Real Estate CRM Secrets
A few secrets from the book Real Estate CRM Secrets.
The Speed-to-Lead Secret
Respond to all internet needs as quickly as possible, preferably within 5 minutes. Each lead you get is probably also reaching out to other agents as well. Take advantage of the features in your CRM to minimize your response times such as email feed, call capture, click-to-dial, and smart phone synchronization.
The Elevator Answer Secret
Always be able to answer the question: “How is the market?” When you answer, it should be with an in-depth explanation that includes local inventory levels, average days on the market, and recent sales. Taking a step beyond “yes,” “no,” or “it’s complicated” is important in selling yourself by showing that you are an authority on the market.
The Friends First Secret
Do not promote your real estate business to your friends, family or past clients. Instead, should focus on building authentic relationships by taking interest in their lives. This means celebrating milestones, chatting about sports, or talking about the local news.
The Morning Map, Evening Wrap Secret
Sign into your CRM each morning before you start work and each evening before you go to bed. Check your calendar for your hard commitments, as well as your tasks list which are activities which you can handle between appointments. This is your way of holding yourself accountable for making the most of every day. Without a plan, it is too easy to get distracted and less productive.
The Prospecting Power Hour Secret
Schedule time in your calendar each day for outbound prospecting. By reserving this time, you can maintain a steady flow of new prospects. Think of this as your “me” time. At other times you are helping people buy and sell, but during office hours you are dedicated to generating new leads.
The Budget Before Browse Secret
For buyers who have not yet met a loan officer, use your CRM’s maximum loan calculator in your very first meeting with a new buyer to set a realistic price range before showing homes. This prevents wasted time on unaffordable properties and establishes you as a knowledgeable, financially savvy advisor from the start.
The Forever Home Flyer Secret
Partner with your local animal shelter to feature a “Pet of the Week” on the back of your property flyers. Include a photo of an adoptable animal and a short bio from the shelter. This simple act changes your marketing material into a community service piece. Instead of just another agent with just another listing, you become a friend of dogs everywhere.
The Ping After Ring Secret
If your call goes to voicemail, immediately follow it up with a short, personalized text message. Text messages have a high open rate, guaranteeing they will see it. Mention that you just called, why you called, and invite them to reply by text or calling back.
The Campfire Comp Secret
Show your mastery of the market by sharing the backstory of each comparable. How long it was listed, what upgrades or issues affected the sale, and why it sold for its final price. Knowing the history of both the property and the local market turns raw data into persuasive expertise.
The Plain Text Paradox Secret
For higher open and reply rates, send simple, plain-text emails instead of flashy HTML ones. These personal-feeling emails are less likely to be flagged as spam and can increase reply rates by over 20% and clicks by up to 51%, a finding supported by extensive marketing research. Save branding for your signature.
The Broker Bowl Secret
Place a fishbowl at your broker open with a request that agents drop their business card in the bowl with the price they think the home will sell for written on the back of the card. The person who comes closest wins a gift card to the restaurant of their choice and bragging rights as the most accurate agent. For the price of a gift card, you have just gotten a professional Broker Price Opinion (BPO) from the people most qualified to provide it.
The Borino Boomerang Secret
When prospecting using printed letters, send a short introductory letter. A week later, send the exact same letter, but this time crumpled up with a handwritten note on it like, “Don’t throw this away! Let’s get your home sold.” The homeowner will think you rescued it from their trash, a bold move that grabs their attention and makes you unforgettable.
Try before you buy
Read the first chapter of Real Estate CRM Secrets for free and see how it can transform your business.
Sample Chapter