10 Factors to Consider When Choosing a CRM Platform For Your Real Estate Website
The quest for the best CRM suite
Here at Agent Image, we often say that the best CRM for real estate agents fits like a great pair of shoes. That is, you’re comfortable using it, it suits all your needs, and it can work as hard as you.
Indeed, the right CRM can save you hours of work, generate more leads, and make your team more productive. After all, having a centralized platform to manage interactions with both current and potential clients is a boon for always-busy agents.
With so many options available on the market, though, choosing the best one is like finding the proverbial needle in a haystack. How can you find the CRM that’s right for your workflow and business?
Factors to Consider When Choosing a CRM
A few useful reminders…
Focus on features, not perfection
It’s worth noting that no real estate CRM platform is perfect—each solution has pros and cons. And whether something is a pro or a con can also be subjective. Instead, when evaluating different CRM products for realtors, it’s better to have a list of non-negotiables to benchmark options against.
Know what you want out of a CRM
A CRM is a solution; that is, it’s a tool designed to address a certain problem. Before looking at options, be clear about what you want out of a CRM. Are you struggling with managing client interactions? Is tracking leads and ensuring timely follow-up a constant headache? Identify your most pressing pain points so you can assess whether a CRM suite can solve them.
With preliminaries out of the way, let’s tackle the key factors to consider when choosing the best real estate CRM platforms:
Pricing
CRM prices range from free to a couple hundred dollars a month. When it comes to CRMs, however, you get what you pay for. That’s not to say that you have to pay a fortune — what you want is a solution that offers excellent value for money. If you’re looking at two or three candidates, take stock and compare their features or inclusions side-by-side to see which one ticks all (or most) of your boxes. More is not always better here; focus on the features that matter to you most and weigh them against the asking price.
Take a look at the different pricing models, too, including subscription-based, one-time purchase, or freemium options where you get basic features at no cost and more advanced ones for a fee. Lastly, be mindful of hidden costs such as setup fees, support, and customization.
Compatibility
You want your chosen CRM to play nicely with your real estate agent website, which ensures the smooth transfer of data between your lead capture forms and the CRM’s database or dashboard. If you’re coming from a different CRM suite, it’s also worth asking how seamless the migration process will be.
Luckily, compatibility shouldn’t be too big a problem; experienced developers like Agent Image can integrate just about any CRM platform into your website. This is because our realtor websites are built on WordPress, an open-source platform that can accommodate an extensive range of software APIs that facilitate integration.
Scalability
Go with a CRM that fits the business you have today and the one you want to build for the future. As such, look for a scalable CRM platform that can accommodate an increasing number of users, leads, and data without compromising performance. When evaluating options, inquire about:
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Maximum user limits
For when your business grows from a one-person operation to a full-fledged team -
Additional storage
For your sure-to-grow contact list and client outreach
Likewise, take a look at premium add-ons (such as chatbots) that may not be urgent now but will certainly be helpful as your customer base expands.
Customization
The best real estate CRM solutions give you the flexibility to tailor their tools to your specific needs. This lessens friction and enhances productivity because your CRM is aligned with the sales process and operational workflows that already work for you.
Among the key customization features to look out for are:
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Role-based actions
Define different workflows for different roles within your organization. For instance, agents might follow a different workflow compared to administrative or support staff. -
Custom fields
Add custom fields to capture more granular information about your prospects (such as current location or budget) and their desired home (minimum size, property type, etc.) -
Personalized dashboards
Create curated dashboards that display the metrics that matter to you the most. That way, you have a quick snapshot of how your business is doing and how ongoing transactions are progressing.
Automation
By automating routine processes, you can free up valuable time to focus on more critical tasks, including face-to-face servicing of clients (real estate is a high-touch business, after all). It also ensures that important but not urgent tasks don’t fall through the cracks.
The great thing about real estate CRMs is that you can delegate simple but otherwise time-consuming tasks thanks to AI. These might include:
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Automated follow-ups
Send emails or SMS reminders to nurture leads based on behavioral triggers. -
Lead assignment
Automatically distribute leads to the appropriate team member based on location or expertise.
Ease of use
While all CRMs have a learning curve, you and your team should be able to master one in a fairly short amount of time. It just goes to show that a user-friendly interface is essential for encouraging the adoption of a new CRM. Look for features like intuitive design, drag-and-drop functionality, and shortcuts to important tools. Pay attention to the training resources provided by the CRM vendor, too, such as onboarding videos, tutorial pages, and FAQs.
Mobile compatibility
As a real estate agent, you’re always on the go, making mobile access to your CRM essential. A CRM with strong mobile capabilities allows you and your team to manage client interactions, update information, and respond as soon as possible — a must in an industry where homes are sold almost as soon as they are listed. Be sure to check whether CRM platforms offer robust mobile apps with features such as offline access, real-time notifications, and mobile-optimized navigation.
Data analytics
By analyzing lead behavior and past interactions, you can identify which leads are most likely to convert into sales, allowing you to focus your time and resources on the most promising opportunities. Furthermore, analytics can help you understand your clients’ preferences so you can tailor your marketing messages and property recommendations to their specific needs. For this reason, your chosen CRM needs to have a robust analytics suite complete with real-time reporting, customizable reports, and comprehensive dashboards. The more data you have, the better the insights you have into potential customers.
Customer support
In the same way that you offer excellent after-sales support to buyers and sellers, so too should your CRM. Start by checking reviews for your shortlisted options, then parse the feedback for strengths and weaknesses. Get a clear sense of what the support channels will be as well. If something goes wrong or if you have a question, is there a hotline where a live agent can assist you? Or will you get support from a chatbot instead? Will you perhaps be directed to a self-service knowledge hub? Can you expect customer support on weekends?
Frequently Asked Questions
Yes, if you want to stay organized, nurture leads, and close more deals. A CRM keeps track of everything in one place, saving you time and boosting your efficiency.
Most CRMs offer easy setup with plugins or widgets. Rest assured that Agent Image will assist you with integrating your chosen CRM platform into your website.
Yes, most CRMs allow data migration from your existing system through import tools or support services to ensure a smooth transition. Agent Image can also lend assistance with migrating your data from one CRM suite to another.
There are free CRMs, but they often have limitations on features, storage, or users. Consider a free trial of a paid CRM to see if the benefits outweigh the cost.
Absolutely, a CRM can help generate leads by automating marketing efforts, tracking website visitors, and managing follow-ups efficiently.
Measure the ROI by tracking metrics such as increased lead conversions, improved client retention rates, and time saved on administrative tasks compared to the CRM’s cost.
Which CRM will you choose?
Ultimately, a real estate CRM is a very personal and subjective choice. You have to take into account how your business operates, what pain points you’re trying to address, which features make the most sense for you, and what price you’re willing to pay. Once you find “the one,” though, you (and your team) will be thankful for it.
Know that no matter which CRM solution you choose, Agent Image can integrate it seamlessly into any real estate website we design. Want to make your site a lead-generating machine?
Get a FREE consultation– just call 1.800.979.5799
or send a message here.
