Many real estate agents talk about and talk up their database, especially how big it is. But what do they actually do with it? Too often, I see agents simply using their database in no more effective manner than a digital letterbox dropper, to inform clients of their latest listing or sale. I’ve always been a firm believer that the most clever use of your database is simply fostering genuine long-term relationships. You might not close a sale, but you start a relationship — a relationship that can be strengthened through your database. At my brokerage, we focus on creating a rich profile of every client that goes way beyond a name and number to include, for example, information about the children, pets and hobbies. The more information your database holds, the more powerful it can be. With a rich database in place and examples from other service-based industries, a good agent will develop a communication strategy that provides opportunities to stay in touch with clients bef…
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