Jordan Reyneke·Database·06 July 2018

Why Use A Real Estate CRM?

Comparing a CRM to traditional contact database tools like Outlook or Gmail is like comparing apples with oranges. They are entirely different, even if they both have seeds, or in this case, contacts. A CRM, as the name suggests, is designed for client relationship management. Outlook and Gmail are essentially an email client. It doesn’t matter where your emails are hosted, you can use Outlook or Gmail to access them. If you include all the tools provided by Office 365 or G Suite, they provide collaborative resources for sending, sharing and storing documents and files, whether that is a word document, powerpoint presentation or PDF files. So one doesn’t necessarily replace the other.

The crossover between the 2 systems is the contacts database. You can save contacts in both, so why waste your time doing the same thing twice?

“ The main difference with a CRM, are all the tools that allow you to leverage that database in an efficient way.”

CRM software opens the door to new levels of insight into your contacts database. The more you engage with your database, the more information you will gather about the ways in which those contacts interact with your content. This allows you to tailor your future marketing to the right people at the right time. The more you target communications, the more powerful they become.

In the case of Eagle, it’s a CRM specialising in the real estate industry, so the software tools are tailored specifically to you as an agent.

For example, from your contacts database in your CRM, you could have:

  • Property alerts going out to potential tenants, buyers or investors
  • SMS notifications or emails going out for upcoming open homes, routine inspections & appraisal meetings
  • Market updates going out to your current or prospective landlords and vendors
  • Landlord/vendor reports being sent directly to your landlord or vendor

All of these things can be happening automatically, without any extra input from you.

“There’s a lot of extra stuff in there that you just wouldn’t get with a basic contacts database.”

It’s not a case of using a CRM instead of Outlook or Gmail, you should be using both as they are designed for completely different purposes. A good CRM will integrate the two, so when you’re sending or receiving emails through Outlook or Gmail, they’re automatically adding the content of those emails to the contact record in your database. Effectively, the two systems are talking to each other.

Having the right software platform for your business is crucial in the modern digital age. Finding a CRM that flows seamlessly with your physical processes can take your client engagement to new heights without requiring exhaustive time or effort. Society is proliferated with marketing material and as a result, many have become desensitised to its effects. It’s now more important than ever to deliver the right content at the right time so that you can engage with your database in a meaningful (and profitable) way.

Part Two: Features To Look For In A Real Estate CRM

Part Three: Return On Your CRM Investment

Part Four: Are You Getting The MOst Out Of Your CRM?


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