Why

50–200 inquiries/month split across phone, web form, and referrals with a 10+ person team means you've got at least three handoff points where things vanish: the person who picks up the phone at Location A, the inbox the web form pings, and the staffer who heard "my cousin's looking for…". You don't need automation — you need a single shared list with an owner and a next step on every row. Referrals specifically are the highest-value channel and almost certainly the most undertracked.

What you actually need

1. HubSpot Free CRM (free for unlimited users) — connect your web form so submissions auto-create contacts, then add phone inquiries manually. One pipeline, four stages: New → Contacted → Quoted → Won/Lost. Assign every record to a specific person at a specific location.
2. A "Source" and "Location" field on every record — mandatory dropdowns. Within 30 days you'll know whether Location A or B converts referrals better, and whether your web form is worth the spend.
3. A habit — the end-of-day handoff — last 15 minutes of each shift, whoever's on the desk logs every phone inquiry from that day into HubSpot with an owner and a next-action date. No inquiry leaves the building unlogged.

Do this today

Go to hubspot.com/products/crm, sign up for the free tier, then Settings → Properties → Create property → make two required fields: "Lead Source" (Phone / Web Form / Referral) and "Location" (your two store names). Then Marketing → Forms → Embed → paste your web form code so submissions land as contacts automatically. By tomorrow morning every new web inquiry shows up in one queue your team can actually see.

What to ignore

Skip HubSpot Sales Hub Professional ($90/seat/mo) and Salesforce entirely — at your volume they're 10x what you need and the per-seat cost across 10+ users will hurt. Ignore anyone pitching Apollo, ZoomInfo, or Outreach; those are outbound prospecting tools and you're an inbound retail business. Don't buy a "POS-integrated CRM" until you've run the free version for 90 days and know what you actually need integrated.

What doing nothing costs you

A conservative 15% slippage on 125 inquiries/month (midpoint of your range) = ~19 lost customers monthly across two stores. Even at a modest $200 average ticket for brick-and-mortar retail, that's roughly $45,000/year walking out unserved — and that's before counting the referral chains you'll never know you lost.

When to revisit this

When you can answer "which location closes referrals faster?" from your CRM in under 30 seconds — then it's time to look at paid tiers and reporting.