A recent report from Gartner shows that the market for CRM grew by 14% in 2013. The demand for customer relationship management (CRM) software is likely to increase further as more firms recognize the potential ROI it affords them. CRM is a particularly powerful technology to help real estate professionals build loyalty with their customers.

The National Association of Realtors has even started recommending 16 different CRM applications to its members to help them leverage their marketing campaigns. However, many real estate agents don’t utilize the tool to its full potential, because they don’t understand how to target the most profitable opportunities.

If you are a Realtor, remodeler or other real estate professional, you will need to develop a strategy to execute it. One of the key elements of your strategy should be identifying specific leads. You can use your CRM to retain data on different customer demographics that may interested in a specific service. You can also keep notes on individual customers that expressed an interest in a service that you were offering at one time.

Using CRM to Spot Key Opportunities With Existing Customers

CRM technology is a great way to manage your relationships with your clients. Many business owners use the technology to keep track of their customers and remind themselves when to touch base with them. These are helpful features available with CRM, but the real power of CRM technology is that it can help you customize your messages for individual clients.

More businesses are starting to recognize the need to organize their leads and target customers more carefully. Steve Sweeney, the head of marketing for Moneysupermarket.com, said that the company has started using its CRM to target more specific demographics. Real estate professionals may want to adapt the same strategy.

Our CRM technology records a number of key variables specifically chosen for remodelers and Realtors. Our clients can keep track of the age and family status of their contacts. This allows them to identify clients that may need their services in the near future. Here are some of the examples of situations that our clients can use our CRM to identify leads more effectively.

Baby Boomers

A Realtor may want to keep track of clients that are nearing retirement age, because they may be interested in downsizing to a smaller home. A remodeler may also want to keep track of older clients, because they may need to redesign their home to accommodate mobility problems they may be suffering from.

Growing Families

Our clients can also use CRM technology to keep track of clients that were considering starting a family. They can stay in touch with those clients and see if they are moving closer to that goal. Real estate agents can help them upgrade to a larger house. Remodelers can help them renovate their existing home to accommodate new children.

Branch Out to New Customers

Real estate professionals can also keep track of older clients that may have adult children. Their children may be considering buying homes of their own, so keeping in touch with them can give them access to a new base of potential customers.

Keeping track of every contact that comes through the system on a daily basis is an extremely helpful tool. The last thing you want is a potential big customer slipping through the cracks because of a lost phone number or email address. CRM tools help to make sure our clients have all of their contact information in one place and be able to know in an instant which their best customers are, and who could be down the line.