How can your CRM help you become more customer centric?

Apr 12, 2022

How can your CRM help you become more customer centric

At a time when the customer experience drives business success and profitability, customer centricity has never been more critical. But a customer-centric approach doesn’t only focus on the delivery of exceptional service. It’s a principle upon which all business processes are centered.

Gartner identifies customer centricity as “the ability of people in an organization to understand customers’ situations, perceptions, and expectations. Customer centricity demands that the customer is the focal point of all decisions related to delivering products, services and experiences to create customer satisfaction, loyalty and advocacy.”

In the real estate sector, customer centricity forms the basis of many vital sales and marketing activities, at every state of the customer journey. CRM technology plays a pivotal role in enabling companies to better understand and improve how those activities are carried out.

In today’s blog, we’ll look at how your real estate CRM can help you become more customer centric and stand out from your competitors.

Table of Contents

  1. Managing your contacts to better nurture relationships
  2. Nurturing your leads more effectively using CRM tools
  3. Optimising your use of dashboards for more effective reporting
  4. Generating brochures or other marketing collateral in seconds
  5. Streamlining exchange of information with customers
  6. Real estate website and CRM integration for quick updates

1. Managing your contacts to better to nurture relationships

You probably have hundreds if not thousands of contacts stored on a database or excel spreadsheet. Properly managing those contacts in one centralised location is a precondition to nurturing all customer relationships more effectively.

For a real estate professional, this requires a CRM that simplifies how you manage the contact data of all people, businesses, partners, suppliers, etc. It should make recording or uploading the data (name, telephone number, email addresses, etc) easy and provide the functionality of linking the data to matching leads, projects, etc.

The CRM must also be able to automatically detect duplicate entries which can then be deleted, merged, or disregarded completely so that your contacts list remains clean and organised.

2. Nurturing your leads more effectively using CRM tools

To provide a customer centric experience that converts into a sale, you want a CRM that can assign different statuses to your leads, depending on where they’re at in the buyer’s journey, so you can better manage each interaction according to their specific needs.

The CRM must also be able to provide a full history of those interactions so that you can identify where the customer experience can be optimised and improved throughout their journey. Some of the tools that the CRM should offer to support this process are:

  • Viewings: with this feature, schedule and track all viewings on property listings, as well as generate reports on the number of viewings per property to monitor the performance of your sales team and individual salespeople.
  • Offers: use this tool to record and track offers and counteroffers made on properties. Also identify which properties have received no offers and discuss with client whether price can be adjusted.
  • Tasks: with this module, manage your daily activities more easily. Create tasks and link directly to any record, e.g., leads, projects, property listings. Sort tasks by priority and view all upcoming, pending or completed tasks through your dashboards.
  • Comments: this feature allows you to add information about any record as a comment so that you can track the history of any actions or see remarks about any client, in real time.

3. Optimising your use of dashboards for more effective reporting

Having the ability to easily access business insights is important for generating reports. This requires a CRM in which you can create dashboards that are customised to record and present data, e.g., key sales and marketing metrics, in the way you prefer. This could be a pie chart, bar charts, line graphs, etc.

The CRM should also give your salespeople the ability to create and manage their own dashboards, to properly track their own tasks and activities, thereby improving efficiencies.

Having the ability to tailor the way data is viewed, lists are created, and reports printed will help your real estate business and sales teams manage the sales pipeline more strategically. It will also help your real estate business understand customer behaviours better, and adjust customer centric service strategies accordingly.

4. Generating brochures or other marketing collateral in seconds

Customers today require an unprecedented speed of service. Having a CRM that can generate sales and marketing material at the click of a button will help you elevate your promotional endeavours to the next level.

Look for a CRM system that can create branded brochures or leaflets in seconds and email them to your leads or customers directly through the CRM. Pick a system that offers ready made templates that are easy to modify and add content too, saving you time and money that would otherwise be wasted on creating material from scratch.

This level of automation quickens service delivery significantly, boosting the customer experience.

5. Streamlining exchange of information with customers

Once a sale has been concluded, you want a hassle-free way of giving your clients secure, 24/7 access to their property related information and documentation. Choose real estate software that offers a customer a private space (portal) where they can instantly view everything related to their property, be this agreements or contracts, progress photos, property images, floor plans, etc.

In this way, the need for a constant exchange of emails is reduced drastically, offering a more positive after-sales support experience.

6. Real estate website and CRM integration for quick updates

More than 90% of homeowners today begin their search for a property online. This means you need a powerful real estate website that can amplify your property listings and provide a user experience that converts into sales.

You also want to be able to integrate your website with a CRM that can capture all your website requests seamlessly. In this way, you’ll be better able to contact prospective customers quickly to boost your chances of making more sales.

This integration must also give you the ability to make changes or updates to your listings in your CRM and have those reflect on your website instantly, with the click of a button. Access to accurate, real time information is key in providing a customer centric online user experience.

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