It may be hard to believe, in this day and age, but many real estate agents are still managing relationships with their customers the old-fashioned way. They don’t make use of technological tools that can make their jobs much simpler and more efficient. One of the biggest aids they overlook using is a comprehensive and high-quality customer relationship management (CRM) tool, like Salesmate.
Ask nearly any real estate agent what makes them successful and they will likely say that it is the relationship and rapport that they build with their clients. They have to earn the trust and confidence of clients, which takes time and requires that they stay on top of things – not letting anything slip through the cracks. Staying updated and making regular, consistent contact with clients is made easier for realtors when they use the right CRM. But those benefits are really just the tip of the iceberg. The most significant benefit is how a CRM builds and nurtures client relationships.
How a CRM Fosters Positive Client Relationships
When real estate agents use CRM software, it helps build strong and valuable relationships in the following ways:
- Provides organized information, all in one place. Have you ever walked into someone’s office and found that their desk and computer were covered with scribbled-on post-it notes? It doesn’t present the most professional image. It also makes the desk owner seem scattered and overwhelmed. With a CRM, a lot of useful information is consolidated from many sources all in one place. And, that information can be accessed from many platforms – desktop computer, laptop, tablet, or smartphone. Real estate agents will be organized and on top of things building confidence and trust with their clients.
- Puts relationships in context. The biggest rapport-builder is friendly and regular contact made with the context of the real estate agent and client relationship. Tracking those relationships can be pretty challenging without a CRM. Suppose you want to send out a “Happy One Year Anniversary in Your New Home” e-card, or a letter to prospective clients in a specific zip code. The most effective marketing takes advantage of the context of the relationship. Without relationship managing software, what seems like a fairly easy task could take hours of looking through files and calendars. A CRM should allow you to send out the right messages, to the right clients, at the right time.
- Allows for automation of tasks and marketing. According to research done by the National Association of Realtors, in its Real Estate in a Digital Age study, it was found that 93% of real estate agents prefer to use email to keep in contact with their clients. But that can be a lot of work without a CRM platform that helps you automate many of your emails, marketing, and follow-up. When you have the right CRM it will allow you to get your messages out automatically. It is not going to eliminate all manually entered emails, of course, but it will cut down on the number and save you time. It will also help you to stay engaged with clients, thus building rapport and strengthening relationships.
- Offers customization. A good CRM will allow you to record all the pertinent information about each client. By entering the information in – everything from price range, how many bathrooms they want, to what kind of flooring they like – you will not only be able to customize marketing, but also personalize the service provided to clients. Clients want to know that realtors know who they are and what they are looking for. A generic, impersonal email doesn’t do that. But a CRM program can help you make sure that you are giving clients personal attention.
There are other reasons that realtors should consider getting rid of the post-it notes and trying a CRM software solution like Salesmate. The above reasons are just a few that show how a CRM can deepen client relationships, which is key to sales success.
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