In real estate jargon, "CRM" refers to customer relationship management. This book, the second in a series by the author, is a comprehensive guide for real estate agents on selecting, growing, and utilizing a CRM system to enhance their businesses and performance. CRM uses automation for "command central," but beyond that, Schmitz combines standard business methods, such as following up leads and monitoring listings, with technology and content libraries—to name only a couple of the many situations and approaches mentioned—with personal touches. The relationship between the agent and client is of tremendous importance and can be initiated and enhanced through electronic means and data collection.

This book has many short chapters that bring home to the agent the importance of micro-managing details in which humans and machines play significant roles, as well as the agent's need to keep abreast of developments in clients' situations pertaining to employment, partnerships, children, pets, etc. The latter requires more personal time and effort by the agent, but can yield good crops. CRM is a tool that can enhance these relationships by tracking significant dates and events. Ongoing relationships with clients feed the need for personal contact and lead to referrals. Schmitz combines business strategies and processes specifically tailored to practicing real estate agents. CRM models have the potential to improve an agent's knowledge and awareness of the many situations inherent to real estate transactions, and the author writes concisely and precisely about many of them. The result is an efficient and comprehensive explanation of the best practices and possibilities of CRM in the real estate field.

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