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How homebuilders can pick a CRM

Mar 11, 2023

Homebuilders know it’s important to invest in the right tools and equipment for the job. It’s how they keep job sites safe and efficient. In the office, the right tools can also build strong sales pipelines.

Customer relationship management (CRM) software helps builders manage customer interactions. It tracks customer information from inquiry to closing and can analyze interactions.

A CRM is the right tool for homebuilders who want to improve the buying journey and close on more homes. The question is: Which CRM solution is the right tool for the job?

CRM capabilities that homebuilders need

There are many platforms to choose from. Homebuilders need a CRM that can:

  • Categorize sales leads: At a glance, leaders need to see how many prospects are in the pipeline, who’s working them, and where they are in the sales process. CRMs can also categorize leads based on communities, home value or other metrics.
  • Track the sales journey: Is it time to follow up? Are you waiting on a contract? A CRM can track each customer’s sales journey, especially when you’re managing many customers in different buying stages. Sales leaders can establish checkpoints at different intervals. Or they can investigate when trends arise, such as a series of leads fizzling out at the same stage.
  • Send and store communications: Salespeople should be able to send and store emails in a CRM. That helps sales reps stay organized and the business maintain continuity. With a CRM, salespeople can also store templates that make it easier to respond to common questions. Or they can automate check-in messages.
  • Streamline workflows: CRMs should replace manual work, not duplicate it. Find a platform that integrates with other business tools you already use. Cloud-based options allow salespeople to work on accounts from anywhere, so progress doesn’t stall when they’re in the field.
  • Prompt action: Pick a CRM that can issue alerts when marketing, sales or the customer service agents need to take action. Establish workflows and assign check-ins, so every lead is activated and every customer receives the same level of service.
  • Increase responsiveness: Some buyers have a lot of questions. A CRM can help you respond quickly, accurately and consistently. Every department should have access to up-to-date account information so they can work together to close deals. Some CRMs even leverage chatbot technology to speed up response times.
  • Improve decision-making: Your CRM should make it easy to pull and distribute reports and to compile information that is practical and actionable. Dashboards and data visualizations should be easy to read and use.

Is a CRM worth the investment?

A home is a major investment. Buyers want a positive experience, and they want to work with someone they trust. Investing in a CRM can help homebuilders tailor interactions and build the best customer experience possible.

Before you choose a CRM, take a look at your current sales processes and establish clear goals. Take stock of your obstacles, too. In most instances, a CRM is the right tool to build stronger sales outcomes.

The team at Wipfli can help you evaluate the options and align them to your long-term business goals. Learn more about how we help on our  solutions for homebuilders web page.


Kyle Aulerich
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