“My data is dirty.”
At RiTA, we hear this a lot.
“I want to clean my data before I invest in a technology that prospects my database.”
We also hear this quite often. This is the biggest mistake that any agency and agent can make.
Waiting for your data to be clean is not a good strategy. A database is never pristine. It requires constant updating, cleaning and improvement. Hence why it is fine to start prospecting a dirty database as long as you have a data strategy in place, because through conversations you will be able to update and clean your data.
What does a data strategy look like?
Capture & Consolidate
The CRM is usually where your data is stored and can be considered your source of truth. If you don’t use a CRM, it would most likely be a spreadsheet. Consolidating your data is as important as capturing it. Why? Because the worst thing you can do to yourself is having separate databases or sets of data that don’t talk to each other. Data silos affect your productivity as you are unable to get a 360 degree view of all your data which prevents you from making data-based decisions.
Analyse & Enhance
When all your data lives in one place i.e. your source of truth, you should leverage Artificial intelligence (Ai) technology like RiTA to analyse and enhance it. RiTA combines your data with various data sources such as REA, Domain, CoreLogic, Pricefinder and Zango. She gives each of your contacts a star rating based on your relationship history and their data quality. By applying Ai to the mix, you get an instantly cleaner, more useable database to start generating leads from.
Segment & Engage
Personalisation is what sets you apart from the crowd. Bulk marketing is the enemy which is why you need to learn how to segment your data and run drip marketing campaigns. It is through targeted engagement that you generate opportunities, update data and nurture your relationships.
Let’s go through an example of data segmentation:
- Clients you are actively managing:
They are the people you are talking to right now. You don’t need any help with managing them.
- New buyers:
They come from your open homes or enquire via different listing portals. They need to be qualified.
- Future clients/ appraisals:
Property owners that exist in your database who haven’t been engaged with in the last 6, 12 or 18 months.
- Old data:
Anyone else that might not have an address attached to them, no primary ownership, etc.
For each segment, have a tailored marketing plan. What will you talk about? How will you engage with them?
Improve & Find gold
Through regular conversations, you will naturally update your data with a new address, email or phone number, build trust with the person over time as you share market advice, generate appraisal leads and more.
Talk to our team of specialists to find out how RiTA can help you clean your data and generate more revenue from your database.