Two years ago, The Negotiator promoted a property tech podcast by The Guild of Property Professionals. It claimed many agents were still waiting for “one tech solution that would do everything, rather than having a number of various accounts and systems dealing with each aspect of their business”.
Twenty four months on, have we found the solution? Absolutely and it comes in the form of the CRM tech stack. The tech stack solves multiple problems, including having to navigate between several software products, the tedious task of double-keying the same data and unnecessary, manual admin.
So, what exactly is a tech stack? “A tech stack is simply a collection of digital tools an agency uses daily,” says Emma Martin at Street Group. “This includes everything from marketing tools, portal uploads and lettings software to e-signatures, AML checks and phone systems. We call it a ‘stack’ because each tool layers together, helping agents run their day more efficiently.”
CRMs are the starting point
The foundation of a property tech stack is a CRM system – this is where the agent will log in and spend most of their time. Crucially, today’s CRMs work seamlessly across desktops, tablets and mobile phones – agents can simply download an app version from their operating system’s app store or enjoy a dynamically-adjusted mobile experience.
The tech stack is then built by linking third-party software, which the agent already uses or would like to use, to the CRM. The nirvana is to access all the software required without ever having to leave the CRM – no repeated logging in, or opening new tabs, nor flitting between products.
It’s about now that some agents will lose interest as the language can get confusing but there are three techie terms that you should get to grips with: APIs, plug-ins and integrations. Basically, these are ways different software products and tools sync together, share information automatically and update simultaneously.
Integrations use APIs and plug-ins create a smooth, joined-up experience.”
Emma says all three work together: “APIs set the rules for software to talk to each other. Plug-ins add extra features to a system. Integrations use APIs and plug-ins create a smooth, joined-up experience.” But let’s get into the details.
What is an Application Programming Interface (API)?
An API is a digital bridge that allows two systems to talk to each other in real time. Paul Evans at Iamproperty has a great analogy for explaining what an API is: “Imagine you’re using a self-service check-in kiosk at the airport. You scan your passport, weigh your baggage and pick your seat. In the background, the kiosk sends your information to the airline’s central system, updates it and retrieves a response for you in a fast and efficient way.”
This neatly explains how an API allows you to carry out multiple processes in the same place. In the case of the airport, it ends the need to visit different desks, show your booking details multiple times and use different systems. For an agent, this may look like confirming a new instruction via email, booking an energy assessor and creating a property description from one screen in one place.
What is a plug-in?
Stu Pick at Alto says plug-ins are mini add-ons: “I tend to think of them like apps on your phone that live inside your CRM and offer specific functionality.”
These options let you create a bespoke experience when you’re in your CRM, such as connecting to Google Calendar or Outlook. At Rentman, for example, plug-ins are used to handle telephony and word processing, among other functions.
What are integrations?
Rather than a product, an integration is an occurrence. It’s an umbrella term used to describe when two systems connect and work seamlessly together. “Integrations use APIs and plug-ins to connect to bigger systems – they create the desired ‘under one roof’ service,” adds Emma.
Build a bespoke stack with extra services
Tech is evolving at lightning speed and so is the tech stack offered by CRM suppliers. Street.co.uk operates a free and open API, which makes it easier for agents and third-party developers to build a suite of tailored integrations and connect existing tools.
It also utilises webhooks, which provide real-time updates between systems automatically. For instance, booking a valuation in Street.co.uk can instantly trigger a personalised email via an API marketing platform.
Iamproperty’s CRM is part of a more comprehensive ecosystem that already consists of all the core solutions an agent needs to share data and reduce data entry duplication. In-house integrations include iamsold (auctions), Marketing Toolkit (lead generation) and movebutler (onboarding, compliance and conveyancing).
More recently, iamproperty announced a new strategic partnership with Reapit. The collaboration will give agents better access to auction sales by integrating iamsold with Reapit’s software.
At Rentman, software development is driven by members of the customer community for a bespoke approach to the tech stack, rather than relying on integrations from outside.
Rentman’s Nigel Gomm says: “We tend to only use outside integrations when they’re well outside our core competence, such as referencing and digital signatures. More leftfield, innovative requests usually get built into Rentman itself.” The capabilities are vast, with clients able to submit ideas via one-to-one sessions with Rentman’s developers.
For example, a client made a request during a recent Rentman webinar and the development is underway in response. Next, Rentman will be preparing for a wider rollout of Making Tax Digital, with the developers progressing integrations with Government websites.
Navigating the tech stack
We’ve extolled the virtues of the tech stack for its ability to bring the software you love under one roof but how do these integration look in practice? When you’re in Rentman, Nigel says everything is clearly laid out: “Integrations usually happen with a click of a button on the screen but sometimes elements, such as data syncing, occur during overnight housekeeping or are activated with a timer.”
With Alto, software integrations are easily accessible from its main dashboard. “Agents can access these tools from the office, on a viewing or anywhere in between,” says Stu.
The goal is simple. You shouldn’t have to leave the CRM system: the tools are built-in and easy to use.”
At Street.co.uk, integrations are seamlessly woven into an agent’s existing workflow: “They will appear in intuitive places like dropdowns, sidebars or within personal property records,” says Emma. “Some tools, such as AI photo editing, are immediately available. The goal is simple. You shouldn’t have to leave the CRM system: the tools are built-in and easy to use,” she adds.
Integrations to include in your tech stack
There are 100s of integrations that sync with the leading CRM systems – too many to list – but among the most popular are:
Sales integrations
– View My Chain
– DocuSign
– RSign
– SmartSearch
– Agent
– Snappily
– Spectre property reports
– Spectre Email
– Landmark
– Smart Compliance
– 8×8
– Twilio
– Acaboom
Lettings integrations
– Goodlord
– Vorensys
– Tenancy Deposit Scheme
– KPR
– Inventory Base
– Symple
– EPC Register
– Made Snappy
– HomeLet
– LetAlliance
A place for AI to thrive
Many of today’s integrations already have AI-driven elements but advancements are coming thick and fast, as Paul notes. “AI is rapidly transforming the way we work, and iamproperty is committed to leading the way within the property sector.”
Integrations to consider include:
– Planda: produces planning application prediction reports using AI-driven insights, with the ability for agents to customise the API to their unique requirements.
– Street AI: a property description generator that uses artificial intelligence taught through agent-specific content learning.
– Autoenhance AI: auto enhances any property image using AI, with professional quality results.
– Agent Connect: an AI-powered WhatsApp assistant, analysing past messages to deliver quick and precise answers.