Effective customer relationship management (CRM) is important for real estate professionals to develop strong relationships with clients and contacts over time. Maintaining rich contact profiles in a CRM system allows agents to have meaningful interactions and stay informed on clients' personal details. Regular communication outlined in a plan is key to nurturing relationships and generating referrals. Selecting a full-featured real estate CRM provides tools for tasks like email marketing, calendar management and wireless syncing to efficiently run a business.

1. Customer Relationship Management (CRM)
and
The Real Estate Sales Professional

2. What Will Be Covered
1 What is Effective Customer Relationship Management
2 The Need for Customer Relationship Management
3 Forming a Customer Relationship Management Process
4 Selecting the Right CRM Program
4

3. What is Customer Relationship
Management (CRM?)?

4. What CRM is NOT!
• A simple list of names, addresses and
phone numbers
• A bought list of unqualified leads from
a website
• A computer program
• Customer notes jotted on a yellow lined
note book

5. What CRM is!
CRM is the process of collecting relevant
information on clients over time, storing
that information in a safe, organized
manner, and then searching and filtering
that information for insight into your
business in order to drive more relevant
and personalized communications.
IT’S AN ATTITUDE/BUSINESS BEHAVIOR

6. CRM BUILDS
RELATIONSHIPS
not just transactions

7. Sellers: % Reuse or Recommend
85% would at least probably
reuse or recommend you
NAR 7/2012

8. Buyers: % Reuse or Recommend
89% would at least probably
reuse or recommend you
NAR 7/2012

9. What Do We know?
Source: National Association of Realtors – 2012 Members Survey

10. There is more……….
From the Keller Williams Facebook Page…

11. There is even more……….
From Realtor Study Done By Activerain…
• Rich real estate agents invest 6 times as much in technology as
poor real estate agents.
• Every year the average rich real estate agent spends $3,000-
5,000 per year on technology, while the poor real estate agent
only spends $500-1,000 per year.
• Rich Real Estate Agents spend 10x more on marketing
• A CRM was found to be a top real estate tool in among agents.
The survey found that the highest earning Realtors spend more
on their CRM and website then the lowest earning ones.
• Almost twice as many rich real estate agents use a CRM than
poor real estate agents.
• The top two sources of business for real estate agents are
referrals and past clients.

12. There is even more continued……….
From The Referral & Repeat Marketing Book
• Research from the National Association of Realtors: the
average person knows between 3-5 people who will move
each year (think about the next ten years and the value of
the relationships you’re building with people).
• You should be in contact with the homeowners in your
community at least 17 times per year.
• Realtors can expect a 13% return from their database. That is
13 transactions for every 100 people in the database to
whom they market.
• Number one reason Realtors do not like to call past clients is
because they haven’t communicated with them in a long
time and are not sure what to talk about!...

13. Lets Do Some Math
“A” list Gold Mine
Number “A” Contacts in Database 50
Number of Moves every 10 Years 1
Average Commission $ 5,000
Total over 10 Years From A List $250,000
“A” List Referrals Gold Mine
Number “A” list referrals in 10 Yrs 150
Average Commission $ 5,000
Total from A List Referrals $ 750,000
Total over 10 Years From A List $1,000,000
Is Staying In $1,000,000 / 10 Years = $100,000 Per Year
Touch Worth
It?

14. CONCLUSION…..
If you follow a customer relationship
management process you will develop
better relationships with your contacts
which will lead to a sky-rocketing
volume of referrals and
repeat business.

15. How Do You Build a Gold Mine Through
Customer Relationship Management ?

16. CRM versus a CRM System
CRM is a process and an approach to
doing business that develops
stronger client relationships.
A CRM System on the other hand, is
typically a software tool that enables
and automates the process of
customer relationship management.

17. Every Successful Sales Rep Has a CRM System
Your platform/System is the Key to Success
Implementing an effective CRM approach is virtually impossible without
an effective and easy to use CRM system as a platform to build upon.

18. First Step & The Key to CRM Success is
Developing “Rich Contact Profiles”
“Quite simply, a name, a
phone number and a home
address is not enough to
develop a strong customer
relationship and in turn
raise your earning
potential … YOU NEED TO
KNOW AND MANAGE
MORE”

19. “Rich Contact Profiles Continued”
“We need to get to know
our contacts on a
personal level so that we
feel confident speaking
with them and can have
meaningful interactions
with them on an
ongoing basis.”

20. What information should you gather?
How will you stand out from the competition ?
• Birthday and Spouse’s birthday
• Last discussion
• Where they work
• Hobbies and interests outside of work
• Wedding date if married
• Names of children (ages, hobbies etc.)
• Date they moved into their home
• Mortgage details
• Current home vs. dream home
• Names of referrals they have given

21. Don’t Get Frustrated ! It’s a Process !

22. In CRM ABC = Always Be Conversing
Information Gathering Is Imperative

23. There is always one thing people
want to speak about……………

24. We have to Show Some Interest !
Showing Genuine Interest
will ultimately lead to complete success
when gathering pertinent personal
information from clients or prospects !

25. You Have Formed a Database. What’s Next?
Build aInterest? In Touch
Plan to Keep

26. Step 1: Analyze and Categorize Your
Contact List
• Business-to-Business contacts are those people
that you deal with strictly on a business basis.
Examples include other Realtors, Mortgage
Brokers, Bankers, Home Inspectors, etc.
• Personal contacts are really friends and family, or
people you have a relationship with but you don’t
expect to do business with them.
• Prospects are people who you believe you have a
realistic chance to do business with at some point
in the future.
• Clients are those people who have agreed to use
you as their Realtor or who you’ve done business
with in the past.

27. Step 2: Assign Your Contacts to Groups
Group Examples
• A List
• B List
• High School or College Friends
• Other Realtors
• Members of your Church
• Members of your BNI Group
• Members of your Local Chamber
• Members of Your Children's School
• Charity Members

28. Step 3: Define a Communication Plan for
Each Category
The key is to target the appropriate messages with the
appropriate frequency to the needs and interests of
your different contact types and groups.
A Communication Plan Consists of ALL or SOME of the
Following:
• Face to Face Meetings
• Phone Calls
• Email Correspondence
• Direct Mail Correspondence
The Communication Plan should be recurring
And last a lifetime.

29. Forms of Communication within the
Communication Plan
Email
Pros
• Very Low Cost
• Reach
• Scalability
• Easy to Automate
• Easy to Track and Measure
• Ability to Identify High
Quality Leads!
Cons
• Spam
• Deliverability
• Open Rate

30. Forms of Communication within the
Communication Plan
Direct Mail
Pros
• Can Be Highly Informative
• Can Be High Impact
• Total Control Over Presentation
Cons
• Very Costly
• Open Rate
• Junk Mail
• Time Sensitive

31. Forms of Communication within the
Communication Plan
Phone Call
Pros
• Very Personable
• Low Cost
• Large Reach
• Easy To Track and Note
• Can Be Highly Informative
Cons
• Possible Inconvenience to
the Prospect or Client
• Time Intensive
• Hard To Reach People

32. Forms of Communication within the
Communication Plan
Face to Face Meetings
Pros
• Can Be Highly Informative
• Very Personable
• Very Effective in Rapport Building
• Easy To Track and Note
Cons
• Very Time Consuming
• Not Scalable
• Can Be Costly
(Travel, Lodging, Entertainm
ent Etc).

33. Example Communication Plan
For an Expired Listing

34. Selecting the Right Real Estate CRM

35. Basic Real Estate CRM Features…..
• Rich Contact Profiles and Contact History
• Powerful Contact Search Capabilities
• Conversation Logging
• Robust Calendar and Task List Features
• Automated Appointment and Task Reminders
• Mail Merge Emails and Letters
• Pre-Built Business Management Reports
• Online Document Storage

36. Advanced Real Estate CRM Features…..
• Powerful Email Marketing
• Personalized Graphic Mass Emails
• Drip Mail Nurture Campaigns
• Email Campaign Reporting (who opened, clicked
through, etc.)
• Monthly E-Newsletter
• Professionally Designed and Written
• Complete and Ready-to-Go
• Customizable
• Auto Pilot Communication Plans/Activity Plans
• Website Integration with Lead Capture
• Wireless Sync Capabilities

37. Advanced Real Estate CRM Features
Continued…..
• Active Business Management
• Manage All Your Listings and Buyers
• Pre-Defined Listing and Closing Plans
• Automated Website Lead Capture and Instant Email
Alert
• Smartphone Wireless Sync
• iPhone, Android, BlackBerry, Windows
Phone, etc.
• Sync to Native Address Book, Calendar, and
Task List Built Into Smartphone
• Runs on all Devices: PC’s, Mac’s, iPads, Tablets

38. SUMMARY
• Effective Customer Relationship Management
(CRM) is one of the corner-stones of a successful
career in real estate sales.
• Successful real estate agents use a real estate
CRM to help them keep in touch with past clients,
nurture leads, and stay organized and in control.
• The right real estate CRM for you is the one that’s
easy enough for you to learn and use, while still
offering all the capabilities you need today and in
the future.

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