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4 Things Every Real Estate Professional Should Automate

Services for Real Estate Pros with TORCHx by Web.com

So much of real estate sales and marketing happens in the digital world instead of "IRL" these days. The good news: That means less of your time is spent driving clients around to view homes, playing phone tag with leads, or handling other time-consuming "real-world" activities. The bad news: Between reaching out to new leads, responding to clients and prospects' texts instantly, and managing your marketing email lists, you may feel as if you have less time for what really matters — helping clients find the perfect homes.


How can you ensure that technology is helping your real estate business save time, rather than eating up hours of your day? Here are four things every real estate professional can automate.


  1.       Capturing lead data. Manually inputting data about new leads into your CRM is time-consuming. Plus, it’s easy for you or your assistant to make a mistake and input the contact information incorrectly. When a lead visits your website and searches for properties or downloads a piece of gated content, a good marketing automation tool automatically adds their accurate contact information into your CRM system. TORCHx goes further by capturing each website visitor’s behavior to identify the type of property they’re looking for. For example, it can identify whether a lead is looking to buy a home, sell a home or rent a property.

  2.        Customizing lead follow-up. Different types of leads require different types of follow-up information in order to build a relationship. The better you can tailor your outreach to each individual lead’s needs, the better your chances are of winning them as a client. Sending custom follow-up information to each lead is easy when you use a marketing automation tool like TORCHx. Use the premade email templates TORCHx provides or edit them to suit your business. Of course, you also have the option to create your own emails from scratch. (Always be sure you have permission from leads before you email or text them.) Since you won't need any third-party email marketing tools, you've got one less thing to manage.

  3.        Recording your progress with leads. Real estate agents always have good intentions to take detailed notes about every interaction with every lead.  But if you're taking notes manually, you inevitably forget some key details, or get sidetracked by interruptions and then have to reconstruct your notes from memory. A CRM tool that automatically tracks your interactions with each lead saves you a ton of time while also ensuring no details fall through the cracks. TORCHx creates a comprehensive timeline of each lead, including every time the lead interacts with you or searches your website, and records all of your correspondence.

  4.       Responding to communications. You can save time by using text and email autoresponders to answer leads and clients quickly while still providing a personal touch. Set up different autoresponders to send information about specific properties, for example. Give each property a unique code and have prospects text you the code to get more information. That way, the autoresponder can send the desired info immediately, even if you’re in a meeting with another client or showing a home.


By automating these four tasks, you’ll shave hours of work off your day while helping prospects and clients.  

Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Jesse, great list, and that is true, on my web site, lots of these functions are automated.

Dec 18, 2017 08:07 AM
William Feela
Realtor, Whispering Pines Realty 651-674-5999 No.

I am in the process of a full blown over haul of my systems

Dec 18, 2017 09:33 AM
Debe Maxwell, CRS
Savvy + Company (704) 491-3310 - Charlotte, NC

I automate where I can. A personal touch is needed at times too.

Dec 18, 2017 03:25 PM
John Pusa
Glendale, CA

Jesse Friedman Those are very good list of tips for real estate professionals.

Dec 18, 2017 04:34 PM
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

Thanks for sharing and of course a CRM system goes a long way. I think we will see more CRM companies following the lead of SalesForce in the incorporation of artificial intelligence.

Dec 19, 2017 07:22 AM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good evening Jesse Friedman

Congratulations on the well deserved featured post! You have some excellent suggestions  for real estate professionals. I automate where I can. but I really feel the personal touch is often needed.

Dec 19, 2017 04:11 PM
Ann Nguyen
eXp Realty of California, Inc. - Truckee, CA
Lake Tahoe Truckee Homes For Sale

Automation is a good help but I noticed that some leads do not respond to templated words sometimes so a personal touch can really make a difference. It would be amazing if all automated systems can be personalized accordingly.

Dec 19, 2017 05:46 PM
Corey Martin
Martin Presence Group - Ruston, LA
Real Estate and Management Solutions

I already have two systems like this in place right now. I am working on getting the other two automated soon. Great post. Thanks for sharing!

Dec 21, 2017 09:48 AM
Andrew Mooers | 207.532.6573
Northern Maine Real Estate-Aroostook County Broker

All of that does compute. The HAL 2000 is an amazing device. Seriously, tracking the habits of your buyers in their real estate searches, fine tuning what you send, how you connect makes it a special relationship. More sales, more listings, it are means keep track of the data. Saving time by making better use of it tightens up the operation.

Jan 22, 2018 03:11 AM
Emily Medvec
eXp Realty LLC - Santa Fe, NM
Broker | Realtor | Serving Santa Fe & Northern NM

Jesse, congrats on your feature post. You are right on target about importance of response and how automation can help. In my experience, I have found a quick call back gives me an opportunity to build a relationship sooner. My clients tell me they appreciate a human response. Again, everything depends on your business model. CRM is important especially if it is more personal. 

Jan 22, 2018 06:09 AM
Scott Godzyk
Godzyk Real Estate Services - Manchester, NH
One of the Manchester NH's area Leading Agents

That is a great thing to have on a web site. I get so many referrals that my web site leads have not been in the forefront for me. It is part of growth and finding a new agent to come in and work the interet leads

Jan 22, 2018 06:34 AM
L. Scott Ferguson
Ask4Ferguson - Your House-SOLD Name in Real Estate - West Palm Beach, FL
Sunny Florida Real Estate Professional

Great list!  Thanks for the reminder on #3!



Jan 22, 2018 06:51 AM
Juan Bernal

Great article I will take it into consideration and follow this tips. thank you and keep posting. thank you from www.fbdoors.com

Jan 22, 2018 08:39 AM
Teri Barton
eXp of California Inc. - Pasadena, CA
eXp Realty of California Inc.

Congrats on the featured post! Automation is everything, great article!

Jan 22, 2018 09:52 AM
Liane Thomas, Top Listing Agent
Professional Realty Services® - Corona, CA
Bringing you Home!

I am not familiar with TorchX, thank you for sharing.
Congrats on being featured!

Jan 22, 2018 10:08 AM
Rob Hurst
KenCom Real Estate - Bulverde, TX
Real Estate Broker, Kendall & Comal Counties

Congratulations for your "featured" post!

Good information for sure..

I also sent you a private e-mail.. Thanks for responding in advance.

Feb 28, 2018 02:05 PM