Real Estate CRM Mastery Secrets
A few secrets from the book Real Estate CRM Mastery.
Millennial Minute Secret
Don’t forget to take advantage of the text message chat functionality of your CRM. Many people screen their calls, or can’t answer because they are at work. Around 75% of millennials prefer texting over calling, with that figure rising to 80% among Gen Z. Around 25% of Gen Z avoid answering the phone altogether.
The Assistant Accident Secret
As your team expands, the chance that a team member accidentally deletes a record increases. Make sure your CRM can undelete a record or revert it to a previous version from yesterday or last week. Mistakes do happen.
The Database Ditch Secret
Never let your database be held hostage. Some CRMs intentionally limit their export features to trap you with their product. Perform a full data export at least once a year. This ensures you can walk away from any vendor or brokerage with your business fully intact.
The “Top100” Tango Secret
Your most valuable contacts are clients, friends who refer you, key influencers, and vendor partners who send you business. Add a “Top100” category to these people. You should stay in touch with everyone in your “Top100” and reach out at least once every 90 days.
Christmas Card Test Secret
When preparing your mailing list each year, apply the Christmas card test. The test is simple: ask yourself, “Do I genuinely want to send this person a card?” If the answer is “no” then this person is cluttering your database, and you should add the category “Cold,” indicating they are marked for eventual deletion. You keep your database healthy by ensuring it’s full of authentic relationships, not strangers.
Separate the Strangers Secret
Put strangers into a prospects database and people you know into your contacts database. That way, you can more easily weed out your old, dead leads each year.
Zap Trap Secret
A good real estate CRM should include an email feed. Be cautious of vendors claiming similar features through Zapier. Zapier is a paid third-party service that connects various internet tools. Zapier requires extensive setup for each lead source. In contrast, the email feed that comes with real estate-specific CRMs is pre-configured to parse hundreds of common lead sources like Zillow, IDX websites, Trulia, and Realtor.com, without extra charges.
Streak Reward Secret
Set a modest personal reward you will only unlock after five consecutive workdays of hitting your call and conversation targets. By rewarding yourself, you are using positive reinforcement to help build a habit.
The Depression Diviner Secret
Your CRM’s year-over-year reports reveal shifts in the market before they become obvious. For example, your data might show fewer buyers are converting or more deals are collapsing due to financing issues. Treat these as warning signs and shift your focus toward investors or rentals. You’ll be able to stay ahead while other agents figure out why their buyers have disappeared.
The Role Control Secret
For an assistant email address use a role-based email address with a general term like “info” instead of a specific person’s name. For example, your assistant’s email could be info@SallySellsSarasota.com. This way, the email address stays the same if you hire a new assistant.
Try before you buy
Read the first chapter of Real Estate CRM Mastery for free and see how it can transform your business.
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