In this episode of the /RealEstate Podcast, host Chris Whitling sits down with Chuck Richards, Senior Product Manager over CRM and AI at Real Geeks, to dig into one of the most common pain points for agents: making the most of their real estate CRM.
Chuck’s job is all about listening to agents, studying the real estate technology market, and turning those insights into smarter tools for real estate lead management and growth.
When agents think about scaling, they often focus on the flashy side of marketing—websites, property search tools, and ads.
But once those tools start generating leads, you need a CRM built for real estate to manage and convert them.
A powerful real estate CRM system will:
✔ Centralize all leads from your website, ads, and other sources
✔ Track buyer and seller activity—site visits, saved searches, and favorited properties
✔ Automate your follow-up so you’re not chasing every lead manually
✔ Prioritize high-quality leads so you know exactly who to call first
Chuck compares relying on spreadsheets or phone contacts to using a paper map—it works, but upgrading to a CRM is like switching to GPS.
Even with clear benefits, many agents hesitate to fully adopt a CRM for real estate. Here are some common reasons agents are hesitant to adopt a CRM:
· Feeling overwhelmed by setup and learning curves
· Expecting only lead generation tools, not a real estate contact management system
· Past bad experiences with CRMs that didn’t fit their workflow
· Falling into the productivity trap—focusing on urgent tasks instead of long-term automation
Ironically, the very tool that could save time often gets neglected. But when agents find a CRM designed with their workflow in mind (and backed by the right support) it becomes less of a burden and more of a growth engine.
Breaking through these barriers isn’t about working harder, it’s about working smarter with the right system.
Top-producing agents share two habits:
1. They set up their CRM correctly from the start—tags, filters, templates, and automation rules.
2. They let automation run without over-customizing every detail.
Too little setup, and your CRM never works at full potential. Too much tinkering, and you spend more time managing the system than working with clients.
Many traditional CRMs promise to organize contacts and track leads, but many agents still struggle to keep up with follow-ups, pipeline management, and the endless admin tasks that pull them away from clients.
According to Chuck, the future of the best CRM for real estate agents is moving from “digital Rolodex” to AI-powered business partner:
✔ Do it for me – Handle repetitive follow-up tasks like initial nurture campaigns.
✔ Tell me what you did – Show clear reports on how the CRM is moving leads forward.
✔ Show me what’s next – Recommend the best next action so agents can focus on client relationships.
The goal isn’t to replace real estate agents—it’s to give them more time to build trust, close deals, and grow their business.
Even the best CRM can fall short if it’s not used strategically. Many agents stumble over a few common pitfalls:
✖ Skipping proper setup – No tagging, no automation, no results.
✖ Over-customizing workflows – Wasting time on small tweaks instead of letting the system work.
✖ Chasing the wrong metrics – Focusing on one stat instead of the big picture.
✖ Ignoring warm leads – Overlooking inquiries from people ready to connect right now.
The good news? When these mistakes are avoided, CRMs empower agents to spend more time where it matters most—building relationships and closing deals.
Your real estate CRM software is more than just a database—it’s the most valuable member of your team.
With the right setup and automation, a CRM helps you convert more leads, stay organized, and close more deals without burning out.
Hear the Full Conversation:
Check out The CRM Struggle with Chuck Richards on the /RealEstate podcast for our whole conversation, including more insight into making your CRM work for you, on Youtube, Spotify, or Apple Podcasts.
Join Us Onsite:
Join us at the Real Growth Summit, September 15–16 in Richardson, TX — with a welcome cocktail party September 14th!
Meet Chuck, Chris, /RealEstate Producer Sean — as well as plenty of high-performing agents from around the country, just like you, using CRM systems to scale their real estate businesses. Learn more, and get your tickets now.
Take control of your leads, work smarter, and let your CRM do the heavy lifting—so you can focus on what you do best: closing deals and growing your business. Talk to our team today!
If you found this episode helpful, you’ll love our earlier conversations with CRM savant, Chuck Richards. Each episode below is packed with actionable ideas to help you work smarter with your CRM.
▶ Watch: CRM 101
New to CRM technology, or need a refresher?
✔ Learn exactly what a CRM is and why it matters in real estate
✔ Discover how a CRM can become the foundation for business growth
✔ Perfect for new agents or those looking to get more out of their CRM
▶ Watch: You’ve Got a CRM! Now What Do You Do?
Owning a CRM is only the first step...
✔ Hear how to turn existing leads into active, engaged clients
✔ Get tips to maximize the value of every contact you already have
✔ Learn best practices for spotting hidden opportunities in your database
▶ Watch: Workflows and Automation in Real Estate
Take your CRM game to the next level!
✔ Explore the basics of automation
✔ Learn the difference between workflows and automations
✔ See creative ways to streamline follow-up so you can focus on relationship building