5 Tactics for Your Real Estate CRM

HGTV's House Hunters makes it easy to get caught up in the thrill of real estate. The show follows an individual, couple or family as they search for the perfect home. By the end of an episode, it's easy to guess which property they'll choose to buy.

Why is it so easy to guess which home will win in the end? It could be the TV magic that builds suspense and drama. Or you might find yourself guessing the one you'd want to buy. 

But it could also go deeper. By the time you watch someone view three properties, you get a true sense of what they like. Final decisions always come down to how well a house matches the buyer's hopes and dreams. 

Within the real estate industry, this situation is familiar. The better you understand your client's desires, the faster you'll seal the deal. 

The key to mastering this is by mastering the art of compiling and managing customer records. Read on to learn how a real estate CRM can help your business thrive. 

Real Estate CRM Tactic #1: Use Text Messaging

When you're showing properties all over town, you inevitably end up working on the fly. You'll need communication tools that help you stay in touch with clients—whether you're at your desk or in your car. 

While email remains a vital tool, it isn't always the most convenient way to connect with clients. Enter texting, also referred to as SMS. Texting is a quick and easy way to confirm appointments, send updates, or field questions, right from your smartphone. 

A good real estate CRM will track all messages with clients. That means you can view an archive of not only emails, but texts, too. 

Keep in mind that mobility is convenient for other reasons, too. Your real estate CRM should offer a mobile app, so you can access the full power of your CRM at all times.

Real Estate CRM Tactic #2: Add a Booking Integration

In the real estate business, the buyer's journey comes with dozens of appointments. From open houses to private showings, contract negotiations to closing, there are plenty of logistics to handle. 

From your clients' perspective, booking an appointment should be simple and convenient. Instead of calls or emails, try using a self-service booking portal on your website. You can even automate reminders to reduce the risk of no-shows.

A good real estate CRM will integrate seamlessly with your booking system. This offers key benefits, allowing you to:

• Identify which types of appointments have low (or high!) success rates
• Build complete customer profiles that include all activity
• Maintain accurate records of milestones and in-person conversations

The end result? A real estate CRM that helps you manage a complex web of customer interactions. 

Real Estate CRM Tactic #3: Keep in Touch With Past Clients

One of the most rewarding moments of any sale is when a client gets the keys to their new home or business. 

But your relationship doesn't have to end there. In fact, your real estate CRM can help you stay in touch with clients for years to come.

No one wants to receive endless email marketing. Instead, the key is to use your real estate CRM to add a personal touch. Some messaging campaigns to consider include:

• Wishing buyers well on the anniversary of their purchase
• Sending safety tips to buyers in areas experiencing inclement weather
• Sharing best practices for landlords to clients with income properties
• Inviting past clients to local events

Your real estate CRM will allow you to curate lists of like-minded clients. Sending personalized, tailored messaging can help you take those relationships to the next level. 

Real Estate CRM Tactic #4: Target Clients Based on Location

Some clients fall in love with a property's quirky features or luxurious finishes. But for most clients, it still comes down to location, location, location. An excellent public school, a bustling street of businesses or a tree-lined street can instantly win a buyer's heart. 

These clients are willing to wait for the perfect property in the right location, even if it takes a while. That's when your real estate CRM can come in handy. 

When building customer profiles, note the location they're most interested in. Next, segment your audience according to these locations, among other criteria. When a property goes on the market—say, a two bedroom house by an elementary school—you can send an update to buyers who are most likely to be interested.

Customers will appreciate receiving updates tailored to their needs and preferences. And your real estate business might just end up closing more sales, too.

Real Estate CRM Tactic #5: Create an In-Depth Contact Hub

If all goes well, clients will come back to your business again and again. They might move, buy a vacation home or invest in an income property. And they'll want you there, every step of the way.

With time, your real estate CRM will become an in-depth record of these relationships. For example, GoSite's Contact Hub keeps your customer histories, casual notes and engagement tools in one database. Whether a conversation happened last week or ten years ago, you'll be able to simply check your records. 

Still have questions about CRM software? Download GoSite's free eGuide to learn more today!