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: Claim your BoomTown! account + CRM & uploading your database
Thursday: Preparing your Real Estate Introduction Letter
Friday: Emailing your letter and exploring BoomTown!
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 colleagues, 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:
- Create your database
- First, write a list of 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).
- 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 LIST. If 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:
MEMORY JOGGER – TO HELP WITH COMPILING YOUR SPHERE
WHO IS MY SPHERE OF INFLUENCE?
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 re-categorize 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).
BOOMTOWN! APPROACH
Think + Organize!
Prioritize!
leads first — these are going to be your active and engaged leads, looking to buy a home in the first 1-2 months.
leads next — these are leads that you have talked to that are 3 – 6 months or 6 months + out from buying.
leads last — If you have a group of leads with good contact info, but no action on them, that’s okay! Let’s bring them in, and start re-engaging them on a Drip Campaign. We consider these leads Archive leads, but hopefully through an initial Smart Drip bulk email we can reconnect.
Prepare your Spreadsheet!
Check Auto-Start Settings for Smart-Drip!
Start the Import and Welcome Leads to your New Site!
Choose whether or not you want to send them a welcome email. We do suggest sending a welcome email, though. Once the import happens, the lead will receive the initial welcome email with an invitation to check out your new site and register!
Once submitted, and we have all the necessary preferences from you, your import will be completed within the next few days. A member of our Support Team will reach out to you when it has been completed!
10+ Lead Requirement
Other Requirements
- First and last name must be in separate columns
- If a lead has more than one phone number or email address, they must be listed in separate columns
- Address must be split into four separate columns in order to import to the address field of the lead profile – Address, City, State and Zip code
Action Items:
- Continue adding to your database as you think of new people
- 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”)
DAY 3
Wednesday’s Objective: Sign up for a CRM and upload your database to it.
Sign up for a BoomTown Account:
Why do we recommend BoomTown? First, it’s attached to your unique predictive website. Second, thousands of drip campaigns. Third, it is a robust system that has many features, and tutorial videos to aid in your real estate business.
Action Item: Claim BoomTown! website and CRM: CLICK HERE
WHAT IS YOUR WEBSITE?
Your website is your first name then last name (no space) then “.Silvercreekrealty.com”.
Example: https://AaronDoughty.SilvercreekRealty.com
If you haven’t already logged in, go to https://leads.boomtownroi.com and login with:
Username: Your Email
Password: ??? (Click on the “Forgot Password” which will allow you to log in and customize your page).
RESOURCES:
Once account has been created and you are logged on:
Day 1 – Fundamentals: Lead Experience
Day 2 – Fundamentals: Lead Management
Day 3 – Fundamentals: Lead Communication
DAY 4
Thursday’s Objective: Write your introduction letter and familiarize yourself with your CRM system.
Now that we have BoomTown! set up, it’s time to learn to use it! You can send emails, texts, and drip campaigns and collaborate on customer searches out of BoomTown!. Check out the tutorial videos to learn how to use the system.
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:
- Add a signature
- Click here to retrieve Silvercreek’s introduction letters:
- Introduction Letter – Transferring Agent
- Introduction Letter – Newly Licensed
- Also found in the Toolbox, under Documents
- Customize the letter, add or delete what you want to it
- Draft your email in BoomTown!, send to yourself
- After you receive the email, read thoroughly, then revamp and revise (as necessary)
- Once you are satisfied, click ‘Done’
Resources:
- Introduction Letter – Transferring Agent
- Introduction Letter – Newly Licensed
- they will auto download as a word doc
DAY 5:
Friday’s Objective: Email your letter to your database and continue to familiarize yourself with BoomTown!.
Your database is your business lifeline. BoomTown! 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 BoomTown! 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 BoomTown! 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.
- Set up a schedule with reminders for when to contact each of your A, B, C groups.
- Set up BoomTown! to automatically send people a birthday text or email!
Action Items:
- Email your introduction letter to your entire database.
- Get started on your ongoing homework (listed above).
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