Real estate management CRM: what it really has to do in your agency's day to day
When someone searches for "real estate management CRM" they are often not looking for a price table. They are looking to know whether a program will take off their plate the work they do by hand today: the scattered portfolio, the client who asked about a flat three weeks ago and nobody called back, the viewing that overlapped with another one, the listing that has to be uploaded to five portals one by one.
This article is about that: what a CRM has to solve in an agency, in the order it hurts. If what you are looking for is which CRMs exist on the market and which one fits you, start with our comparison of seven CRMs for real estate agencies.
1 · The portfolio: one record per property, and only one
The first symptom that the CRM is not doing its job is that the truth about a property lives in three places: a folder of photos, a spreadsheet with the price and the head of the agent who listed it.
What to demand of it:
- A complete record: features, photos, documentation, exclusivity status and price history. If the price dropped twice, you can see it.
- A single place where it is changed. If the price has to be updated in the CRM and also on the portal, the second one goes stale. Always.
- Who listed it and on what terms, because the commission comes from there and commission disputes are the expensive ones. If the problem is filling that portfolio, that is a separate matter.
2 · Demand matching: the work nobody has time to do
An agency with a portfolio and with buyer demands has, every week, matches that nobody looks at because they have to be looked at by hand. A decent real estate management CRM does this by itself: a new property comes in and it tells you which demands it fits, and a new demand comes in and it tells you what you have in the portfolio.
It is the function you notice most, because it turns work that was not being done into calls that are. And it is the one that degrades most if the record from point 1 is half-filled: without square metres, area and an updated price, the matching matches nothing.
3 · Viewings and calendar: no overlaps, and leave a trace
The viewing is the expensive moment of the process: it moves a person around the city.
- A genuinely shared calendar, with the properties and who has the keys.
- A trace after the viewing. What the buyer said, what put them off, whether they will come back. Without that note, the next conversation starts from zero.
- Notice to the owner. Owners often complain that nobody tells them anything. A CRM that does it by itself buys peace of mind.
4 · Publishing on portals: once, not five times
If publishing on each portal is a manual task, the consequence is not just losing time: it is that the listings diverge. The price you lowered is on two portals and not on the other three, and the buyer sees it.
What to ask of it: publish and unpublish from the record, and have a change in the record propagate. And if your CRM does not reach a portal, know it before signing up and not after.
5 · Follow-up: where the money is lost
This is a real hole in many agencies, and it is not a software problem: a lead that comes in on a Saturday through the website or WhatsApp and is answered on Monday is no longer a lead. The person has probably written to others.
A CRM records the lead. What is needed is for someone to answer, and the cost of not doing so is covered in why an assistant avoids losing leads. That is where the layer Proxera puts on top of the CRM comes in: an assistant that answers straight away, asks what needs asking —area, budget, whether they sell something before buying— and leaves the record done so that the agent calls already qualified.
That is Xera Chat, and its entry plan is the Web Plan, €49/month (VAT not included), with a set-up fee of €298. It can be connected to your CRM, if it has an API. It does not replace the CRM: it gives it what it lacks, which is someone on the other side at 22:40 on a Saturday.
6 · What a CRM will NOT fix for you
For honesty's sake:
- It will not tidy the data you already have in a mess. Migrating a dirty portfolio gives you a dirty portfolio with a new interface.
- It will not make the team write down what it does not write down. If viewing notes are not written today, they will not be written in the new program either.
- It does not decide your price. Neither the properties' nor yours.
How to choose without getting it wrong
- Write down your process from points 1 to 5 exactly as it is today, with its shortcuts.
- Ask for a demo and have them show it with your cases, not theirs.
- Ask the price in writing and with VAT, and how they charge: per user or per office. That is where two programs that look the same set themselves apart.
- Ask what happens to your data if you leave. Before joining, not after.
The comparison of CRMs, with what each one includes, is in CRMs for real estate agencies in Spain. If you want to see what XERA offers real estate agencies, see XERA for real estate agencies.
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