Brokers don't have a CRM system: what are the consequences and how to solve it?
This is an underrated problem that costs you sales. It becomes especially acute when a company is transitioning from chaos to system. During CRM implementation, brokers often don't understand why they should spend time filling client cards:
"Why should I spend an hour on this instead of working with the client?"
And sabotage happens: brokers don't want to fill all fields or do it incorrectly.
What this leads to
1. Clients get lost
For example, a client reviews a proposed property but asks to call back tomorrow at 12:00. A broker not using CRM and not setting a task will likely forget this contact. No reminder comes, no notification — client lost.
2. No repeat sales
Client buys — and disappears. Though they could return. All our repeat deals happened thanks to CRM marketing: clients who stayed in newsletters, watched webinars, followed market news, returned after some time and bought again.
If you haven't implemented CRM marketing yet — you're losing deals.
3. Impossible to do analytics
Where did the lead come from? Which channel delivers quality applications, which ones "trash"? Without CRM, you don't know the answer. Result: advertising isn't optimized, bad leads increase, brokers waste time on unqualified traffic and close fewer deals.
4. Impossible to scale
With 5–10 clients — you can track them in your head or Excel. But at 30–50, chaos begins, control and service quality are lost.
How to solve the problem
- Document CRM work regulations.
Specify how to fill client cards, when to move them through funnel stages,
how to set reminders and tasks. - Implement a quality control department.
It will review deals, find weak spots, and give recommendations. - Conduct regulation checks.
For violations — escalate to sales director control. - Automate routine tasks.
Set up automatic reminders and template messages to clients,
for example, if they message outside working hours.
You can get an example of such a message here.
If you're struggling with CRM implementation, creating regulations, deal verification — contact us. We'll tell you where to start and how to build the system correctly.
