Why Most Agents Waste Their Database (And How to Fix It)

I had a great conversation with an independent agency owner, someone who’s been in the industry for over 20 years, riding the highs and lows that real estate throws at you.

As we chatted, I started digging deeper into how he generates new business. He explained his unwavering commitment to staying in touch with his database.

At some point, we touched on his experience with social media marketing agencies and his take was very candid... “It’s all a load of crap.”

Now, while I don’t fully agree, I get where he’s coming from. There’s a ton of fluff out there, and it’s hard to tell what actually moves the needle and what’s just smoke and mirrors. That’s exactly why I share these insights, so you can cut through the noise and focus on what actually works.

But then he said something that really stuck with me...

“There’s all this stuff that gurus and marketers say you need to be doing, but I always come back to my database. Like clockwork, I just try to maintain those relationships.”

And he’s right.

But here’s the challenge. When you’ve got 15,000+ contacts, there’s only so much you can do manually. Keeping up with everyone, ensuring no opportunity slips through the cracks, and consistently staying top-of-mind. It's nearly impossible unless you have the right systems in place...

The Highest-Leverage Activity You’re Probably Ignoring

If you’re an experienced agent with a large database, there is no higher-leverage activity than setting up the right processes to engage your database.

Yet, I’m still shocked by how many agents don’t have a proper system for this. Like seriously, some of you guys are lucky to send one email out a month and even that isn't set up correctly to capture business.

Imagine if you could...

? Send personalised touchpoints to your database like clockwork.

? Automate follow-ups without sounding like a robot.

? Proactively surface hidden sellers in your database.

I’m not talking about generic, AI-generated spam emails or cringeworthy, overly salesy texts.

I’m talking about real strategies that create genuine conversations.

Too many agents have been sold the idea that AI can do everything for them. But it's a load of shite. AI should handle the heavy lifting, automating repetitive outreach and keeping your database warm.

But the second a contact shows even a hint of interest, that’s your cue to step in. That’s when you pick up the phone and make the call, because nothing can replace you and your service.

So, let’s break it down.

I’m going to walk you through exactly what you should be doing to re-engage your database, nurture relationships at scale, and ensure that if anyone in your database is thinking of selling, you’re the first agent they think of.

Let’s get into it.

The Power of Database Reactivation: Why Most Agents Are Doing It Wrong

Let’s say you have a massive contact list, maybe 15,000+ people, but you’re not really doing anything with it. You know there’s potential in that database, but reaching out manually feels impossible, and the thought of cold-calling thousands of people? No thanks.

This is where database reactivation at scale comes in.

We’re going to walk through three key strategies you can start implementing today to surface potential sellers, nurture relationships, and ensure that when someone in your database is thinking of making a move, you’re the first agent they think of.

Why SMS Wins for Quick Engagement

When it comes to reactivating your database, speed of response is everything.

And while email is great for long-term value delivery, text messages are unmatched for instant engagement.

Why?

Higher Open Rates – People check texts faster than emails.

Short & Direct – Messages feel conversational, not like a sales pitch.

Quick Replies – Instead of a passive read, SMS encourages an instant response.

That’s why the 2-Step SMS Strategy works so well, it’s designed to start conversations and surface the contacts in your database who are open to engaging right now.

Strategy #1: The 2-Step SMS Sequence

The goal here is to trigger engagement and surface leads that may be thinking of selling without coming across as spammy or intrusive.

Step 1: The Icebreaker Text

A simple, low-friction message designed to start a conversation, not pitch.

Example:

“hey [Name], just checking in, r u still living at [Address]?

Hope all is well - Liam”

Why does this work? It’s low-friction, non-salesy, and invites a natural response.

Once you get a response (which is the objective), you transition into Step 2.

Step 2: The Soft Offer

Now that they’ve responded, you introduce a value-driven follow-up.

“Got it! By the way, we’ve been helping a few homeowners in [suburb] stay updated on their property’s value. Let me know if you’d like a quick market update, happy to send one over!”

Why does it work? This doesn’t feel like a cold sales pitch. It’s natural, it’s relevant, and it positions you as a helpful resource rather than a pushy salesperson.

Strategy #2: The Email Nurture Campaign

While SMS is for quick engagement, email is about providing value consistently and keeping your name top-of-mind.

Here’s what this looks like in practice:

Monthly Market Update Email

A well-crafted email that could include:

1?? Recent Sales & Market Trends

Homeowners care most about their suburb’s market activity, so show them the data in a way that makes sense.

?? Example snippet:

“In the past month, [X] properties have sold in [suburb] with an average sale price of [$X], reflecting a [X]% increase/decrease from last quarter. The median days on market is now [X days], showing that buyers are acting [faster/slower] compared to earlier this year.”

Pro Tip: Keep it short, visual, and to the point. The goal is to spark curiosity, not overwhelm them with stats.

2?? Key Statistics That Affect Home Values

Beyond just recent sales, help homeowners understand the bigger picture. What’s actually impacting their property’s value?

?? Example snippet:

“With interest rates holding steady at [X]%, we’re seeing [more/less] buyer activity in [suburb]. Auction clearance rates have remained at [X]%, showing continued confidence in the market. If you’ve been considering selling, this could be a key moment to take advantage of the current demand.”

Pro Tip: Instead of just listing stats, tell them what it means for them (e.g., “Now might be a good time to sell because…”).

3?? Off-Market & Buyer Demand Insights

One of the most effective ways to spark engagement is to create FOMO (fear of missing out).

?? Example snippet:

“Right now, we’re working with [X] buyers actively searching for homes in [suburb]. If you’re curious about what your home might fetch in today’s market—without needing to go fully on the market—click here.”

Pro Tip: Phrases like “without needing to go fully on the market” lower resistance and make it easier for homeowners to say yes.

4?? Homeowner-Specific Insights

This is where you position yourself as an educator, not just a salesperson. Give them actionable insights on how to increase their property value.

?? Example snippet:

“Properties with modern kitchens and well-maintained outdoor spaces have been selling [X]% faster than others in [suburb]. If you’re thinking of selling in the next 6-12 months, small updates to [X] could significantly impact your sale price.”

Pro Tip: Tailor this section to seasonal trends (e.g., “Spring sellers, landscaping upgrades make a massive difference.”).

Few Things to Keep in Mind

? Make It Personal: The more tailored and human your email feels, the better. Show everyone your flavour!

? Keep It Simple: Your audience is not reading this like an agent would. Make sure everything is easy to digest. Imagine you were explaining it to someone in grade 5. Not joking.

? Every Email Needs a CTA (Call to Action):A lot of agents make the mistake of just providing value without prompting a response.

Here are a couple CTA variations that work well:

• Soft Close:

“If you’re curious about what these changes mean for your property, CLICK HERE and I’ll send you an updated value estimate.”

• Invitation to an exclusive report:

“CLICK HERE and I’ll send you my latest market insights for [suburb].”

Pro Tip: The simpler the CTA, the better. Just one clear, easy action.

Strategy #3: The Quarterly Price Update Sequence

This is a proven way to surface homeowners who are quietly considering a move.

Every three months, send a simple text like:

“Hey [Name], just ran a few updated property reports in [suburb]—would you like me to send one your way?”

? Why it works: It positions you as the go-to expert without being intrusive.

? It’s repeatable: Every quarter, you create a new wave of inbound leads.

Bonus Strategy #4: The E-Book Lead Magnet

Not everyone is ready to sell, but many are curious. Offer a downloadable guide like:

“How to Maximise the Sale Price of Your Home in [Suburb]”

? They get value.

? You get hotter leads (because the ones who download are clearly thinking about selling).

Agent A vs. Agent B: Who Wins?

Consider two agents, both with the same 15,000-contact database. Who wins? You decide...

?? Agent A: The Old-School Grind

? Starts each day cold calling 50 contacts from their database.

? 70-80% don’t answer, calls go to voicemail or get ignored.

The few who do pick up:

? Most aren’t selling anytime soon and see no reason to continue the conversation.

? Some say, “Maybe later”, but there’s no structured way to follow up.

? Maybe 1 or 2 decent conversations, but with no urgency to act.

? After weeks of this repetitive cycle, Agent A is mentally drained, frustrated, and barely making progress.

? Meanwhile, hundreds, if not thousands, of potential sellers in their database are slipping through the cracks because there’s no system to identify and nurture them over time.

?? Agent B: The Scalable & Sustainable Approach

Agent B doesn’t just automate outreach, they pair automation with strategic follow-up, making their system sustainable long-term.

Here’s how they execute:

? Automated Outreach at Scale:

? Sends monthly market update emails to stay top-of-mind.

? Uses bi-monthly SMS campaigns to engage and surface warm sellers.

? Deploys quarterly price update texts to trigger conversations.

? Prioritised Follow-Up:

? Instead of blindly cold calling, Agent B only calls contacts who engage with emails or reply to texts.

? By focusing on warm, inbound leads, their daily dials are more productive and result in higher-quality conversations.

? Sustainable Workflows:

? Outreach runs automatically in the background, keeping relationships active.

? No burnout from endless cold calling, time is spent where it matters most:

?? Having real conversations with engaged prospects.

?? Booking appraisals with homeowners who are genuinely considering selling.

?? Strengthening relationships instead of burning through a database.

The End Result?

Agent A is stuck in a hamster wheel, burning time on cold calls, chasing leads who aren’t interested.

Agent B builds a sustainable pipeline, nurturing leads at scale while focusing their calls on the highest-converting prospects.

I don't want you to think that this AI stuff is the be all and end all of running your business, I want to open up your mind on how to implement AI and modern tech to enhance you're sales process.

If this resonates with you and you’re not actively engaging your database, message me "reactivate" and I'll send over some more info to help get you started.