Real Estate CRM – The Definitive Guide

Are you using Excel spreadsheets to manage sales opportunities for your real estate agency?

If the answer is yes, then you’re probably wasting time and revenue using old-fashioned systems Which is why you should be looking for a Customer Relationship Management (CRM) software to optimize your real estate processes.

A real estate CRM is a realtor’s and property manager’s secret deal-closing tool. It’s a way for top realtors to stay organized, move tenants and prospective clients down their sales funnel and most importantly close sales on properties.

In this comprehensive guide to real estate CRMs, we’re going to explain:

  1. What is a real estate CRM?
  2. Why should I use a real estate CRM?
  3. What are the benefits of using a real estate CRM?
  4. How could I set-up a real estate CRM?
  5. How do I choose the best real estate CRM?

Let’s dive in.

1. What is a real estate CRM?

A CRM tool helps any organization link with leads, prospects, and existing customers. It keeps all the information about customers on file like buying history, communication, and email trails. So, companies can keep on top of relationships, improve customer retention, and hopefully build their bottom line.

In the world of real estate, CRM platform can help realtors automate boring tasks such as data input and help them keep on top of buyers who are eager to invest in a property. CRM systems are designed to automatically collect important data and showing you how relationships with your customers are being managed. This in turn helps you study performance and address any dripping holes.

So, in the simplest terms think of updated CRM software as a unique system for organizing client relationships. Adding customer data into your workflow takes up important time when you could be closing or nurturing potential buyers.

Data input is done automatically with a real estate CRM software. For example, when a buyer fills out a form on your website, their data will be automatically added into CRM. Any future communication will be recorded from the first time you make contact. The software automates your entire sales funnel from inquiry to handing over the house keys.

2. Why should one use a real estate CRM?

Using a CRM for real estate will make you much more productive. According to a study by Software Advice lately 45% of buyers of CRM software are in either the real estate, consulting, or insurance markets. The largest percentage 21%, is real estate. What these industries do have the most in common? Answer is the need to centralize contact organization.

Realtors deal with a lot of problems in their daily workload. Anything that will cut back on their stress and make life easier for agents is a plus. CRMs built for Real Estate have reduced daily issues faced by realtors. Some of the biggest problems real estate companies can solve with a CRM are:

  1. Agents who must juggle high volumes of information all at once.
  2. Clients and landlords who want immediate responses to their queries.
  3. Agents who are on the go and need a cloud-based software solution.
  4. Agents who wish to keep in contact with former clients to boost relationships.
  5. Agents who need to quickly identify what is working and what is not without mulling over Excel spreadsheets.

The advantages of a CRM can be a bonus for realtors on-the-move. CRMs are cloud based. So, you’ll able to effectively take your office with you and have any relevant data on hand very fast. While working in real estate, you will understand the significance of strong relationships. They can give you a head start on a new property before listing it out. Good relationships also help you maintain a fair price, gauging what’s trending in the market.

But most importantly good relationships spark word-of-mouth referrals. To increase your relationships, you must often check-in. Providing new ideas and sharing possible properties with clients are all activities that can build up these strategic relationships.

3. Benefits real estate CRM:

Improving efficiency and organization are some of the important “wins” most realtors can gain by using a CRM. Many realtors turn to CRM tool to boost company growth, along with the powerful features the software offers.

But these wins go beyond enhancing efficiency and saving time. Here are the top benefits of using a CRM in your real estate agency.

  1. Smarter reporting.
  2. It’s easier to segment leads.
  3. Follow-up automatically.

4. Setting-up real estate CRM:

Real estate CRM software isn’t a one fit for all solution. Every agency is different and has its own requirements, so having the ability to set up a CRM and have it work for you exactly how you need it to is intrinsic.

Here are steps of how you can set up a CRM for your real estate agency.

  1. Customize your CRM for when a lead first hits your funnel.
  2. Follow up with a call.
  3. Keep an eye on potential properties.
  4. Contact potential buyers at the right time.
  5. Seal the deal in the negotiation phase.
  6. Add a personal touch once the paperwork is signed.

It’s small points like this that set real estate agencies apart, so let your CRM help you to stand out in the market.

5. How can we choose the best CRM for real estate?

You will need to stay managed if you want to stay on top of all your deals. Like other real estate agency, you have leads, phone calls and open house viewings to deal with. That’s a whole lot of data to manage.

Unfortunately, many CRMs aren’t designed to work for SMEs. They’re too complex, tedious to collaborate through, have useless functions that slow everything down and can take months just to learn how to use them. Instead of speeding up the process, they have the opposite results. You will not be able to find a free CRM for real estate that provides you with all the functions you need.

In real estate, every minute counts. Luckily, many CRMs are built with businesses of all sizes in mind. The best CRM for real estate will help you manage all aspects of the real estate sales process including contact management and lead tracking.

A CRM doesn’t just give you the software to handle incoming deals. It helps you manage the entire pipeline. Bulk email validation, automatic notifications as leads move through the deal cycle and advanced reporting that have the number of opportunities available at that time are all part of the package. Plus, a CRM will give you the tools to send out proposals, set up appointments and send contracts all within the same dashboard.


A good real estate CRM also has equipped with marketing tools. Agents don’t have the time to build fancy marketing campaigns and if you don’t want to outsource to a pricey agency, you need to find a way to do it by yourself. Using a real estate CRM, you can set up user-triggered emails and text messages as well as drip email campaigns and auto-responders.

Wrapping up

A CRM is like having a virtual manager taking care of all the stuff that realtors just don’t have time to do by their self. Manually adding prospect data, chasing up potential buyers and sending out contracts are all time-sucking steps.

A CRM is not just about saving time. A good real estate CRM is a lead generating machine. It automatically emails leads when they hit different stages of a sales pipeline and even produce you to send a gift to a new home-buyer on move-in day.

It’s the little touches that make you a successful real estate agents and Customer Relationship Management software is a secret too that will set you apart from the rest of the competitors.

Clarity and Dotman Tech is proud to have been providing on site and Hosted ERP And CRM Services to the Americas and internationally to the world since 2006. Our clients are extremely diverse and are using our unified communications platform. Clarity Technologies Group, LLC surpasses expectations.


Call Clarity at 800-354-4160 today or email us at [email protected]. We are partnered internationally around the globe and we are open seven days a week 8:30 AM to 5:00 PM EST/EDT. and

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