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If you’re a real estate agent who uses a customer relationship management (CRM) system, you know the importance of staying organised and keeping track of your leads and contacts. But did you know you can also use your CRM to help build your brand?
Here, we will discuss how you can use your sales or property management CRM to create a strong brand and set yourself apart from the competition. These strategies work equally well whether you are using a CRM from the PropTech Group or someone else.
When it comes to branding, one of the most important things you can do is define your target audience. Who are you trying to reach with your brand? What are their needs and wants? Once you understand your target audience, you can start creating content that resonates with them.
For many real estate agents, your target audience will be residents of your suburbs who are likely vendors in the relevant price ranges.
Different messages will connect better with specific demographics. Let’s say the highest value opportunity for you is with vendors of houses rather than apartments. Zeroing in on these individuals will make it much easier to develop messages that connect emotionally. You can create a segment that includes owners who have been in their homes for at least seven years. Another segment might be owners of local investment properties. And you might have a segment for past buyers on their purchase anniversary.
Now that you consistently deliver targeted content, you can also use your CRM to track your brand’s reach. You can use analytics to see how many people engage with your content and which pieces resonate the most.
Your CRM can track the granular data that gives you an early indication of how your brand building is going. These metrics include rates for email opens, text message responses, and link clicking.
Here are some additional tips on how you can use your CRM to build your brand:
- Make sure your branding is consistent across all of your communications. A consistent brand extends from how you answer the phone to the emails and text messages you send.
- Use your CRM’s contact management features to keep track of all the different people with whom you interact. Integrate your social media marketing and website analytics to track all consumer touchpoints. It won’t be long before your CRM can analyse and score these interactions for you, so you can spend your time on those most likely to result in a transaction.
- Use your CRM’s marketing automation features to stay in touch with past clients and your sphere of influence. Send them timely emails and updates to keep your name top of mind when they’re ready to buy or sell again.
Consistency is vital. I know many agents have good intentions about sending out a regular newsletter or update but never get around to it. Set a realistic goal, such as once every two months, and stick with it. Block out time in your calendar to do this in advance so you can get it done reliably.
Real estate agents using a CRM will find that customer relationship management software is essential to brand building. Here, I have discussed a few ways you can use your CRM to build your brand. I hope it has been helpful.
Joe Hanna is the group chief executive and managing director of PropTech Group.
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