The 93% Problem we found in Your CRM

No doubt by now you’ve seen our case study we did with Tom Ferry, but you may have thought – how does this really relate to my business going forward? Its a CRM problem and question that’s not uncommon. So, I did a presentation to address this at GrowthCon25 – and it’s brief, and recorded here just for you.

Here’s the gist.  The hard truth is that most agents are sitting on hundreds of missed listing opportunities without even realizing it. There is a problem lurking in your CRM.

In a recent case study with Tom Ferry’s coaching clients, we analyzed 500,000 contacts across every type of real estate business—from solo agents to mega teams. What we found was both shocking and consistent:

• Half the records were missing basic info like a physical address.
  
• Databases were littered with junk contacts—fake emails, duplicates, even Bart Simpson and Daffy Duck.
  
• Worst of all, 93% of listings in those databases were missed.
  

That’s not a typo. Agents were only capturing about 7% of the listing opportunities already sitting inside their own CRMs.

Think about it:

• 5,161 listings overlooked.
  
• $75 million in commissions left on the table.
  
• $2.5 billion in transaction volume that went to someone else.
  

All from just 500,000 contacts—and remember, half of those didn’t even have addresses.

Why It Happens

The data explains a lot:

• 10% of people move every year. That means your mailing addresses go stale fast.
  
• 25% of people change jobs every year. If you’ve got a work email in your CRM, odds are one in four is already bad.
  
• And then there’s “Barbara.” She’s the agent across town grabbing coffee with your past clients and winning listings while you’re sending mail to the wrong address. You can’t beat Barbara all the time – but don’t give up.
  

The Fix

The good news? The problem in your CRM isn’t a dead end—it’s an opportunity.
Cleaning and auditing your database uncovers hidden gold. Here’s the framework we recommend:

1. Audit – Pull all your contacts into one place, tally them up, and identify what’s missing.
   
2. Edit – Remove duplicates, fake leads, and bad emails. Verify addresses.
   
3. Listen – Pay attention to life events (the “D’s”: divorce, downsizing, diapers, diplomas, etc.) that signal someone may be preparing to move.
   
4. Automate – Use tools like Revaluate’s Move Score to prioritize who to contact next.
   

Don’t SPEND MORE on New Leads. Work the Ones You Already Have.

Agents spend thousands chasing fresh leads while ignoring the listings hiding in plain sight. Your database is already full of people who will list this year—the question is whether you’ll be the one they call, or whether Barbara will.

That’s why we’re offering a Free Data Audit. We’ll show you:

• How many listings you missed in the last 12 months.
  
• Which agents took those listings.
  
• Where the gaps and opportunities are in your database.
  

It’s free. And it could change how you see your business.

👉 Request your free database audit today.