As a real estate principal or team leader, you’re sitting on a goldmine of opportunities that can transform your business.

Working with a Melbourne real estate business generating $4 million in annual fees, I discovered something remarkable: they had potential to match their current revenue simply by optimising their existing database relationships.

This isn’t unique. Most agencies I work with can substantially increase revenue just by enhancing how they nurture contacts they already have.

Growth comes from evolving beyond a “one-transaction” approach. Successful agencies build ongoing relationships with homeowners rather than focusing solely on immediate sales.

Think about this: When a homeowner isn’t planning to sell in the next 12 months, what experience are they having with your agency? For many businesses, it’s minimal contact.

The challenge? When these homeowners become “ready to sell,” they typically call multiple agencies and make decisions primarily on price.

You can position yourself differently.

The solution is straightforward: become someone’s trusted agent before they need an agent.

 

Implement a clear 12-month communication process across multiple channels:

• Regular phone calls
• Valuable email sequences
• Timely SMS messages
• Helpful video content
• Meaningful in-person meetings

Top-performing businesses discover that dedicated campaign management teams handling these communications produce the best results.

We often ask agents to wear too many hats:

• List and sell properties
• Conduct market appraisals
• Negotiate deals
• AND manage database marketing

By creating specialised roles, you set everyone up for success. Your sales team focuses on what they do best, while database nurturing receives dedicated attention.

In my own business, we increased productivity per performer from $150,000 to $300,000 within three years using this approach.

How? By moving non-dollar-productive activities from our sales team to a campaign management team. This allowed our agents to focus exclusively on what they excel at: listing and selling properties.

Ready to enhance your database management? Begin by evaluating your current situation:

• How many contacts could benefit from more consistent communication?
• How many past clients might you reconnect with?
• What percentage of your database receives regular, valuable communication?

Once you’ve identified the opportunity, create a clear communication framework, measure it, and track progress.

The final piece: inspire your team rather than mandating compliance. Help them understand the value of consistent database management.

Show them how a proper communication system generates more listings and more commission. When they see the benefits, they’ll embrace the accountability needed for success.

Turn your database into a reliable source of business and implement systems that generate consistent results.

[BOOK A BRAINSTORM CALL] where I’ll develop at least 2 customised ideas for your business to help you manage your database more effectively – and put you on the path to significantly increasing your revenue per performer.

As a real estate mentor specialising in systems for real estate businesses, I’ve helped numerous principals transform their approach to database management and dramatically boost revenue.