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You’ve done the leg work, you’ve built your database – now what’s the best way to turn that database into clients?
Paul Glossop, founder of property buyer’s agency Pure Property Investment, spoke with REB's sister publication My Business on the My Business Podcast about the wealth within a database and how to utilise it.
1. Provide information
Don’t let your hard work in creating a database go to waste.
“That database is not just sitting there to say, ‘I’ve got 6,000 people in our database’. It’s to say if people haven’t engaged our services yet, we need to give them information,” said Mr Glossop.
Providing education for potential clients encourages trust, as well as familiarity with your name and brand. Even if the contacts on your database aren’t ready to engage your services, they’re more likely to keep you in mind for when they are.
2. Automate
Building a relationship with your database is important but it doesn’t have to take a lot of time, said Mr Glossop.
Using an automated service will free up your time and also ensure nothing gets forgotten. Prospecting is one of the least enjoyable parts of the job for many agents, but an automated system will make sure the people in your database are aware of you without feeling harassed.
3. Don’t lose the quality
Keeping in contact with your prospective clients is the most important part of nurturing your database, but you don’t want to drop the quality of your communication.
“We’re extremely passionate about what we do and I think nothing changes there,” said Mr Glossop.
He credits this passion as the reason his business is doing so well.
“It’s because I love it when people get the right outcome from what they’re doing and how they use our services,” he said.
Even though it might not bring in a lot of revenue in the short term, adapting your processes to benefit your database will “make the client outcome better” according to Mr Glossop, which will help your business in the long term.
[Related: Why you should tailor your sales technique ]
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