What Is a Customer Relationship Management System, and Why Do You Need One?

Nov 12, 2018 by

Whether you’re an independent real estate agent or employed at an agency, a customer relationship management (CRM) system may be the key to attracting, managing and retaining clients.

What is a CRM system?

A CRM system is like your very own virtual personal assistant. It “allows you to track the entire customer journey, including all historical interactions…across all departments, be it sales, marketing, finance or customer service,” says Mason Frank Internationals’ Chief Marketing Officer, Kashif Naqshbandi.

In addition, the right CRM system can help you:

  • Communicate with clients throughout their entire home-buying process.
  • Follow up with potential clients at the right time.
  • Track productivity through leads/revenue.

“In the business of real estate,” a CRM system “is more like the lifeblood of your business. Without it, your business will die,” Ohio real estate agent and REALTOR® Eric Sztanyo stresses.

What are the benefits of using a CRM System?

Many real estate professionals, like the Director of the California Association of REALTORS®, Sebastian Frey, say it’s difficult to make a living in real estate without a CRM system.

“A CRM system helps agents stay in contact with their database, to maintain top-of-mind awareness with their sphere, clients and prospects,” says Frey. “Without a system to reliably communicate with hundreds or thousands of people, many opportunities to help customers will be lost.”

These virtual personal assistants can also give you peace of mind when it comes to managing your day-to-day. “I can add a contact to my CRM, and then basically relax,” says Texas property manager and REALTOR® Cassie Villela. “I know that the programs I’ve set up with remind me to interact with that person appropriately,” she adds.

What are some popular CRM Systems to choose from?

According to Naqshbandi, Salesforce is a CRM based entirely in the cloud. “It can integrate all of your digital channels into one comprehensive system, enabling you to manage your social media, email campaigns and digital advertising on one interface.

Licensed real estate professional James McGrath of New York recommends Contactually for its bucket feature. “You can easily make buckets (one for leads you haven’t spoken to, another for those you’re actively house hunting with, etc.) and add
reminders specific for each,” says McGrath.

If you have any questions or would like more information on how the Quicken Loans® Agent Relations team can help you grow your business, call (866) 718-9842 or email You can also visit

Krystal Miller lives, works, and plays in the Detroit area and loves covering a variety of topics. She started her writing career in broadcast news and made the move to marketing copywriter in 2012. When she’s not writing, you can find her cruising around town on the back of a Harley or enjoying some quality time with her family in Northern Michigan.

For the latest real estate news and trends, bookmark

The post What Is a Customer Relationship Management System, and Why Do You Need One? appeared first on RISMedia.


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Rewire the Digital Customer Experience: 6 Ways to Connect

Feb 10, 2018 by

In today’s reputation economy, getting the digital customer experience right is essential to your survival. Brands need to remember that experiences are not logical; they’re emotional. Creating an emotional connection with your customer through the digital journey is critical; however, this is no easy task, considering the challenges of the online and mobile environment.

When optimizing your digital customer experience, remember these six tips for connecting with customers:

  1. “Know Me”
    In today’s digital age, customers expect the companies they do business with to truly know them. Brands need to track all interactions a customer has with the brand. Companies need to store customer understanding and track information that answers key questions, like: What emails did the customer open? What videos did they watch? What questions did they ask via social media? What purchases have they made? By tracking all engagements and preferences, a company can build predictive models and predict behaviors, such as likeliness to churn, likeliness to purchase, likeliness to refer, or likeliness to renew. This will enable customer service teams to become more proactive in nature, recommending the offers that are most likely to resonate and be accepted by the customer. The end result is increased business and improvement in customer satisfaction.
  1. “Engage Me”
    In the digital environment, it’s important to engage your multi-tasking, multi-device-using online visitors and keep their attention. One strategy is to create interactive apps or simulations of the experience customers could get if they were to visit the brick and mortar store. For example, if the brand is a paint company, let customers get the same experience of painting the walls of their desired rooms with chosen paint colors using an interactive app. Additionally, the customer can contact a consultant to get a third-party opinion or ask a question.
  1. “Make My Life Simple”
    Most consumers have experienced customer service calls with multiple transfers, and each new agent requesting the same basic information. Companies need to make sure the customer experience is integrated and not disjointed. In essence, a business needs to provide one unified customer experience that spans multiple mobile devices and screens. The experience needs to let customers pause any activity, and be able to resume it at another time, from a different device. This experience should be personalized and tailored to the customer’s preferences, habits, and behaviors, regardless of channel or platform used to engage with the brand.
  1. “Anticipate My Needs”
    Historically, customer service has always been viewed as being very reactive to customer needs. For example, if customers have a problem, they have to call customer service. Rarely is it the other way around where customer service proactively reaches out to the customer. Micah Solomon, author of “High-Tech, High-Touch Customer Service,” describes the concept of “anticipatory customer service” by which companies predict customer needs and proactively address them. Anticipating a customer’s needs gives companies an opportunity to provide a “wow” experience, or fix a problem before it amplifies. Here are a few examples where companies could leverage proactive text message alerts for customers: credit card expiration, fraud alerts, order status updates, bill charges that have spikes out of the norm, or subscriptions due to expire. In all of these cases, a customer call can be prevented with a proactive alert and by giving the customer an option to fix the issue via text—before it amplifies.
  1. “Feel What I Feel”
    Maya Angelou stated it best when she said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Empathy is a critical component of delivering an amazing experience that customers will remember. As you analyze the customer journey, and focus on the emotional drivers behind each stage, try putting yourself in your customer’s shoes. For example, what does it feel like to be a customer who has visual impairments attempting to use a chat tool? Can you read the black text on a white background? Chances are, probably not. Demonstrate empathy and customer service excellence by providing those customers the ability to click a button that will change the background to black with white text.
  1. “Reward Me”
    After every engagement, a brand should send a one-question survey to customers to gauge their experience with service. If a customer replies back with a one-star rating, the brand should have an alert that immediately serves up an outbound call to save the customer relationship. If the customer replies back with a five-star rating, the brand should thank the customer for their loyalty and invite them to join an exclusive social referral program, which rewards them for referring the brand on social networks with extra points or promotions.

When designing your brand’s unified customer experience strategy, remember these six tips for connecting with customers to drive deeper engagement. Take heart in the fact that, even in the digital age, emotional connections are still critical to the future of good customer service.

Source: Hinduja Global Solutions (HGS)

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Customer Service: What Works for Any Business

May 12, 2016 by

No matter what your job title is, in real estate, customers are the reason your company makes money. Whether you’re a real estate agent, an administrator or in sales, customers and clients breathe life into your business. Because they’re so important, customer service should be everyone’s top priority throughout your company. After all, if customers […]

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Technology Lays the Foundation for Customer Cultivation

Mar 24, 2016 by

“From the beginning, it’s been a progressive group of great brokers who found that it made sense to leverage the horsepower you get when you become a larger company,” says Charles Nitschke, CTO of Tomlinson Sotheby’s International Realty in Coeur d’Alene, Idaho. We recently caught up with Charles who explains why his company is a […]

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