How Does Real Estate CRM Help With Customer Communication Management?

Real estate businesses don’t “need” CRM — it’s way too expensive and not necessity, right?

Wrong! Every real estate business, whether small or big, whose owner agrees with the statement above could be heading for failure.

Why? Because 2022 is a new era. Customer relationships are more important than ever. And if you think about it, real estate is a “people business”. How do you think mismanaging communications with customers will go?

You need a tool to manage customer relationships, and CRM — Customer Relationship Management software — helps you. It’s especially vital if you’re a small business that has yet to make an impact on a target audience.

No wonder CRM software should be included in a real estate website toolkit. In this blog, we will explain what CRM is and how it benefits real estate businesses with communication management.

What is Real Estate CRM Software?

As your real estate business grows, so does your customer database. It’s vital to manage it all the time, to stay on top of customer interactions and other operations. Moreover, your sphere of influence will change over time. But no matter what, you’ll always be on the lookout for fresh and hot leads.

Upkeep of this system requires extensive manual entry of data. A CRM can help you eliminate manual systems and replace them with an advanced and automated system.

Real estate CRM software is typical CRM, but it includes cutting-edge features and capabilities tailor-made to address the needs of real estate businesses. The system stores all data in the cloud, making it easy for users across any device to track it. It makes maintaining a pulse on industry trends while monitoring leads and campaigns easier.


Additionally, you can expect solutions for –

  • Communication errors
  • Inaccuracies in transactions
  • Manual intervention slips
  • Marketing delays
  • Flawed process management
  • Managing contacts
  • Easy upload of documents and contracts
  • Calendar management tools

If used, agile CRM software can help real estate agents save time, increase productivity, and personalize communications. The dynamism helps you succeed in your real estate endeavors.

Importance of Customer Communication Management Feature in a Real Estate CRM

1. Organized Database

Real estate agents have to deal with copious amounts of data. Target audience, leads in different stages, subscribers, customers, repeat customers, other agents, referrals — the list goes on. Managing all of it manually or with a general tool is impossible or becomes bulky for established realtor businesses.

A real estate CRM software stores and keeps your information organized with one-click access across devices. Data organized in a central place from the initial stages will keep you on track for growth. It makes lead engagement more effective.

2. Lead Generation and Management

A CRM tool can analyze user interactions with your website, newsletters, and even your ads based on their online activity. By discovering lead indicators on their actual interests before the discovery call, you can refine your approach and pitch when reaching out.

For instance, when you discover a group of users interested in your posts for commercial properties, you can send them an email with the recent listings in the desired area.

3. Personalized Customer Service

It’s vital to build trust with your customers before prompting them for a sale. Real estate CRM software gives you the right opportunity to do so from the first customer interaction.

When a lead approaches you through a given communication channel, focus on making a warm connection. Do not give a one-fits-all response to all the inquiries. Even if they want the same listing/service, there are bound to be differences. The CRM will help you with the details of each lead. Use it to draft a personalized response, which shows you care about the lead and are prioritizing them.

4. Manage Contracts and Transactions

Real estate agents are buried in paperwork. Storing and tracking each document, transaction, or contract can seem impossible.

CRM software allows agents to upload contracts to a central database. You can share access with the agents working on the same project and track transaction deadlines.

You can also allow easy access to a third party for a quick check and processing. Since every action is shared, checking the status of all initiated transactions and managing commissions is easier.

5. Build Your Referral Network

Your sphere of influence may include financiers like mortgage lenders, contractors, banks, home inspectors, real estate attorneys, or cleaning agencies. Some of your customers may ask you for references for such services.

You can record the contacts of relevant service providers in your network so that everyone on your team can access and refer to them through CRM software. When you provide the lead to your customer, the software can notify the service provider. Moreover, you can set up a follow-up to find out whether the deal came through.

It helps you build better relationships with other businesses and provide opportunities to get referrals.


A typical real estate day involves prospecting, marketing, tracking leads, handling complex paperwork, providing customer service, and so much more. Real estate CRM software can help you streamline all such tasks. Book a demo call with ZipperAgent to learn more.

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