Barry Plant Embraces a ‘CRM-First’ Approach with Propic to Enhance Efficiency and Drive Growth
Barry Plant has announced a strategic partnership with Propic to integrate advanced AI-driven solutions, marking a significant shift toward a ‘CRM-first’ culture. This collaboration aims to leverage technology to streamline operations and foster business growth.
Since the implementation of Propic’s Corporate Management System (CMS), Barry Plant has experienced notable improvements in team productivity, cost efficiency, and data management. The new system has consolidated various data sources into a single, user-friendly dashboard, enhancing operational efficiency and decision-making capabilities.
“The productivity gains have been remarkable. This system has not only delivered financial benefits but also supported our growth and enhanced the performance of our Business Development Managers (BDMs).”
Darren McCoy, Chief Technology Officer at Barry Plant
McCoy emphasized that the CMS provides real-time insights into market data, performance metrics, and recruitment trends, which has been invaluable for optimizing their listings across multiple portals. Additionally, the CMS is projected to save Barry Plant hundreds of thousands of dollars annually by reducing reliance on other PropTech tools and simplifying their technology stack.
“We faced challenges regarding the delivery and timeliness of information. Revamping our tech strategy with Propic has been a game-changer, addressing many of our business challenges and supporting growth at both the office and franchisor levels.”
Lisa Pennell, Chief Executive Officer at Barry Plant
Pennell praised Propic for their ability to tailor the Salesforce CRM platform to meet specific client needs. She noted that Propic’s customization has provided Barry Plant with real-time access to essential data, enhancing their ability to make informed strategic decisions. This improvement has positively impacted recruitment, leadership, customer journey evaluation, and training assessment.
Barry Plant’s Digital Experience Manager, Emma Smith, described the transition to a CRM-first culture as a game-changer. She highlighted how the industry has traditionally struggled with complex technology systems, but by establishing a new standard, they are now enabling their offices to streamline technology usage and effectively leverage data.
David Choi, Chief Commercial Officer at Propic, explained that their CMS is designed to enhance franchise operations. Unlike traditional CRMs, which are often isolated and site-specific, Propic’s system aggregates data to provide a unified customer view for corporate or franchise groups. This integration simplifies processes and delivers comprehensive insights.
Choi also emphasized the benefits of outsourcing these services. For Barry Plant, Propic’s CMS acts as a comprehensive corporate management platform, offering customized insights and market data. The system is tailored to meet Barry Plant’s specific needs, effectively becoming an integral part of their operations and extending the capabilities of their team.
He added that the CMS can integrate and streamline data from multiple CRMs into a single platform, eliminating the need for manual data consolidation.
Pennell concluded by emphasizing that the partnership with Propic allows Barry Plant to stay focused on their core business of real estate. She pointed out that many companies invest heavily in developing and maintaining their own technology solutions, which can become a distraction from their main objectives. By collaborating with Propic, Barry Plant benefits from advanced technology and specialized expertise without diverting their attention from real estate. This strategic alliance enables them to streamline operations and concentrate on delivering exceptional real estate services, ensuring continued success in the market.
