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Ed Mc Shan has been a broker with Skyline Realty in Playa Vista, CA for ten years. His primary focus is the sale of multi-family buildings in Metro LA, as well as mixed-used buildings and a number of residential investment opportunities. Ed also has a background in corporate finance.

I used to use a combination of Excel, Outlook, and various scaled down CRMs to organize my business. I was using ePropertyWatch primarily for email communication (sort of like a Constant Contact), but it wasn’t Salesforce-based, nor was it very powerful. I used Liondesk a bit as well, but found it to be nowhere near as developed as Apto.

I chose to make the switch to Apto because of how intuitive and user-friendly the UI is. With Apto, I can be more analytical and focus my time and efforts on what’s really going to generate business and help me build a pipeline. With Excel, it’s really difficult to push your processes along. Other than sharing spreadsheets with other team members or clients, it’s not an efficient means of communication. With Apto, everything is centralized and it actually helps me prospect, manage current deals, and communicate more efficiently with my clientbase.

"I chose to make the switch to Apto because of how intuitive and user-friendly the UI is. With Apto, I can be more analytical and focus my time and efforts on what’s really going to generate business and help me build a pipeline." 

The Apto feature that I get the most value from is the “probability to close” field as part of the deal pipeline. When I have 60 prospects I’m actively working, I need to figure out who to channel my energy towards. There is constant fluctuation in this business. For example, a client could lose financing and then I can’t monetize on them for another few months. Because things with prospects can shift by the day, Apto helps me stay on top of all of those recent developments. The probability field tells me who is closer to being involved in a transaction so I can put a property in escrow.

It is crucial that you stay attuned to clients’ needs. Unless your organization is incredibly structured and you have some really advanced Excel users, you need a CRM. Your easiest future deals are clients you’ve already done business with. You want to make sure those individuals continue to have a great experience, as opposed to spending the vast majority of your time prospecting for new clients. I see people that focus on individual deals instead of stickiness of relationships. The last thing you want is for you or your agent to be ill-prepared for a client interaction and with Excel, it’s easy for important details about what the client wants to slip through the cracks.

If anything, I want to spend even more time familiarizing myself with my data and Apto. I see the power and capabilities of the software beyond what I’m already using it for. I have an admin, but I want to be the expert so other people at my firm can come to me and learn how to use Apto to become even more efficient and successful.

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Ed Mc Shan

Broker

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