Building Database To Your Capacity
Imagine needing to buy new tyres for your car.
So, are you just going to buy the most expensive set of tyres on the market? The sort of tyres that race car drivers use when they’re driving around the track?
Of course not!
You’re going to choose the right tyres for the car based on its make, model, and your budget. After all, the tyres you need to buy should suit the car or they’re not going to do the job they’re supposed to. That means you’ll either spend far too much money on the tyres or they simply won’t be fit for purpose.
This same line of thinking applies to the communication process you build for your database.
You see, so many real estate business owners try to build the most comprehensive and complex communication process they can think of when they start their business. But the problem here is that they end up with a process that’s too expensive and, frankly, doesn’t suit their business.
They try to do too much with too little, and the process breaks down.
I want you to know something...
The key to successfully implementing a communication process is to build to capacity.
Look at where your business is right now and create a process that suits your current position in the market. Treat the process like you’d treat buying tyres - think about the “make” and “model” of your business while focusing on creating something that you can afford.
As the business grows, you can scale the process up. But for now, you need something that works for you, rather than a process that works for much larger businesses.
The question is…
How do you create a communication process that works for your real estate business?
That’s what this article will help you with.
From Bronze to Platinum
Creating a smooth communication flow is a huge part of building a successful database process.
You want to stay in touch with the people inside your database so you can nurture them and, hopefully, create some opportunities. At the same time, you want to send those people information regularly so you’re putting what’s happening in the market at the top of their minds.
Level #1 – Bronze
At the bronze level, you don’t have a huge team to play with just yet. You might even be working alone right now, which means the time you have to communicate with your database is limited.
At this level, this is what you need to send out to each person:
Level #2 – Silver
Your team’s starting to get a little bigger. It isn’t massive, by any means. But you have a few people that you can dedicate to doing sales calls, which means your capacity has stepped up.
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Once you reach this level, the following is what you need to send out:
Level #3 – Gold
Now, there’s some real capacity in your business. You likely have dedicated sales and marketing teams, which means you have people whose sole focus lies in creating opportunities for your business.
This is where you can really scale up your work with your database. At this level, you need to do the following:
Level #4 – Platinum
Finally, you have a real estate business that’s practically fully scaled. You have dedicated sales teams and a marketing division that can focus on creating the literature you need for your communication process.
This is where you ramp things up the top level and start filling your pipeline with leads. Here’s what you need to do at the Platinum level:
What’s Your Level?
Your ultimate goal is to scale your real estate business so that you can reach the Platinum level.
This means you have a strong business and a powerful database. With these two assets, you have the capacity needed to create a communication process that results in a ton of leads for your business.
But it’s unlikely that your business is at that Platinum level right now.
So, take a look at the levels shared in this article. Which one of them seems the most manageable for your real estate business?
Whichever it is, implement the communication and information practices for that level so you start using your database more effectively. As your business grows, move up the levels based on the capacity you have available to you.
Keep refitting those tyres based on where your business is at.
Eventually, you’ll hit the Platinum level and end up with a powerful database communication process.
Jess Densley
Process & Structure Coach
For Real Estate Professionals