1. Integrations: It should work with the tools you already use
At the very least, your CRM should work with the tools you currently use. Replacing all the different software you use with one Swiss Army Knife platform may sound appealing, but it can also cause more problems than it solves. For example, many CRMs include IDX websites. What happens if you want to replace your website but still use your CRM? That’s why we recommend starting slowly and finding a CRM that works with your existing tools.
2. Scalability: It should grow as your business grows
If you’re a new agent or even an experienced buyer’s agent looking to become a listing agent, your CRM needs to be able to scale as your business grows. Here’s why: While switching CRMs is easier than in the past, you’ll still have to learn an entirely new platform. That means you spend more time learning software and less time closing deals. If you have the opportunity to stop spreading yourself, why not take it?
3. Features: A CRM must solve the problems of today (and tomorrow).
Your CRM should also have the features you need to keep your business running more smoothly, not just today, but in the future. While you can (and should) consider affordable platforms that allow you to connect to other tools through integrations, your new CRM should at least have enough features to solve your current problems. Here are a few to consider:
- Lead management features: Simple and intuitive lead segmentation, custom workflows, click-to-call features, daily task reminders, daily hotsheets, basic transaction management
- Marketing Features: Direct mail marketing, social media marketing and IDX websites
- Prospecting features: Auto-dialers, PPC ad builders, automated home appraisals, custom lead generation
- Characteristics of lead nurturing: Email and SMS drip campaigns, AI chatbots, automated market reports
- AI features: AI texting assistants, AI writing assistants
4. Stability: It should work 24/7 without bugs
This may sound obvious, but your CRM should work when you need it to. Slow interfaces with errors or glitches mean wasted time, slower lead speed, and perhaps even lost deals. No software is 100% bug-free, but the company that creates your CRM should at least have a dedicated and skilled team that will keep it running 24/7 and ensure that any issues are resolved quickly.
In general, the larger the software company, the fewer bugs and downtime their products have. Of course, no software works 100% of the time. Disruptions and glitches are inevitable. The goal is to reduce them to almost zero.
5. A large established user base: more users = more ideas to solve problems
Your CRM should have enough customers nationwide to make troubleshooting and finding new ways to use it easy. The more users your CRM has, the faster you’ll get answers to your questions and discover new ways to use it to close more deals.
6. An intuitive user experience (UX) that is customizable
Like any good software, your CRM should provide an intuitive (and enjoyable!) user experience (UX). The most commonly used CRM tools should be centrally located in the dashboard. Less used tools should be accessible with a maximum of two clicks. A great CRM should also look and FEEL great. Staring at ugly layouts and clunky design for six hours a day is a bummer. Your CRM should make you feel energized and confident while you use it.
An intuitive and attractive UX may not make or break your business, but if you really enjoy using it, you’ll spend more time using your CRM. It’s basic psychology! How much more money will you make this year if you spend an extra hour on your CRM every day? How much do you lose if you don’t because the overwhelming UX gives you a headache?
6. High-quality onboarding, training and customer support
While an intuitive UX will make your CRM easier to use, today’s platforms offer advanced customization options that often come with a steep learning curve. Serious. Today’s CRM platforms can resemble NASA mission control compared to older software. That’s why onboarding, training, and customer support are crucial to getting the most out of your new CRM.
As you may have guessed, the more you pay for a CRM, the better the quality of the onboarding, training, and customer service experience. With a free CRM like Hubspot Sales Hub, you are virtually on your own. With an advanced CRM platform like CINC, you get a dedicated specialist to help you set up and get the most out of your CRM. This is where a large and active user base comes in handy. Hubspot has almost 250,000 users. With so many users, there’s a good chance someone else has solved the problem you’re facing. That means the solution is just a quick Google or Perplexity search away.
