Despite the fact that the term CRM is generally used in conjunction with more traditional B2C and B2B organizations, the truth is that almost every real estate agent, particularly the most successful ones, use real estate CRM software in some capacity. This makes sense, as agents generally find themselves having to juggle many different clients at once, and these clients need to be easily distinguished from one another. But effective real estate CRM should be more than just a database of clients; the best real estate CRM should be an intuitive, customizable tool designed to be able to automate certain important functions and retrieve accurate data in real time.
But what does having the best real estate CRM actually mean for the agents?
There are many hurdles associated with real estate agents’ line of work. The best real estate CRM offers solutions to these issues, and does so in a way that is effective and efficient. Before covering them in depth, let’s consider a few broad issues real estate agents face that a good real estate CRM can solve:
Agents have to deal with high volumes of information all at once
Agents are often on the go
Clients expect immediate responses
Agents benefit from keeping in contact with former clients
Agents need to be able to quickly identify what is working and what is not
Although many CRM tools offer similar functionality, some tools are better suited to meet real estate needs more than others. In order to identify which tools are best-equipped to serve the needs of an individual realtor, one must first take a step back and identify that realtor’s specific needs. In addition to the challenges detailed above, every real estate agent will have his or her own unique obstacles. By recognizing these obstacles, and then researching highly rated CRMs to determine which ones provide the most complete solutions, realtors can narrow down the field of prospective choices. CRMs, such as Salesforce, that offer free trial periods or a demo to learn more allow users to get a more-accurate feel for how effective a specific CRM will be, without having to commit valuable resources to do so.
When all is said and done, the most advantageous CRMs for realtors are those that provide simple usability, high customization, and flexibility, and that integrate easily with any existing systems, processes, or databases. For example, the best real estate CRM often includes the ability to integrate MLS, run a drip campaign, and track lead sources. Additionally, the ability to share data across multiple channels can be invaluable, allowing realtors to use that data when creating various marketing campaigns.