When it comes to actually using their Real Estate CRM, many agents seem a bit lost.
When consulting with agents across the country one of the things that are discussed most often is their lack of success with their real estate CRM (Customer Relationship Manager). Most agents tell us they have not been using their CRM simply because it is a mess. It typically becomes our job as real estate virtual assistants to clean it up and get it organized and working for the agent. Here are some tips I have put together to help you get your CRM organized and ready to do some marketing for you.
1. Create the right categories.
A real estate CRM is not like other CRM tools. If everyone is dropped into the CRM and not put into a category they won’t get your marketing materials. If you don’t categorize your leads appropriately then you won’t be sending them the right marketing materials. For example, you have a lot of home buyer leads coming in. Let’s take a look at how you can categorize them so your CRM is working to move them through the pipeline.
Let’s start with buyers that are 60 to 90 days out. You should have a campaign set up that will help them get closer to getting in the car and buying a home from you. One of the emails they should be receiving is an explanation of how long it takes to get a pre-approval from a lender. You can get this information from your preferred lender. Many times these buyers don’t understand the documentation they will need to provide, and it may take some time to gather this information. Explaining this to them, encouraging them to reply to you if they have questions or need a lender referral are great ways to get a conversation with a buyer going.
2. Create custom messages that are relevant to your audience.
That means creating buyer specific emails, seller specific emails, FSBO specific emails, etc. In addition to being for the right audience, the emails should also apply to where the buyer or seller is in the sales pipeline. Let’s start with buyers for an example. Not all buyers are at the same stage of the pipeline. Some may be 1 year out, need credit repair, be 30, 60, or 90 days out, and the same message does not apply to all of these scenarios.
Let’s take a look at a buyer that is 60 days out to illustrate what I mean. You should have a campaign set up that will help them get closer to getting in the car and buying a home from you.
One of the emails they should be receiving is an explanation of how long it takes to get a pre-approval from a lender. Many times these buyers don’t understand the documentation they will need to provide, and it may take some time to gather this information. Explaining this to them, encouraging them to reply to you if they have questions or need a lender referral are great ways to get a conversation with a buyer going.
Then, follow up this email with tips for choosing the right lender, researching home inspectors and the costs associated with inspections, tips for narrowing their online home search, and many other options. This helps to move them through the process and allows you to place follow up calls to specific emails so that you are top of mind when it comes to the purchase of a home. It also helps you to eliminate prospects that are not serious or even move them further out if they need more time.
3. Make sure everyone is on your newsletter list.
Everyone in your database should receive a monthly newsletter from you. This content should appeal to a variety of people so that you only have to send 1 newsletter per month. If you have people on campaigns, they will still keep you top of mind.
4. Make sure you have a task set up to move someone from one campaign to the next at the end of the campaign.
This should be built into any campaigns so that you see it as a task you need to do. I will use Wise Agent as an example. When I build a marketing campaign for a client in Wise Agent, I not only schedule emails and phone calls, but the last to-do item on the list is to move people to the next campaign. You never want your real estate leads to NOT be hearing from you. When you have these things automated or scheduled in your CRM, it helps you to keep them moving through the pipeline and puts your CRM to work for you.
5. If you have people that have unsubscribed remove them.
If someone has unsubscribed and you don’t know them or are not currently working with them, remove them from your database. I understand you don’t WANT to delete them, however, if they don’t want to hear from you, chances are, they don’t want to do business with you either. Move on to the next prospect.
6. Make sure to update contacts and move them through the pipeline.
If someone is a lead and they buy or sell with you, move them to the appropriate category. They are no longer a lead but a current client. If the transaction is completed, move them to a past client category and put them on a keep in touch campaign. This is a vital part of putting your CRM to work for you, because if you are not updating the contact, moving them through the pipeline, and sending the right message it will not bring you more business. It will lead to nothing.
7. If you have only a name and no contact information, remove them.
People that only gave you a name or that you entered to your CRM manually but have no contact information for, will not help you. The same goes for people that put Donald Duck or Mickey Mouse into lead contact forms. They need to be deleted. If they won’t give you complete information, or if they won’t give you a real name then the number or email address they gave you is not likely to be accurate either.
8. If you don’t have time to build out your CRM and get it organized, hire someone that does.
Real estate virtual assistants understand what you need to do to get your CRM organized and working for you. It is a time-consuming process, and the more leads you have, the fewer campaigns you have, the more work that will need to be done. With cooperation with our agents, we have done this over and over again. Understand we can’t categorize your leads if there are no notes to let us know where the lead came from or if the contact has worked with you previously, however some work will be able to be done for you prior to your involvement.
Our process for doing this is to discuss your existing categories and campaigns with you, determine the goal of your campaigns, and if you have any leads already categorized. Once we have done what we can with your CRM we download the leads and send them to you in a spreadsheet so you can assign the categories with ease. Then we use the updated spreadsheet to correct the CRM. It makes it a LOT simpler than if you tried to tackle the whole project yourself. We’d be happy to assist you if this sounds like something that would work for you in your business. Feel free to schedule a free consultation to discuss your specific needs.
9. Make sure you are reaching out to everyone at least quarterly via phone or email.
Your CRM can only do so much work for you. A real estate CRM is not meant to completely replace communication. You still need to pick up the phone and make the calls to create that personal connection. Personal connection is what drives people to want to work with you above other agents. Those agents are probably emailing them as well. I recommend calling them bi-monthly to check in if they are quite a long time from actually doing business with you. I recommend weekly or bi-weekly if it’s closer. You be the judge, but make sure it’s not less than quarterly. Unless someone just did business with you, chances are even that isn’t enough.
If you don’t have a CRM, be sure to check out my article on choosing the RIGHT CRM for you!
I hope you found these tips helpful and are able to get your CRM doing some of the work for you! If you have any questions, we’d love to hear from you in the comments below or schedule a consultation to discuss how we can help you!
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