How to use CRM to build your real estate empire

Kaitlyn Wightman
Kaitlyn Wightman
Real estate: A neighborhood full of houses.

Real estate success hinges on relationships.

You need to stay on top of your client’s needs, respond quickly, and anticipate trends, regardless of whether you’re an agent or broker working in residential, commercial, or industrial property real estate.

That’s a lot to take on.

CRMs specialize in shaping the customer experience, not just organizing client contact details and property specs. A CRM helps you manage your real estate sales pipeline at every step, from capturing leads to earning referrals and repeat customers. Most importantly, a CRM helps you send the right message to the right customer at the right time.

CRM for Real Estate

In a playing field like today’s real estate market, you can’t afford be a day late or a dollar short. A full-featured CRM for real estate is essential. Here’s a look at how you can use your CRM to meet your business goals.

Related: What are some best practices for using Nutshell for real estate?

Expand and train your staff in your CRM

In response to lower rates and more buyers, it’s often advantageous to add mortgage brokers to your in-house teams, which helps you close deals faster and ensure the best rates. Make sure your entire staff, both veterans and newbies, are on-board with your CRM. Provide ample training and always leave lots of leeway for questions, retraining, and professional development.

Share client information with your team

Keep your client feeling like she’s a priority by making sure every team member is up-to-date on her details. Keep her most recent information at their fingertips, whether in the field or at the office. CRM makes it easy to keep information accurate and accessible on both desktop and mobile devices. Easily access her call record, her preferred method of communication, her concerns, and where she falls in the sales pipeline.


16 sales process templates for B2B pipelines

Whether you’re building your first sales process or overhauling an existing one, these Nutshell-approved templates will give you a great head-start.

16 sales process templates for B2B pipelines

Integrate your current systems

Save valuable time throughout the day by integrating your CRM with many of the apps you’re already using. At a minimum, make sure you’re integrating contacts, calendar events, and email communication by connecting your CRM to Google Apps or Outlook. Easily integrate targeted marketing campaign apps like MailChimp or Hubspot and communication apps like RingCentral, Kixie, and Zendesk. (Check out more of Nutshell’s third-party integrations here.)

Related: Nutshell Maps: A better way to find your customers

Sell smart

Close more deals faster when your entire staff keeps up with the latest trends for each market demographic. Use your CRM’s analysis of reporting and performance tracking, in addition to sales forecast reports, to find out what works and what doesn’t.

Close deals on a high note

There’s a long term payoff for happy clients. A whopping 75% of an agent’s business comes from referrals and word-of-mouth, according to target marketing specialist Outbound Engine. By nurturing your buyers over time, you can turn your clients into advocates that generate valuable referrals.

Don’t think you have the time? Explore your CRM’s task automation options, such as scheduled prompts, to find more time to connect with clients. CRM’s 360-degree customer view makes it easier to gauge a client’s readiness along the sales pipeline. You’ll know when and how to engage, with less risk of hassling clients who aren’t ready.

Reach your target

A survey by found that “Gen Y comprises the largest share of home buyers at 32%, which is larger than all baby boomers combined.” These buyers are young, technically savvy, and looking for wise investments. Gen Y’s not your niche? The advice still stands: Earn loyal customers and referrals by joining their online haunts.

  • Focus online marketing campaigns on sites already garnering your target market’s attention. Gen Ys are avid users of real estate apps like Zillow and Trulia. Find out where your target market hangs out and use those online influencers to deliver your message. Integrate your CRM with social media sites like Twitter to access social profiles and meaningfully engage customers.
  • Feed the need for self-service, especially present in Gen Y buyers. Optimize your website for the user experience with multiple avenues for direct contact (email, phone, text, chat). Send information directly to your CRM about who’s visiting your website.
  • Make the most of location-based customer communication by tapping into beacon technology. Ping clients with relevant facts and information while on site.

Drop us a line

Have you successfully expanded your client base and grown your real estate empire through your CRM? What worked? What’s next for getting the most out of your CRM?


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