Like any powerful tool, a CRM is only as good as the person using it. It doesn’t matter how many hundreds or thousands of capabilities the CRM has, if the user doesn’t know what they’re doing – it’s about as useful as a phone with no battery.
Think about your CRM for a minute. Technology (especially robust platforms like CRMs) can feel overwhelming. So first let’s take a step back. Before we tackle some top strategies, consider these questions:
- Do you understand the full capabilities of your CRM?
- How much training have you/your team had with the CRM?
- What are your frustrations with it?
- Are there things you wish it could do that it doesn’t do?
- In what ways does it make your day easier? More difficult?
Make Sure You’re in the Right Relationship
Ideally this research will happen before you make a commitment with a CRM, but even if you’ve already invested time and energy into your CRM, you want to make sure it is the right one for you and your business. This takes more than just a Google search. Online comparative research is a good place to start, but we encourage taking it a few steps further. Here are a few ways to really get to know your CRM and discover if you’re a good match.
- Demo as much as possible.
- Make a list of features that are (1) essential, (2) nice-to-have, and (3) nonessential.
- Establish a budget. Remember that a CRM is an investment, and if used properly the ROI is worth it.
- Try to find customers of different platforms (through forums or networking), and ask them about their experience. What are their pain points? What do they like/dislike.
Take Advantage of Training
Aside from being on the right system for your business, this is perhaps the #1 most important strategy for getting the most out of your CRM. Do not underestimate the value of being well-trained! You can buy the most expensive, top-of-the-line tools, but if you don’t know how to use them, they’re a waste of your time.
What sort of training is offered from your CRM provider? Start there. Maybe they offer on-site training at their headquarters, or in-house training at your office. They might offer webinars, a virtual training series, or one-on-one phone calls. Take advantage of all of these capabilities, as it will be invaluable for your team.
One of the biggest mistakes that we see at BoomTown is when teams go through the initial training and onboarding and then they’re done. CRMs are very robust. They have a lot of capabilities and it can take a healthy chunk of time to conquer the learning curve and feel confident on the system. Schedule time within the year to make sure your team is up to speed with the newest features.
Training can be fun! Some of our most successful clients have BoomTown training nights periodically throughout the year. They get the team together and turn training into a game with food and prizes. This is a great way to keep the team up-to-speed on the system.
Be Diligent About Tracking & Measuring ROI
It’s not unusual for people to get a CRM just because they think it’s what they “should do.” Then, they take advantage of about 20% of the functionality, and use it as a virtual Rolodex. You don’t need an expensive contact list. There are iPhones and Excel spreadsheets for that. A CRM is meant to elevate your business in ways that simpler systems cannot. So be diligent about measuring your ROI so that you know you’re getting the most out of your CRM.
First, define how you measure success. It could be number of transactions, number of leads generated, number of hours saved by automating busy work. It could be a combination of all of the above! A good CRM will have tracking tools that will give you clear insights into all of these aspects.
We are big believers in “time is money,” especially in real estate. As an agent, you are always one conversation away from landing a new client. So having a few hours of down time for prospecting each week can result in $$$ over time. If your CRM has automated marketing capabilities, you can send emails to leads without even lifting a finger. BoomTown’s Smart Drip campaigns can save agents up to 36 hours a month.
Remember! You know how we mentioned before that a tool is only as good as the person using it? When considering your ROI, really think about the investment of time and energy that you’ve put into the CRM as well. Are you taking advantage of the full functionality? Additionally, give it a little time. In real estate success can be a slow rise while you build your lead database and farm your area.
Ah, yes. Age old advice you’ve been hearing since grade school. And it still rings true.
With a real estate CRM, the most important thing to keep organized is your database of leads. We recommend segmenting and categorizing your leads into workable lists. Not only will this help keep your database manageable, but it will save you time while you’re prospecting. Set up a schedule to stay on top of organizing your database! This could be quarterly, or even once a month. Scan through and make sure that all of your leads are tagged appropriately, and that no opportunities have fallen through the cracks.
Is your CRM a mess? Time for a little spring cleaning.
Connect Everything to Your CRM
To get the most ROI out of your CRM, use it like your “home base,” or central hub for your business. Ask a representative from your CRM provider about their integrations. The more of your technology systems that are synced with your CRM, the more seamless your day-to-day operations will be.
BoomTown integrates with some of your favorite platforms, so you can use all of your best tools and keep everything organized. Take a peak at some of our integration partners to get a sense of how “syncing systems” can boost your productivity and profitability:
- Agent Legend: Lead Conversion
- BombBomb: Video Marketing
- Brokermint: Transaction Management
- CallAction: Lead Conversion
- dotloop: Transaction Management
- Google Calendar: Task Management
- Mojo: Phone Dialer
- RPR – Realtors Property Resource: Market Data
- Spacio: Open House Management
- Zapier: Integration Automation
Use Your CRM’s Accountability Tools to Improve Performance
When you commit to a real estate CRM, you are investing money with the expectation of getting more back in return. If agents don’t properly reach out to their leads (or follow up with them on time), that’s money out the window. Don’t let high quality leads that you are paying for fall through the cracks.
Depending on your CRM, you should have tools to help measure agent performance. Whether you are an agent on a team, or a broker in charge of a team, holding agents accountable for staying on top of their leads benefits everyone involved. The BoomTown CRM makes it super simple to see each agent’s report, as well as the team as a whole. Use these accountability tools to motivate agents to do their absolute best, and to give them a heads up when they’re falling behind.
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