Database Management is the Most Underutilized Tool in Real Estate



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Ever since I’ve been recording and sending out these agent training blogs, I’ve begun to notice a plethora of topics that need attention. One of those things popped up recently as I was tweaking my database.

Just how much are you using your customer database?

Even more important than answering this question is to realize whether or not you really understand how much opportunity actually lies in those names, phone numbers and email addresses.

Without a doubt, I know that most of you will answer with a resounding “YES!” when I ask if you want to increase your business. But tell me this – how many have seriously sat down and looked over your database? The fact is that with a few, very simple, steps you can and will touch upon the lives of each and every one of the names in your database. And by doing so you will automatically invite a whole new world of prospective clients into your business.

Get in Touch and Then Stay In Touch
There’s a good chance that you’ve already done your homework and set up a fairly decent database of some sort. In that database I can probably guess that there are at least a few hundred names (or more, depending on where you are in your career). These are likely names of people that you have worked with, expect to work with, hope to serve in the future or those that may refer you to people in their spheres of influence.

But here’s the thing: What are you doing with those names? How do you know they even remember meeting you the first time? Can you, with absolute certainty, be sure that when it comes time for them to engage in a real estate transaction – that you will be the one they call? The answer to this last question is – no. You cannot be sure. But if you get in touch with them, stay in touch with them and provide them something of value – they will remember you the moment something of importance comes up. 


Give Them Something They Need and They’ll Come Right Back To You
That is what customer relationship management is all about. Now, instead of losing money every month by missing out on the myriad inquiries that could have come through – you can now be enjoying the fruits of your success from being known as the expert in real estate for their area.

Here’s what you do: record two videos each month. These videos should be packed with great content that shares valuable information only an expert real estate agent might share with his or her prospective clients. It can be anything from the latest market statistics, to information on how long a short sale will take or even buying and selling guides. No matter what you send out, the important thing to remember is that you are positioning yourself to being a trusted advisor and an expert in the field. Here’s the best part: when they need someone or something, you are the one they will call. It’s as simple as that.

I know this works first hand because I am a living, breathing example of someone that this has worked for. Take this recent case of a couple that had been receiving my videos for almost nine months. They were not ready at first – and quite honestly, I wasn’t even really thinking of them. But eight and a half months later their circumstances changed and all of a sudden they had decided to move to another state. Who do you think they called to list their home?

Keep in mind that one of the most important things in your business is predictability. Database management is one of the easiest ways to reach out into your sphere of influence and touch lives – yes, literally touch lives – with your sincere commitment to helping them with their real estate needs. Simply add a few dozen new email addresses to your database each month and watch your business grow – on its own accord!


No one more than me wants to see you be successful in this business. That’s why I invite you to contact me if you have any questions about how you can maximize your business and commissions by using this tested, tried and true technique.

Thanks for visiting my blog and I’ll see you next time!