One of the easiest ways of generating business is simply working your database. The typical REALTOR® earns 13% of their business from repeat clients and 17% through referrals1, and this number only grows the longer you’re in business if you stay in touch.
And an organized database makes staying in touch and sending relevant, engaging content a lot easier.
Here are 5 key methods to use when organizing contacts in your real estate CRM
Lead source: Tagging every lead with the source gives you valuable insight into your best lead sources, and can help determine how you contact them. For example, an inquiry from realtor.com® may be more receptive to a phone call than someone who downloaded an e-book from your site, who you might just follow up with by email.
Pro tip: You can connect over 150+ lead sources to your Top Producer® CRM, and the lead source will be automatically added to the contact record.
Contact type: One of the most important ways to organize your database is by contact type. Knowing who your contacts are makes marketing to them a lot easier. Buyer, seller, sphere, past client, referral—you know the drill. And chances are you’ll apply more than one type to each contact.
Pro tip: Long-time Top Producer® power user, Leah Goldstein, sends out a survey to learn her clients’ preferences—from loan officers and lenders to whether they like coffee/tea or beer or wine—and then uses tags to keep track of their likes.
Property type: Investment property, single-family residential, condo, land, etc. Categorize your contacts according to the properties they own, or plan to buy. That way you can share information that’s relevant to them. For example, when a new listing comes on the market that matches what your condo buyers are looking for, you’ll be the first to tell them.
Location: Many say location is the single most important factor in real estate. The neighborhood, nearby schools, walkability and amenities—they’re all crucial. Knowing which area they’re interested in enables you to send super relevant and engaging content to your clients.
Last transacted date: Knowing when your contacts last bought or sold a home determines the type of message you send. A couple settling in to their home in the first few months would warrant a different message than a couple that has been in their house for 25 years.
My database is organized. Now what?
Follow up with a set number of clients each day.
If you haven't logged some form of communication with a contact in a while, your CRM should bubble them up with quick and easy follow-up options to make sure they don't slip through the cracks.
Target your marketing based on who they are.
Use the search options in your CRM to locate specific groups so you can send your message to the right people. Some CRMs allow you to take this a step further and customize your sales pipeline, so important groups are front and center and easily accessible.
Send content that's relevant and personalized.
Sending hard-to-find info on the real estate market is a great way to stay top of mind with prospects, past clients and everyone in between. Homeowners want to know how their investment is performing, and prospects appreciate being notified the minute a new listing hits the market. Products like the Market Snapshot® can automate this for you using the freshest MLS data available, making follow-up a breeze.
Top Producer® Systems has been a leading real estate CRM provider since 1982. Tens of thousands of agents and brokers use Top Producer® real estate software to help them manage leads and contacts, stay organized, and follow up with home buyers, sellers and owners. Learn more at topproducer.com.
1 - National Association of REALTORS® 2019 Member Profile