How to make a regulation for brokers to work in CRM so that they really follow them

We received lots of positive feedback on partner content, so we're continuing to share value from our partner Ulyana Mayorova — founder of full-cycle HR agency BYTIME and operations consulting company.

Today Ulyana shares how not to turn CRM into a "digital dusty cabinet" containing everything except meaning.

What usually happens

CRM exists.
Logins distributed.
Settings configured.
But brokers continue managing deals in their heads, WhatsApp, and notebooks.

Why?

Because regulations aren't files in folders. They're daily habits. And habits need not just issuance, but implementation.

01. Write regulations for people, not for the drawer

Phrases like "to ensure end-to-end analytics" can go straight to archive.

Write plainly:

Where to create deals,
What to write in comments,
How soon to call if client doesn't respond,
What counts as successful outcome.

The simpler, the higher chances someone opens and follows it.

02. Screen recordings work better

Text is read through force, but 2-minute videos showing "what to click and why" are hugely popular.

Make short videos:

"How to properly create a deal",
"Where to write comments",
"Where to check overdue tasks".

Even if broker opens CRM first time — they'll manage. And you won't explain for the 47th time.

03. Embed "CRM rituals" into the team

Want regulations followed — make them part of routine:

Monday — funnel review,
Daily — lead checks,
Monthly — quality filling checklist.

Regulations must "live," not lie around.

04. Implement Quality Control department

Without person/department monitoring CRM order, system turns into phantom deals collection. They will:

Check rule compliance and broker CRM work quality,
Help if someone "doesn't get it",
Analyze and identify "bottlenecks".

05. Tie motivation to CRM

"No deal in CRM — no bonus"

Harsh? Yes. Works? Proven.

Conclusion

Regulations aren't documents. They're step-by-step, verifiable instructions that:

Easy to understand (knowledge check),
Simple to follow (embedded in routine),
Convenient to reference (always at hand),
Impossible to ignore because embedded in processes and motivation.

If you want your real estate regulations to work, not be formality — contact RED. We'll create it for you, conduct QC audit of brokers' CRM and client work, and show where you're losing profit.