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
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.
REALTOR® MAY/JUNE 2014