Your CRM can be your best assistant in commercial real estate
That’s right—I said Rolodex. I’m a bit old school, but not so old school that I don’t fully leverage my CRM. In fact, top-producing commercial real estate agents know that a well-used CRM isn’t just a contact list—it’s your 24/7 assistant. It automates reminders, prompts reconnections, and ensures follow-up happens when it should.
Why Most Agents Underuse Their CRM
If you’re still treating your CRM like a digital filing cabinet, you’re leaving serious money on the table. It’s not just a storage tool—it’s a business partner that helps you stay top of mind, track deals, and deliver a better client experience. Most deals aren’t lost due to poor sales skills—they’re lost due to missed follow-ups. Life gets busy. Calls are missed. Emails are forgotten. But your CRM doesn’t forget—if you set it up right.
Automate to Stay Top of Mind
The day you start in real estate is the day you should begin logging every email, phone number, lease expiration, and follow-up date into your CRM. A good system will send reminders when a lead opens your email, clicks a link, or fills out a form. It’ll also prompt you to reconnect with past clients on transaction anniversaries, birthdays, or just to check in. It’s this kind of consistency that builds trust—and trust closes deals.
Choosing the Right CRM: What to Look For
Finding the right CRM depends on your workflow, lead volume, and goals. Start by evaluating how you operate: Are you focused on buyers, sellers, or investors? Do you need automation-heavy tools or simple reminders? Always test a platform with a trial and ensure it has strong support and onboarding resources. If you need suggestions, I list a few trusted CRMs here: Joe Killinger Tools.
Red Flags to Avoid
As you test different systems, watch for these common pitfalls:
1. Overpaying for Features You Don’t Use
Fancy tools like AI lead scoring and auto-dialers may sound impressive, but if you’re not using them, they’re just overhead. Pick a plan that fits your actual needs.
2. No Automation = No Efficiency
If your CRM doesn’t help you automate reminders, follow-ups, or drip campaigns, it’s just a fancier contact book. Automation is what turns good agents into great ones.
3. Poor Usability
If the platform is clunky or hard to navigate, you’ll either stop using it or barely scratch the surface. Choose systems with clean interfaces and great onboarding.
4. Weak Mobile Functionality
You’re constantly in the field. If the mobile app isn’t reliable, you’ll miss out on opportunities. Test the mobile version before signing up.
5. Long-Term Contracts or Hidden Fees
Avoid being locked into annual commitments without a trial. Look for flexibility, and don’t hesitate to ask for cancellation terms upfront.
6. No Team Features
If you’re part of a team or plan to grow one, you’ll need tools like lead routing, shared calendars, and accountability tracking. Systems like Follow Up Boss or kvCORE are great for this.
7. Weak Customer Support
When your CRM breaks, so can your pipeline. Make sure the system offers responsive support—ideally with live chat and fast ticket response times.
8. Not Built for Relationship Management
The best CRMs help you build long-term relationships, not just close one-time deals. Look for features like contact tagging, interest tracking, and automated check-ins.
Final Thoughts: Your CRM Is a Power Tool, Not Just Software
Top producers in commercial real estate don’t rely on memory—they rely on systems. Your CRM can and should be the backbone of your business. It should follow up for you, remind you of key dates, and help you deliver a consistent client experience that builds trust and drives deals. So don’t let it sit idle—treat it like the business partner it’s meant to be.
