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25 battle ready real estate CRM features (to win in the 2020s)

real estate crm features

A real estate CRM is a must have for all serious agents and agencies.

Real estate CRM software is designed for data collection and secure storage, to help you stay in touch with your customers and improve your agency’s bottom line.

In the real estate industry, there is a CRM tool for just about every scenario, whether you want it to help you make phone calls, send text messages, automate property listings, help you schedule appointments or just use it as a place to store contact data, each one comes with great features to help you close deals and manage your sales pipeline.

But what are the true features you need to take your business to the next level?

Below Are 25 Real Estate CRM Features You Need In Your Chosen Real Estate CRM Solution

1. Lead Management

The ability to effectively manage your leads is essential. Your CRM system should allow you to track each lead’s progress at the right time, identify hot and cold leads, and assign new leads to the appropriate sales agent or sales teams.

2. Customer Management

Being able to keep track of your customers’ contact information in a central place, past transactions, and notes is key. This information is hugely valuable because it can provide you with game changing insights into what content your customers find most useful. And when you have this information in front of you, it can help you create more of the same and better service your database and refine your sales process.

3. Pipeline Management

Real estate CRM software should allow you to easily see your entire pipeline at a glance. This way, you’ll be able to identify any potential bottlenecks and make the necessary changes.

You’ll be able to target specific people who are not converting down your funnels with campaigns designed to revive their interest in your services, whether they are potential buyers or sellers. Lead and transaction management is key!

4. Activity Management

The best real estate CRM software should keep track of all the activities related to each lead, customer, and transaction. What do they click on?

Which sources are your leads converting from (your social media marketing or your real estate websites) and what is it costing you to attract and convert a client?

5. Property And Contact Management

It’s important to be able to track all of your real estate leads, customers and transactions in one place. Your real estate CRM software should make it easy to keep track of all related properties, contacts and notes. This will hep you make your sales cycle more efficient, improve customer relationships and enhance your real estate transactions.

6. Automated Marketing

The best real estate CRM system comes with automation: from internal workflows to make your processes more streamlined, to automated marketing campaigns in the form of emails, SMS, calls, social media community management and more.

Your birthday and property anniversary automations, including any holiday campaigns, need to happen without any manual involvement from you and your team members. These are a great way to stay top of mind.

7. Customisable Reports

The property market is complex (whether it’s residential or commercial real estate), and your CRM reports should reflect that. With the ability to customise everything from the data included to the way it’s visualised, you’ll be able to track leads, customers and properties in real time – no need for guesswork or outdated spreadsheets.

Reports help real estate businesses plan their next step!

8. Ease Of Use

There’s no point in having powerful CRM tools if they are difficult to use. In fact, the opposite is true – the best CRM software should be easy to navigate so that you and your team can spend less time on admin tasks and more time closing deals.

The other argument is true too: the more complex the system, the more you can do with it.

Your CRM should make sense based on your business objectives.

The key to adoption though is to ensure your CRM provider offers customer support either through phone or live chat.

9. Lead Capture Forms

When someone visits your website, you want to be able to capture their information so you can follow up with them later. The best CRM software will have lead capture forms that are easy to set up and use.

These lead capture forms should be linked to your lead follow-up tools like automated workflows, and come complete with autoresponders, drip campaigns, agent assignment, pipeline management and follow up tasks for your agents.

10. Email Marketing

Email is still one of the most effective ways to reach out to your customers and prospects. A good CRM will make email tracking and marketing easy and provide you with the choice of beautiful and customisable email templates as well as plain text.

The key to CRM is communication!

11. Real-Time Communication

All CRM systems should offer real-time communication. This means that you and your team can see what is happening with a lead or customer at any time, and respond immediately to any incoming requests. No more waiting for the end of the day to find out what happened!

12. Social Media Integration

The property world is all about about being visible and involved in social media.

Social media networks like Facebook, Instagram and business networks like Google play a huge part in customer acquisition and attracting quality leads.

This means your CRM should connect natively to these networks so that you gain a better picture about your customer and what they care about.

Over and above this, conversations initiated on Messenger, Instagram DMs and Google Business Profile (formerly Google My Business) need to be automatically captured inside your CRM.

13. Multi-User Access

Your CRM is only as powerful as the team that uses it – whether you have a large team or run with small teams.

Make sure you have a CRM that allows for multiple users with different levels of access.

This means you can give your assistant access to limited data while keeping your agents’ data completely private.

A good CRM will help new agents and veterans feel secure that their customers’ data is not easily seen nor poached by other individual agents in the office.

14. Mobile Application Compatibility

In this day and age, property professionals need to be able to work from anywhere.

Make sure your CRM provides easy access to a mobile app that is compatible with your mobile device.

This will allow you to manage your business on the go without having to sacrifice any of the functionality you would have if you were sitting in front of your computer.

15. Integration With Other Tools

Your CRM should integrate with other tools you use in your business such as Google Sheets, Google Contacts, MailChimp, QuickBooks, Facebook Ads, Google Ads and more.

In fact, your CRM should be able to easily connect with a plethora of integration options like ZapierIntegromatPabbly and more.

This will save you time and hassle by allowing you to manage all of your business tasks from one central location. Additional features like this are a non-negotiable in the modern real estate landscape.

16. Customisable

Your CRM should be customisable to fit your specific business needs.

This means that you should be able to add or remove features, create custom fields and more.

The more customisable your CRM is, the better it will work for you, and lower the learning curve.

17. Document Management

Your OTPs, mandate documents, artwork and other important business assets should be able to be loaded to your CRM so you and your team can always have access to these documents when needed.

18. Prebuilt Lead Generation Funnels

A CRM without content is like a Ferrari without wheels: you know it could get you to where you want to go (and fast) but you don’t want to still build and fit the wheels.

The same is true for a customer relationship management system. If it’s feature rich but content and funnel poor, your opportunity to use it and benefit from it, will be delayed by the fact that you will still need to create your own lead generation funnels and write new content.

That’s why it’s a great option to choose a CRM with prebuilt funnels so you can hit the ground running and start seeing real results sooner, rather than later.

19. Drag And Drop Editing

One of the best features of a good CRM is the ability to quickly and easily drag and drop content and elements around to create workflows and funnels that reflect your business.

This feature should be available in your CRM’s email templates and pipeline management features.

20. Calendar Integration

You can’t sell your services to someone if you can’t meet them – or at the very least talk to them. Any top producer will tell you this!

A good CRM will make online appointment setting a breeze. It should offer your real estate agents their own online calendars, that are fully integrated with their Google or Outlook Calendars.

21. Automatic Lead Routing

One of the most important functions of a real estate CRM is lead routing.

The best CRMs will have automatic lead routing rules that take into account all the relevant factors – such as client type, geographical area, and budget. This will help to ensure that no leads are ever missed or lost.

22. Custom Contact Lists

Your CRM should allow you to create custom contact lists for different purposes.

For example, you could have a list of all your past clients, a list of potential leads, a list of real estate professionals that you’ve partnered with, or a list of clients whose birthdays are this month.

23. Task Management

A good CRM will include a task management system to help you keep track of everything that needs to be done.

You should be able to create tasks for yourself, or assign them to other people in your team.

The task management system should also allow you to track the status of each task, and set deadlines.

24. Phone Integration

Your CRM should also be able to integrate with your phone and include automatic call routing, recording and lead identification.

This will help you to manage your leads more effectively and make more sales.

25. Funnel Builder

Your CRM should be so well built that it includes a quality landing page builder. You will need this to create lead generation campaigns for attracting sellers, promoting specific properties and hosting your teams’ various calendars.

If you’re looking for a comprehensive and powerful CRM, be sure to check out our offerings. With more than the above 25 features that will make your business life easier, we’re confident that we can provide you with the tools (at the right price point) you need to succeed in today’s competitive market.

We work with real estate agencies of all sizes and are open to offering a free trial to select clients.

Contact us today to learn more about how our real estate CRM platform can help streamline your workflow and improve your bottom line.

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