There’s gold in them thar hills. By hills, I mean your client database. Your database is your most valuable asset. Within your database, you have everything you need to grow your business whether that means reaching out to old clients, nurturing current ones, or developing new leads.

In this post, let’s talk about how to manage and mine your client database to get the most out of it. And we’re going to do it the new way-- it’s the way that works.

Manage Your Database

You need a database, but it’s not enough to have just any static database. This isn’t your dad’s old school Rolodex. You need a database that’s dynamic and always updated with new and useful information. Use this tool to interact with your database daily. You can house your entire database within a customer relationship management tool. Below, I’ll offer my top recommendations for customer relationship management tools.

Here are a couple of top tips to keep in mind when managing your database:

• Prune it. It’s not about having a large database, it’s about having a useful one. Do maintenance on your database. Numbers change and people move away. Keep your database as current as possible.

• Add notes. As you follow up with your clients and learn more about them, add it to your database. You won’t remember, trust me. Log the little stuff, like birthdays and personality quirks. It will come in handy in future interactions.

Mine Your Database

Once you have an efficient database in place, it’s time to make it work for you. Never let your database collect any dust. Frequently and consistently reach out to the people on your list. I recommend you rotate between these three actions:

Call Quarterly

 Reach out to everyone in your database every quarter, no exceptions. Of course, you don’t have to do it all in one day. If you have a particularly large database, schedule a group of quarterly calls every week until you’ve caught up.

Lather, rinse, repeat.

My favorite way to call is through PhoneBurner. You’ve probably heard me talk about it before. I love PhoneBurner because it’s so easy to use. All you have to do is plug in the numbers you’d like to dial and PhoneBurner does the rest. It also gives you the option to do one-click voice mail so you don’t have to leave a new voicemail each and every time.

PhoneBurner is not an automated predictive dialing system. It’s just a rapid dialer that frees you up from dialing each number or leaving mind-numbing voicemails when the person you’ve called doesn’t pick up. It increases efficiency and helps you quadruple your call volume each day.

Email Weekly 

Email is a great way to stay at the top of clients’ minds. Plus, automated email systems make it a breeze to reach large groups of people at once.You have literally hundreds of choices when it comes to email marketing. You can use a customer relationship management tool (CRM) or a stand alone email marketing service. You could also do it the old way, by emailing all of your clients one at a time. But that way is painstakingly slow. Who wants that?

My top recommendation is to use an all-in-one CRM to manage your clients and keep in touch with them via email.

For loan officers, I recommend Jungo CRM

For real estate agents, I recommend RealtyJuggler.

Both of these CRMs can help you with your email marketing campaigns. Whether you’re sending out a weekly newsletter, a time-released (drip) nurturing email, a personalized “happy birthday” email, or any other type of email, you can do it from the convenience of an all-in-one CRM.

Snail Mail Monthly 

While email is a great way to keep in touch on a regular basis, I also recommend sending out a postcard or letter every month. This type of correspondence creates a tangible impression. What’s more tangible than a postcard or letter you can touch and handle?

Although you should send out snail mail each month, mix up the type of content in each letter or postcard. Here’s an example of what I suggest you do:

• Month 1: “I Like You” - this is a letter of appreciation. You’re just sending out a “thanks for being awesome” message. Be authentic and complementary.

• Month 2: “The Superman Letter” - here is where you show off how you helped others. You send a letter that includes a common problem and how you came in, like superman, and saved the day.

• Month 3: “I’m a Real Person” - show that you’re human, too. Here’s where you bring in the personal element. Share something you’ve done recently (family vacation, new hobby) and tie it into something that can value the client (here’s what I learned that can help you…).

Lather, rinse, repeat.

Final Thoughts

I hope these two strategies for database management and mining has helped you start thinking about your own list. Don’t wait-- start to implement these strategies right away. You’ll improve every relationship by following these tips. Good luck!