Real estate CRMs have been around for a while. Forbes mentioned them as far back as 2018 (https://www.forbes.com/sites/forbesrealestatecouncil/2018/10/08/how-real-estate-agents-today-can-turn-leads-into-contacts-faster-and-more-often/#bca0e0f177ea) how real estate CRMs are strategic in turning leads into contracts.
But, real estate CRMs can leave many agents scratching their heads. Is it really worth it? Below, we break down five ways a real estate CRM can transform any real estate agents’ business.
1. Time Saved
A Realtor’s life is filled with drive time, work outside of normal business hours, and juggling a lot of priorities at once. I can’t count the number of times we have spoken to real estate agents who lay awake at night thinking about what they still didn’t get done. Real estate CRMs are designed to take the stress out of a Realtor’s life. And one of their key functions is to save Realtors time. A good Real Estate CRM is like a personal assistant or buddy.
Real Estate CRMs Save Time By:
- Storing all relationships in one place (Leads, Clients, Past Clients)
- Storing all leads in one place (IDX, Zillow, Realtor.com, Social Media, etc.)
- Keeping Realtors engaged with Automated Correspondence
- Automating Workflow
- Collecting Useful Data (like home search histories)
- Sending Tailored Information and Listings (Sending tailored listing alerts to leads and clients)
- Being Mobile Friendly (They can easily be checked on any cell phone).
- Creating Reminders and Alerts for Realtors
- Categorizing and Prioritizing Leads for Realtors
- Keeping Realtors engaged with Past Clients (Newsletters, Follow-ups, Seasonal Greetings, etc.)
- Every Lead, Client, and Past Client in One Place
A good Real Estate CRM takes every relationship, whether it is a lead, client, or past client, and stores them all in one easy place. It keeps track of where each relationship is and automatically keeps each everyone engaged with valuable information.
The best real estate CRMs handle leads from your website, Zillow, Realtor.com, any social media platform, or even your office. Everybody is in one, mobile-friendly place and is easy to track and take care of. Think of a real estate CRM as the most loyal, hardworking assistant you ever hired.
2. Helps Create Consistent Income
Leads are great! But the problem with most of them is that they’re not ready to buy/sell, they need to work on their financing, or they are still researching. When a hot lead comes in, it is easy to get the client, but what about the ones that aren’t ready?
A Real Estate CRM helps Realtors create steadier income by nurturing leads. Inman explains the value of nurturing leads, here (https://www.inman.com/next/no-1-mistake-real-estate-agents-make-in-lead-generation-thinking-a-lead-is-a-dead-end-if-it-isnt-ready-right-now/). CRMs consistently provide leads with useful and personalized information. This grows relationships and turns leads into clients. Six months down the line, cold leads are suddenly ready to become clients. The way CRMs grow and nurture relationships help generate a steadier income for Realtors.
CRMs are also great at keeping Realtors active in past clients’ lives. The key is to provide each lead, client, and past client with useful information.
3. Valuable and Personalized Content
CRMs are great at converting leads into clients because of the valuable, personalized content they provide for leads, clients, and past clients. The quickest way to turn off a client is to spam them. Everybody hates spam. But a good real estate CRM enables Realtors to send useful, personalized content to any lead.
The best real estate CRMs allow agents to view personalized home search data for each lead. And, they are often integrated with an IDX (internal link). This data can be so personalized that it includes favorite neighborhoods, price range searches, specific requirements (central A/C), favorite home styles, etc. From there, Realtors can create automated listing alerts (daily, weekly, monthly) and can send out automated correspondences targeting the leads’ specific needs.
But can something automated be personalized? With a real estate CRM it can. If a lead has placed high importance on a kitchen island in their search history, you can set up automated alerts that match that specific keyword. The automated message could look like, “Hey Jane, I know how much you want a big kitchen island. When I saw this listing, I thought of you.”
Past clients can be targeted by neighborhood, income level, or any other criteria for seasonal updates and appropriate check-ins. Right after a sale, you can schedule a check-in for a few months later, like “Hey Joe, it’s getting chilly. Have you got to try out the new fireplace, yet? Just thinking of you and hope you are enjoying your new home.”
The best Real Estate CRMs help Realtors build relationships and never spam.
4. Get Clients Fast
Real Estate CRMs are fast. Really fast. Just a few seconds can make or break snagging up a hot lead online. CRMs are great because they get leads in touch with Realtors, instantly. Even if you are unable to pick up the phone, personalized emails and text messages can get you connected in a heartbeat.
5. Benefits Realtors and Leads
CRMs are great because they grow relationships and save time for both Realtors and leads. They benefit leads because they provide useful, personalized content when they need it. They also help establish a trusting relationship with a Realtor. Real Estate CRMs save Realtors time by automating their workflow, nurturing their leads, managing everyone in one place, and by helping them regulate their income stream. They also keep Realtors personally connected to every lead, client, and past client by building relationships. A Real Estate CRM can transform any Realtor’s business.
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