• Brittany Gardner

Is Your Real Estate Tech Stack Client Friendly? How to Choose Customer-Centric Realtor Tools

No matter which way you look at it, technology is disrupting the real estate industry inside and out and today, we’re all familiar with mega players like Zillow and Realtor.com transforming the way we interact with buyers and sellers.

But what about the back end of your business?

As a leader in the wild world of real estate, it’s crucial to stay on top of your game when it comes to choosing the right tech tools to run your business — and make no mistake, your front end tools and your back end tools are absolutely two sides of the same coin.

Or at least, they should be.

If you’re like most brokers and team leaders, you've probably already adopted a few commonly recommended tech tools in the hope that automation will save you time and money, and that’s great.

But in a world of chatbots and robocallers, the days of automation for automation’s sake are over.

The question now is:

Does each tool in your tech stack pull its weight to deliver a wow experience for your clients?

In this article, we break down all the key elements to consider to ensure you’re using real estate technology, apps and software that not only help you and your team save time, money and energy — but also help you exceed client expectations and keep the referrals and repeat business coming.

Here’s What We’ll Cover:

  • What Is a Tech Stack? And Why It Matters to Your Real Estate Clients

  • How to Create a Customer-centric Real Estate Tech Stack

  • Ready to Take the Next Step for Your Clients?

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What Is a Tech Stack? And Why It Matters to Your Real Estate Clients

A tech stack is an assembly of apps, software platforms, and other technology tools a company uses to manage its core business functions.

Most real estate teams don't have the time, budget, or expertise to build their own tech solutions and even if they did, building from scratch likely wouldn’t be worth the effort given the wide range of affordable tools in the market.

But not all tools are created equal, and with the increasing pressure on commissions and client expectations, it’s critical to choose the right ones.

Here’s why it pays to have the CX-friendly real estate tech stack

  • Break free of time-sucking manual tasks and get more time to focus on your clients

  • Better understand your clients by analyzing and reporting on key data

  • Get key insights into team performance to help deliver a consistent brand experience

  • Breaks the silos in your business and enable seamless collaboration between team members and clients

  • Get quick and easy access to your ongoing projects, documents and digital assets

If you’re here, you’re probably already using a CRM to help manage your leads and an email marketing system to send listing updates to your database. Or, if you’re more tech-bullish, you might even be using a smart retargeting tool like Ylopo and stitching your tech stack together with a little help from a tool like Zapier.

But when was the last time you audited your entire tech stack to make sure each piece works well together for the client’s end benefit?

Let’s take a minute to analyze the technology in play for each function of your business and make sure it’s pulling its weight on client experience.

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How to Create a Customer-centric Real Estate Tech Stack

In case you’re not already convinced, here’s some of the latest research on why client experience matters:

  • Firms that excel at customer experience grow revenues by 4% - 8% above their industry. (Bain and Company)

  • 73% of customers say excellent customer experience is critical in influencing their brand loyalties. (PWC)

  • Loyal customers are five times more likely to purchase again and four times more likely to refer a friend. (Qualtrics XM Institute)

  • Customer-centric companies are 60% more profitable than companies that weren't focused on the customer. (Deloitte)

And there’s plenty more data where that came from.

Considering that for agents in the game 16 years or more, repeat business accounted for 40% of their business and referrals were an additional 24%, you can't afford to add tools at random to your tech stack.

Instead, you need to carefully consider the role of each tool in helping you build the kind of client journey that leads to a healthy uptick in repeat business and referrals.

As we walk through each category of your tech stack, consider the following questions:

  • Does this tool make the client journey more fun and enjoyable?

  • Does it help reduce the friction of closing a sale or securing repeat business?

  • Does it answer a key question or remove a barrier for my client?

  • Does it free up my team’s time and energy so they can spend more time one-on-one with clients?

Let’s walk through the different tools you need in your tech stack and take a closer look at the list of client-centric must-haves in each category.

Customer Relationship Management (CRM) Platform

In case you’re new to the term, a real estate CRM helps businesses manage and organize customer data to centralize incoming leads, track lead nurturing activities and (if you use it right) increase the Customer Lifetime Value (CLV) of every individual in your database.

Rather than trying to use a patchwork email-plus-Excel-spreadsheet system for managing leads, a cloud-based CRM makes it possible for members of your team to access data on existing and potential customers straight from their mobile device.

This can be a gamechanger for busy agents who need to respond to leads between showings. Plus, by centralizing all your lead communication (whether that be email, text or phone), it’s much easier for team members to pick up where the other left off in case one person gets too deep in the weeds to follow up.

To deliver a truly client-first experience, your CRM should have the following features:

  • Great UI (user interface) to make it easy for less tech-savvy team members to use

  • Streamlined communication history with prospects and customers so you and your agents always know exactly who to follow up with and when

  • Clear data visualizations for where each lead is in the customer journey so you can help them take the next step

  • Simple tagging, team chat, or @ mention features to bring team members into the loop on client-specific tasks or questions

  • Fully responsive mobile app so agents can check in with leads and clients on-the-go

  • BONUS 1: A tracking pixel so you can see who’s been on your website and which properties they viewed.

  • BONUS 2: Group text messaging to engage with clients and their spouses, lenders, lawyers, etc.

Real Estate Lead Generation Technology

There are tons of digital lead gen tools out there, which only makes the decision about which ones to use that much harder.

Luckily, we’re here to help make it simple. No matter which lead gen tool you use, you really only need to look for two things:

  1. Does it align with your overall marketing strategy?

  2. Does it bring you closer to your ideal clients?

For example, if you’ve had the most marketing success on Facebook, you might look for a tool like Curaytor that has a website builder, landing pages, ad templates and more — all with a long track record of success on that specific platform.

Beyond that, there are some other important things to consider to make sure your lead gen tools are 100% optimized for CX.

You’ll want to look for:

  • Deeply customizable website builder to ensure brand consistency from A to Z of the client journey

  • Easy to automate and integrate with your website and CRM

  • Advanced targeting to narrow down on your ideal customer demographics and locations

  • Fully optimized for both desktop and mobile responsiveness

  • BONUS: Super smart AI that can make chatbots feel more relevant (and less like bots!)

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