Commercial Real Estate CRMs: Do Expectations Match Reality?
Not long ago real estate professionals relied on a paper Rolodex to track their contacts. The technology revolution brought us new ways to communicate, and with that, the first digitized contact database started in 1986. The earliest version of customer relationship management (CRM) software first hit the scene in the 90s with the intent to automate sales force processes. Since those early days, CRMs have evolved into a tool 48 percent of commercial real estate brokers consider a top technology and another 49 percent plan to adopt in 2018, according to an industry survey. Has the promise of CRMs held up to the reality of what they do?