What if you could spend the winter worrying less about building your business in the spring? That’s not just a dream — it’s a real possibility if you use a customer relationship management platform, or CRM, wisely.
If you’re not already using a CRM, you might worry that it’s more trouble than it’s worth. But here are a couple of numbers from a Real Trends study that might shock you:
- 40 percent of real estate agents use a CRM
- 95 percent of the nation’s top-performing real estate agents use a CRM system.
The latter stat is no coincidence. Investing time in setting up your platform now will help you build and maintain relationships for years to come. Here’s how.
Stay in touch
One of the main challenges for real estate agents is staying top-of-mind in a crowded market. But the real estate-client relationship is like any other relationship: for it to work, you need to let clients know you’re thinking about them. CRMs allow you to automate your communication and create multiple touchpoints throughout the year. Let the CRM work that relationship while you work active deals.
Build long-term business.
What if you knew exactly the right time to call a client to score a sale? A CRM can help you do that by keeping tabs on your client’s position in the sales cycle. Has the client been in the house for six years, which is the national average for moving? Has she just expanded her family but is still living in the same house? Keeping track of this information will help you meet clients where they are (and when they need you).
Access info anywhere.
Fidelity National Title’s CRM platform, Real Geeks, can be accessed anywhere, anytime, through your desktop or mobile. It’s a powerful tool that you can carry with you. Whether you are working your active files or enjoying some well-deserved downtime with the family, your CRM should be at your fingertips.
CRMs are customizable.
What are the weak points in your current sales cycle? Where can you improve? A CRM can handle everything from automatic e-mail follow up to drip marketing campaigns to lead routing. With a CRM, you can create a plan that works for you and is branded to your business and the needs of your clients. Many think CRM is the impersonal side of our business, but it doesn’t have to be. You can customize your CRM to make sure you remember personal details about your clients and how to best interact with them directly.
Discover your customer pain points.
CRMs allow you to track key data about the information you send through open rates. You can discover which topics interest them most and customize your interactions based on the information they provide — remember, it’s not just about keeping contact, it’s about adding value. Your CRM can help you pinpoint what is valuable to your clients and what is wasteful.
If you already have a CRM, now is a good time to see if it’s working for you or against you. Prep for a strong 2020 selling season with these best practices.
Map the customer journey.
What does it take to turn a potential client into a loyal client? You know your own strengths and the needs of your clients better than anyone. Where do you shine? If you have a knack for matching clients with neighborhoods, consider a marketing campaign based on figuring out the right fit. If many of your clients are retirees, how can you begin reaching out to them before they downsize? Once you determine the key points in the customer journey and how you can better assist your clients, you can automate time-consuming tasks and help your business stay top of mind.
Build your contact list.
Your contact list is solid gold. Store every lead’s contact info and demographic information in your CRM to segment email marketing lists and reach out during milestone moments. Remember: If you’re not working your leads, someone else may be!
Manage your team.
Are you using your CRM to manage your team’s tasks and to-do lists? If not, you’re missing out on a key feature. You’ll be better able to see workflows and the full picture of how your business is interacting with clients. Making sure touchpoints are met and your customer feels heard is important, no matter if the interaction comes from you, your CRM, or your team members.
Save digital paperwork on your CRM and you’ll never lose important information again. This important feature not only saves time, it allows for accessibility anywhere — even from your smartphone.
Create custom groups and manage permissions to reduce confusion and improve security for your clients. This is an especially important feature if you use a CRM to manage and store client documents and personal information.
Yes, it takes a bit of time to establish a fully functional CRM system. But making a small investment in hours now could have a huge payoff in 2020 — and years to come. If you’re interested in learning more about the CRM systems available through Fidelity National Title, give us a call. We can walk you through a tutorial or answer any real-world questions you have about setting up and using your CRM to its greatest potential.
Phil Archer is vice president - Treasure Valley manager and senior escrow officer at Fidelity National Title.