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

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 across industries for providing top-notch service and smooth customer experiences. And for real estate agencies, it can do so much more.

“When you’re building a client base in real estate, a good CRM system is a real game changer. It helps you keep track of all your new and existing contacts, speeds up the buying process, and makes transactions much quicker. It even handles your calendar for you. Basically, you get a central place to store all your company data, track every client interaction, and share info with the team. And honestly, that’s just scratching the surface of what it can do.”

— explains our COO, Nazar Kvartalnyi

Let’s take a moment to explore some real-life examples from our clients. We’ll see how a CRM can offer valuable features and effectively address the challenges faced by real estate agencies.

Centralized database

One of our clients came to us with an issue — their team was wasting a lot of time searching for customer details, as everything was scattered across different platforms. It was frustrating and slowed down their communication a lot. 

Once we set up their CRM, all that information was stored in one place. No more hunting around — they could access what they needed instantly, making everything run much smoother.

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 showing CRM can boost sales by up to 29%.

Lead management tools

One quickly growing agency we worked with, was drowning in inquiries from their website, social media, and email – to the point it became impossible to keep track of everything manually. 

That’s when we stepped in with a CRM that automatically assigned each lead to the right agent. This way, nothing fell through the cracks, and they could handle the surge of requests like pros.

Marketing automation tools

Another major roadblock our clients face is the manual sending of marketing emails, which takes up way too much of their time. If it’s something that you struggle with too, then marketing automation tools integrated into your CRM are the perfect solution!

After integrating marketing automation into your CRM, you can set up automated campaigns that run like clockwork. This will free you up to focus on bigger things, and you will also notice a boost in engagement from more personalized, timely follow-ups.

Analytics and reporting

If you don’t use advanced analytics, it may come as a surprise that your business is not doing well, and that’s exactly what happened in one of our cases. The team we worked with didn’t have solid data on their sales performance or customer behavior, leaving them in a situation that required immediate action.

That’s when we introduced CRM analytics, which could generate detailed reports with the click of a button. This helped them adjust their strategy based on real insights and market trends, leading to better decisions and improved results.

Tools for collaboration

A client’s team kept running into communication issues while juggling multiple deals. Everyone was working in silos, and it was hard to stay on the same page. 

Once we implemented a CRM with collaboration tools, the team could share notes, assign tasks, and track progress all in one place. It made a huge difference — no more confusion, just smooth teamwork.

Hit a roadblock in your workflow? Let’s connect, and we’ll find the perfect solution together!

Key Goals of CRM Software in the Real Estate Industry

So many industries struggle to keep their customers happy, and if your agents are juggling too many clients, it can lead to delayed responses and customers losing interest in your services. So, the question is: in a competitive market like real estate, how can you encourage your clients to come back and spread the good word about your services?

That’s where a robust CRM comes in! And it can do so much more than just manage contacts — it equips your team with all the right tools for outstanding customer service. Here are the key goals a CRM can help you achieve:

Well-organized business processes

Without CRM software, real estate agents often rely on spreadsheets or manual databases to track clients, which can lead to a chaotic mess of scattered information. 

With CRM, all client details, property 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 leads and 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%!

“Keeping up with market trends is everything in real estate, especially when competition is exhausting. A solid CRM can help agents and brokers stay on top of shifts in property demand so that they won’t get caught off guard by things like slowdowns, price drops, or even geopolitical curveballs.”

— adds our senior Business Analyst

Data-driven decisions

Real estate is a data-heavy industry, and with 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 understand which types of properties are selling best, so agents can improve their marketing strategies and sales tactics.

Lead generation

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 provide insights into their interests.

With CRM, you can quickly reach out to the right leads with targeted marketing efforts, saving time and money on ineffective outreach. In fact, 80% of companies using marketing automation tools have seen a drastic increase in leads! Plus, by capturing leads from sources like social media, CRM ensures you miss no 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—it’s not about replacing humans but enhancing what they do best, like creativity, critical thinking, and emotional intelligence. For a large real estate company, workflow automation takes care of the tedious stuff like data entry, scheduling, and tracking leads, giving your agents more time to focus on relationship-building, closing deals, and tackling complex challenges.”

— 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.

“Keeping track of clients isn’t just about closing deals; it’s about building real connections and relationships that last. We’ve seen how much of a game-changer a good CRM can be for businesses trying to engage with their customers. When you take the time to understand what your clients need, it pays off quickly.

For example, in a recent CRM project we worked on, client numbers grew by 25% in just six months after implementation! A lot of that came from referrals, which shows that when people trust you and feel valued, your business can grow faster than you 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

A custom CRM system 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 push for growth.

Third-party integration

Additionally 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, 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

There are different types of CRMs. Usually, they are divided into general CRMs that work well for any business, and specialized – customized for real estate businesses. You can consider either approach, but keep in mind that general platforms often need some configuration to fit your business, yet they can be easily tailored to meet your needs. 

However, since implementing a CRM is a long-term investment, we recommend talking to experts before making a final decision. For instance, if your business suddenly scales, your current CRM might no longer suit your needs. To make the right choice, reach out to us for a free consultation to evaluate all the nuances.

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 is a great fit for teams that work remotely or across different markets since it lets you access company data from anywhere with an internet connection. Just make sure it plays well with the tools you’re already using, like marketing automation or social media management, to avoid any integration headaches.”

Desktop software

This type of CRM is considered to be a program that runs locally on a laptop or desktop computer. As for us, it is an inconvenient approach for the real estate industry because users can access applications only from a host computer.

“If data security is your top concern, a desktop CRM gives you full control since everything is stored on your own servers. But it comes with a trade-off—you’ll need a team to handle all the upgrades, patches, and maintenance. Also, it doesn’t offer the flexibility of cloud solutions, especially if your team needs to access data remotely.”

Cross-platform solution

In our opinion, this is the most useful solution you can offer your company. Imagine, that you and your agents can access the CRM system from their desktop and mobile devices simultaneously. This brings lots of advantages, for instance, time-saving as you can quickly perform your daily tasks from every location you need to.

“A cross-platform CRM gives your team the flexibility to use both desktop and mobile devices. For real estate, it’s a huge time-saver since agents can get their work done no matter where they are, but 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 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 is 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 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 really 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 tools 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 for business growth to help you stay competitive in the market.

Also, make sure it tracks individual and team performance to keep everyone productive. 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 really want to take your security a step further, think about encrypting sensitive data both while it’s being transferred and when it’s stored.”

Our Experience

Inoxoft brings over 10 years of expertise in the global software development industry, with a strong focus on real estate technology. Our seasoned team of 125+ experts crafts custom solutions tailored to the unique needs of real estate companies.

Our core offerings include:

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

Our experience also includes cooperation with major names across various industries, which has helped us maintain a perfect 5-star rating on Clutch and other review platforms. We hope you’ll become one of our esteemed clients and benefit greatly from our products.

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

A large commercial real estate company recently approached us as they were struggling to keep up with their growing number of clients and properties. Their current software just didn’t have the capabilities to manage data and handle client interactions. After taking a closer look at their case, we suggested creating a custom CRM with advanced features to meet their needs. While we can’t share all the details due to an NDA, let’s find out how this solution worked for our client.

Business Challenge

Many companies struggle with outdated CRM systems. That’s why, as we mentioned earlier, you have to consider the scalability capabilities of the CRM you choose and whether it can be enhanced with additional features. To get to the heart of our client’s issues, our team began with a discovery phase to understand the business’s concerns. Here’s what we found:

• The client’s outdated CRM made accessing information difficult and long. 
• Many routine tasks were done manually, leading to frequent employee mistakes.  
• The old CRM didn’t have any data analysis tools, making it difficult for the agents to forecast trends and make smart decisions.

With these insights in mind, we started developing a modern CRM solution that would include the essential features to tackle these issues head-on.

Implemented Features

Since the business was large and had complex processes, we suggested developing a custom system. We agreed on the following features:

Contact Management: 

• A single, organized database where all client information is stored.
• Contacts can be segmented based on various criteria such as demographics, purchase history, and engagement levels.
• Each contact profile includes a complete interaction history, so users can see past communications and engagement levels.
• The contact management system provides advanced search and filtering options.
• Users can add notes, set reminders, and create tasks related to each contact. 

Lead Management Tools: 

• Leads are registered automatically from various channels (website, social media, email) into a single database.
• Each lead profile is created with detailed information, including interaction history.
• Leads can be segmented by source, interests, and funnel stages.
• The system sends automated reminders to follow up with leads.
• Users can send personalized messages to engage leads.

Email Service Integration: 

• Users 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. 
• Users can generate reports and dashboards that visualize key metrics, such as conversion rates, lead sources, and customer behavior patterns.

Project Outcomes

• The time to process a single application was reduced from 45 minutes to 15 minutes.
• The time spent searching for information about clients and properties decreased from 30 minutes to 5 minutes.
• The customer satisfaction rate increased from 75% to 92% (as measured by surveys).
• The number of closed deals rose by 30%.

Are you dealing with a similar issue or want to address your business challenges using a CRM system? Let’s discuss your project.  

Final words

No one wants to lose profits, but that’s exactly what happens when agents rely on simple Google Sheets to track clients. This approach leads to ineffective processes and slow response times. That’s why a CRM system for real estate is a groundbreaking solution designed to enhance the client experience and streamline operations in the industry. 

If you’re thinking of becoming a realtor, real estate agent, or company owner, it’s essential to understand how to choose the right CRM for property management that will help you manage, attract, and retain clients.

Sometimes, businesses have complex processes that require a custom CRM solution. Our expertise in real estate software development makes us the perfect partner for designing CRM systems tailored to your unique business needs. In our case study, we highlighted that our work led to a 30% increase in closed deals. If you want to achieve similar results while also improving your overall processes, a CRM might be just what you need.

Whether it’s managing client relationships or streamlining operations, our team is here to help you create a CRM that simplifies and enhances your workflow.

Get in touch with us and let’s discuss how we can build a CRM solution that will take your business to the next level.