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The Best CRMs for Real Estate

a client and realtor shake hands in front of house

In order to be a successful real estate agent, you need to use the same approach entrepreneurs would use. More specifically, you have to utilize every channel that is available to you, especially the ones that make your work easier and more effective. CRM (Customer Relationship Management) platforms present one of these powerful channels, and you’ll be learning more about them in this detailed review of the best CRM for real estate. And why is it important for real estate agents to pay attention? Because the right CRM platform opens up a world of possibilities in terms of gaining and impressing clients. And all you need to do is integrate it with your website.

What you are looking at is a singular tool with multiple key functions. And maybe you’ve heard about CRM. And maybe you’ve even heard they are predominantly geared towards more conventional businesses. The truth is that CRM platforms are what you make of them. And thanks to the extensive software at your disposal, you can start to double up on your productivity, valuable information, and ultimately, greater success.

Key CRM Features for Real Estate Agents

So, where do you start? What are you looking for in the best CRM for real estate? In short, you want a CRM platform that is intuitive and created in such a smart way that you can customize it according to your needs. At the same time, it should be able to handle important tasks without effort from you.

But to give you more perspective on how practical CRM for real estate can be, consider the following:

1. MLS Integration:

As an individual who makes a living through listings, downloading properties from MLS to your website is one of the most powerful tools you’ll have. Why?

  • Properties from MLS on your site will help to boost organic rankings, given that search engines will regard the site as highly informative
  • It provides online buyers with a central platform from which they can search all relevant listings while promoting your services right next to them
  • The combination of the best CRM and MLS will give you exact details of user habits while on your site, for example, what they were searching for at what time
  • An email alert can be set up so that when a listing that fits a user’s criteria is available, they immediately get a notification from your site
  • Bottom Line: When you look for a CRM, look for one that allows for MLS integration.

2. Keeping in Touch With Leads and Clients

shaking hands after completing the deal

There’s no better way to put it other than saying CRM gives you complete organized control. And yes, 88% of real estate transactions will come from previous clients or people that were referred to you by previous clients. But that doesn’t mean you let the other 12% get away. As mentioned earlier, you are going to utilize every channel you can, because you don’t know where your next client is coming from.

Of course, marketing to different platforms is easy. But keeping all the information from all the different sources organized is something else. With the right CRM integrated with your website, you can put all this valuable information within a single space, where you can easily and effectively organize.

Referring back that 88%, it is crucial to keep in contact if you want to benefit from this statistic.

That’s why a good CRM platform is going to help you nurture and maintain client communication, even after the deal is done. In fact, 74% of clients admitted they will gladly recommend a realtor if the realtor stays in contact with them.

Now, how you choose to stay in contact is up to you, but through CRM you can send regular messages and updates, such as new listings, follow-ups, and you can even send holiday greeting cards. Alternatively, you can simply integrate with a popular communication channel. Whatever way you can think of to keep the connection alive, a good CRM will help you achieve it.

3. Automated Outreach

circle of trust

There are many reasons why you’d want automated emails and responses, but for the most part, clients typically want a response within the hour. Seeing as they are about to spend a lot of money, it’s natural that they regard themselves as your most important client.

With CRM, you are at liberty to provide an instant response to the client automatically. And you can also set it up to notify you if a client is urgently looking to get in contact.

The fact is that you won’t have time to sit and wait for a reaction from online buyers, but you don’t want to lose those leads either. So, just by letting potential buyers know you’ll be getting back to them within the hour through an automated response can literally save your lead.

What’s the Average Price of a Real Estate CRM?

Unfortunately, there is no set price that can be provided, seeing as there are many variables that determine it. And the most accurate minimum average will range between $49 and $199 per user, per month. But once again, this a generalized average that can go either way. For example, the more clients, partners, and communication channels you wish to add, the more it will influence the pricing scheme.

The best way to approach this is to look at each CRM and their respective features. Then, single out the ones that cater to your specific needs, and from there you compare the packages they offer. Just remember to stay within your budget if you want the CRM to have any profitable meaning.

Our Top 5 Real Estate CRMs for 2018

To help you make a decision, we’ve compiled a list of the most popular CRMs out there, starting with the CRM of the year, Infusionsoft.

1. Infusionsoft

Infusionsoft isn’t primarily a CRM. Instead, a CRM module comes with the e-commerce package, and it is described by users as an all-in-one. Everything you need from marketing to reports to client personalization, you can do it through Infusionsoft.

One of the main reasons why Infusionsoft is at the top of our list is based on the clear stages a client goes through. More specifically, the agent/s will always be in the loop regarding the process of the client and how far they are from closing. The interface is amazing, all your new leads are centralized, and you can maintain easy and consistent communication with clients, old and new. In terms of real estate, these are the features that stand out.

Some of the features that are going to appeal to real estate agents include:

  • Web forms and social sharing
  • User engagement tracking
  • Marketing automation
  • Email marketing (automated)
  • Marketing reports
  • Opportunity management
  • Lead scoring

Of course, you need to use a CRM that suits your specific approach. But you can’t really go wrong with a powerful CRM like Infusionsoft. And it should also be mentioned that there are hundreds of apps from the Infusionsoft marketplace, ready to make your work easier.

UPDATE: Ready to put Infusionsoft to work for you? Follow this link for their latest deals and to learn more about software.

2. Salesforce

Unlike Infusionsoft, Salesforce is primarily a CRM. It comes in second on our list and it’s particularly popular based on the real-time visibility of conversions. Also, if you are working as a team, Salesforce is perfect for managing territories and collecting data for forecasting. Salesforce also boasts a powerful mobile version. The main features that can appeal to an agent include:

  • Email integration
  • Lead management
  • Easily engage clients everywhere
  • Analytics
  • Feed First (Important notifications get shown first)

3. Ontraport

With Ontraport, you are looking at a CRM that aims to really personalize interactions with clients. By keeping track of what your clients are up to and what they are looking for, it becomes very easy to make every client feel like they are your most important one of the bunch. A real estate will also love the following features:

  • Organized collective data that’s easy to recall
  • Multiple options for importing contacts
  • Email campaigns (Automated)
  • Automated responses and updates

4. HubSpot CRM

HubSpot CRM is perfect if you are just starting out and learning the value of CRM. This is because this particular CRM is free and very quick to get started with. More importantly, it’s a really basic version of CRM that will help you establish some experience, and more productivity without extra cost. The main features include:

  • Email and website integration
  • Website visitor tracking
  • One-click email lead importation
  • Email connections
  • Social media

5. ProsperWorks CRM

Just like with HubSpot CRM, there is nothing complex about ProsperWorks. From the moment you start using it, you’ll quickly get the hang of what’s going on. As expected, the CRM is cloud-based and personalizing your interactions is easy thanks to the great reporting system. In other words, you’ll always have a clear picture of the pipeline and where your client fits into it. Features to look out for from a real estate point of view include:

  • Google Chrome extension
  • MailChimp integration
  • Email open tracking
  • Task automation
  • Activity reporting

Final Thoughts

Given that a real estate agent never really functions from a singular place, having a CRM can really make the difference. Because not only will it aid in staying organized and on top of the needs of your clients, but it will help to maintain those important relationships. In addition, they take over crucial and repetitive tasks, while handling automated responses.

So, if you really want to be a successful real estate agent, find the best CRM for you.