Dec 5, 2023
Here’s a secret foundation for building your real estate business.
It’s an acronym that most real estate agents don’t know about, but
it's essential to creating a successful business.
This episode will discuss the importance of setting up, optimizing,
and engaging your database or CRM (Customer Relationship
Management) system to generate a steady flow of deals for your
business.
Your database is not just a tool for an organization but a valuable
asset that can be sold if you decide to exit the real estate
industry. Listen to this week’s episode of The Real Estate Sales
podcast to learn more about it!
E - Everybody Goes in Your Database
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To ensure a comprehensive database, you must include everyone you
know who could be a buyer or seller.
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This includes renters, homeowners, and your sphere of
influence.
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Having a wide range of contacts in your CRM system allows you to
reach out to them consistently and build relationships over
time.
N - Notes on Every Person
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As your database grows, remembering every detail about each contact
becomes challenging.
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Therefore, taking notes on each individual is crucial, capturing
vital information and personal attributes that will help you deepen
your relationship with them.
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This includes interests, future plans, and anything discussed
during conversations.
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The more information you have, the better you can serve your
clients, making your database more valuable.
G - Generate Automated Property Emails
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By setting up your CRM system to send automated property emails,
you can provide consistent value to your
contacts.
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For homeowners, these emails can feature updates on properties that
have come on the market, gone under contract, or sold in their
area, directly impacting the value of their home.
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Potential buyers and renters can also receive property updates
based on their preferred price range and
preferences.
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Prospecting becomes effortless as your CRM system generates
property emails regularly.
A - Add Personalized Value
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While automated emails are valuable, adding a personal touch can
make a significant difference in building
relationships.
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Identify opportunities to reach out individually to
contacts.
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For example, if you come across a property that might interest a
homeowner, send them a personalized email mentioning how it could
affect their home value.
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Similarly, if you notice milestones or achievements on social
media, sending a congratulatory message demonstrates your attention
and care.
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Personalized value goes beyond automated systems, transforming your
CRM into a relationship-building tool.
G - Get Systematic and Social with Your CRM
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Establish a systematic approach for consistent communication to
take full advantage of your CRM system.
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Besides automated property emails, consider sending regular
newsletters with community updates, featured properties, and local
activities.
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Highlighting events and happenings outside of real estate helps to
engage your contacts on a more personal level.
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Additionally, leverage social media platforms to connect with your
contacts on a deeper level.
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You can find them on social media, follow them, and engage with
their posts.
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Blending systematic and social elements makes your CRM a powerful
referral machine.
E - Every Interaction Prompts the Next
Conversation
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Ensure no contact falls through the cracks by promptly recording
and scheduling follow-ups for every interaction.
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Each time you engage with someone, whether through calls, messages,
or social media interactions, note it in your CRM system and set
reminders for future conversations or actions.
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Set specific to-do tasks for each contact, such as sending an
unsolicited CMA to a homeowner in six months or suggesting
properties to a potential buyer in three weeks.
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By following a systematic plan, you can maintain consistent
communication and maximize deal opportunities.
Effectively utilizing your CRM system as an ATM for your business
requires an intentional and strategic approach. Following the
ENGAGE framework, you can create a database that consistently
drives deals for your real estate business. Stay proactive,
organized, and engaged with your contacts to build a valuable asset
that supports your business growth and success.
“Your database or CRM is actually the opportunity of a lifetime for
you. It is where you have the foundation of your business. It keeps
you organized and allows you to have a sellable asset when and if
you decide to exit real estate. As long as it is set up properly,
it is set up to be systemized.”
- Jimmy Burgess.
Do you have a video or content idea perfect for your business?
Share it with Jimmy! Connect with Jimmy Burgess
on LinkedIn
and
Facebook,
and his
YouTube channel.
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and our website,
The Real Estate Sales Podcast.