The Best Real Estate CRM?

Table of Contents

Do you have no clue what real estate CRM software to use? We understand.

When leaders can sidestep decisions, they will. According to reports, Barack Obama wore grey or blue suits to keep one aspect of his life simple. Obama had more pressing matters to attend to than you do right now.

Perhaps that’s why, when most Real Estate Agents are faced with the choice of which real estate CRM to use, and they usually do one of two things:

Go to your nearest Facebook group and share it.

Please sit down and consider what would truly work for their company.

We’ll leave our prejudice at the door and assist you in making an informed decision with the latter. These are a few of the most important things to consider before selecting the best real estate CRM for agents.

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Real Estate Business CRM: What is it?

Customer relationship management is an umbrella term for several different technologies that are used to handle customer interactions.

The phrase CRM stands for “Customer Relationship Management.” As the name implies, your CRM may be used to track and manage leads, send drip campaigns, store contracts, book and arrange appointments, and a slew of other things.

A CRM, in general, is software that’s used to operate your company.

Beyond any CRM’s star-rated features, the level of productivity it may offer your company is what matters most. We have only one difference between a solo entrepreneur and an entrepreneur.

A solopreneur owns a job. An entrepreneur owns a system.

With this crucial distinction in mind, let’s look at the advantages of utilizing a real estate industry CRM to help you run your business.

What’s the Best CRM for Real Estate Professionals? 

The advantages we mentioned above are simply the beginning. You’ll also receive some significant benefits for your business if you use the appropriate real estate CRM.

Benefit #1. The best real estate agents CRM saves you time and headaches

How many times do you think you have asked someone on your team for an update on a client or transaction only to discover that it takes far too long to get what you want?

According to research, 65% of a representative’s time is spent on non-revenue-generating activities. That’s a lot of missed opportunities.

With a brilliant real estate CRM, this doesn’t happen.

Keeping everything in one place allows you to maintain it all beautifully organized and consistent at all times so that you can find anything anytime. You, your agents, VA, or transaction manager will have one centralized place where to look for it because

This sort of pro-level organization can also help you develop leads and meet your sales objectives faster.

Benefit #2. The best real estate agent’s CRM will help you close more deals because of “Lead Nurturing.”

The percentage of leads that reach the marketing funnel is 25.32% “sales-ready.” You must offer your leads the correct message at the right moment if you want to close cool or warm prospects.

The most effective method to achieve this is through intelligent, targeted lead nurturing. Depending on how far along in their buying process your leads are, you

You’ll be able to personalize your message to fit your lead’s specific purchasing stage, allowing you to connect with them on a more personal level.

Your leads will see that you are going above and beyond to assist them. As a result, your conversion rates will naturally rise. #WinWin However, you won’t be able to do this.

Benefit #3. An effective real estate industry CRM helps you keep up with the demands of modern homebuyers and sellers

The goal of lead nurturing is to convert prospects into customers by building a relationship with them. To execute lead nurturing, you’ll utilize your CRM to create custom drip campaigns that are only sent to specific portions of your list. This is something a spreadsheet full of business cards and a stack can’t accomplish.

It’s no longer enough to have a single lead management system; in today’s world of chatbots, robo-callers, and Starbucks lattes, your CRM should provide you with enough customization so that no lead feels like another number in your database.

The bottom line is that you should look for CRM software with a good mix of automation and personalization so that none of your leads feel like they’re reading a machine-generated text.

A real estate CRM software can easily be set up to send automated drip emails to generate new leads or stay in touch with other individuals in your database, such as your spouse, SOI, referrals, and previous clients.

How the Best Real Estate CRM Software Handle’s Every Stage of the Customer Lifecycle

Different clients have different requirements.

While you may, in theory, send all of your leads with one automated blanket email generated straight from your real estate agent CRM, you shouldn’t. Each sort of lead necessitates a distinct level of care.

Let’s begin by looking at how to handle leads generated from a third-party portal, such as Zillow, Redfin,, or

CRM Requirement #1 – The Ability to Contact Pipeline Leads Immediately

When you get a lead from a third-party portal, follow up as quickly as possible—for example, lightning-fast. Potential consumers in this category are often eager to learn more about your organization and its services. They’ll go through many listings before reaching out if they find one that interests them.

Customers with shorter timelines and a greater desire to book a viewing via the first Real Estate Agent who responds the fastest are on average more interested in houses that might be of use to them.

But, let’s face it, with a busy schedule, you may not have the time to respond immediately to each lead. That’s when your real estate CRM comes in handy.

You may generate autoresponders activated every time someone completes a form on a third-party portal site with an innovative real estate CRM software.

Set up one message for anybody who contacts you about particular houses. This allows you to contact them and provide an answer immediately instead of waiting for a follow-up email or phone call.

When emailing potential clients, be sure to thank them for taking the time to get in touch with you and provide a call to action that encourages them to set up a time to talk about an immediate showing.

Because these leads are often more costly than others, it’s critical that you act on them right away using a quick follow-up, such as a text message.

CRM Requirement #2 – Email Drip Campaigns for IDX Registrations

Your IDX registration leads are at the other end of the spectrum. Customers in this category are not generally ready to sign, unlike your third-party portal leads.

They’re just dipping their toes into the world of real estate professionals. But it would be best if you didn’t sit on your hands waiting for them to contact you.

Instead, utilize lead nurturing to keep the discussion going and warm them up until they’re ready to make a purchase. To do so, you’ll need a robust sales system with a well-thought-out strategy behind it.

When you’re developing your game plan, keep the following things in mind:

This connection will take time. Don’t begin by asking these potential consumers to schedule a viewing or make an appointment to chat with you. Consider how you might assist them in getting more information about available houses.

Before you can win their confidence, you must first provide value. It would help if you also offered these consumers something for free before ever considering asking them to show you a property since it takes time and expertise to build rapport with strangers.

You can, however, accomplish everything outlined above with the aid of focused follow-ups.

Let’s look at a few CRM software templates and examples:

The CRM Lets You Organize Your Time (and Leads) 

Now, don’t send every lead a follow-up right away because you have your follow-ups ready. It’s a fantastic method to waste time on deals that won’t happen because you’re constantly attempting to contact all of your leads all the time.

Instead, concentrate on follow-ups with clients who fall within a specific budget range and who use your site frequently.

You can keep a million-dollar client from becoming a five-figure customer by emphasizing new buyers. If, for example, a million-dollar client only contacts you once every month, but two $750,000 customers contact you multiple times each week, focus your efforts on the latter while still maintaining contact with the former buyer.

The main benefit of IDX registrations is that you’re catching potential customers before they have a chance to visit the sites.

Because of this, it’s critical that you grab these consumers’ attention and keep them interested and involved.

That’s exactly what you can accomplish with real estate CRM software to nurture those leads. However, not all real estate CRMs are created equal. Here are some of the questions to ask when selecting the finest real estate CRM for you.

Here’s how you can do that with a Real Estate CRM:

#1: Utilize your Real Estate CRM to regularly send market updates, create a CMA or competitive market analysis, and provide it to these sellers.

The goal is to provide them with a genuine sense of market values so that when it’s time to sell their home, they’re not unrealistic in their pricing and have a better understanding of comparable sales.

#2: Ask the Appropriate Questions Another approach is to ask your sellers a few questions about their homes.

A typical example would be:

What was the #1 thing that sold you on this property?

Going through the seller’s home and the office is wise before offering an acceptable offer, but this isn’t always possible. When you call ahead to give notice, clarify your expectations up front so there are no surprises later.

#3: Keep Your Sellers Informed While these changes are essential, it’s also a good idea to keep your sellers up to date on any market developments that will influence them, both positively and negatively.

Finding a buyer for your home may be an arduous process, so get started on the right foot by demonstrating how dedicated you are to their success. If you can show that you care about them and want what is best for them, you’ll have a better chance of securing the listing.

Keep your sellers informed, but don’t pester them with unnecessary information. Only pass on information that will have a significant influence on them. Anything else is part of your responsibility, not theirs.

How Does Your Real Estate CRM Nurture Buyer Leads?

Sometimes, when showing a house to a potential buyer, it’s clear that it isn’t the right fit. 30+ days later, you find out that you never kept in touch with them.

You may reason that they’ve already found a new home, and all hope is lost.

While your chances of sealing that agreement are remote, you may avoid making this costly error again using a few simple settings in your CRM.

You may also send them to view other houses and keep them interested the entire time. (One approach to do this without too much manual effort in HL Integrators is to set up a Smart List of these specific contacts.) You tag your buyers based on how often you want to contact them. When the time has passed, you’ll get a notification reminding you.

The finest real estate CRMs will also allow you to add activities to your buyer’s contact information so that when your follow-up alarm goes off, you’ll know where you left off and what needs to be done.

When creating an appointment in your CRM’s calendar, you should be able to do so right away. Tagging your buyers, building activities, and adding new appointments to your CRM’s calendar ensures that you’ll never lose a lead again.

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The CRM Will Seamlessly Re-Engages Past Clients

Clients from the past might provide you with new business. The trouble is that many agents concentrate too much on obtaining fresh leads, which can cause them to overlook their existing sources of revenue.

Yes, it would help if you were doing more to stay in touch with your former customers.

Spend a few extra minutes personalizing the material you’re going to offer this critical audience.

Don’t make things more complicated than they need to be. Perform something, and you’ll be in much better shape than your competition, no matter what it is.

If you’re still unsure about investing more time reconnecting with past clients, take a look at how this real estate firm was able to develop a $90 million business based solely on its existing client base of 280 contacts.

Here’s a look at their 4-part marketing strategy:

Every month, prospects are sent a postcard to everyone on their list on the 15th.

Then, on the 7th of each month, they emailed a 90s video to employees.

Another email was sent out on the 21st of each month.

Every three months, all of the contacts on the list would be contacted by phone.

The secret to this method is the fact that you’re looking for a process.

You can appreciate the benefits of a blog as long as you stay in touch and personalize your material.

Do you have a strategy in place for each potential client?

Real Estate CRM vs. The Others: The Real Problem with Selecting a Real Estate CRM

So, what exactly is the catch? The main drawback with real estate CRM is the plethora of options available.

We’re indeed all for the free market, but there are just so many CRMs on the market that deciding which one is best for you might be difficult. Nothing is worse than wasting money on a system that you don’t utilize.

How to choose the best real estate CRM for the best price

You’re ready to start weighing CRM features that can get you there once you know exactly what you want for your business (and life!)

Many CRMs can assist you with almost every aspect of your real estate business.

Check out our review of: GoHighLevel CRM

Real Estate CRM Category #1: Rookie CRMs

Several low-cost CRMs can help you keep track of your leads if you’re just getting started. Many of these cost less than $1000 per year and come with a free trial.

These tools can be helpful at first when you need a place to expand your nascent database. In the future, you’ll be able to afford a tool with a beautiful user interface. But right now, it doesn’t matter how nice your software is. It just needs to be straightforward to utilize.

It’s also crucial to note that not all CRMs are real estate CRM. Many agents begin with a general CRM because it is well-known, loved, and in some cases, very affordable or even free. That’s perfectly fine at first. However, as the referrals start rolling in, managing ALL of your company’s activities as a

This leads us to the…

#2: Solo Agent CRM

If you’ve been a.) exceeding your monthly sending limit every month, b.) considering hiring a VA, or c.) concerned about seeing your family again, it’s time for an upgrade.

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A CRM is a good idea if you want to save time (and pain) by using one. It’s also helpful in handling lead generation and capture, real estate-specific drip emails, sophisticated SOI marketing, direct mailers, and more.

You should be aware that specific CRMs are lead-generating tools as well, which is an entirely different game.

#3: Team Real Estate CRM

Growing pains indeed exist.

Your company’s pain points as a team leader will be very different from what they were when you were a rookie.

When you get to a point in your company where you have far more work than you can handle, it will pay back tenfold to provide your staff with the tools they require to do more and faster. Maintaining backend logins and switching between platforms at this stage would harm your employees’ performance and put you at risk of losing leads.

Some CRMs (including HL Integrators) include additional capabilities like transaction management and deal reporting to give you a complete picture of who and what is making money in your team.

Multiple Systems vs. All-in-One Solution

It’s common for a newbie to use one system to keep track of database leads and another for sending drip campaigns, among other things. However, as your business expands, you’ll want a single CRM that can handle everything from start to finish.

Marketing automation & lead management tools included with HLI:

  • Stages of lead cycle
  • Real Estate Website
  • High Converting real estate Lead Funnels
  • Automated real estate email drip campaigns
  • Voice Drops
  • Prospect Follow-ups
  • Reporting
  • Workflow automation (Lead Follow up)
  • Real estate team reporting
  • A/B Testing
  • Automated Appointments
  • Listings Management
  • Automatic Voice Drops
  • Text messaging
  • Chat Bot – For lead generation
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Automation and Personalization

Automation is excellent, but sometimes you need that personal touch that only an actual, breathing human can provide. Is the CRM capable of automating and customizing as required?

Customer Support

How much of a learning curve can you handle? A free trial is an excellent approach to test not just the CRM itself but also the customer service that comes with it.

Every new technology takes some time to master. Make sure you and your coworkers have access to the information they require when they need it.

Reporting and Analytics

As your company expands, it becomes increasingly difficult to keep track of money and opportunities that might fall through the gaps. Look for a CRM that provides advanced tracking and reporting so you can build a solid lead management system and hold agents accountable for the leads they receive.


The place you’re at in your business has a lot to do with how you get the most bang for your buck. What’s the most acceptable match for your firm right now and over the next year or two?

You can save a lot of money by using one CRM as your central lead management system and dialer for teams calling a wide range of leads from MLS sites, internet lead sources, expired, FSBOs, and other sources.

Take an impartial look at your company’s cost and time pressures, as well as the potential of the CRM to relieve these.

One last point on costs: CRM pricing should always be clear. You probably can’t afford it if you can’t discover a price on their website.

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Is HL Integrators Right for You?

HL Integrators’ customers include teams of three or more agents who are laser-focused on lead ROI. We assist them in closing more deals faster, keeping their representatives accountable, and preventing opportunities from slipping through the cracks.

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