Choosing the right customer relationship management tool may be one of the most frustrating aspects of setting up your real estate business. If it works correctly, your CRM should serve as a silent partner, providing the structure to organize and nurture your contacts and relieve you of repetitive, mundane duties so you can focus on building your business.
- Ensure your CRM is compatible with your lead generation tools
- Find a CRM with responsive customer support
- Decide whether you want and contact-only or all-encompassing CRM
Is it compatible with other tools you’re already using? Olson, who uses Top Producer, found that he could easily integrate video service BombBomb and the Riley lead management system into his CRM. Focus particularly on a CRM that will be compatible with your lead generation tools, Olson suggests.
Does it have robust automation features? A CRM’s capacity to set up and automate routine correspondence and marketing campaigns is probably most important for real estate professionals, Olson says.
Does the CRM provider offer sufficient customer support? It’s important to know that if you run into problems using your CRM, you’ll get adequate assistance. “I really appreciate how personable, available, and responsive customer support is if you have a question,” says Joe Pryor, broker-owner at The Virtual Real Estate Team.
Does the company behind the CRM have staying power? Newer companies may be creating CRMs with more state-of-the-art features, but if they haven’t established longevity in the market, you could be stuck looking for another CRM if they go out of business.
How much time are you willing to invest in learning a CRM’s features? “You can find a CRM system with basic functionality that’s easy to use—but it doesn’t do much,” says Mary Pope-Handy, sales associate with Sereno Group. “Or you can choose a system that will do whatever you want, like track referrals, but you have to be willing to invest your time to learn how to use it.”
Will the CRM be appropriate for everyone on your team? Chris Kallin, a sales associate at Realogics Sotheby’s International Realty in Seattle, says that when he joined the brokerage’s four-person Seattle by Design team a year ago, each team member was using a different CRM. “One of the first questions I asked was, ‘If we are going to use a CRM, why not implement the same system for everyone?’” User interface in particular is an overriding factor when choosing a CRM for a team, Kallin says.
Do you want your CRM to focus on sales or relationships? When you launch your CRM, what kind of information first pops up? “If it’s a sales funnel and weighted opportunity figures, then it’s a sales-focused CRM, and that purports to be its primary value,” Kallin explains.
View the original article at Realtor Magazine