How Often Should You Contact Your Database?.
There is no single contact frequency that suits everyone. The right timing depends on the relationship, the opportunity and whether you have something useful to say.
Contacting your database regularly is important.
But more contact is not always better.
The right frequency depends on who the person is, what they need and whether there is a genuine reason to get in touch.
Active opportunities need more contact.
Some people need regular communication because something is happening now.
This may include:
Active sellers
Current buyers
Appraisal opportunities
Vendors in a campaign
Buyers considering an offer
These contacts may need follow-up several times in a week depending on the situation.
The timing should be driven by the opportunity, not a fixed marketing calendar.
Future sellers need less frequent contact.
Someone planning to sell in six or twelve months does not need constant follow-up.
Useful contact might include:
Relevant local sales
Market changes
Progress on their plans
An updated appraisal
A check-in when their expected timing gets closer
Record the likely timeframe and use it to guide follow-up.
Past clients need a reason to hear from you.
Past clients can be valuable long-term relationships.
That does not mean they need an email every week.
Useful contact may include:
Local market updates
Relevant property news
Settlement anniversaries
Personal check-ins
Information about a property they still own
Referral opportunities where appropriate
Keep the relationship useful rather than simply frequent.
Buyers should be contacted while they are active.
An active buyer may need regular property alerts and personal follow-up.
But once they:
Purchase
Pause their search
Change areas
Change budget
Stop responding
their communication should change too.
Do not leave buyers in an active campaign simply because nobody updated the CRM.
Different groups need different frequencies.
A simple guide might look like this:
Contact type | Possible approach |
|---|---|
Active seller | As often as the campaign requires |
Active appraisal opportunity | Based on agreed next steps |
Active buyer | Regular while actively searching |
Future seller within 3 months | More frequent, relevant contact |
Future seller 3 to 12 months away | Periodic contact based on timing |
Long-term future seller | Occasional useful contact |
Past client | Regular but not excessive |
Local homeowner | Relevant local updates |
Inactive contact | Review before continuing communication |
There is no need to treat these as fixed rules.
Use them as a starting point.
A practical contact schedule.
This can be used as a simple starting point for CRM reminders and nurture plans.
Contact group | Starting frequency |
|---|---|
Active seller | As required, often several times a week |
Active appraisal opportunity | Every few days or as agreed |
Active buyer | Weekly, plus relevant property matches |
Future seller within 3 months | Every 2 to 4 weeks |
Future seller 3 to 6 months away | Every 4 to 6 weeks |
Future seller 6 to 12 months away | Every 2 to 3 months |
Long-term future seller | Every 3 to 6 months |
Past client | Around 3 to 4 useful contacts a year |
Local homeowner | Monthly or quarterly local updates |
Inactive contact | Review first, then decide whether to re-engage |
This is not a fixed rule.
If someone tells you to call next Tuesday, follow up next Tuesday.
If their plans change, update the schedule.
If you have nothing useful to say, do not contact them simply because a reminder appeared.
Watch for database fatigue.
You may be contacting people too often if:
Email engagement keeps falling
Unsubscribes increase
People ignore repeated messages
The same contacts receive several campaigns close together
Messages become repetitive
Staff are sending communication simply because it is scheduled
Sending more does not automatically create more opportunities.
Coordinate your communication.
One problem in larger agencies is that different campaigns can overlap.
A person may receive:
A newsletter
A just listed campaign
A just sold email
A property alert
An SMS
A personal follow-up
all within a short period.
Where possible, use the CRM to see recent communication before sending another message.
Let the reason determine the timing.
Before contacting someone, ask:
Why am I contacting them?
Is this relevant to them?
Has anything changed since the last contact?
Did I promise to follow up?
Is their expected timing getting closer?
Have they recently received other communication?
If there is no useful reason to contact them, waiting may be better.
Review contact frequency regularly.
From time to time, check:
Which contacts receive the most communication
Which groups rarely hear from you
Whether active opportunities are getting enough follow-up
Whether long-term contacts are being over-contacted
Whether email engagement is changing
Whether contacts should move into a different segment
The goal is not to contact your database as often as possible.
It is to stay relevant enough that when you do make contact, there is a reason for the person to pay attention.