Between easy consumer access to tons of data, better tools for targeting prospects, and the culture of instant gratification on the internet, real estate has never been more competitive. That’s why being at the right place, at the right time for your real estate leads is so important—after all, if you don’t stay in touch, someone else will. So how do you track your prospects’ journey, craft the best message, and deliver it where they’re spending their time? It all starts with a great CRM tool. While you’re probably using CRM already, you may not be using it correctly. For Allen Bonde, Vice President of Marketing at Placester, your CRM isn’t just about pushing people toward a transaction: it’s about developing insights and creating value for your clients that will pay off far into the future. Allen has spent decades working with CRM technology, first as an engineer in corporate research and development, then as a marketer and marketing consultant for several highly successful companies. In this interview, Allen Bonde explains how your CRM can help you gather “small data” insights, stretch your real estate content, and generate a lifetime of value from your clients.