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Salesforce Essentials for Independent Real Estate Professionals

Any successful agent will tell you that the key to growing your real estate business is through building and maintaining relationships with your clients. Customer Relationship Management, or CRM, is a software designed for lead and contact management, task management, and tracking your deals.

Many agents use a combination of spreadsheets, email, and hand-written notes to keep track of their day-to-day. CRM can help agents stay connected and better understand their clients, streamline day to day processes, and empower them with data-driven insights to increase profitability.

CRM vs. Spreadsheets for Real Estate Agents

It might be time to graduate from your spreadsheets if you’re missing follow-ups, losing track of deals, or misplacing client information.

Unlike spreadsheets, a CRM tool will store and organize real estate leads from multiple sources, such as your website, social media outlets, referrals, and open houses. With the use of a CRM, agent productivity at most brokerages has increased by upwards of 50%.

Real estate CRMs are designed with specialized features or industry-specific integrations. In contrast, an advantage of Salesforce is that we give you, the user, the ability to customize your database to fit your needs exactly how you envision it.

Additionally, industry-specific solutions come at a higher cost. It is important to consider all features and functionalities in order to make the best decision for your business: Do these specialized features warrant the higher cost? Or can a generic CRM option accommodate your priorities?

Mobile App for Universal Access

Individual Agents are on the go. Between client and vendor meetings, showings, and inspections, 95% of realtors rely on their smartphones. Salesforce is a cloud-based app that will work on any smartphone or tablet — meaning you can access client information from anywhere.

This is especially important in a fast-paced market where things are always changing. Whether a seller reduces the list price or a client agrees to buy, you can stay on top of changes in real-time (and be less stressed as a result).

You can also use the mobile app to access tasks, which is a to-do list that allows you to set and assign due dates and reminders. You can use priority fields, task statuses, and list views to manage all of your tasks on one page and even automate repetitive tasks.

Salesforce Essentials has email integration, too, which helps you respond to leads and current clients even as you conduct walkthroughs and close deals around town.

Lastly, the Salesforce Inbox and Einstein Activity Capture make it easy to automatically log your email communications bi-directionally between your CRM and Gmail or Microsoft Office 365, plus synchronize meetings from your calendar and create Salesforce records without leaving your inbox.

Deal Tracking and Campaign Forecasting

Without a CRM tool, it’s easy for information to fall through the cracks, miss a follow-up, or forget information about your clients’ listings when you’re managing multiple deals at one time. With Essentials, you can keep track of your client’s needs through the entire buying and selling journey.

Specifically, you can manage your deals visually with Opportunities — where agents can see insights into each individual deal and what stage of that deal cycle they’re in. Create custom reports and dashboards to track sales activities, forecast sales, and understand where you should improve efforts.

Campaigns and list emails in Essentials allow you to create and save your own email templates and send mass emails. Track your marketing efforts through reports so you can quickly understand which campaigns are successfully bringing in more leads.

When you combine targeted campaigns with prompt communication, it helps you stand out from other real estate agents. The result? Better service for them and more sales for you.

Third-Party Integration

On the Salesforce AppExchange, you can find many apps from third-party software tools that integrate with Essentials to streamline your workflow. For example, you may be interested in integrating Zillow to display home valuations.

The Zillow Integration for Salesforce empowers independent realtors with the information they need to compare listings with neighborhood and market trends. It also offers insight into previous sales history and relevant property details, helping you get quickly up-to-speed on homes that just hit the market.

Another way this tool works to your advantage is that it alerts you which homes new prospects are interested in, so you can assess whether or not they’re a realistic goal. This helps you prepare for your conversations with buyers and steer them toward an outcome they’ll be happy with. Similarly, it helps you see what a seller’s goals are, which helps you better answer their questions and concerns the first time you talk.

Read more about why CRM is better than spreadsheet.

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