10 Steps to a CRM for Property.
Step 7: Configure your CRM

If you’re wondering why bother configuring your CRM? The answer is, putting it bluntly, that an off the shelf CRM won’t cut the mustard! I’m afraid you can’t download your way to the answer either.

Step 7: Configure your CRM


All CRMs require configuration. Think of it like a ‘Roger Moore’ suit – if you buy one off the peg it will fit ok, but you’re not going to look like James Bond with all the gadgets. You want to tailor it, exactly, to suit you and your business — just like that Saville Row suit especially cut for 007.

Let’s talk you through your CRM’s ‘gadgets’ that will need tailoring to suit you.

Custom fields are super, super powerful! CRMs all come with standard fields, but you’re going to need more useful information than that. You’re going to want to categorise everyone you meet: estate agents, vendors, investors, architects — everyone!

It’s so much easier if you categorise everyone you meet. For example, you want to find an estate agent in your gold mine area, or a property investor interested in buy-to-lets. You can fire out an email or share a deal with them instantly from your CRM because you’ve categorised them. It might be that someone approaches you for a referral for a plumber or an electrician because they can see that you’re super connected. And this is just because you have planned ahead and captured all the information that really matters. Plus, custom fields are even more powerful when you capture the details of your property deals!

Think of custom layouts like a brand spanking new phone. When you get a new phone you usually set it up to look just like your old phone – don’t we all do that? We all have our favourite apps, and we all sort them in a unique way that works specifically for us. Well, your custom layouts are just like this – visually you want them to work for you, so you can access the information you need quickly. A great example of a custom layout is an investor profile — you can group all the key details, e.g. areas they invest in, strategies they prefer, how or why they are looking to grow their portfolio. All this information is then in your hands, ready for the next time you contact them.

A custom view allows you to choose the information you see on screen. Think about what you would see when you open a spreadsheet and then compare it to this:

Kanban view – you can see how much money is in pay at any stage.
List view – you can choose what information you want to see.

A custom view will give you the high-level information you need at a glance, so you won’t need to waste time digging through spreadsheets.

Are you tracking your KPIs? If so, what are they? Do you know where your leads are coming from? How many viewings have you done this week, this month? Are you on target? How many offers have you made? How much money is in your deal pipeline? If the answer to this is ‘I don’t know’, then Reports will help you easily keep track of your KPIs, and identify what needs improving so you know where to focus your time, energy and money. PLUS, they’re dynamic, which
means you don’t need to spend hours digging the info out.

Remember those Templates you created? Now’s the time to plug them into your CRM and get the maximum value out of them. You can fire off emails to multiple contacts, and easily populate and send offer letters to estate agents and lots lots more! Automating those mind-numbing manual activities will save you time too.

You’ve already designed your Pipelines, get ready to build them. You’ll need to create each of the stages and make sure the tasks sit correctly underneath them, along with who is responsible for completing them.

With your pipelines built out you can now apply some Automation. This means that when a deal progresses from one stage to the next stuff happens:

● Tasks are automatically generated
● The deal status is automatically updated
● Reminders are triggered, and email follow-ups sent out.

Top tip See the magic happen: Your offer wasn’t accepted, but you’re ‘watching a property under offer’, waiting to see if the deal falls out of bed. If you’re automatically prompted to check-in and follow-up regularly, you could be first on the scene with a new offer if it does!

And finally, it’s time to configure your CRM to work with your Apps. You’ll already have apps that you love using, that you can’t do without and you will want them to play nicely with your CRM.

This is what we did…

● Google Drive – for our file storage
● Gmail and Loom – for emails
● Calendars – Calendly to book meetings
● Evernote – web clipper to clip pages/sections from website for research and due diligence
● MailChimp – email marketing
● Xero – for bookkeeping and accounting
● Hellosign – for digital signatures
● Zapier – for everything else.

Connect all your apps, and your CRM becomes the beating heart of your business.

But, one of the biggest challenges will be making sure they all play nicely together.

I’ve configured my CRM – but you’ve left me hanging?
Read Part 8: Onboard an assistant

Want to talk CRM for your property business?
Book a free no-obligation Discovery Call with Steven

Steven Lai

About the author

Steven Lai is a property investor, founder of Super Developments and creator of CRM for Property Success. He is a CRM expert with over 12 years commercial experience of managing sales teams.

Join the CRM for Property Success Facebook Group to ask him anything (about CRM, property or 80's trivia!).

Super Developments

© Super Developments Ltd. All rights reserved. Company registered in England & Wales, No. 10470912

© Super Developments Ltd. All rights reserved. Company registered in England & Wales, No. 10470912.