Actual property brokers have lots to maintain monitor of. Present purchasers, leads, listings, transactions, incoming messages, and phone lists are only a few of the issues an agent has to watch and handle throughout their day.
Thankfully, they don’t should handle any of this info on their very own. A stable buyer relationship administration (CRM) system places all of this very important information — and extra — in a single location, so brokers can entry it at a second’s discover and spend extra time specializing in closing offers and producing income.
There’s at the moment no scarcity of CRMs tailor-made to actual property brokers, together with Keller Williams’ KW Command. Greater than a CRM, KW’s built-in suite of instruments helps KW-affiliated brokers join with their purchasers, oversee their enterprise extra effectively, handle their database — and management their future.
“We need to be the first hub of an actual property agent’s enterprise in terms of expertise, and permit for the power to combine with the merchandise brokers know and love,” Keller Williams Senior LABS Supervisor Donnie Brookman says. “The wonderful thing about Command is it’s a centralized level and shared ecosystem between brokers and their market heart. It creates essentially the most seamless transaction expertise.”
In the event you’re not utilizing a CRM to handle your actual property enterprise, there’s no higher time to begin. Maintain studying to study extra about how one can profit from an actual property CRM, how Command can remodel what you are promoting, and the way it compares to different CRMs within the business.
Advantages of Utilizing a CRM in Actual Property
If time is an actual property agent’s most beneficial asset, it’s arduous to think about a extra crucial software than a superb CRM. It might probably make each facet of the job simpler. For instance, CRMs can automate lead follow-up, ship advertising and marketing emails, and monitor property leads.
With a superb CRM, database contacts may be organized and up to date mechanically, and leads and listings may be streamlined. Plus, most high quality CRMs work in tandem with advertising and marketing instruments and social media platforms. Each minute a CRM saves via database, advertising and marketing, and communication automations is a minute an actual property agent can use to deal with rising their enterprise and earnings.
“We like to consider expertise as not changing somebody’s capability to attach on a human degree, however fairly serving to them scale their superpowers as a human-based, relationship-building enterprise,” Donnie says.
KW Command®, which was designed and constructed by KW particularly for Keller Williams® brokers, delivers these advantages (after which some). For instance, the contact administration function permits brokers to not solely add, set up, and handle their leads and contacts, but additionally filter them and apply tags for simple searches. KW® brokers may use Command to create and handle their e-mail, social media, and unsolicited mail campaigns, in addition to design personalised advertising and marketing supplies.
SmartPlans is a key software inside Command, permitting brokers to automate follow-up communications with their purchasers. For instance, KW created a Quarterly Name SmartPlan you may leverage to offer your self computerized 90-day prompts to name a shopper.* Otherwise you would possibly put one other shopper on a month-to-month neighborhood nurture SmartPlan to offer them with hyper-local details about the neighborhoods they’re fascinated about. As a result of each shopper is completely different, SmartPlans helps you to decide the suitable mode of communication and the cadence that finest serves your purchasers’ particular person wants and complies with federal and state advertising and marketing legal guidelines.
“SmartPlans is all about systemizing that communication,” Donnie says.
Being an actual property agent is about a lot greater than itemizing and promoting houses. The career has turned impartial brokers into full-fledged enterprise homeowners, and actual property CRMs like Command assist make that position simpler. With the Reviews function in Command, brokers can assess the energy of their database, analyze efficiency metrics, and monitor targets. And with the Referral community applet, KW-affiliated brokers may view referral patterns and decide avenues for growth via their community.
Evaluating Actual Property CRMs
Whether or not you’re satisfied Command® is the right actual property CRM for what you are promoting otherwise you need to store round, there are a number of components to contemplate in your analysis. As an example, since CRMs are supposed to save time, ensure yours has a user-friendly interface and is straightforward to work with total. Within the occasion you do have problem, it helps to have a assist staff that’s at all times prepared to assist, like Command does.
KW gives assist in a variety of methods, so each agent can really feel assured utilizing Command, Donnie says. The CRM is constructed to be as intuitive as potential, because of ongoing suggestions the LABS staff receives from brokers throughout their growth and updating processes. KW gives methods to deal with the most typical Command-related actions and to indicate how the platform may be leveraged, whereas shared coaching sources assist guarantee Command training is constant throughout the KW ecosystem.
“KW is among the finest actual property coaching firms on the earth,” Donnie says. Whether or not you’re a model new agent or a longtime agent switching over to Command, you’ll discover the assist you want. “Each market heart is inspired to have a market heart tech coach onsite who can facilitate group coaching, one-on-one coaching appointments, and consulting to assist folks study to leverage the product,” he notes.
The highest actual property CRMs don’t have any scarcity of options to assist brokers handle and develop their companies, however there are just a few key options to bear in mind when evaluating a platform. These embrace a CRM’s lead era instruments, the power to observe up with leads and purchasers, shopper database group — and the way effectively it will probably automate associated duties. If a CRM is subpar at these core duties, it’s most likely not price your time to pursue it additional.
CRMs that do carry out core duties swimmingly, nonetheless, can probably deal with no matter else you want them to do. You’ll subsequent need to have a look at how a CRM integrates with e-mail methods, completely different advertising and marketing instruments, and third-party functions. And since actual property brokers are sometimes on the go, a CRM must work effectively not simply on a desktop pc, however on a laptop computer, pill, and naturally, a smartphone.
“I’ve examined each different CRM’s cellular expertise and, for my part, Command Cell knocks everybody else out of the water, fingers down,” Donnie says. “The cellular Command expertise is a seamless approach to assist an agent whereas they’re engaged on the go, which, for many brokers, is greater than 80 % of the time.”
Value additionally must be thought-about when evaluating CRMs. CRM prices differ, however Command entry is included in a KW® agent’s expertise payment. And starting in Q3 2025, Command will provide Canva integration to help with advertising and marketing materials design. In the meantime, different actual property CRMs might value you as much as $1,000 per thirty days (or extra) while you add in setup prices, promoting, add-ons, and a minimal time period. You possibly can find yourself paying as much as $200 for only one lead with some providers, versus solely a mean of $3 a lead with Command.
Why KW® Brokers Ought to Use KW Command®
By now, it ought to be clear why each actual property agent ought to use a CRM to run their enterprise. The methods are designed to save lots of you time by automating duties that when needed to be achieved manually. Actual property CRMs are additionally essential in terms of income era, as automations can be utilized to observe up with extra leads in a shorter period of time than ever earlier than — a serious benefit in an period of “pace to steer.”
Finally, the query isn’t about whether or not or not an actual property agent ought to use a CRM, however fairly which one. For KW-affiliated brokers, Command is your best option, provided that the proprietary system is particularly designed for these working inside the KW ecosystem. Command seamlessly integrates with different KW instruments, together with Referral Community, the KW cellular app, and the Keller Williams Itemizing System (KWLS).
With Command, Keller Williams® brokers additionally require fewer third-party instruments. Command takes functionalities like transaction standing monitoring, advertising and marketing, contact administration, and reporting, and consolidates them in a single, all-in-one platform. KW Command integrates with quite a few third-party functions so brokers can customise and run their enterprise within the method that works finest for them. The financial savings lengthen to incorporate e-mail campaigns and advertising and marketing designs, all at no further value.
KW Command® in Motion
It’s one factor to listen to about how useful Command may be, and one other to see it truly work for an actual property agent. The Stacey Sauls Group at Keller Williams® Realty Ballantyne Space in Charlotte, North Carolina, provides only one instance of how Command helped vastly enhance their operations.
Earlier than Command, CEO Stacey Sauls used a Popsicle stick system to trace her database. She’d write a lead’s identify and phone info on a stick and place cups on her desk labeled with classes reminiscent of “consumers,” “sellers beneath contract,” and “closed.” As a lead moved via the method, she’d transfer the follow the corresponding cup.
When the staff lastly went digital, it wasn’t with Command, however with Fb. They made heavy use of the platform’s group chat function, and mornings began with sorting via a whole bunch of messages. Some had been essential and pertained to steer follow-up and pipelines, whereas others had been completely unrelated to actual property, says the staff’s group director of operations, Bobbi Huston.
“It was full chaos, however you needed to learn all of them since you didn’t know [which were important],” Bobbi says. “There was no segmenting, pipelines, or checklists.”
Huston proposed utilizing Command, for the reason that platform was established inside Keller Williams and designed particularly for KW® brokers. Stacey gave Bobbi the go-ahead, and issues modified for the higher. Nearly 90% of the group’s enterprise comes from its database, which Command has made simpler to handle. Every day, the staff discusses what they need to talk, which section of their database they need to attain, and the way they need to get in contact — whether or not via e-mail, SmartPlans, or follow-up contact duties.
“[Command] is unquestionably the explanation we earn a living,” Bobbi says. “The fortune is within the follow-up, and there’s not an opportunity that any potential prospect or lead we’ve got in our database might fall via the cracks due to the best way we’ve set it up and every thing that’s obtainable to us via Command. We’ve been in a position to remove lead waste, and that’s helped us broaden, scale, and duplicate in methods we wouldn’t have been in a position to.”
In the event you’re with Keller Williams, Command is a strong, low-cost choice for managing your actual property enterprise. Group, time financial savings, automated communication and follow-up, and price financial savings are only a few of the advantages you’ll get pleasure from by making Command core to what you are promoting.
See how KW Command can empower you and your staff.
*WARNING! You could adjust to the TCPA and some other federal, state, or native legal guidelines, together with for B2B calls and texts. By no means name or textual content a quantity on any Do Not Name checklist, and don’t use an autodialer or synthetic voice, or prerecorded messages with out correct consent. Contact your lawyer to make sure your compliance.
