CRM AppliCAtions CAn GReAtly iMpRove youR CoRRespondenCe
with potentiAl Clients And CustoMeRs
By Becca wilson, sphereXX.com president and ceo, and Katheryn FreeBerg, cpm®
Affordable Accountability
Customer Relationship Management (CRM)
software isn’t just a tool to improve your marketing to customers. It can actually track your leasing agents’
communications with potential clients who have inquired
about their properties—holding them accountable for the
timeliness, effectiveness and quality of their responses.
Many management teams resist accountability tools,
however. In fact, they actively dodge advancing technol-
ogy tools that create an accountability demand of their
performance. While those concerns are valid, worries
regarding the objective measurement of your firm’s suc-
cess and potential might outweigh any reservations about
accountability technology.
Bells and whistles
CRM is a targeted strategy used by companies to foster and
manage positive communication between businesses, their
clients and potential customers. Technology is an important piece of the CRM strategy because it not only facilitates communication, but it tracks interactions in a way that
