CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Weekly Objective: To compile your database and get you familiarized with using a CRM system.

Monday: Database Compiling

Tuesday: Database Compiling & Categorizing

Wednesday: Joining Realty Juggler CRM & uploading your database

Thursday: Preparing your Real Estate Introduction Letter

Friday: Emailing your letter and exploring Realty Juggler


DAY 1

Monday’s Objective: Understand the power of your database and your relationships.

 

CRM Customer Relationship Management

SPHERE OF INFLUENCE = A group of people you have some influence on because they know you. Family, friends, previous/current colleauges, former classmates, church/organization/activity mates, etc.

Your sphere/database is your business lifeline. A CRM system is a tool to use to manage your database and effectively market to it. Never stop feeding your database because you don’t want to starve your business.

In other words, managing your database needs to be a top priority. When someone in your sphere thinks “real estate” they should think of you.

​Did you know… 70% of buyers can’t remember the name of their real estate agent one year later. Yikes! By starting early, putting a good CRM system in place, and creating a plan of attack, you can manage your sphere and stay top of mind.

This is why we’re starting your 100 Day Action Plan by setting up your CRM system.

 

Database Compiling:

When compiling your database, think outside the box. Your sphere is larger than you think – don’t be afraid to include everyone. You already know who the core of your sphere is – close friends, family, co-workers, people you see on a regular basis. But anyone you write a check to or anyone who’s done business with you is also a candidate.

Your list should include:

  • Family
  • Extended Family
  • Friends
  • Your neighbors or HOA members
  • Your Parents’ Friends
  • Former Classmates
  • Former Sports Teammates
  • Current Teammates or Activity Partners
  • Current Co-workers
  • Past Co-workers
  • Church Members
  • Organization or Club Members
  • Beauty providers (your hairdresser, manicurist, etc)
  • Your health care providers (doctor, dentist, optometrist, etc)
  • Other providers (auto repair go-to person, accountant, dog groomer, etc)

Do you have a spouse/significant other? Include everyone you know through your spouse:

  • Spouse’s friends
  • Spouse’s co-workers
  • Spouse’s extended family

Do you have children? If so, include:

  • Children’s teachers, coaches, principal
  • PTA members
  • Children’s friends’ parents or your children’s friends (if your kids are grown)

Start with your phone contacts, your Facebook friends (a lot of people have their contact info listed too) and your LinkedIn connections. For more ideas, see the Memory Jogger list in the Resources below.

 

Action Items:

  1. Create your database
    • First, write a list EVERYONE you know.
    • Second, start compiling contact information and birthdays. Use the attached excel sheet to do so (ignore the “Category” header, you will use this tomorrow).
    • The excel sheet has two sample contacts – note that there are blank spaces for “Bob”, because we don’t know Bob’s work or his address, and that’s okay. Make due with the info you have.
    • Even if you don’t currently have all of someone’s contact info, or even if you don’t have any of their info, KEEP THEM ON YOUR LISTIf you know you’re going to see them somewhere, you can bring them a handwritten note, or message them on Facebook. Plus, you can always search Google or Facebook for that person to try to find their contact info.

 

Resources:

DATABASE EXCEL SHEET

MEMORY JOGGER – TO HELP WITH COMPILING YOUR SPHERE

10 REASONS TO USE A CRM

WHO IS MY SPHERE OF INFLUENCE?

HOW TO DETERMINE YOUR SOI

 


DAY 2

Tuesday’s Objective: Learn how to categorize your database.

Yesterday you began compiling your database and the contact information for everyone you know – a daunting task. But once you’ve done your original list, you will only need to add new contacts as you make them, and that’s a breeze.

I’m sure you’ve noticed that your database is filled with a large variety of people that you know from all walks of life. The frequency in which you contact people and your means of contact needs to vary based on how you know them and how likely they are to use your services and REFER you to others. That’s why we’re going to categorize people in two ways:

The first has to do with how likely they are to use your services and to refer you to others. There are 5 of these categories you can sort your contacts into:

A+ = People who have sent you multiple referrals

A = People most likely to refer you

B = People who would refer you, if asked and shown how

C = People who might refer you in the future

D = People to be deleted from your database.

Because you are new to the business, everyone in your database should fall into the A, B, or C categories right now. Later on, you may have A+ or D’s. 2-3 times a year, you need to go through your database and recategorize people (move them up or down a category or leave them the same) and delete those who need to be deleted.

The second way we will categorize people is descriptive categories based on how you know them. For example, is it a…

Friend?

Service provider? (this can be for ALL services, like health, beauty, auto, pet, other, etc.)

Family? 

Business Associate?

(Fellow) REALTOR?

Try not to make too many of these categories. The category should help you remember how you know that person and should be based on whether you would likely send them similar marketing/updates/thank yous. Too many groups will complicate things.

The reason for A,B,C categories AND descriptive categories is that it will allow you to further tailor your marketing efforts in the future – sometimes you want to hit all your A+’s and thank them for all their referrals, other times you may want to hit all your Service Providers (which could be different levels of A+, A, B, C).

 

Action Items:

  1. Continue adding to your database as you think of new people
  2. Under the “Category” column of your excel sheet, begin grouping people:
    • Put two categories for each person. Break people into A, B, and C groups, and into descriptive categories.
    • When inputting into Excel: write the A, B, C group, then the descriptive category. Separate the two by a comma. *There are examples on the excel sheet… ex) A, Family or C, Service Provider​​​​

 

Resources:

BUFFINI – HOW TO BUILD YOUR DATABASE (read the section “How To Sort Your Database” and ignore the sales pitch for “Referral Maker”)

DATABASE EXCEL SHEET

 


DAY 3

Wednesday’s Objective: Sign up for a CRM and upload your database to it.

Sign up for a 90 day free trial with Realty Juggler. www.realtyjuggler.com

Why do we recommend Realty Juggler? First, the trial period is longer than most CRM options. Second, afterwards it is only $99/year (that’s very affordable). Third, it is a robust system that has many features, hundreds of scripts, and tutorial videos.

After you sign up, familiarize yourself with the system. Click on each button to see where it takes you, read about all the features and what Realty Juggler can do, think about how you can use it most effectively, watch tutorial videos, etc.

 

Action Items:

  1. Sign up for Realty Juggler’s free trial – www.realtyjuggler.com
  2. Save your Excel sheet as a .csv format
    • Click: “Save As” – Below the File Name, you will see “Save File As” – Select “CSV (comma delimited) “
  3. Watch the Realty Juggler Overview (Video 00)
  4. Watch the Import Tutorial (Video 01a)
    • Import: “Contacts”
    • Format: “Microsoft Outlook Comma Separated Values (.csv)
    • Do not type anything under “Add a New Category” 
  5. Import your database list into Realty Juggler
  6. After importing, audit your list. Make sure all the fields uploaded correctly and the data went under the correct fields.

 

 


DAY 4

Thursday’s Objective: Write your introduction letter and familiarize yourself with your CRM system.

Now that we have Realty Juggler set up, it’s time to learn to use it! You can send emails, texts, and arrange for mailers to be sent out of Realty Juggler. We’ll get you started with email and you can learn the rest later on, as you get comfortable with the platform.

 

Here’s a tip: Personalize the letter. Talk about why you decided to become a real estate agent, discuss past business/previous career successes, write what about your personality and work ethic will make you a great agent. Everyone you’re emailing this letter to knows you on some level or another, so make sure to add some of YOU into the letter.

Action Items:

  1. Add a signature and letterhead
    • Watch Tutorial 61 – Letterhead and Signature
  2. Click here to retrieve the Silvercreek Real Estate Introduction email (also found in the Toolbox, under Documents)
  3. Customize the letter, add or delete what you want to it.
  4. Draft your email in Realty Juggler (watch Tutorial 43 for more info and follow the directions below)
    • Click on “Mail”
    • Click “Mail Forms”
    • Click “New Mail Form”
    • Delete “LETTER GOES HERE” and copy/paste your letter into that area.
    • Change the Email Subject (example: “There’s a New Realtor on the Block!”)
    • Change Description (example: “New Agent Announcement”)
    • After you are satisfied with your email, click “Get Sample Email”
  5. After you receive the email, read thoroughly, then revamp and revise (if necessary). Make the changes in Realty Juggler.
  6. Once you are satisfied, click “Done”

 

Resources:

INTRODUCTION EMAIL

 

 


DAY 5:

Friday’s Objective: Email your letter to your database and continue to familiarize yourself with Realty Juggler.

Your database is your business lifeline. Realty Juggler and CRMs are a tool for you to use to manage your database and effectively market to it – never stop feeding your database because you don’t want to starve your business.

Today’s action item is easy, but a little bit nerve wracking. Your first mass email! And after you’ve sent it, you can spend time learning Realty Juggler and planning how to use it to your advantage in the future.​

Here’s some things we recommend to always be active with, or to start working on (aka, your ongoing homework):

  • Add new contacts and prospects as soon as you meet/receive them (daily).
  • Explore Realty Juggler to see what you can do with it and to get comfortable with it.
  • Watch tutorial videos and learn about the features you want to take advantage of.
  • There are hundreds of scripts available in Realty Juggler. Scan through them, open up and read the topics that interest you – let them help guide you and future email topics.
  • Set up a schedule with reminders for when to contact each of your A, B, C groups.
  • Set up Realty Juggler to automatically send people a birthday text or email!

 

Action Items:

  1. Email your introduction letter to your entire database. (watch Tutorial 42)
  2. Get started on your ongoing homework (listed above).

 

Resources:

www.realtyjuggler.com

 


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