CASAFARI CRM forms training partnership with Academia REAL
CASAFARI CRM established a partnership with Academia REAL, founded by trainer Massimo Forte, in December 2022. The integration allows real estate professionals to access video learning courses directly through the CRM’s integrations section using a discount code, covering levels from rookie to top producer.
Massimo Forte specialises in sales techniques, client relations and behavioural skills, having trained thousands of professionals and published several books in Portugal. Access through the CRM brings together hundreds of hours of specialised training in video format, practical training and exclusive content.
In this interview with Massimo Forte on the real estate market and Paulo Fernandes, Director of CASAFARI CRM, discover the details of this partnership and learn how to leverage this training to elevate your business anytime, anywhere. You can sign in to the CASAFARI platform to explore these features.
How does Massimo Forte describe the REAL e-learning platform to those who don’t know it?
(Massimo Forte – MF) REAL is the acronym for Real Estate Advance Learning, a project created with the aim of democratising access to quality, specialised knowledge and experiences in our field, helping people start or advance their professional journey in the property market and, of course, boost their results!
REAL is an online training platform based on video learning that provides access to short, specialised courses, masterclasses and workshops for the real estate sector. It sets itself apart by aiming to build a hub of experienced trainers and professionals with proven, recognised success who can deliver real value by sharing techniques, strategies and experiences to turn the curious into true real estate professionals.
There are several levels of interaction: the courses are the most comprehensive and, in addition to supporting materials such as business roadmaps or adaptable scripts, they also offer the opportunity to interact by asking questions to the trainer, completing challenges and quizzes, and finally testing knowledge to obtain a certificate.
Anyone who chooses to use it simply picks where to start their journey, which ranges from Rookie to Top Producer. Best of all, it can be done via mobile, PC or tablet, at your own pace, anytime, anywhere.
You have been providing real estate training for many years. What are the main taboos real estate professionals have about prospecting?
(MF) I never tire of saying that Prospecting represents the first step of the sales process. Without mastering this step, subsequent ones, such as winning listings, simply make no sense. Despite knowing this, a large proportion of estate agents and other professionals have an aversion to prospecting.
They dislike direct approaches (unsolicited), feel it is unpleasant for themselves and others, and don’t believe in the process—viewing it as a wasted effort and a tedious activity. They give up before even starting, simply because they cannot handle:
- Limiting beliefs;
- Poorly defined objectives;
- Absence of purpose;
- Lack of technical and emotional skills.
When they recognise the importance of prospecting, they are eager to know how to do it. I always tell them that before the ‘how’, comes the ‘for what’ and the ‘why’. Why do you want to do it? What is your motivation? The truth is they can only understand their ‘why’ if they have a purpose! Often, they fail to launch or progress simply because there is no well-defined purpose.
After thinking strategically about how to connect prospecting activities to a purpose, they need to put into practice what will help them get there—meaning they must set prospecting goals and actions and, crucially, ensure consistent execution and tracking of results.
I consider that even at a stage of high consolidation and recognition for any real estate consultant, prospecting will always be the right attitude to keep breathing life into the property agency business. Good professionals know this, and newcomers will be able to prove it later on.
To explore all property management features, you can sign in to the CASAFARI platform.
What knowledge do you consider essential for a good prospecting plan?
(MF) This is a complex question that involves several key steps for prospecting to be successful. Here are a few key points every real estate consultant should pay attention to.
Having access to data and having a plan
There is no point starting prospecting without having local or market data and without a plan. A plan begins by defining a farming area that the estate agent knows (or will get to know), and above all, where they will make themselves known with the goal of becoming the local or market expert.
The prospecting plan must then include actions that encompass various types of active approaches (direct contact) and passive approaches (getting people to contact them later). These approaches can be carried out through online and offline channels with their sphere of influence, or within the community in their target area.
The plan must always be linked to goals and objectives, for example: “To achieve my desired revenue volume that allows me to reach my goal, I need to spend x hours per day prospecting with x email contacts, x viewings, x hours analyzing online data, x hours observing areas, etc.” The prospecting plan should be adapted to each individual and constantly tested so that improvements can be implemented.
Knowing how to stick to your schedule
If you have a plan, you need to detail it to make it effective—that is, define how many hours a day you will allocate to prospecting. But before that, you need to define the specific actions of your plan: what you want to communicate, through what channel, and when. Only after this step can you block out time slots in your calendar. Finally, you must respect your schedule, which means saying no when tasks appear that try to overwrite your planned prospecting. Only then can you guarantee focus and consistency in your prospecting plan.
Knowing how to execute
Following the previous two points, all that remains is to do, do, do. You can experiment with different times of day to carry out your prospecting activities, trying to understand what works best and when. You also need to keep in mind that if you happen to do less than planned on a given day, or nothing at all, you must compensate on another day as soon as possible.
Knowing that you can never stop
One of the critical success factors of prospecting is regularity and consistency. Most sales professionals tend to stop prospecting as their business grows because they focus solely on results and ignore the journey. This is a huge mistake: from the moment you start prospecting, you can never stop—after all, the consistency of your personal brand is at stake. It’s much like an athlete: if you stop training, your underlying fitness remains, but you gradually lose technique, immediately compromising your potential results.
Knowing how to measure
Doing isn’t enough; every single prospecting action must be measured. Only then can you determine whether you need to refine, improve, or even abandon certain actions if they aren’t working. Moreover, the habit of measuring everything we do is what ensures reliable performance data. Access to information, data and its measurement are indispensable marketing tools because they allow you to develop a critical mindset, making decisions and taking actions based on these insights.
Knowing how to learn
Learning in prospecting is continuous, whether acquired in the field, through data evaluation, training, or literature. Innovating in prospecting methods and activities is a critical success factor; prospecting must stand for purpose, valuable information, fun and drive.
Knowing how to refine
Refinement follows learning. Follow this logical sequence: learn, train, execute, test in the field, gather feedback, and finally refine.
Knowing how to be authentic
This last point is crucial, as Prospecting is merely “appearing”—that is, it is just a promise of who you are. If the promises are well made, you will certainly attract contacts, but when people reach out to you, you must actually be who you claim to be. Otherwise, your product—namely, “YOU”—will be a disappointment.
To enhance fieldwork and client management, discover the CASAFARI GO prospecting app and explore the solutions offered by CASAFARI CRM.
As Director of CASAFARI CRM, why do you consider this type of training offering important? What are the benefits?
(Paulo Fernandes – PF) Training is a valuable and essential pillar for any business. In real estate it is no different—on the contrary, it is one of the most important factors defining the level of effectiveness of every network, agency and consultant.
At CASAFARI, our goal is to provide property professionals with the best tools to optimize their operations and generate better results. Therefore, partnering with the top training platform in Portugal, the REAL e-learning platform, which has grown continuously since its inception, was a natural step.
This partnership provides not only access to this platform directly within our CRM, but also special conditions for our clients via an associated discount code.
What new features are in the pipeline for Q1 2023 in CASAFARI CRM development?
(PF) Our objective has always been to create an all-in-one service platform, a “one-stop shop” for the real estate industry—as such, we are constantly evolving, proactively iterating and improving our products.
Our current development has focused on both ends of the deal funnel: at the top of the funnel with CASAFARI GO to assist with prospecting and listing acquisition, and now at the bottom of the funnel, covering commission management, invoicing and current account management.
It is important not only to launch these features, but also to ensure they are integrated in an easy-to-use manner, maintaining the dynamism and user-friendliness that define us.
We will certainly have not only these, but many more innovative updates in the coming months!
We know you recently launched one of the features of the year in the real estate sector: CASAFARI GO. Could you tell us more about how client education is key to mastering these features?
(PF) The property business is built on the premise that there is inventory to transact; to that end, all major brands focus on fostering prospecting activity.
Academia REAL’s training pays close attention to this aspect of the business, making this join-up of efforts logical—not only to draw even greater focus to this need, but also to put all this activity into practice in a measurable and controlled way.
Until now, this was an area lacking tools capable of managing its effectiveness. That’s where the idea for CASAFARI GO came from, which had been in development for some time.
Since we all carry smartphones with GPS and cameras in our pockets, why not use them to record and optimise this activity? That question kicked off the game of prospecting. Consequently, we also focused on gamifying the app to ensure it is not only useful but engaging to use.
CASAFARI GO is a prime example not only of the innovation that defines us, but also of applying the best market data to the daily routine of estate agents. The mobile app not only tracks movement, but also suggests properties at the agent’s current location—both FSBO listings for potential acquisition and agency listings to facilitate co-brokerage deals faster.
To use the platform and access management and training tools, you can sign in to the CASAFARI platform.
Frequently asked questions
How does access to Academia REAL work through CASAFARI CRM?
Access to Academia REAL can be activated directly in the integrations section of CASAFARI CRM. CRM users benefit from special access conditions via an associated discount code. This integration offers video courses, masterclasses and workshops focused on professional development in estate agency.
Who are the courses on the REAL e-learning platform designed for?
The courses are designed for real estate professionals at any career stage, with learning paths ranging from Rookie to Top Producer. The platform provides supporting materials such as business roadmaps and adaptable scripts, alongside assessment quizzes, Q&A sessions with trainers and a final certificate. All content is accessible on mobile phones, computers or tablets.
What are the pillars of an effective real estate prospecting plan according to Massimo Forte?
According to Massimo Forte, an effective plan requires a clear purpose and a specialised farming area. The plan should combine active and passive approaches with measurable daily goals while respecting scheduled time blocks. Consistency in execution and continuous tracking of results are key to refining performance.
How does CASAFARI GO support real estate consultants with field prospecting?
The CASAFARI GO mobile app uses mobile GPS and camera features to track the consultant’s route and streamline field activities. The tool suggests properties at the agent’s location, highlighting private seller opportunities for listing acquisition and agency properties for co-brokerage. Learn more about prospecting made easy with CASAFARI GO.
How do I create an account on the CASAFARI platform and start using its tools?
Real estate professionals can create an account or sign in to the CASAFARI platform to access CRM, valuation and prospecting solutions. The platform also offers support resources and training webinars to help integrate these tools into daily workflows, helping optimise management and drive business growth.