How to Turn Your CRM Database Into a Marketing Asset.
Your CRM becomes more valuable when you use its data to send useful, relevant communication to the right people.
A CRM should do more than store contacts.
Used properly, it can help you communicate with buyers, sellers, past clients and local property owners in a much more relevant way.
Start with useful data.
Good database marketing depends on good information.
Useful details may include:
Property ownership
Buyer requirements
Preferred suburbs
Price range
Selling timeframe
Past transactions
Appraisal history
Property interests
Contact preferences
The better the data, the easier it is to send something useful.
Do not send everything to everyone.
A database is not one audience.
A past seller may need something different from:
An active buyer
A future seller
An investor
A local homeowner
A past buyer
An appraisal contact
Use the CRM to separate these groups before sending anything.
Match the message to the person.
Useful database communication might include:
Buyers
New listings
Off-market opportunities
Relevant price changes
Properties matching their requirements
Future sellers
Recent local sales
Market updates
Appraisal information
Property preparation advice
Past clients
Local market updates
Anniversary contact
Useful homeowner information
Personal check-ins
Investors
Relevant sales
Rental market information
Property opportunities
Local market changes
Use local information.
Property owners are often more interested in what is happening around them than broad market commentary.
Useful local content might include:
Recent sales
New listings
Auction results
Buyer demand
Changes in local stock
Suburb activity
The more specific the information, the more useful it is likely to be.
Mix bulk and personal communication.
Some communication works well at scale.
For example:
Newsletters
Market reports
New listing alerts
Just sold campaigns
Other situations may deserve personal contact.
For example:
A future seller whose timing is getting closer
A past client who owns a suitable property
A buyer who closely matches a new listing
An appraisal contact who has gone quiet
The CRM should help you identify where personal contact is worth the extra effort.
Keep the database current.
Marketing becomes less effective when the CRM contains old information.
Regularly check:
Buyer requirements
Email addresses
Mobile numbers
Property ownership
Selling plans
Contact preferences
Inactive contacts
Do not keep sending the same message to someone whose situation has changed.
Watch the response.
Look beyond email opens.
Useful signs of engagement include:
Replies
Calls
Appraisal requests
Property enquiries
Website visits
Referral introductions
Updated buyer requirements
New conversations
These tell you whether the communication is leading to something useful.
A simple database marketing workflow.
Choose the audience → Check the data → Select the message → Send through the right channel → Record the response → Update the CRM → Set the next action
A good CRM database is not valuable simply because it contains thousands of names.
Its value comes from how well you understand those contacts and how relevant your communication is to them.