In order to for your brokerage to grow, your secret to success is to have a customer-centric business. But how can you reach your contacts if your leads are not organized? That’s where a CRM comes into play. A powerful CRM can track and gather information on your leads, and streamlines the follow up process so that you close more deals.
Storing your contacts in a centralized CRM system helps to ensure that no one falls through the cracks. The best systems allow you to house not only your contacts and the historical information you have on them, like conversations and touch points, but also allow you to take extra notes so that you have a better understanding of who your customers are, their challenges, and what they desire. This helps you market to your leads in a way that shows that you care about their needs and want to share in mutual success.
One of the best ways to organize your contacts is to segment them into their own, specific lists/campaigns. Your CRM makes this easy. For example, you might segment your contacts by their identity as a buyer, seller, or renter, the customer persona they embody, their area, etc., and then further by their desired property types. Segmenting your lists/campaigns then results in more efficient targeting, as you are able to deliver the most valuable follow up content to the people who need it. Think about it, your buyers looking for single-family houses probably don’t want to hear from you about condos for rent. That makes you seem impersonal. You don’t want your contacts to think “wow, this brokerage doesn’t even care.”
CRM systems that incorporate Smart Lists tackle segmentation for you. As leads come into your CRM that match the criteria you define for a Smart List, they are automatically added to that list. Conversely, when a contact no longer matches a list’s criteria, they are automatically removed from that list.
You want your CRM to allow you to set up tasks and action plans so that there are no missed follow up opportunities.
Tasks allow you to create action items with due dates for a lead that help you manage your work and follow up opportunities with them.
Action plans are comprised of tasks. They are essentially a template outlining a course of action that an agent should follow after interacting with leads and properties, or creating or closing deals.
Having set tasks in place that follow an overall action plan is just another way you can keep track of your contacts and stay on top of all opportunities. Ultimately this leads to closing more deals with the contacts you already have. In fact, the probability of selling to an existing customer is between 60 and 70%.
88% of missed opportunities are caused because sales can’t find or leverage internal resources. This may be because you have leads coming from various sources like Trulia, Zillow and the like. To avoid missing out on quality leads, it’s important that your leads from 3rd party sites all feed into your one CRM. It’s also valuable to have leads routed to the appropriate agents as they come into your system. Having a CRM that supports this is crucial, as it increases the likelihood that every lead in your system will be touched, and no one will be overlooked or lost to another, more organized brokerage.
Understanding how your leads are interacting with your website helps you understand where they are in the sales cycle. A robust CRM system is able to track every interaction a user takes when on your site, such as filling out a form, requesting to talk to an agent, completing or saving a search, etc. This information then helps you structure your marketing so you can follow up with the content that is most likely to resonate with the user.
The actions someone takes on your website also affects their lead score, a factor that helps qualify your leads in your CRM and determine who is most engaged in the buying or selling process.
Often, there is a disconnect between the Marketing and Sales teams regarding lead qualification; Sales may be dissatisfied with the leads that Marketing is sending them, and Marketing may feel that Sales is missing out on opportunities. Lead scoring helps align Marketing and Sales so that Marketing can nurture the leads that Sales can’t yet reach, and Sales can talk to the right leads when they are ready.
With all of the data you are able to gather from your CRM, you can then strategize the perfect marketing approach to reach each of your audiences.
For example, if you see that a lead has saved a search for a specific property type on your site, you could set up saved searches for the same property types, and send those out to your lead at automated intervals.
Additionally, intelligent CRM systems allow you to set up marketing automation so you can reach the right leads, with the right content, at the right times. This way you are always staying top of mind with your contacts, as a valuable resource, not as an irritating spammer clogging their inboxes.
Forget the Excel spreadsheets; those days are over. Rather, invest in a powerful CRM system, drive more revenue and see how your brokerage’s productivity skyrockets.