From Less Than 100 Database Deals to Over 500 a Year

By Taylor Kerrigan

Taylor Kerrigan has worked alongside Jeff Glover for over a decade. From being a Marketing Assistant, Executive Assistant, Director of Operations, Realtor, and today, the CEO of Glover Agency - you name it

Five years ago, less than 100 of our transactions came from our database. Today, over 500 do. That shift came from building a system we run every single month.

Every person in your database knows another Realtor. The question is whether you’ve given them a reason to choose you. By the time a buyer or seller sits down with you, their mind is already about 50% made up based on what they’ve seen from you online. That’s why everything in our database plan is designed to add real value, not just check a box.

CRM drip campaigns used to work. Today, people spot templates instantly. The old standard said 10% of your database should transact or refer each year. We shoot for 8%, and we get there by replacing automation with things that actually make people feel valued.

We break our database into five types: sphere and past clients, social media, hybrid farm, CRM leads, and agent-to-agent referrals. Not every tactic applies to every group, and the key is matching the right strategy to the right database.

The three rules are simple.
1. Add value to the people already in it.
2. Add new people every single day. Three to five per day is our benchmark.
3. Do both at the same time.

What the monthly plan looks like. Our monthly plan includes value-first calls like booking Valentine’s Day reservations for clients, VIP boxes sent to three specific groups (people you haven’t heard from in a while, your best referral partners, and people who just hit a life milestone like a new job, a marriage, or a baby), infotaining emails and postcards, local business collabs, and gift card giveaways designed to capture contact information from social media followers.

Infotaining beats informational. If someone isn’t looking to buy or sell, they’re not opening your neighborhood report. But they might open “The 4 Best Restaurants in Metro Detroit to Treat Your Valentine.” Taylor used infotaining hybrid farming postcards to take close to 50% market share in her farm in under a year. At a fall event in her neighborhood, a gentleman walked by and said, “Oh, you’re that Realtor who mails my house every single month.” He had no plans to move, but he knew exactly who she was. That’s how referrals start.

Gift card giveaways capture your social media database. Post a video announcing a giveaway, ask people to drop an emoji in the comments, then DM each person a link to a form that collects their name, phone, email, and home address. Do not put the link in the post or comments. That kills engagement. When Taylor ran this for the Super Bowl, about 150 people engaged, around 80 to 100 filled out the form, and one of them called months later to list a $300,000 rental property.

You earn the right to ask. We make direct asks twice a year. Those calls work because of everything that came before them. You don’t have the right to ask for business when you haven’t added value. Most agents get about 4% from their database. The difference between 4% and 8% is what you do in the months between those calls.

If you want the full 12-month database plan, reach out at 248-719-5292, email us at taylor@liveunreal.com, or visit gloveragency.com.