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It really IS all about the database . . .

We've just brought in a few new associates who have Super-Star potential.

I honestly believe that EVERY person has Super Star potential in whatever they do . . .

as long as they understand that business is not a solo adventure.

You gotta build a strong TEAM (Together Everyone Achieves More) to get to the top.

In this economic environment, your ability to build a strong TEAM while likely define your ability to survive.

Building a team begins with building a database.

Each new agent I coach is sticking a toe in the water with a measure of trepidation aware of all of the unknowns. Sure, there's a daunting mountain of stuff to learn when beginning a career in Real Estate (or any other business).

There's all the "mechanical" processes . . . Learning how to work with clients, the paperwork, the rules and laws, the local customs, the language . . . and the million (or so) nuances that go with all of that.

Just when you think you've got it licked, something else pops you in the head . . .

My advice to these folks is to allow some messiness . . . Live dangerously . . . Step into the unknown with reckless abandon by focusing 100% FIRST on building a strong database and quit worrying about the details.

Until there are leads, there will be no income . . .

The worst thing that could happen is that you could slip up and catch a client not knowing what to do with them.

AAACK!

So the first lesson in building a team is to find some people who "have your back" . . . Develop relationships with 4 or 5 people who are already doing what you want to do and doing it well and gain their permission to lean on them for advice and support when you catch a client.

This can be accomplished in a single pass through your office introducing yourself to everyone you see . . . and attending meetings and training sessions making a point of meeting EVERYONE with whom you cross paths. 4 or 5 people will connect with you, and you'll be on your way.

The Database . . .

If you don't have one, what do you use for email?

Odds are good there is no need for you to spend money on a fancy Contact Management software. the purpose of Building a database is to capture the contact information of EVERYONE you know and put it in a form that will be useful for "leveraging" communicating with all those people in a systematic way.

So . . .

Whatever the platform, just be sure that it is searchable so you can find someones info when you need it.

Be certain that it has the ability for you to organize people into "categories" or "Groups" so you can mass communicate specific targeted messages when you wish.

It's best if it is "infinitely accessible" . . . Meaning On-Line so you can get it from any computer on the planet.

I LOVE Gmail as a good start.

SO many people are using gmail as an email provider and haven't the foggiest notion that it has (FREE) a great little Database Manager built in. Just click the "Contacts" link on the left column and begin playing in there.

Add everyone you know . . . one at a time . . . and make contact with each one as you add them. With each contact, let them know that you are creating your database and would like to up-date their information . . . and let them know that you are in the business of helping folks Buy and/or sell homes :-)

Gmail lets you "cheat" because if you have communicated with them previously, you can add them to your contacts with just a few clicks.

You can create groups.

You can mass email messages.

Use the calendar to track your appointments . . .

and use "Tasks" on your calendar to schedule follow-up calls.

Some of us are "more evolved technologically" than others and may scoff at this blog post because their "Crackberries" are already linked to their high powered database management systems . . . But there's a lesson here for YOU, too!

Doesn't matter who you are, the real point is that if you want to be all that you can be in ANY business, it all begins with your database . . . PERIOD!

IQ or talent are not relevant . . . It's who you know and who knows you and how effectively you are able to communicate with them (ie the strength and utility of your database) that separates the wheat from the chafe.

I'm just sayin'

Best,

-
Barry Owen
Principal Real Estate Broker
Keller Williams Realty
30 Burton Hills Blvd Suite 175
Nashville, TN 37215 - Green Hills

Call me: 615-568-2123
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Posted by Barry Owen on 10/20/2009 06:39 AM

Comments (52)

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database, contact management, team building

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52 Comments on It really IS all about the database . . .

OCT

If you never start...whether it is with every software contact management program on earth (we had someone like that who was sure that one more program would make her a super star) or gmail or whatever it is...just do it...no one thing is the panacea for everything...if you never start you'll never know grow !

So true! I believe a good data base it the FOUNDATION of any real estate business. Careful however using gmail, hotmail, etc...Two weeks ago one of my colleagues when to sign into her gmail only to find her password no longer worked. She then tried to reset it but the 'secret question' did not work either. She has been on the phone ever day with gmail...only to be told that there is nothing they can do. She's locks out...all her pictures and emails are gone.

Well said Barry, you hit the bottom line in a way all new agents should be able to grasp

Oh yeah! Thanks Debbie . . . you can export and import from/into these programs . . .It is wise to do so on a regular basis . . .I just export my gmail data every 2 weeks to an excel file that I keep on my desktop and email it to myself at another (comcast) . . . that's a double back-up :-)

Well stated Barry. Our data base is our lively hood. I am forwarding this article to my agents maybe if they hear from someone besides me they'll get it!!! THis stuff is very important.

Barry...

I'm with BB. If new Realtors could quit worrying about small stuff and understand the importance of the data base they'd be good to go. I think :)

TLW...ROAR!

Thank for the advice and info. I know my database is a valuable tool for tracking and prospecting.

Barry: Thank you. I couldn't agree with you more. In fact, I think I'll reblog this. It takes a long time to build a business but it all starts with the foundation which is your database. Of all the marketing tools I've tried, the most tried and true has been marketing to my database. Thanks again for reminding me how important this is! Take care.

I have been tied to Outlook like a baby is with an unbilical cord. I use Pat Zaby's Respond which is an overlay that makes Outlook a real estate specific database, so I don't have to use something different than what I have up all the time on one screen. I would also recommend that it is useful to review at least once a year, purge some, and check to see what has changed.

"Until there are leads, there will be no income . . ."

BRAVO!

I've bookmarked this post....great info! Developing a team, prospecting for leads, hooking yourself up to a great CRM.....all excellent points.

I have to disagree with you re the use of gmail, though.....I had a gmail account (thank goodness not for CRM)....there was a hiccup in the system and my account (along with thousands, from what I've heard) was disabled....there's no good way to get ahold of a real live person to fix the snafu....which is why I am SO glad I have Outlook (which has its own problems, but at least it's relatively stable)

Glad you're having success w/gmail....just thought I'd give you a heads-up, though, re my personal experience.

Have a great day!

In a nutshell, the database is the most important tool you have at your disposal.

I love this post! As a Real Estate Virtual Assistant that specializes in database management, I think you have hit the nail on the head!

I push the agents that I work with to send me their business cards, slips of paper, ANYTHING that has contact information on it weekly. I've seen the results of a well-managed database that is used to keep contact with past clients on a regular basis.

And you're right. It doesn't matter how technologically advanced you are at all.... it just matters that the information gets in, and then you USE it.

Great comments... so there's not much for me to do here but share... "I agree" The database is key and no piece of software is going to give you the keys to the kingdom... yet with a well organized team and good data, look out!

Barry this is great info. I am relatively new to this area 3 years and my sphere of influence isn't that big. Any ideas on how to feed the database?

good points and too true

I agree with your Google thoughts. The Gmail account is great!

Very good post. I have my broker telling me the same thing.

Barry,

Your database is your goldmine to your future wealth, it must be worked every day!

Good advice for everyone.

Sharon

Great message! Its one that I hear all the time from my broker and else where. Without a database you got nothing! Thanks for the reminder!

Well said, Barry. And I really should learn how to use the gmail feature (contacts) that you mentioned. It is now on my list of things to do today. :-)

Barry:

Good post. I went to vandy for B-school and now live in NYC. How is life in Nash-Vegas these days?

Best,

Rich

Barry,

Great post, it is amazing how many people do not utilize their existing data base. We advise our clients to go through their data bases on a monthly basis, cull it if need be, and add on to it. It often is the hidden source of more sales and listings. We had a client who had not paid attention to her data base, because she was too busy selling and listing. At one point, she met an old friend in town, who thought she was "dead"! She was selling her house, and listed it with someone else. That got her attention!

You defintly need people who have your back. Good post.

Good post. And you are so right-- In EVERY business, it's all about the database.

Great post. Thanks for the reminder. This is the best time of the year to go in and overhaul it too. Thanks also for reminding me that I need to make better use of my gmail account too.

Denise

Thanks for the blog----I am now going to my gmail account and start to REALLY utilize it!

Must work my data base, must work my data base, must work my data base, must work my data base, must work my data base, must work my data base, must work my data base, must work my data base, must work my data base, must work my data base, must work my data base, must work my data base, must work my data base, must work my data base!!!!!!

All great points Barry. The database is very important to success in real estate. I am focusing on compiling a single database in Outlook (they are spread all over right now). You're right... there are several expensive database management systems out there. When starting out, just finding what works best for you is key. That is what I am working on... and I appreciate the reminder!

I just wanted to add that another good and free web-based CRM is Zoho. They have a ton of products to keep in contact with clients. You can view them all at zoho.com or just the CRM at zohocrm.com

Barry - You cracked me up with "Crackberries" - gotta laugh at the image of addiction that came to mind. Yes, I believe what you are saying about a database - without it and without working it - this could be a hobby or "former" career

Great post and timely.... backing up the database today!

Great post. it is our greatest asset our database.

I finally bit the bullet and signed back on with TopProducer after a 3-year absence. It's slow, but it is all integrated.

Hi great article. Im fairly new to it all but I am working strongly on building my db. I decided to do it in outlook but agree that Gmail offers great features to create a db for free I personally use it for another business that I run. Cheers.

Right on. I started my database in 1988 using just an Excel spreadsheet. I still have that spreadsheet along with newer "hi-tech" tools. As the instructor in my Business 101 class said many years ago "The best source of new business is your current customers."

Absolutely correct. The contacts, even if they don't buy now, may buy or sell later, and keeping in contact can make all the difference. And that is so much easier if all of the information is in one place.

Great blog! Building relationships with your database will secure your future no matter what career path a person takes.

I have been selling real estate for the last 6 years and realized now that things have slowed down a little that I haven't kept my database the way I should have been...this is the task at hand for this week! Perfect timing because I needed some additional inspiration.

Amen! I've been migrating to Google from Outlook after Top Producer (and it feels like moving from PC to MAC), so a big thanks for your rave on Google contacts. Overall, Google seems VERY intuitive, so that's always helpful!

Kudos! Barry for this insightful tidbit of info for the newbie & veteran realtors alike.

Another tip for those who really want to build their new database or freshen an old one is...Dont' be afraid to get your knuckles a bit red! Meaning, with all the foreclosures out there, hit the streets & bring the goods to the people. There will be those that need honest help & by bringing the helpful facts to those that need it your database will build itself by referrals...if you stay in touch!

13 years of working by referral to prove it =) A little good old fasioned hard work never hurt anyone! I have to admit I was skeptical about networking on line, but, by dedicating a little time I am reminded of how proud I am to be part of an industry where the people are all about the people!

Take care & stay in touch ;)

Yes, a permission based database has the greatest value. They come to you and is easily achieved on-line. The next step is to mine it. What do use for a tool?

I am looking for a good data base program, I was using agent 2000 but have had so many problems and their tech support is a nightmare.

Some GREAT ideas here,

I think I see a critical add-on to my post . . .

Whatever database program you use, be sure you have current back-ups for your data.

And (of course) if you don;t have a database,how WILL you keep yourself in business?

Thank you for the comments and for visiting my blogsite,

Best,

Good message today in your post. Thanks for reminding us.

Patricia/Seacoast NH

Always more work to be done on a database. I wish I could find a CRM I truly like; I'll take a look at Google.

Barry without a database you don't really have a business. This is a building block that cannot be overlooked.

OCT

Barry you said,

That sums it up for me.

Congrat's on the feature.

Databases are good. Contact Management Systems or Contact Relationship Systems are better. I use google for some things, but it can't do everything it should if I'm running a real effective follow up system.

My experience on working with agents, solo agents especially is that Top Producer is not simple enough. To complex to use it effieciently. After 40-50 coaching sessions of hearing this complaint I did about 50 hours of research on found this Database/CMS Now 11 agents that I coach are using it. Its simple and affordable, only $15 a month.

If an agent, heck if any business doesn't have a database, they really don't have a business.

Darin, Thank you for the great tip . . . I coach also and am always looking forlow cost alternatives for database . . . Hard to find one under 25 bucks that's worth using.

Best,

Your welcome Barry! let me know if you have any questions about it. Or if you find something else or have some suggestions, I would like to hear from you.

OCT

I have been using Top Producer for many years and have upgraded as their new products emerged. I am now using 8i. It has all the capabilities that I need & want, BUT is so slow it is driving me crazy! I am looking to see what alternatives are out there. I would like to be able to sink it to my Blackberry and would prefer to own it rather than pay a monthly fee. I don't know if there is a product out ther that will do this, but I will report back if I find one that I am happy with. I would welcome any suggestions!

Thanks Barry for the great post!

Barry, you have inspired me to update and backup my contact database asap. You are right, in that you don't have to spend a fortune for a good Contact Software. There are plenty on the market.

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