Mastering Real Estate CRM Automation and Workflows: Podcast Highlights with Chuck Richards

A few months ago, we invited Chuck Richards, Senior Product Manager at Real Geeks, onto our podcast to cover real estate CRMs, why they’re essential, and how they can help grow your business. The episode struck a chord, so we invited Chuck back to dive deeper into CRM automation and workflows. This time, he shows agents how these tools can transform their productivity and help them focus on work that truly drives results.

If you’re a real estate agent seeking to focus on tasks that deliver real impact, mastering CRM automation is key. Research shows that 63% of top-performing sales teams already use CRM automation to save time on repetitive tasks and increase productivity. Let's break down the takeaways from our latest episode, The Fundamentals of Real Estate Workflows and Automations with Chuck Richards.

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

When asked about digital automation, Chuck says, “The answer seems simple on the surface, but as the technology continues to evolve, it becomes a little bit more complex to define.”

A better question might be: What is automation inside a CRM?

Automation inside a Customer Relationship Manager refers to a series of activities that the system performs automatically to help the main user further relationships with leads in the platform. These activities include updating lead information, analyzing data, prioritizing leads, triggering workflows based on lead actions, and alerting CRM users to new opportunities.

For agents, CRM automations are a productivity booster. By handling repetitive tasks that would otherwise take hours or days to manage, CRM automations free up time to focus on personal touches that can’t be automated. Statistics show that CRM users see a 41% increase in revenue per salesperson and a 29% improvement in productivity on average.

Chuck recalls instances of agents sharing stories about leads who took years to buy but appreciated the ongoing information the agent provided through automation. Other agents have shared stories of referrals from leads who may not have bought themselves but valued the automated communication enough to recommend the agent to friends and family.

Is This All Too Impersonal?

When agents hear about automation, one of their main concerns is that letting a system handle communication could feel too impersonal and harm rapport with leads. But, as Chuck points out, automation today offers far more flexibility.

"The cool thing about the tools that are out there now is the customization," he says.

Yes, the system might be sending the messages for you, but you’re the one writing them. You can create email templates, texts, videos, and other content that match your voice, style, and personality. Rather than changing who you are, automation lets you scale up your approach while keeping it personal.

And this approach is gaining traction—83% of real estate agents say that nurturing client relationships with CRM tools is key to their success. With a tailored message, automated touchpoints feel just as personalized as one-off interactions.

Automation vs. Workflows

"Automation" and "workflows" are often used interchangeably, but there’s a difference. Chuck puts it simply: workflows are all automations, but not all automations are workflows.

While CRM automation handles a range of tasks—like record-keeping, analyzing lead activity, sending alerts, and generating priority lists—workflows are automations that specifically handle lead communication. A CRM workflow is a series of communication steps that the system will automate between you and your leads to move a relationship forward.

These workflows can be triggered by lead actions or demographic data, allowing agents to target each lead based on specific behaviors or characteristics. This means CRM workflows can serve as a silent partner, nudging leads toward active engagement without extra effort from you.

Workflows vs. Email Blast: When to Use What?

When should agents consider using a workflow versus a one-time email blast? Chuck’s advice is simple: the urgency of the message should dictate the format.

Routine updates like monthly Market Activity Reports are well-suited for workflows. Adding a quick video of yourself breaking down the data makes this feel even more personal. On the other hand, time-sensitive updates like an upcoming Open House, holiday greetings, or pricing changes are better suited for a one-off email blast, ensuring leads receive the message when it’s most relevant.

How to Use Workflows and Automation in Real Estate

So, how can agents use CRM workflows and automation effectively? Chuck provided specific tips for both beginners and seasoned CRM users, making it accessible for all skill levels.

Workflows & Automations for Beginners

1. Define Your Specialty: Targeting a particular group can yield powerful results. Decide if your niche is first-time buyers, newly built communities, or investment properties. Focusing on a specific group allows for tailored messaging that resonates from the first contact.
   
   
2. Set Up a Welcome Workflow: When new leads enter your CRM, ensure you have a short sequence of emails and texts ready to re-engage them. The goal here is to stay top-of-mind and deliver value based on their interests, especially if they aren’t ready to move forward yet.
   
   
3. Choose Your Workflow Triggers: Most CRMs allow you to set workflows based on lead actions, like favoriting a property or going inactive for a set period. By keeping workflows responsive to actions, you can offer a customized journey that adjusts to each lead’s level of interest.

By the way, we have an entire guide on How to Write Real Estate Workflows, and an article on Greg Harrelson's 5 Best Performing Real Estate Workflows that you should definitely check out.

Advanced Real Estate Workflows & Automation Tricks

Experienced agents know that CRM automation can help with more than just lead communication—it can also improve personal productivity. Chuck shared an example of one agent who even set himself up as a “lead” to receive reminders and alerts, using automation to manage his own tasks like updating website content or preparing for upcoming events.

Successful agents avoid “set-it-and-forget-it” workflows. They dedicate time each week to refining short, highly relevant workflows that keep leads engaged and encourage conversation.

This mimics Greg's advice on our The Rules of Modern Real Estate Workflows article.

According to recent surveys, real estate agents who regularly adjust their CRM workflows see a 28% higher engagement rate with leads. This aligns with Chuck’s advice to schedule weekly reviews, testing small adjustments to boost relevance and optimize workflow performance.

How to Improve Workflow Performance Through Experimentation

Real estate workflows aren’t one-size-fits-all. Expert Greg Harrelson, for example, advocates for short, personal workflows with a high touch rate, while Chuck sees the benefit of longer workflows for leads who want passive updates. Both approaches have value depending on the audience.

In the end, each audience is unique, and experimentation is essential. Dedicating time each week to review and test workflow performance is a must, whether you’re launching new sequences or simply improving the ones already in place.

The goal? Creating a well-rounded set of workflows that build meaningful connections with each segment of your audience. Testing, optimizing, and improving workflows should be an ongoing process, with the end goal being consistent engagement and measurable ROI.

Final Thoughts: Why CRM Automation Matters for Real Estate Success

Today’s real estate landscape is more competitive than ever, and CRM automation can be a powerful tool for agents looking to stay ahead. With more agents embracing automation, the benefits are clear: saved time, increased productivity, and a more focused approach to building client relationships. Real estate agents who have invested in CRM tools report a 45% improvement in lead conversion, emphasizing the importance of incorporating automation into day-to-day operations.

By experimenting and optimizing workflows to best fit your audience, you’ll be better positioned to capture more opportunities, increase engagement, and stay top-of-mind with your leads. Until every workflow drives engagement, there’s always room for improvement.

Stay tuned for more advice from industry experts by subscribing to our podcast on Spotify, Apple Podcasts, or our YouTube channel.