These days we are so worried about pirates hacking into our bank accounts, stealing our credit card info, or hijacking our identity. We choose super-long passwords, have 2-step login authentication, or use facial recognition. Even my Apple computer has fingerprint verification. All these are essential steps to try to ward off the unscrupulous. But as a Realtor (or any salesperson) what have we done to protect our data, and our client base?
Mark Weithorn is the Founder & CEO of DPI Showcase Web Sites
For the past 20 years, my company, DPI Showcase Web Sites, has been working with real estate agents around the USA. They spend an inordinate amount of dollars trying to get new clients. Then once they have them, they try to nurture these people. The National Association of Realtors, NAR, states that around 65% of all sales come from referrals. These salespeople want to protect their book of business.
Typically, a Realtor, or any salesperson, will utilize a Client Relationship Management (CRM) program. It’s a place to enter all of your clients into one program that will keep track of these prospects. There are many CRMs out there. Some are stand-alone, others are tied to your website. Some are difficult to use, others are automated. The trick is using one that is easy to use and secure from misuse. DPI’s CRM has many automated functions, so the real estate agent doesn’t need to learn a new program and it automatically keeps in touch with their clients.
For example, many real estate brokerages offer their agents a free website and CRM. When the leads come in, they are supposed to be routed only to the Realtor and not the broker. That lead then gets imported into the Realtor’s CRM which is controlled by the broker. The question to ask is, “Who has access to the leads in the CRM?” Does the broker have a backdoor into all of the company’s CRMs? If you leave that broker, do they keep your client list? These are concerns that you should investigate.
Then there are the CRMs owned by large companies. Are they reselling all the contact information in the database to marketing people? Is your CRM owned by a Chinese company? Have you read the terms and conditions? Don’t be afraid to ask. It’s your job to protect your data.
Technically Realtors don’t own anything. They don’t own the properties that are for sale or rent. They don’t own the brokerage they work for. Realistically, they are all selling the same inventory, all the listings in the MLS. So, what is their advantage? What do they own? It gets back to their database of clients and how they stay in touch with them.
Another dimension is that most real estate agents will change brokers several times in their careers. They could have a falling out with their broker, get a better split on their commissions, or even move to a different area. It happens all of the time. They need to be portable, and able to take their website, email address, and CRM with them wherever they go.
It’s usual with new agents. They get their license and say they want to join the biggest and best firm out there. This typically doesn’t last long. First, they get hit with huge technology or franchise fees, and then they get lost. A small fish in the big ocean. Their broker may not even know who they are, and none of the agents in the office are willing to talk to them. After 6 months this fledgling will typically change to a smaller, more comfortable, brokerage or will leave the industry because they are not making any money. If they do switch companies, they leave behind their website, email, and CRM, they are starting from scratch. Your emails get forwarded to the broker and they have full access to all of your leads in the CRM. You lose it all. This is why even the newbies need to set up their business properly.
The bottom line is that any salesperson in any field needs to be very protective of their client base. This is what they own. They need to guard others from stealing or contacting their clients. It is your livelihood. It is how you put food on the table. It is as important as guarding your bank account or credit card information.
Mark Weithorn is the Founder & CEO of DPI Showcase Web Sites, a 20-year-old tech company that provides websites and CRMs designed for brokers and real estate agents. He can be seen at www.DPIshowcase.com
