real estate

If you're not marketing to your database, you will fail

“ACCORDING TO A SURVEY BY THE NATIONAL ASSOCIATION OF REALTORS, 70% OF BUYERS AND SELLERS SAID THEY WOULD USE THEIR AGENT AGAIN. OF THE PEOPLE SURVEYED ON 17% HEARD FROM THEIR AGENT AGAIN.”

If you ask any agent that has been in the industry for a long time (especially any top producer), they will all tell you that they were able to build a sustainable business by constantly marketing to their database. IF YOU DON’T DO ANY OTHER MARKETING AT THE VERY LEAST, MARKET TO YOUR DATABASE A FEW TIMES A MONTH. Please reread that last sentence a hundred times and get it engrained into your brain.

OK now that it is stuck on repeat like a bad pop song, let me tell you why this is so important to do. Becuase referrals are a lot easier too close than cold leads. Ask yourself, would you rather be introduced to a new client from someone who already did the job of selling you or have to try and sell yourself from scratch? It’s a no brainer. Statistically, a warm lead will close more of the time than a cold one.

So now that you understand how important marketing to your database is let me make this easy for you. You really only need to market to your database around 28-30 times a year. And you only need to spend an hour a month doing so. If you can’t spend an hour a month marketing to the people who are going to send you business you seriously need to revaluate your schedule and maybe your life.

It is not really that difficult to do but it amazes me how many agents do not do this. If you really stop and think about the quote I started the blog with, a city of Chicago with 2.7 million people living here, how much business is being left on the table? I don’t know about you but I have no issue taking on that extra business.

HOW TO MARKET TO YOUR DATABASE?

The first thing you want to do is put together a game plan on how to market them. I suggest you market to them at least twice a month regularly, once quarterly, and a few times sporadically throughout the year. I use a simple Excel spreadsheet to keep track of every touch I do. I simply make the cell green if I do it that month or red if I forgot.

I said earlier that it is not difficult to market to your people and I meant it. I’ve been marketing to my database since I started and now most of my business is from referrals. I promise you I did not do anything too crazy either. Let me show you 1) I send a newsletter at the beginning of every month. I created a template in Mailchimp (free) and each month I go in and change the message and articles. It’s very simple and nothing over the top, but I get the most response from it compared to anything else I do. 2) Mid month I send a post card. Just listed, just sold, any awards I received or holidays. Just something tangible for people to hold. 3) Each quarter I send a quarterly update where I provide and update on the market with stats of what is going on. These three things total to 28 touches a year and it hardly takes me any time to do them.

***one suggestion I would like to make is to call your people. Calling is a lost art and nothing is more powerful than speaking to them.

Below are some suggestions you can use on top of the things I do:

  • Happy birthday card

  • Happy anniversary card (wedding or date they closed on the property if its your past client)

  • Handwritten note

  • Call you top referring clients

  • Sports calendar magnets

  • Card (or something) for kids birthday or just born

  • Stop by clients house randomly

  • Bring gifts to clients

  • Host a client appreciation event

SOCIAL MEDIA DOES NOT COUNT

I don’t count social media as a touch but I do believe it is an amazing way to keep in touch with your people. I always friend a client as soon as I close them and then add them to a Past Client Friends List I have set up. If you do not know what a friends list on Facebook is look it up! I like their posts and make comments. Being interactive with them. The more you interact with them the more they will see anything you post. Thats how Facebook works. If you are using social media to market yourself the last few lines are vital to getting your content seen by the people you want to see it.

Social media is also a great way to know when people’s important dates are. I.e birthday, anniversary, kids birthday. I use this often to find out when peoples milestones are and I add them to my CRM for future reference.

Side Note: I used Facebook in this blog but I also follow my clients on Instagram and LinkedIn. I just find it is easier to be more active with them on Facebook than any other platform. But go where your people are.

FIND A GOOD CRM

You don’t have to spend a ton of money on a fancy one. There are plenty out there that are reasonably priced and do a great job. I use Contactually and have for a long time. I like it becuase I set it up to get an email every morning with the 5 people I need to follow up with. It really helps keep me organized and consistent. But any CRM will work. Just make sure you have one you can rely on even if it’s an Excel spreadsheet.

To put a bow on all of this, I can not stress enough how important marketing to your database is. It is one thing that will set any realtor up for success from the very beginning if they market to their database consistently. If you do not market to your database, YOU WILL FAIL!

Mike Opyd