Each spring, we make an effort to knock off the dust, clean out the closets and reduce clutter around the house and office in an effort to feel refreshed and renewed. Why not do the same for your client list?
As a Realtor, your client list is one of your most valuable possessions, but only if it is accurate. If you can’t find the time to keep it updated on a regular basis, then you need to find the time to clean it up at least once a year.
But before you get started on this important chore, make sure you evaluate these key considerations.
To Delete or Not to Delete
This is the biggest question involved with cleaning up a client database. As a general rule, each person is a potential sale. But, not all of your contacts are worth keeping up with indefinitely, as your list will become too big and unmanageable.
Here are a few tips to help you decide whether or not to keep a listed client:
- Delete anyone who hasn’t responded to your outreach efforts in the last six months. If someone doesn’t respond for at least that long, you can safely assume they won’t do so anytime soon. You can delete them at this point so you aren’t wasting your marketing dollars on someone who isn’t interested in engaging with you.
- Reach out to clients and ask them if they are still in the real estate market, or will be in the near future, and if they are still interested in working with you. This is the most direct approach, and while it may require some extra effort up front, it can save you time and money in the long run.
- Remove anyone for whom you are unable to update contact information. If you can’t reach them, there is no point in keeping them on your list.
- Don’t hesitate to delete contacts that you wouldn’t want to do business with again. Some clients make it too difficult to work with them, and you shouldn’t feel obligated to retain them.
A Segmented List is More Powerful
One big list is very difficult to manage, which is why it is helpful to segment your list. How you segment depends on what works best for you, but here are some common ways lists are segmented to help you think through your own needs:
- Recency of contact
- Geographic regions
- Customer value
- Purchasing history
- Client interests
A segmented list helps you improve the focus of your outreach by allowing you to specifically target clients with what they want. This can lead to increased client retention because clients will feel comfortable that you understand their needs. By segmenting your list, it becomes more manageable as well as more effective in helping you gain leads.
An Easy Way to Increase Productivity
If your client list is neglected, it can’t do its job helping you make more sales. That’s why it is so important to take the time to clean up your list as often as possible. By having your client list updated, you can more quickly locate information you are looking for, as well as have confidence in its accuracy, significantly improving your productivity. Your cleaned-up list will give you the freedom to spend time on marketing activities that will result in more business.