4 Common Misconceptions About CRM
A real estate CRM software program can take your brokerage house to the next level, helping you organize your contacts, boost your productivity and efficiency, market to prospects, delight customers, and do so much more.
At the end of the day, a high-quality and effective real estate CRM will help you sell more and generate more revenue. Yet, many realtors are still hesitant to invest in CRM. Some are outright resistant to the technology. With so many perks and benefits of using CRM in real estate, it’s a shame some realtors are concerned about this investment.
If you’re still holding out on implementing real estate CRM for any of the reasons described below, know that CRM will change your business for the better.
1. You Don’t Like Change
Many people in all industries are resistant to change. It’s a common challenge. You’ve been using the same processes and systems for so long that you know how to use them inside out. You may not want to learn an entirely new system. You may not see the benefits of switching—only focusing on the disadvantages of change.
Although it can be difficult to transition from your tried-and-true tactics to a more technologically advanced and automated system, know that it’s worth the change. Just because you’ve been doing something one way for years or even decades doesn’t mean it’s the best way. There may be a simpler, more efficient, and more effective way to do it. For example, with CRM, you can automate your emails with templates and schedule them to go out later, so you don’t have to write out every single you want to send and be at your computer at certain times of the day to send them. Though this system might work for you, automating your emails will save you time and let you get back to the work that matters most—selling.
2. You Think It’s Impersonal
Automation can be impersonal if done incorrectly. But it can be very personal and effective if done right. You know that relationships are the key to your success in real estate. You know your clients and prospects want to engage with you—not a machine. And you might think using a CRM system will take away this personalization.
But nothing could be further from the truth. You can use the system to automate time-consuming and redundant tasks, like data entry, so you can actually have more time to spend with your clients. And even if you’re sending emails via your CRM, you can still add personalization tokens and use lead intelligence and segmentation to make sure you’re customizing your messages based on each recipient’s interests. At the end of the day, CRM can help you build stronger relationships.
3. A Hesitance to Track Data
You might be concerned about tracking every lead’s data. You might not like the “Big Brother” effect. However, tracking data and analyzing it can help improve your business ten-fold. Understanding who’s opening your emails, which opportunities are converting, and why you lost leads, for example, is valuable insight that will help you sell smarter and more effectively. And it won’t encroach on your clients’ personal data. In today’s digital world, people are used to having their data tracked—they accept cookies on websites and are informed about what data companies are collecting, and they’re fine with it.
4. You Fear Technology
When you’re used to old-school business and selling tactics, like going door to door to get new leads, it can be nerve-wracking to think about going digital. You might do little more on a computer than input contact information in a spreadsheet and use email to communicate with buyers and sellers. Many realtors fear technology, but today’s CRM software is more user-friendly than ever before. If you do your research, sign up for demos, and see programs in action before investing, you’ll be able to find a system that’s easy and simple to use. You don’t need to fear technology when you use the right tool.