The days of keeping track of buyers’ and sellers’ contact information on sticky notes are long gone. The days of writing out nurturing emails manually are gone. The days of losing clients due to a lack of communication—long gone. Today, the majority of real estate agents use customer relationship management (CRM) software to stay in touch with their contacts.

Though technology has come a long way to help realtors improve their businesses, it’s important to note that any software program is only as good as the person using it. That being said, here are five real estate CRM mistakes you should avoid in order to get the most out of it.

1. You Haven’t Trained Your Staff to Use It

To maximize the use of real estate CRM in your office, you need to ensure everyone knows how to use it properly. If some of your employees are intimidated by technology or do not understand how to use its time-saving and valuable functions, they’ll continue to use their inefficient manual processes.

As with any software, user adoption is a real challenge, one that must be overcome if you want to get the most out of your new technology. Make sure all staff members feel comfortable using the CRM to improve customer service, drive sales, and increase revenue to ensure its implementation is a success.

2. Doing Everything Manually

If you’re not aware of all the features your CRM has to offer, you may still waste time on activities that could be automated. Many tasks can be automated using the software, such as lead nurturing emails, reminder texts, and other workflows. You don’t need to write out every email—use templates. You don’t need to manually add in all your contacts—use the import function. You’ll save a lot of time once you start using these automation functions.

3. Inputting Dirty Data

The information you input into your CRM should be accurate, and it should be complete. Otherwise, it’s known as dirty data. Take the time to go through your contacts to ensure all data is complete and accurate, including email addresses, names, and addresses, before you add it to the system. If required, ask buyers and sellers to confirm their information.

Your sales reps and others in your office won’t use the system if they believe they cannot trust that the information is accurate. They’ll prefer to keep their own files.

Eventually your lists will also decay, so take the time to remove outdated contacts at regular intervals to keep the information in the system of the highest quality to your employees.

4. Not Using Data Analytics

Your real estate CRM collects a wealth of information. It can record visits to your webpages, email open clicks, and so much more. It would be a shame to have all of this information and not do anything with it. Data analytics should be used to inform your decisions, so make sure to track information that’s valuable to you and analyze it to get the most out of your CRM.

5. Choosing the Wrong CRM

There are many different customer relationship management systems on the market, and so it might be difficult and overwhelming to choose the right one for your unique real estate business. Choosing the wrong system, however, can end up being more costly than beneficial. It can also lead to poor user adoption because it isn’t user friendly. It can be a waste if you don’t require most of the features that are offered. And it can be useless if it doesn’t have the features you absolutely need.

When choosing a CRM system, take your time. Ask your employees which features they value most. Request demos from reputable vendors, and do your research. Read reviews and testimonials. Though real estate CRM can revolutionize your business, you must choose the right system to realize the greatest results.

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