Which CRM do you USE—NOT HAVE—But USE?!
Customer relationship management (CRM) is a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth. CRM systems are designed to compile information on customers across different channels -- or points of contact between the customer and the company -- which could include the company's website, telephone, live chat, direct mail, marketing materials and social media. CRM systems can also give customer-facing staff detailed information on customers' personal information, purchase history, buying preferences and concerns.
Now if that doesn’t scare the bejesus out of you then we can move forward! Sound overwhelming? This is the biggest complaint we have when exposing new agents to a CRM system. Many are very cumbersome, detail or tech heavy and out of reach of most of our newer or even experienced Realtors. I’m somewhat techy but the “long-tails” of these systems is enough to make me shake my head and pull out my old rolodex. It’s not enough to get a lead but the response rate and follow-up are critical and continual for effective conversion of this lead to a client. Once you have the client the CRM takes over the day-to-day contact and feeding of the client properties meeting their criteria. Once the deal is done and escrow closed, you’ll want to make this contact a long term cheer-leader for you. Now the CRM is all about keeping YOU “state of mind” when your client hears of someone thinking of buying or selling. And don’t forget to thank your referring past client!
But the thing is, your CRM may be god’s gift to contact management but if you are NOT using it the tech behind it is useless. Realtors seem to be drawn to the next “shinny object” which in our business is the NEXT great tech tool guaranteed to either bring you MORE leads or guaranteed to make sure you never forget those clients ever again. But have you implemented this new “shinny object”? When that bell goes off on your computer and it says, “Follow-up, 30days after close, Mr. and Mrs. Smith” are you scared to death to see how they are doing? DO you make that call? This might be a new post for another day. But let’s stick to recommended CRM’s from our “Active Rain” brothers and sisters.
My requirements for a good CRM is it must be real estate related. TP offers a wealth of venues all real estate related to set you apart from the pack—if you use it! TP has a fabulous but data intensive tracking system for implementation of your marketing plan. It has dozens of follow up letters and “drip-campaigns”. Major franchise are these custom made. However, some want a more on-line presence and opt for total integration of their contact system with email (gmail the biggie) plus other complimentary systems ranging from video to texting components. Yeah, I hear you. “I have to do all of this?” Remember, to get you have to give. Also cost should be considered. Some systems are minimally priced but others go from $39.00 to $189.00 a month or more. All are web based so access is not a problem. So in order to help our fellow Realtors get off on the right foot which CRM program do you swear by and actually USE? Tell us the biggest PLUS of your CRM? And do you the Realtor run it or is it farmed out to an assistant? Some of the ones now in favor: Realty Juggler, Referral Maker (Buffini product), Top Producer, Contactually or Realvolve.com. Which is YOUR favorite?