One of real estate’s most popular customer relationship management platforms, Contactually, now allows users to track details about how they follow up with their contacts.

“Activity Insights” automatically logs agents’ emails, meetings and other activity monitored by the Contactually platform. Android phone users’ texts and phone calls are automatically logged, too, but agents with iPhones must use the Contactually mobile app to record their work.

While the new tool gives individual agents a window into how well they’re cultivating relationships, its real power is the insight it gives brokerages and team leaders that helps them coach up their agents, according to Contactually co-founder and Chief Operating Officer Tony Cappaert.

Tony Cappaert

Tony Cappaert

Brokers and agents are increasingly using high-powered CRMs like Contactually to closely monitor their contact databases, helping them route leads automatically to team members, follow up with leads immediately, launch drip-email marketing campaigns and integrate with other tech platforms.

As CRMs become more sophisticated, brokers and agents can be more scientific in how they cultivate leads and contacts. This helps them, in theory, increase their conversion rate, a critical component of maximizing their lead generation spend, especially online.

With Contactually’s new tool — available to its “pro” customers — broker and team leader users now get an at-a-glance view of their agents’ relationship-building activity, individually and as a group.

Assessing frequency of contact and other factors, the tool’s “relationship” feature rates agents by the number of their strong, fading and weak relationships.

Team view of Contactually’s new relationship-grading feature.

Activity Insights’ other features help brokerages, team leaders and agents drill down further into their contact follow-up metrics:

  • “Activity” breaks down how agents are connecting with their spheres: by email, meetings and calls.
  • “Reach” measures how many contacts agents touch base with each day.
  • “Responses” tracks the rates at which consumers open, click and respond to agent emails.

Team leader view of the “Activity” view of Contactually’s new tool.

Ultimately, Contactually wants to give agents the data they need to assess what kind of follow-up, when and to whom, will yield the best return on their relationship investments, Cappaert said.

Over 6,000 agents and 500 brokerages use Contactually, according to Cappaert.

Email Paul Hagey.

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