Essential Guide for Real Estate CRM Software

In this article we’ll explain the importance of CRM software (Customer Relationship Management) for real estate agents and teams breaking down some of the top products in the market…as well as factors for deciding between them.

It’s a lot of info so here are the key topics you can use to navigate:

• Why Does A Realtor Need A CRM?
• Real Estate CRM Feature Comparison
• Best CRM for a Solo Real Estate Agent
• Best CRM for a Solo Real Estate Team
• Best CRM for a Brokerage
• What Are The Top CRM Integrations

Why Does A Realtor Need A CRM?

It’s pretty simple. Successful agents are twice as likely to use a CRM (insert standard causality vs causation disclaimer 😆).

In a comparison between agents that just started using a CRM vs agents that didn’t, the ones that opted for the CRM showed a measurable increase in transactions.

To understand these stats, it’s critical to understand that CRMs won’t create a business out of thin air, but they are great at helping agents keep in touch with leads and past clients…which results in repeat business and referrals. That’s why CRMs are essential to many successful agents’ business. Successful agents tend to get a higher share of their business from past clients AND referrals.

Besides that, CRMs just save time. After all, real estate agents are busy. Emails, contracts, presentations, appraisals, inspections, broker tours, events, etc etc. With so many demands on their time, something always has to give…and unfortunately that can result in customer relationship management falling through the cracks. That’s what a CRM is designed for…so at the bare minimum, a good CRM saves you time.

Not only will we expand on what a CRM does, but we will also give you our top picks for the best CRM’s out there for Realtors across different use cases. After all, selling real estate is unique, and you should have a system that works specifically for your needs and the needs of your clients.

What Makes a Real Estate CRM Different?

So why is there a whole sub-category of Customer Relationship Management software just for real estate agents?

Real estate specific CRMs are designed with every part of the real estate sales cycle in mind: current leads, closed clients, dead leads, and referrals. Note, that some generic CRMs are still used by agents but before you go down the generic CRM path, make sure you’re getting a system with the necessary lead management, marketing automation, and integrations because these are the areas where real estate is unique compared to the thousands of other industries that also use CRMs.

With most Real Estate CRMs there are a variety of follow up functions (email, text, voice, social mailers). Some CRMs will have transaction management features which are extremely tailored to the real estate sales process.There are also full featured agent website platforms with property search functions (IDX) that are bundled with some real estate CRMs.

Matter of fact, almost any real estate technology can be bundled with a CRM. For example some CRMs have lead gen services attached too. The only constant is that they are all cloud-based solutions to manage all your clients information, so you will have your customer database at your fingertips at all times…provided you have an internet connection.

What Are The Best CRMs For Real Estate Agents?

Q: What’s the best CRM for real estate agents

A: The one you use 🙄

Ok overused real estate adages aside, the answer to “what is the best CRM for real estate” is very unsatisfying.

It depends.

But while that’s not the answer you wanted we’ve broken down the top CRMs based on the most common criteria that agents look for.

Real Estate CRM Feature Comparison

CRM	Follow-Up Capabilities	Website Builder & IDX	Power Dialer	Transaction Management	Open House App	Integrations	Common Add-Ons / Point Solutions
Follow Up Boss	✓Email & SMS action plans (drip campaigns); calls logged; No built-in AI (can integrate third-party AI).	✗No native IDX site (integrates with external sites).	✓Built-in calling (single-line dialer; available on higher-tier plans).	✗No built-in – use Dotloop, etc. via integration.	✗No native app – use third-party (e.g. Spacio, Curb Hero).	✓Yes – Open API; connects to 200+ lead sources & apps (Zapier for marketing, transaction, etc.).	Websites (AgentFire, Real Geeks), lead gen (Ylopo), open house (Spacio/Curb Hero), transaction (Dotloop) via integrations.
kvCORE (BoldTrail)	✓Robust: Automated email & text drips, behavioral triggers; AI-driven lead scoring & follow-up suggestions.	✓Yes – Integrated IDX websites & landing pages included.	✓Click-to-call & auto-call lists (via “Smart CRM” and mobile app dialer; includes shared Smart Number).	✓Yes – Lead-to-close pipeline; deeply integrated with back-office (transactions sync with BrokerMint).	✓Yes – Dedicated Open House sign-in app (kvCORE Open House).	✓Yes – API & Marketplace for add-ons (e.g. PropertyBoost ads, Core Present CMA). Native integrations with back-office (BrokerMint).	Add-ons: ISA service (Success Assurance), Core Present (CMA), Core ListingMachine, Facebook/Google Ads (via Marketplace).
Chime (Lofty CRM)	✓Yes: Email & SMS drip campaigns; AI Assistant chatbot available; robust automation for lead nurture.	✓Yes – Customizable IDX websites and landing pages included.	✓Yes – “Smart Dialer” built-in (single-line; multi-line options).	✓Yes – Includes a Transactions module for deal tracking (integrates e-sign via Dotloop/Skyslope if needed).	✓Yes – Open House form tool (Lofty Open House app for sign-ins).	✓Yes – Open API and Zapier support; marketplace for integrations. Native integrations: e.g. Gmail/Outlook sync, social media ads.	Add-ons: AI Assistant bot, social media marketing (Social Studio), direct mail, PPC lead gen services (via Chime).
MoxiEngage	✓Partial: Email campaigns (bulk emails, drip via add-ons like ActivePipe); prompts for calls & pop-bys to sphere. Limited SMS (new Messenger add-on for texting).	✓Yes – Option for brokerage-provided IDX MoxiWebsites (WordPress-based).	✗No native dialer (focus is on task reminders; calls via phone).	✗No built-in – integrates with transaction systems (Dotloop, DocuSign, SkySlope via MoxiCloud).	✗No native app – relies on partners (e.g. Spacio open house app auto-feeds into Engage).	✓Yes – MoxiCloud open platform (Zapier integration available); 150+ partner integrations (e.g. MailChimp, Dotloop, etc.).	Often paired with: Dotloop/DocuSign (transactions), Spacio (open house), ActivePipe (email marketing), Buyside (seller leads) via MoxiCloud.
LionDesk	✓Email and text drip campaigns with templates; video email & video texting built-in. Automations trigger instant texts for new leads.	✗No full IDX site (landing page builder available as add-on).	✓Power Dialer (single-line included in Premier; multi-line up to 3 lines as add-on).	✓Basic deal tracking, document storage, task checklists. Not a full transaction suite; integrates with Dotloop for forms/signatures.	✗No native app – use landing pages or third-party open house apps (via Zapier) for sign-ins.	✓Open API with many integrations (Zillow, Realtor.com, Google, etc.). Zapier supported.	Add-ons: Multi-line dialer, Facebook/Instagram ad portal (LionDesk/Boost), BombBomb (video email), Dotloop integration.
Brivity	✓“Auto Plans” for automated follow-ups (email/text templates, task reminders); built-in two-way texting.	✓Brivity IDX customizable agent website included.	✓Built-in Brivity Dialer (click-to-call, call logging, voicemail drop).	✓Integrated transaction management with task workflows and client/seller portal.	✓Dedicated open house app released recently.	✓Primarily an all-in-one platform, but does offer API/Zapier integration (e.g. Sisu, Mojo Dialer, etc.).	Often used stand-alone. Integrations for advanced needs: Sisu (analytics), Mojo Dialer, Zapier to connect other lead sources.
Sierra Interactive	✓Full CRM with automated email/text campaigns, task plans. Includes two-way texting (SMS/MMS logged to contact).	✓Integrated IDX websites with strong SEO performance.	✓Integrated dialer (auto-call lists, call recording, ringless voicemail).	✗No full transaction module – use external (Sisu, Dotloop, Brokermint) via API. Provides deal dashboards & broker reports but not e-sign.	✗No native app – supports third-party open house sign-in (e.g. via Zapier forms).	✓Open API; ~100 integrations. Direct integrations with tools like Structurely (AI text), Sisu (pipeline analytics), etc.	Often paired with: Structurely AI assistant, Sisu tracking, third-party transaction management (Dotloop). Strong SEO website reduces need for extra IDX tools.
KW Command	✓“SmartPlans” for automated follow-ups (email drips, task reminders, and automated texts via Twilio). Includes AI-driven contact insights (e.g. lead scoring via SmartViews).	✓Free KW Agent Website (IDX integrated) for each KW agent; also a consumer mobile app.	✗No built-in multi-line dialer (click-to-call via Twilio number; no auto-dial lists – agents often call manually).	✓Opportunities pipeline for transaction tracking (from lead to close); integrates with DocuSign for e-sign and compliance.	✓Built-in via agent site: instantly create a digital open house sign-in form for any listing.	✓Integrates natively with KW Marketplace apps: e.g. Twilio (texting), Facebook/Google Ads, PieSync/API Nation (contact sync). Limited open API outside KW ecosystem.	Primarily all-in-one: additional KW Marketplace apps (e.g. Homekeeper for vendors, Porch for moving). Some high-producing KW teams still add third-party CRMs (like FUB) once they outgrow Command’s capabilities.

And if you need a high level guide to comparing Real Estate CRMs consider these criteria: Cost, Ease-of-use, Marketing Capabilities, and Flexibility.

The Best Real Estate CRM for Solo Agents Vs Teams Vs Brokerages

Some systems are designed for different personas. Why? Well as an a example, a solo agent is going to prioritize different features and criteria than a team owner that has a dozen agents using their CRM. Below are the CRMs that tend to fit best for various personas, based on our research:

Best CRM for Solo Real Estate Agents

This is where ease of use and affordability are key.

Wise Agent

Wise Agent is often a top choice for solo agents on a budget – it’s low-cost yet offers robust features (drip campaigns, contact management, even transaction checklists) and 24/7 support (source: ​agentfire.com). Wise Agent is almost always mentioned at/near the top of the best real estate agent CRMs because it’s chalked full of features that are tailored to what real estate agents want.

Here’s a rundown of what they offer: CRM, marketing automation, transaction management, property landing pages, time tracking, and a set of real estate team features. Wise Agent has got you covered at literally every stage of the sales cycle.

Like most of the other real estate CRM Software, Wise Agent can centralize all the information you have about your clients and let you stay organized and engaged, but that’s just the tip of the iceberg. One of the benefits of a more “all in one” solution is that having to switch between systems wastes time and can be frustrating especially for agents that aren’t tech savvy. Plus having many systems that aren’t well orchestrated will lead to gaps in your business processes.

Hands down the most impressive feature for Wise Agent is the price. It’s actually cheaper than the offerings that have less than have the features. It’s like sticker shock in reverse. So if you need a CRM solution and a whole lot more, check them out. You will get your money’s worth and much more.

LionDesk

LionDesk is a popular pick for value conscious solo agents, valued for its video-email/texting and an included dialer at a reasonable price point​ (Source: theclose.com). It is also one of the most well known CRMs for real estate agents and has also become very popular with loan officers. LionDesk is known for its’ combination of powerful follow up features, while still maintaining ease of use all at a reasonable price. If you have been putting off investing in a CRM system because you don’t think you can justify the cost, LionDesk is most likely to prove you wrong.

The CRM functionality solid with LionDesk, but the marketing functionality really shines with LionDesk. Their “communications” stack has it all: text, email, snail mail, a dialer feature, auto-responders, drip campaigns, bulk options, and more.

Those drip campaigns are a big time saver btw. It takes time and concentration to sit down and build out a strong email campaign. Using one of the hundreds of shared email campaigns that LionDesk offers will undoubtedly make things much easier for you. You can customize these campaigns to work for your brand.

But really LionDesk turns heads because of the reasonable price tag on a really full featured solution. Yes there’s a CRM somewhere in there, but it’s the excellent marketing features that’ll make the difference in your business. If you are looking for more follow up options than you can shake a stick at, and don’t want to spend a fortune, LionDesk is worth a close look.

Pipedrive

Pipedrive is not a real estate specific CRM, but we’re going to mention it anyway because it’s grown a very solid reputation among real estate professionals. One of the best things about Pipedrive is it’s simplicity. It’s a sales focused CRM. It doesn’t have a lot to offer in the marketing automation category, but it’s flexible so it can integrate easily with solutions that will handle follow up and other bells and whistles. They actually have an app marketplace that includes 150+ other solutions…so they’ve taken the time to make connecting other tools very easy.

Using Pipedrive, you can create different pipelines to help you track clients at different stages of the sales process. Moving a client from one stage to another is satisfyingly simple with Pipedrive. Their application makes it easy to organize your client database and put all of your client conversations and notes in one place. Plus you can also get reminders to follow up, but that’s about the extent of Pipedrive’s marketing follow-up features.

The saying “jack of all trades – master of none” applies here. Pipedrive is by no means a jack of all trades. In a feature by feature comparison it’s gonna lose out to pretty much every other real estate CRM out there. However, don’t write it off. The Pipedrive feature set is focused and very intuitively arranged within their application…and depending on how tech savvy you and your team are ease-of-use can matter a LOT.

Best CRM for a Real Estate Team

Collaboration, lead distribution, and automation at scale are the focus.

FUB (Follow Up Boss)

Look no further teams… when it comes to real estate team CRMs it’s basically a category of one. FUB. They are focusing on the “Real Estate Team OS”.

And as part of that strategy they are building an open platform which prioritizes integrations with other best in class solutions (including Curb Hero).

This means they’ve developed excellent functionality when it comes to routing leads to team members as well as connecting lead data tightly with other systems AND they’re one of the few options that let’s partners build apps that can be embedded within FUB making it truly an OS for teams.

While the Zillow acquisition may have scared some agents away, many top performing teams are Follow Up Boss “lifers”. You know it when you ask them “What kind of CRM do you use?” and they say matter-of-fact-like “Follow Up Boss” with a tone that screams obviously. It’s not snark, it’s just that Follow Up Boss has made a name for itself in real estate agent coaching and mastermind circles as the go-to CRM for marketing automation.

Best CRM for an Entire Brokerage

Enterprise capabilities, agent adoption, and oversight are critical.

Lofty (fka Chime)

Lofty is a favorite – it offers the whole package (IDX website, smart CRM with AI, dialer, lead generation, agent collaboration, and pipeline management) which is why many brokerages opt for this all-in-one package​.

One of its biggest strengths is the AI-powered assistant, which nurtures leads via automated text and email responses, helping brokerages ensure no opportunities fall through the cracks. The power dialer, available in both single-line and multi-line versions, makes it easy for large brokerages with inside sales agents (ISAs) to conduct outreach at scale. Additionally, Lofty integrates with key industry tools like Dotloop for transaction management, allowing brokers to track deals efficiently while ensuring compliance. The CRM also offers automated lead routing, which allows brokerages to distribute leads to agents based on criteria like location, price range, or performance metrics, making it easier to manage a high volume of leads across a large team.

Another major advantage for brokerages is Lofty’s flexibility in integrations. The CRM supports Zapier and Open API connections, making it easy to sync with various marketing, transaction management, and back-office tools that brokerages already use. Its built-in social media and PPC advertising tools (e.g., Facebook and Google Ads management) help brokerage owners scale lead generation at an enterprise level, reducing the need for additional third-party marketing platforms. The pipeline management and reporting tools allow brokerage leaders to track agent performance and lead conversion rates, making it an excellent fit for brokers who want both high-level oversight and individual agent accountability. Because of its combination of built-in automation, advanced marketing tools, and enterprise scalability, Lofty is an ideal CRM for brokerages that want a centralized tech stack while still allowing their agents autonomy in how they manage their business.

BoldTrail (fka kvCORE)

BoldTrail is frequently the go-to for brokerages that need an end-to-end solution for all their agents. It’s an “all-in-one platform” that can act as a virtual assistant with automated campaigns and agent productivity coaching – brokerages choose kvCORE to provide every agent with a website, CRM, dialer, and more in one package. (In fact, major franchises like RE/MAX have partnered with kvCORE to offer it to their agents as part of their tech fee) That said, kvCORE’s cost is on the higher side and it has a learning curve (Source: ​agentfire.com), so it’s best suited for brokerages that will fully onboard their agents to the system’s many features.

MoxiEngage (MoxiWorks)

MoxiEngage is a top choice for traditional brokerages (often those with 50+ agents) that prioritize sphere marketing and want high adoption – it’s described as ideal for “residential brokerages with 10 agents or more” (Source: ​capterra.com).

MoxiEngage integrates tightly into brokerage operations (single sign-on with other tools, coaching plans, etc.), and brokers like the reporting and retention tools it provides. Essentially, Moxi is built to drive agent productivity by focusing on relationships (it’s often provided alongside training/coaching like Buffini or Ninja).

KW Command

Command deserves mention for brokerage use: it’s unique to Keller Williams, but it exemplifies an enterprise CRM deployment – it’s free for KW agents, and gives KW leadership oversight of agent pipelines (through “Opportunities” dashboards) while offering agents an all-in-one business tool​.

Platforms known for a CRM+Website Bundle

We’ll break out these two CRMs because they are really well known for their website+CRM combo used by solo agents and teams.

Sierra Interactive

Sierra Interactive is another top-tier CRM for brokerages, primarily because of its high-performance IDX websites, lead capture capabilities, and built-in sales tools that work exceptionally well for scaling teams and multi-agent operations. Unlike some CRMs that focus only on follow-up, Sierra is designed to be a lead-generation powerhouse, featuring SEO-optimized IDX websites that perform well in organic search rankings, helping brokerages attract and convert high-quality leads without relying solely on paid ads. The CRM also offers automated lead routing and round-robin distribution, which is critical for brokers managing multiple agents and ensuring that new opportunities are assigned fairly and efficiently. Its built-in power dialer (including call recording, voicemail drop, and automated call lists) enables brokerages to run aggressive outbound prospecting campaigns, making it a great fit for high-volume sales environments where inside sales teams (ISAs) play a crucial role.

Sierra Interactive also stands out because of its open API and deep integration capabilities, allowing brokerages to connect it seamlessly with third-party lead providers, transaction management systems (like Dotloop and SkySlope), and analytics tools (like Sisu for KPI tracking). Unlike all-in-one solutions like kvCORE, which lock users into a single ecosystem, Sierra gives brokerages the flexibility to build a custom tech stack while still providing core CRM functionality in a user-friendly and highly scalable package. Additionally, the broker-level reporting and pipeline visibility tools give leadership teams the ability to monitor agent activity, conversion rates, and return on investment (ROI) for marketing efforts. Many brokerages that prioritize long-term lead nurturing, SEO-driven lead capture, and scalable automation prefer Sierra Interactive because of its strong website capabilities, high-quality lead flow, and seamless integration with external tools, making it a highly effective choice for growing brokerages.

Real Geeks

In addition to a great name and a cool logo, Real Geeks differentiates itself from other real estate CRMs and platforms by combining lead generation and management. Once again (we’re a broken record right?!) it’s not fair to pigeon-hole Real Geeks into a pure real estate CRM software category. It’s an end to end offering for getting new business, which is arguably the most essential part of any real estate business.

The lead generation product within Real Geeks is called “Real Leads” and is focused on Facebook paid marketing and Google pay-per-click (PPC) campaigns. Interested consumers are directed to lead capture forms on agent websites that are also powered by Real Geeks.

These sites include a full featured property search tool (IDX) where buyers can save searches, set filters, favorite properties, and browse interactive property media like mapping and street view.

Bolted to that is a nurturing component with property alert emails to bring users back to agent’s site. Of course the agent gets full visibility into the behavior of each lead so they can understand each buyer and personalize follow up.

For seller leads, they have market reports and property valuation functionality too. All of their consumer facing sites are mobile responsive too.

So yes, central to all of this functionality is a true CRM for Real Estate Agents. On the lead nurturing side, Real Geeks offers the expected automated Email/SMS drip follow up, SMS autoresponders, as well as, real estate team specific features like lead assignment, reminders and stale lead features so no lead gets left behind. They even have metrics to track individual agent activity to make sure each member of the team is staying on top of their follow up.

What Are The Top Real Estate CRM Integrations?

As we’ve covered, the offering across these real estate CRMs vary. Also keep in mind that, as the industry shifts (“change” is the only constant, right??), there will be feature needs outside of what a chosen CRM offers. So having an open system with the possibility for integrations is an important factor in picking software for a real estate business. This goes for CRMs, realtor marketing tools, transaction management, and beyond. Generally speaking, beware of closed systems. Not only do they lack integrations, but switching costs are deliberately high.

Every CRM we’ve covered above has a Zapier integration which makes them inherently open. That means you can use social marketing and real estate lead capture software like Curb Hero to easily sync leads to any of these CRMS.

Many of the CRMs we’ve covered also have native integrations which make connecting specific tools more straightforward.

The most important real estate software integrations to consider when choosing a real estate CRM:

• Data import and export: Lack of contact data export is a sure sign that switching costs are going to be high if you ever choose to leave a system. Importing the data is always a nice convenience too. Most CRMs for real estate agents have support staff that will assist with these operations even if they aren’t self serve features within the software itself.
• Additional marketing software: this is a fast moving part of the business so it’s important to have integrations possible on both sides (your CRM and your shiny new marketing software). The more real time your integration is the more effective. For example Curb Hero has real time integrations with 2000+ CRMs and marketing platforms via Zapier.
• Lead generation integrations: something to look out for as you browse different lead generation tactics. This may not always be possible, and sometimes a lead gen solution may be so effective that you can tolerate a bit of manual overhead…just remember that lead gen services AND human error are both costly.
• MLS integration: this may be critical for powering any property search functionality you may be delivering in your CRM or connected marketing apps.
• Transaction management: well at some point those leads are gonna go under contract right?! IF not there are bigger problems to worry about, but provided you are converting your leads, it’s good to have a buttoned up process so that your leads details are automatically added to whatever software is going to be managing the transaction.
• Post transaction follow up: For most successful agents, repeat and referral business makes up the majority of their income. That doesn’t just happen by accident. There are marketing apps dedicated to things like getting positive reviews, sending closing gifts, and staying top of mind with newsletters and social media. Getting your CRM synced up with these tools leaves agents with one less thing to worry about when growing this important business source.

What are the Risks When Implementing a New CRM System?

Whether you’re starting to use a CRM for the first time, or you’re switching from one software program to another, you might run into some challenges along the way.

Thinking about potential problems might seem scary, but don’t let the idea put you off implementing a new system – remember that ROI we talked about earlier? Top producers are more likely to use a CRM, and conversely, using a CRM consistently will often lead to higher earnings – Ch-ching!

Now you’ve got a handle on the value of CRMs and have some ideas about which ones to try, let’s talk about the risks you might encounter. Hopefully, we can help you mitigate them so you don’t end up throwing in the towel before you see success.

So . . . what stops agents from rolling out their CRM successfully, and how can you make sure you stay on track?

Common Challenges

CRM use is growing like crazy. In fact, CRM software sales are expected to reach over $80 billion by 2025, making it the fastest-growing software market in business. Tracking your leads and interactions can help you increase client touchpoints and ensure you convert leads to sales, but the return on investment will only come if you use it consistently. Here are some risks that could lead to falling off the CRM wagon:

It Doesn’t Do What I Need it To!

You can prevent this problem with some research and planning before selecting your new CRM (see above for our recommendations.) Choosing the right software for you and your business is essential for success, so get clear why you wanted a CRM. Then, decide which features will provide the most benefit for your business.

Start by talking to other agents, especially those with businesses similar to yours. Find out which programs they love and which ones make them grumble, and ask the reasons for their opinions. Learn what their pain points were in implementation, so you can attempt to avoid them.

Then narrow down your choices and ask for demos. For each program, decide whether you like the interface and determine the extent of the learning curve. If the program isn’t user-friendly, you run the risk of abandoning ship in frustration. Try before you buy. Make sure the CRM will meet your needs for specific features and integrations with your favorite productivity apps.

It Looked Better in the Sales Demo

CRMs are powerful tools, and each one is different; no surprise there. We recommend taking advantage of onboarding training at implementation and any tutorials provided by the CRM. The fact of the matter is, you need to be trained on your new CRM. It will make troubleshooting much more straightforward and implementation a breeze if you know how to get the system to do what you want it to on day 1. Sorry, no winging it here! 

If you did this, and the CRM worked beautifully in the demo, you took the training, and it all clicked, but now that you have your hands on it, it’s difficult– you’ve got options. First,  YouTube is your friend. Someone out there has most likely already encountered this issue and probably posted a tutorial on YouTube. If that turns up no luck, you can reach out to the CRM company to troubleshoot or hire someone on a freelance site to help you resolve the issue. 

I’m Too Busy to Input the Data!

Yes, there is an initial time investment. You’ll either have to enter your contacts for the first time or migrate from one CRM to another. However, there are marketing automations that exist to integrate leads so moving from one CRM to another may be easier than you think. The fact is, the investment will save you time in the future and make it much simpler to keep in touch with your sphere. If you really can’t fit it in, or the thought of data entry makes you groan, you can always hire a virtual assistant to do it for you.

As far as entering information later, the more you use it, the easier it gets. Plus, having your data all in one place sure beats searching your home, your office, and your pockets for random sticky notes and business cards.

It’s Too Difficult to Use

Take advantage of any training offered and use whatever customer support you can. Most CRMs have online tutorials or webinars you can access 24/7. If you pay for your CRM, some companies will send a trainer to your office. And, of course, even free programs offer community forums where folks will try to answer all your questions.

Worst case scenario? Ask a colleague to coach you. Caution, this option may require a bit of bartering (think chocolate or wine).

 I Can Never Find What I’m Looking For!

Again, planning is essential. Before you start using your system, make decisions about how you will enter and display information. As the saying goes: garbage in, garbage out. If you don’t take the time to set up your CRM right from the get-go, it will be much harder to find what you need.  Use consistent formats for data entry (such as Last Name, First Name) and naming uploaded files. For example, you might use the date, client name, and file category (0921 Smith Buyer Rep) to label each file.

Also, a CRM with too many bells and whistles may turn out to be more confusing than practical. If you don’t need or won’t use more advanced features, there’s not much sense in paying for them.

How to Roll Out Successfully

If you’ve considered these factors, you should be able to roll out pretty smoothly. Take your time and make sure you build out the system so you’ll use it effectively.

Whatever you do, see it through. If this is your first time using a CRM, you might still be tempted to write someone’s contact info on a napkin. Don’t do it! It’s not 1993 anymore! Pick up your smartphone, open the CRM app and enter the data, right here, right now.

Likewise, if you’ve previously used a different CRM, you might want to revert to the old one. You may need to use both systems simultaneously until everyone is on board with the new one. That’s okay, but don’t let it drag on forever. Using both can get messy, and it’s expensive to support two licensing subscriptions.

Whether you’re launching your new CRM for your individual use or across the office, set a deadline for the final switch and stick to it. Otherwise, you might find yourself falling back into your old ways (like getting back together with an ex), enjoying the familiar but never moving forward.

Don’t Just Get Your Feet Wet, Dive Right In!

As you can see, there are some easy pitfalls to watch out for when implementing a new CRM. A little planning, however, can help you avoid them. Once you get on board and learn the basics, using it will become second nature. You’ll have client info and interactions at your fingertips, your marketing will be more automated, and you’ll be providing better customer service and follow-up – all of which can help you increase your earnings.

Conclusion

Managing your business’ customer list within your smartphone contacts app is like a pro athlete showing up to the game ready to play in their indoor slippers. Sure they could, but it’s just not a pro move…and they’re not going to perform to their full potential. Similarly, without a real estate CRM in place, you are doing your business a disservice because your customers aren’t being managed optimally from a variety of angles.

Funny enough, while there’s a range to how much Real Estate CRMs cost, regardless of the price, you will probably more than make up for it by saving one lead from slipping through the cracks, getting a past client to do another transaction with you, or getting someone to refer a friend. CRMs are built to enable these opportunities and that’s why successful agents are more likely to use them. Game on.