10 things a CRM system for real estate should have

Blog / Knowledge Base

Magdalena Chwedoruk

Knowledge Base

November 8, 2016

A perfect system? It is rather unheard of in an industry which works with peculiar data and often requires tailor-made solutions. “Straight out of the box” solutions are rarely effective when it comes to implementing CRM systems in real estate companies. This is why before you start looking for the perfect software, you should know what tools it should offer.


1. A database
In the case of real estate companies, the word “data” can be understood in many ways. It comprises not just traditional contacts, but also a great deal of information on properties (divided into stages, units, floors etc.) and their status, as well as contracts and activities related to the given property. The CRM system should take all these into account while supporting lease and sale processes. At the same time, the effectiveness of the approach to a property database is greatly affected by other issues, such as security or taking account of the industry’s lingo.

2. Customised solutions
Each company has its own distinctive procedures and methods of communication and project implementation. A CRM system should support communication procedures and optimise the time spent implementing individual processes in the company. Customising a CRM system means adapting its tools and functionality to the way in which the agency or the developer usually works by defining project paths, generating presentation templates that are adequate for the company’s sales needs, using attributes to describe real estate and others.

3. Integration with other systems
One of the basic features of CRM software should be the ability to integrate it with software that supports the company in areas such as online sales, bookkeeping, data analytics or marketing efforts. However, integration is not just about adding individual functionalities. The solutions must guarantee full security and effectiveness, while the company should be confident that the integration with another system will not disrupt the functioning of the basic CRM system

4. Mobility
When it comes to websites, responsiveness is something we take for granted. However, it does not translate into system applications that often function only in a desktop environment. Due to how agents usually work, a CRM system for the real estate industry should make it possible to access data regardless of the used device. The one and only factor that determines whether an authorised employee can access the CRM system should be… Internet access!

“Implementing an effective CRM system increases sales by as much as 29%.”

5. Security
The security of information in a corporate CRM system is an essential component of the system. It is not just about protecting against malicious software or data leaks, but also allowing employees from various levels to access the information in the system. The safety of a system is also dependent on the log-in system and security solutions that protect the data from unauthorised access. Due to the great amount of information stored in a CRM system for real estate, its security is particularly critical. Therefore, before implementing new software, the manufacturer should guarantee that the system is reliable in this respect.

6. SaaS – software as a service
In the future, software as a service (SaaS) is going to be the prevailing solution. It is likely that more than half of CRM SaaS implementations will soon be based on the cloud or cloud-like solutions. Research shows that in terms of security, implementation time and implementation cost, SaaS solutions are more effective than CRM software that is simply installed. From a technical point of view, providing software as a service ensures higher quality of after-sales service and constant development of the application.

7. CRM as a sales tool
While comprehensive tools for collecting and analysing large amounts of data (“big data”) have been available in the market for quite some time, this year we will be seeing more small-scale tools allowing more precise analysis. By using large amounts of business data and tying them to the specificity of the real estate industry, such solutions can identify particular transaction opportunities, as well as specific factors that increase the overall effectiveness of operations in a real estate agency.

A CRM system supports marketing efforts and helps to acquire sales leads

  • organises data from different sources
  •  manages leads by monitoring information channels
  •  calculates the conversion rate

8. Supporting marketing effort
Thanks to the functionality of a CRM system, tasks such as accessing current data, creating business presentations and implementing marketing strategies based on the promotion of the actual offer are more effective and translate into new leads. A CRM system for the real estate industry facilitates the flow of information, improves marketing processes and helps to provide potential clients with up-to-date information on the offer of the agency or developer by arranging it in an interesting way.

9. Real estate lingo
The specificity of the real estate industry is reflected in the subtleties of its language, which seem obvious for those in the market, but not so much for an outsider. A distinguishing feature of a system that meets the needs of the industry is being adapted to the lingo used in the industry and providing relevant functionalities. This improves the utility of the CRM software and makes it easier to use.

“48% of users access the CRM software from their smartphones, while 45% use it on a tablet.”

10. Not just technical support
When implementing a CRM system, it is important to note who developed the software. The specificity of the industry often makes it necessary to work with the developers, who must know the market to be able to respond to its needs. Therefore, the system should be adapted to the needs of the company and the nature of the real estate industry while providing appropriate technical support. Additionally, this kind of cooperation involves professional training that teaches the employees how to use the system, as well as the possibility of expanding the tools available within the CRM software.