Can you imagine having to manually track the contact information of each of your clients and leads, and record each of your communications by hand? It’s hard to believe that real estate professionals used to have to operate in just such a fashion. But now we have the benefit of CRM software.
Connecting and communicating with your clients and leads is paramount in growing your real estate business. Fortunately, we live in an era of technology where we have access to a wide variety of tools, including CRMs, to make our jobs more manageable.
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What Is CRM Software?
CRM stands for Customer Relationship Manager. It’s more than just a database that stores information. A great CRM solution offers a way to communicate with that customer through “touches” via direct mail, email, text messaging, and social media campaigns.
Video: Put Your Lead Conversion on Cruise Control with Autopilot ISA
Following up with leads became a pain-point for us here at Ballen Brands. How many Fred Flinstones and Looky-Lous did we have to sift through to find the leads who were ready to pull the trigger? We set out to solve our problem, which is how we created Autopilot ISA, a program that works in conjunction with our CRM of choice, Infusionsoft. Check it out:
Capturing Leads with CRM Software
Generating leads can be the most difficult part of real estate. Fortunately, this can be accomplished easily through a CRM solution. CRM software is incorporated into a website to produce maximum results. When a potential customer visits the company website to buy real estate, this information is then sent back to an agent’s dashboard and informs the agent of a new lead. This notification allows the agent to develop an individual strategy before contacting the prospect.
Having a CRM solution designed within a website allows real estate companies to list properties and let the customers find their way to listings. This reduces costs for greater advertising campaigns and generates more organic leads through your website.
Contacting The Customer
CRM solutions are designed to simplify the process of managing customer information and interaction. With the website example, it would be easy for a company to put up a form collecting phone numbers, addresses, email addresses, and more.
CRM software makes it possible for real estate professionals develop smoother sales.
Since this information has now been collected by CRM software, real estate agents can access the information and contact the customer. Depending on the customer’s interests, other properties could be discussed that mirror what the customer wants.
CRM software makes it easier to find trends, see where more effort needs to be pushed, and to develop consistent strategies.
CRM software collects important data and allows users to convert that data in a diagram, chart, or map to visualize current and future trends. These trends can help real estate businesses focus their attention on properties they are finding difficult to sell. These trends also describe how certain kinds of customers buy. The data can be used to extrapolate key information that can to detail which properties best match a person’s income, current address, or other characteristics.
Tracking trends and their data allows real estate agents to develop consistent strategies to produce results in sales.
CRM software can also be used to manage how agents are performing, which then allows management to organize teams into better positions.
Customer relationship management software is an important technological asset that provides real estate companies powerful tools that produce positive results. CRMs can help real estate companies find potential leads, manage customer contact information, and develop useful images for planning consistent strategies.
9 Customer Relation Management Resources
- Top Producer
- Followup Boss
- Realty Juggler
- Wise Agent
What People Are Saying | Feedback About CRMs
Here are some of the comments made in our Facebook group when discussing CRMs:
“Infusionsoft is the best and most complete.”
“Probably the best overall CRM for lead follow up, listing and contract management, marketing, market snapshot, etc. There are hiccups, but having tried lots of CRM’s during my career, every site has hiccups, and TP [Top Producer] probably has the ones I can best live with.”
“TP [Top Producer] is a full CRM from lead to closing (listing and closing management) and beyond. While most do what TP does not all do “everything” TP does. The area where TP has to improve is its ability to monitor and massage client interaction (e.g. Infusionsoft). It cannot monitor what clients are looking at MLS-wise since the CRM does not have IDX like eEdge/Market Leader Pro. Therefore, I use E-Edge as a lead capture and initial drip and then push them into TP for long term management. I like that TP now uses BombBomb and MailChimp. I like the lead coach, social media grabber and things to talk about tab (which provides all of the listings around subject property fed in from the MLS – think Home Spotter). I like the autofeed directly into TP from local MLS. I like TP’s Market Snapshot and use the landing page for lead capture. Five Street is the auto-responder and pushes leads into TP from Z/T/R/Website, etc.”
“Top Producer – I’ve never found another CRM that gave me the front end lead follow up and contract management like TP. To be fair though, I really haven’t researched some of the newer products like C, FUB or IS. eEdge definitely still doesn’t get it for me, but we do use it as a lead hub for new leads. Once they become real though, we move them over to TP.”
“I personally like E-edge since it’s all in ONE and campaigns are updated annually”
” eEdge does a good job, once you take the time to learn it, though it is visually busy and irritating. Contactually is a great holding spot for sorting.”
“Top producer. I like it for the listing, closing management, fb, just wish it had the capability of infusionsoft smart client interaction as well and have mentioned it to tp”
“Top Producer for the simplicity. Hear really good things about Follow Up Boss though.”
“Salesforce AND I have some caveats: 1) you must have or know a database person, 2) it takes some time to get it the way you want it. The positives for me are that it is 1) completely customizable, 2) very powerful, 3) has a large app exchange for integrating with other things”
“E-edge for us right now. It does what we need… We’re database and prospecting focused and it handles our Idx for referred buyers, postcard direct mail, email, and phone call reminders for our database very nicely. It’s easy and simple enough for us to use at a high level.”
“I have been using Top Producer for 16 years. I mainly use it for contact management, notes, addresses, phone numbers. Most of what they have available is overkill to me. I just want to be able to look up contact easily, and see my notes on what they want, looked at, bought, will be selling, and to search for contacts – like Angies List only it’s Alan’s List. People come to me for who to call.”
“Insightly. We needed something where the action plans and were more customizable and easier to clear. Plus wanted something that was expandable for new expansions along with the ability to add a person as a Database manager to run it all.”
“Follow Up Boss is exceptional. I like the integration of social media profiles so I can see that they are a real person. Often where they work, what church they go to, where they eat dinner etc. it makes gift giving very easy at closing time. Also I like the fact that it tells me who I should contact (it’s been a while since you spoke to client X), and I like the team function of being able to assign one task to one person and another task to another. or one client to one agent etc. Also the customized auto emails that include the name of the site the lead came from are great.”
“I’m using Realty Juggler. I don’t need bells and whistles, plus I don’t want to pay a lot. I haven’t gone through all the features, but so far it’s working for me.”
“eEdge. LOVE the things I can do with it, custom campaigns, customized site, reminders, market insider.. I couldn’t do what I do without it.”
“TopProducer. I have had it for almost 15 years and it seems to keep on getting easier to manage and better and better additional options added as tools change. I like that I can customize plans, communication library and the many ways you can categorize contacts.”
“Top Producer has it and is the best CRM for real estate. The most complete end to end”
“It’s funny how everyone is different and has different needs. For me Top producer was lacking in almost every way I could imagine. But obviously they are keeping some clients very loyal and happy. It’s like trying to sell an android to an iPhone user.”
“Top producer also integrates with mojo dialer and bomb bomb video”
“I love RealtyJuggler. It has drips, allows me to set up action plans, groups people, prospect interest categories, mass emails, keeps up with my lock boxes, expenses, income, goals and more. Best part is it’s only $99 a year!”
“Realty Juggler. Easy to use and most importantly, you can designate what time of day you want your drip emails to be sent instead of at 4am like every other CRM ( as if I would be up at that hour sending emails). This feature alone makes my emails look like I sent them myself instead of looking automated.”
“I use Top Producer, contactually, and Follow Up Boss. I use them all for different reasons”
“FUB will let you do transaction management in only a rudimentary fashion. Transactions are workflow. CRM isn’t workflow. If you need transactions and run lots use a specialty tool: Brivity, Highrise, etc. etc. those focus on tasks, rather than client interactions and communication. That they don’t intercommunicate isn’t a big problem : maybe if you’re at 1000+ sides per year, it would be challenging…”
“FUB ! Great for teams. Awesome integrations. Continues to grow and integrate faster than anything else. It’s built on Salesforce. Curaytor uses it. Lacks postcard and USMail marketing and SMS txt messaging. Most systems don’t have that figured out.“
“Right now running split test with Tp,FUB and I have been “trying” to get infusionsoft up for 12 months now. Seriously time and labor intensive. I want to give up but then id be throwing away the time invested the last 12 months. How I wish someone had warned me.”
“As a user of Brivity I have a hard time imagining a team being highly effective with it as a CRM. I can see the transaction coordination and listing maintenance benefits, but managing your clients, no sir. At least not yet.“
Thank goodness we don’t have to manage our clients and leads manually anymore! We don’t have to risk dropping the ball and losing leads because we failed to communicate effectively. There is a plethora of customer relationship management tools from which you can choose, each with unique features and functions.
The nine resources listed are but a few among many of the available options for CRMs.