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Introduction
CRMs are great for managing buyer and seller leads—but they stop short when it’s time to activate local marketing.
For real estate brands managing multiple markets, agents or communities, a real estate CRM workflow needs help from something built for execution.
This blog breaks down what real estate CRMs do well, where they fall short, and how GearBox® by IRIS supports campaign rollout, signage fulfillment and local marketing for growing real estate brands.
What a Real Estate CRM Workflow Handles
Lead Management and Client Records
CRMs like Salesforce, BoomTown, Follow Up Boss or kvCORE help agents manage prospects, automate follow-ups and store contact history.
Task Reminders and Pipelines
They send reminders for showings, calls or contract steps—ideal for 1:1 follow-through.
Marketing Triggers
CRMs can trigger generic emails or text campaigns based on user activity or stage in the pipeline.
Where CRM Workflows Don’t Deliver for Real Estate Brands
Local Marketing Rollouts
CRMs don’t manage campaign kits, signage templates or event assets across dozens of communities or builder reps.
Vendor Coordination
There’s no way to track print timelines or signage installs inside a CRM—not without custom development or plugins.
Brand Compliance and Customization Controls
Agents often freelance their own materials. CRMs can’t prevent off-brand creative or ensure disclaimers and logos are current.
Visibility Across Markets
Real estate teams need insight into what’s been launched where, what’s being used and what needs follow-up. CRMs focus on leads, not rollout.
How GearBox® by IRIS Complements Real Estate CRM Workflows
Campaign Kits by Market or Community
Marketing teams can push ready-to-launch campaigns to agents, builder reps or field marketers by geography or project type.
Editable Templates With Guardrails
Agents can customize flyers, signage or event materials within a brand-safe template—no risk of outdated logos or missing legal copy.
Vendor and Fulfillment Integration
GearBox® connects to your preferred printers and vendors. Orders move automatically. Status is tracked. No manual follow-up required.
Market-Level Reporting
See who launched what, when. Track usage by location or agent. Know what’s working—and where it isn’t.
Case Study: Local Marketing at Scale with Meritage Homes
Meritage Homes needed a system to support local marketing across hundreds of real estate communities—without overloading the core marketing team.
With GearBox®, IRIS helped them:
- Deliver location-specific campaign kits
- Automate signage orders and vendor coordination
- Provide agents with editable marketing tools
- Track execution status across markets
Read the Full Meritage Case Study
Conclusion: CRM Drives Leads. GearBox® Drives Execution.
A strong real estate CRM workflow helps agents move buyers forward. But only GearBox® by IRIS helps marketing teams support those agents with scalable execution—signage, events, compliance and creative—delivered on time, in brand and across markets.
Talk to IRIS about integrating execution with your CRM.
