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Investing in a Real Estate CRM? Consult These Tips First

June 23 2022

crm relationshipsIt's no secret that a real estate CRM can be a big investment, especially if you're partnering with one of the industry's leading CRM software.

We know that partnering with a new CRM is a giant leap. But, performing software-specific due diligence can help you feel confident and excited about the newest addition to your tech stack.

Software Shopping 101: How to Analyze a Potential CRM

To help make sure that the CRM you choose has all of the features you need to streamline your workflow and drive more success, you should always spend time evaluating the system.

One of the most important aspects to focus on is usability. In other words, you can only maximize the returns on your CRM investment if your team is using the system to the fullest.

Before making the purchase, you should know which CRM will be the best fit for you and your team.

Pro Tip: CRMs are not one-size-fits-all. You'll need to analyze what challenges you're trying to overcome to determine which software will best suit your team.

For example, if you are losing too many leads because you're not following up properly, you'll want to shop for a CRM that automates and streamlines lead engagement — allowing your team to follow up quickly and effectively every time.

3 ROI-Boosting Tips for Adopting a New CRM

1. Master Lead Follow-Up

If you're not following up with your online leads, you're likely not converting them.

According to the CRM + Agent Adoption study from REAL Trends:

  • 92.13% of brokers named follow-up and relationship marketing as the most-used CRM feature.
  • 86.52% of brokers named drip marketing as their most-used CRM feature.
  • 70.79% of brokers named follow-up reminders as their most-used CRM feature.

Warming and engaging leads are critical for the long-term success of your CRM.

BoomTown's data has revealed that the most successful agents are typically the most responsive agents who provide stellar service to all of their clients. As a result, BoomTown's features improve agent response rates — helping users reach, warm, and convert more leads.

2. Invest Time in Software Training and Agent Support

Investing in a CRM does not end once the purchase has been made.

If you want to see strong returns from your CRM, you need to continue investing time, energy, and work into the software.

  • When first introduced, your team of agents need to be thoroughly trained to use the CRM.
  • As you continue using the CRM, your agents need continual technical support and additional training sessions to ensure that everyone is familiar and confident with the new system.
  • Further down the line, agents need to be held accountable for using the CRM properly. To see results, the agents on your team should be working with the CRM and integrating it into their daily workflow.

Pro Tip: When teaching agents how to use a new system, make sure that you make time for individual training.

Ask each agent on your team if they have any questions, or if they are struggling with any aspects of the new system. This allows you to address the specific points of confusion that may be holding your team back.

3. Be Patient

Success takes time. When adopting a new CRM, be patient and wait for the results.

Once you integrate the CRM into your workflow, you may identify areas of your real estate business that need to be optimized.

For example, you may find gaps in the lead warming process and learn that you need additional support. As a result, you may need to create an ISA team or recruit new agents. In these cases, you may need to wait until you've hired and onboarded the new talent to see the whole system work seamlessly.

Perfecting the way your CRM works for your business is a work in progress. Give it time, be flexible, and continue monitoring how the software is working for your business.

What to Do if Your CRM Isn't Generating Returns

If your CRM is not generating returns even after you've followed these three steps, there might be a bigger issue with how your team is using the system.

In some cases, your team could be using the wrong system that does not integrate with your business. In this situation, it may be best to re-evaluate your purchase and determine if it's time to switch to a new, more effective platform.

Or, your team members may not be using the CRM how they should be. If this is the case, working on agent accountability may be helpful. Your team needs to consistently invest the time and energy into the CRM to achieve a strong ROI.

Identify the problem and then seek a solution that will set your business up for success.

To view the original article, visit the BoomTown blog.