Integration capabilities are becoming a critical factor for estate agencies when selecting customer relationship management (CRM) systems. Data from property technology company Kerfuffle indicates that 39% of agents find integrations a significant frustration with their current suppliers.
To address this, Kerfuffle has launched an integrations directory, which includes 309 integration partners, and a free CRM Matcher service. These tools are designed to help agencies evaluate the compatibility of CRM systems with their existing technology.
Simon Whale of Kerfuffle noted that the quality of integrations varies, ranging from deep, two-way native integrations to basic email transfers. The directory allows users to search for compatible CRMs by specific tools or to view available integration partners for a given CRM. A rating feature has also been added for agents to provide feedback on real-world performance.
The CRM Matcher tool streamlines the selection process by generating a shortlist of three to five CRM options based on an agency's current CRM, essential existing tools, and required integrations. This service aims to reduce the time agencies spend evaluating systems before arranging demonstrations.
Kerfuffle is requesting user feedback to maintain the accuracy of the directory, asking agents to rate integrations and suppliers to verify information. The company plans to expand the platform beyond CRM integrations, reflecting a growing industry focus on functional compatibility.