In a previous article I mentioned how one of the biggest challenges I see facing today's Realtor is the vast number of ways they can communicate, or market themselves to prospective clients. You have the internet, newspapers, billboards, classified ads and good old fashioned direct mail, just to name a few.

And while it's nice to have all these options when it comes to marketing your services, I pointed out that it could sometimes be a little overwhelming. In other words, after sending out postcards to your spheres of influence and farming a physical neighborhood, what other actions can a time-strapped, busy agent take in order to get the biggest bang for her buck?

I'm glad you asked.

For ease of discussion, I've divided the marketing spectrum into three main categories: Image Marketing, Online Marketing and Database Marketing. I've previously covered the first two, and today will talk about Database Marketing, along with some examples of how you can leverage these techniques to move your business forward.

So without further discussion, let's jump right in.

Database Marketing

Quite simply, database marketing is defined as any marketing effort geared towards a Realtor's existing client base. Generally speaking, these are people who have bought or sold with them in the past.

Of all the agents I talk to, this by far is the marketing area they miss the most. Sure they'll send out a thank you card, and if they're really on the ball, maybe even put together "Move-in Gift Baske." But after that, most clients rarely hear from their Realtors again.

Which is a shame, since most people are indeed satisfied with their Realtor, yet only a fraction of them end up using that agent again. Why is that?

Probably because the original agent didn't stay in touch, so when a second listing or buying opportunity did arrive, the client couldn't easily find her.

So keeping in mind that's it's far easier to keep a good client than it is to find one, let's cover some real easy ways to stay in touch with your Referral Gold Mine, otherwise known as your existing client base.

• Send out a thank you card immediately after the sale. If you're not doing this right now, then please stop reading this article and buy a stack of cards for your very next client. I know you're really busy, but think of it from their perspective. This individual or family just trusted you to facilitate the transaction of their largest personal asset. It was because of your expertise why they selected you to be involved in the process. Don't you think a quick little note saying 'thanks for your business' is the least you could do?

• Send out a card commemorating the anniversary of their new home. This is something most people won't expect since obviously it's a year after the fact. But in my mind that just makes it even better, since a little card goes a long way towards helping you stand out from the crowd. Not sure what to write? Give this a try.

  "Just wanted to drop you a quick note congratulating you again on the purchase of your 'new' home. It's already been a year (if you can believe that!), and hopefully things are still going well. Feel free to give me a call if you need anything, and in the meantime, I look forward to keeping in touch."

• Mail a postcard when you go out of town. I love this one, since again, no one is expecting it. Next time you go out of town with your family (maybe during the summer time with the kids), take a minute to write down the addresses of five clients before you leave. Pick up some stamps on your way to the airport, and as soon as you get to your destination, stop by the local gift shop and pick up some postcards. Mail them out over the next few days and you're good to go. Imagine the surprise on your clients' faces when they get a Mickey Mouse postcard with their name on it. Think that will help you stand out from the crowd? You bet.

• Give a quick phone call to see how things are going. In today's go-go world where everyone is so busy doing everything, a personal touch can go a long way. Pick up the phone one afternoon and drop a few of your clients a call. Again, this doesn't have to be too fancy. Just let them know you're around, and that you were thinking about them.

"Hey Nancy, it's Brian Hilliard how are you?
(Response.)

Yeah, it must be pretty busy over there. Hey I just wanted to touch base and make sure you're all settled in. Is there anything you need that maybe you haven't thought of when we last spoke?
(Response.)

Well all right, that sounds good. Jim doing okay with the new commute?
(Response.)

Awesome. Well listen, if you need anything, just let me know. I'll talk to you later."

See how easy that was?

And that's just the tip of the iceberg. If you'd like some more ideas on how you can tap into your referral Gold Mine, just shoot me an email entitled, "I Love my Clients" and I'll send some more out right away.

Published: October 11, 2005

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As a popular speaker and author of the resource How to Get More Business in Today's Tough Market, Brian specializes in helping busy agents get more leads and close more deals - even in a market as "challenging" as this. For a free report on 2 Easy Ways to Get More Business in Today's Tough Market, just email my office and we'll send it right over.