There’s hardly a day that goes by where I don’t encounter a handful of real estate pros who “purge” their database of people who haven’t return contacted them in the past 90 days. In years past this may have worked, but considering the resources for long-term contact that we have at our fingertips today it’s an almost ludicrous strategy.
With the CRM technology available to salespeople of all realms, there is more power in the hands of the individual today than ever before. Sales has always been a “numbers game,” but how you manage those people-formerly-known-as-numbers in your database is more important than ever. CRM’s make it easy and very affordable to maintain long-term contact with a larger database than you’ve ever been able to manage previously.
When email drips are used properly, they’re a valuable tool for maintaining long-term contact. CRM’s make email drips easy. Don’t purge your database…that is your marketing microcosm! Instead, make sure everyone in your database is receiving some kind of monthly email drip to let them know you’re still there.
Forget: The “7-Year-Itch” Rule that has been pounded into our heads for the past 2 decades and states that “the average homeowner moves every 7 years.” Think realistically: The average homeowner will need you once…maybe twice in your lifetime. You need a lot of people in your database.
Remember: If you purge your database, you’re shrinking the number of people who will be aware of you you’re making it easy for people to assume you’re no longer in the business.
Your database is your own marketing microcosm of people who will, over time, become familiar with and comfortable with (and ultimately care about) your name in whatever business realm you’re in. Time can build credibility inherently.
If you’re new to CRM’s and could use some advice on what to look for, drop me a line:)
