Your next deal may already be in your CRM. Here’s how to find it

Real estate teams have spent years building databases filled with prospective buyers, past clients and personal connections.As acquisition costs rise and transaction volume remains constrained, teams are increasingly focused on a different question: how much business is already sitting inside those databases, waiting to be activated?For many real estate teams, the answer represents a significant opportunity to improve profitability without continually spending more to find new prospects.Holly Mabery — chief brokerage officer at eXp Realty — said teams are becoming more disciplined about how they allocate their marketing dollars, with some redirecting resources toward existing contacts rather than purchasing leads.“What I’m really proud of is they are getting very efficient with their businesses,” she said of eXp teams under her watch. “So, rather than paying for leads, they’re looking at [their] databases and how they are reactivating that nurture process, and I think that’s significant. So, it’s really watching people get away from paying, and focusing on what is [already there] now.” Nurturing your database The share of a team’s database that is actively being worked depends on h...