SkillSET Blog
Advice For Pros · January 16, 2023 · AUTHOR: Meg Canino

The Importance of Industry-Specific CRM


In today’s digital world, a customer relationship management (CRM) system is an essential tool for managing your contacts and leads. It is used by businesses of all sizes to streamline tasks like tracking deals and prospects, sending out newsletters or emails, and automating repetitive tasks that can be time-consuming.

Why is it important to have an industry-specific CRM?

When a CRM is tailored specifically to support your industry, it provides you with the tools needed to not only meet your needs but also provide a personalized level of customer service.

CRM is a must for any business, but when it comes to real estate CRMs, there are a few things you should keep in mind before getting started.

CRMs are not all the same. They can be tailored specifically for your industry and/or your business so that they provide the tools needed to not only meet your needs but also provide a personalized level of customer service.

Industry-Specific CRM for Real Estate

Real estate businesses have unique needs when it comes to using a CRM. They need to automate important tasks, such as sending out welcome emails and/or messages, customized newsletters, or notifications of new homes that fit a client’s criteria. The value is in being able to be more responsive to leads without having to do all the work manually.

A real estate business typically has a high volume of contacts and deals, and one of the major benefits is that CRM systems track each one individually.

  • The CRM system can track how many times you've contacted a client or prospect, when they responded to your last email, what they said in their response, where they're located geographically, whether or not they've received any mailers or other marketing materials from your company—and on and on.

  • This level of detail allows you to better understand each person's preferences and interests so that you can tailor future communications accordingly.

In addition, an industry-specific CRM will also know the language of your business—the multiple listing system (MLS) that allows you to view homes available in your specified area.

If you're a real estate agent in Los Angeles and want to see all the properties within walking distance of Beverly Hills High School, an industry-specific CRM will be able to pull up those listings automatically. Some systems even allow agents to set up alerts for price changes through their built-in property value estimator and other information as they become available on their MLS.

CRM systems also provide automation services like sending out welcome emails, customized newsletters, or notifications of new homes that fit your buyer’s criteria.

You can create an automated email to send out when a client signs up for your CRM database. The email could include information about what they’ve signed up for and how they can access the system (e.g., log-in details).

This type of email should be tailored specifically to each person who signs up so that it feels personal and welcoming rather than generic like an advertisement or spam message.

Benefits of a Real-Estate-Specific CRM

The value is in being able to be more responsive to leads without having to do all the work manually.

If you're looking for buyers who are ready to make a purchase now but may not have thought about moving yet (because their current property is still going through escrow), then it's important for your business's CRM system to include features like lead scoring or lead classification so that you can identify those potential customers ahead of time.

A real estate-specific CRM will save you time by automatically tracking all your tasks and interactions, allowing you to focus on closing deals than worrying about being on top of every step necessary in the process.

It can also help you find potential buyers who are looking for homes in the area, giving you access to the latest listings. A real estate CRM tracks tasks and interactions, making it easier for agents to be more responsive without having to do all the work manually.

Why use a Real-Estate CRM?

A real-estate specific CRM (Customer Relationship Management) offers several advantages compared to generic ones.

Tailored Features: A real-estate CRM is designed specifically for the needs of real estate professionals, providing features and functionalities that cater to the unique requirements of the industry. This includes tools for lead generation, property management, transaction tracking, and more.

Property Listings Integration: Real-estate CRMs often integrate with popular property listing platforms, allowing agents to automatically import and manage property data. This streamlines the process of updating listings, syncing information, and maintaining accuracy across various platforms.

Contact and Lead Management: Real-estate CRM systems typically have specialized contact and lead management capabilities. They enable agents to track and organize their contacts, store detailed information about clients, and easily categorize leads based on their interests and preferences.

Transaction Management: Real-estate transactions involve complex processes, such as document management, contract creation, and deadline tracking. A real-estate CRM streamlines these tasks, providing specific functionalities to manage transactions efficiently and keep all relevant parties informed.

Marketing and Communication Tools: Real-estate-specific CRMs often include marketing and communication features tailored to the industry. These may include email marketing templates, automated follow-up sequences, bulk messaging capabilities, and even integration with social media platforms for targeted advertising.

Analytics and Reporting: Real-estate CRMs provide specialized reporting and analytics tools that allow agents to track their performance, measure campaign effectiveness, and gain insights into their business. This data helps in making informed decisions and improving overall efficiency.


In summary, a real-estate specific CRM offers customized features, integration with property listings, enhanced contact and lead management, transaction management capabilities, industry-specific marketing tools, and comprehensive analytics. These benefits make it a valuable tool for real estate professionals, helping them streamline their operations, improve customer interactions, and ultimately drive business growth.


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