Read time: 3 minutes
Have you missed listing a home that you previously sold? Have you got hundreds, more likely thousands of homeowners in a CRM that you’re not talking to? Are you seeing listings come on the market that you know are in your database? Have you spoken to a client, set a reminder for a callback when they’re ready to sell, and then seen it listed with another agent?
If you answered yes to any of these questions, you are likely not communicating to your database enough, or effectively.
In a world of bulk SMS, email, mass media, and social media – we need to level up our communication to effectively connect with our clients and convert more business. The Database Model business outperforms the old school ‘catch and kill’ style businesses, as they take the luck out of their future listing opportunities. (Of course, we still take the current stock too!)
So what is a Database Model business?
A Database Model business prioritises building a relationship with clients that they have in their database, who are not necessarily thinking of selling (yet), through regular, consistent and relevant communication.
Bulk emails each week with your latest listing does not contribute to relevant & consistent communication. This type of communication is relevant and interesting to a person looking to buy a property locally, but is absolutely not relevant to your homeowner clients.
An anniversary call once per year, or a card and a box of chocolates dropped on their doorstep doesn’t contribute to this either. Although annually is technically consistent, it is not regular enough. This type of gesture alone reeks of ‘think of me when you sell’ and the client knows it. It would be received totally differently if the client communication had looked something like this:
- SMS & Letter dropped to invite them personally to a neighbour’s open home for a property in their street
- A phone call from the agent’s team once per quarter with relevant information (market update report, recent result near their property, auction invitation etc)
- Just listed, auction invites & just sold calls for their street
- SMS with a big congratulations on their property anniversary! You could couple this with a box of choccies or a card if you wish – remember you cannot rely solely on this
- Invite to a new shop opening, wine bar, or movie night just for valued clients
- Invite to various community events or updates on community initiatives (new park approved, new walkway being built etc)
- Weekly or fortnightly DL’s, property signboards, newsletters, billboards, bus stops etc
Your communication plan may look different, but the key is that the personalised and relevant communication coupled with a layered marketing approach, builds and continues your relationship with the client. This regular communication cements you as their agent for clients you have sold for or to. For clients you have met in the marketplace but not transacted with yet, you are proving your expertise and showing them that you are the best agent to choose when the time comes.
And one day, when the time arises and it’s time for them to move on to their next adventure, you’ve already built the trust and cemented your place as their agent.
