Pretty much all CRM solutions today integrate with brands’ websites, allowing you to feed visitor activities and contact info into one central location. From there, you can add additional information that you pick up through text, phone calls or in-person meetings so you have a complete picture of your lead pipeline.
Fast forward: You have a real estate website you’re proud of. The next step is to hook it up to a lead management system so you can follow up with the right people at the right time.
“Marketing automation” may sound scary, but it’s actually a friendly resource that can save real estate agents time, energy and headaches:
These are arguably the most common use cases for automation today. The one that’s most relevant to agents, however, is customer relationship management (CRM) software.
Again, “CRM” may seem like a scary marketing term – but the good news is that real estate CRMs are usually pretty basic. Here are the three main features that you are likely to encounter:
The most powerful real estate CRM feature of all is lead activity tracking.
Here’s how it plays out in real life:
A prospect fills out a form on your site to get a home valuation, or they favorite a listing or two and spend time on a page that details your sales history. The right CRM will let you keep track of their activity on your website and add additional information to their lead record so you know when they’re ready for a conversation or in-person meeting.
1. Collect all of your contacts — top leads, lukewarm prospects, and general connections — from every lead gen source (your website, real estate portals, ads, etc.) so that when you secure your CRM, you can easily import them from a single spreadsheet.
2. Figure out how you want to segment your leads and contacts into different buckets in your lead management software. For instance, you could start basic by simply segmenting them into “hot” leads, “cold” leads, and plain-old contacts.
3. Start the CRM research process. You don’t have to buy a CRM today or tomorrow or even a month or two from now. But if you start growing your business at a strong rate in the months ahead, you’re going to eventually need one to keep tabs on all of your prospects, so you might as well start the search for the right CRM now so you can make an informed buying decision later.