How to Use a CRM for Real Estate: 20 Tips

In real estate, successfully managing client communications and relationships and efficiently handling transactions are key to success. This is where a Customer Relationship Management (CRM) system comes into play. This article will explore using CRM for real estate, ensuring you stay ahead in this competitive market.

What is a Real Estate CRM

A CRM tool assists real estate agents in managing interactions with current and potential clients, tracking leads, and handling property transactions. It’s tailored to address the unique needs of the real estate sector, from individual agents to large firms.

Pros of a Real Estate CRM

Implementing a CRM in real estate offers numerous benefits. It enhances lead and client relationship management, streamlines transaction processes, and improves lead generation and follow-up strategies. 

Key Features of CRM for Real Estate Agents

Most CRMs on the market will offer similar features regarding contact and relationship management. Therefore the decision will likely come down to the best look and feel for your specific needs. We have described the key CRM features for real estate agents in detail in this post, but here it is as well:

  • Contact Management
  • Lead Management
  • Deal Management
  • Customization and Custom Fields
  • Social Media Integration
  • Email Tracking
  • Calling and Texting
  • Group Messaging & Email Templates
  • Automation
  • Technical Support and Training
  • Integration with MLS 
  • Mobile Accessibility 

20 Tips on How to Use CRM for Real Estate

1. Bring On The Contacts! One of the most important things when getting started with a new CRM is building your database. This part can be time-consuming, but it does pay off in the long run. Here are some contact groups to consider:

  • Leads
  • Lenders
  • Title Companies
  • Home Inspectors
  • Past Clients
  • Current Clients
  • Vendors
  • Investors
  • Renters
  • Local Businesses
  • Commercial Clients
  • Real Estate Agents

2. Organize Them Contacts! As you are bringing all the different contact groups in, don’t forget to properly organize them. Usually, the easiest way is to just apply a tag like “Client” which will make it easy for you to locate any time you might need to pull up a list of all your past and current clients.

A list of filtered contacts tagged as clients
Segmented list of clients from Nimble CRM


3. Connect Emails & Calendars: This will save you a lot of time because your CRM system will automatically sync all interactions with your contacts and all your appointments and you will never have to hunt this information down in your inbox anymore.

Synced history of interactions in Nimble CRM.

 

4. App Download! It’s necessary to always have easy access to all the important information so make sure the CRM of your choice has a good mobile app and install it right away.

5. Install Browser Extensions! Nothing better than saving time on unnecessary data entry. The Nimble Prospector app plugs directly into Outlook, and Gmail and works anywhere on the internet. So imagine just hovering over somebody’s name on Facebook and not having to do anything else except click to add to your database! And easily find their contact info!


6. Dashboard Setup! Having a customizable dashboard available to you every time you log into your CRM is priceless. You can display your calendar, your active deals, important contacts, all your tasks, etc.

7. The Contact Record is Your Oyster! A CRM system is a contact database at its heart so it’s important to ensure that once you open up somebody’s contact record, you will be able to find all the necessary information quickly. Make sure that you pick a CRM that allows for this type of customization.

8. Custom Fields! This might sound like a daunting task.. But it can be awesome once all is set up.

9. Select Your VIPs! It’s all about saving time so mark all your VIPs as important contacts so you can always pull them up when you need them and find their contact info.


10. Log Them To-Do’s! Put in some things from your to-do list and make sure that you won’t forget about any of your tasks.

11. Workflows! Pick a workflow from a template or create your own. Workflows will allow you to visualize at what stage your current deals are and which need your attention to get closer to closing.

12. Automate It! Automation is essential for any repeated process as it saves a significant amount of time re-entering data, logging activities, and messaging contacts.

13. Segment Your Database! The segmentation feature enables you to search across many data fields to help you organize your contacts into lists. Once organized, you can take bulk actions, such as sending group messages and setting follow-up tasks.

14. Save Them Searches! Saving your searches will make your life so much easier. Once you create a search that you think might be useful in the future like a segmented search based on a specific type of vendor in a specific location, save it!

15. Group Message! Outreach to multiple people at once in a way that looks like a 1 on 1 message. Track the open and click rates and make adjustments until you are a group message pro. Create templates to save even more time.


16. Stay in Touch! Setup stay in touch reminders to ensure that you never miss a follow-up with an important contact in your database.

17. Setup Those Reminders! There’s nothing worse than waking up in the morning not knowing where to start and stressing about forgetting to take care of something.

18. Web Forms! Incorporate web forms into your website and workflow to make it easy for anybody to contact you.


19. Deals, Deals, More Deals! Find a platform with multiple pipelines, ideally with templates available so you can track the progress of all your sales.

20. Report it, Forecast on it! It’s important to always know how you are doing and where you need to focus your attention. Reporting CRM capabilities will be your best friend.


Choosing the Right CRM for Real Estate

Selecting the best CRM for real estate agents involves considering factors like ease of use, customization, scalability, and cost. Whether you’re looking for the best CRM for commercial real estate agents or the best CRM for individual real estate agents, it’s crucial to choose a system that aligns with your specific needs.

Best Real Estate CRM

Nimble

Nimble stands out as an ideal CRM for real estate professionals due to its focus on relationship building. Its ability to integrate seamlessly with a variety of email platforms and social media channels allows agents to effortlessly stay connected with clients and leads while saving precious time on data entry.

Top Features:

  • Contact, Communication, Calendar Management: Seamlessly integrates contacts and communication histories. Syncs with email inboxes and calendars.
  • Nimble Prospector: Email and browser extensions allow agents to hover over any name on the internet and create/update contacts. Finds contact information in seconds.
  • Workflows & Pipelines: Unlimited customizable pipelines with real estate templates make it easy to track progress and report on success.

Pros:

  • Value for Money: Offers a good range of features at a reasonable price point.
  • Ease of Use: Users find it user-friendly and easy to integrate.
  • Good Integration: Effective integration with various platforms, including social media.
  • Versatility: Suitable for various industries, not just real estate.

Cons:

  • No Texting Integration
  • Not all features are available on mobile

Reviews & Rating: 1,022 Nimble Reviews on G2 and 4.5 out of 5 stars

Pricing: $24.90 seat/month annually and $29.90 seat/month monthly

What Are Real Estate Professionals Saying:

 

Follow Up Boss

Follow Up Boss is a CRM solution specifically designed for real estate agents and is widely used in the industry. It assists in assigning leads, managing both outbound and inbound calls, and reviewing lists of pending or active clients through a unified interface. This CRM is ideal for high-performing agents and growing teams, especially those utilizing multiple lead sources and requiring integration with various tech tools.

Features:

  • Lead Assignment: Efficient distribution and management of leads.
  • Call Management: Handles both outbound and inbound calls effectively.
  • Client Management: Keeps track of pending and active clients.

Pros:

  • Excellent Support and Training: Users appreciate the ongoing training, tutorials, and the availability of a success manager.
  • Ease of Use: The program is user-friendly with helpful reminders and organizational tools.

Cons:

  • Caller Identification Issue: There can be confusion when a related person (a relative of a contact) calls, as it may show the contact’s name instead.
  • Inconsistent Alerts: Some users report issues with receiving consistent communication alerts.
  • Price: Can become costly.

Reviews & Rating: 97 Follow-Up Boss Reviews and 4.5 out of 5 stars on G2

Pricing: Starts at $57/mo per user (Add dialer for $39/user)

What Are Real Estate Professionals Saying:

LionDesk

LionDesk is a comprehensive CRM solution designed for sales professionals, including real estate agents, loan officers, insurance reps, and automotive professionals. It excels in streamlining communication with clients through advanced tools like video email and texting, enabling agents to add a personal touch to their interactions.

Features:

  • AI: AI assistant Gabby for automated follow-ups.
  • Texting: This enables texting directly from a desktop or laptop.
  • Marketing Tools: Includes quality content for emails, texts, and tasks, easy to set up.

Pros:

  • Reasonable Pricing: Offers most of the desired features at a very reasonable price.
  • Effective Marketing Section: The marketing section is praised for its quality and ease of setup.

Cons:

  • Billing Issues: Some users have experienced billing issues, such as unexpected charges.
  • Glitches: Many users on G2 reported issues with glitches and other technical issues.
  • Customer Support: Per user reviews on G2, many users were not satisfied with customer support.

Reviews & Rating: 34 LionDesk Reviews and 3.3 out of 5 stars on G2

Pricing: Starts at $25 per month when billed annually and $39 when paid monthly.

What Are Real Estate Professionals Saying:

Wise Agent

Wise Agent is a comprehensive all-in-one real estate CRM platform. It integrates various functionalities such as contact management, lead automation, transaction management, and real estate marketing software.

Features:

  • Contact Management: Organize and manage client information efficiently.
  • Lead Automation: Streamline the process of capturing and nurturing leads.
  • Transaction Management: Facilitate the management of real estate transactions.
  • Real Estate Marketing Software: Tools for marketing properties and services.

Pros:

  • Excellent Integration: Easily integrates with multiple platforms.
  • User-Friendly: Known for its user-friendly interface.
  • Outstanding Customer Service: Highly praised for its customer support.

Cons:

  • Complexity for Some Users: Some users find it difficult to use certain features, particularly in managing their Sphere of Influence (SOI).
  • Email Integration Issues: Challenges with email account integration due to security measures.
  • Data Entry Nuances: Minor issues with data entry and requirements for specific field inputs.

Reviews & Rating: 15 Wise Agent Reviews and 3.6 out of 5 stars on G2

Pricing: Starts at $49 per month, $499 on an annual basis.

What Are Real Estate Professionals Saying:

Meet Nimble — the Perfect CRM for Realtors Who Value Nurturing Relationships, Not Just Tracking Dollars and Deals

Nimble stands out as an ideal CRM for those in the real estate sector who prioritize building and maintaining client relationships. With over 10 years in the market, Nimble was founded by Jon Ferrara, a pioneer in the CRM industry. Backed by Google Ventures and Mark Cuban Companies, it offers a perfect blend of functionality, user-friendliness, and stability, making it a top choice for real estate professionals.

Summary

Understanding how to use CRM for real estate is crucial for any agent or agency aiming to enhance efficiency, improve client relationships, and boost sales. By choosing the right CRM and utilizing its features effectively, real estate professionals can achieve remarkable success in their field.