“I hear the term Real Estate CRM thrown around quite a bit, but I’m worried I’ll look stupid and ultimately be fired for woeful incompetence if I ask what it is…”
If this sounds familiar, fear not. This article is here to answer this question as well as give you the necessary knowledge to help you make an informed decision when selecting the CRM that is right for you.
First and foremost CRM stands for Customer Relationship Management. In the real estate industry these software applications help brokerages manage their agents, clients and transactions. Good CRM applications not only provide all the necessary tools but also come with a built-in system that facilitates this process for the broker.
Real Estate CRMs have become more and more important as the world rapidly migrates to mobile devices. Cell phones are being used more than ever to do business over desktop or laptop computers. Although CRMs can be incredible tools, not all CRMs are created equal and knowing the difference is key.
Prerequisites:
Some Real Estate CRM’s are free and others charge a monthly service fee. The best way to choose a CRM is to pick one that will meet your individual needs irrespective of which one is the most popular. It is important to ask yourself if you meet these minimum requirements before picking a CRM:
- Willingness to learn. Any CRM will have a learning curve.
- Discipline to use it constantly until it becomes a habit.
- Patience before you can see the impact of using one.
If you cannot align with these three fundamental prerequisites, that’s ok. A CRM may not be right for you at your current stage.
Must Have Features:
Most real estate CRM platforms have a lot of overlap in the functionality they offer. However, the most essential functionality should include the following:
- Great support and training resources are key in learning a CRM.
- Cloud-based platform accessible through a web browser with Internet connection.
- Mobile responsive or have a mobile app that allow you to access all its features on your phone.
- The ability to easily import contacts from your phone directory or a CSV file.
- A method for segmenting clients to easily identify them where they stand in your sales process.
Icing On The Cake:
Some CRM platforms come with advanced features that can significantly enhance the results you can get out of them. These special features are as follows:
- Transaction Management: Some CRMs come with built-in systems to help manage your sales cycle from prospecting to closing a sale. This is a great feature to have because it allows you to use a predictable and measurable process that help you become a more seasoned realtor.
- Lead Generation Management: Some Real Estate CRMs integrate with major real estate websites such as Realtor.com or Zillow serving as a hub enabling you to manage all your leads under one roof.
- Calendar Management: Having the choice to manage your calendar through your CRM is a great way to improve efficiency and focus. Some come with special features that enable you to get reminders on important dates allowing you and your clients to stay on the same page.
- Drip Email Campaigns: This feature is important because it enables you to automate communication with your clients based on where they are on the sales lifecycle.
Here is a quick look at three Real Estate CRM systems that I have looked into and seem to be client favorites.
Real Estate CRM Comparison Chart
| CRM | Pricing | Agent Website | Cloud Based | Agent Subdomain | Customer Satisfaction | Transaction Mgt | Lead Mgt | Drip-Email Campaign |
| Boomtown | $$$$ | Y | Y | Y | **** | Y | Y | Y |
| Kunversion | $$$ | Y | Y | N | *** | Y | Y | Y |
| Boston Logic | $$$ | Y | Y | N | * | Y | Y | Y |
A good CRM is the one that best meets your specific needs. A better CRM is the one that meets your needs and enhance your throughput by giving the right set of tools. And finally, the best CRM is the one you use consistently. If you think you meet the prerequisites for using a Real Estate CRM, this article should give you a basic understanding of what to look for and help you make the best decision for you and your brokerage.