5 Database Marketing and Nurturing Tactics (for REALTORS)

Your database of past clients and center-of-influence contacts is, in all likelihood, your BEST source of business. Question is, are you“working it” sufficiently?

Per the Nat’l Association of REALTORS®, 68% of sellers and 60% of buyers identify an agent for hire via REPEAT/REFERRAL. 🤯

Fact is, if you’re not fully-leveraging your database—no doubt—it’s costing you. 💸

Here’s a quick list of marketing ideas to more effectively nurture your database:

  1. Weekly Email Round-Up.  Email marketing is WAY underrated—and I know why. It’s because far too many agents are sending out canned, pre-written emails that  don’t work. My advice: start to view email as a channel for distributing your content. As you publish blogs, videos, and more, assemble and send out a weekly email digest. It’ll improve your performance metrics and, more importantly, it’ll nurture your database.

  2. Google Display Network Ads.  Position your brand across the web via the Google Display Network—i.e., the banner ads you see scattered across sites and apps in side-bars, pop-ups, footer-bars, and elsewhere. They'll help keep you top-of-mind with your database. Head over to Ads.Google.com to setup a new ad campaign and upload your database contacts for retargeting. Type in this URL to watch my tutorial:  bit.ly.JP-GDN

  3. Handwritten Notes/Cards.  Let’s face it:  some marketing channels give off a phony vibe. Like, I don’t feel warm and fuzzy when I get a mass text message that reads:  “Reply STOP to unsubscribe." But handwritten notes, I've gotta confess, are pretty-darn touching. Trouble is, they’re high-effort!—or, at least, they were. Look at bulk-sending plat-forms like Audience.co or AddressableMail to nurture your database with personalized, handwritten notes and cards.

  4. Educational Webinars.  I'm not talking about your run-of-the-mill "first-time homebuyer" or basic "seller" seminars/webinars. I'm talking about offering webinars on much more nuanced, relevant topics. Imagine inviting your database contacts  to monthly webinars in which you tackled the most relevant topics of the day—especially now, as the market is highly volatile. My advice:  be the knowledge broker!

Home Equity Updates. Homes value is STILL a topic of tremendous interest amongst homeowners. So what’s your process to keep your database contacts in the know? Perhaps try sending out quarterly “Equity Updates” to them. After all, they’re your database contacts and so it’s on you to keep them informed of market conditions. Use an automated tool or run your own comps—either way, it's about sharing the data.