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How Builders Should Really Be Using Their CRM with Heidi Schroeder
CRMs are one of those things every builder knows they need…
but very few feel like they’re actually getting the full value out of.
In this episode of Just Make It Pretty, Sarah sits down with Heidi Schroeder from ECI / Lasso CRM to talk about what’s really behind poor CRM adoption and why so many teams struggle to make it work inside their organization.
This isn’t a conversation about features or tools.
It’s about how CRM is actually used day-to-day… and why the builders getting the best results are treating it as a culture and coaching tool, not just a database.
Sarah and Heidi break down where things typically go wrong, how sales leaders can use data to guide better conversations, and what it takes to turn CRM from “extra work” into something that actually helps sales teams perform.
They also dive into one of the most overlooked opportunities in homebuilding… what happens after the sale.
Because for most builders, that’s where relationships quietly disappear…
when it could actually be their most valuable and cost-effective lead source.
- Why CRM adoption fails (and how to fix it)
- The real reason sales teams resist using CRM systems
- How to use CRM data for coaching instead of just reporting
- What sales managers should actually be looking at each week
- Why post-sale follow-up is one of the biggest missed opportunities
- How to turn past buyers into referrals, reviews, and repeat business
🔗 LinkedIn: https://www.linkedin.com/in/heidi-jw-schroeder/
📅 Book time with Heidi: Click Here to Book a Half HourInitial Discussion with Heidi🎤 ECI Connect Customer Conference (Las Vegas | Nov 16–18): ECI Connect Customer Conference 2026 – Las Vegas – Nov16-18
View all episodes
By Sarah HaynesCRMs are one of those things every builder knows they need…
but very few feel like they’re actually getting the full value out of.
In this episode of Just Make It Pretty, Sarah sits down with Heidi Schroeder from ECI / Lasso CRM to talk about what’s really behind poor CRM adoption and why so many teams struggle to make it work inside their organization.
This isn’t a conversation about features or tools.
It’s about how CRM is actually used day-to-day… and why the builders getting the best results are treating it as a culture and coaching tool, not just a database.
Sarah and Heidi break down where things typically go wrong, how sales leaders can use data to guide better conversations, and what it takes to turn CRM from “extra work” into something that actually helps sales teams perform.
They also dive into one of the most overlooked opportunities in homebuilding… what happens after the sale.
Because for most builders, that’s where relationships quietly disappear…
when it could actually be their most valuable and cost-effective lead source.
- Why CRM adoption fails (and how to fix it)
- The real reason sales teams resist using CRM systems
- How to use CRM data for coaching instead of just reporting
- What sales managers should actually be looking at each week
- Why post-sale follow-up is one of the biggest missed opportunities
- How to turn past buyers into referrals, reviews, and repeat business
🔗 LinkedIn: https://www.linkedin.com/in/heidi-jw-schroeder/
📅 Book time with Heidi: Click Here to Book a Half HourInitial Discussion with Heidi🎤 ECI Connect Customer Conference (Las Vegas | Nov 16–18): ECI Connect Customer Conference 2026 – Las Vegas – Nov16-18