4 data­base habits to drive list­ings

Elite Agent - - DATA INSIGHTS - Ed­die Cetin

In a shrink­ing mar­ket that's fu­elled and chal­lenged by tech­nol­ogy, it can be easy to get dis­tracted. But, if you want to get to the next level this year, says Ed­die Cetin, go back to ba­sics and adopt these four key suc­cess habits.

In a mar­ket where fewer, more ef­fec­tive real es­tate op­er­a­tors are do­ing more, it's crit­i­cal to go back to ba­sics, de­vel­op­ing a foun­da­tion of con­sis­tency un­der­pinned by data­base power habits. Lead­ing agents will al­ready have de­vel­oped a clean data­base that is suited to their busi­ness; now they'll be look­ing to build a ‘mar­ket­ing ma­chine', cre­ated to of­fer each agent greater re­wards and more list­ing op­por­tu­ni­ties with less ef­fort.

In an­tic­i­pa­tion of a record­break­ing 2017, here are the data­base fun­da­men­tals to fo­cus on to get back to ba­sics. Don't be un­der­whelmed by the ap­par­ent sim­plic­ity of these habits. They might seem in­tu­itive, but they en­com­pass many ar­eas where sales agents strug­gle to main­tain con­sis­tency. Poor data­base habits show up as poor sales re­sults, so don't be­come a statistic!


Pump up your Spo­tify prospect­ing playlist, then fol­low these steps in your power calling ses­sions for max re­sults. 1. Cre­ate a prospect­ing list (for ex­am­ple, buy­ers, prospec­tive ven­dors, ven­dors, past clients) Make the phone call Make de­tailed call notes Cre­ate a fu­ture task or re­minder 2. 3. 4. 5. Take ac­tion • Up­date con­tact de­tails; their email, re­lated con­tacts, ad­dress, rel­e­vant an­niver­saries and re­quire­ments are key. • Send email, SMS or let­ter as

ap­pro­pri­ate 6. Re­peat on next prospect.

Di­rec­tor tip: Help your sales agents em­brace these data­base suc­cess habits by set­ting KPIs for the num­ber of prospect notes made, num­ber of tasks cre­ated and num­ber of con­tacts added or mod­i­fied per week. Run­ning re­ports on these data­base items reg­u­larly can en­sure you are con­tin­u­ally build­ing a data­base as­set that de­liv­ers. Hav­ing a cloud-based CRM makes this rou­tine easy to man­age, sav­ing you hours of ad­min.


It's in­creas­ingly dif­fi­cult to reach peo­ple on the phone and, whilst email is im­por­tant, only 20 per cent of emails are opened – which means you are rarely reach­ing your prospects. Cur­rently, SMS is the most pow­er­ful tool agents have at their dis­posal. The open rate is a whop­ping 95 per­cent within min­utes of send­ing; it's short, sharp and al­lows prospects to re­spond im­me­di­ately. The SMS suc­cess habits lead­ing agents main­tain are: • Send­ing an SMS postin­spec­tion, thank­ing prospects for at­ten­dance. • Send­ing an SMS af­ter an of­fer has been made to buy­ers with in­ter­est in the prop­erty. • Send­ing an SMS pre-mar­ket alert to hot buy­ers rel­e­vant to the listed prop­erty. Your CRM should al­low you to do this eas­ily, even from your phone. It will log these SMS con­tacts against ev­ery prospect, al­low­ing you to see a his­tory of com­mu­ni­ca­tion.


Great agents are great in­flu­encers. Pro­vid­ing reg­u­lar, com­pre­hen­sive ven­dor re­ports will cer­tainly help you to achieve bet­ter re­sults in 2017. Un­for­tu­nately, many agents skip ven­dor re­ports, cit­ing the amount of time nec­es­sary to put one to­gether. Some agents just send web re­ports from the main real es­tate por­tal, pro­vid­ing only part of the mar­ket pic­ture to a ven­dor.

A good CRM will en­able you to cre­ate a tai­lored, ef­fec­tive ven­dor re­port within five min­utes, in­clud­ing ev­ery­thing from sta­tis­tics to de­tailed com­ments from buy­ers. A ven­dor re­port can also be a valu­able list­ing tool – a juicy car­rot dan­gling in front of a prospec­tive ven­dor as you show them lists of hot buy­ers ready to buy a home just like theirs.


Con­sider ways you can be more help­ful to your com­mu­nity this year. While emails are the most cost-ef­fec­tive form of com­mu­ni­ca­tion, they are also the most abused with generic and

Cur­rently, SMS is the most pow­er­ful tool agents have at their dis­posal. The open rate is a whop­ping 95 per­cent within min­utes of send­ing.

ir­rel­e­vant mes­sag­ing.

At the core of great email mar­ket­ing are two things: the ac­cu­racy of your list through con­tact cat­e­gories, and the email sub­ject ti­tle and mes­sage. Share your knowl­edge of what's oc­cur­ring within your area of ex­per­tise, how the mar­ket is far­ing lo­cally and ad­vice for peo­ple to make com­mon prop­er­tyre­lated de­ci­sions.

In this mar­ket the most help­ful and at­ten­tive agent will win. Your data­base habits will help you fo­cus where it counts.

Ed­die Cetin is the founder of Agent­box. For more in­for­ma­tion visit agent­box.com.au.

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