Converting Your Database into Commissions

By
Services for Real Estate Pros

Greg Harrelson Infusionsoft

Real estate agents from all areas of the country are talking about building a database and using that database to generate real estate leads. You hear a lot of chatter about this yet very few people know how it is done. I talked with Greg Harrelson, owner of C21 The Harrelson Group in Myrtle Beach, SC and he was willing to share the Top 2 Mistakes and 3 tips on database building and lead generation. 

Top 2 Mistakes

1) Buying a database - Agents are trying to take the easy way out by buying databases from internet companies. First of all, this is spam and is not allowed and second, the conversion rate is terrible.

2) Too much sales talk - Agents attempt to get deals too fast from their databases. You do not need to put sales tactics in your email communication. Your audience will tune you out if they know you are always trying to sell them something.

Top 3 Tips

1) Offer value or don't email at all - Agents like to talk but your audience gets to choose if they are going to listen. You need to be talking about things they want to listen to or they will opt out. Bring value by educating your database.

2) Consistancy - Your email communication must follow a schedule. Once per month, twice per month...no matter the frequencey, be consistant.

3) Add people daily - Your database should grow everyday. Meet new people and add them to your database. Your attorney, banker, dentist or anyone else you come in contact with...they must go in your database.

Infusionsoft logoBuilding and working a database is not a new idea. The real estate industry has been doing this for years through direct mail. They use to call it 'farming'. With advances in technology, agents are able to communciate in a much more efficient manner. Infusionsoft is one of the best tools available to real estate agents today. It s not your average CRM...it does much more.

 

If you want some more coaching, then visit our website, see Infusionsoft for real estate agents and read some articles about lead generation through databases.

 

Comments (5)

Jean Hanley
Coldwell Banker Kivett Teeters - Hemet, CA
Specializing in Folks Who Want To Buy/Sell Homes

These are all great tips for our business today.  So nice of you to share with us.  I personally am not a fan of "buying" leads.

Apr 13, 2013 07:12 AM
Jan Chilton
Myrtle Beach, SC
Real Estate Marketing

I used to work for this guy locally that had the best ranking vacation rental website in existence. We were getting about 3500 hits a day during the summer and his business had just soared. He went from a small company to millions very quickly.  

But he never could resist trying to do something quick and underhanded to get leads.  He bought databases all the time...got the email banned from sending too many ad emails out...just was a constant worry to me about undoing all the hard work and results that I had accomplished.

Much like buying leads, the worst thing he ever did was to respond to an email offering to get the website 1 million hits for $100. Money was nothing to him by this time, so he went for it. The next day the website was down.  As soon as he had paid, I assume a million or more "hits" came from all over China, or India, or wherever, and the server couldn't handle that kind of volume all at the same time.  Our host company got pissed.  His site was down for about 48 hours, and I mouthbeat him for months.

Buying leads is usually about the same thing.  Somebody somewhere has stolen or gotten a bunch of email addresses, from forums, website signups, or just buying them from nefarious webmasters...much like the drug underworld works.  These people have no interest in your product, and probably get mad when they receive what they consider a spam email from you.  JUST SAY NO TO BUYING LEADS.  LOL

Apr 13, 2013 12:18 PM
Greg Harrelson
C21 The Harrelson Group / C21 Charleston Expert Advisors - Myrtle Beach, SC
Myrtle Beach Real Estate

Too many agents are buying leads. The more leads the buy, the less work they do to generate theit own leads. As real estate agents self generate less, they have to rely on companies selling leads to them.

A thought...What happens when these lead companies start their own agencies and stop selling the leads? Why wouldn't they just sell the buyers a property?

What will we do then?

Apr 19, 2013 12:01 PM
Hillary Sheperd
Servpro of Scarsdale / Mount Vernon - Scarsdale, NY
Co-Owner ~ Servpro of Scarsdale / Mount Vernon, NY

Thank you.  These are super tips.  We add to our database monthly.  And, thank you for the reminder...just sent an email to my VA to add the July emails.

Aug 04, 2013 03:18 AM
Jan Chilton
Myrtle Beach, SC
Real Estate Marketing

Thanks for the comments, all. I've become convinced that Infusionsoft is the best thing since sliced bread. :-)

Aug 04, 2013 03:47 AM