In the fast-paced world of commercial real estate, data is your agency’s most powerful asset — but only when it's clean, accurate, and up to date. If your CRM is cluttered with outdated contacts, duplicate listings, or stale enquiries, it may be time for a digital spring clean.
Good CRM hygiene ensures your team can act quickly on opportunities, provide better client service, and maintain a strong reputation in an increasingly competitive market. Here’s how to spring clean your data and keep your Surga Central CRM in top shape.
1. Audit Your Data Regularly 🔍
Start by running a comprehensive audit across your CRM. Identify:
- Inactive contacts and leads
- Duplicate records
- Properties that are no longer on the market
- Unqualified or unverified entries
Use Surga Central’s reporting and filter tools to segment your database and flag anything that hasn’t been updated in the past 6–12 months.
2. Remove Duplicates and Dead Leads 🗑️
Duplicate entries don’t just clutter your system — they confuse your team and can damage client relationships. Surga Central provides tools to identify and merge duplicate contacts and listings. Removing dead leads, such as bounced email addresses or unresponsive contacts, also keeps your marketing efforts targeted and efficient.
3. Update Property Records and Statuses 🏢
Ensure every property in your CRM reflects its correct status. Close listings as leased, sold or withdrawn to avoid misleading prospects. Out-of-date property information can erode trust with tenants, buyers and landlords alike.
Surga Central’s workflow automation can help ensure that records move through your sales and leasing lifecycle cleanly and efficiently.
4. Clean Up Contact and Company Records 📇
Ensure key details are accurate and complete, including:
- Current company names and addresses
- Contact phone numbers and email addresses
- Decision-maker roles
Where appropriate, group related contacts under company records and use Surga Central’s tagging and categorisation features to improve segmentation for email marketing and reporting.
5. Use Smart Lists and Segmentation 📊
Once your data is clean, leverage Surga Central’s profiling functions to build dynamic segments. For example:
- Active investor buyers in a specific postcode
- Tenants seeking office space above 1,000 sqm
- Owners with listings that expired in the past 3 months
Smart profile lists keep your pipeline organised and allow agents to work more strategically, ensuring no opportunity is overlooked.
6. Train Your Team on Data Entry Standards 🎓
Clean CRM data starts with consistent entry. Define internal standards for how data should be entered and maintained. For example:
- Use title case for names and addresses
- Always include a mobile number if available
- Set a follow-up task for every new enquiry
With clear expectations and regular training, you’ll avoid poor data creeping back in after your clean-up.
7. Schedule Ongoing Maintenance 📅
CRM hygiene isn’t a once-a-year job — it requires discipline. Set a recurring task each month or quarter to:
- Review key profile segments
- Check email marketing subscription lists
- Archive or update old records
- Revisit leads with no recent activity
Surga Central can help automate reminders and status updates to support ongoing data maintenance.
Your CRM should empower your agency — not hold it back. By cleaning and maintaining your database, you give your team faster access to relevant insights, improve engagement with clients, and position your agency as a professional, proactive operator.
Surga Central is built with data quality in mind. To learn how to get the most from your CRM or explore our latest updates, please visit www.surgacentral.com.
Need Help? Speak to Surga Support ❓
Whether you're ready to kick-start a full CRM clean-up or want help getting started with smart lists, our support team is here to assist. Surga Support can guide you through:
- Running database audits
- Identifying and merging duplicate entries
- Updating bulk records
- Creating profiles
- Setting up best-practice workflows
If you’re an existing Surga Central client, contact our support team directly at support@surgacentral.com.
We’re here to ensure you get maximum value from your CRM — with clean, actionable data that powers smarter decisions.