Building an Audience Versus Database

Greg Harrelson & Abe Safa discuss Building An Audience Versus building a Database.

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As a real estate professional, you may have a database of names and contact numbers collected from various sources, such as customer surveys, website sign-up forms, or social media.

However, simply having a database is not enough. It's crucial to understand the difference between a database and an audience, and how you can convert your database into an engaged and enthusiastic audience to generate hot leads and boost your sales.

What Is a Database?

A database is just a list of names and contact details unless you take action with it. Many real estate professionals make the mistake of just adding names to their database without knowing what to do with them. They may even send out multiple messages or emails to these leads with the hope of getting a response, but this approach rarely yields results. It's like trying to "snag a fish by accident," as described by Greg Harrelson.

On the other hand, an audience is a group of people who are actively engaged with you and your brand. They take action when they receive a message from you, such as signing up for a newsletter or inquiring about your listing. Building an audience requires effort and providing value to your leads.

Your audience looks up to you as an authority figure who can provide valuable insights and make their lives easier.

Who Is Your Audience?

To convert your database into an audience, you need to shift your mindset and change the concept of what a "database" means to you. Instead of simply collecting names and contact numbers, view your database as a valuable tool to build relationships with potential customers.

Use this opportunity to engage them with meaningful content that adds value to their lives. For example, you can offer them a free report on the latest trends in the local real estate market or invite them to an open forum with other local real estate experts.

How Do They Relate to Each Other?

By providing valuable content, you can slowly transition your leads from being passive members of your database to active followers of your content. Once you've earned their trust through consistently delivering value, they are more likely to become hot leads and transact with you.

It's important to remember that consumers are no longer interested in meaningless sales talks; they want valuable insights and information from someone they trust.

Greg Harrelson also suggests a practical strategy to convert your leads into an audience. You can take all the email addresses of the leads who have interacted with you in the past 30 days and send them an annual real estate market report in PDF form. This can be a valuable piece of content that your leads would be interested in, and it can help establish your authority and expertise in the real estate industry.

In conclusion, while having a database is essential for any real estate professional, it's not enough to just collect names and contact numbers. To generate hot leads and boost your sales, you need to convert your database into an engaged and enthusiastic audience. Provide valuable content, establish your authority, and earn their trust.

Once you've built an audience base from your database, they are more likely to become paying customers. So, change your approach from simply building a database to building an audience, and watch your real estate business thrive.