Industry-specific CRM questions
In the market for a real estate CRM/ contact management system? Keep the following considerations in mind before you make your decision:
First: contact management, of course
- Robust contact management. It’s essential that your CRM have detailed contact profiles with fields for interests, birthdates, spouse and children information, wedding anniversary date, pets, and hobbies. Real estate is all about relationships so if you’re able to learn about your contacts and their life (and acknowledge them on their birthday and anniversary, for instance), you’re setting yourself up for referrals and repeat business down the road.
It should also be easy to add contacts to the system. This means the real estate CRM should have an Automated Website Lead capture tool that will automatically capture all of your web leads into your database and send you a reminder when you receive a new lead. You can then respond right away and assign the lead to a drip marketing campaign.
Second: email marketing
- Fully-featured email marketing. It’s important that your real estate CRM have a powerful email marketing component because for REALTORS®, email marketing should be a key element of your keep in touch plan.
Make sure the CRM: gives you the ability to send out an e-Newsletter, includes graphical email marketing templates, lets you send out personalized mass emails, and has pre-designed drip marketing campaigns.
A drip marketing plan or campaign is a series of emails that get automatically sent out at various time intervals from the real estate CRM. There are drip marketing plans for marketing to a first time buyer, a potential seller, keeping in touch with past clients, and more. These plans help you automate a lot of your keep in touch work which will save you a ton of time!
If the CRM includes Email Campaign Reporting functionality, it’s a big bonus. With Email Campaign Reporting, you can see open rate, click through rate, forward rate, and other key statistics and information on emails you send through the system. This way, you’re not marketing with a blindfold on. You can also use this feature to identify potentially hot leads: those people who are reading and interacting with your emails the most.
Third: transaction management
- Transaction Management. In order to stay organized, it’s important to have one place where you go to manage your prospects, clients, calendar, schedule, appointments, and active business. When I refer to active business, I’m referring to any listings you have and buyers you’re currently working with. Make sure the CRM you’re evaluating has robust transaction management features so you can manage your active business, generate service reports, organize offers, track commissions, and list property details.
The CRM should also have listing and closing activity plans which are a series of “to do’s” with accompanying reminders that will help you make sure no details fall through the cracks when you’re listing or closing a home.
Fourth: accessibility and compatibility
- Compatibility and accessibility. Is this system fully Mac compatible? Does it work on the iPad? Can it sync wirelessly and instantaneously to your smartphone? These are key questions you need to be asking when evaluating a real estate CRM.
As well, if the system is not easy to use, you just won’t use it. There are many solutions out there that are anything but user friendly – it’s hard to navigate through them and the learning curve is often steep. Make sure you test out the system (even a couple at a time) and see which you find is easier to use. In the end, ease of use trumps flashy design because you need to be using the CRM on a daily basis. If not, you won’t get any value from it.
In real estate, there are so many products and services out there to spend money on. But of all of them, a real estate CRM is probably one of the best products you can invest in for your business. Why? Because the system will quickly pay for itself. The return on investment (ROI) is tremendous. Just one new client you’ve received as a result of using the system (say from sending a marketing email) pays for the CRM for years.
- Robust contact management
- Detailed Realtor-oriented contact profiles
- Unlimited groups and easy contact filtering and searching
- Keep in touch dashboard
- Automated Website Lead Capture
- Fully-featured email marketing
- Monthly e-Newsletter
- Personalized mass emails
- Automated drip campaigns
- Graphical marketing templates
- Email Campaign Reporting
- Transaction management
- Manage listings and buyers
- Activity Plans
- Service Reports
- Compatibility and accessibility
- Smartphone Wireless Sync
- Mac and iPad compatibility
Twitter branches out into voice chat – what could go wrong?
(SOCIAL MEDIA) We’re learning more about Twitter’s forthcoming audio chat rooms, but what is Twitter learning about moderation?
Twitter wants you to talk more with more people. Like, actually form words. With your mouth.
In November 2020, the micro-blogging giant announced it’s testing its new Audio Spaces feature, which allows users to create audio-only chat rooms – making it what Wired calls a copycat of the new and buzzy Clubhouse app.
How it works
Here’s what we know about the private beta version, according to Wong: Users create a chat room and can control who is admitted to the group, whether it’s the public, followers, or followees. Group size is currently limited to 10. Members can react with a set set of emojis: “100,” raised hand, fist, peace sign, and waving hand. Spaces conversations are not recorded, but they are transcribed for accessibility. It uses Periscope on the back end.
One thing that’s not clear: The actual name. Twitter’s announcements have been calling it Audio Spaces, but the product’s handle is @TwitterSpaces.
It’s Twitter! What could go wrong?
The big gorilla in the chat room is moderation – as in, how do you keep humans from being terrible on Twitter?
We can all be forgiven for skepticism when it comes to Twitter’s aim to keep Audio Spaces safe(ish). Twitter can be a toxic stew of personal insults and even threats. Interestingly, Twitter is starting its test by inviting users who are often targets: Women and people from marginalized groups. Great idea! Who better to help craft community guidelines?
Requiring platforms to shut down hate speech and violent threats is having a moment, and Clubhouse is already in the controversy mix. Even as invite-only, the app has had some high-profile failures to moderate with threats toward a New York Times reporter and a problem anti-semitic conversation. It seems likely Twitter is paying attention.
Also on the safe(ish) side: The space creator is all powerful and can mute or kick out bad actors. Spaces can also be reported. Then there’s the transcription, which sets Audio Spaces apart from similar apps. Chat transcription was aimed at accessibility but, TechCrunch suggests that might help keep things civil and appropriate if people know their words are being written down. Hmm. Maybe?
It doesn’t appear that there was a groundswell of demand from users, but Audio Spaces at least is something different from the feature pile-on making the social media big dogs start to look the same, as in Twitter’s also-new Fleets, Instagram’s and Facebook’s Stories, Snapchat’s… Snapchat. (See also Instagram’s Reels, Snapchat’s Spotlight, TikTok’s… TikTok.)
Clubhouse does appear to be hugely popular in Silicon Valley – and it has the investment capital to show it – so maybe there’s something to this audio-only chat thing. But we’ve already seen pandemic-fueled Zoom-happy-hour-fatigue, as users have gotten frustrated with too many people talking at the same time. Video chat can give users at least a few more clues about who is talking and who might be about to talk. Audio-only chat seems like it could quickly devolve into a chaotic cacophony.
But, Twitter says, conversation will flow naturally, and it advises users to “be present.”
“Just like in real life, the magic is in the moment,” it says.
It’s beta testers will surely have a lot to say about “magic” and “moderation.”
New Pinterest code of conduct pushes for mindful posting
(SOCIAL MEDIA) Social media sites have struggled with harmful content, but Pinterest is using their new code of conduct to encourage better, not just reprimands.
It appears that at least one social media site has made a decision on how to move forward with the basis of their platform. Pinterest has created a brand-new code of conduct for their users. Giving them a set of rules to follow which to some may be a little restricting, but I’m not mad about it. In a public statement, they told the world their message:
“We’re on a journey to build a globally inclusive platform where Pinners around the world can discover ideas that feel personalized, relevant, and reflective of who they are.”
The revamp of their system includes 3 separate changes revolving around the rules of the platform. All of them are complete with examples and full sets of rules. The list is summed up as:
- Pinterest Creator Code
- Pinterest Comment Moderation Tools
- Pinterest Creator Fund
For the Creator Code, Pinterest had this to say: “The Creator Code is a mandatory set of guidelines that lives within our product intended to educate and build community around making inclusive and compassionate content”. The rules are as follows:
- Be Kind
- Check my Facts
- Be aware of triggers
- Practice Inclusion
- Do no harm
The list of rules provides some details on the pop-up as well, with notes like “make sure content doesn’t insult,” “make sure information is accurate,” etc. The main goal of this ‘agreement’, according to Pinterest, is not to reprimand offending people but to practice a proactive and empowering social environment. Other social websites have been shoe-horned into reprimanding instead of being proactive against abuse, and it has been met with mixed results. Facebook itself is getting a great deal of flack about their new algorithm that picks out individual words and bans people for progressively longer periods without any form of context.
Comment Moderation is a new set of tools that Pinterest is hoping will encourage a more positive experience between users and content creators. It’s just like putting the carrot before the donkey to get him to move the cart.
- Positivity Reminders
- Moderation Tools
- Featured Comments
- New Spam Prevention Signals
Sticking to the positivity considerations here seems to be the goal. They seem to be focusing on reminding people to be good and encouraging them to stay that way. Again, proactive, not reactive.
The social platform’s last change is to create a Pinterest Creator Fund. Their aim is to provide training, create strategy consulting, and financial support. Pinterest has also stated that they are going to be aiming these funds specifically at underrepresented communities. They even claim to be committing themselves to a quota of 50% of their Creators. While I find this commendable, it also comes off a little heavy handed. I would personally wait to see how they go about this. If they are ignoring good and decent Creators based purely on them being in a represented group, then I would find this a bad use of their time. However, if they are actively going out and looking for underrepresented Creators while still bringing in good Creators that are in represented groups, then I’m all for this.
Being the change you want to see in the world is something I personally feel we should all strive towards. Whether or not you produced positive change depends on your own goals… so on and so forth. In my own opinion, Pinterest and their new code of conduct is creating a better positive experience here and striving to remind people to be better than they were with each post. It’s a bold move and ultimately could be a spectacular outcome. Only time will tell how their creators and users will respond. Best of luck to them.
Facebook releases Hotline as yet another Clubhouse competitor
(SOCIAL MEDIA) As yet another app emerges to try and take some of Clubhouse’s success, Facebook Hotline adds a slightly more formal video chat component to the game.
Facebook is at it again and launching its own version of another app. This time, the company has launched Hotline, which looks like a cross between Instagram Live and Clubhouse.
Facebook’s Hotline is the company’s attempt at competing with Clubhouse, the audio-based social media app, which was released on iOS in March 2020. Earlier this year, The New York Times reported Facebook had already begun working on building its own version of the app. Erik Hazzard, who joined Facebook in 2017 after the company acquired his tbh app, is leading the project.
The app was created by the New Product Experimentation (NPE) Team, Facebook’s experimental development division, and it’s already in beta testing online. To access it, you can use the web-based application through the platform’s website to join the waitlist and “Host a Show”. However, you will need to sign in using your Twitter account to do so.
Unlike Clubhouse, Hotline lets users also chat through video and not just audio alone. The product is more like a formal Q&A and recording platform. Its features allow people to live stream and hold Q&A sessions with their audiences similar to Instagram Live. And, audience members can ask questions by using text or audio.
Also, what makes Hotline a little more formal than Clubhouse is that it automatically records conversations. According to TechCrunch, hosts receive both a video and audio recording of the event. With a guaranteed recording feature, the Q&A sessions will stray away from the casual vibes of Clubhouse.
The first person to host a Q&A live stream on Hotline is real-estate investor Nick Huber, who is the type of “expert” Facebook is hoping to attract to its platform.
“With Hotline, we’re hoping to understand how interactive, live multimedia Q&As can help people learn from experts in areas like professional skills, just as it helps those experts build their businesses,” a Facebook spokesperson told TechCrunch. “New Product Experimentation has been testing multimedia products like CatchUp, Venue, Collab, and BARS, and we’re encouraged to see the formats continue to help people connect and build community,” the spokesperson added.
According to a Reuters article, the app doesn’t have any audience size limits, hosts can remove questions they don’t want to answer, and Facebook is moderating inappropriate content during its early days.
An app for mobile devices isn’t available yet, but if you want to check it out, you can visit Hotline’s website.
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