Are you asking the right questions of your CRM system?

I’m sure the vast majority of us are constantly searching for a variety of ways in which to fit more into our daily lives.

From juggling breakfast with the school run – through to scheduling and structuring work meetings to ensure we get the most from them. This doesn’t mean cutting corners, as this defeats efficiency objectives, it just means finding better ways to maximise our time and energy.

Inevitably, technology will prove to be a key differentiator for many advisers and property professionals in achieving greater levels of efficiency across the board. I’m referencing property professionals here on the back of research from Shawbrook Bank which suggests that technology is playing a critical role in helping property developers to stay ahead of market trends, identify new opportunities and keep costs in check.

The survey revealed a strong uptake of building management systems, with nearly 46% of respondents having invested in such technologies. Smart home services followed closely behind with a 45% adoption rate. Furthermore, 43% of developers are said to be turning to modular building to save time, especially when working on larger scale projects such as flats or student accommodation.

Emerging technologies like virtual reality and artificial intelligence have also garnered attention, with 36% and 35% of developers investing in these technologies respectively. A further 43% are planning to invest in artificial intelligence for purposes that include intuitive building designs and managing customer enquiries.

The findings serve to highlight the growing prominence of technology across the property market, especially in such a challenging economic environment. Mortgage intermediaries are also tapping into the technological revolution to help them deliver better client outcomes and more efficient and effective business practices. And the implementation of a cost-effective CRM platform is often the first port of call on this particular journey.

Finding the right CRM platform for your business depends on some individual and very specific priorities. However, generally speaking, a good CRM platform will improve efficiencies by automating workflows, reduce the need to rekey important data, bolster retention strategies, optimise time-consuming internal processes and reduce operational costs where possible.

It will also enhance the mortgage journey by including tools which provide personalised customer support in a more time efficient manner and allow businesses to seamlessly collate, manage, and track initial enquiries right through to providing valuable – but sometimes overlooked – after-sales support.

There are a huge range of tech resources on offer which can prove highly advantageous for a range of business needs. Although, to demonstrate tangible benefits, it’s vital for firms and individuals to work with the right tech providers who understand their needs and add value in the right places.

As an initial action point for those firms with an existing CRM, let me ask you one simple question. When was the last time you asked yourself if this is delivering exactly what you need in a cost-effective manner? And if not, then why not?

The next step is to revisit your CRM expectations, evaluate how these fit your business model, if these have changed and how to meet any new goals or expectations. You might not have all the answers, but the right tech partner will. Or if they don’t, at least they should have the capabilities to help create a solution which does.

Melanie Spencer is business partnership and growth director at One Mortgage System (OMS)

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