RISMedia's Real Estate Magazine

JAN 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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RISMedia's REAL ESTATE January 2018 83 In the latest RISMedia ACE webinar, "Capitalizing on Your Most Valuable Asset: Your Database," moderated by Verl Workman, CEO and founder of Workman Success Systems, and sponsored by IXACT Contact, the database was in the spotlight. A contact list? Far from it. "At the heart of what we do as a brokerage is really focus on staying in touch and being 'in relationship' with our best relationships," said Joe Peoples, a coach with Work- man Success Systems and sales manager with Charles Reinhart Company. "You're going to have a lot of different groups—internet leads, leads from open houses, your center of influence, your Top 50, etc. The whole idea is every- thing has got to go into this factory for processing." A database gives insight into not only who your clients are, but when those clients will next transact with you. Yours should contain enough information to maintain and nur- ture relationships. Remember: FOCUS ON YOUR 'TOP 50.' "Whether you're just starting in the real estate business or a sea- soned agent…get out of judgment and into curiosity," said Julie Toon Timms, broker in charge of Hilton Head Island Real Estate Brokers and a coach with Workman Suc- cess Systems. "Nurture these peo- ple and touch base with them all the time. We spend our time chas- ing new people—why don't we just be sure to take care of the people who know and like us already?" How? Check in with a "Happy New Year!" and an offer for an as- sessment of their "mortgage fit- ness," suggested Timms. KEEP THE END GOAL IN MIND. All communications should be consistent. "[Follow-up] is built around the concept of getting face-to-face or scheduling an appointment," Peoples said. "Without an appoint- ment, you can't have success. The conversations create closings." "The whole reason behind the database is not so you can say you have a good database—it's so you can get more appoint- ments," said Workman. "We can't forget the 'why' behind it. These activities generate top-of-mind marketing so that the moment [clients are] thinking of doing something, they think of you first." NEVER STOP UPDATING. "Have your CRM open and in front of you when you're asking ques- tions," Workman said. Fill in infor- mation right then and there—and freely give referrals based on it. "Your database is a living, breath- ing thing, and you get by giving," said Workman. "If you want more out of your database, you have to give more referrals by tracking who [your clients] are and what they do. It gives you the ability to search [your database] and send more business out." THEY'RE PEOPLE! Consider clients friends—friends who need guidance in a major milestone. "People are people, and they have families, they have wants, they have needs, and they really want to find somebody that they can know and trust and just rely on for the largest decision they will ever make," Timms said. RE To view the webinar in full, visit http://bit.ly/2nuXQNW. Suzanne De Vita is RISMedia's online news editor. Webinar Recap: From Contact List to Follow- Up Machine: Database Tips by Suzanne De Vita Are you adding to your database, or are you capitalizing on it?

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