Blog / Winning Business
Russell Taylor, CEO Suna Communications, Relationship Building Through Emarketing
By Russell Taylor, CEO of Suna Communications, the Developers of iRealty says;
I had someone say to me last week they had been using a “Card System” since entering Real Estate nearly 20 years ago. This agent had been meticulously keeping records over the years, compiling an exceptional card based database of some 5000 contacts, the most recent three thousand of which contained email addresses. The detail was quite extraordinary, accurately profiling properties and contacts.
When I asked how he communicated with his database, I was shocked to find he didn’t but simply used his database as his first point of reference for properties and contacts in his area for when a prospect for a listing or a sale called.
My next question was an obvious one - how many transactions on average per year, do you conduct with clients who are currently on your “Card System” database? He was quick to reply that it was an average of about 5 transactions a year over the last few years, particularly noting he was proud that his diligence in compiling such a database was paying handsome dividends given he originally set it up to help supplement his other lead generation activities.
When I queried him on his thoughts with regard to the other 80 or so contacts on his database who had also conducted a Real Estate transaction in each of those years, I was confronted with a somewhat “bemused” glare.
This was my response:
Let’s assume your database is 50% redundant leaving 2,500 contacts with email addresses. Engaging with a Property eNewsletter with those contacts with meaningful property and some generic content on a weekly basis (preferably Tuesday morning), you will soon establish a long term relationship with that contact, albeit electronically.
Using a Real Estate specific eMarketing Solution capable of determining the level of interest of all of your contacts and, knowing 3.5% - 4% will enter the market in the next 12 months, the only challenge will be for you to be there for those contacts for when they take that step.
← Go back
