10 SOURCES TO GROW YOUR DATA­BASE

Mod­ern real es­tate prac­tice is about agents be­ing more proac­tive by mar­ket­ing wisely to an au­di­ence of po­ten­tial ven­dors and buy­ers. Ed­die Cetin lists 10 ways to help you grow the data­base that drives your busi­ness.

Elite Agent - - FRONT PAGE - Ed­die Cetin

You don’t have to be a geek to know that hav­ing a clean, ac­cu­rate data­base mat­ters. Ac­cu­rate, rel­e­vant data is power – so you’ll need to be­come com­mit­ted to adding new clients into your prospect­ing pipe­line.

Un­for­tu­nately, many real es­tate agents strug­gle to build their data­bases, limp­ing by with old client lists on their phones, notes in Out­look or (worse still) re­ly­ing on their mem­ory for a prospect list. Such an ad hoc ap­proach to build­ing your data­base can only lead to frus­trat­ing peaks and troughs in monthly earn­ings – ul­ti­mately re­ward­ing your­self with ex­tinc­tion if you ne­glect to grow your data­base with new clients.

1 PAST AND PRESENT

You’ve al­ways got a rea­son to call your data­base: whether lev­er­ag­ing of­fice ac­tiv­ity and shar­ing news of a hot new list­ing or amaz­ing sales re­sult, or go­ing through past prospec­tive ven­dor en­quiries. Call to up­date your farm area on the lat­est news, and en­sure your data­base is com­plete and ac­cu­rate.

2 DATA­BASE CLEAN­ING

Go through old call lists and cam­paigns, check­ing in with past buy­ers to see if you can be of ser­vice. Grab those emails and mail­ing ad­dresses, and don’t be afraid to delete prospects who are no longer rel­e­vant.

3 EX­PIRED LIST­INGS

An oldie and a goodie, lit­er­ally. Keep in touch with po­ten­tial ven­dors with ex­pired list­ings by reach­ing out in the most ap­pro­pri­ate way for your mar­ket: calls, SMS or let­ter­box­ing. En­sure there’s a call to ac­tion if it’s a pas­sive com­mu­ni­ca­tion – whether that’s a news­let­ter or an eBook.

4 DOOR KNOCK­ING AND COLD CALL­ING

Tech­nol­ogy can’t re­place old­school prospect­ing favourites: try door knock­ing and cold call­ing on for size. Many agents ne­glect th­ese di­rect in­tro­duc­tions, con­sid­er­ing them old-hat. You know bet­ter: you build that data­base on brav­ery and reach­ing out.

5 FOR SALE BY OWNER

Dare you en­ter the lion’s den? We say yes! Look to pop­u­lar ‘for sale by owner’ web­sites for po­ten­tial ven­dors in your farm area. Ap­proach them with a help­ful at­ti­tude: they’re try­ing to save money, un­aware of the data and ex­per­tise you can of­fer them. Make a gen­tle in­tro­duc­tion and let them know you’re ready to help them if go­ing it alone fails to pay div­i­dends. Ex­am­ples of

Many agents strug­gle to build their data­bases, limp­ing by with old client lists on their phones, notes in Out­look or re­ly­ing on their mem­ory.

th­ese sites in­clude • For­sale­by­owner.com.au • Buymy­place.com.au • Face­book Mar­ket­place.

6 CORELOGIC AND LEAD GEN­ER­A­TORS

Take ad­van­tage of lead gen­er­a­tion prod­ucts from CoreLogic and sim­i­lar. Fo­cus on ar­eas sur­round­ing re­cently sold

prop­er­ties, and keep ven­dors in the area up to date on sales and rental re­sults.

7 LINKEDIN

Build your data­base with pro­fes­sional con­nec­tions too; LinkedIn al­lows you to search for direc­tors and those in man­age­ment po­si­tions, which might be use­ful for men­tor­ships and re­fer­ral re­la­tion­ships. Think to in­clude trusted ad­vi­sors who work in your cat­e­gory, such as fi­nan­cial ad­vi­sors, ac­coun­tants, lawyers and con­veyancers. Also take time to con­nect via LinkedIn with those al­ready on your data­base, ob­serv­ing those in their wider cir­cles of in­flu­ence. Be creative and find rea­sons to spark up con­ver­sa­tion and con­nec­tion.

8 TAR­GETED FACE­BOOK AND IN­STA­GRAM ADVERTISING

Very few agents take full ad­van­tage of tar­geted Face­book and In­sta­gram advertising which feeds di­rectly to their prospect lists. Us­ing a Quan­tium /CoreLogic data link, you’re able to tar­get prospects of your choice; for ex­am­ple, peo­ple with kids who’ve lived in houses within a cho­sen price range for over five years. Adding prospects to your data­base us­ing such tar­geted de­mo­graph­ics can be very re­ward­ing.

9 COM­MU­NITY IN­VOLVE­MENT

Walk the talk, and com­mit to your com­mu­nity! Choose to do­nate time and en­ergy to com­mu­nity groups that you con­nect with, whether they are Ro­tary Clubs, busi­ness or­gan­i­sa­tions, sports clubs, li­braries or schools. Char­ity events, fetes and lo­cal the­atri­cal pro­duc­tions – there’s myr­iad ways to con­nect with new peo­ple.

10 DE­VEL­OP­ERS AND BUILDERS

Con­cen­trate on build­ing re­la­tion­ships with the con­struc­tion in­dus­try in your farm area, keep­ing them up to date on lo­cal sales re­sults in the area and mak­ing you their go-to agent. CoreLogic can as­sist you with such data, as can lo­cal coun­cils. Dig a lit­tle! Once they’re safely in your data­base, send pro­fes­sional emails to this list to let them know about suit­able de­vel­op­ment sites.

Make it your pri­or­ity to build a clean data­base, rich with real clients and not dead po­ten­tial. This hard-won data will be the foun­da­tion from which you’ll dom­i­nate your mar­ket. Com­mit to nur­tur­ing your clients – you’ve got to be the agent who makes the most calls in your mar­ket! By un­der­tak­ing th­ese 10 data­base-build­ing ef­forts, you’ll soon en­joy more time in front of prospects con­vinced of your value, a buzzing re­fer­ral net­work and an en­vi­able po­si­tion as the ‘must call’ agent in your com­mu­nity.

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