Customer Relationship Management (CRM) and The Real Estate Professional
Customer Relationship Management (CRM) and The Real Estate Sales Professional
What Will Be Covered1 What is Effective Customer Relationship Management2 The Need for Customer Relationship Management3 Forming a Customer Relationship Management Process4 Selecting the Right CRM Program4
What is Customer Relationship Management (CRM?)?
What CRM is NOT! • A simple list of names, addresses and phone numbers • A bought list of unqualified leads from a website • A computer program • Customer notes jotted on a yellow lined note book
What CRM is! CRM is the process of collecting relevant information on clients over time, storing that information in a safe, organized manner, and then searching and filtering that information for insight into your business in order to drive more relevant and personalized communications. IT’S AN ATTITUDE/BUSINESS BEHAVIOR
Sellers: % Reuse or Recommend 85% would at least probably reuse or recommend youNAR 7/2012
Buyers: % Reuse or Recommend 89% would at least probably reuse or recommend youNAR 7/2012
What Do We know?Source: National Association of Realtors – 2012 Members Survey
There is more……….From the Keller Williams Facebook Page…
There is even more……….From Realtor Study Done By Activerain… • Rich real estate agents invest 6 times as much in technology as poor real estate agents. • Every year the average rich real estate agent spends $3,000- 5,000 per year on technology, while the poor real estate agent only spends $500-1,000 per year. • Rich Real Estate Agents spend 10x more on marketing • A CRM was found to be a top real estate tool in among agents. The survey found that the highest earning Realtors spend more on their CRM and website then the lowest earning ones. • Almost twice as many rich real estate agents use a CRM than poor real estate agents. • The top two sources of business for real estate agents are referrals and past clients.
There is even more continued………. From The Referral & Repeat Marketing Book • Research from the National Association of Realtors: the average person knows between 3-5 people who will move each year (think about the next ten years and the value of the relationships you’re building with people). • You should be in contact with the homeowners in your community at least 17 times per year. • Realtors can expect a 13% return from their database. That is 13 transactions for every 100 people in the database to whom they market. • Number one reason Realtors do not like to call past clients is because they haven’t communicated with them in a long time and are not sure what to talk about!...
Lets Do Some Math “A” list Gold Mine Number “A” Contacts in Database 50 Number of Moves every 10 Years 1 Average Commission $ 5,000 Total over 10 Years From A List $250,000 “A” List Referrals Gold Mine Number “A” list referrals in 10 Yrs 150 Average Commission $ 5,000 Total from A List Referrals $ 750,000 Total over 10 Years From A List $1,000,000Is Staying In $1,000,000 / 10 Years = $100,000 Per YearTouch Worth It?
CONCLUSION…..If you follow a customer relationshipmanagement process you will developbetter relationships with your contactswhich will lead to a sky-rocketingvolume of referrals andrepeat business.
How Do You Build a Gold Mine ThroughCustomer Relationship Management ?
CRM versus a CRM SystemCRM is a process and an approach todoing business that developsstronger client relationships.A CRM System on the other hand, istypically a software tool that enablesand automates the process ofcustomer relationship management.
Every Successful Sales Rep Has a CRM System Your platform/System is the Key to Success Implementing an effective CRM approach is virtually impossible without an effective and easy to use CRM system as a platform to build upon.
First Step & The Key to CRM Success isDeveloping “Rich Contact Profiles” “Quite simply, a name, a phone number and a home address is not enough to develop a strong customer relationship and in turn raise your earning potential … YOU NEED TO KNOW AND MANAGE MORE”
“Rich Contact Profiles Continued” “We need to get to know our contacts on a personal level so that we feel confident speaking with them and can have meaningful interactions with them on an ongoing basis.”
What information should you gather? How will you stand out from the competition ? • Birthday and Spouse’s birthday • Last discussion • Where they work • Hobbies and interests outside of work • Wedding date if married • Names of children (ages, hobbies etc.) • Date they moved into their home • Mortgage details • Current home vs. dream home • Names of referrals they have given
In CRM ABC = Always Be Conversing Information Gathering Is Imperative
There is always one thing people want to speak about……………
We have to Show Some Interest !Showing Genuine Interestwill ultimately lead to complete success when gathering pertinent personalinformation from clients or prospects !
You Have Formed a Database. What’s Next? Build aInterest? In Touch Plan to Keep
Step 1: Analyze and Categorize Your Contact List • Business-to-Business contacts are those people that you deal with strictly on a business basis. Examples include other Realtors, Mortgage Brokers, Bankers, Home Inspectors, etc. • Personal contacts are really friends and family, or people you have a relationship with but you don’t expect to do business with them. • Prospects are people who you believe you have a realistic chance to do business with at some point in the future. • Clients are those people who have agreed to use you as their Realtor or who you’ve done business with in the past.
Step 2: Assign Your Contacts to Groups Group Examples • A List • B List • High School or College Friends • Other Realtors • Members of your Church • Members of your BNI Group • Members of your Local Chamber • Members of Your Childrens School • Charity Members
Step 3: Define a Communication Plan for Each CategoryThe key is to target the appropriate messages with theappropriate frequency to the needs and interests ofyour different contact types and groups.A Communication Plan Consists of ALL or SOME of theFollowing:• Face to Face Meetings• Phone Calls• Email Correspondence• Direct Mail CorrespondenceThe Communication Plan should be recurringAnd last a lifetime.
Forms of Communication within the Communication Plan Email Pros • Very Low Cost • Reach • Scalability • Easy to Automate • Easy to Track and Measure • Ability to Identify High Quality Leads! Cons • Spam • Deliverability • Open Rate
Forms of Communication within the Communication Plan Direct Mail Pros • Can Be Highly Informative • Can Be High Impact • Total Control Over Presentation Cons • Very Costly • Open Rate • Junk Mail • Time Sensitive
Forms of Communication within the Communication Plan Phone Call Pros • Very Personable • Low Cost • Large Reach • Easy To Track and Note • Can Be Highly Informative Cons • Possible Inconvenience to the Prospect or Client • Time Intensive • Hard To Reach People
Forms of Communication within the Communication Plan Face to Face Meetings Pros • Can Be Highly Informative • Very Personable • Very Effective in Rapport Building • Easy To Track and Note Cons • Very Time Consuming • Not Scalable • Can Be Costly (Travel, Lodging, Entertainm ent Etc).
Example Communication Plan For an Expired Listing
Basic Real Estate CRM Features….. • Rich Contact Profiles and Contact History • Powerful Contact Search Capabilities • Conversation Logging • Robust Calendar and Task List Features • Automated Appointment and Task Reminders • Mail Merge Emails and Letters • Pre-Built Business Management Reports • Online Document Storage
Advanced Real Estate CRM Features….. • Powerful Email Marketing • Personalized Graphic Mass Emails • Drip Mail Nurture Campaigns • Email Campaign Reporting (who opened, clicked through, etc.) • Monthly E-Newsletter • Professionally Designed and Written • Complete and Ready-to-Go • Customizable • Auto Pilot Communication Plans/Activity Plans • Website Integration with Lead Capture • Wireless Sync Capabilities
Advanced Real Estate CRM Features Continued….. • Active Business Management • Manage All Your Listings and Buyers • Pre-Defined Listing and Closing Plans • Automated Website Lead Capture and Instant Email Alert • Smartphone Wireless Sync • iPhone, Android, BlackBerry, Windows Phone, etc. • Sync to Native Address Book, Calendar, and Task List Built Into Smartphone • Runs on all Devices: PC’s, Mac’s, iPads, Tablets
SUMMARY• Effective Customer Relationship Management (CRM) is one of the corner-stones of a successful career in real estate sales.• Successful real estate agents use a real estate CRM to help them keep in touch with past clients, nurture leads, and stay organized and in control.• The right real estate CRM for you is the one that’s easy enough for you to learn and use, while still offering all the capabilities you need today and in the future.
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