Using your Real Estate CRM Effectively: Creating Relationships Online

Using your Real Estate CRM Effectively: Creating Relationships Online

Our lives have been made easier by technology and access to information. In the real estate world, potential buyers and sellers can quickly go online and find insights on home prices, features, and locations.

For real estate agents, this means more competition to earn a client’s business. Those who are ready and willing to adapt will have continued success. While technology has introduced new challenges, managing potential leads doesn’t need to be complicated.

A well-implemented real estate CRM tool can help you juggle hundreds, if not thousands, of leads. You can build better customer relationships, have better lead conversion rates, and increase your customer loyalty.

How to Effectively Use a Real Estate CRM

Whether you are working alone or with a team, managing your day-to-day work involves knowing exactly where to focus. Knowing who needs a call, text, or email should be a productive and seamless process.

Not only do the contacts need to be timely, but potential clients expect a personalized touch. Buying and selling homes are emotional experiences. Clients want to feel that their needs are heard.

A real estate customer relationship management (CRM) tool should keep all of your leads in one place. You should leverage the tool to build those client relationships while also automating the process whenever possible. 

Client Insights

Each client has specific needs and reasons for entering the real estate market. While a client may provide you with some information, you can gain additional insights from online behavior.

You are probably using social media for real estate marketing and to engage with your clients. A CRM tool can pull back social media profile information. This helps you gain insight into the person in ways that may not otherwise come up in conversation.

You can also gain insights by tracking a lead’s behavior on your website. Knowing what properties were viewed and links clicked tells you a lot about what that potential client is seeking. If you have reactions, favorites, or other website tools, you should keep that information with each client’s profile.

Pulling all of this information together into a CRM will help you know what steps to take next.

Lead Behavior Routing

If you are working with a team, you want to pair your leads with the right agent for that client’s needs. Certain agents may have expertise by geographical area or price point.

Within a real estate CRM, you can automatically route leads to different agents. You should create criteria that makes sense for your team. You’ll improve the relationships by ensuring your leads are matched with the best agent possible.

Your team will have more accountability with automated routing. You won’t have to worry about a lead slipping through the cracks. Leads will get in front of the right person so that the follow-up happens quickly.

If you manage your own leads, you can still use rules within a CRM to follow-up with leads based on different behaviors. Think about your potential clients and how you identify and follow up with a “hot” lead versus someone who is “just browsing.”

Personalize Your Contact with Clients

Automatic collection of information and assigning agents are great for some of the upfront work. But the way you will connect and build relationships with your clients is by adding that personal touch.

Within a CRM, you will want to have notes that you can add to the profile of any client or potential client. When you ask those critical questions about wants and needs, you will want to add this information to that person’s profile. That way, next time you speak, you can show that you listened and care.

Your CRM should also keep all of your correspondence in one place. From automated emails, to 1:1 emails, to phone calls: you want to know when you last contacted that client and why.

Automate Your Emails

With so many leads to nurture, the correspondence can be overwhelming. From alerts of new properties that match their criteria to auto-responders for scheduled showing, the emails and texts can be endless.

Fortunately, relationship management with email automation is relatively simple. You can still personalize the message based on the client, but the task does not have to be tedious. Using a real estate CRM, you can automatically send the emails to clients based on the criteria you define. 

Here are some examples of ways to automate the contacts with leads and clients:

1. The Welcome Email

Don’t overlook the importance of a welcome email. This is your first engagement with the potential client and sets the tone of who you are as a real estate agent. Automate the welcome email to new leads in your CRM.

2. Lead Nurturing

Not all customers will want to engage with you directly at first. Some are still thinking about what they want or want to do their own research first. Still, it is important to nurture the leads with emails that reflect your personality and establishes you as an industry expert for what they need.

3. Provide Meaningful Content

The more you can segment your leads into different groups, the better you can provide that personalized touch and take advantage of email automation. For example, your engagement will differ between buyers and sellers, different price points, and various neighborhoods.

You should set up your CRM with workflows that identify the type of email to go out and the timing. This will boost the overall effectiveness of your email marketing strategy.

Putting a Real Estate CRM To Work for You

Throughout the journey of your real estate clients, you want to provide them with meaningful contact. You’ll have better lead conversions and more success if potential clients see you as someone they can trust. You’ll save time and cost per lead by utilizing a powerful real estate CRM.

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