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USER EXPERIENCE

What to Expect From a CRM Solution To get the most out of any client relationship management system, you need workable business and marketing plans. A CRM platform will perform well only if it complements

Custom CRM

your workflow. To that end, it’s important to organize your sphere, separating your

Blake Sloan, broker-owner

contacts into categories: leads, warm leads, current clients, and past clients. These

Sloan Realty Group, Myrtle Beach, S.C.

can feed into ranked referrer tiers. Once you have set up categories, a CRM solution’s

Years in the business: 9 2013 team transaction sides: 475

value to your business should become clear. But above all, as you consider which

2013 team sales volume: $63.6 million

system is right for you, don’t let the perfect be the enemy of the good. Here’s what a

Facebook friends: 1,383

CRM system can help you with:

Twitter followers: 455

What customer relationship 1. Organizing your brain. It takes time to get the hang of a CRM system, so give your-

management software do you

self a chance to get comfortable with it. Commit to it for at least one business cycle.

use? I was unable to find one that

Find at least one metric to show how CRM affected your business. Did you get more

would give the real-time advanced

A-level referrers sending you business? How many of your current clients sent you

metrics and reporting needed to

business during the life of your transactional relationship? Being aware of those stats

effectively manage our team, so we

will help you organize your thinking and develop a successful marketing plan.

built our own advanced-level CRM system. We reverse-engineered

2. Establishing and maintaining connections before, during, and after transac-

exactly what we wanted, hired

tions. Use your CRM system to collect warm leads from your website, open houses,

developers, and built it on the vTiger

and referrals. Build rapport with those folks well before they ever become clients.

platform. We have continued to fine-

During transactions, use the CRM to keep your clients up-to-date as the market

tune it, and we absolutely love it.

evolves, solidifying your position as an expert. And finally, never forget to keep up with clients after you’ve closed. That’s one area where many practitioners fall short. And

What’s one of its cool features?

look at your website and e-mail drip marketing platforms. Can those be integrated into

We can mass-communicate on

your CRM platform?

a personal level. Through “hug” fields, we gather all kinds of

3. Prompting action. Some of the newer CRM platforms evaluate your relationship

information from our clients: their

skills and nudge you to interact with someone you may have forgotten about. When it

favorite sports teams, restaurants,

gets busy, it’s easy for your raving fans to fall through the cracks, and sometimes that

activities, kids’ names, birth-

little kick in the behind helps.

days, and so on. We can follow up systematically and segment to par-

4. The bottom line. View real estate sales as a marathon, not a sprint. How you set up

ticular groups. If a certain college

your business and marketing plan four months ago matters today. A long-term commit-

team wins, we’re able to e-mail all

ment to CRM is the easiest way to find your next client. At the end of the day, real estate

of those fans congratulating them

is a belly-to-belly business, and good CRM can help you reach your goals.

on the win.

REALTORMAG.REALTOR.ORG

REALTOR® MAY/JUNE 2014

41

RealtorMag May/June  
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