The debate between CRM implementation or digital strategy.

To achieve accelerated growth, it is essential to combine next-generation CRM with an advanced digital strategy.

It doesn’t matter what your business sells, the sales goals you aim to achieve, or even the industry you belong to. Finding the right tools, techniques, platforms, and strategies that will significantly drive your business growth is key to its development.

Discover in the following case studies of three real estate companies how they tackled growth challenges. In the first case, digital marketing tactics were used; in the second, a CRM was implemented; and in the third, a strategy combining both was applied. These are the cases of Real Estate GAMA, DELTA, and ALPHA:

Real Estate GAMA	Real Estate DELTA	Real Estate ALPHA
Objectives	Objectives	Objectives
Jorge, Commercial Manager of Marketing and Sales at Real Estate GAMA His challenge is to improve the company's sales performance. To achieve this, he has taken the initiative to analyze the current processes within the company and identify those that are not working effectively. Jorge's Objectives: Organize the processes for customer acquisition, sales, and staff activities. Reduce workload inefficiencies by ensuring that tasks are properly assigned and team members are not overwhelmed with responsibilities outside their roles. Enhance the company's commercial agility, adapting to new strategies and tools to reach customers more effectively and increase sales.	Luis, Commercial Manager in Charge of Marketing and Sales at Real Estate DELTA His challenge is to increase the company's sales. Luis planned to solve this by implementing a CRM-driven digital strategy. He understands the need to regulate and direct tasks related to audiovisual content creation. To strengthen and enhance the implementation, he decided to hire an agency. Luis's Objectives: Identify growth opportunities by analyzing campaign performance. Increase sales through valuable and targeted content strategies for prospects, depending on their stage in the sales funnel.	Manuel, Commercial Manager Responsible for the Marketing and Sales Department at Real Estate ALPHA His challenge is to increase sales and manage the company's team. Manuel decided to partner with a digital agency with expert professionals to effectively handle the creation, development, and implementation of a digital strategy. He found an affordable agency that aligns with the company's needs and budget. Manuel's Objectives: Increase the volume of opportunities Grow the number of transactions Reduce the average closing time
Challenges to Overcome	Challenges to Overcome	Challenges to Overcome
Jorge has worked with his team without technological updates since the beginning. In many teams, this can lead to resistance to new methods and processes. Let's take a look at some of the challenges they need to overcome to achieve their objectives. Adoption of New Technologies Challenges in budgeting for the implementation of new technologies within the company. The need to hire specialized personnel to train the team on how to use the technology effectively. Establishing connections with existing digital platforms within the company, such as an ERP system.	Luis is realistic about the challenges that come with implementing a digital strategy. Understanding how to interpret campaign results to make the necessary optimizations for growth is crucial. Challenges Luis Will Face: Individual budgets per platform, depending on the strategy for each, such as Facebook, Instagram, Google Ads, WhatsApp, and others. An effective digital strategy requires high-level talent with specialized knowledge of different platforms. Measuring and optimizing results by integrating data from multiple platforms.	Let's take a look at some of the challenges that Manuel and the agency team will face: Adoption of new technology by the company's team. Manuel and his team will need to step out of their comfort zone during the process. The initial investment cost of programming and integrating a digital ecosystem at an accelerated pace. Manuel’s team will likely experience frustration during the implementation and operation of a digital ecosystem, which consists of sales funnels that convert prospects into potential customers. Partnering with a specialized agency reduces the risk of initial investment losses that could arise from a frustrated and unprepared team.
Approach	Approach	Approach
They have successfully automated sales processes using Opportunities, Lead Scoring, and integration with the existing ERP, increasing the sales closing rate. Additionally, they have maintained a structured sales flow for each salesperson, established individual activities and objectives, and improved time management, allowing sales representatives to work more efficiently with better organization.	Despite the time, effort, and a significant portion of the budget allocated to new personnel and the individual acquisition of each platform, we have seen a 70% increase in marketing performance and a 30% increase in sales due to demand generation. The buying experience for prospects has greatly improved, as content has been designed for each specific stage of the sales funnel. This has allowed prospects to clear up doubts before reaching the sales team, leading to a higher sales closing rate.	Manuel’s determined approach in this new strategy is to increase marketing efforts by 40% to achieve a 60% increase in generated sales, ensuring a better balance. To reach these percentages, the agency has focused on designing an optimized sales funnel that prospects go through. They have implemented specific optimizations for each funnel stage, dividing it as follows: TOFU (Top of the Funnel) Objective: Attract more prospects by creating content that directly addresses their needs and provides valuable solutions. MOFU (Middle of the Funnel) At this stage, prospects begin to see the company as a solution to their needs. Here, the business can offer valuable solutions in exchange for contact information, which is then fed into the CRM and shared with the sales team. BOFU (Bottom of the Funnel) In this phase, the potential customer is ready to make a decision. At this point, the sales team focuses on convincing the customer to complete the purchase of the company’s products or services.
Results	Results	Results
If we talk about the results in a specific way, we can highlight the most notable ones: Increase in the closing rate due to better organization among sales representatives. Enhanced capacity to process a higher volume of opportunities with the same team. Supervisors and sales representatives can now access real-time sales reports without waiting until the end of the week or month. More sales achieved by optimizing the time management of each salesperson. Despite these achievements, the company's growth is still considered moderate. Because of this, Jorge has decided to conduct a new analysis, collaborating with managers from other departments to investigate what they might be overlooking.	Based on the previous analysis and comparing the results with the initially established objectives, the following key points have been achieved: Increased number of prospects due to a well-executed marketing strategy that includes content creation, campaigns, segmentation, and sales funnel analysis. While the closing rate has improved, growth has quickly plateaued. Prospect quality has significantly improved, as they now provide more detailed and segmented information, leading to a higher purchase intent among those reaching the final stage of the funnel. The cost of acquiring a prospect has increased, but this is offset by higher sales volume and better-quality leads. To Luis's surprise, the growth achieved for DELTA has been classified as moderate. As a result, he has taken the time to review and reassess the strategy, collaborating with other company managers to identify optimization opportunities.	Significant results were achieved thanks to the implementation of CRM combined with digital strategies executed by the team: Comprehensive improvements in sales volume and closing rates, driven by result analysis and customized optimizations tailored to specific needs and implemented in a timely manner. Significant improvement in prospect quality, directly reflected in higher closing rates. This was due to providing better information at each stage of the funnel, addressing prospects’ doubts early on so that by the time they reached the final stage with the sales team, they were more prepared to make a purchase decision. An increase in the cost of acquisition per prospect, which was offset by a higher volume of sales. Real-time reporting not only optimized communication between departments but also enabled immediate analysis and implementation of improvements. One of the most beneficial outcomes was the high and accelerated business growth, made possible by instant access to crucial data, allowing for rapid optimizations, better team organization, and timely customer follow-ups.
Limitations	Limitations	Limitations
After several meetings and presenting the achievements made possible by the implemented CRM, Jorge has determined that the lack of a digital strategy is what the company needs. While sales have been generated, he had never considered developing digital strategies to achieve an even more significant increase in sales. This is something he will now begin to discuss in detail with the specialized marketing team.	Together with managers from other departments, the team has determined that, despite the success of digital strategies, the lack of a tool to integrate and manage marketing platforms has prevented the company’s growth from reaching a higher level. This is because, in many cases, the personnel managing these platforms lack visibility and real-time communication, making it difficult to monitor performance and implement optimizations at the right time and in the most effective way.	It requires greater commitment and attention from the leaders of other departments. The synergy between Manuel's team and the agency was excellent, but to sustain the company's exponential growth, all departments must work together to develop comprehensive plans that benefit the company in the long term and foster a collaborative environment among teams. It is also necessary to align budgets to provide the real estate company with an updated financial outlook, facilitating better decision-making across all departments.