This document discusses strategies for building and maintaining a real estate database. It recommends selecting a customer relationship management tool, gathering contact information for everyone known, and continuously looking to expand the database. The key is to regularly "touch" the database through mailers, phone calls, notes, market reports, and social media to stay top-of-mind for future real estate needs. Meeting with the top 20-25 contacts individually for coffee or lunch allows focusing on building strong relationships and asking for referrals.

1. 1
BUILDING YOUR
DATABASE &
EXPANDING YOUR
SPHERE OF
INFLUENCE

2. Open your mouth and hope
something flies into it
Flight of the confused
bumblebee
2
AGENT LEAD GENERATION PROGRAMS

3. Top 2 Answers
1. Referred by (or is) a friend,
neighbor or relative
2. Used agent previously to
buy or sell a home
3
HOW BUYERS FIND REALTORS®
52%
40%
12%

4. 4
HOW SELLERS FIND REALTORS®
Top 2 Answers
1. Referred by (or is) a friend,
neighbor or relative
2. Used agent previously to
buy or sell a home
60%
38%
22%

5. 1. How many people know that you are a
REALTOR®? (insert your own number)
2. Percentage that will move this year (NAR studies
indicate that people move, on average, once every ten years)
3. Number of people that you know who will
move this year (Multiply #1 by #2)
4. Captured business (Multiply #3 by 70%)
5. Average commission earned (Average sales price
($153,000) X Average commission percentage (5.85%) X Co-op
commission portion (50%) X Agent split (50%) X Berkshire Hathaway
HomeServices franchise fee (94%))
150
5
THE POWER OF YOUR DATABASE
10%
15
10.5
$2,103.37

6. 6. Commission income from your database (Multiply #4 by #5)
$22,085.38
6
THE POWER OF YOUR DATABASE

7. If you increase the number of people in your database
7
PLAYING WITH THE NUMBERS
200
$29,447
350
$51,533
500
$73,618

8. 8
THESE NUMBERS ARE CONSERVATIVE

9. 9
THE FORMULA DOES NOT ACCOUNT FOR
. . . selling your
own listings

10. 10
THE FORMULA DOES NOT ACCOUNT FOR
. . . sellers who also buy

11. 11
THE FORMULA DOES NOT ACCOUNT FOR
. . . commission split increases

12. 12
THE FORMULA DOES NOT ACCOUNT FOR
. . . referrals from outside your database

13. 13
WOULD BUYER USE REALTOR® AGAIN
OR RECOMMEND TO OTHERS *
* 2014 Profile of Home Buyers and Sellers, National Association of REALTORS®
60%
80%
50%
70%
40%
30%
20%
10%
0%
Definitely Probably Probably Not Definitely Not Don’t Know
73%
15%
5% 5% 1%
88%would probably use you again
or recommend you to others

14. 14
HOW REPEAT BUYERS FOUND THEIR
REALTOR® *
* 2014 Profile of Home Buyers and Sellers, National Association of REALTORS®
17%used agent previously
to buy or sell a home

15. 15
THE UGLY TRUTH
Unless you do something about it today . . .
80%. . . over
will use another
REALTOR® in the future

16. 16
SO WHERE DO YOU BEGIN?

17. 17
FOLLOW THE STEPS TO SUCCESS
Select
Your Database
Feed
Your Database
Touch
Your Database

18. 18
1. SELECT YOUR DATABASE

19. 19
1. SELECT YOUR DATABASE
 Get recommendations from peers
 Find out how much it will cost to use
 Trial version available?
 Invest time to learn the program

20. 20
1. SELECT YOUR DATABASE
Popular Customer Relationship Managers (CRM)
Lead
REsource

21. 21
2. FEED YOUR DATABASE
 Gather all the names, addresses, telephone numbers
and e-mail addresses of everyone you know
 Use the ‘Memory Jogger’

22. 22
2. FEED YOUR DATABASE
 Continuously look to add new people to your
database every day

23. 23
2. FEED YOUR DATABASE
 Learn how to ask for referrals
 The two best times to ask for referrals:
 Signing contract
 Settlement table

24. 24
3. TOUCH YOUR DATABASE
 Initial Mailer – Enroll them in a ‘Customer
Appreciation Program’ and include three cards
 Phone Calls – Obtain contact information that is
missing from your database

25. 25
3. TOUCH YOUR DATABASE
 Personal (Handwritten) Notes – Make it a habit of
sending three per day to your database (and others)
 Pop-bys – Visit one person in you sphere of influence
per week
Hi!

26. 26
3. TOUCH YOUR DATABASE
 Market Updates – E-mail monthly ‘Market Activity
Report’ from Seller Advantage within Lead REsource

27. 27
3. TOUCH YOUR DATABASE
 Items of Value – Send out one piece of information
per month regarding real estate (i.e. tax tips, home
maintenance, area info)

28. 28
3. TOUCH YOUR DATABASE
 Just Listed/Just SOLD/Open House Notices
 eCards – Notify your database of your activity. Produce the eCards in
the Marketing REsource in minutes. Easily download your database
to keep them informed.

29. 29
3. TOUCH YOUR DATABASE
 Just Listed/Just SOLD/Open House Notices
 Mailers – Notify neighborhoods of your activity. Produce the
postcards in the Marketing REsource in minutes. Create mailing lists
with the link to XpressDocs.

30. 30
3. TOUCH YOUR DATABASE
 Social Media– Know what is going on in the lives of
people in your database and interact with them

31. 31
3. TOUCH YOUR DATABASE
 Coffee/Lunch – Target the very best 20-25 in your
sphere of influence (and let them know it)

32. 32
3. TOUCH YOUR DATABASE
 Making phone calls for Coffee/Lunch
 Have passion in your voice
 This is a business meeting, not a social
 Make them feel special
 Look at their social media sites before you call

33. 33
3. TOUCH YOUR DATABASE
 Coffee/Lunch Agenda
 Have an ‘I care’ attitude. Ask and listen.

34. 34
3. TOUCH YOUR DATABASE
 Coffee/Lunch Agenda
 Give them information of value
 Interest rates
 Buyer’s vs. Seller’s market
 Absorption rates
 Neighborhood conditions

35. 35
3. TOUCH YOUR DATABASE
 Coffee/Lunch Agenda
 Ask for referrals a couple of times
 Who do you know that is looking to buy or sell a
home in the next 3-6 months? (then keep silent)
 Do you know anyone about to encounter a life
altering event (i.e. divorce, getting married, having a
baby)?
 If they run into someone this year that mentions real
estate needs would they be willing to give them your
name and number and get the client’s contact info?

36. 36
3. TOUCH YOUR DATABASE
 Coffee/Lunch Agenda
 Pick their brain for ideas
 How can I improve what
I’m doing?
 What do I do well?
 What do you see others
doing that I should
consider doing?

37. 37
3. TOUCH YOUR DATABASE
 Coffee/Lunch Agenda
 Pick their brain for ideas
 What are a couple of
things that made them
successful in their
business?
 How could you use social
media and technology to
more effectively help build
relationships?

38. 38
3. TOUCH YOUR DATABASE
 Coffee/Lunch Agenda
 REMEMBER; they are one of a special few. You
value their opinion. Make them feel like they will
be a part of your team.