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If you're managing your investor communications with spreadsheets, storing documents on Google Drive, and using your phone's reminders app to keep track of tasks, this article may come in handy.
Real estate investment CRM software is essential for any GP and real estate firm with more than a handful of investors. Without it, scaling your business will prove to be a nearly impossible task.
This article will cover the CRM software's main functionalities and learn how it helps optimize investor relationship management.
What is real estate investment CRM software?
CRM stands for Customer Relationship Management. CRM software allows users to manage their customers effectively.
When it comes to real estate investment management, CRM software helps firms manage investor rather than customer relationships. So, for the sake of accuracy, we can say that for investment CRM, the "C" stands for Capital, meaning - Capital Relationship Management.
With CRM, firms can keep their investor information, such as contact details, communications, portfolios, preferences, and more, in one place. Doing so allows firms to manage investor relationships much more effectively. They can extract any investor information they need and handle and track communications.
The benefits of investment CRM software
Now that we've established what real estate investment CRM is, let's talk about why it's such an integral tool for any firm looking to scale.
A CRM organizes and consolidates all investor-related information in one place, making it easier and faster to manage investor relationships, extract relevant data and handle investor-related tasks.
For each investor, firms can access the investment history, documents, and contact details of all their stakeholders (their accountant, business partner, and even family members).
Better communication and collaboration within the team
A CRM allows access to one centralized space for all team members and stakeholders who need to use it. Team members can update documents, information, and task statuses live from within the same platform. For example, say it's important to reach out to a certain investor at the end of every quarter. The task can be assigned to a specific team member as a recurring task.
These abilities allow firms to have complete control and visibility at all times over what needs to be done, who is responsible for each task, and the status of each task.
Lead management and marketing
Another benefit of a real estate investment CRM is its ability to streamline lead management and marketing.
With a CRM, firms can easily manage and track potential leads. They can identify potential (new or existing) investors who may be interested in specific offerings based on their information and track record. For example, say you want to promote an investment offering but only to investors who:
Invested in a specific deal;
Interacted with you in the past six months;
And have more than three investments with your firm.
Provided the CRM is advanced enough, a firm can easily extract the list of investors who fit the criteria and promote its offering with them. This ability enables marketing efforts to be more focused and cost-effective, so firms can close more deals with less marketing spend. Moreover, it helps firms to tailor the marketing materials to fit the investors they're targeting, increasing the probability of successful subscriptions.
Having a CRM also lets firms keep track of each lead's status, giving the firm a clear overview of their pipeline and helping them prioritize their marketing efforts.
A CRM is a powerful tool to provide invaluable insights and analytics on investor activity and investment preferences. By analyzing investor activity data, firms can also identify patterns and trends that may indicate shifts in the market.
Insights and analytics provided by a real estate investment CRM are helpful decisions on business strategy, marketing campaigns, property deals, and resource allocation.
CRM - a good, but partial solution for investment management
Real estate investment CRM software is essential for any GP or commercial real estate firm looking to manage its investor relationships effectively. By adopting a CRM solution, firms can improve efficiency, make more informed business decisions, and scale their business as it grows.
But CRM handles only one part of real estate investment management. One tool out of an entire toolbox, no matter how effective it may be, is still only a partial solution. To truly streamline investment management, CRM software should work together with an Investor Portal, fundraising abilities, and documentation and tax features, as part of a holistic, comprehensive solution.