Real estate CRM: what it is and what it is for

Customer relationship management (CRM) software helps real estate professionals improve their productivity . If you specialize in residential or commercial real estate management, with HubSpot’s CRM you can sell better and faster. Find out what a CRM is, what marketing and sales tools you can use and how to take advantage of a CRM for your real estate company.

How a real estate CRM worksReal estate agents help their clientele buy and rent properties. Using specialized real estate software allows real estate consultants to optimize transactions and close deals quickly.

Its main tools vary according to the size and needs of your company, but in general, these are some of the features that you can take advantage of.

  • Collect, store and update customer data in a reliable database.
  • Monitor your sales pipeline and keep track of closed deals.
  • Answer your clientele’s questions about properties without having to search for their emails manually.
  • Create personalized and segmented real estate marketing campaigns.
  • Automate your tasks, workflows and email marketing campaigns.
  • Create chatbots to qualify leads from a real estate portal.
  • Assist and manage your team of agents with CRM software in the cloud and with mobile applications.

Why you need a real estate CRM

Teams of real estate agents and representatives are always on the go. A real estate CRM allows you to receive all the information you need in a single platform, whether you are in the office or on the way to one of the properties.

In addition, maintaining good relationships between the people who sell and those who buy is essential, since it allows you to access new properties before they go on the market.

Building relationships with customers also helps you get business at a good price, facilitates networking, and boosts word-of-mouth marketing.

On the other hand, as your company grows, it will become more difficult to monitor your prospects and clientele using manual tools, such as spreadsheets.

A great real estate CRM system allows you to increase your productivity by automating necessary but repetitive tasks, such as entering and organizing data.

Automation also supercharges your marketing efforts and helps you deliver impeccable customer service.

Do you think that a real estate CRM is not useful?

More than 96% of brokers say that using a real estate CRM improved their productivity.


The functionalities you need in a real estate CRM

Real estate companies have specific needs and often depend on frequent communication with their clientele.

Having tools that allow clear and fast interactions is a priority.

A real estate CRM should respond to the needs of companies and their clientele, encourage the creation of relationships and ensure data security.

contact management

The success of real estate companies lies in connecting the right people with the right property.

The best real estate CRM will allow you to collect information from your clientele, such as budget, time frame or preferred locations, so that you can create a complete profile and find the most relevant properties for each person.

You can also integrate requests, interactions, and transactions to ensure that these activities are properly managed.


transaction management

Real estate CRMs allow you to collect and organize important property information and manage transactions. Project management tools help you create checklists, upload documents, and share essential information to keep your processes organized.

Lead management and sales funnel

Managing different leads at the same time on different platforms is a double-edged sword. If you make a mistake, you can lose track of the leads you’re working on.

Real estate CRMs combine leads from different channels, such as email, calls, SMS or social networks, in a single platform that allows you to nurture each of them from the same place.

Pipeline management

Real estate agents monitor their sales pipelines looking for opportunities to close more deals. Remembering the activity of each of your customers and potential customers can be a challenge.

A real estate CRM can be the solution, since it offers you tools to generate, nurture and organize leads and help you move them through the pipeline, from the first visit to the website to the closing of the deal.

Customer Management

Manage communication with clients from a single place thanks to your real estate CRM. Track your clients, keep leads moving, and close more deals with meeting scheduling, automated messages, and reminders.

personalized marketing

Unique marketing campaigns based on information from your CRM . Improve the experience of your clientele through personalized emails and create marketing campaigns directed to a certain audience using the data in your CRM and email segmentation.

Reporting and data analysis

Monitor your metrics in reporting dashboards and take note of what’s working. Get up-to-date reports on your sales activities and performance to determine what you need to achieve your goals.

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