Why Real Estate CRM Automation and Workflows Are Non-Negotiable in 2024

Let’s face it: the real estate world is moving fast. You’re probably juggling client meetings, property tours, paperwork, and countless emails.

The real question is, how do you keep up without burning out? Enter CRM automation and workflows—two powerful tools that have become non-negotiables for any real estate agent who’s serious about staying ahead.

From keeping your leads organized to automating client communication, these systems can help you reclaim time and grow your business. And trust us, the data backs it up.

Take, for example, the stat that 63% of top-performing sales teams use CRM automation to boost productivity and streamline processes (Salesforce). That’s over half of the best in the industry—real estate or otherwise—saying that automation is part of their success formula. So if you’re ready to learn how automation can help you close deals, save time, and focus on what truly matters, keep reading.

What is CRM Automation, and Why Should Agents Use It?

CRM automation might sound like tech-speak, but it’s actually pretty simple: it’s about using technology to take care of repetitive tasks so you can spend more time with your clients. Imagine a tool that helps you keep tabs on client details, follow up with leads, and prioritize high-value contacts without lifting a finger.

That’s CRM automation at its best.

As Chuck Richards, Senior Product Manager at Real Geeks, explains, “Automation inside a CRM is a series of actions the system performs to help the user manage relationships.”

From updating lead data to setting reminders for follow-ups, automation works like an invisible assistant, giving agents the bandwidth to focus on the human side of real estate.
And the impact is significant. According to recent data, CRM automation users see a 41% increase in revenue per salesperson and a 29% productivity boost (SuperOffice).

Agents often share stories about how automation made a difference in their business. Some have mentioned leads that took years to convert, but thanks to the automated, personalized content, those clients eventually reached out when they were ready. Others talk about getting referrals from clients they’d only communicated with through automated messages.

The takeaway? CRM automation isn’t just helpful—it’s a game-changer for real estate agents focused on nurturing long-term relationships.

Does Automation Feel Too Robotic? Here’s Why It Doesn’t Have To.

One of the biggest concerns about CRM automation is the fear of sounding like a robot. We get it—real estate is a relationship business, and a message that feels scripted can come off as impersonal.

However, modern CRM tools offer high levels of customization. Chuck highlights this point, saying, “You can create templates, texts, videos, and other content that still sound like you.”

The truth is, automation tools are designed to help you stay personal without the time drain. And it’s not just anecdotal—83% of real estate agents say that CRM tools are crucial for nurturing client relationships (RealEstateSurvey). By creating content in your own words and style, you ensure your clients still feel that personal touch.

Adding quick personal videos or voice notes also adds to the authenticity of automated touchpoints. Clients want consistency, and automation allows you to deliver just that without losing your personal touch.

Breaking Down Automation and Workflows: What’s the Difference?

“Automation” and “workflows” are often used interchangeably, but they’re not quite the same thing. While CRM automation can handle a broad range of tasks (think record-keeping and lead scoring), workflows are a type of automation specifically focused on lead communication.

A CRM workflow is a series of pre-defined communication steps. Let’s say a potential buyer saves a property on your site.

A workflow could be set up to automatically email them similar listings over the next few days. It’s a tailored, step-by-step process that engages leads based on their activity. And these workflows make a real difference—agents who set up CRM workflows report a 28% higher lead engagement (InsideSales).

The beauty of workflows lies in their ability to be highly specific. Agents can create workflows that target leads based on actions, like viewing a property multiple times, and customize the steps that follow based on each lead’s level of interest. It’s as if you’re guiding leads through their journey without being physically present.

When to Use Workflows vs. Email Blasts

Knowing when to use a workflow instead of an email blast can increase engagement.

Chuck’s advice? Use workflows for long-term engagement and email blasts for urgent announcements.

For instance, a monthly market update could be part of a workflow, while a time-sensitive message like an open house announcement works better as an email blast.

The takeaway is to use workflows for routine, non-urgent communication and email blasts for real-time updates. Following this approach keeps leads informed without overwhelming them.

The Key to Workflow Success: Experiment and Optimize

The best part about using CRM tools is the ability to continually refine them. Chuck suggests agents review and tweak their workflows every week. By doing this, agents can test small changes like sending messages at different times or updating email content for relevance. A weekly review helps keep the system optimized, ensuring workflows always feel fresh and engaging.

Conclusion: CRM Automation as a Competitive Advantage

CRM automation isn’t just about making your life easier. It’s a competitive advantage, helping agents improve lead conversion rates by as much as 45% (Salesforce). In a crowded field, CRM automation and workflows can set you apart by delivering consistent, personalized service that keeps clients engaged. And with the right system, you can keep refining your approach until it’s nearly perfect.

For a step-by-step guide to implementing CRM workflows and automation, check out our in-depth article here.