PRED CRM Guide for Real Estate Brokers

PRED CRM Guide for Real Estate Brokers

Organize your contacts. Follow up with purpose. Build stronger client relationships.

A practical guide for using CRM in your daily real estate practice

As real estate brokers, we meet many people: property owners who may want to sell, buyers comparing their options, colleagues looking for properties, and past clients who may need our help again someday.

The challenge is remembering who needs what, what you have already discussed, and what you promised to do next.

PRED’s Customer Relationship Management system, or CRM, helps you organize that information so you can serve clients consistently and manage opportunities more effectively.

A note about this guide: PRED CRM has just launched. This is a practical guide based on its purpose: organizing clients, prospects, follow-ups, listings, activities, and transactions. Screen labels and available features may differ from the examples below. Where a feature is unavailable, use the closest available notes or tracking option.

1. What is a CRM, and why should a broker use one?

A CRM is a system for tracking your professional relationships and the work connected to them.

Think of it as your organized working notebook. For each client or prospect, it helps you answer:

1. Who is this person?

2. What are they looking for or offering?

3. How did we meet?

4. What did we discuss?

5. What should I do next, and when?

Without a consistent system

You might have a buyer’s number in your phone, their budget in a Viber message, their preferred location in a notebook, and a reminder somewhere in your calendar.

With a CRM routine

You bring the important details together, record your latest conversation, and identify the next step. When the client contacts you again, you can pick up where you left off.

The CRM does not replace the personal relationship. It helps you take better care of it.

2. Who should you keep track of?

Start with the people you are actively working with. You can gradually add other contacts as your practice grows.

Contact

Information useful to your practice

Buyers

Preferred location, property type, budget, financing plan, timeline, and next action

Sellers

Property details, asking price, selling motivation, authority to sell, document status, and next action

Landlords and tenants

Rental requirements or property details, preferred terms, timing, and next action

Fellow brokers

Location, specialization, possible cooperation or referral, and next action

Other professionals

Their field of service, contact details, and how they may assist a client

Past clients

Property or transaction served, after-sales concerns, and appropriate future follow-up

A contact may fit more than one category. For example, someone buying a new home may also need to sell their current property.

3. Getting started: Build your first useful records

You do not need to enter your entire contact list on the first day. Begin with five to ten people you are currently assisting.

Step 1: Gather the information you already have

Look at your recent inquiries, messages, calls, and active transactions. Identify:

• Buyers waiting for property recommendations

• Sellers who have asked you to market a property

• Clients with pending viewings, offers, or documents

• Brokers with whom you have discussed a possible transaction

Step 2: Create or update a contact record

Open the CRM in your PRED account and use the available contact or lead option. Enter the information the system asks for and the details you need to serve the person.

A useful starting record includes:

• Name and preferred contact details

• Contact type, such as buyer or seller

• How the person reached you

• Their main requirement or property details

• The date and substance of your latest conversation

• The next action and target date

Use the available fields; if a specific field is not offered, keep a short, clear note where appropriate.

Step 3: Check before creating a duplicate

Before adding a person, search your existing records. The same client may have contacted you through Facebook, your PRED listing, and a referral.

Keep their information together where possible so you have one reliable history to review.

Step 4: Finish every record with a next action

A name and phone number alone are not enough. Ask yourself:

“What is the next useful thing I can do for this person?”

Examples:

• Send two suitable listings.

• Confirm a viewing schedule.

• Ask the seller for updated property documents.

• Follow up on the buyer’s financing status.

• Update the owner on marketing activity.

Write a specific action and date rather than simply writing “follow up.”

4. How to record a buyer inquiry

When a buyer asks, “Available pa po ba?” it is tempting to answer only “Yes.” Use the inquiry to start a helpful conversation.

Information to gather

You do not need to ask everything at once. Begin with the essentials and learn more as the relationship develops.

Question

Why it helps

What location do you prefer?

Helps you narrow the search.

What type of property do you need?

Helps you identify suitable options.

What is your approximate budget?

Helps avoid sending unsuitable listings.

How do you plan to pay?

Helps you understand whether financing may be needed.

When do you hope to buy or move?

Helps you agree on a reasonable pace.

Who will make or participate in the decision?

Helps you plan viewings and discussions.

What are your must-haves?

Helps you distinguish necessities from preferences.

Sample buyer record

Client: Maria Santos
Interested in: House and lot in Silang or General Trias, Cavite
Budget: Around ₱5 million
Requirements: Three bedrooms; accessible to schools
Payment plan: Considering bank financing
Timeline: Within six months
Latest conversation: Asked for properties with a ground-floor bedroom.
Next action: Send two suitable options by Thursday; ask which one she would like to view.

The example is fictional. The purpose is to show how a short record can make the next conversation more useful.

Turn the record into service

Before sending a listing, review the buyer’s requirements. Explain why you selected the property:

“Hello, Ms. Santos. I’m sending this option because it is within your preferred area and has a bedroom on the ground floor. Please let me know if you would like more details or a viewing.”

Record the response and agree on the next step.

5. How to record and serve a seller

A seller relationship involves more than uploading a property. The CRM can help you remember the owner’s goals, the information you need, and the updates you promised.

Details to organize

• Owner’s name and contact information

• Property location and type

• Asking price and any agreed pricing discussion

• Reason and preferred timeline for selling

• Property occupancy and viewing arrangements

• Documents received and documents still needed

• Whether you have authority to market the property and its terms

• Marketing activities and inquiries

• Next seller update

Before marketing, verify the owner’s identity and authority, review the relevant documents, and agree on the scope and terms of your engagement. Use your professional judgment and seek appropriate assistance for issues requiring further verification.

Sample seller record

Client: Roberto Cruz
Property: Residential lot in Los Baños, Laguna
Seller’s goal: Sell within the year
Current action: Review property information and discuss pricing.
Documents: Initial copies received; verification and further review pending.
Next action: Schedule a discussion with the owner on Tuesday.
Next update: Provide a summary of agreed marketing steps after the discussion.

Keep sellers informed

You do not have to wait for an offer before communicating. A short update can include:

• Marketing activities completed

• Number and quality of inquiries, where known

• Viewing feedback

• Questions or concerns raised by buyers

• Suggested next steps

For example:

“Good afternoon, Mr. Cruz. This week I received three inquiries and one request for additional information. Two buyers asked about access to the property. I suggest we confirm the available access details before arranging the next viewing.”

Record the update and the seller’s response.

6. Track where each opportunity stands

A client’s needs change over time. A buyer who only wanted information last month may now be ready to view. A seller who was preparing documents may now be ready to market.

Use the statuses available in PRED to reflect the current situation. If the system offers different labels, choose the closest one and use your notes for details.

Example stage

What it means

Your next action

New inquiry

Someone has expressed interest.

Respond and learn what they need.

Follow-up

You have spoken, and another action is needed.

Complete the agreed action on time.

Qualified lead

You understand the person’s needs and can determine a suitable next step.

Recommend options, arrange a meeting, or continue discovery.

Viewing or discussion

The client is evaluating a property or service.

Confirm arrangements and gather feedback.

Offer or negotiation

The parties are discussing possible terms.

Communicate clearly and document agreed next steps.

Transaction in progress

The parties are working through the agreed process.

Monitor responsibilities, documents, and deadlines.

Completed / after-sales

The immediate transaction has concluded.

Follow through on outstanding matters and maintain the relationship appropriately.

These are suggested working stages, not a claim that each is a separate PRED button or automatic status.

When should you update a record?

Update it after a meaningful development:

• You speak with the client.

• A viewing is completed.

• The buyer changes the budget or preferred location.

• A seller changes the asking price or instructions.

• An offer is made or declined.

• A document or approval is still pending.

• The client asks to be contacted later.

A brief note written immediately is more useful than a detailed note you intend to write later but forget.

7. Build a follow-up habit that clients appreciate

Following up means helping the client move forward, not simply asking, “Any update?”

Use the “last action–next action” method

After every conversation, capture:

1. What happened?

2. What did the client need or decide?

3. What did I promise to do?

4. When should I do it?

Example:

Last action: Buyer viewed a townhouse on Monday.
Feedback: Likes the location but wants to compare parking space.
Next action: Send parking dimensions and another comparable option on Wednesday.

Examples of useful follow-ups

After an inquiry

“Hello, Ma’am/Sir. Thank you for your inquiry. May I know your preferred location and budget so I can check which properties may suit your needs?”

After a viewing

“Thank you for visiting the property today. What did you like about it, and is there anything you would like me to clarify before you decide on your next step?”

For a seller

“I would like to update you on the inquiries received and discuss the feedback from prospective buyers. When would be a convenient time for a short call?”

When a buyer is not ready

“Thank you for letting me know that you plan to revisit your search in three months. With your permission, I’ll check in around that time. Please feel free to message me earlier if your plans change.”

Respect the client’s preference

Ask how and when the person prefers to be contacted. Avoid repeated messages when they have asked for time or said they no longer wish to receive updates. Record that preference so you can respect it consistently.

8. Use PRED listings and analytics to support your CRM work

Your professional presence, property listings, inquiries, and client follow-through work best as one routine:

Professional profile → Property listing → Inquiry → Client conversation → Follow-up → Transaction → After-sales

For example:

1. A buyer sees a property you have listed.

2. The buyer contacts you for information.

3. You record the inquiry and their requirements in the CRM.

4. You send relevant information and arrange a viewing.

5. You note the feedback and agree on the next step.

6. You continue to update the record as the opportunity develops.

Depending on the available PRED features, you may need to enter some information yourself. Do not assume an inquiry or listing is automatically linked to a CRM record unless you can see that it has been.

Make analytics useful

Where your subscription and dashboard provide page or listing analytics, use them to ask better questions:

• Which listings are attracting attention?

• Are people viewing a listing but not making inquiries?

• Are your photos and descriptions clear?

• Are you receiving inquiries from the audience you intended to reach?

• Are you responding and following up with those who inquire?

A view is an indication of interest, not a guaranteed lead or sale. Combine what you see in analytics with actual conversations and feedback.

9. A practical daily and weekly routine

You do not have to spend the whole day encoding. Start with a short, consistent routine.

Every morning: Plan your day

Spend approximately 10–15 minutes reviewing:

• New inquiries

• Follow-ups due today

• Viewings or calls to confirm

• Pending seller updates

• Any transaction item that needs attention

Choose your three most important actions for the day.

During the day: Update as you work

After a call, message, or viewing:

1. Record the meaningful outcome.

2. Update the contact’s requirements or status if needed.

3. Write the next action and date.

Before the end of the day: Close the loop

Spend another 5–10 minutes checking:

• Did I respond to today’s inquiries?

• Did I complete what I promised?

• Does each active client have a clear next step?

• What needs to move to tomorrow?

Once a week: Review your practice

Set aside 20–30 minutes to review:

• Buyers who need suitable properties

• Sellers who are due for an update

• Opportunities that have stalled

• Viewings completed and feedback received

• Outstanding documents or transaction tasks

• Past clients who may need after-sales assistance

• Listings that may need updated information

The time estimates are suggestions. Adjust them to your workload.

10. Use the CRM for your different lines of work

If you are prospecting for listings

Keep track of property owners you have met or who have expressed interest in selling.

Record:

• How you met

• Their property and general plans

• Whether they are ready to discuss an engagement

• What information you promised to provide

• When they agreed you may contact them again

Your objective: Be ready to help when the owner is prepared, while respecting their timing.

If you are prospecting for buyers

Keep track of inquiries from your network, referrals, marketing, and property listings.

Record:

• Their requirements

• Their buying timeline

• The options sent

• Their feedback

• The next helpful action

Your objective: Recommend suitable properties and avoid sending the same unsuitable options repeatedly.

If you work with fellow brokers

Record cooperation discussions, the property or buyer involved, and agreed next steps. Confirm important terms, including any referral or commission arrangements, in writing with the parties concerned.

Your objective: Make cooperation clear and professional.

If you have completed a transaction

Record any after-sales follow-up you have agreed to provide, such as checking on a pending document or helping the client locate an appropriate service provider.

Your objective: Continue serving the client and maintain the relationship without assuming the transaction is fully resolved when follow-up items remain.

11. Protect your clients’ information

Clients entrust brokers with personal and sometimes sensitive information. Treat the CRM as a professional record.

• Collect and record information that is relevant to your work.

• Explain the purpose when requesting information and respect the client’s communication preferences.

• Avoid placing passwords, banking credentials, or unnecessary sensitive details in notes.

• Use a strong password and keep your account access private.

• Check the recipient before sharing documents or contact information.

• Verify changes to payment instructions through a trusted channel before acting.

• Follow applicable privacy requirements and your organization’s policies.

When recording document requirements, you can often note what is pending and who is responsible without copying unnecessary personal details into the CRM.

12. Common mistakes to avoid

Mistake

Better habit

Adding names without recording their needs

Write why the person contacted you and what they need.

Using vague notes such as “interested”

Record the property, budget, timing, and relevant feedback.

Leaving out the next action

Add a specific task and target date.

Treating every inquiry as ready to buy

Ask about the client’s actual situation and timing.

Following up too frequently

Agree on an appropriate time and communication channel.

Failing to update changed requirements

Review the record before recommending another property.

Keeping duplicate records

Search first and keep the contact’s history together where possible.

Recording confidential information unnecessarily

Keep only what you need for a legitimate professional purpose.

Waiting until a deal closes to update the CRM

Record progress throughout the relationship.

13. Your first seven days with PRED CRM

Day

Action

Day 1

Explore the CRM and identify its available fields, statuses, and options.

Day 2

Add or update five active buyers, sellers, or other contacts.

Day 3

Add each person’s requirements and latest conversation.

Day 4

Write a specific next action and target date for each active record.

Day 5

Complete two or three useful follow-ups and record the outcomes.

Day 6

Review your active listings and identify which clients may benefit from relevant options or updates.

Day 7

Review what you learned, update outstanding actions, and plan the coming week.

Start small. A well-maintained record for five active clients is more useful than a long list of names with no follow-through.

A final reminder for brokers

A successful real estate practice is built on trust, professional service, and consistent follow-through. PRED CRM can support all three when you use it as part of your daily work.

After every meaningful conversation, remember:daily

Record what you learned. Agree on the next step. Follow through.

That simple habit can help you serve your clients more thoughtfully and build a more organized, productive practice.