My books focus on bridging the gap between your sales skills and the technology you can use to amplify these skills. I've also included references to additional real estate books that complement the concepts covered. Typical real estate books focus on the sales process but pay little attention to the technology that automates and systematizes your work. This is understandable, as technology moves quickly and there are so many different CRMs and other software tools out there. As a result, book authors are reluctant to recommend anything specific. My real estate CRM books take a slightly unique approach. I describe the sales process with the mission of explaining the benefits technology provides for systemizing and automating what you are already doing. I describe specific CRM features you should take advantage of and explain why. While I have intimate knowledge of one specific real estate CRM (RealtyJuggler), I also have extensive experience with many competitors and, over the years, have compiled detailed feature comparisons for each. So, this book is a useful complement to any real estate CRM.
Both books in the Real Estate CRM Series were written based on careful research. This includes the collective internal knowledge of the RealtyJuggler CRM team, who have worked in the industry for more than two decades. Of course, I don't want to simply offer my opinion. That is why detailed footnotes are provided at the end of each chapter, and a list of recommended reading is also included for more in-depth explanations of the concepts explored in the books.
Avoid getting caught up in slick sales presentations. Instead, focus on usability and technical support. Choose one that offers a free trial. During the free trial, complete three practical tasks: build a unified database by importing data from your phone, email, and any other lead sources you have. Next, synchronize your contacts and calendar with your smartphone. Finally, use your CRM to schedule and manage follow-ups, such as phone calls, emails, SMS text messages, printed letters, and postcards. While a real estate CRM offers hundreds of features, the ability to track your past clients and prospects and provide consistent follow-up is most important. If your CRM isn't easy to use, you won't use it. So, make sure you can perform these basic activities before exploring more advanced features. You should also keep an eye out for automation, such as automatically feeding leads into your CRM from external lead sources, such as websites, and from open houses; call capture; sending bulk and time-release drip emails; and a content library of flyers, eCards, and letters that you can customize for your own use.
Use caution with free broker-provided CRMs. If you switch brokers, you may lose your data or have difficulty exporting it. An independent CRM keeps your business portable. A CRM you control also lets you choose one with the features you need and the support you require. Free CRMs usually offer limited features and poor technical support due to their shoestring nature.