Databases are the way to higher customer retention
I have three girls 10, 6, and 2. Between the 2 older ones singing the Meghan Trainor song and my youngest putting on her dance moves, I hear most days that “It’s all about the bass”. In real estate it’s the same thing. Your database is your goldmine. The more you work it the more gold you’ll get. When a client you worked for buys or sells a house, what is your system to follow up with them after the closing? Whether you were the real estate agent, attorney, insurance agent, lender, or any other business that was involved in the transaction, how do you maintain a relationship with them?
It’s not as hard as you think. The first step is understanding the why. We’re all in sales and understand that warm leads like referrals have a higher chance of closing than a cold lead. So what’s warmer than a past client referring you a friend or family member who is looking to buy a home? To get here we need to know how to make and market our database. Let’s start with the making of a database. Even an archaic excel spreadsheet with a few columns would be enough of a start. . There are many free (my favorite word!) and inexpensive CRM database programs out there you just need to do some research. Now that you have a database system what do you do with it?
Everybody you come in contact with throughout your day needs to be added. The more the merrier. Sales is a numbers game the more people you know the more of a chance you get a referral. What you market to your database is also important. Sending them value added information will keep them from unsubscribing and passively promote your business. For example if you’re a realtor and hosting a home buyer’s seminar, why not send out the details of the event to your past clients asking them to pass it on to their friends who may be buying in the future. Or if you’re an attorney send out information on not forgetting to give your accountant a copy of your hud when doing your taxes. With the kind of winter we had, insurance agents should be sending out information on ice dams or other winter related tips that customers would find helpful. With a bit of time and effort you can have a working database that will continue to generate business year after year.
DRIP CAMPAIGNS AND DATA MANAGEMENT CAN GROW YOUR NEW BUSINESS AND RETAIN THE BUSINESS RELATIONSHIPS YOU ALREADY HAVE. I’D BE HAPPY TO HELP YOU GROW YOUR BUSINESS. CALL ME TO SCHEDULE A MEETING.
By Norm DeLaura
5 Oakland Rd Suite 3
South Windsor CT 06074