4 Interesting Ways Top Producers Use Their CRMS (That You Might Not Be Doing)

Most agents use some kind of a CRM, whether that's a spreadsheet where they keep a contact list and track activity, or a sophisticated platform built specifically for real estate agents. And even though agents know that they should be leveraging these tools to help them generate more business (and more income), many of them seem to be doing so … somewhat halfheartedly.

That's what new WAV Group research indicates, at any rate. The group surveyed agents, split responses according to production level, and then analyzed the big differences separating top-producing agents, who close more than 30 deals every year, with agents who close fewer deals than that.

The big takeaways? Agents who produce more are using their CRMs a little bit differently than agents who produce less. Here are some ways you might consider tweaking your own CRM use in order to join that top echelon of sellers.

1. Choose Something and Stick With It

Everyone in real estate has heard of "shiny object syndrome." While it's a good thing to be on the lookout for potential improvements in the products you're using, that's not a great philosophy to have when it comes to working with a CRM.

One big thing that sets top producers aside from agents who don't close as many deals is that they have been using their CRMs, on average, for longer. This indicates that they are switching platforms less frequently than lower-producing agents.

If you use something for a long time, you get to know its quirks and abilities much better than if you're constantly swapping it out for something new. Of course, it makes sense to look for a new CRM if yours can't do what you need it to, but oftentimes that's a user issue, not a software issue.

2. Take Some Classes (Preferably Time-Bound)

A real estate CRM is a notoriously complicated piece of software, and for every feature it adds, the users will need a bit of training around how to best deploy the feature. If you never took the opportunity to take an in-person or live online training around how to use your CRM and everything it can do to bring in more business, there is no time like the present!

Top-producing agents are significantly more likely to say that they invested time and energy in learning how to use their CRM, either at a live in-person training, or through online training that is time-bound. On-demand videos can also be good options, but don't forget: You'll need to actually watch them and pay attention to them in order to get anything out of them!

3. Use Your CRM Every Day

When asked how often they use their CRM, the top producers in the survey were significantly more likely to use their CRM multiple times a day, or at least once every day. And when markets start to shift and tighten, they are more likely to report investing even more time into their CRM activities.

Some CRMs offer lists of priority activities and potential clients to tackle or reach out to every day. Whether or not you need that feature, it can be a good jumping-off point for training yourself to use the platform every day, no matter what.

4. Focus on One-On-One Conversations Instead of Blasts

Another interesting and significant way in which top producers differ from lower-producing agents in their CRM usage is the specific activities they focus on when they are using their CRM. Agents who aren't closing as many deals tend to be somewhat all over the place when it comes to their CRM usage: In other words, they're trying a little bit of everything, and they might not be entirely sure about what's really working and what's not.

By contrast, top producers are more likely to use their CRM to facilitate and track one-to-one text message or phone conversations with their prospects. They're doing this more than email blasts or other marketing tactics that a CRM supports. (Top producers are still using email blast features, to be clear, but they're also focusing more relentlessly on those individual outreach opportunities.)

Don't know what to share in those private conversations? Consider using RPR to generate a CMA for any homeowners in your network, or for buyers who might be interested in a specific property. The platform has almost endless opportunities for generating specific market data for the people in your sphere.

If you don't have a CRM, it's time to get one. And if you do, and you're not using it like a top producer, then maybe some of these tips will help generate more leads (and more business) for you, which is exactly what a CRM should be doing. Happy prospecting!

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