The Three Most Important Words In Real Estate Marketing

Education & Training with The Lones Group, Inc.
The Lones Group, Inc.

The Three Most Important Words In Real Estate Marketing

We’ve all heard the tired old saying “The three most important words in real estate are location, location, location.”  But if you truly want to make a six-figure real estate income, the words “database, database, database” are synonymous with your success.  Your database is your own personal goldmine.

The average real estate agent meets over five hundred new people per month.  Of those five hundred, they add only five of those people to their database

That’s right…only five!

I hope this doesn’t describe you.  If so, it’s time to get serious and grow your database. 

So where do you begin?  Whether you have one person or a thousand on your list, it isn’t the size of your database that counts it’s the quality of your database that counts.

Put only those people you’ve actually talked to or met in person on your list.  People remember other people by eye-to-eye communication, hearing them speak, or talking to them.  You might meet them at a networking event, at the dentist’s office, or even at the beach.

(The only time you want to add strangers to your database is when you’re building an on-line internet newsletter where people are “opting-in” to get your information.)

If somebody hands you their business card, they’re saying “Get to know me.”  So, get to know them!  Send a little handwritten note that says “Great talking with you today.  I’ll send you out some real estate information from time to time.”

If somebody calls to ask you a question, do not just answer their question and hang up the phone.  Create a genuine connection with them using your people skills and get their name and contact information.  Another name for your database…just like that.

And don’t worry about irritating people with your information.  Trust me, if they don’t want it, they’ll let you know. 

The keys to success in working with your database are: 


Your database should be growing.  Every week, check your numbers.  If you’re not getting results, you’re not putting enough people into your database.  You are missing out on future potential business. 


Your business should have an annual marketing plan designed to service your potential clients, current clients, and future clients.  This should include AT LEAST a monthly mailer that you send out to them.

(WARNING: Don’t design a marketing plan based entirely on e-mail.  The low cost may be tempting, but people today do not want inboxes full of irrelevant e-mail.)



Make sure within everything you send out you include what marketers refer to as a “call to action”.  This is simply asking your client to do something.  It can be as simple as “Call me if you have any questions” or “Go to my website for a free article on selling your home”.   

It may seem daunting at first, but in time your success will be a direct result of your attention to your database.  Treat it well and it will treat you well.

Denise Lones

Denise Lones CSP, MIRM The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the source for all things “real estate”.

Denise’s background in residential real estate sales and management includes an impressive list of awards. Using custom marketing campaigns and business development systems she personally created, she was consistently among the highest producing Realtors® in a marketplace of 3,000+ agents. Denise was the only agent in the State of Washington to be awarded the esteemed MIRM designation – the top national achievement for new home marketing. In 2004, Denise was awarded the prestigious Hugh Hawkins Instructor of the Year Award by the Washington Association of Realtors.

As a columnist for, Realty Times, the National Association of Home Builders, and the Washington Association of Realtors, Denise has a strong “voice” in the real estate community.

Denise is a certified instructor for many prominent trade groups and educational institutions, including the Washington Association of Realtors, Master Builders Association,, Washington State Department of Licensing, Windermere Real Estate, and the Washington State Housing and Finance Committee

With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.


The Lones Group, Inc.

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Richard Barbee
Realty Executives Assoc - Knoxville, TN


Great entry!  I am going to view your site to learn more about your services.  As 2009 approaches, I am intent on putting together a coherent, productive plan.

Thank you for the information.

Oct 23, 2008 08:05 AM #1
Nicole Weidauer
Keller Williams Greater Seattle - Shoreline, WA

That is so true! It's funny- I know these things and have known but it's so easy to forget about them and go about business as usual. Then you wonder why your phone isn't ringing off the hook- that's why!

I have re-visited Buffini and his teachings of referrals and the importance of cultivating your sphere to produce more business for you.

Thanks so much for the info!

Kind regards, Nicole Weidauer

The Egerer & Weidauer Team, Keller Williams Realty North Seattle

Oct 23, 2008 08:10 AM #2
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Denise Lones

CSP, MIRM, CDEI - Real Estate Coaching & Branding
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