The importance of CRM in the Real Estate sector
Business, Technology, Internet and network concept. Young businessman working on a tablet of the future, he sees the inscription: CRM

In the real estate market, probably more than any other, the type of business relationship between customer and seller can be decisive. The real estate agent is a salesperson and as such must be able to offer his customer the best solutions to make the search as easy as possible. Having a CRM solution at one’s disposal that is able to segment customers and associate them with the right property is certainly the optimal management solution for sales and improving the customer relationship.

Not only does a CRM solution solve all communication problems, but it is also and above all a collaborative workspace that allows everyone to gain productivity by relying on many functionalities. CRM in real estate is a very high value-added tool for a real estate agent that serves to put the customer and not the property at the centre of its processes.

The main advantages of CRM software in real estate

The main advantages of CRM software in real estate are;

1. Centralisation and control of information

With a CRM solution you have the possibility of storing all information, clients, properties and calendar, in a single database accessible to the entire real estate structure, with various levels of access to individual information.

The entire document database is centralised and accessible online: administrative documents, sales contracts, inventories, listings, customer files, etc.

Each employee will have all the elements he or she needs to work, even on the move (smartphone, tablet, computer) and thus better manage customers.

2. Customised marketing

By analysing the data collected on prospects, it will be possible to carry out targeted marketing actions, such as geo-localised or segmented e-mail campaigns according to price range or type of property sought. Once the leads have been identified, they can be directed directly to the sales team so that they can concentrate their efforts on prospecting actions with a high probability of success, thus personalising the relationship and exchanges with the customer.

3. Reporting and tracking of individual actions

All contacts are grouped in one database and can be updated by all employees. In this way, everyone has contact information or is aware of the status with that client, that negotiation or that specific property etc. Every single property prospecting action is recorded in the CRM. The sales team knows at all times where it stands with the prospect and can thus effectively follow up with its customers.  The customer is the absolute value for every company. Retaining and growing it, both in quantity and quality, is a primary goal for every business. Through the use of CRM software, everything can be simplified, such as the ability to generate activity reports directly from one’s dashboard with the possibility of extrapolating a progress report or a list of activities, etc., and enter and receive customisable alerts.


In order to be able to offer a product that responds to the needs, expectations and requirements of customers, it is necessary to bring together all the data on their consumption habits, the purchases they have already made, their budget, their needs, their choice criteria and centres of interest.   Customer knowledge is fundamental to the sales management of any company, especially in the real estate sector. This knowledge is the backbone of commercial actions and makes it possible to significantly increase turnover, improve customer relations and satisfaction, and increase loyalty.