3 Keys to Successful CRM Adoption for Real Estate Agencies

by:
on May 14, 2019

You decided which CRM is perfect for your real estate agency after spending weeks or months researching CRMs, talking to vendors and getting demos.

It has all the capabilities your team needs to succeed and grow, but now you have to convince your team, some of whom have been using their own methods (to great success) for years.

Convincing your team to use this fancy new software is difficult, and failed CRM adoption not only costs you money but can lead to missed opportunities.

Georgia Spiropoulos, a real estate agent who operates in Austin, Texas, when asked about learning new software, “likes the idea of enhancing [her] business or making [her] life easier,” but also understands that “learning a new piece of software can be daunting and possibly frustrating if you aren’t willing.”

The first step to successful CRM adoption is making sure your team knows how the software will benefit them in a tangible way, so I’ve determined the three most important aspects to focus on when getting buy-in from your team.

Key Takeaways


  • Making your team aware of the tangible benefits a CRM will offer them such as the amount of time automation can save is crucial to getting buy-in
  • Including your team in the decision-making process will help them gain ownership over the software and lead to higher CRM adoption
  • Choosing a usable CRM makes it easier to learn and more pleasant to use.

To gain buy-in, help employees work smarter, not harder

Whether you have a team of two or two hundred, successful CRM adoption requires that every member of your team be on board.

Making sure your team understands the amount of time they could save with the automation CRMs provide is crucial to gaining buy-in.

Prospecting, lead generation and following up with clients are a few things you must do every day, and a CRM can certainly help with those tasks. But many CRMs are equipped with automation that can save you hours every week on menial data entry and scheduling.

Pulling in leads data automatically and populating important data fields saves you from manually entering them and eliminates the possibility of costly human error. Consider the following:

You might not think it takes you that long to do it yourself, but let’s say you input 17 contacts a day and each takes you 1 minute. That’s 17 minutes a day, 1 hour and 15 minutes a week, 5 and a half hours a month and 2 days and 18 hours. That’s almost 3 full days you’d get back a year.

time saved by crm

And let’s be real, you’re likely inputting way more than 17 contacts.

The time savings we’ve laid out above doesn’t even consider the various scheduling automation tools that CRMs come equipped with that will help you. And all this functionality is built into most modern CRMs.

Don’t select the CRM you adopt on your own

You’re not the only one having to use the software, so it doesn’t make sense for you to be the sole decider on which CRM to adopt.

Depending on the size of your team, have at least one other person become an expert in the software so they can become a CRM ambassador. You won’t be the sole person responsible for knowing every in and out of the new software.

Think about it: if you’re required to use a new piece of software, you’d have a lot more investment if you had some sort of control over the decision-making process.

If you have a large or even midsize real estate business, identifying a couple of key users who you can include in the process is even more critical. They will champion the software to the team because they’ve had a say in the process.

Because these key users know your processes in and out, they’ll know which features are most critical for the success of your team. You may think that you need to focus on lead management when really all you need is some sort of automation.

Additionally, they’ll also be able to get hands-on experience with the software and help shape training before you roll it out to the team. So instead of designing your training in a vacuum, you’ll be able to contextualize it around what your team members will be doing day to day.

By providing concrete, real-use cases during training, your agents can see the benefits the software provides directly and CRM adoption is more likely to happen from the get-go.

Your CRM needs to be easy-to-use and mobile-friendly

Let’s say you or your team isn’t the most tech savvy in the world. That’s fine. A usable CRM is intuitive and simple, and many are becoming more and more visually pleasing as well.

With the CRM software market being, according to Gartner, the largest in the world (full content available for Gartner clients), software companies are having to differentiate themselves from the pack more than ever before.

This shift means software is being designed so that even the most tech illiterate users are able to quickly and easily be able to use a CRM without much training.

When it comes to real estate, having the mobile version of your CRM be as functional as the desktop version is critical.

The mobile version of whatever CRM you choose shouldn’t be an afterthought by the software developer, so if it looks like you lose functionality when switching to mobile, don’t be afraid to walk away and keep searching.

Make sure to ask your vendor for a detailed demo that demonstrates ease-of-use in both their mobile and desktop app.

Spiropoulos agreed and reiterated the importance of user-friendly software which is approachable for every type of person.

Making sure your CRM is immediately usable and approachable by your least tech-savvy agent ensures the expensive piece of software you purchased will be used by your team.

Next steps

Training to use a new piece of software takes time, so providing your team with concrete numbers about the amount of time they will be asked to commit to learning it is important.

A CRM isn’t an instant fix for your problems and getting buy-in for CRM adoption takes time. Spiropoulos agrees that a CRM provides “a good return on investment. You just have to put the time into it.”

As always, our advisors are here to help with that selection process, so don’t hesitate to reach out and schedule a time to chat by calling (855) 998-8505.

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