The main objectives of customer relationship management (CRM) for home builders is to create a system that captures every lead, nurtures the relationship through automated sales processes and email marketing, and moves the prospect through the sales funnel to write a contract. While much energy and time is spent on converting leads to buyers, we mustn’t overlook the critical phase of contract to close, and the communication and data management that goes along with it. Whether your sales teams handle this directly or you have a separate closing department, home builder sales software offers a comprehensive, one-stop solution to manage the process.
Here are five main areas where CRM is effective at automating contract to close:
1. Inventory Availability & Deal Status
2. Options & Upgrades
3. Contract Management
4. Deposit Management
5. Document Storage
If you are selling more than one building or community, and employ more than one sales agent, having a central database to store real-time inventory availability and deal status is both a time and deal-saver. Sales agents can quickly pull availability and confidently present the information to a prospect. Automated report distribution further simplifies the process by emailing availability to sales teams each morning before they begin their workday.
Without an automated system, sales agents, designers and the construction team often rely on a myriad of spreadsheets to track inventory and options information. Lasso CRM offers a central place to not only store and report this info, but also to manage buyer feedback, preferences and correspondence along the way. Documents can be saved and attached to the buyer profile for quick and easy reference.
It is equally important to maintain constant communication with a buyer once they’ve written a contract. With CRM, you can create a follow-up process to keep buyers abreast of weekly construction updates and community events to build their excitement about their new home. Even once a buyer has closed, use the email marketing feature of your CRM to maintain that relationship via community newsletters or special referral incentives.