Even if you signed up to a estate agent CRM with high hopes, fast forward a year or two you might be wondering if it has really lived up to the hype.
This is a very common feeling. Many agents get stuck using their CRM like an address book and filing system, instead of as a powerful tool that can transform the way they work. The good news is that with a few simple changes, you can get much more out of the system you already have, without switching platforms again.
Why you’re not getting value from your CRM
Before we talk about what to do, it helps to look at why you may not get the value you expect from your CRM in the first place. It usually comes down to three big reasons.
You stop at the basics
When you first signed up, you likely had an onboarding session or two. That covered the basics, enough to help you move over from your old system and carry on with business as usual.
But most agents stop there. If you’re using the new system in the same way you used the old one, you’re not tapping into the features that could actually make your life easier or help grow your business. Without ongoing learning and development, you’re stuck at surface level.
You overlook small but helpful features
It’s easy to overlook the small features in your CRM that can make a big difference. Many agencies start strong then plateau. When that happens, it’s tempting to blame the system and start looking for a new one. But often, the issue is not the CRM, it’s how you are using it.
You chose your CRM for a reason. It promised to help you work faster, be more organised and give clients a better experience. Those features are still there, but unless you explore them and build them into your daily routine, nothing changes. You end up using it to do the same old tasks in the same way.
Most CRMs even show you how you use them and highlight what you are not taking advantage of. That information is gold, but only if you act on it.
You stop exploring and learning
CRM providers should offer more support. More training, more insights, more nudges to help you get better results. But it’s also on you to take ownership of your development.
That means making time to learn. Not just at the start, but regularly. Whether it’s watching a quick video, reading an article, or booking in for some top-up training, a bit of effort goes a long way.
More importantly, you need to be open to change. A CRM is meant to help you work smarter, not just differently. If you keep trying to force it to fit your old way of doing things, you’re not going to get the results you want.
Five smart ways to get more business out of your CRM
Your CRM should be more than a digital filing cabinet. Done right, it can unlock hidden value, streamline your processes, and surface the next instruction before your competitors even know it exists.
Below are five practical but often overlooked ways to get real business value from your CRM.
1. Focus on data quality first
A CRM is only as good as the data you put into it. If phone numbers are missing, emails are out of date, or important details are missing, your CRM will never be able to help you in the way it is designed to.
Make sure everyone on your team knows exactly which information needs to be collected when a new contact is added, whether that is a buyer, seller, landlord, or tenant. This should include the basics such as phone, email, and address, but also key details like buying or selling timelines, property goals, and any special notes.
It’s worth a quick check each week to keep the data clean. Over time, this simple habit makes your system far more powerful and reliable.
2. Capture the data that matters
Not all data is useful. Think about your agency’s business goals and make sure your CRM contains whatever data’s necessary to kick those goals.
Let’s say your goal is to grow your managed portfolio. Then your team should be asking buyers:
- Are you also a landlord?
- How many properties do you manage?
- Do you self-manage or use an property manager?
This turns every new buyer into a potential landlord, simply by asking the right questions. When that information is stored properly in your CRM, you can use it later to create a new segment of contacts to nurture.
3. Use insights to guide your marketing
For instance, if 50% of your buyers come from a property portal and 60% of those have a property to sell, you’ve just found a powerful insight to shape your marketing strategy. Segment even further and you may learn that the majority are upsizers. That’s an opportunity to tweak your messaging. Your CRM should help you see those patterns, not hide them.
Knowing who your audience really is allows you to move from generic blasts to high-performing, personalised campaigns.
4. Segment your contacts and scale what works
Once you know your ideal clients, you can use your CRM to work smarter.
Create lists for different types of clients, such as landlords, downsizers, first-time buyers, or upsizers. Build tailored follow-up processes for each group, so you are always talking about what matters to them.
You can also use this segmentation to create referral programs or targeted campaigns. Instead of guessing, your CRM helps you direct your time and energy to the groups that bring in the best results.
5. Build long-term nurture into your process
One of the most valuable things a CRM can do is help you keep in touch with people over time. It’s common to hear “call me in a year” and then lose track of that person entirely.
Modern CRMs make it easy to set up automated nurture sequences, reminders, and tasks so that you never miss an opportunity. Whether it’s a regular phone call, a quarterly email, or market updates, the aim is to stay on someone’s radar until they’re ready to take the next step.
Nurturing is not just a single follow-up after 12 months. It’s about consistently staying in touch and adding value, so when that person is ready, you are the first agent they think of.
The agencies that consistently win are the ones that do these basics really well, every day.
If you feel like you are not getting as much value as you could, do not be too quick to blame the system. Instead, take a fresh look at how you and your team are using it. A few small changes in how you collect data, analyse insights, and follow up with clients can completely transform your results.
Need help unlocking more from your data?
Rex CRM helps you surface hidden opportunities. Book a quick discovery call to see it in action.
