Your real estate book of business or database should include a list of people you have worked with in the past, are currently working with, or people who may be interested in working with you in the future.
You can have a database stacked with names and contact details, but unless you create genuine connections with those people, all that information is just that – information.
With the right strategy to build stronger relationships, all that information can turn into closed deals and an ever-growing pool of referrals.
In this article, we’ll take you through the basics of what your real estate database should include, ways to organise your contacts and how you can build relationships with these important contacts.
What Is A Real Estate Database?
Your goal is to create a real estate database of quality leads – individuals who have communicated with you and continue to be responsive to your interactions.
While building your list of contacts, you can also add people who have already sold or bought a property with you; they can still be valuable as they are a great source of referrals, or might even come back as a returning client.
You can manage your real estate database with a CRM (customer relationship management) system. An excellent CRM for real estate agents is Brokerpad, Bayut’s state-of-the-art CRM system, which not only allows you to manage your property listings, but also your contacts.
Benefits Of Having A Database
- Creates opportunities for sales
- Establishes a loyal customer base
- Helps you identify upselling and cross-selling opportunities
- Improves ROI on advertising costs.
How To Organise Your Database
Your key to success in real estate is being consistent and diligent with how you add your contacts to your CRM.
Some real estate agents split their databases into two distinct groups:
- Potential clients from lead generation. These people have shared inquiries via Bayut or contacted you about buying or selling property.
- A group that includes successful past clients. This could include clients who have leased with you or have bought a property with you in the past.
Once your database is in place, create a system of staying in touch with them via email, phone calls, or text messages (WhatsApp or iMessage). This system is called “Lead Nurturing Plan”.
One of the things you should keep in mind when planning your lead nurturing is how often you should get in touch with your leads.
For the first group (potential clients from lead generation), we recommend:
| Type of Leads | Hot Leads (A leads) | Warm Leads (B Leads) | Cold Leads (C Leads) |
| Who are they? | They plan on purchasing or selling within the next 60 days | They plan on purchasing or selling within the next 60 to 120 days | They plan on purchasing or selling after 4 to 6 months |
| How often should you get in touch with them? | Three times a week | Alternate between a phone call and text message each week | Alternate between a phone call and a text every two weeks |
Not everyone in your database will be doing a real estate transaction every year, but in the meantime, they can refer you to someone else who is buying or selling.
Tip: Don’t be afraid to strike people off your database. Clean your database at least twice a year to keep it manageable.
Create filters and lists that help you segregate leads based on factors such as buying stage, recently contacted, follow-up stage or any other custom data.
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This takes the guesswork out of whom you should contact next, making it easy to optimise your lead nurturing plan.
One way to get referrals and increase your chances of getting clients from your database is to focus on building relationships with the people who regularly engage with you, whether by answering the phone, responding to email or enquiring about the real estate market.
But how exactly can you build relationships with these people? Here are some things you can do:
- Share insights about the UAE real estate market based on last-sold transaction data. You can compile this information from Transaction Insights on Bayut, which is directly from the DLD.
Tip: You can use our Canva templates to design similar content, that you can share with your clients. Promote your business and showcase yourself better using these design templates.
- Inform them about your new property listings that fit their requirements, via email or WhatsApp.
We talked to experienced real estate agents in the UAE, and they shared three unique ways to build a connection with people from your contacts.
- Let’s say an individual contacted you to enquire about an off-plan project you specialise in. If they said they were unsure, needed time to make a decision, or even decided not to go ahead with the project, don’t consider them a lost lead – just add them to your database.
A few months after the project’s launch, you can contact them and share an update on the property’s prices – showing them that it was a worthy investment (as long as it actually was a good investment opportunity). You’re also gaining credibility and building trust with them, since you’re differentiating yourself from other agents by showcasing your expertise.
- You can build a relationship with people from your book of contacts who have shared their interest in an off-plan project you specialise in by sending a video of yourself from the project’s site.
Using your phone’s front camera, take a video of yourself addressing your client by name and showing them around the project’s site. You can then send this video on WhatsApp or iMessage.
It could be like, “Hi Asma, this is Betsy from ABC Real Estate. You had shared your interest in Nad Al Sheba villas and I wanted to show you what the site currently looks like. The foundation has been set; that’s where the cycling track will be located, and here’s where the pool will be built. Let me know if you want to learn more about this project.”
Most property seekers are used to receiving brochures and marketing materials on off-plan projects – sending them this type of personalised video would set you apart from other agents. When they’re ready to buy property, your name would be the first on their mind.
You can also do this if you’re a leasing agent looking to connect with a potential landlord. Instead of sending them a message asking if they would be interested in renting out their property, send them a video message – i.e., a video taken with your phone’s front camera, addressing them and sharing the details about your client’s rental home requirements.
It could be something like, “Hi Ben, this is Betsy from ABC Real Estate. I have a client looking for a 1-bedroom apartment for rent in Blue Tower. We have already looked at a unit on the 6th floor, but they would prefer an apartment with a view. Your apartment came to mind, since it’s on the 40th floor and also has a beautiful view of the city. I would love to hear your thoughts on this”.
- Sending the same type of messages can get a little boring, so sharing new and varied content each time could be a way to get into your clients’ minds.
Let’s say you’re used to sending monthly market updates or new listings every fortnight.
Switch up your messaging by sharing updates on a developing project, or about an upcoming neighbourhood. You can compile information from resources such as Area Guides and Bayut’s Market Reports to create unique content, different from the ones your clients might be used to seeing from you.
It is also advisable to tailor your messaging based on individual requirements. For example, If you know someone in your database who is looking for a villa in Arabian Ranches, send them updates on the prices in Arabian Ranches, an Area Guide about living in the community, or new projects in Arabian Ranches and the surrounding areas.
Real estate is a people-focused industry, so a solid plan for connecting with your real estate database is necessary to set yourself up for success. Explore more resources that can help you take your real estate career to the next level on our Content Corner, on the Agent Portal. You can also join us at Bayut Academy, our in-house workshops exclusively for real estate professionals in the UAE.