Training & Business Development: Mining Your Online Farming Database

Meticulous record-keeping and data management leads to increase in sales
Meticulous record-keeping and data management leads to increase in sales

RISMEDIA, October 11, 2006?As information continues to go digital, iSucceed Mentor and Oregon mega-agent Galand Haas has refined an email database of over 20,000 contacts that communicates 60 times per year with every customer, broker and vendor who has ever become acquainted with the Haas Team.

From a decade of superb record-keeping and data management, Haas? team has seen an explosive increase in sales from their varied email campaigns. Says Haas, ?We’ve built a database of over 20,000 e-mail contacts from multiple stealth Web sites and events. The key ingredient to the success of our database is broadcast e-mail. We send a monthly newsletter and weekly real estate updates to our entire database, so we’re connecting with all of our customers five times per month ? 60 times a year. With that kind of regularity, Galand enjoys a level of prospect response and property interest that has him busy throughout the entire year.

As Haas explains, it’s not just about the data, so much as it is how that information is spliced up and maximized in all of the different communications that are sent on some kind of cyclical basis. ?We have both short-term and long-term contact programs for folks in our database. For example, as soon as a searcher on one of our sites takes an action ? like searching for a home or requesting an online CMA ? that information is placed on an automated email drip program for roughly 2-4 months. Combined with branding efforts, advertising, direct mail and personal contact, the email program for the Haas Team is almost a no-brainer.

The most advantageous result of the addition of his e-mail communication campaigns is the reduction in overhead Haas has enjoyed since implementing the program. ?My current e-mail database functionality has allowed for a tremendous reduction in my overall marketing budget, creating extra funds that I can to drive traffic to my Web sites instead of running large vanity ads or expensive, static signage. By using e-mail in addition to snail mail and our other marketing efforts, we’ve targeted neighborhoods in farm areas and considerably increased sales in those markets. In short, Haas? email campaign have reduced costs and increased revenue ? a perfect scenario for any agent looking to thrive in an ever more challenging and competitive industry.

On this week’s RISMedia/iSucceed Business Development and Training Call, Galand Haas takes the concept of farming out of geography and into the digital world, explaining how agents can dig into their database to exact and properly use that golden information. The interview, hosted by iSucceed?s own Kelly Kelley, will be available from Oct. 11th to the 17th at rismedia.com.

Keller Williams top agent Galand Haas has enjoyed his career as a Realtor in the Eugene and Springfield areas of Oregon for more than 15 years now, dominating those two local markets. He consistently closes in excess of over 200 transactions annually, working with a team of eight incredibly dedicated members. In 2005 Haas and team closed 203 transactions, grossing $38 million in sales revenue, with a 2006 goal of $50 million on 250 transactions. Haas was an early Internet adopter, and still believes very strongly that agents must either adapt to the new methodologies that buyers and sellers are utilizing to purchase and sell homes, or find a new job. His innovative and prolific online marketing systems include stealth and reverse-link sites. Today, over 40% of Haas? business is derived directly from his innovative web systems.

Next week enjoy a fascinating discussion with David Eiglarsh, whose expertise in crafting and presenting the initial pre-listing and listing presentation is second-to-none.

Every Wednesday the RIS Media/iSucceed Business Development and Training Call offers rookie, intermediate and veteran agents across the country a chance to discover and implement the proven, profitable real estate strategies of over 200 of the industry?s most successful agents, available only at www.iSucceed.com the home of the 30-minute Weekly Tele-Seminar and the Web’s most comprehensive provider of real estate tips, tools, tactics and tell-alls.

Listen to this week’s interview here.

iSucceed, Inc. is an integral part of the RealtyU? Family of career development companies and services.