You may have acknowledged the need for a CRM or recognised that your existing CRM is not doing what it should. The next challenge is bringing others on board. But change is not easy. Even change for the better. And if your estate agency has a status-quo culture, you could certainly face some resistance. Whether you are an agency with one office, an agency covering a specific region, or a national agency with offices across the country, you will need a strategy for getting people on board.
1) Create a community of key stakeholders across your agency and bring the right people in at the right times throughout planning, evaluation, and implementation.
2) Illustrate business value in terms of where things are currently going wrong, or where there is room for improvement. If you are saddled with an underperforming CRM – or outdated, labour-intensive processes – achieving buy-in to a better solution should go more smoothly.
3) Speak openly with colleagues about the challenges the business is facing and encourage them to do the same. Link those challenges with objectives and in turn, review CRMs based on those objectives.
4) Demonstrate personal value for decision-makers through targeted messaging. A CFO, for example, is more likely to care about the total cost of ownership (TCO), revenue projections plus integrations with billing and compliance systems. A Marketing Manager will tend to be more concerned with inbound and outbound marketing, lead management, marketing automation, and social.
5) Demonstrate personal value for end users through targeted messaging. For example, a Sales or Branch Manager might want to know how a CRM can help them manage their sales team or win instructions. A Lettings Administrator, by contrast, will be more interested to hear how it will help them to arrange gas and electric safety checks, or draw up documents for new tenancies. When a CRM does what it should, it empowers your teams to become more productive. It reduces repetitive tasks, helps them to stay compliant, and ultimately supports them in achieving their goals.
6) Invite feedback as you expand outreach, bringing the right people in at the right times through planning, evaluation, and implementation.
7) Find your champions by connecting with key stakeholders across the organisation and drawing on their voices to support your cause.