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The power, and danger, of your database

Sales and Marketing and paying attention toWe had a Harley on display alongside a 1967
your  clients  goes  a  really  long  way.Mustang.
One of my clients is a land developer in anWe  treated  them  special.
executive lake front community. The homes
are $750,000 ' $1.5 Million dollar customAnd  they  ate  it  up.
built  beauties.
The problem though is the responses I got
We were brought in to "be" their marketingback  from  the  email  list.
department. To most outsiders, our firm looks
like  we  are  actually  employees.People replied back saying they waited and
waited ' but never heard back and ended up
The reason we were brought in was their pastbuying elsewhere. At least 10 of those
marketing  manager.responses (let's see now ' 10 people x
$1,000,000 homes = $10,000,000 down the
She  got  fired.drain!).
For  a  VERY  good  reason.People  called  me  names  '  some  nasty.
This was a person who acted as if the companyOverall,  people  were  very  thankful.
was her own, and as if she was not
accountable  at  all  for  marketing  funds.Which leads me to the whole point of this
article...
When I first started digging around, it was
very evident that this person loved to spendYou MUST collect leads from interested party
the companies' money ' without any thought tobut even more important is you MUST follow up
results.with them. If people express their interest '
the job is at least 50% done. Then it is in
Ads being run in newspapers and magazineseffective  follow  up  to  close  the  deal.
that DEFINITELY did not target the right
demographics.This company neglected this database ' and
even  worse,  neglected  these peoples trust.
Radio spots being run on stations that 18
year old skateboarders listen to (how many ofIt will be interesting to see what we can do
them do you think will buy a million dollarwith  some  effective  follow  up.
home?)
From what I have seen so far ' simple letters
A website that looks pretty but is seriouslyand emails will help sell million dollar home
lacking good quality content. The one VERYsales. Of course it will take more than just
good thing they have on the site is a form tothat ' but most people were very happy to get
fill out for more information...but this isemails  and  print  letters  from  us.
part  of  the  big  problem.
I will keep you updated on the progress of
People were filling this form out ' and NEVERthis  project  '  it  is  a  fun  one.
hearing  back  from  anyone.
Remember, keep a database ' and follow up
I  tried  to  find  all  their  databases.with them! Invite them to special events.
Give them gifts. Treat them like gold. And
"Data  what?"follow up with them again, and again, and
again.
No one had a clue on where the databases were
or  even  what  they  were.You are criminally neglecting these people if
you take their names and do nothing with
After a month I managed to compile a list ofthem.
~ 2,000 interested prospects that had either
been to the website and filled out the formThe  sad  part?
attended an event phoned in or visited the
information centre or had expressed some formThis client is much like 95% of the companies
of  interest  at  one  point.out  there  in  existence  today.
Remember ' these are people who have notWhich is why it doesn't take much to stand
heard a word back from the developer ' someout from the crowd as people are sadly quite
of them filled the form out a year or moreused  to  this  kind  of  neglect?
ago!
Be  the  one  that  does  pay  attention.
First thing I did was send an apology letter
to everyone on the database. Imagine theAnd be the one who shows them that you DO
shock the staff had when I told them we havecare  about  their  business.
to apologize for being so tardy (and
downright  dumb)  about  lack  of  follow up.PS ' If you are looking for investment
properties or are looking for one of the best
Then I invited them all to 2 parties comingcommunities to live in ' let me know! In the
up.first 24 months, the lots in this community
have  gone  up  250%  in  value.
Then I sent an email as well ' giving more
information  and  reasons  to  attend.The one person who lives there now has
tripled his money in less than 2 years!
The first was a VIP party held on Wed night.Calgary (where I live) is a SCREAMING hot
It turned out fabulous! We had 80-100 peoplereal estate market right now ' average home
show up and were very happy to hear from usprices are going up at 10% a month right now.
and see all the progress being made. WeAnd this is the ONLY natural lake front
served them top quality wine, cheeses, andcommunity being built ' or even available
bread. We gave them leather boundright now. Let me know if you want more
information packages with a ton of contentinformation.
and information inside. We gave out prizes.



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