Gas Station Sushi and Your Database Have Something in Common
They say there’s gold in your database. They’re right. The problem is, based on our review of thousands of databases, you’ve got to dig through a lot of dirt to find that nugget.
And most agents? Their database is dirtier than my kids’ bedroom. Duplicates, missing info, outdated contacts, people who moved years ago still sitting there like they’re about to list with you any day now.
How messy are we talking? On average, more than a quarter of the people in a typical database have already moved. Read that again.
Do a mental database audit: Just think about how many people move every year, (depending on your market 4-7%) then multiply that by how old your database is in years. It adds up fast.
What you’re left with isn’t a clean list of prospects. It’s a pile of bad assumptions. You think you’re marketing to homeowners, but in reality you’re emailing out of market people, forwarding addresses, and people who already listed, just not with you.
It’s more frightening than gas station sushi.
And like gas station sushi, with dirty data, you are taking a massive risk each time you push out a campaign.
If your data is wrong, your marketing is essentially, wrong. And if your marketing is wrong, your pipeline is sick, wilting and not productive.
Without a database audit, whats the risk? At the low end, just a bunch of unsubscribes. (perhaps youve seen these pop up). Then it elevates to spam reports, that over time degrade your sender score with google. Then it can elevate to fines – from the MLS for marketing to homes under contract to fines from the government for spam violations.
That’s what we mean when we say bad data kills sales. Not because you don’t have opportunities, but because you can’t see them clearly enough thru the fog, to navigate and execute your marketing plan well.
Don’t settle for gas station sushi. Let us help you detox your database with a Revaluate Database Audit.
Learn more here: Revaluate.com/audit
