CRM for a Real Estate Brokerage: Key Considerations & Benefits

When you’re looking for a home or you already live in one, you need someone who knows the area and its history to show you the ropes. You need a real estate broker.

The broker/agent relationship is one of trust, where an agent has access to your personal information, including financials and contact information for friends and family members. As a rule, you should only deal with someone who is properly licensed and trained.

Real estate brokerage is neither a product nor a service. It’s a relationship between two parties. The brokerage server as an agency is a key element of the relationship, although the principal-agent issue is a complex one and only the beginning of the analysis. 

The object of the relationship is to find the best match between available properties and buyers’ needs and preferences.

In this article, I’ll highlight the CRM for a real estate brokerage, key features, and benefits. 

What Is Real Estate Brokerage?

When it comes to real estate brokerage, the first thing that comes to mind for most is real estate agents. There are many parts to real estate brokerage though, and real estate agents are just one of them. Real estate brokerage can be defined as a business that helps people buy, sell and lease real estate. 

Brokers are third party experts who assist both buyers and sellers with the sales process. Their job is to make sure both parties are treated fairly and get a good deal. They work for their clients and not the other realtors involved in the deal. 

They work with both the buyer and seller but they have to treat the two parties equally during the process.

Why Does Real Estate Brokerage Need CRM? 

There are many benefits to using CRM (Customer Relationship Management) tools, but one of the largest is definitely easier communication.

Using a CRM tool means that you are able to know who you are communicating with and what the content of that communication is (even if it’s just a short email message).

CRM systems provide you with the ability to communicate your thoughts and ideas in an organized fashion – which will make your client happy!

In order for you to effectively communicate with your clients, you need access to all of the information about them during the entire process of their home ownership. You also need access to their information after they purchase their home as well.

The point of a CRM is that it can stay organized so that you don’t have to stress out over losing important information.

How Do I Choose a Real Estate CRM?

First, you need to understand what CRM is and why your business needs it.

Real estate CRM (Customer Relationship Management) is used to automate and manage business processes.

Every real estate business is different and that’s why there isn’t just one real estate CRM. A good real estate CRM should be able to align with the goals of a business. 

Whether your goals are more focused on pipeline management, workflow automation, document collaboration or even lead generation, there should be an ideal platform.

So, you’re ready to make your first investment. Or you’re a seasoned pro, ready to find the right CRM to make your business run smoother. The first thing you should know is that a CRM – or Customer Relationship Management software – is infinitely more than just a tool; it’s a way of living and thinking.

Key Features of a Real Estate CRM

For anyone who has spent any time in the real estate industry, they know it is extremely difficult to stay organized. Even with all the technology that exists out there, most companies still use multiple software platforms and manual processes to manage their business. 

In fact, according to a recent survey by Coldwell Banker Real Estate, 70% of agents have fallen behind on uploading home listings, 66% have had a client contact them the day a home is listed for sale, and 57% have had two or more clients contact them about the same property on the same day.

HubSpot is a complete real estate CRM that helps brokers, agents, and investors organize leads, follow ups, appointments and contacts. 

Key features include:

Agent CRM – A fully integrated agent CRM with email, texting and phone integration.

Lead management – Create an unlimited number of custom lead forms to collect any type of lead information.

Email – Email your leads on the go with our mobile app. Automate follow ups, reminders and notifications to keep your real estate business organized.

Phone – Call your leads directly. It prevents you from missing important calls by sending you reminders when a new contact or lead is added to your phone’s call log.

Reach Your Customers – Improve your customer service and increase revenue by engaging with your customers, from wherever they are – across any platform or device.

Equip Agents for Success – Increase overall productivity and grow your business by equipping agents with real-time information at their fingertips.

Integrate With Systems You Already Use – Build custom integrations that make it easy to pull your company’s data into CRM and sync it back out.

Is HubSpot Ideal CRM for Real Estate Brokerage?

Why is HubSpot an effective estate brokerage CRM? Despite the fact that there are thousands of real estate firms using CRM, how would you assess how many of them are really satisfied with their CRM service?.

I know that the number is actually not high. Just two years ago, I was in your shoes. I didn’t like any of the CRM software and thought there must be a better way for us to do business.

Working with HubSpot was a great experience. I had the opportunity to lead a team of developers and we worked together to deliver a product that not only achieved our goals but went beyond them.

Our implementation of HubSpot has greatly improved our sales team efficiency by automating many manual tasks, such as scheduling follow ups, sending emails and keeping contacts up to date.

This is something that we have been relying on heavily. HubSpot offers a set of powerful, integrated tools for marketing automation, analytics and website development. We made use of these tools to manage our entire sales process from lead to closing.

Moreover, real estate is one of the most regulated industries in the world, so the software used by real estate agents and brokers must be very robust.

A real estate brokerage CRM should handle:

• Client relationship management, including client and transaction history, contact details, and property listings.
• Marketing automation, including email templates and workflow rules.
• Property management, including listing, showings, and marketing.
• Property listings, including advanced search options and custom fields.
• Reporting and analytics.

HubSpot helps brokers improve their capabilities in all aspects of real estate by providing a powerful CRM solution. As a result, real estate professionals can save money and time by working more efficiently. Get started now and enjoy a 14 days free trial.