Unlocking CRM Potential: What to Look for and Why
Let’s get this out of the way right now: I am not a CRM implementation expert. My job is to train and strategize with Online Sales Counselors (OSCs) and companies to help them thrive in their roles and their adoption of the CRM across all departments.
It’s important for the marketing, sales, and online salespeople to all be rowing in the same direction when it comes to big tools like the CRM. I’ll give you the ideas and the parameters, but I leave the nitty-gritty of CRM setup to the techies and specialists. What I do know is what a CRM should be able to do for you as an OSC in the homebuilding industry. It’s up to you to become the expert on the platform your company uses.
And let’s be honest—often OSCs end up being the CRM experts in their companies. So, roll up your sleeves, dive in, and figure it out. Here’s the good news: there are resources everywhere. Your CRM likely has a support team, a knowledge base, and (bless the internet gods) YouTube. You can Google just about anything these days. Or—and here’s a crazy idea—you can play with it. Tinker, explore, and press all the buttons (preferably in a sandbox environment if you have one).
But I’m not leaving you hanging. Here’s a breakdown of what I think your CRM should absolutely, 100% be able to do for you:
- Integrate with All Your Tools
Your CRM should play nice with everything in your tech stack: website forms, email platforms, chat systems, calling systems, and any marketing or lead-generation tools. The more integrated your CRM is, the less manual entry you’ll have to do. Manual entry is where leads go to die.
- Minimize Manual Entry
The less you’re typing, the more you’re building rapport, understanding your prospects, and setting appointments. Automate as much as you can. Your CRM should capture leads from all your sources and automatically log emails, calls, and interactions wherever possible.
- Set Up Processes, Campaigns, and Follow-Ups
Call it what you will—sequences, workflows, drip campaigns—your CRM needs to manage your follow-up processes seamlessly. These tools keep prospects engaged without requiring you to remember every little detail.
- Website Integration and Tracking
This one’s a biggie. Your CRM should connect to your website so you can see who is clicking on links, opening emails, or generally lurking around your corner of the internet. Insight equals power.
- Store and Attach Templates
You should have a library of email templates and follow-up scripts ready to go at a moment’s notice. Attach them directly to your processes so they’re there when you need them. No more hunting around.
- Rate and Assign Prospects
Your CRM should allow you to rate leads (think hot, warm, cold) and assign tasks based on those ratings. Got a hot lead? Assign a follow-up call pronto. Cold lead? Set a nurturing campaign or let it simmer for now. If you know too much about someone canned follow-ups probably aren’t going to work. This is where customization is key.
- Show Lead Sources and Clear Old Tasks
Your CRM should keep track of where every lead came from, so you know what’s working. And please, let it clear follow-ups that no longer make sense. There’s no need to clutter your dashboard with outdated tasks.
- Mass Emails and Database Segmentation
You need to send marketing emails to the masses, but also segment your database for targeted campaigns. Your CRM should make it easy to slice and dice your list however you need.
- Pull Metrics and Track the Funnel
Numbers don’t lie, and you need them. Your CRM should give you insights into your leads, appointments, sales, and everything in between. You need to see how prospects move through your funnel. My friend Kimberly Mackey from New Homes Solutions is a big fan of having a visual sales pipeline. I completely agree—it’s a game-changer to see where everyone stands.
- Set Up Dashboards
Dashboards can be key. This is where you can see all the important information all in one place. Customize them to your needs. Having tasks, conversions, appointments, and lead channels all in one easy to view area will help you track your progress.
- Transfer Leads While Keeping Visibility
When you set an appointment, you should be able to transfer the lead to someone else (like a sales rep) while still having visibility into what happens next. Transparency is key.
- Linking Calendars and Reminders
When setting appointments, having visibilities of your agents calendars and being able to assign handoff tasks can make or break a customer experience.
- Integrate Communications
Your CRM should capture your email threads, live chat conversations, chatbot interactions, and even calls. Every touchpoint should live in one place so you have the full picture.
- Play Well with Everything That Creates Leads
From website forms, third party leads, and chat phone systems to live chat, anything creating a lead should integrate with your CRM. It’s all about creating a seamless ecosystem.
What’s Missing?
This list isn’t exhaustive, but it hits the highlights of what I think is crucial for OSCs. Did I miss something? What’s important to you in a CRM?
The bottom line is this: a great CRM makes your job easier, not harder. No CRM is perfect, and everyone’s brain processes things differently. It takes some effort to set it up and learn it, but once you’re cruising, it’s like having a secret weapon in your sales arsenal. Take the time to explore, learn, and master it—you won’t regret it.
Got tips or tricks for getting the most out of your CRM? Share them! Let’s get nerdy about this together.