Remark is an industry-specific digital integrator. Since 2007 we have been helping companies to be as efficient as possible in the digital environment by automating the processes of marketing, sales and internal interaction between employees. Our main expertise is in real estate, but years of experience and competencies allow us to work with companies in all industries.
Email us
Call us
Real estate developer sales funnel
How to work with a large amount of data from CRM
- For real estate developers it is important now to work with every contact. A properly configured CRM system helps to bring the client through to the deal.
How to track and qualify leads
The first step on the way to a good conversion rate is to thoroughly record leads in your CRM system. And it doesn’t matter whether the request is targeted or non-targeted — absolutely all leads should be recorded. As they arrive, it will be useful to distribute flows: leads from real estate agencies fix one manager, from other companies — another.
The next stage is qualification. The array of incoming calls should be divided into two segments — quality leads and low-quality. A qualitative lead can be called a lead who knows the place they address, when they plan to buy. Such a person is interested in a particular real estate object or is ready to familiarize themselves with the manager’s presentation.
A lead or a deal can move through the stages of the funnel.
All other leads should be disqualified in time. Immediately reject those who have the wrong number. To prevent duplicate leads, disqualify relatives of the current client.
The next stage is qualification. The array of incoming calls should be divided into two segments — quality leads and low-quality. A qualitative lead can be called a lead who knows the place they address, when they plan to buy. Such a person is interested in a particular real estate object or is ready to familiarize themselves with the manager’s presentation.
A lead or a deal can move through the stages of the funnel.
All other leads should be disqualified in time. Immediately reject those who have the wrong number. To prevent duplicate leads, disqualify relatives of the current client.
- 1The client provides first name, last name, status (partner, agent, shareholder), and a contact and deal are automatically generated.
- 2Appeals go into a folder called "Unsorted" and once parsed, they immediately turn into a "deal+contact" pair.
How to customize your sales funnel
When implementing a CRM system, it should be remembered that only streamlined processes lend themselves to automation and simplify work. Therefore, for `successful implementation of a CRM system, the sales funnel must meet three principles.
- 1The funnel should be unidirectional. That is, from contacting the company to the conclusion of the contract, the deal moves in one direction only. Of course, there are exceptions, but returning from the end to the beginning or moving the deal endlessly should not be done.
- 2The funnel should be linear. That is, a client cannot be in two stages of the funnel at the same time. He has either just booked an apartment or is already applying for a mortgage.
- 3The funnel should reflect the real course of sales in the company. If the call center connects the lead to managers and the managers conduct showings, the sales funnel should include both stages. There should be no dropped, missing or incorrectly connected links in the sales chain.
Entrust your sales funnel to the experts!
Leave a consultation request and we’ll discuss your sales funnel
How to see the result
All three principles are clearly shown on the kanban board in CRM. The kanban reflects all the stages of a deal — from contacting the company to closing the deal. You can see how a customer moves from stage to stage and easily track where they are in the sales process. You can add or edit data at any stage.
What to do with the deal processing?
Another principle of CRM system for real estate developer is additional funnels. Sales have branches, namely: the actual sales and deal processing. For such cases, additional funnels are created: mortgage, service (back office), settlements with agents and shareholders. The process looks simple: the client moves through the stages, which are reflected in one kanban.
If you create your own funnel logic, confusion will arise. In particular, the same deal may be at different stages. Therefore, you will have to invent rules to exclude such situations. In addition, conversion rates will not be calculated correctly, and reports can be changed retroactively. Overall, the system will be difficult to maintain.
If you create your own funnel logic, confusion will arise. In particular, the same deal may be at different stages. Therefore, you will have to invent rules to exclude such situations. In addition, conversion rates will not be calculated correctly, and reports can be changed retroactively. Overall, the system will be difficult to maintain.
How to monitor and analyze sales
In order to track the number of targeted leads, it is mandatory to collect maximum information about customers. For example, the following fields should be filled in at the qualification stage: object of interest, preference by type, planned decision time and the person responsible for the client. If we first talk to a client on the phone, we don’t know his age or how many children he has. But when he comes for a meeting, we find out more and fill in immediately.
Correctness of lead data is a matter of convenience. With data, the marketing department can assess the target audience, and the head of the sales department can get a transparent picture. What, when and at what stages happens with leads and deals.
The quality of sales management directly depends on the ability to analyze and evaluate processes. The key concept here is conversions. From lead to visit, from visit to booking — and so on up to the conclusion of the contract. Conversion percentages allow you to assess how the sales and marketing departments are performing, as well as how long a deal takes from stage to stage.
But conventional conversion counting isn’t quite right. For example, a lead could come in one month and close a deal at the end of the year. A more accurate approach is cohort analysis. In this case leads are grouped by the time of their appearance in the system. This allows you to calculate the actual conversion rate. For example, at the end of the year, 6 contracts were received out of 100 leads from January. That is, the conversion rate was 6%.
Correctness of lead data is a matter of convenience. With data, the marketing department can assess the target audience, and the head of the sales department can get a transparent picture. What, when and at what stages happens with leads and deals.
The quality of sales management directly depends on the ability to analyze and evaluate processes. The key concept here is conversions. From lead to visit, from visit to booking — and so on up to the conclusion of the contract. Conversion percentages allow you to assess how the sales and marketing departments are performing, as well as how long a deal takes from stage to stage.
But conventional conversion counting isn’t quite right. For example, a lead could come in one month and close a deal at the end of the year. A more accurate approach is cohort analysis. In this case leads are grouped by the time of their appearance in the system. This allows you to calculate the actual conversion rate. For example, at the end of the year, 6 contracts were received out of 100 leads from January. That is, the conversion rate was 6%.
Conclusion
Let’s summarize it:
- 1All leads should be logged in CRM and disqualified in time at the first stages of communication with the customer.
- 2Sales funnel in CRM should be unidirectional, linear and reflect real processes.
- 3Managers should collect complete information about customer inquiries so that managers can get data to analyze.
- 4A cohort analysis method should be used to analyze sales.
- 1All leads should be logged in CRM and disqualified in time at the first stages of communication with the customer.
- 2Sales funnel in CRM should be unidirectional, linear and reflect real processes.
- 3Managers should collect complete information about customer inquiries so that managers can get data to analyze.
- 4A cohort analysis method should be used to analyze sales.
- 1All leads should be logged in CRM and disqualified in time at the first stages of communication with the customer.
- 2Sales funnel in CRM should be unidirectional, linear and reflect real processes.
- 3Managers should collect complete information about customer inquiries so that managers can get data to analyze.
- 4A cohort analysis method should be used to analyze sales.
Apply for a consultation
We will contact you shortly
By clicking the button you agree to the privacy policy