Tina Caul runs a high-performance real estate team in Raleigh, North Carolina. Her group will sell more than 700 homes this year, but her biggest shift came when she moved away from cold leads and rebuilt her business around her database.
After years of relying on cold calling, Tina saw her agents burning out. Her past clients were not hearing from her enough, and she knew she needed a system that created predictable listings from people who already trusted her.
“Your database is a financial document,” Tina said. “It is your retirement plan.”
Rebuilding the Database With Warm Relationships
Tina organized her entire CRM into four groups: VIP, Hot, Warm, and Nurture. VIPs are the top priority. A VIP is anyone who has sent her a referral. These clients receive quarterly calls, handwritten notes, and invitations to appreciation events.
A recent movie theater event brought in 450 people and led to eight listing conversations worth more than eighty thousand dollars.
More One-to-One and Less Cold Calling
Tina shifted her team from chasing strangers to serving their relationships.
Her calls focus on helpful vendors, equity updates, invitations to events, and asking for referrals.
“If a cold lead costs four hundred dollars, why not invest a few dollars staying in touch with someone who already knows you,” she said.
Using Video to Stay Top of Mind
Tina records two educational videos a month to stay visible with her entire database. Her content is emailed, posted on social, and retargeted so clients see her everywhere.
“People tell me they see me all the time,” she said. “That is exactly what you want.”
Following Up With Engaged Viewers
The people who open, watch, and click on Tina’s videos become her warmest leads. Her ISAs call these viewers and schedule strategy sessions for homeowners planning to sell.
The Result
Tina shifted her business from eighty percent cold calling to more than sixty percent referrals and repeat clients. Her database is engaged, her agents have a clear system, and her listing pipeline is far more predictable.
“It works if you work the system,” Tina said.
Watch the full interview to learn how Tina rebuilt her database and created a steady source of listings.
