4 Important Features In A Real Estate CRM

As a real estate professional, there is probably no tool that is more important than a CRM or customer relationship management software application. A good package allows you to manage your relationships in a way that will free you up to do the research, selling, and closing that you need to in order to increase revenue.

Of course, customer sales and marketing types of applications have been around for decades. The primary difference between today's software and the past is that new applications consistently promise better integration with information that you need in order to be successful.

Here are 4 of the most important features that you can look for in a real estate Ixact CRM:

1. Integration with MLS:

If you work for a large company, you are probably used to people talking about silos. Different teams or organizations within the company move forward and try to protect their power as part of the normal business dynamic. The problem is that as the teams grow and politics stay the same, silos are built that get in the way of effective communication going on between teams that need to communicate. Sales and marketing is a classic example.

With a CRM, integration with a feature like the MLS is important because without it, you are working with information silos. You use one application to contact and organize your customers, and another to pull the actual listings. It is far better if your application affords you the ability to actually use the MLS listings and customize them as part of your communication campaign with clients.

2. A funnel that works like you do:

When you think about the different types of lead management systems that are available, you will probably remember systems that did not match the way that you work. It is one thing to offer different buckets for you to organize your leads into. It may be quite another thing to have 15 buckets with 5 leads or clients apiece in them and then realize that in your world, you actually thrive when you send listing opportunities that are more individualized then the buckets that you created. So you reorganize the buckets or pieces of the funnel and look for a common denominator that will define people in a way that matches the sales style that you follow.

As lead management is a pretty large industry, putting an effective lead management system into their application is a key function for companies that manufacture that type of software. If you can separate your opportunities in any way or shape that you desire, you are in good shape. If you have contact management that allows you to run very campaigns that are as sophisticated as the leading email marketing cloud software, you are similarly well-situated. The key is probably to approach it as if you were purchasing a sales system. Develop detailed requirements that match your organization's needs so that you know when you try the software out if it does have the capabilities that you need.

3. Social media:

As with the MLS, being integrated so that you have social media available inside the application that you are working with can save you a lot of time. Most people do not actually data mine Facebook in order to get new leads. On the other hand, if you business or you as an agent are on Facebook or Snapchat, you can definitely make use of the leads that you do have in order to provide them with information using that type of interface.

4. Portability:

There aren't too many CRMs on the market that do not offer some form of integration with smartphones and tablets. The difficult decisions for agents therefore are often more along the lines of the size of the screen that they want to share with clients when they are in front of them personally. It is also important to understand how the email or links that you send out will be interpreted by your client's phone or tablet. If your application creates email that is not formatted for all sizes of screen, it may be inconvenient for your client to try and view it while they are away from home.

Portability also becomes important when you look at the interface that you use in order to upload media to your application. If you consistently have to use your camera to create photos and then go through your gallery to choose individual files in order to import them into your CRM, it may be slightly more inconvenient than if you had your phone's camera application integrated into your CRM so that you could just take a picture and have it automatically included upon your approval.

Today's CRM applications are becoming so sophisticated that it is possible to imagine a day where all of your work will be done using one interface instead of a few. The more integrated your package is, the less likely you will spend time having to coordinate media and information for your clients.