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How to enhance the productivity of real estate leads, using CRM

Real estate agents have to manage and prioritize a large amount of real estate leads, which are coming to company across several different services. A real estate lead is the name and contact information, in other words, if you have a single way to contact the person, then you have a lead.

Successful agents argue that there is no such thing as a dead lead. For example there are many cases when many years passed from lead registration to closing deal. Real estate CRM software helps you to manage lead follow-up, therefore, each contact will be saved and categorised.

For real estate business marketing program do not work immediately. You spend a dollar today in order to have more leads and get commissions months and years later. In the short term perspective, your success depends on quantity of leads and quality of follow-ups. If you get that part right, the money will come to you.

Classify real estate leads by relationships

Сategorize you leads in the CRM system using relational terms, for example referrals, cold lead, prospect, client, past client, seller lead, buyer lead etc. Don`t categorize these leads, based on letters or numbers. This will help you to manage relationships quickly and more efficiently.

Organize your database around the relationships

Be sure that your system allows your agents to create multiple groups for leads and put leads into one or more of those groups. For example: your client database may consist of people who referred you business, clients and past clients, business friends etc. These real estate leads qualify to be in more than one group.

Coordinate contextual relationships

Agents need more than just putting clients into one specific category they have to be able to manage them into multiple groups based on the contextual relationship. This will give agents the ability to market to them according to types of relationships, it`s also called as context marketing. You can communicate with your client group (for example who are looking for commercial real estate in the center of the city) directly from your CRM, and It allows to send out the marketing messages to a specific group with particular needs.

Start from a small step forward

Pay attention to the key relationships you have in your business. Start your classification work from creation just this group and try to put as many of your leads as possible into this one before adding additional groups or categories in your CRM. Be careful with the classification of leads: the more categories you add, the harder your database becomes to maintain. At the first, you can create a group for buyer leads and seller leads and past clients and referrals.

Expand your database wisely

When you have decided to market to your client differently it means you need to create a new category or group for your leads in the system. Expand the categories of leads if it makes sense from a marketing perspective. This allows you to expand your database in the well-organized manner. The potential of your client database depends on the relationships that you have with customer. If your client database isn’t organized by those relationships, you can’t possibly manage those relationships in order to make money that you want to make.


Remember, there is no such thing as a bad lead, just bad follow up. As it`s said: “The little things make a big difference”. Keep track of each leads, classify them, change their statuses, stay in contact with your clients, using CRM system which simplifies your day-to-day operations.

If you have any problems with your leads management and you use Dynamics CRM, don`t loose the opportunity to make more money, managing leads more efficiency. Contact us and we will improve your CRM functionality according to your business needs.

Dynamica Labs is one of the oldest Dynamics CRM Partners and one of a very few companies with ISO 9001 Quality Management System certification for Dynamics CRM project delivery services.

For over 15 years we have been focused on 3 key CRM project goals: delivering measurable business results, following a cost-effective approach, providing the highest quality standards. Over the course of these years, we've taken part in hundreds of projects from SMEs to blue-chip global companies.

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