Selling real estate is still a person-to-person business. Most real estate is purchased or leased by working with an agent or broker. And rarely will a prospect make a buying decision the first time they meet you. Therefore, you must have a system in place to track your interactions with prospects.

Successful brokers know that their database is their most valuable asset. Not only do they have detailed lists of clients and prospects, they also have a system for keeping in touch with each person.

In the olden days, brokers relied on their “Rolodex.” Nowadays, software makes it much easier for brokers to manage their relationships. Your Customer Relationship Management (CRM) program contributes to your success, efficiency, and professionalism.

Of course, simply having a CRM and inputting names into it is not enough. You must set up your CRM to build a trusted relationship by keeping in touch in meaningful ways, even if it doesn’t appear they are ready to buy. If you become their “go-to real estate person,” they will refer you to their friends and family.

So set up your CRM to build relationships with your prospects and customer. It will take some time and effort in the beginning, but once you have a system in place, your CRM will enhance your success.