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## Essential Units for Certified Professional in Real Estate CRM Systems
**• Competency Framework:**
- Define CRM goals and objectives
- Identify key performance indicators (KPIs)
- Establish CRM best practices
- Implement and optimize CRM systems
**• Data Management and Governance:**
- Understand data privacy regulations (e.g., GDPR, CCPA)
- Implement data quality checks and cleansing processes
- Establish data governance policies and procedures
- Integrate data with other systems
**• Lead Management:**
- Identify and qualify potential leads
- Track lead journey through the CRM
- Automate lead nurturing and follow-up activities
- Analyze lead data to identify opportunities
**• Opportunity Management:**
- Define and track opportunities
- Identify opportunities that meet sales criteria
- Track opportunity value and pipeline
- Close deals and manage deal lifecycle
**• Sales and Marketing Alignment:**
- Integrate marketing and sales activities
- Track lead generation and conversion rates
- Analyze sales and marketing performance metrics
- Optimize marketing and sales processes
**• Reporting and Analytics:**
- Generate comprehensive CRM reports
- Analyze CRM data to identify trends and insights
- Use insights to improve CRM performance
**• Collaboration and Communication:**
- Establish communication channels within the CRM
- Integrate CRM with other enterprise systems
- Share CRM data with authorized users
- Foster collaboration between sales, marketing, and other departments