What to Expect From a CRM Solution
To get the most out of any client relationship management system, you need workable
business and marketing plans. A CRM platform will perform well only if it complements
your workflow. To that end, it’s important to organize your sphere, separating your
contacts into categories: leads, warm leads, current clients, and past clients. These
can feed into ranked referrer tiers. Once you have set up categories, a CRM solution’s
value to your business should become clear. But above all, as you consider which
system is right for you, don’t let the perfect be the enemy of the good. Here’s what a
CRM system can help you with:
1. Organizing your brain. It takes time to get the hang of a CRM system, so give yourself a chance to get comfortable with it. Commit to it for at least one business cycle.
Find at least one metric to show how CRM a;ected your business. Did you get more
A-level referrers sending you business? How many of your current clients sent you
business during the life of your transactional relationship? Being aware of those stats
will help you organize your thinking and develop a successful marketing plan.
2. Establishing and maintaining connections before, during, and after transactions. Use your CRM system to collect warm leads from your website, open houses,
and referrals. Build rapport with those folks well before they ever become clients.
During transactions, use the CRM to keep your clients up-to-date as the market
evolves, solidifying your position as an expert. And finally, never forget to keep up with
clients after you’ve closed. That’s one area where many practitioners fall short. And
look at your website and e-mail drip marketing platforms. Can those be integrated into
your CRM platform?
3. Prompting action. Some of the newer CRM platforms evaluate your relationship
skills and nudge you to interact with someone you may have forgotten about. When it
gets busy, it’s easy for your raving fans to fall through the cracks, and sometimes that
little kick in the behind helps.
4. The bottom line. View real estate sales as a marathon, not a sprint. How you set up
your business and marketing plan four months ago matters today. A long-term commit-
ment to CRM is the easiest way to find your next client. At the end of the day, real estate
is a belly-to-belly business, and good CRM can help you reach your goals.
Blake Sloan, broker-owner
Sloan Realty Group, Myrtle Beach, S.C.
Years in the business: 9
2013 team transaction sides: 475
2013 team sales volume: $63.6 million
Facebook friends: 1,383
Twitter followers: 455
What customer relationship
management software do you
use? I was unable to find one that
would give the real-time advanced
metrics and reporting needed to
e;ectively manage our team, so we
built our own advanced-level CRM
system. We reverse-engineered
exactly what we wanted, hired
developers, and built it on the v Tiger
platform. We have continued to fine-tune it, and we absolutely love it.
What’s one of its cool features?
We can mass-communicate on
a personal level. Through “hug”
fields, we gather all kinds of
information from our clients: their
favorite sports teams, restaurants,
activities, kids’ names, birthdays, and so on. We can follow up
systematically and segment to particular groups. If a certain college
team wins, we’re able to e-mail all
of those fans congratulating them
on the win.