2021 The Year of Relationships (Part 2)

A few weeks ago, I declared 2021 the year of relationships. In a service business like real estate sales, relationships are the core of your business. And unless your business is a hobby and you are working with 20 people or less, it’s virtually impossible to keep track of it all. Thus, your real estate CRM is a critical part of the business. In fact, I’d submit when properly executed, your CRM is one of your most valuable business assets. 

Consider this, instead of using your real estate CRM to send the typical email blasts, figure out how to leverage and connect with your database in a meaningful and targeted way. In this noisy world, you must find a way to break through the noise and establish a relationship. 

Consider this three-part approach: 

Start With Constantly Providing Value

Your real estate CRM must enable you to communicate value-added real estate marketing content easily and automatically. The CRM is your tool prompting you on precisely who to contact and when. 

Your CRM should easily allow you to segment your database into specific audiences, for example, your out-of-state agent network for inbound referrals, your investors looking for opportunities, your traditional buyers and sellers, and your business partners. 

One source of consistent value-added content is from our friends over at Keeping Current Matters; check them out. 

Then Get Clear On Who to Call And How Often?  

Does your real estate CRM help you know who to call and when? If not, create a system and follow it. Once you have a system of who to call, write, or visit, you can spend more time each day focusing on connecting with people and building relationships.  

The best way to build and maintain relationships is by getting in touch consistently. Consider augmenting the monthly mass email – HomeActions is one I recommend – along with more personal interaction. Sure, that takes a little more effort and thought, yet the ROI is well worth the effort. 

Finally, The Details Matter 

People like to talk about themselves, and you can learn more than you think about just one conversation. Remembering a client’s details shows that you listened, and they will feel valued as a result.

When you’re building a relationship, the little things matter. Each time you update your database, add new items you discover, like birthdays, personal interests, and personality style. For personality style, we like to use the BANK code. The next time you need to reach out to them, you can reference your notes to see if they have a birthday coming up.

There you have it three ways to leverage your CRM to build deeper relationships: start with always providing value; get clear on who to call and how often, and always get and document the details.

If you would like to discuss your CRM and how the JPAR Inside Real Estate solution can help build your business, reach out to us at www.jparready.com 

What’s your best next step? 


About the Author
Mark is the host of "Success Superstars," a weekly show that highlights the blueprint of success, the co-founder of CoRecruit, and the Chief Executive Officer of JP & Associates REALTORS®, a rapidly growing full-service transaction-based real estate brokerage. He has invested nearly 25 years in understanding the inner workings of high performing real estate agents, teams, managers, and leaders in major markets across the world. Mark has served as a business coach in progressive leadership capacities for the 5th largest US-based real estate brokerage firm, in sales and customer marketing leadership capacities for a major consumer goods company, and served a stint in the US Army. He was later recalled to active duty during the desert storm campaign. Mark is a father of 3, a lifelong learner, Spartan, and adventure athlete. He earned his MBA from California State University and a Behavioral Change Certification from the National Association of Sports Medicine.