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Helpful Guidelines for Real Estate CRM Usage

May 9, 2011 by · Leave a Comment 

Successful Agents Utilize their CRM System/Client Database to Enhance Personal Connections

Helpful CRM GuidelinesAt the core of every top producer’s business is a well-maintained CRM (client relationship management) system.

While the specific system varied from agent to agent depending on platform preferences and technical expertise of the agent, all systems contained the following features at a minimum:

  1. Robust, customizable contact data fields
  2. Ability to form groups or “tags” to organize records
  3. An unlimited, searchable notes field for each contact
  4. Integration with an appointment calendar or “reminder” system
  5. A means of recording “date of last contact” information
  6. Mobile access to editing and search

(More sophisticated systems also integrated direct mail/email management, automated letter campaigns, and social media interfaces.)

The differentiator between top producers and lower performing agents centered on essential difference:  Whether or not agents made liberal use of the “searchable notes” feature of the CRM system.

While all agents used their system for contact management, and most used their system for various mail merge and advertising functions, top tier agents kept detailed historical notes on their clients and prospects.  In this manner, their database not only provided a record of who to stay in touch with, but how to stay in touch with the greatest degree of personal relevancy.

In this way, successful agents use their CRM system as an “engine of thoughtfulness.”
With simple keyword searches, they are able to not only craft more personal communication with their contacts, but also make helpful connections between their contacts.  Records showed that agents who frequently cross-referred clients and prospects to one another were more likely to receive referrals from those contacts in the future.

Agents with a high degree of familiarity with Facebook and other social media platforms also used data found there about their contacts to further enhance the quality of the data in their own CRM system.  By keeping in “peripheral awareness” of their contacts through Facebook and their own searchable notes, they were frequently best positioned to time communications around the real-time lives of their clients.  Using Facebook as a listening post for major life changes (births, weddings, relocations, job changes) gave top producers “on the ground intel” about who might be most likely to need real estate services.

At the core of a rapport-building strategy is a robust collection of personal data.  This practice of adding “granularity” within contact records (i.e. gathering and refining the grains of information about clients’ and prospects’ interests) was cited over and over as a major reason agents were perceived as thoughtful, attentive, and experts when it came to attention to detail.

[Click here for a free copy of the 26-page report from which this post was originally taken, "6 Key Findings: How Successful Agents Build a Referral-Based Business"]

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