How Customer Relationship Management Software Benefits Real Estate Agents

Real estate agents who use Customer Relationship Management (CRM) software can benefit tremendously in terms of sales and marketing. A website that has such enterprise-style technology will likely attract and retain reliable clients who are interested in buying, leasing or selling properties. CRM for real estate ultimately aims to improve communication between real estate salespeople and their patrons.

Multiple Listing Service (MLS)

A CRM platform that's optimized for the real estate niche must have some type of MLS suite. MLS is a sophisticated system that enables agents to add, modify and remove information on properties that are available for sale or lease. For example, a user can enhance the listing of a home by adding high-quality photos and video clips. Panoramic or 360-degree virtual tours can also be integrated into real estate listings. Of course, agents are expected to provide detailed text-based content such as neighborhood information and community details. MLS also lets real estate professionals manage the technical specifications of homes such as numbers of bedrooms, total square feet, utility connections and local taxes. Therefore, MLS has to be linked to external databases that are routinely updated with relevant information on listed properties.

Communication With Clients

A professional real estate website must include a page that has the contact details of the affiliated agent. The standard contact information should include email, phone number, fax number and physical address of an office. Some CRM platforms come with live chat systems that enable potential buyers, sellers or renters to engage in real-time conversations with real estate agents or other representatives. After normal business hours, the chat service can be outsourced to a third party that specializes in providing online support. It's also a good idea for real estate professionals to set up national phone hotlines that allow clients to call at any time. CRM technology comes with forms that can collect information from website visitors who don't want to use online chats or phone lines. The forms automatically forward all data to the email of a given real estate agent who's promoted on the website.

Analytical Sales Tools

CRM solutions for the real estate sector include plenty of analytical tools that can ultimately increase sales and boost commissions for agents. Agents should carefully review the details of their previous transactions including initial asking price, selling price and brokerage fees. It's also important to review the sources that have been used to attract and capture clients on the web. Search engines, classified sections, directories and social networks are some of the most common online channels that ultimately lead people to real estate websites. Agents actually have the chance to launch advertisements on such popular web platforms. For example, Google AdWords can be used to create highly targeted ads for people who seek to buy, sell or rent real estate in specific cities.