Top-per­form­ing agents work hand in glove with their data­base, ac­cess­ing the right con­tacts at the right time to max­imise their list­ing op­por­tu­ni­ties. If this doesn’t sound fa­mil­iar, it’s time to in­vest a lit­tle qual­ity time to as­sess your data­base. Ed­die

Elite Agent - - CONTENTS - Ed­die Cetin

Ed­die Cetin

As a real es­tate agent your data­base is your daily go-to. Pow­er­ing your busi­ness for­ward, it should al­low you to see hot ven­dors, ready-to-go buy­ers and ap­point­ments at a glance to help you get the most from ev­ery day.

How­ever, this doesn’t mean cre­at­ing an overly-com­plex data­base with an im­pos­si­ble num­ber of cat­e­gories; in fact, too many cat­e­gories can lead to over­whelm. If – af­ter a pe­riod of ex­plor­ing what your data­base of­fers – you’re still con­vinced it is the CRM for you, get to work over­com­ing the data­base co­nun­drum of what you should fo­cus on and when.

Be­fore you start chop­ping prospects and buy­ers into A, B and C groups, think care­fully about the end goal of your data­base struc­ture. Plan to ac­cess your in­for­ma­tion without wad­ing through thou­sands of con­tacts to find the gold. To achieve this goal, it’s im­por­tant your CRM sup­ports con­tacts be­long­ing to mul­ti­ple cat­e­gories without du­pli­cat­ing de­tails. Many data­bases fail at this point, and client data can soon be­come a night­mare to man­age.

Here are seven cat­e­gori­sa­tion tips to con­sider im­ple­ment­ing in your data­base, help­ing you to or­gan­ise your re­la­tion­ships and over­come CRM con­fu­sion! With these prac­ti­cal struc­tures in place, you can kiss good­bye to los­ing clients in your data­base.


Cat­e­gorise your Prospect Ven­dor pipe­lines into A, B, C, or Hot, Warm, Cool, or Sell­ing in three months, six months, 12 months – what­ever cat­e­gories you choose, be con­sis­tent so you can quickly tar­get these groups with your sales ac­tiv­i­ties. En­sure you clean these lists weekly, so you know your Hot Ven­dors still meet that cri­te­ria. Then have an­other two cat­e­gories, Owner and Land­lord, which you may want to find eas­ily in your data­base but aren’t nec­es­sar­ily cov­ered in the cur­rent pipe­line def­i­ni­tions.


Split these into Ac­tive and Pas­sive. Ac­tive Buy­ers are those who are bid­ding or mak­ing of­fers now, while Pas­sive Buy­ers are mon­i­tor­ing the mar­ket but would like to buy within the next year if some­thing meets their needs. Ac­tive Buy­ers can feed di­rectly into your Hot Ven­dor list if they need to sell their prop­erty be­fore or af­ter pur­chas­ing else­where. If a buyer isn’t ac­tive or pas­sive, they are a con­tact who may ben­e­fit from your au­to­matic email prop­erty alerts, which is a use­ful way to keep them across mar­ket ac­tiv­ity.


A catch-all mix of past ven­dors and past buy­ers. They’re es­sen­tially peo­ple you have a re­la­tion­ship with that you should con­tinue to nur­ture ev­ery six months.


En­cour­age fam­ily and friends to re­fer to you with a ded­i­cated cat­e­gory just for your near­est and dear­est. It makes com­mu­ni­cat­ing fam­ily days and Christ­mas par­ties much eas­ier!


Flag rel­e­vant ven­dor and buyer groups depend­ing on the key cam­paign ac­tiv­i­ties you want to en­gage them with through­out the year. Rea­sons for out­reach could in­clude an an­niver­sary re­minder of sale or pur­chase, fes­tive gath­er­ings, devel­op­ment launches, com­mu­nity events and fundrais­ing ini­tia­tives.


Don’t for­get to nur­ture re­la­tion­ships that build your busi­ness. Stay in reg­u­lar com­mu­ni­ca­tion with bank val­uers, bro­kers, ac­coun­tants, so­lic­i­tors, devel­op­ers, school net­works and Plan­ning Depart­ment coun­cil mem­bers. These groups can prove to be good sources of in­for­ma­tion and re­fer­ral if some­one is con­sid­er­ing sell­ing. A rec­om­men­da­tion of your ser­vices from a ‘trusted ad­vi­sor’ could be the edge you need to win that list­ing.


Don’t fall into the trap of mix­ing the ter­mi­nol­ogy used for prop­erty fea­tures and buyer re­quire­ments with con­tact cat­e­gory names. Add spe­cific prop­erty fea­tures to their prop­erty search re­quire­ments pro­file which will help you bet­ter ser­vice their needs in fu­ture, such as bed­rooms, bath­rooms, garage, pool. These are dif­fer­ent to area-spe­cific needs which could in­clude wa­ter views, moun­tain views, school zone, reli­gious/ cul­tural needs. Then, when you have a new list­ing, you can match prospec­tive buy­ers in your data­base with those fea­tures and re­quire­ments.

An ef­fec­tive data­base cat­e­gori­sa­tion strat­egy will help you avoid ‘blast’ mar­ket­ing. Mass mar­ket­ing leads to poor client en­gage­ment and un­sub­scrib­ing from your data­base. Your CRM should al­low you to seg­ment data into your re­quired cat­e­gories and then quickly send tar­geted, rel­e­vant in­for­ma­tion to your con­tacts. •

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