By Maddie Jostol, Senior Marketing Manager
Evaluating a real estate CRM in today’s noisy world is overwhelming. What will actually make a difference in your business? What should brokerages look for in a real estate CRM that will truly give you a competitive advantage?
It can be tough to know what features to prioritize, how much you should be investing, and what questions to ask. It’s important to go in knowing what pain points you’re trying to solve for and what your priorities are. There are a lot of solutions out there, which leaves you weeding through everything to pick a system and provider that will not only fill your current needs, but also grow with your brokerage in the future. Trust us, though… when you pick a good one, it will all be worth it.
The truth is, when you onboard a truly innovative, well-designed real estate CRM that fits your business model, it can make an amazing impact your bottom line.
Here are a few things that a good, modern real estate CRM should have that will undoubtedly enable growth in your business:
A system that understands your business.
First of all, you need a CRM that works for real estate. The sales process in real estate is drastically different from that of other industries. The way in which agents work leads, how marketing is done, the data necessary to complete a transaction, and the way goals are tracked are all unique to real estate. Choose a system that aligns with real estate transactions and compliments the way you do business.
Automation that improves productivity.
Any modern CRM should be built with automation in mind. Automation enables your agents to do more, with less time. It means they’ll be able to rely on technology to do the mundane, repetitive tasks so that they can focus on what they do best: building relationships.
Look for a system with marketing automation, such as email marketing that automates touch points with an agents’ sphere. MoxiEngage, for example, has Neighborhood News, which sends out personalized market snapshots to an agents’ sphere every month without them lifting a finger.
Event better, look for integrated predictive analytics that help your agents stay ahead of the game. Agents are attempting to stay in touch with hundreds of people in their sphere. Imagine being able to provide them with a system that not only automates many of those touch points, but also leverages data to notify them when someone in their sphere is likely to list.
Integrations that matter.
Speaking of automation, data integration is key to having a CRM that truly drives your business forward. Integration with your MLS should be a non-negotiable. Agents shouldn’t need to waste time on repetitive data entry, and your property data should always be up-to-date and accurate. When evaluating a real estate CRM, look for integrations that increase agent productivity, in turn, increasing your brokerage’s profitability.
Lead routing should be a given. Integrated websites are best, because they route leads generated on your brokerage or agent websites directly into an agent’s CRM. On top of that, any lead providers (Buyside, Offrs, and Flipt are a few of our partners, for example) should be integrated so that those leads are routed into the CRM for easy follow-up.
Integration with your digital transaction management provider is also incredibly valuable, as it streamlines the entire transaction process for the agent. For example, agents can launch a DocuSign Transaction Room directly from their MoxiEngage account. The more we can simplify an agent’s workflow through valuable integrations, the better.
Reporting that promotes business growth.
At the end of the day, agents need to know: where does my business stand? Am I hitting my targets? Am I behind on my annual goal? Automated reporting enables and agent to always know the status of their business. Goal setting is step one, but agents also need the ability to track progress towards that goal.
As an example, since MoxiEngage is integrated with your MLS, an agent’s goals dashboard is automatically updated with each completed transaction, which enables them to see a realistic view of where their business stands without having to manually input any data.
A future of innovation.
It’s in your best interest as a brokerage to seek out a CRM that values innovation. The real estate industry is in an era of change and disruption, which means that in order to gain that competitive advantage you’re looking for, you’ll need an innovative technology platform behind that CRM.
Of course, we’re a bit biased since we’ve seen our clients drastically grow their businesses with MoxiEngage – the average agent with a MoxiEngage license sees 54% more transactions than those without, and the agents who fully utilize it see 117% more transactions over their peers without it. You can see why we’re biased. Regardless of the technology provider you choose to partner with, be sure to check these boxes when evaluating a new CRM. Choose a system that not only fits your business now but will grow with you.
If you’re in the process of evaluating a CRM for your brokerage and would like to get advice from one of our experts, reach out to us here.