CRM Matchmaking 101

Realtors selecting a customer relationship management (CRM) system should focus on usability, clear lead displays, efficient inbox communication, and extensive third-party integrations.

Barry Jenkins, Realtor in Residence at Ylopo, identifies Follow Up Boss as the standout real estate-specific CRM that excels in these areas.

The Evolution of Real Estate CRM: From All-in-One to Best-of-Breed

Barry points out a significant shift in real estate technology around 2016-2017.

He explains, "About a decade ago, all in one platform was like the bee's knees. So you could get your website and your CRM and your marketing in one place. Convenient, it was simple, and it was that way for probably five, six years. And then around 2016, 2017, technology started to move at a pace where the all in one just could not keep up."

This change was driven by rapid innovation in marketing, website technology, and artificial intelligence.

All-in-one systems offering CRM, website, and marketing in one package couldn't match the speed of specialized tools.

Consequently, "all-in-one" in real estate now refers to open platforms that integrate seamlessly with various best-of-breed solutions.

Why Third-Party Integration is Crucial for Modern Real Estate CRM

CRM now serves as the central hub connecting all tools and data sources a realtor uses.

Barry simplifies it: "the new all in one is now a system that integrates well."

Top-tier CRMs provide an open API (application programming interface) allowing other software providers to build integrations that sync data, automate workflows, and display their functionality within the CRM interface.

A well-documented API with clear specifications fosters a thriving integration ecosystem.

Barry highlights Follow Up Boss as the gold standard, stating that "to my knowledge, there is not a real estate specific CRM that integrates with everyone really well that matches Follow Up Boss."

He attributes their significant lead partly to "an open API with incredible API docs, so people don't have to have substantive conversations with the Follow Up Boss team to develop amazing software that latches on to the platform."

How Follow Up Boss Integrations Streamline Realtor Workflows

Let's examine a typical realtor workflow in Follow Up Boss:

1. A new lead from the realtor's website, powered by a specialized IDX provider like Showcase IDX, automatically syncs to Follow Up Boss.

2. Follow Up Boss applies lead routing and notification rules to alert the appropriate agent. The realtor receives an instant mobile notification.

3. With one tap, the realtor can view a detailed lead profile, including the property of interest, search history, and all previous communication.

4. The realtor uses integrated tools like Ylopo's Dynamic Remarketing to deploy a multichannel nurture campaign personalized to the lead's interests.

5. When the lead visits a new listing, the realtor gets an instant notification in Follow Up Boss, enabling timely outreach.

6. After converting the lead to a client and closing the deal, transaction details automatically sync from their e-signature and form management tool, such as Dotloop, into Follow Up Boss.

7. Follow Up Boss then initiates a post-transaction nurture journey to maintain client engagement and generate referrals.

Each step is enabled by tight, API-level integration between Follow Up Boss and specialized tools.

This results in seamless data flow and automation that saves time while improving the client experience.

The Productivity Power of Deep CRM-Inbox Integration

Follow Up Boss also shines in its deep bi-directional integration with realtor inboxes.

Barry emphasizes this as a selling point, praising the system's "effective communication with the inbox."

Inbox integration allows realtors to view and respond to Follow Up Boss notifications directly from their email.

Relevant client context from the CRM (like recently viewed listings) is embedded in each message.

When the realtor replies via email, their response automatically syncs back to the contact record in Follow Up Boss.

This smooth inbox integration enables realtors to work from their email while maintaining an up-to-date view of client communication in their CRM.

You boost your productivity when you reduce friction and eliminating constant tool switching.

AI in Real Estate CRM

Artificial intelligence is poised to be the next major advancement in real estate CRM innovation.

Progressive CRM providers are already integrating AI-powered features like:

• Predictive lead scoring: Analyzing lead behavior to forecast conversion likelihood

• Chatbots: Automatically engaging and qualifying leads via chat on the realtor's website or Facebook page

• Smart automation: Optimizing lead follow-up timing and content based on AI insights

• Intelligent search: Enabling realtors to query their database using natural language (e.g. "show me all my clients looking for a 3BR in Seattle")

As AI technology advances over the next 5 years, expect more sophisticated applications to emerge, such as:

• Virtual assistants: AI-powered tools that automatically schedule showings, update clients, and even suggest counter-offers based on market data

• Hyper-personalization: Dynamically customizing the realtor's website and content to each visitor's unique interests

• Predictive inventory matching: Analyzing a buyer's behavior and preferences to proactively recommend off-market listings

To remain competitive, realtors should select a CRM provider with a history of innovation and a forward-looking product roadmap that prioritizes AI.

Follow Up Boss, for example, has already released an AI-powered lead concierge and hinted at more AI functionality to come.

Choosing the Right Real Estate CRM

As Barry states, regarding real estate CRMs, "Follow Up Boss is the clear winner, and there's not even a close second."

He credits this to the platform's "combination of ease of use, clear views of the leads, effective communication with the inbox, and integrations."

For realtors aiming to maximize productivity and deliver a seamless client experience, the choice is evident.

Follow Up Boss is shaping the future of real estate CRM by prioritizing integration, automation, and AI.