Gary Keller, co-founder of Keller Williams, was a featured guest and interviewee by Brand Inman, at the Inman Connect conference last week.

Keller said, “Your database is your business.” What does he mean?

  1. Know who (first-time buyer, second home buyer, luxury buyer, investor) is in your database. Know who is using your website. Know who is using your technology.
  2. Know who your prospects are AND know what they’re doing. What are they looking at (price, size, location, walkability, school quality, lifestyle, etc.)? Take the time to “keep up” with what they’re doing and take notes on what they’re doing.
  3. Now that you know who your prospects are and what they’re doing, splinter your database into defining segments and craft messages that are specific to each of your segments. (For example, luxury buyers are not interested in starter homes…no generic, blanket messages on social media…only specific messages to specific prospects that are of specific value to those prospects.
  4. Be in the know and share what you know with your prospects. Find information that’s relevant to their wants and needs and share that information. Keller says, “Hit a nerve.”
  5. Host events. Now that you know what interests your prospects, think about informational sessions, seasonal events and/or semi-regular events that would be of value to them. This is also a great way to expand your database because you’ll invite your prospects to invite their friends.
  6. Use pop-ups and direct mail for what Keller calls your “power sphere,” clients who were once prospects, prospects whom you feel in your gut will become clients.
  7. Always focus on giving your database value, specific information, relevant analytics, etc. via Facebook, Snapchat, Instagram, whatever social media that is effective for you, emails, direct mail, postcards, flyers, etc.

You have a database…use it…work it.