There is a common misconception that small and medium businesses do not need a proper CRM system to operate. Given the limited resources and the small team size, decision makers tend to put digital investment as a lower priority.
In fact, technology adoption is one of the key drivers of SME growth and productivity. Regardless of the size, any smart business today requires a robust system to effectively manage data, client information, sales pipeline, and team performance.
Particularly in the real estate business, an effective CRM system will help agents handle prospecting clients through the sales funnel by collecting relevant information from the prospects, capturing useful insights, recommending all potential listings to maximize the deal potential, as well as handling all the repetitive admin tasks so that the agents can focus on the most important part—nurturing relationships.
Certainly, small real-estate agencies have different requirements from enterprise-level ones. If you are starting or running your own real estate brokerage, these are the qualities you should look for when considering digitally upgrading your agency:
1. Pre-designed for real estate business
Property brokers in smaller agencies are already busy growing the business. Therefore, they should be equipped with something intuitive to use on the get-go.
Unlike generic CRM software available in the market, a real-estate-specific lead and data management system will capture industry’s unique sales and clients’ decision-making process, inventory management, documentation, etc., without having to design workarounds that will end up being counterproductive.
Apart from speeding up the workflow, a well-designed, sophisticated system should be able to guide the growing team of agents about what should be done through the structured process, features, and functionalities—just like having an industry expert sitting next to you.
In addition, the system should allow basic personalization at the front end, as there is no one-size-fits-all when it comes to CRM software. The admin user should be able to conveniently amend terminologies, fields, document templates, etc., without technical knowledge required beyond drag-and-drop.
2. Centralized data management
In the real estate business, agents’ daily work involves clients, owners, properties, listings, commissions, etc. It is hardly possible to maintain real-time data integrity across spreadsheets even for a 5-agent company.
Imagine having to confirm the latest status of a listing with the team manager every time an agent wants to share it with a potential client. The lack of data accuracy and transparency often leads to poor team collaboration, missing valuable information, delayed service delivery, poor customer experience, and in the worst cases, losing the deals.
Data architecture is the skeleton of the system. As the decision maker, be sure to understand its design concept and how it benefits the users and the business in the long run when selecting a CRM system.
Real estate business is all about networking and connectivity. The CRM software should act as a command center that provides a holistic view of all business activities, especially for smaller organizations where each team member is responsible for multiple tasks.
The seamless integration between CRM system and agency’s website are highly beneficial as it auto-feeds leads into the system with useful insights like leads’ website browsing behavior. Unless you are selling only off-market properties, CRM integration with third-party listing platform and multi-listing services are also much needed for real-time, organized listing management. It is not ideal to have listings displayed as available on listing websites while the agents have already closed the deals.
Nothing is as important as a strong fundamental. It is critical to build your business on solid ground since the beginning, to grow healthily and sustainably. The right tool will be a user-friendly, yet strong and future-proof core system that is ready to scale. When the time is right for expansion, your agency will be able to operate on a bigger scale smoothly.
Property Raptor is the Salesforce-powered CRM software, developed by industry experts for real estate agents and agencies of any size. Behind our down-to-earth interface, Property Raptor is built with unique data architecture, to provide a strong foundation for seamless scale-up when the opportunity arrives.
Unlock your team’s potential. Let Property Raptor help agents deliver exceptional customer experiences and accelerate sales. Book a demo today to learn more!