It’s not the size of your database that matters. It’s how you use it.
You can have a database stacked with names, but unless you’re creating real connections with those people, all that contact information is just that — information. But with systems in place to develop stronger relationships within your sphere, all of that information can turn into closed business and an ever-churning pool of referrals.
Top agents will tell you: It’s important to be disciplined about staying connected with your database. A systematic approach ensures you make enough regular touches to stay top of mind as the go-to real estate expert.
Follow the six strategies below to create — and maintain — real connection with your sphere.
1. Get purposeful about the data
You can’t connect with someone if you can’t contact them. Successful agents emphasize the importance of extracting as much information as possible from every single person you come into contact with and entering it into your database — from day one. Phone numbers, email addresses, social media handles, and physical addresses are the foundation. Details on how you met, communication preferences, personal and relationship data (birthdays, anniversaries, family members, pets), and property information can take your database to the next level.
This is one place leverage can help save you time and keep you up to speed. Consider appointing a member of your team or hiring someone who can be your “database ambassador.” Make it their job to input as much information as possible about each lead into your system, ensuring that contact records are correct and tailoring each touch to the individual.
When you get busy with listing appointments, showings, and closings, this approach helps make sure you don’t lose touch with the most important aspect of your business: people.
2. Don’t be afraid to dump someone
On the flip side, don’t be afraid to strike names from your database. Keeping a handle on the people in your contacts list allows you to continue building meaningful relationships with them — and cull from your contacts when you need to. Some agents find it works best to cull their databases annually to keep them manageable, eliminating those contacts whose mail gets returned or who don’t open up emails or send referrals. “Scrubbing” your list often, and categorizing your contacts, helps you keep your database clean and organized as you build your business.
3. Commit to consistency
Relationships are built out of familiarity, so it’s crucial to stay top of mind with your connections. That’s where consistency comes in. Consider committing to a systematic calling approach*, such as calling your way through two letters of the alphabet in your list every week. (And be sure to put this task on your daily or weekly calendar!)
If you’ve already reached out to your contacts via mail or email, adding a call to your touch campaign helps deepen your connection. When you reach out, make sure to come from a place of contribution and genuine service.
4. Figure out who’s in the game
Many top-producing agents see the vast majority of their business coming from repeat clients, and some of that success can be credited to the structure of their databases.
Consider labeling contacts as active players or benchwarmers — those who are getting in the game or those who are sitting it out for now. Reach out to your most engaged contacts weekly, so you’re front and center anytime they think of real estate.
5. Create conversations about real estate
When you talk to your sphere about real estate, you’re really accomplishing two goals. Every interaction can serve to deepen your connection with your sphere, while discussions about real estate also add credence to your role as the economist of choice in your local market. Look for opportunities within your natural communities — whether through your church, social groups, or other organizations — to talk about real estate. Holding a seminar or educational event can help you build trust within your community while building your reputation as a real estate expert.
6. Prioritize your connections
The fact is, not everyone in your database will be undertaking a real estate transaction every year. But in the meantime, they might just refer you to someone else who is buying or selling. One way to keep your referral pipeline open is to place a special focus on nurturing connections with the folks who regularly engage with you — whether that’s answering their phone when you call, responding to email, or attending your client appreciation events.
Rather than spending time with everyone on your contact list, prioritize those who are actively engaging with you and attending your events. They’re the most likely to refer you to a friend, family, or neighbor, or to reach out when they’re in the market themselves.
WARNING! You must comply with the TCPA and any other federal, state or local laws, including for B2B calls and texts. Never call or text a number on any Do Not Call list, and do not use an autodialer or artificial voice or prerecorded messages without proper consent. Contact your attorney to ensure your compliance.