How AI Can Fine-Tune Your CRM for Better Results

By Greg Smith

Greg Smith has called Colorado home since 1986, when he came to attend the University of Colorado. After selling a successful marketing company and earning a graduate degree in information systems, Greg joined RE/MAX Alliance in 1998, where he quickly became Managing Broker and later co-owner of the Boulder Valley office.

Everyone is talking about AI right now, and in my Monday mastermind meetings, it seems to be the main topic every week. Agents often ask me how they can use AI to grow their business, and the truth is simple: AI only works if you are already consistent with the basics of running your business.

The real secret to AI success. The agents who see the strongest results with AI are not the ones constantly chasing the latest tools. They are the ones who keep their CRM updated, log every call, and write detailed notes after each conversation.

If you’re not disciplined about maintaining your database, no technology will save you. AI is powerful, but it is only as good as the information you put into it. The old saying “garbage in, garbage out” applies directly here. Poor data will only lead to poor results.

Why do notes matter more than ever? One of my business partners, Joe Gibbs, sent a follow-up that mentioned a client’s child visiting CU. That detail came from a note he wrote in his CRM more than two years earlier. The client believed Joe remembered the detail personally, but in reality, it was the CRM that remembered it for him. That single piece of information was enough to re-engage the client and bring them back into conversation.

Detailed notes also give AI the ability to create personalized materials. For example, with tools like Broker Blocks, you can generate a custom listing or buyer presentation that includes images, talking points, and details unique to that client. When the data in your CRM is thorough, the results feel tailored, professional, and far more effective than a generic presentation.

What AI can really do for you? When your CRM is appropriately managed, AI can elevate your follow-up process. It can track client behavior, including visits to your website, saved searches, email opens, link clicks, and even text message engagement.

With that information, your system can prioritize your daily tasks and identify which three to five people are showing the strongest buying signals, indicating that they should be contacted right away. This allows you to focus your time on the prospects most likely to move forward, instead of guessing who to call.

AI does not replace you. Too many agents believe AI will do the work for them, but that is not the case. AI will never build genuine relationships or close deals on your behalf. What it does is magnify your effort and make a good agent even better. If you are willing to put in the work by updating your CRM, writing clear notes, and following up consistently, then AI will give you leverage and scale. If you skip the basics, it cannot help you.

Using AI in your business does not have to feel complicated. With the right systems and consistent habits, you can unlock its full potential and stay ahead of the competition. If you’re ready to put AI to work and need guidance on setting it up correctly, please call or text me at (303) 543-5720 or email me at mclean@boulderhomesource.com. I would be glad to walk you through the tools, show you how to simplify your process, and help you get better results with less stress.