EMAIL MARKETING and CONTACT MANAGEMENT

Sutton Group - Canwest

Objectives

1. What is effective Contact Management?

2. The Need for Contact Management

3. Forming a Contact Management process

4. Selecting your Contact Management system

What is Client Relationship Management (CRM)?

What it is NOT!• A simple list of names,

addresses and phone numbers

• A bought list of unqualified leads from a website

• A computer program • Customer notes jotted

on a yellow lined note book or recipe cards

What it is!• CRM is the process of

collecting relevant information on clients over time,

• storing that information in a safe, organized manner, AND

• then filtering that information for insight into your business in order to drive more relevant and personalized communications.

IT’S AN ATTITUDE/BUSINESS

BEHAVIOR

CRM Builds Relationships…not just transactions.

Would SELLERS recommend you?

0%

18%

35%

53%

70%

Definitely Probably Probably Not Definitely Not Don't Know

3%5%

8%

16%

69%

NAR 07/2012

Would BUYERS recommend you?

0%

20%

40%

60%

80%

Definitely Probably Probably Not Definitely Not Don't Know

2%4%5%

17%

72%

NAR 07/2012

NAR 2012 Member Survey

All REALTORS

2 years or less 2-5 years 5-15 years 15+ years

None 19% 65% 33% 15% 8%Less than 10% 18% 15% 29% 21% 11%11-25% 23% 8% 22% 28% 21%26-50% 15% 4% 8% 15% 20%More than 50% 24% 4% 7% 20% 37%

REPEAT BUSINESS FROM PAST CLIENTS/CUSTOMERS, BY REAL ESTATE EXPERIENCE

REALTOR study by Activerain

• Rich real estate agents invest 6x as much in technology as poor real estate agents.

• Every year, the average rich real estate agent spends $3,000-5,000 per year on technology, while the poor real estate agent only spends $500-1,000 per year.

• Rich Real Estate Agents spend 10x more on marketing

• A CRM was found to be a top real estate tool in among agents. The survey found that the highest earning Realtors spend more on their CRM and website then the lowest earning ones.

• The top 2 sources of business for real estate agents are referrals and past clients.

Book, “Referral & Repeat Marketing”• NAR Research: the average person

knows between 3-5 people who will move each year (think about the next ten years and the value of the relationships you’re building with people).

• You should be in contact with the homeowners in your community at least 17 times per year.

• REALTORS can expect a 13% return from their database. That is 13 transactions for every 100 people in the database to whom they market.

• Number 1 reason REALTORS do not like to call past clients is because they haven’t communicated with them in a long time and not sure what to talk about.

If you follow a contact management process you will develop better relationships with your contacts which will lead to a sky-rocketing volume of referrals and repeat business.

How Do You Build a Gold Mine Through Contact Management ?

Contact Management vs. Contact Management System

• Contact Management is a process and an approach to doing business that develops stronger client relationships.

• A Contact Management System on the other hand, is typically a software tool that enables and automates the process of contact management.

Every Successful Sales Rep Has a CRM Platform… Your platform/system is the Key to Success

Implementing an effective contact management approach is virtually impossible without an effective and easy to use contact management system as a platform to build upon

First Step & The Key to CRM Success is Developing “Rich Contact Profiles”

• “Quite simply, a name, a phone number and a home address is not enough to develop a strong customer relationship and in turn raise your earning potential … YOU NEED TO KNOW AND MANAGE MORE”

“Rich Contact Profiles”

• “We need to get to know our contacts on a personal level so that we feel confident speaking with them and can have meaningful interactions with them on an ONGOING basis.”

What information should you gather? How will you stand out from the competition ?• Birthdays (spouse & children) • Last discussion • Where they work • Hobbies and interests • Wedding anniversary, if married • Names of children (ages, hobbies,

sports, etc.) • Date they moved into their home • Names of referrals they have given

Don’t Get Frustrated!...It’s a Process!

CRM Basics = ALWAYS Be Conversing!Information Gathering is Essential…

There is always one thing people want to speak about……………

We have to Show Some Interest!

• “Showing Genuine Interest” will ultimately lead to complete success when gathering pertinent personal information from clients or prospects !

You Have Formed a Database. What’s Next?

Build a Plan to Keep In Touch

Step 1: Analyze and Categorize Your Contact List• BUSINESS-TO-BUSINESS contacts are

those people that you deal with strictly on a business basis. Examples include other Realtors, Mortgage Brokers, Bankers, Home Inspectors, etc.

• PERSONAL contacts are really friends and family, or people you have a relationship with but you don’t expect to do business with them.

• PROSPECTS are people who you believe you have a realistic chance to do business with at some point in the future.

• CLIENTS are those people who have agreed to use you as their Realtor or who you’ve done business with in the past.

Step 2: Assign Your Contacts to Groups

EXAMPLES OF GROUPS • A List • B List • High School or College Friends • Other Realtors • Members of your Church • Members of your BNI Group • Members of your Local Chamber • Members of Your Children's

School • Charity Members

Step 3: Define a Communication Plan for Each Category• The key is to target the appropriate

messages with the appropriate frequency to the needs and interests of your different contact types and groups.

• A Communication Plan should consist of ALL or SOME of the following:

• Face to Face Meetings • Phone Calls • Email Correspondence • Direct Mail Correspondence

The Communication Plan should be

recurring and last a lifetime.

PROS Cost

Reach Tracking

CONS Spam

Open Rate

PROS Tracking

Informative

CONS Costly

Open Rate Junk Mail

PROS Personable

Tracking Cost

CONS Possible

Annoyance to Prospect

PROS Personable

Tracking Rapport

CONS Time

Costly

FORMS OF COMMUNICATION

60 days 6 months

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5 Tips to Marketing Your Sphere of Influence NOW!

1. Rate your Spheres (A B C D) 2. Send an "Item of Value" each month 3. Overcome your blocks 4. Be in the right mindset 5. Make it a daily ritual