Organizing a Realtors Most Valuable Asset

A Realtors most valuable asset is their mailing/client list. It grows over years but few Realtors use it to it’s full capacity.

Here is how the typical Realtor may use their mailing list:

Send email news letters out
Mail out calendars with sports schedules on them
Send Christmas and Birth Day cards out
Send postcards out asking for referrals
Add your own use here….

Let’s pare that list down a bit and focus on the list that contains only clients that you acted as a buyer or seller agent for. Like all good agents you know their email addresses, their current home address, their previous home address, perhaps their ages or a good guess, their current or previous phone numbers, their financial status (approximate household income), their relationship status (married, single, divorced), their employment status (company they work for, retired etc), the value of the transaction you handled, and a few more things.

Now let me ask you a few very critical questions that can make a huge difference in your business going forward.

What do you do with all that information besides what we had listed already?
What form is it in?
How do you organize, update and maintain that info?
Do you have any idea as to what to do with it all?

Now consider this. These are the clients you have been successful with. That success will most likely keep them coming back to you when the need arises if you have done a good job for them. How do you intend to grow that list? How do you find more clients just like those? If they have just completed a sale or purchase are they going to buy that other listing that you have just like what they just bought? I think not but you still have to sell it. The potential buyers from your client list is a very small pool. They have to be ready to buy. They can’t have just bought or sold a home with you in the last 2-3 years. Their financial, family and personal preferences need to match that listing you have and they have to be in the market for a new home. Considering that you wind up with a small subset of your list that may be potential buyers. But here’s the kicker… most likely you could not find them in your list with ease. Be honest with yourself, how would you find them? How long would it take?

Sooo… now you ask what does that have to do with anything? I spent a few hours going over my list and now I have an even smaller list! Let me answer that with another question. Wouldn’t it be great if you had access to a list of potential buyers just like that smaller subset that matched your current specific listings? perhaps 10 to a hundred or maybe a thousand times bigger but just like those clients in terms of finances, family and personal preferences and even better, are now currently looking for a new home! Wow wouldn’t that be great!

As we always say…We are here to help! We can show you how to organize your list and what format it should be in, but it’s you that have to do the organizing work and stay committed to it. Once that’s done we can use that list to find, build and use a “look alike” audience and present your listings to them in the form of social media ads that work. A list as small as 100 clients can get the process moving and produce results. When we say results we mean getting hundreds or thousands of “look alike” buyer’s eyeballs on your listing and willingly engage looking over the property on-line.

Download and use this Excel spread sheet to get started. Make a habit of gathering as much information about every contact you meet. Could be from sales, listings or even casual contact at open houses. Get all the information you can and add that information to this Sheet. This sheet can easily be turned into a database and act as the feed to agencies that can help market your homes. By the way we do that also.

It may seem like a daunting first step but it’s the best step you can make to organize your leads and clients into a valuable usable asset. Make it part of your everyday workflow. And remember we’re here to help.

Download this free MS Excel sheet to get started…

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