration Data
Pull upcoming lease expiration dates from Entrata and automatically create renewal opportunities or tasks in Salesforce a set number of days before expiration. Leasing agents get timely reminders, and personalized renewal offers can go out automatically, improving renewal rates across the portfolio.
Use case
Consolidate Portfolio Reporting Across Entrata and Salesforce
Aggregate occupancy data, leasing pipeline metrics, and revenue performance from both Entrata and Salesforce into unified dashboards or reporting tools. Executives and regional managers get a single source of truth that combines operational performance from Entrata with pipeline and relationship data from Salesforce.
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Entrata & Salesforce Challenges
What challenges are there when working with Entrata & Salesforce and how will using Tray.ai help?
Challenge
Mapping Entrata's Property-Centric Data Model to Salesforce's Contact-Centric Structure
Entrata organizes data around properties, units, and leases. Salesforce organizes it around contacts, accounts, and opportunities. Translating between these two structures without losing context — especially for residents who've lived at multiple properties — is a real integration hurdle.
How Tray.ai Can Help:
tray.ai's visual data mapper lets teams define precise field-level transformations between Entrata and Salesforce without writing custom code. Conditional logic handles edge cases like multi-property residents, so records are routed and merged correctly on the Salesforce side every time.
Challenge
Avoiding Duplicate Records Across Both Platforms
Prospects often submit multiple inquiries across different properties or channels, and leasing agents may create records manually in Salesforce while Entrata independently captures web-submitted guest cards. Without deduplication logic, both systems accumulate conflicting duplicate records fast.
How Tray.ai Can Help:
tray.ai workflows run deduplication checks before creating any new record. Before inserting a lead or contact in Salesforce, the workflow queries existing records by email or phone number and updates the match rather than creating a duplicate, keeping both platforms clean and consistent.
Challenge
Handling Real-Time vs. Batch Sync Requirements
Some data flows — a new guest card or a signed lease — need to sync instantly. Others, like pulling upcoming lease expirations for renewal campaigns, are better handled in scheduled batches. Building an integration that does both without overloading either system's API is genuinely complex.
How Tray.ai Can Help:
tray.ai supports both event-driven webhook triggers and scheduled polling within the same integration platform. Teams can configure guest card syncs to fire in real time while renewal expiration pulls run on a nightly schedule, all managed and monitored from a single tray.ai workflow dashboard.
Challenge
Managing API Rate Limits During High-Volume Leasing Periods
During peak leasing seasons, large property management portfolios can generate hundreds of Entrata events per hour. Without rate limit management, integrations risk hitting Salesforce API limits and causing failed syncs and data gaps at exactly the worst time.
How Tray.ai Can Help:
tray.ai includes built-in rate limit handling and retry logic that automatically queues and throttles API calls to stay within Salesforce and Entrata limits. Failed requests are retried with exponential backoff and surfaced in the tray.ai monitoring dashboard so operations teams have full visibility into any sync issues.
Challenge
Keeping Historical Lease and Resident Data Consistent During Initial Setup
When a property management company first integrates Entrata and Salesforce, reconciling years of historical lease, resident, and prospect data between the two systems is a real challenge. Existing Salesforce records may not have Entrata IDs, and Entrata may contain residents who've never appeared in Salesforce at all.
How Tray.ai Can Help:
tray.ai's bulk data workflows let teams run large-scale historical syncs in a controlled, configurable way. Matching logic can be defined using email, phone, or custom identifiers, and records can be reviewed and validated before being committed to either system, making the initial migration accurate and auditable.
Start using our pre-built Entrata & Salesforce templates today
Start from scratch or use one of our pre-built Entrata & Salesforce templates to quickly solve your most common use cases.
Entrata & Salesforce Templates
Find pre-built Entrata & Salesforce solutions for common use cases
Template
Entrata Guest Card to Salesforce Lead Sync
Automatically creates a new Salesforce lead or contact record whenever a guest card is submitted in Entrata, mapping all prospect details and preferences to the appropriate Salesforce fields in real time.
Steps:
- Trigger fires when a new guest card is created in Entrata
- tray.ai maps prospect name, contact details, unit preferences, and lead source to Salesforce fields
- A new Lead or Contact record is created in Salesforce, or an existing record is updated if a match is found
Connectors Used: Entrata, Salesforce
Template
Entrata Lease Signed to Salesforce Opportunity Close
When a lease is executed in Entrata, this template automatically updates the corresponding Salesforce opportunity stage to Closed Won, logs the lease details, and triggers a resident onboarding task or email sequence.
Steps:
- Trigger fires when a lease status changes to executed or active in Entrata
- tray.ai locates the matching Salesforce opportunity by prospect email or contact ID
- Opportunity stage is updated to Closed Won and a resident onboarding task is created in Salesforce
Connectors Used: Entrata, Salesforce
Template
Notice-to-Vacate Alert to Salesforce Re-Leasing Workflow
When a resident submits a notice-to-vacate in Entrata, this template creates a re-leasing task in Salesforce, updates the unit availability forecast, and optionally enrolls waitlisted prospects in a targeted outreach campaign.
Steps:
- Trigger fires when a notice-to-vacate is recorded in Entrata
- tray.ai extracts unit details, expected move-out date, and resident information
- A re-leasing opportunity or task is created in Salesforce and relevant prospects are flagged for outreach
Connectors Used: Entrata, Salesforce
Template
Lease Expiration to Salesforce Renewal Campaign Trigger
Pulls leases expiring within a configurable window from Entrata on a scheduled basis and creates or updates renewal opportunities in Salesforce, so no expiring lease goes uncontacted.
Steps:
- Scheduled trigger polls Entrata daily for leases expiring within the defined window (e.g., 90 days)
- tray.ai checks Salesforce for an existing renewal opportunity tied to each resident
- New renewal opportunities are created or existing records are updated with expiration details and renewal tasks assigned to the appropriate leasing agent
Connectors Used: Entrata, Salesforce
Template
Entrata Maintenance Escalation to Salesforce Resident Risk Flag
Monitors open or overdue maintenance requests in Entrata and automatically creates a risk flag or task in Salesforce when a resident has multiple unresolved issues, prompting proactive retention outreach.
Steps:
- Trigger fires when a maintenance request exceeds a defined age threshold or a resident opens multiple requests within a set period in Entrata
- tray.ai retrieves the resident's linked Salesforce contact or account record
- A retention risk task or custom flag is added to the Salesforce record and assigned to the property manager or account owner
Connectors Used: Entrata, Salesforce
Template
Salesforce Prospect to Entrata Guest Card Creation
When a leasing agent qualifies a prospect in Salesforce and moves an opportunity to a specific stage, this template automatically creates a corresponding guest card in Entrata so the property team has full visibility without leaving their PMS.
Steps:
- Trigger fires when a Salesforce opportunity reaches a defined stage such as Tour Scheduled or Application Sent
- tray.ai extracts prospect contact details, unit preferences, and property assignment from the Salesforce record
- A new guest card is created in the appropriate Entrata property with all mapped prospect details
Connectors Used: Salesforce, Entrata