Much of real estate comes down to time-tested sales skills. Using those skills is the way sales associates help people achieve their goals in a way that works for them. That's true of all sales associates, no matter their market or background.
The digital revolution has transformed real estate in many ways. The differences matter, but in the long run, many of them are not as complicated as they seem. The heart of the business remains the same: Finding ways to serve others' needs.
To do that, sales associates need to prospect leads, nurture them, secure listings, attract buyers, close transactions, and keep relationships alive, building a stable and reliable referral network. The role of technology is to make these tasks faster and easier, not to replace them.
To get the job done right, sales associates search out a real estate customer relationship management (CRM) solution. A CRM is the way busy real estate professionals keep all the plates spinning with a hectic schedule.
Thirty years ago, it may have been possible to manage a real estate practice from your desk with a simple Rolodex and a stack of business cards.
These days, real estate professionals need to accelerate the tempo to match the "always-on" consumer – but do it in a way that's meaningful and sustainable.
That's precisely where a modern CRM application comes in. It serves as a mobile "command center" for the entire real estate transaction pipeline. From prospecting to the listing, closing to post-transaction follow-up, a CRM's main job is twofold:
One of the best aspects of a CRM is that it allows sales associates to be proactive without resorting to ineffective cold calling. A CRM gathers and centralizes information on what leads are doing and when interactions took place, so finding the right time to reach out is easy.
A CRM system also has the advantage of ensuring sales associates don't stay tethered to their desks. A modern CRM app should run seamlessly on any mobile device and integrate with productivity software.
This lets sales associates focus on being recognized as experts within their community—through open houses and other face-to-face events—while never missing an opportunity to close the deal.
Sales teams in a variety of fields use CRM software. Sales associates have learned many different ways to incorporate CRM tools into their workflow. The benefits have been tangible for both large and small real estate practices, even though few CRMs are designed specifically for the real estate industry.
Day-to-day operations can change in many ways thanks to a CRM:
When sales associates know where they stand at a glance with all their leads, they can apply new methods to manage their time, improve their processes, and expand their business. It's almost like adding a new team member instead of a piece of software. In truth, it's the cumulative effect of putting more hours toward high-value tasks every day.
Customer Relationship Management is one of the most important trends in real estate today. Its impact is sure to be transformative, but there's still time for sales associates to reap the benefits and set the pace within their own markets. Exploring, comparing, and selecting a CRM is a project that's worth the effort for sales associates who want to reap the benefits of the best technology available.