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3 Real Estate Customer Relationship Management Tips

The case for using real estate CRM software can be made with two statistics from the National Association of Realtors:

  • 44 percent of buyers begin their home buying process online. NAR Highlights
  • 64 percent of sellers found their agent through a referral from a friend, neighbor or relative. NAR Highlights

Using a CRM to stay in touch with prospects and past clients to supplement your content marketing efforts isn’t an option; it’s critical to the success of your real estate business. Here are three reasons why you should highly consider making the switch to real estate CRM software:

1. Automate: Respond to New Leads Right Away

It sounds simple, but good intentions will not carry out this strategy. You’re an agent; you’re often driving, presenting contracts by phone or in person, managing inspections and closings and trying to squeeze in time with friends and family in between clients. Dropping all of those things to return an online lead inquiry is not only unrealistic, it’s also impossible.

The best real estate CRM software programs allow you to automate the follow-up process. As real estate expert Hoss Pratt shares, “80 percent of all sales happen on the fifth to 12th contact… they need to know you care.” Nothing will show a prospective buyer or seller that you care more than an instant reply to their inquiry. You can’t control when those inquiries come in, but you can control the process that responds to them by making it instantaneous.

2. Lead Nurturing: Combine Email Marketing with Drip Campaigns

While your competitors are focused on pricey pay-to-play models and content marketing tools, you can focus on using a CRM to build a successful email marketing drip campaign that has proven to deliver the highest ROI.

If you look at Hoss Pratt’s quote above, there’s a message about timing that should not be ignored: “sales happen on the fifth to 12th contact.” Only a combined email marketing and drip campaign effort will help you with lead nurturing. Sure, social media is the eye candy of the digital world right now, but in a competitive industry like real estate, you cannot afford to ignore the data.

  • 91 percent of consumers check their inboxes at least once a day. If a lead isn’t returning to your website, you can maintain your visibility by showing up in their inbox.
  • A full 65 percent of email is now accessed on mobile devices. Use email to keep your name in front of prospects, wherever they go.
  • Email has the largest user base when compared with social media, “but it also has the largest user base of any age group,” says OptinMonster. Forget about which channel has the most number of home buyers and sellers; email has them all.

The only way for realtors to stay in touch with prospects and reach them between the fifth and 12th contact: Lead nurturing with a drip campaign.

3. Maximize Past Client Relationships with a CRM

Do you focus more attention on new leads than your past clients? If 66 percent of sellers found their agent through a referral from a friend or family member, what are you doing to make sure you’re at the top of their referral list?

A CRM can help you set up drip campaigns filled with content that your past clients will love:

  • Monthly community event alerts
  • Important home maintenance reminders
  • Home decor tips and articles

Advanced CRMs build social intelligence data into their platforms, giving users the ability to create drip mail campaigns based on client personalities and prior engagements.

As a realtor, you have enough items on your checklist. Advanced CRM technology can help you stop wasting precious time and focus on lead generation systems that produce results.