Under-utilized and Overlooked: Unlock the True Power of CRM for Real Estate Success
Crafting an effective marketing strategy starts with placing a strong focus on Customer Relationship Management (CRM) systems. These tools are essential for optimizing lead management and driving business growth, yet many organizations are not fully leveraging their potential. In this article, Robert Cowes, President & CEO of SmartTouch® Interactive, shares his expert insights on the value of CRM systems and highlights how they are often under‑utilized—revealing opportunities for companies to improve efficiency, engagement, and sales performance.
SmartTouch® CRM and Its Evolution
Imagine trying to fish without a fish finder—just as a fish finder helps anglers zero in on the best catch, an effective Customer Relationship Management (CRM) system empowers sales teams to identify, engage, and convert valuable leads. “SmartTouch® has been driving success for 14 years, starting with the launch of our Classic CRM,” shares Robert. “Yet even now, the real estate industry still hasn’t fully embraced the importance of requiring sales teams to diligently record and manage these critical lead interactions.”
Challenges in Lead Management
As technology evolves, it’s essential for real estate companies and agents to evolve with it. Robert emphasizes that staying competitive in today’s market means adapting your strategy—and that starts with fully utilizing a CRM system. “A key challenge we see is that 40‑50% of new home marketing teams are still not following up on leads, which is a missed opportunity,” Robert notes. He recommends establishing accountability measures to ensure that sales teams consistently document their interactions, allowing organizations to unlock the full potential of their CRM.
Robert further suggests that companies explore how AI tools can enhance the effectiveness of lead management by analyzing CRM data. “When used right, AI can provide actionable insights, helping teams engage customers more meaningfully,” he adds. Offering continuous training is also crucial to keep teams proficient, ensuring they leverage every CRM feature to drive growth and improve engagement.
The Role of AI in CRM
AI can be a powerful tool within a CRM system, but as Robert points out, “Data integrity is critical to improving sales efficiency and customer engagement.” He emphasizes that without accurate and consistent documentation of each interaction throughout the engagement process, the potential of AI to generate meaningful insights and efficiencies is significantly limited. “AI is only as good as the data it analyzes,” Robert explains. “Without a complete picture of what’s happening at every touchpoint, it becomes challenging to unlock its full potential.”
A well‑maintained CRM system ensures that no opportunity slips through the cracks, helping your team stay organized and proactive. When combined with AI‑driven insights, CRM platforms can enhance sales performance, streamline lead management, and position your business to remain competitive in a dynamic market. The key is not just using the technology but fully embracing it—with accurate data input and ongoing optimization—to drive meaningful results.