IDX feeds into CRMs are Trending

CRMs are all about making us more efficient in what we do. The more you can do from within it, without having to go out to other programs, the more efficient you are.

So we’re clear, let’s define what an IDX feed is. It is part of your MLS database being fed to your web site. It is what enables your web site visitors to search for listings. There are many IDX providers but if you have property search capability on your own site, odds are that it is provided using an IDX feed. Traditionally your web site is the only place that IDX feeds to.

But you do your searches and automated follow-up with buyers in your MLS. You get a buyer, you add their criteria, set up an automated search, and they get any new listings that become available.  If you are in your CRM and you get a call from your buyer, you have to go into your MLS, find that buyer and look up what you’ve sent them. Typically it does not show you what you actually showed them. How long does it take to do that? Not long but…

Historically, we:

  • Get a buyer prospect
  • Add them and their preferences to our CRM
  • Go into the MLS and add those same preferences and set them up on an automated search
  • We then show them some homes and record what we showed them in the CRM, manually.

Anything wrong with this picture? It’s the back and forth between the CRM and the MLS. Not a big deal but wouldn’t it be sweet if you could do almost everything MLS related right in your CRM instead? No more back and forth? And have more features and options to choose from than your MLS?

That’s exactly what has been happening lately. Some CRMs are having the IDX feed directly into the CRM. When you view a buyer in your CRM you see what you’ve shown them, what you’ve sent them, and much more. If you get a new listing, you can do a quick search for buyers in your CRM that may be interested in that listing and send it out to them, branded to you, not your MLS! This is something that agents have been asking me for for years. It addresses one of the last major inefficiencies when having to use multiple programs to do our jobs.

It seems to me that in the relatively near future all the better CRMs will be going this way. It’s long overdue and more than welcome. So who has it so far? Masterdigm, Propertybase and Tribus. So far, out of the three, Masterdigm is far and away the most cost effective and it will be interesting to see what new CRMs coming in with this feature will charge. If you’re happy with your current CRM, then this one feature should not typically be enough to change CRMs. But if you’re already sniffing around for a new one this can be very interesting.

Propertybase Real Estate CRM Review



CRM Training Checklist

Propertybase May be the Right

Real Estate CRM for you if…

NOTE: 4 person/license minimum – If you like Propertybase because it is based in Salesforce but need fewer licenses, Leading Agent is the one to look at. Propertybase and Leading Agent have a great many similarities because they are both based in Salesforce. For that reason, a lot of what you will read here about one of them, you will see literally the same text to describe the other one. I will point out here what is Not in Leading Agent.

Propertybase and Leading Agent are the most sophisticated Real Estate CRMs out there when it comes to being able to customize it, bar none. It is built on the platform (SalesForce), but has the screens, features, and flow that real estate agents need. And if that’s still not good enough for you, it’s virtually completely customizable. These two will absolutely knock your socks off if you want power and flexibility.

The people I typically point to Propertybase are people who have already used (not just trialed) several of the best CRMs and still find them to be lacking for their purposes. They have specific things they want in their CRM and they are not getting them. They enjoy playing with the software and they may even be considering having one built for them. The latter in my opinion is a mistake. I have had a fair number of people call me over the years who have had a CRM built for them, only to find out the pitfalls in doing so. If you’re considering it, you may want to read this article. If you fall into this category of agents, instead of having someone build one you may want to look at this product. You can make all the changes yourself or you can hire any one of hundreds of people who can make the modifications for you.

The point is that you can add and delete fields, modify or create entire screens, and create almost any kind of report both text and graphically that you can imagine. Another benefit is that if you create a field, you can then import that information. For example, if you currently have a CRM that has a field not only for the Source of that contact, but a Sub-source, I know for a fact that you will not be able to import that field into most other CRMs. As a matter of fact, Propertybase does not have that field out of the box. BUT – you can create that field and when you do, it becomes available to import into automatically. One of the problems with moving from virtually any other CRM to another is that you lose a lot of data in the transtion. Not the case with Propertybase or Leading Agent more-so than any others.

Another group of people I recommend Propertybase to is agents who are not focused entirely on plain vanilla residential resale. With few exceptions, most of the real estate specific CRMs have that primary focus. If you do commercial or property management, Propertybase is set up for that as well. If you also dabble in short sales, foreclosures and so on, this one can be modified to accommodate the fields you need for those other uses.

Those are some of the upsides. The downside is that this is a relatively new product and has a way to go to add some of the features that CRMs that have been around a long time have. That is not to say that it does not already have many of the features, or that some of them can not be replicated for you. It is also notable that it has a lot of features that the others do not have. It’s a matter of needs and wants.

With regards to the appexchange, if Propertybase does not already have a feature, there are literally thousands of apps to choose from on the exchange. For instance, if you want to be able to auto-dial directly from Propertybase, there’s an app for that!

Propertybase is not for the faint-hearted. The basic functions are all there and not hard to pick up. But after that, the flexibility and customizability comes with a price. That nasty thing called learning curve. Why? because if you want that kind of power there are many options. The more options, the greater the learning curve. This one and Leading Agent enable you to add or delete fields, re-arrange screens, and create screens.

Not in Leading Agent – Wait until you see what it can do internally for listings follow-up with buyers. If you have an MLS, you won’t need one. This will cost you, but if you are a large team, a brokerage, or somewhere where there is no MLS, this one is the 800 pound gorilla. Europe, Asia, Australia, New York – If you do not have an MLS – you NEED this CRM!

Not in Leading AgentPropertybase is built on the platform, enabling them to not only have it set up for Residential resale, but also for Commercial Real Estate and Property Management. Leading Agent is not into those vertical markets.

CRM Discount

5% Discount if you talk to me before trialing or ordering!

Propertybase Vital Statistics:

–Understand these terms–

Out of beta & started selling: 2006

Parent Company: Propertybase

What kind of sales is this for?: Residential, Commercial, Property Management, New Construction, Teams, Brokerages, Customizable

Features: ♦♦♦♦

Support: 8:00 – 6:00 PST for phone. 48 Hour response time for email

Have you used this CRM?  Rate it – but please be professional. Thanks!

4.83 / 5 (12 votes)


Dashboard/Desktop/Home Page

There are a number of things I like about Propertybase’s dashboard. First and foremost is that fact that you can customize almost everything in this CRM including the Dashboard. The layout as it appears can be re-arranged to your liking.

Across the top you see various tabs – but note Desktop 4. There you see all the tabs available to be placed at the top. So you pick what you see.

Another thing I like about Propertybase is that my tasks for the day are right there, as are my appointments. I used to prefer looking at an actual calendar but I am finding that I now prefer seeing a list by day and time. The calendar view is still available with one click on the day, week, or month on the right where the calendar is.

Moving to the left side of the page you have a number of choices for frequently used actions under the Create New button. And something I have grown to be very dependent upon – the Recent Items list. As far as I’m concerned it is one of the best uses of screen real estate that there are and it should be on every CRM’s desktop.

Near the top of the page you also have what they call the Dashboard which are some of the reporting visuals.

Overall Propertybase is one of my top three favorite desktops/dashboards/home pages.

Propertybase Desktop

Desktop – 1

Propertybase Desktop 4

Desktop 2

Propertybase Desktop 2

Desktop 3

Propertybase Desktop 3

Desktop 4


Unique or Notable Features


Email Campaign Reporting – Staying in touch with emails to groups of people is a great way to make sure people don’t forget you, or to simply get some information out to them. To do it right though, you need to know things like; how many people received the email?; how many opened it?; how many clicked on a link in the email; or how many times did they click on that link? These are just a few pieces of information which are commonly referred to as campaign reporting or email back-end statistics.

If you send 500 people an email and find that only 2% opened it, something needs to change. So you experiment and change the subject line. Lo and behold the open rate jumps up to 22%! Just because you changed the subject line? It can happen. But you won’t know it if you don’t have campaign reporting available to you. And then even if you do, they have to be laid out well so you can make sense of what they mean. Leading Agent enables this feature by utilizing the Salesforce back end.

Propertybase allows you to do any regular outgoing emailing without limit. For blast emails to groups, there is a limit of 1,000/day, and allows mailings to be scheduled. I use that feature and it’s sweet!

Propertybase Blast Email 2

Propertybase Blast Email 2

Mobile Data SharingPropertybase uses the Salesforce mobile app which is the best on the market. It has a nice clean interface (see below) and does anything I would want to do from the road. If need be I can also pull up the full blown site as well. There really isn’t much else to say other than that you really couldn’t ask for anything better.

Propertybase Mobile Home Screen

Home Screen

Propertybase Mobile

New Lead Display – What they refer to as the Desktop which is on the Home Page. Note the three displays – Contacts by Stage, Offers by Listing and Status and Listings by Type. Each image is broken down into sub-categories making it easy to see a great deal of information with a single click.

Propertybase Leads & Listings

Social Networking – Once you link the contact to Propertybase’s social network from within the contact record, it displays their profile and you can go from there. Facebook, Twitter, YouTube and Klout. LinkedIn charges to connect.

Propertybase Social Networking

Propertybase Social 2

Propertybase Social 3

Listing Browser – There is no other CRM out there that has anything like this. Propertybase has a large international user base. North America has MLSs, but the rest of the world does not. So how do you maintain your listings and how do others see them? Like this! This essentially replaces the need for an MLS for agents not in North America. In North America it can do what so many have wanted for so many years. You can have your CRM and your listing inventory together. It can do everything your MLS does for you and more, but it’s integrated. No more getting out of the CRM to go to the MLS to send listings to your prospects and clients. It’s all done internally. There’s too much to get into detail here but that’s what demo’s are for!

Propertybase Listings

How does Propertybase stack up with other popular features?

Phone/tablet:  Covered in Unique or Notable Features above

Lead capture: – Propertybase provides a contact form for your web site, but it also provides an email parsing service that will grab virtually any lead from anywhere as long as you get it in an email. All you have to do is tell your lead provider to change the email address that they are currently sending the leads to, to one provided by Propertybase. From then on they just populate into Propertybase.

New lead display: Covered in Unique or Notable Features above

Lead Notification – By email or text from Propertybase.

Team Capabilities – As powerful as anything anywhere. Remember – Salesforce is the largest CRM in the world and mostly used by large companies and sales teams so there isn’t much you can’t do with it.

Buyer Home Search – Buyer preferences for their new home can be entered into the contact record and you can add as many fields as you like and re-arrange them to suit your needs. The search function is Leading Agent/Salesforce is as good as you can get so you can search any of those fields any way you want.

Internal email software: No

E-mail stored with contact record – You can use Propertybase in conjunction with Gmail and Cirrus Insight and I can’t imagine how you could be more efficient with email. The way I use it with Leading Agent, I just click a button on incoming or outgoing emails in Gmail and it will store the email with the contact and/or the attachments.

Blast email: Yes

Email campaign reporting: Yes

Capable of building email drip campaigns: Yes

Capable of building activity plans: Yes

Included Template Content – Not one of it’s strengths as far as included template content. The ability to create email templates and action plans is more powerful than any other CRM, other than Leading Agent which is the same. But there are no templates/canned content that come with it.

Social media: Links to social media pages from within contact

Call center: No, but AppExchange has several that will do the job

If you’re on the fence about it, don’t be bashful. I’ll be happy to do a live online screen sharing demo to show you some of the great features of this CRM.  Gary David Hall

CRM Comparisons

CRM History

Propertybase History

I looked at Salesforce years ago because it is has more users than any CRM in the world. I was excited about it but then discovered that like all the other non-industry specific CRMs, Salesforce by itself requires far too much customization for real estate agents. It is company centric as opposed to contact centric. It’s great for B2B but not for real estate agents. It needed someone to mold it into something that worked for us, out of the box, and that’s what Propertybase has done. Propertybase has taken Salesforce and customized it for residential, commercial, property management and developers. I’ve been waiting to be able to recommend something like this for years, and now it’s seasoned and ready.

The next question in my mind was “What if Propertybase goes out of business?” It’s a question I ask about all CRMs. Long term stability should be a critical factor in choosing a CRM. The answer is different than any I had encountered before. With all the others the CRM either succeeds or fails and if it fails you have to find another CRM. Propertybase and Leading Agent are based in Salesforce and Salesforce is as stable as any CRM in the industry. Your database is stored on Salesforce’s servers. Your database includes any modifications made to the basic Salesforce program whether it is the changes the CRMs made or changes you made. So if they go out of business, Salesforce is still there with all the changes that have been made. So essentially you would retain your account but just not have support from Propertybase or Leading Agent any more. Given that the vast majority of them is actually Salesforce anyway, even that would not interrupt you much if at all.

The exception would be the MLS aspect of Propertybase as there are relationships that exist that would end as they are not part of Salesforce.

Do a screen sharing session with me and see this product or any others in which you may be interested.

$59/mo. per person. There is an annual contract because it is based in Salesforce and they have the requirement. Minimum 4 license requirement.

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