2027 Real Estate Database Marketing Plan: Five Steps to Better Follow-Up

Before you budget for another year of buying leads and real estate marketing, take a closer look at the people already in your CRM. An old buyer lead may now own a home. A past client may be preparing to move again. Someone you helped find a rental may need more space. Life keeps moving, even when your contact records don’t.

Your 2027 real estate database marketing plan should help you recognize those changes and turn them into useful conversations.

Recently at Revaluate, we gathered examples of what that looks like in practice. Tom Ferry, Drew Deck, Vince Capriotti, Adam Frank, and Barry Jenkins each offer a lesson that fits into a five-step process: understand what you have, repair the gaps, recognize opportunities, build useful workflows, and follow through.

Here’s how to put those lessons into your plan for the year ahead.

Step 1: Understand What You Have with Coach Tom Ferry

Real estate coach Tom Ferry’s onstage review of Revaluate starts with a familiar business problem: agents have limited time and need to focus on activities that can produce business. Applied to the database, his advice is to examine the information, clean it up, and fill the gaps so agents can focus their attention more effectively.

That makes the Revaluate Database Audit a useful starting point for next year’s plan. Before you schedule campaigns or assign more calls, understand how much of your database is usable and where the information needs work. A contact count alone cannot tell you that.

For your 2027 plan: Audit your database before setting your outreach targets. Review missing contact information, duplicates, and homeowner visibility. Establish a baseline so you can measure what improves after repair.

Watch Tom Ferry’s review of Revaluate

Step 2: Repair the Gaps with Drew Deck

Drew Deck’s team in Lawrence, Kansas, (Rock Chalk Jayhawk!) had accumulated more than 8,000 contacts across years of relationships and lead sources. The database was substantial, but missing information made it difficult to understand where people lived and how to work those relationships.

In our case study, Revaluate repaired 2,320 missing mailing addresses. Complete mailing addresses increased from 1,234 to 3,554, giving Drew a clearer picture of the people and properties already connected to his business. That improved visibility helped him distinguish local opportunities from contacts who belonged in a different follow-up or referral strategy.

Those are improvements in usable information. The next job is turning that information into relevant outreach.

For your 2027 plan: Repair the records that prevent useful communication. Fill missing information, resolve duplicates while preserving relationship history, and connect contacts with property information. Measure usable records alongside total contacts.

Read Drew Deck’s database audit and repair case study

Step 3: Recognize Changing Circumstances with Vince Capriotti

Vince Capriotti shared a story about clients his team had helped move into a rental. Shortly afterward, a high Revaluate score gave the team a reason to check in again. The conversation revealed that the clients were expecting a baby.

They were still in a lease. The value was recognizing that their circumstances had changed and keeping the relationship active. The score prompted the conversation; the people explained what was happening.

That distinction matters. A prediction can help you decide where to pay attention. Asking a thoughtful question helps you understand whether someone needs advice now, later, or simply appreciates staying in touch.

For your 2027 plan: Review likely-mover signals alongside what you already know about each relationship. Reach out with curiosity, record what you learn, and agree on an appropriate next step. Let the conversation guide the follow-up.

Read Vince Capriotti’s story about staying in touch

Step 4: Build Useful Workflows with Adam Frank

Adam Frank’s work with Revaluate and Lofty shows how database intelligence can become part of an agent’s daily system. His process includes cleaning the database, syncing it with Revaluate, organizing contacts using scores and tags, and building follow-up plans inside Lofty.

The practical question is what happens after information changes. Who sees it? Does a task appear? Which communication makes sense for that person? When should an agent take over personally? A useful workflow answers those questions before a promising contact gets lost in another list.

For your 2027 plan: Start with one workflow your team can consistently use. Define the signal, the contact segment, the assigned person, and the next action. Test it on a small group before expanding, and make sure new information from conversations gets recorded in the CRM.

Read Adam Frank’s Revaluate and Lofty workflow

Step 5: Make Outreach a Daily Habit with Barry Jenkins

Barry Jenkins brings the process back to execution. In the presentation we shared, his approach starts with repaired contact data, then uses Revaluate’s likely-mover scores to identify people the team should spend more time talking with. He emphasizes training agents to use the process daily.

That last part matters. Someone needs to own the list, make the call, listen, and follow through. A well-organized CRM becomes more valuable when the team consistently uses it to understand customers and help them make decisions.

For your 2027 plan: Assign responsibility for reviewing opportunities and block time for personal outreach. Record conversations and next steps. Review appointments and listings alongside activity so the team can see whether its habits are creating useful business opportunities.

See Barry Jenkins’ process for finding sellers in an existing database

Put the Plan on Your Calendar

Before January: Audit the database and choose the repairs that will make the biggest difference to your outreach. Give someone responsibility for getting those changes into the CRM.

During your first month: Build and test a manageable follow-up workflow. Make sure the right people receive tasks and know what to do with them.

Each week: Review changing signals, have conversations, and record what you learn. Keep the next action clear.

Each month: Review data quality, completed conversations, appointments, and listings. Adjust the plan based on the results and your team’s capacity to follow through.

Give Your Existing Relationships a Place in the Budget

Before you commit to another year of buying leads and real estate marketing, give the relationships already in your CRM a place in the plan. Budget time to understand them, repair the information that makes them difficult to reach, and build a process your team can sustain.

Life will keep moving in 2027. Your database and your follow-up need to keep up. The goal is to notice when someone may need help and be the agent who has the knowledge, time, and care to provide it.

You have already invested in meeting these people. Make it easier to stay useful to them.

For outside perspectives on the tools behind this plan, read Revaluate Reviews for Your 2027 Real Estate Database Plan, with third-party assessments and my responses to the praise and criticism.

Start with a Revaluate Report Card and Audit.