Strategies for Using a Customer Management System

CHICAGO – As a real estate agent, juggling clients’ details, listings and appointments is a full-time job. How can real estate agents make their own lives easier? One answer is to implement a Customer Relationship Management (CRM) system into your business. It is likely that your brokerage offers access to a CRM, and if that’s the case, you should be taking full advantage of the resource. Even if the brokerage doesn’t and it costs money to get your own CRM, it’ll be worth the investment.

That said, making the investment isn’t enough to reap the benefits. Unfortunately, a CRM doesn’t run itself (at first). Here, we review a full breakdown of how to effectively use a CRM within your real estate business.

Get personal, be memorable

First things first, personalize your notes for every entry in your CRM. Treat every entry as a golden nugget. Remember Mrs. Homeowner’s preference for a south-facing kitchen or Mr. Investor’s need for a home office. Maybe you have a client who needs to move next month and is planning to sell their home. When you follow up, use the specifics you’ve noted in your CRM. It shows you listen, which can potentially turn cold calls into warm conversations.

Sync or sink

Sync your CRM with all your devices. This isn’t just about convenience. If all your systems are connected, it will increase how quickly you respond to leads and clients. It’s all about being omnipresent.

A client calls and you’re at the grocery store? No problem. Pull up their file, review your last conversation, and chat away as if you’re sitting at your desk. Having your CRM available on all devices allows you to engage in an authentic way, without being caught off guard.

Automate the mundane

Use automation to stay in touch — and therefore top of mind—without exerting too much time or energy. Set up your CRM to send birthday greetings and home purchase anniversary notes. Automate your email campaigns based on client interests. Why manually do what your CRM can handle while you sleep? Leverage technology to take the burden off of you having to remember every little thing about each client. Work smart, not hard.

Track everything. Yes, everything

Document every interaction. This might sound overkill, but it’s a lifesaver. When did you last speak with a potential buyer? What was discussed? With a well-documented CRM, you don’t have to scratch your head trying to figure that out. Being prepared at all times by having the answers is helpful when nurturing warm leads.

Shaun Martin of We Buy Houses in Denver, a homebuying company that works with real estate agents regularly, stated, “Whether you’re on the buy or sell side of real estate, it’s important to track information regarding a lead. Timing is everything. If you don’t keep track of certain information about a family moving and needing to sell, you can miss out on a major opportunity. Any real estate professional can benefit from a CRM that is set up properly.”

The reminder bell

Set reminders for literally everything. Track follow-up calls, inspection dates and paperwork deadlines. Let your CRM nag you about the small stuff, so you can focus on closing deals and building rapport with clients.

Analyze to optimize

One great benefit of keeping a detailed, up-to-date CRM is access to valuable data that you can use to implement strategy into your business. Dive into the analytics. Which marketing tactic is bringing in the most leads? What’s the average time it takes to close a deal? Analyze patterns and adjust your operation accordingly. Use your CRM’s data to sharpen your approach, not just to store information.

Keep it clean

Keep your CRM tidy. If you’re not organized, the CRM will work against you instead of with you. Regularly update client information, purge outdated data and organize contacts into clear segments. A cluttered CRM can turn into a labyrinth no one wants to navigate.

As your lead base continues to grow, it gets harder to keep track of everything. You may have missed the signals that a home showing went exceptionally well because you were distracted. Having a CRM helps you take note of each meeting once it happens. Ultimately, you can stay on top of each client and their needs by keeping your CRM notes updated at all times.

The power of integration

Integrate your CRM with other tools. Connect it to social media for seamless social selling, link it to your email for efficient communication, and sync it with your calendar to align all your ducks in a row. Integration is the secret sauce for a smooth-running operation.

Be a CRM whisperer

Finally, learn the ins and outs of your CRM. Take some time with it, especially in the beginning. This might feel cumbersome, but the effort you put in will be worth it. Each system has its quirks and features. Master them. The better you understand your CRM, the more effectively you can use it to your advantage.

Leverage the power of a CRM

Using a CRM isn’t rocket science, but it does require finesse. Go in with a strategic approach. Remember: in real estate, being effective starts with how you organize yourself and your resources. Make your CRM work for you. It can completely change how your business operates. The more you leverage technology, the more time you can free up within each work week to do other things.

© 2024 National Association of Realtors® (NAR)