A new way to track and close more deals within the CRM.
CINC
Doug Forester – Product Manager
Jordan Costley – Design
CINC is a real estate lead generation and conversion platform focused on keeping agents seamlessly engaged with their clients from hello to congratulations.
Agents are provided a portal for browsing homes for sale that connects to the CINC backend CRM where they nurture and work with clients to buy and sell homes.
The feature-rich platform allows agents to track all their leads. However, it does not enable tracking opportunities as separate entities from the lead.
Creating a system for tracking opportunities as independent records linked to leads eliminates workarounds and reduces reliance on third-party solutions. Agents will gain access to fine-tuned systems, improving both their efficiency and data tracking capabilities.
As it exists the CRM focuses on the early stages of working with leads and neglects to fully address tracking a lead as the agent begins listing or showing them homes.
The core content living within the deal exists outside the legacy pages in a more modern structure. The main interface that users interact with daily however exists in a legacy form so deals must flow fluidly between each.
We restructured the deal content to display only the essential information for each type of agent operating within the system.
There is an inherent difference in focus in terms of what information is important for a broker leading their team and what is important for an agent. Quick access to general high level information is more important to an agent working in the field. A broker cares about how their team is doing and keeping track of all the details of a deal.
More detailed content is housed outside the lead in the deal detail page. Our goal was to create a space for users who need detailed data, without overwhelming the lead record with unnecessary information.
Each team cares about different data and uses different terminology. Different states have different dates and processes for how a deal works.
The tech requirements and constraints required a flexibility of certain data versus complete customization. CINC has a value proposition of being experts in terms of creating processes for success while being flexible enough for teams that need it. By balancing flexibility and data inputs automation can be implemented to make entering deals quicker and more accurate.
Lead data is used to fill in fields when possible making the flow smoother for an agent. The defined lead type determines if the deals is likely a purchase or listing. If the agent is a seller with their home address added the deal automatically assumes that is the home to sell if they have no existing deals.
Additionally attaching homes already in an MLS pulls in the appropriate data of a deal such as commission and pricing.
The dashboard was built to track the progress of various deals at once. Agents can get a quick glance view of how their deals are progressing and any upcoming tasks that are due.
Transaction Coordinators and Brokers in particular can use the dashboard to view how their various agents are doing. Agents can focus on working with their leads while other parties ensure deals flow through the pipeline completing appropriate tasks along the way.
The detailed view of a deal offers a deeper level of control of the data. Agents who manage the transaction have a different priority and task when dealing with a transaction versus an agent dealing with the client.
While the deal holds a plethora of information, aspects of it is accessed outside the page.
Adding a deal to a lead automatically pulls in existing data when possible. The deal type is set based on the lead type. If an address is attached to the lead it can be automatically tied to the deal. Other required fields such as Lead and Deal Owner are prefilled depending on the user level defaulting to the buyer and listing agent for the respective deal type.
