Global real estate firm, Coldwell Banker Kenya, has launched a customer relationship management (CRM) system to drive sales for real estate companies in Kenya.
The system generates property leads, locally and internationally, directly to real estate firms’ email addresses, and helps firms profitably manage their property listings, conduct target marketing, track property payments and commissions, and run social media and e-mail activity tracking.
“The system is cloud based, and available on multiple servers replicated all over the world for security and scalability reasons. Users access its features using a username and password,” said Danielle Callaway, Managing Director, Coldwell Banker Kenya.
The CRM also manages contacts and personal schedules, provides reporting tools, assist in importing popular business software, such as QuickBooks for accounting, as well as acting as a referral network for agents within the system.
“Networking globally is the way to go for real estate companies that are banking on growing their business and remaining competitive in today’s real estate space,” said Callaway. “And lead generation is more than the traditional practice of ‘I know a person who wants to buy in a particular area’.”
“Selling a property requires multiple leads in order to increase the chances of it being sold quicker,” she said.
Currently, most property listings in Kenya are not personalized. If a potential buyer or tenant is looking for a three bedroom apartment unit to buy or rent in Lavington, for instance, many of the listings will give all the three bedroom apartments available in their databases, including those not in Lavington.
This can put off potential buyers, as the buying or renting process becomes cumbersome.
However, the Coldwell Banker Kenya system provides contact management systems where agents and real estate companies can get scalable databases and categorise them, with the system able to match buyer preferences specifically to seller offers.
The system links the properties from all Coldwell Banker agents with all other agencies within the CRM system, effectively pooling all buyer and seller leads, while enabling companies to see the top choices in their listings, see the serious buyers and the speculators, and also update their listings to show changes in availability dates, or when a house is sold.
The system also provides members with industry data and statistics, and works from its own internal data to show market trends in pricing, rents, selling timelines, and geographical activity.
In addition, it tracks every lead, including when an offer is made, when and how much commission is paid, how much of it is going to agent or to the company, the tax element if any on the commission and any other levy.
Coldwell Banker’s CRM system also provides online calendar facilities for planning across scheduled meetings, real estate showings, automatic reminders and all real estate related activities.
“The beauty about our system is that users can opt to adopt a calendar, or if they are already using a Google calendar, for instance, they can simply import it into the system and continue using it, except that it will now be integrated with all the other information in their CRM account,” said Ms Callaway.