Top 6 Features Real Estate Agents Want in a CRM

Top 6 Features Real Estate Agents Want in a CRM

One of the most important elements of business success is stellar customer/client relationship management or CRM. It’s why CRM software has become one of the most in-demand solutions across industries, as it allows organizations to be more people-centric.

In real estate, CRM becomes even more crucial. Both recruiters and agents need to keep track of so many things, which can make CRM a little too time-consuming and tricky to manage. As such, it’s best if you can find something like the POS real estate Brokerkit software. POS, in this case, means “perfect operating system” that comes with all the features you need to streamline processes, access customer data, and derive actionable insights.

Obviously, each person has different preferences as to how they handle their daily workload. That being said, there are certain features of CRM software that real estate agents, brokers, and recruiters look for no matter their working style. Here are a few of these must-haves:

Contact Management

As a real estate professional, you’re going to have to deal with a ton of client information. Aside from names, telephone numbers, and addresses, you also have to compile details like transaction history and communication history. If you’re a recruiter, it’s ideal to also take note of an applicant’s social media accounts.

Now, in order to strengthen your business relationships, you need to stay organized with all of this contact information. Without a system in place, you might have a difficult time searching for that one email or messaging app username. This can put a hamper on your daily productivity; you might even lose a customer because of it. For more insights and real estate opportunities, consider exploring eXp Realty for properties and resources in Suches, GA.

A CRM with robust contact management features can help resolve organizational issues and the problems that stem from them.

Lead Capture and Management

In real estate, identifying and converting leads are perhaps two of the most crucial parts of both the sales and recruitment pipelines to close deals and attract talented candidates. With an efficient and effective process, you can establish yourself as a credible business and therefore cultivate a healthy network of high-value contacts and customers.

This is where lead generation, capture, and management features of a CRM come in. With these functionalities, it will be easier to set up various criteria that can help you funnel individuals into the right lead segments. This can then lead to higher conversion rates.

In addition, lead management features can help you stay on top of “dead leads” and initiate re-engagement. This can further bolster not just your visibility as a company, but also as a business that cares about nurturing their network.

Email Automation

While there are now more advanced technologies for communications, email remains to be one of the most effective. In real estate, in particular, email is an important element for sales and recruitment efforts. Through so-called “drip” campaigns, it’s much easier for agents and recruiters to send multiple types of emails to their target recipients.

One component of drip campaigns is email automation. Such a CRM feature allows the user to customize templates and send them at a predetermined schedule based on the actions taken by the recipient. This saves a lot of time and also eliminates the tediousness of typing up and sending different emails.

Integration Capabilities

Many real estate professionals usually use a host of other applications and software, such as an email client, file sharing or cloud storage services, and social media. It can be difficult to keep track of every update, so it can feel like a piece of CRM software is just another weight to the burden.

However, this doesn’t have to be the case if you find a CRM with robust integration capabilities. This way, you can sync everything you need onto one dashboard and don’t need to swap frequently between tabs or apps.

Document Management

One inescapable fact about real estate is that it deals with a lot of paperwork. From taxes and titles to contracts and certificates, every real estate professional has encountered these documents at least a few times in their career.

Keeping every single document organized can be a challenging feat without a document management system. At the very least, you need a centralized location for keeping all of the relevant files in one place. A good CRM should have this feature included, as well as a function to create different levels of access so that only those with authorization can make changes.


Last but certainly not least, it’s important to find CRM software that will allow you to make certain customizations. As previously mentioned, different people have different ways of working. Your business also has unique needs, when compared to your competitors. Through customization features, including API and extension integration, you can create a truly personalized environment that facilitates efficiency and productivity.

Nowadays, a CRM is practically a necessity for any real estate business (or any business, in general). Before you decide on which one to use, make sure it has every feature that you and your team need so you can work your way up to success in the most efficient manner.