What’s a CRM in Real Estate and What Business Needs It Should Cover?

TL;DR

• According to statistics, for every dollar you invest in a CRM, you get back $8.71.
• Our case study: we built a CRM that reduced the time to process an application from 45 minutes to 15 minutes and raised customer satisfaction from 75% to 92%.

What Does a CRM Do for Real Estate?

• Database: Stores information in one place
• Sales pipelines: Can increase sales by up to 29%
• Lead management: Automatically assigns each lead to the right agent
• Marketing automation: Sets up automated campaigns
• Analytics: Generates detailed reports
• Collaboration tools: Allow teams to share notes, assign tasks, and track progress

3 Types of CRM Setups:

• Cloud: Great for real estate teams that work remotely or across different markets
• Desktop: Offers full control since everything is stored on your servers
• Cross-platform: Gives flexibility to use both desktop and mobile apps

How to Choose a CRM:

• Identify business needs: Decide which core features matter most for your business
• Use a CRM that fits you: Deploy one that’s designed for your work environment
• Include specific features: Focus on what will have the biggest impact on your company
• Don’t forget about security: Consider GDPR (Europe), CCPA (US), and PIPEDA (Canada)

How We Transformed Data and Client Management with Our Custom CRM Solution

Today, many see the property market as an investment opportunity, entering the field with business in mind. And businesses don’t have time for poor service, which means agent workloads are rising intensely. Our client, an LA-based real estate company known for exceptional service, could no longer live up to its name due to outdated software.

Their existing systems couldn’t keep up with the growing data volume or nurture client relationships as well as they once did. So they came to us, looking for a more powerful solution to support their processes and help them scale “with comfort”.

Business Challenges

We knew that an outdated CRM wasn’t a unique challenge; we’ve seen it many times before. But no two projects are ever the same. So, to get to the heart of our client’s issues, our team began with a discovery phase. Here’s what we found:

• The existing CRM wasn’t intuitive in navigation, making it slow to access information.
• Without automation, manual input caused errors and created inconsistent data.
• Lacking analysis tools, agents couldn’t forecast trends or do proper research.

Implemented Features

Since the business was large and had complex sales and marketing processes, we agreed to develop a custom system with more specific features and functionality than off-the-shelf solutions. Here’s a breakdown:

Contact Management: 

• A single database where all client information is stored.
• Contacts can be grouped based on demographics, purchase history, engagement levels, etc.
• Each contact profile has a complete communication history, so agents can see past interactions and engagement levels.
• The contact management system has advanced search and filtering options.
• Users can add notes, set reminders, and create tasks for each contact. 

Lead Management Tools: 

• Leads are registered automatically (from website, social media channels, and email).
• Users can send personalized messages to engage future clients.
• Each lead profile has detailed information, including interaction history.
• Leads can be segmented by source, interests, and funnel stages.

Email Service Integration: 

• Agents can send and receive emails directly within the CRM.
• All correspondence is logged, secured, and accessible within the system.
• The system allows targeted email outreach based on lead segmentation.

Analytical Tools: 

• Provide insights into client interactions, lead performance, and overall sales trends. 
• Employees can upload documents, generate reports, and dashboards that visualize key advertising metrics, such as conversion rates, lead sources, and customer behavior patterns.

Project Outcomes

After some training and practice, agents got used to the new system and responded very positively to the change. But what was even more positive was the results this solution delivered:

• Processing an application is now done in just 15 minutes (45 with the old software).
• Finding info on clients and properties went from a 30-minute task to a 5-minute task.
• Client satisfaction jumped from 75% to 92%, according to surveys.
• Now, the team is closing 30% more deals each quarter. 

Having similar issues and want them solved? Don’t wait, let’s talk about your project.

CRM Meaning in Real Estate

A lot of brokers still manage their data with Google Sheets, but that comes with some real downsides. For one, entering data manually leads to mistakes. Plus, Google Sheets just isn’t built for brokers; it doesn’t have tools for automating marketing or integrating with other key services. You can explore this topic further on Reddit, where real users share their experiences with this tool. 

So, what does CRM mean in real estate, and how can it help with these issues? CRM is a go-to system used across industries, which helps provide quality service, interact with clients, and automate some routine tasks. And for real estate agencies, it can do so much more. Let’s take a look at how CRM works in real life, using some of our cases.

“When you’re building client relationships, a good CRM system is your right hand. You can track all your new and existing contacts, provide digital payment options, manage calendars, and even make clients decide faster with subtle moves like follow-up emails or reminders – and that’s just the surface.”

— explained our COO, Nazar Kvartalnyi

Centralized data storage

One of our clients approached us with a problem: their team was wasting a lot of time looking for customer information as it was dispersed across different apps. We found a solution quickly: set up a custom CRM, integrating it with their other tools and systems. Soon after, all that information was stored on a centralized platform. No more hunting around, they could access what they needed instantly.

Sales pipelines

Another client of ours struggled to monitor their deals with no clear view of what was happening in the sales process. After we introduced a CRM, they could track every step of their sales pipeline in real time. That insight helped them see sales jump by over 20%, right in line with the stats that prove a CRM can boost sales by up to 29%.

Lead management tools

Hundreds of questions from the website, social media, and email, so many that it’s hard to keep track of everything manually, is another common concern clients bring to our attention. CRMs solve this issue instantly, as they can automatically assign each lead to the right agent and handle the surge of requests, even during busy times of the year.

Marketing automation tools

Sending emails manually is the worst way to use your agents’ time. If this is something you agree with, then the marketing tools within your CRM are the perfect solution. After integrating marketing automation into your CRM, you can set up and create targeted marketing campaigns, freeing up your staff to focus on bigger things. Plus, you could nurture leads with automated reminders.

Analytics and reporting

If you don’t use advanced (or any) analytics, be prepared for unpleasant surprises. Recently, we worked with a team that didn’t have data on their sales performance, which led to a gradual decline in sales that they didn’t notice in time.

We added an analytics module to their current CRM, allowing them to generate detailed reports with the click of a button. This helped them adjust their strategy based on real insights and up-to-date market trends, saving the business from potential troubles.

Tools for collaboration

While managing several deals at once, our client’s team kept running into communication problems. It was challenging to keep everyone in sync because they were all working in silos. 

After we set up a CRM with collaboration features, things changed: the team was able to assign tasks, share notes, and monitor progress in one location. It majorly improved teamwork and eliminated confusion.

Are you ready for software that makes your business grow? Let’s connect and find the perfect solution for you!

Key Goals of CRM Software in the Real Estate Industry

Every business bends over backwards to make its clients happy. But if your agents are juggling too many clients, keeping everyone satisfied becomes impossible. So, the question is: in a competitive market like real estate, how do you keep clients coming back and spreading the good word about your services?

Our answer is: you build a robust CRM system that supports you every step of the way. Let’s take a look at the key goals this software can help you achieve:

Well-organized business processes

Without CRM software, real estate agents use mostly spreadsheets or manual databases to track clients, which can lead to a chaotic mess of scattered information. With CRM, all property details, listings, and transaction records are stored neatly in one place. This makes it easy to access data with just one click, saving time and keeping engagements with potential customers simple and professional.

Risk monitoring

In real estate, you have to understand market trends and potential risks to stay successful. With CRM, realtors can analyze market data and get a clearer picture of potential challenges ahead. 

For example, tracking shifts in property demand helps agents predict future risks, such as market slowdowns or price fluctuations, and prepare accordingly. Salesforce reports that CRM systems improve the accuracy of sales forecasting by an average of 42%!

“Following market trends is the primary way to remain sustainable in real estate, especially with the extreme competition we see now. Agents and brokers can use CRM to stay updated with slowdowns, price drops, or even some geopolitical events that affect the market.”

— adds our senior Business Analyst

Data-driven decisions

Real estate is a data-heavy industry, and with the proper tools, making sense of this data can be easy and manageable. CRM converts unstructured information into clear, visual formats, allowing users to make smarter decisions. For instance, gathering sales data helps agents understand which types of properties are selling best, so agents can improve their marketing processes and sales tactics.

Lead generation tools

Generating new leads is a constant struggle in any industry, and real estate is no exception. CRM software can analyze how users interact with your website, how potential buyers navigate listings, and perform the most important task: capture leads.

With CRM, you can quickly reach out to the right leads with targeted marketing efforts, saving time and money on ineffective outreach. 80% of companies using marketing automation features have seen a drastic increase in leads! Plus, by capturing leads from sources like social media, CRM ensures you do not miss any opportunity. 

Workflow automation

Automating repetitive tasks, such as sending follow-up emails or scheduling appointments, frees up time for real estate agents. Realtors can set up automatic emails to touch base with clients after property viewings or set reminders for upcoming meetings. 

CRM automation not only improves relationships with clients but also keeps agents organized. As mentioned in the PWC report, half of business leaders intend to automate more of their routine tasks within their organizations.

“Automation is a huge trend right now, but many misunderstand its goal. AI and other technologies have to support people, not replace them. For example, with workflow automation, you can forget about data entry, scheduling, tracking leads, and other routine stuff. Your agents get more time for building relationships, closing deals, and looking for better property options.”

— Maksym Trostyanchuk, Inoxoft’s Head of Delivery

Increased revenue

Custom real estate CRMs generate detailed reports based on sales, properties, customer interactions, and other key data points. These reports help agents understand where their sales efforts are paying off and where they’re falling short. 

So, if a particular type of property isn’t selling as expected, agents can adjust their strategy to build a more efficient business model. According to Salesforce, businesses see an average 29% increase in sales revenue after adopting a CRM system.

Managed deals

The truth is simple: the faster you close the deal, the better. With CRM software, agents can easily set tasks, reminders, and deadlines, keeping track of each step in the transaction process, from initial contact to signing contracts. This means no more scrambling to find paperwork or follow up on loose ends—the system keeps everything organized!

Contact management

Keeping track of clients’ personal details, preferences, and past interactions may sound like a difficult task, but CRM systems allow agents to store all this information in one place so they can build long-lasting relationships. Moreover, CRM integrates with contact applications, providing a 360-degree view of each client. 74% of businesses say their customer relationships improved after adopting a CRM system.

“You can’t only be looking for the new clients; you also have to give the existing ones extra care, so they always know who to recommend when someone asks. A CRM can help you maintain and strengthen those relationships.

On the last project I worked on, we saw great results from using a CRM—the client closed 25% more sales in just six months. A big part of that came from referrals, which shows that when people trust you and feel valued, your business can grow faster than you’d expect.”

— Senior business analyst at Inoxoft

Emails and call logs

As you already know, CRM platforms store and log every email, phone call, and message, giving agents a full history of interactions. Using this CRM perk, realtors can prevent miscommunication, remember every detail, and offer a clear record for future reference.

Reporting and analytics

Customer relationship management software gives agents reports on everything from sales to marketing and overall business performance. These reports make it easier to see what’s going well and where things need some fine-tuning. Whether it’s tracking the results of an email campaign or keeping an eye on property sales trends, these insights help the team stay focused and drive business growth.

Third-party integration

In addition to all the great benefits of CRM in real estate, this software integrates with other tools and platforms agents already use, such as email marketing systems, sms tools, social media, and property listing platforms. For instance, you can try integrating with a marketing platform and allow agents to run targeted ads directly from the CRM or sync client data across platforms to avoid manual input.

Common Types of CRM Software for Real Estate

Not all CRMs are built the same. Some are broad and work for pretty much any business, while others are exclusively for real estate. You can choose either, but it’s good to know that general CRMs may take a bit of customization before they fit how you want, but they’re flexible enough to handle that.

Since a CRM is a long-term investment, it’s worth talking it through with someone who knows the ins and outs. For instance, your business may grow faster than expected, so you have to add scaling features to your “needs” list when choosing a solution. If you don’t know where to begin, we offer free consultations. It’s a chance to talk through the details.

Now, let’s explore the different types of CRM with expert insights from our COO, Nazar Kvartalnyi.

Cloud-based applications

This type of CRM for property management runs over the web. As long as you have an internet connection and permission to log into the system, you have access to the company’s data anytime, anywhere. 

“Cloud-based CRM works best for teams spread out across locations or working remotely. It gives you access to data on the go. Just double-check that it fits with the tools you’re already using, like artificial intelligence or social media platforms.”

Desktop software

This type of CRM runs locally on a laptop or desktop computer. Although less convenient for the real estate industry (because users can access applications only from a host computer), this setup is good for fields with strict data protection laws and regulations. 

“If data security is your top concern, a desktop CRM should be your choice. It stores all the data on your local servers, but you’ll need people to manage updates, fix bugs, and take care of the system. Also, it doesn’t have the flexibility of cloud solutions, which limits remote teams.”

Cross-platform solution

A cross-platform CRM is one of the handiest things you can set up for your team. Being able to access your system from both a laptop and a phone, wherever you are, is a kind of convenience that makes everyday tasks quicker and less of a hassle.

“I think a cross-platform setup is the best option for real estate. It saves time, gives you flexibility, and lets agents, who are always on the move, get their work done without coming back to the office or home. Just don’t forget to check that your system supports data syncing across all platforms.”

Get in touch to find out how our solutions can help you succeed!

What Business Needs Does It Cover?

Before finally choosing a solution, let’s discover how to use CRM for real estate and who makes up the audience that uses it. CRM systems provide value for various teams within an industry:

Our Tips for Choosing CRM Software for Real Estate

When choosing CRM software for property management, you need to consider more than just its type and affordability. We’ve worked on many CRM projects and have seen what can derail even the most well-designed solutions. To compile expert advice and tips, we’ve consulted with our engineers, drawing from their firsthand experience and practical skills. Here are some key considerations you should keep in mind:

Identify business needs

Before choosing a CRM platform, it’s important to clearly define your goals. For example, if you have issues with certain operational processes or non-functional software, you’ll need one type of solution. Conversely,  if you’re struggling with customer service, you’ll need to prioritize a completely different set of features and functionalities. 

Here are some key points our experts recommend discussing with your vendor to get the most out of your solution:

“First, you need to decide which core features are absolutely necessary for your business. For example, do you need a system that manages client contacts or one that focuses on deal tracking? You might need both, but you should prioritize which one will drive the most value for you. Next, consider scalability. Think about how your business will grow and change over time. Will the CRM be able to scale with you as your client base expands and your databases grow larger? 

A simple truth is that a CRM system should make processes easier, not complicate them. Make sure that the one you choose is user-friendly for you and your team, with intuitive navigation, great design, and automation where possible. Last but not least are integration capabilities. Does the CRM you want work well with the tools you already use? This is a very important factor if you want to prevent your data from slipping through the cracks.”

There are situations where none of the ready-made CRM solutions fit your needs, and in such cases, it makes sense to consider a custom solution. If this applies to you, start small.

We can develop an MVP and prototypes so you can gradually add the necessary features over time. Contact us for more information.

Work with a CRM that suits your workflow

Once you’ve determined your needs, you may deploy a CRM that is customized to your working environment. It has to make your work easier by centralizing all the information in one place, automating tasks, sending reminders, etc. 

Key real estate CRM features to look for, according to our specialists:

“Your CRM should let you customize fields to track what matters—whether it’s clients, deals, or properties. It also needs to have custom workflows so you can automate tasks, reminders, and follow-ups that fit how your team works.

Another thing is centralized information, pulling data from all your sources and keeping it in one place for easy access. And, of course, the intuitive design, so your team can hit the ground running with minimal training.”

To get the best solution, you might want to team up with our experts, who can customize an existing CRM for you. We can tweak ready-made platforms by adding or changing fields, automating workflows, and integrating with the task management features you already use, saving you both time and money.

Include specific features

Once you’ve found a CRM that fits your needs, consider adding key features to make it even more effective. Focus on what will have the greatest impact on your company. Here’s some advice from our developers on which features to prioritize:

“Pick a CRM that gives you real-time insights with live updates and reports, so your team can make quick decisions when it matters. It should also have tools to make your real estate business grow and stay competitive in the market. Also, make sure it tracks individual and team performance to enhance the productivity of the whole team. And don’t forget about mobile access and collaboration features—your team should be able to share notes, tasks, and ideas easily, even when they’re on the move.”

Don’t forget about security

While security discussions often focus on cloud-based solutions, we must remember that the real estate industry collects a lot of user information, making it subject to data protection laws in various countries, such as GDPR in Europe, CCPA in the US, PIPEDA in Canada, and others you’re probably familiar with. To stay compliant, you have to protect your CRM from unauthorized access, and that’s how you can do it:

“Security should always be a top priority for your CRM, especially if you’re using a cloud-based solution. Start by enabling two-factor authentication to add an extra layer of protection. Make sure to assign user roles so that only the employees who truly need access to certain data can get to it.

Also, don’t forget about password policies – encourage your team to create strong, unique passwords that are hard to guess. And if you want to take your security a step further, think about encrypting sensitive data both while it’s being transferred and when it’s stored.”

Trust Your CRM Project to the Team of Real Estate Professionals

At Inoxoft, our team of 125+ developers, designers, and engineers creates tools that are perfect for real estate companies—custom-built solutions shaped around how you work. And, we’ve been doing it for over 10 years now. Here are some other solutions we can design for you:

• CRM Systems Development
• Property Management Software Development
• Real Estate IDX Technology Integration
• HOA Management Software Development
• MLS Software Development
• AI-Based Real Estate Platforms.

Along the way, we’ve worked with both growing teams and big industry names. That mix of projects has helped us keep a solid 5-star track record on Clutch and other platforms—not because we chase ratings, but because we stick around to get things right.

Let’s make you a market leader together! Contact us for more details.

Final words

No one wants to lose profits, but that’s exactly what happens when you manage a real estate company using only Google Sheets. It might work for a while, but it’s not built for serious growth. A proper CRM helps you bring in more revenue, find potential clients, keep the loyal ones, and build a sustainable business model that lasts. 

And if you’re just starting as a realtor, agent, or thinking of opening your own company, you’re going to need a system that keeps you on top of your leads, deals, and client relationships. That’s exactly what a CRM is for.

We’ve built custom systems for all kinds of real estate teams—small and large—and we’re not into one-size-fits-all solutions. After 10 years of trial and error, with 100+ happy clients and a solid 5/5 on Clutch, we know what works and what doesn’t.

Get in touch with us, and let’s build the best real estate CRM solution that will take your business to the next level.