Blog / Leadership
Lee Woodward, Working with fewer people for better reasons
An excerpt from Lee Woodward’s renowned book on scripts and dialogues
What to say, what to send.
It can sometimes seem overwhelming when you look at the sheer volume of contacts you have in your database, raising the question – “where do I start?” One of the keys to great prospecting is database filtering because it allows you to work with fewer people for better reasons. Once this is achieved, you will see a dramatic increase in your conversion rate.
The first step is to operate in a business development area (BDA) of approximately 1100 properties. Now I understand you may service a larger area than this, however your prospecting focus should be on a concentrated area that is manageable and will yield high returns.
Where do I start?
I like to categorise my entire database into 4 sections.
Gold: Past vendors and past landlords
Silver: Past buyers and past tenants
Bronze: Anyone we have communicated with (whether it be an open for inspection, by mail, email or phone)
Prospect: All other property owners in my BDA who have yet to have contact with us (they love us, they just don't know it yet)
By categorising the contacts in my database in this way, I am able to customise my marketing to suit. For instance, the out of area investors usually have a keen interest in the latest statistics within the area as they are no longer around to see for themselves what is going on. Offering this group a regular detailed investor report could be the marketing sticky that connects them with you.
Order Lee Woodward’s book “What to say, what to send” at www.realestateacademy.com.au
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