Yardi announced a new product, RentCafe CRM IQ, for multifamily operators to manage relationships with customers and prospects. Working with Yardi Voyager and RentCafe, CRM IQ enables management of  "prospects, applicants and residents through every stage of the leasing and resident lifecycle."

"CRM IQ allows property owners and managers to reduce operational costs through centralization of their leasing offices with CLO-friendly features that streamline lead management, lease conversion and resident services," the company wrote. "Leasing agents can take advantage of a user-friendly dashboard that prioritizes customer-oriented data and provides a consolidated view of the customer journey across a portfolio."

CRM, standing for customer relationship management, is a category of software that companies use to centrally manage how they interact with customers. Typically, the major part is a data repository so everyone who might communicate with a customer or prospect has access to all previous history and a place to document things for others going forward. Salesforce is an example of a massive business built on being a cloud-based CRM vendor.