By organising their database and implementing the right strategy, agents can find new levels of success by leveraging their CRM.
As agents collect more data from buyers, sellers and past clients, having a CRM that helps them manage relationships has become increasingly important.
According to LockedOn co-founder and director Luke Newton, a strong CRM can help agents turn that data into a practical advantage, but only if they are willing to put in the work to get their database right.
“If you’re not doing that, it’s not going to work,” Newton said.
“We want to make sure we’re getting more out of your data and that it’s actually not more work for you.”
Newton said data was one of the most important assets an agent had and could play a significant role in creating future listing opportunities.
While agents may have previously relied heavily on referrals, he said building and maintaining a database would become increasingly important to staying connected with potential clients.
“If you’re in real estate and you don’t have data, you are going to find it very hard just to live every day waiting for someone to call you,” he said.
Newton said agents should not dismiss the value of staying in touch simply because it did not immediately result in a listing or enquiry.
A past buyer may not be ready to sell today, but maintaining that relationship could create an opportunity further down the track.
“You’re not seeing it yet, but you will.”
Don’t waste touchpoint opportunities
LockedOn co-founder and director Iain French said agents could use their CRM to create more consistent and quality-based touchpoints with clients.
He said that the focus needed to be on qualitative interaction rather than simply increasing contact.
“They don’t just want a phone call from somebody asking, ‘Are you ready to sell?’”
“If you give them high-quality information and inform them, then when they are ready to sell, they’ll reach out.”
He said CRMs can help agents remember details about each client, making the interaction personalised rather than generic.
“A very simple part of our system we've had from day one, even our first version, is anniversary automation. This is nothing new to the industry, but it is such a great repeat business tool over a long period of time,” Newton said.
“We know the date, we know the property, we know what they paid for it. I would nearly say that is the minimum if you are going to come into the industry and be serious.”
Beyond personal touchpoints, Newton said agents also use their knowledge and experience to create content that keeps them front of mind in their local market.
He said some of the country’s top-performing agents had made it a habit to create highly targeted content in their areas rather than generic national updates, ultimately helping them cut through the noise.
“That’s what’s going out, and that’s building rapport.”
“You need to be giving that sort of evidence, showing you’re a professional, and it needs to be good value information.”
As the market continues to shift and puts more pressure on agents to perform, French said opportunities for high-quality “touchpoints” with clients have become crucial to build a pipeline.
He said that while agents often knew who was likely to transact, CRM-supported touchpoints helped them stay connected with their database and spot when a client’s circumstances changed.
“Every agent knows who their hot sellers are and who's coming next. Where I think the issue is is that people don’t know when someone’s situation has changed,” he said.
“The only way you are going to find out about that is if you’re engaging with people on a regular basis.”
According to Newton, while only a small number of high-performing agents previously put in the effort to ensure their database was properly managed, the tools to do so have become more readily available.
“Now everyone has got these tools. Your job now is to put the data in and let the system run.”
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