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CRM — aka customer relationship management — software: you’ve likely heard about it, researched it, and got a few opinions from your colleagues.
One swears by the newest shiny solution on the market, while another says the tech is great, but it’s missing “core features.” A third uses a general CRM that requires an external developer to customize—so it works great but only when you shell out a significant amount of money up-front.
The fact is that when it comes to finding the best CRM for real estate, the market’s thriving — and that’s great news for you because you’ll have your pick of the crop.
Less great news: you can’t go by word-of-mouth or recommendations because one person’s “This changed my real estate business!” vote of confidence is another’s “I want to like it…but I have no idea how to use it” experience.
What you need to sort through the conflicting advice is objective, battle-tested facts about CRMs that are purpose-built for real estate. So, in this article, we’ll walk you through all the aspects of the best CRM for real estate you should be considering when surveying — and eventually choosing — one that’s right for your needs, budget, and business.
What is a real estate CRM?
A real estate CRM includes the essential features of a customer relationship management solution, except that it’s adapted for the real estate industry. Standard CRM features include lead management, contact management, and sales automation.
When built for real estate needs, these general CRM features simplify, automate, and improve the user’s ability to perform essential tasks, such as digitally conducting pre-delivery inspections, providing homeowners with a dedicated portal for notifications and updates, and even automating the creation and tracking of deposit schedules.
For example: a general CRM’s lead management feature adapted for real estate developers would enable them to manage leads from initial inquiry to contract within one system. It would cover the full lifecycle of a lead’s journey, past purchase, and through warranties.
This type of intentional, context-specific CRM for real estate professionals is highly effective for two reasons:
Firstly, it means real estate professionals (whether agents, developers, builders, etc.) don’t need to spend thousands of dollars adapting a general CRM with custom-built workflows — real estate CRMs include these “out of the box” and need no or “low” code to run.
Secondly, purpose-built CRMs for real estate are robust and easy to expand as a real estate business grows. Alongside this adaptability, they’re also lightweight, with no additional “baggage” that would just add complexity or unnecessary features irrelevant to the needs of real estate operations.
Ultimately, real estate CRMs adapt the general goals of a CRM — to create a better customer experience and win more sales — to meet the needs of a real estate professional.
Stacking up: real estate CRMs vs general-purpose CRMs
Real estate developers may face some challenges when they are working. These include issues like:
Inefficient lead tracking: Without a system to organize and follow up with leads, developers miss out on potential opportunities and interested or “warm” buyers slip through the cracks.
Poor communication with clients: Managing relationships is vital, but communicating effectively with multiple clients becomes difficult without streamlined tools.
Obtaining warranties: Handling warranties can be another challenge for developers who must ensure that the property meets quality standards. This means working with contractors and suppliers to give buyers the correct warranty information. Tracking and managing these details becomes time-consuming and complicated as the volume of units or development projects scales up.
A CRM designed for real estate goes much beyond tracking leads and addresses issues that affect internal and external operations and relationship management.
To get a sense of the competitive advantage that a CRM for real estate offers professionals, let’s compare it to a general-purpose solution:
CRM Feature | General-purpose CRMs | Real Estate CRM |
Lead Management | Basic lead tracking, not property-focused | Tailored to track and nurture real estate leads with property-specific details |
Property Tracking | Usually lacks built-in property tracking | Enables tracking of multiple listings, properties, and related details |
Compliance Management | General compliance tools, not real estate-specific | Built-in tools for managing real estate compliance (contracts, zoning, permits) |
Client Communication | Generalized communication tools for various industries | Specialized for real estate buyer-seller communication, including appointment scheduling and property updates |
Integration with Industry Tools | Limited industry-specific integrations | Integrates with MLS and other real estate tools for market listings |
Document Management | General document storage, not real estate-specific | Stores property-related documents (contracts, disclosures, warranties) |
Reporting and Analytics | Basic analytics, not tailored to real estate | Focused on real estate metrics (property performance, client interest) |
The stark gap between standard CRM features in a more “one size fits all” CRM and one adapted explicitly for real estate developers is significant.
For example, using a general-purpose CRM may mean relying on a third-party tool like Zapier to provide essential real estate-specific functions. In contrast, real estate CRMs already know their users’ most pressing daily needs — so they’d incorporate ready-to-go APIs for MLS listings.
Benefits of using a CRM for real estate professionals.
Using a CRM can be a game changer for real estate developers. It helps manage tasks, leads, and client communications all in one place.
Take Salesforce, for example, a top-notch CRM that has led the Gartner Magic Quadrant for 17 years straight.
The longevity of its position proves one thing in this instance: Salesforce’s robust features allow businesses to maintain a competitive edge. They use their CRM to comprehensively connect the one goal of customer relationship management to every other aspect of their products and services.
And there are several benefits that an “all in one” CRM designed to anchor internal and external business priorities can provide — especially for real estate professionals.
Optimizes marketing efforts
Imagine launching targeted, automated campaigns that hit the right leads every time. A CRM makes capturing inquiries from your website and emails a breeze, automatically turning them into leads and nurturing them with personalized follow-ups. This ensures you never miss an opportunity to connect with potential clients.
Creates a more reliable sales cycle
CRMs help real estate developers manage leads efficiently. By using one platform for everything, developers can focus on other aspects of the business.
Instead of spending time on administrative tasks, they can concentrate on speeding up the sales process.
Real estate developers can send relevant listings or updates based on client preferences, ensuring the right message reaches the right audience. CRMs also help you segment leads into specific buyer profiles, making every campaign more effective.
Results in better customer care
The key to successful selling is developing better relationships with clients. When you understand your clients' needs and preferences, you can tailor your approach to meet their expectations and make them feel valued.
Like “general” CRM solutions, a real estate CRM is designed to track important client details that support lead gen and follow-up activities. However, real estate-focused CRMs go beyond the sales aspect and adapt this information to power other key forms of customer care.
For example, customer contact information and details captured by a real estate CRM could allow a developer’s team to update a buyer about construction progress using notification features.
To a buyer, this active communication feels like they’re constantly cared for and updated, building trust and loyalty in the developer. To a developer, using these details simplifies the communications process around several initiatives without needing additional software to stay in touch with them—and without a fragmented approach to customer care.
Streamlines everything into one platform
A CRM for real estate should streamline and help manage everything on just one platform.
Aoyuan, a leading real estate developer, revolutionized its customer care approach during the homeowner warranty phase by adopting Salesforce with RYZ’s guidance.
Aoyuan aimed to deliver a “wow” factor for homeowners, but previously used systems proved limited. They hindered data access, lacked customization, and had outdated interfaces. Salesforce & RYZ provided a unified platform that increased team efficiency, enabled faster issue resolution, and promoted data-driven decisions.
Here is what their Director of Customer Experience had to say about RYZ:
"Salesforce & RYZ were the perfect fit for our vision of a 'wow' customer experience during the warranty phase. The user-friendly interface won over everyone, from tech experts to our construction team. Now, our team resolves issues faster and collaborates more effectively, and homeowners are consistently impressed.”
Why does a CRM like Salesforce stand out as a leader? Let’s dive into some must-have features a CRM should have for real estate professionals.
Features of an effective real estate CRM software
Choosing the right CRM is crucial for real estate developers because these professionals need to manage so much more than lead generation and sales. Instead, they need solutions that consider the full scope of their internal operational needs and how these connect with external, customer-facing functions.
That’s a tall order for real estate CRMs—and when you’re choosing the right one for your team, it should be robust enough to streamline your operations, improve and simplify client communication, and help you build an internal culture of team collaboration. Since teams all operate on a single platform, they can easily keep a pulse on changes through the homebuying and sales lifecycle.
A CRM buyer survey conducted by RYZ showed the following features buyers look for when purchasing a CRM:
Lead Management
Automated lead management is one of the most valuable features of a real estate CRM. CRM software should be able to automatically capture, categorize, and monitor leads.
A CRM reduces human error by eliminating manual data entry, freeing up time for developers to tackle high-priority tasks.
A survey conducted by Capterra showed that 52% of companies saw an increase in lead volume when they started using Salesforce CRM. This streamlined approach helps you handle a larger volume of leads more effectively, ensuring no potential client falls through the cracks.
Automated Messages
A real estate CRM lets developers effortlessly set up automatic messages, send follow-up reminders, and connect with buyers.
Automated messages save time, boost engagement, and ensure no message gets missed.
A Salesforce study found that 70% of consumers prefer personalized brand communication. highlighting the importance of tailored interactions. CRMs make this possible by allowing automated, personalized messages, which leads to more conversions and happier customers.
Inventory Management
A CRM like Salesforce streamlines inventory management by providing real-time updates on unit status and integrating with websites, sales centers, and ERP systems.
Inventory management ensures all platforms show the correct inventory, reducing errors and improving communication.
RYZ’s Salesforce solution for real estate focuses on these integrations and insights, enhancing efficiency and equipping sales teams to manage inventory seamlessly across channels.
Continuous Improvement and Support
Using outdated tools slows you down. To stay ahead of the competition, upgrade your systems to a CRM that suits your needs.
Regular software updates keep the system running smoothly, while technical support can address any issues.
This consistent support allows developers to focus on their core business without worrying about technical setbacks.
Integration with Apps and Systems
Integration capabilities are essential in real estate CRMs. RYZ is a natively built solution that does not rely on third-party integrations.
Developers can streamline workflows and reduce manual tasks by integrating with tools like accounting software and marketing platforms.
RYZ is a natively built solution that does not rely on third-party integrations; however, Salesforce offers thousands of apps on the AppExchange to extend its functionality, enabling developers to enhance their CRM capabilities with minimal effort.
Predictive Analytics
Predictive analytics can be a game-changer for real estate developers, offering valuable data-driven insights for more informed decision-making.
Predictive analytics empowers developers to plan strategically and optimize their sales and customer satisfaction efforts.
CRMs with analytics tools can track and analyze trends such as leads by source/status, sales by demographic, sales velocity by unit type, and the average time to sell. They can also monitor deficiency aging by trade and average days to close deficiencies and upcoming occupancies.
Mobile-Friendly Interface
Mobile access is essential for real estate developers, mainly when inspections occur in buildings without Wi-Fi or when teams are out in the field.
A mobile-friendly CRM interface ensures uninterrupted access to essential information, even offline.
This real-time accessibility improves responsiveness and productivity and ensures that developers never miss an opportunity due to lack of access.
But what is the ideal CRM to use in your real estate business?
How the best CRM for real estate developers connects to every part of your business
Several CRMs are available on the market, but we’ve already seen the benefits of using a purpose-built CRM designed specifically for real estate developers.
RYZ Solutions is a CRM for real estate developers that aims to simplify the home-buying journey by offering features that cover every step, from the initial inquiry to post-sale communication.
Let’s take a closer look at how RYZ supports the most essential and pressing issues real estate developers face every day — both, internally and in customer-facing capacities.
Lead capture and qualification
RYZ allows real estate developers to collect, track, and qualify leads effectively.
RYZ captures lead data and syncs it with websites and marketing channels within Salesforce. Every interaction is documented, making it easy to prioritize qualified leads.
Sales Engagement & Unit Selection
Sales teams can engage leads based on their interests and buying readiness through automated follow-ups and tailored messaging.
The platform enables potential buyers to view available units and make real-time reservations. RYZ’s solution provides sales teams with up-to-date inventory data to confidently assist customers with unit selection and secure bookings.
Contract & Financial Readiness
RYZ streamlines the contract and financial readiness process by automating document management and tracking financial milestones.
Contracts can be generated automatically based on templates, ensuring accuracy and efficiency. RYZ enables real estate teams to track deposit payments, verify approvals, and monitor each transaction stage, reducing administrative tasks and accelerating agreement finalization.
The platform’s centralized dashboard provides a clear view of each client, helping teams stay informed.
Construction Progress Updates
The CRM helps real estate developers keep buyers informed on construction progress by offering automated updates on critical milestones.
The system allows developers to send notifications at each stage, from zoning and roof topping to PDI inspection, so buyers stay engaged and reassured throughout the process. Each update can be personalized, providing clients with images, estimated timelines, or alerts about occupancy changes.
PDI Scheduling & Execution
RYZ supports the PDI (Pre-Delivery Inspection) scheduling and execution by enabling developers to schedule inspections digitally.
The system automates appointment setting, ensuring inspections are conducted on time while logging findings directly into the platform. This reduces manual tracking and paperwork, allowing for faster follow-up and issue resolution.
Deficiency Tracking
It helps real estate developers effectively manage and resolve deficiencies by allowing them to assign tasks and track progress.
When a deficiency is identified during an inspection or post-delivery, the platform enables the team to log the issue, assign it to the appropriate personnel, and monitor its resolution in real-time.
Closing & Buyer Portal
RYZ streamlines the closing process by automating documentation and providing buyers with access to the portal where they can review documents, track the status of their closing, and receive real-time updates.
The system facilitates smooth transactions, allowing real estate teams to track and manage each step efficiently.
Warranty Management
RYZ’s functionality allows real estate teams to reduce administrative work like document tracking and escalations, simplifying and speeding up the resolution process.
Stacked together, these “small” efficiency savings translate to a “significant” positive impact on customers, who experience the results of that internal efficiency with more timely service and warranty claims handled with care.
Ongoing Support & Satisfaction
RYZ’s Salesforce solution provides ongoing support to customers and ensures their satisfaction. The system simplifies the most common but time-consuming aspects of improving customer support and satisfaction, including tracking customer questions, solving issues quickly, and gathering post-service feedback.
Case study: CentreCourt
CentreCourt, one of Canada’s prominent real estate developers, transformed its sales and customer care processes by adopting Salesforce with RYZ’s guidance. Previously relying on traditional methods, like pen and paper, CentreCourt found that managing client interactions, leads, and sales was time-consuming and left room for error.
CentreCourt’s VP of operations, Danny Chan, highlighted how a simple shift from manual deals to an automated solution that provided 360-degree visibility completely transformed their internal operations and customer-facing outcomes:
"Salesforce has been a game-changer for CentreCourt. We went from pen-and-paper deals to a unified CRM platform that gives us a complete picture of the customer journey. Now, our team spends less time on manual tasks and more time delivering exceptional customer service. Plus, the data insights from Salesforce are invaluable for making strategic decisions. I highly recommend RYZ's Salesforce solution for any real estate developer looking to streamline operations and improve customer care."
With Salesforce CRM, CentreCourt could finally take advantage of a digital approach to lead tracking — a much-needed shift in the industry if real estate lead management is going to keep pace with customers’ expectations around online- and mobile-first interactions.
This allowed for real-time access to client data and enhanced collaboration across teams. This shift improved productivity and significantly boosted lead conversion rates and client satisfaction.
FAQs
1. How can I get started with RYZ?
To get started, developers can visit the RYZ website to request a demo or book a free consultation. This hands-on experience allows users to explore the CRM’s features and see firsthand how it can support their unique project needs.
2. Can RYZ integrate with other tools and systems?
Yes, RYZ provides seamless integration with various apps and systems, allowing real estate developers to centralize their data and operations. This capability improves workflow efficiency by bringing all essential tools into one place, reducing the need to switch between platforms.
3. What support does RYZ provide to real estate agents?
RYZ provides ongoing support and updates to help real estate agents get the most out of the CRM’s features for handling the sales process from lead to purchase.
Make customer relationship management the way you set your real estate brand apart
In the real estate industry, using a CRM is not an option; it's a must-have. The best CRM for real estate comes packed with features that can help real estate developers enhance their operations and streamline processes.
RYZ by Salesforce takes it further, standing out from other CRMs by handling every aspect of the home-buying journey, from tracking leads to managing warranties, making your work easier.
Choosing RYZ means investing in a solution designed specifically for real estate developers. It helps you build stronger relationships and drive more revenue.
Ready to see the difference in your real estate development business? Contact RYZ today!
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