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As the business market has been evolving together with technology, companies need a technological management system able to organize information, monitor the business deal processes and manage clients. This happens because the focus is now on the human factor instead of being on the supply of data for the sales force.

The new marketing practices which are focused on the client and on his satisfaction have been assuming an important role and are, for many companies, real “triggers” to achieve positive results in financial terms. The adage that “a happy client is the best marketing there is” can be understood as the genuine recommendations a client makes to other persons.

And how important is mouth-to-mouth communication?
People are much more receptive to recommendations and opinions coming from their friends/acquaintances, than from the advertising and communication campaigns made by a company. Personally given information coming from someone within the potential client’s circle of trust increases credibility and boosts the purchasing transactions.

And how do I manage my clients?
The Customer Relationship Management is known as CRM. This client focused system allows you to manage a set of information that makes it possible to create specific offers of products/services for specific customers. As a consequence, and at the same time, these offers give clients a reason to buy again and aim to increase the loyalty of their clients.
In other words, CRM means being able to identify the preferences of your clients, understand their needs and find out the best ways to answer their requests. By permanently monitoring your clients, you will learn to deal with them and the link between clients and the real estate agency will be reinforced.

That said, the CRM may not be seen as an achieved goal. In other words, a well implemented CRM works as a mean to several ends:
- Create a preference for your real estate agency;
- Drive customers to do business with you;
- Increase the retention rate and your client’s loyalty;
- Improve your financial performance;

However, adopting a strategy set on CRM does not mean that you are going to be closer to the client. The key is learning to manage and explore the CRM. Looking at it as a changeable piece, the direction and the results should constantly be evaluated. You know, better than anyone else, that the real estate market changes, the perception of value changes, the type of client changes and the needs and preferences vary.

To optimize your relationship strategies with your clients you should start using the CRM in the best possible way, in all the departments of your real estate agency.

Everyone must work with a single purpose: the client.