4 CRM Myths That Are Killing Your Pipeline

It’s Caroline again, resident CRM expert at Performance Coaching.

I talk to a LOT of agents about CRM, and there are 4 big myths that come up again and again—and hold people back from achieving their business goals. It's about time I debunk them for you.

1. CRM is too complex.

It’s true, modern CRM software has a ton of features and capabilities. It can be overwhelming.

But in the end, there’s only ONE THING your CRM needs to do…

Tell you who to reach out to every day.

Until you’re checking in with everyone in your database every 90 days, none of the bells and whistles matter.

Ultimately, your CRM is just a tool to help you build relationships…because without strong relationships, you’re doomed to chase deals forever.

2. Building relationships is too time consuming.

When we talk about building relationships, agents get visions of taking clients out to dinner every night.

Relax—all it takes to work your CRM is one hour a day.

One hour a day to make a short “hi-how-are-you” phone call to each person in your database, every 90 days…that’s all it takes to stay top of mind and make the people in your database feel valued.

You know what takes a lot MORE time?

Chasing deals.

3. There are other ways to stay top-of-mind.

Lots of agents tell me they stay top-of-mind by sending out postcards or running ads. You can certainly do those things, but let me be clear…

None of that matters unless you’re connecting with people on a personal level.

That means one-on-one conversations, preferably in real time.

Because putting your name and face in front of someone is not enough. If you want them to call you when they’re ready to buy or sell, they need to TRUST you.

And that starts with showing that you understand them—that you know who they are and what’s going on in their lives. 

No postcard or ad will ever do that for you

4. I’m doing fine—I don’t need to worry about CRM.

Maybe you’re happy with how your business is going. I know agents who have been in the business for 20+ years and done very well without ever really leveraging their CRM.

But even those agents are leaving a TON of money on the table.

Because if you’re not staying in touch with the people in your database, they are probably never going to call you. All those contacts look impressive, but they’re not actually worth anything because they’re not real relationships.

If they were, your job would be a lot easier.

The more real relationships you have, the less you have to chase, because the deals come to you.

Beware: these myths will keep you on the deal-chasing hamster wheel if you let them.

Used correctly, your CRM will bring deals to you effortlessly, in the form of repeat and referral clients who trust and value you.

But as long as you make excuses not to master your CRM and use its full power, you'll be stuck chasing after strangers, which is a LOT harder.

If you want help on your CRM journey, we're here for you. We offer one-on-one CRM coaching, as well as a CRM Bootcamp that runs twice a year. Plus, CRM is a perennial topic in all our ongoing coaching programs.

It doesn't matter where you are in your CRM journey. Maybe you have 20,000 contacts, or maybe you don’t even have a CRM at all.

We’ll meet you wherever you are and show you the absolute easiest, most effective way to use this incredibly powerful business-building tool.