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I talk a lot about running an efficient database, but please let’s not mistake that for building quality relationships. The reality is 20 per cent of listings you were always going to secure, 20 per cent you were never going to secure, and 60 per cent are “swing voters”.
A large, clean and efficient database plus “hi-touch” client relationships are not mutually exclusive.
Many agents have “double-ups” in their database with competitors or colleagues, so why do sellers still have a choice to list with one agent over the other? This is a reminder that no agent or brand has “exclusivity” to data. It also tells us the agent who creates the most awareness, adds the most value and has the highest frequency of contact is usually best-placed to secure the listing.
In fact, many sellers, despite calling in a few agents, usually have a reasonable idea who they would like to list with based on the above metrics assuming you deliver an outstanding presentation when provided the opportunity.
A database is only a fancy CRM (customer relationship management) and a repository of names and numbers unless we have a connection of substance. A quality client relationship must be built congruently with:
- PROACTIVE personalised and regular, “value-add” touchpoints, including calls, voicemails and emails with relevant listing and selling market activity, and
- PASSIVE “automation’, including high-calibre mail, signboards, monthly market reviews, social media and community immersion.
Adrian Bo is a licensed agent and auctioneer, founder of a sales training academy adrianbo.com and author.
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