Real estate software provider planetRE has updated its customer relationship management (CRM) platform with lead generation and social media marketing tools for real estate agents and brokers.

PlanetRE’s Socialite CRM launched last year as a "single sign-on" (SSO) platform that combines social media relationship management on Facebook, Linkedin, and Twitter with paperless transaction management.

The new tools include agent-branded Internet Data Exchange (IDX) websites with features such as advanced property search, market statistics, community information, neighborhood mashups, integrated lead capture, routing with redundancy removal, and property alerts, the company said.

PlanetRE first rolled out IDX websites targeted to residential property rentals and management professionals in May.

The platform also allows an agent to cross reference prospective clients and their shared networks with friends on the agent’s network to look for common connections; to create branded marketing campaigns with property fliers, electronic cards, emails, instant messages or social media posts, and track which recipients have opened and viewed a campaign; to chat with leads on Facebook and save each conversation; and to plan events such as open houses and have attendees RSVP on social media.

Through a dashboard, agents can also see feeds of their leads’ social media activity on Facebook, Twitter and LinkedIn. Through predictive analytics, the company uses transaction data and chat logs to assess how likely a client is to close a transaction and therefore where agents should be spending their resources for a better return on investment, planetRE said.

"Marketing is the science of what people want, but until recently it has been a science of imprecision. Instead of looking at consumers as demographic blots, the Socialite platform applies analytic rigor to see consumers as they are — as individuals and define new standards in customer relationship management," said Subrao Shenoy, CEO of planetRE, in a statement.

Socialite CRM includes an online offer and disclosure center that supports DocuSign electronic signatures as well as document management, transaction audits and secure storage. The CRM is accessible via mobile browsers, iPhones or Android smartphones.

At the individual agent level, a monthly subscription to the platform costs $99 per month; at the broker level, the cost is $69 per month per agent if the whole company signs up.

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