Editor's Note: The Disruptor Roundup analyzes companies implementing unconventional models.
Customer relationship management systems—or CRMs—gained popularity in the late 1990s, largely due to the work of companies like IBM. Since then, agents have come to rely on the software to maintain relationships with clients; however, new products such as Curaytor, which we are taking a closer look at in this article, point to a shift in the way REALTORS® may use their CRMs in the not-so-distant future.
This full-service digital marketing company developed their Convert product to connect to users' own CRMs to pinpoint the leads that are most likely to convert to closed deals, all within an easy-to-use platform.
"We saw a need for a conversion manager, rather than a customer relationship manager, which is the genesis for Convert," Chris Smith, co-founder of Curaytor, tells Housecall. "So, we decided to lighten the CRM load by dropping the 'R' because, let's be real, no system will ever help you with a customer relationship. That needs to happen in an 'offline' human contact, not via an 'online' interaction."
Convert shows agents who's reading particular content and how engaged they are in real-time, ranking each lead on a points system. The product also allows them to open each lead's information card within Convert to easily access information, such as the source of the lead and number of days in the database.
Convert also allows agents to receive relevant alerts, making following up with leads a potentially simpler and more engaging process.
However, for many—especially those dealing with a high volume of clients—Convert could become an unwanted step in reaching out to clients. CRMs are an invaluable tool in real estate, and many years of data input can go into building them—Curaytor will need to work carefully with established CRM companies so as not to alienate themselves.
Although CRMs likely won't be going anywhere in the near future, agents should expect to see more disruptors in the space—more products on the market that offer to assist in lead conversion and overall management of their massive databases.
Agents, are you already using Convert or a similar product?