Database marketing

Successful real estate relationships are built on a foundation of trust.  This applies when buying and when selling a property and it’s something we take into consideration across all aspects of our business. Crucially it applies to use of our database for marketing properties. 

Usually agents develop their own database of contacts which is tightly held by the individual and rarely shared.  We have a centralised database so our clients have access to the contacts developed by all our sales agents. 

However we are very careful how that database is used, recognising the information it contains has been supplied in good faith. Rather than a broad brush approach Morton & Morton is very selective in who we contact about new listings.  We can be selective because our extensive database allows us to segment according to key property search criteria including price, location, size and, of course, property type.

Our aim is to match the right people to the right property. Morton & Morton do not see true value in telling a client we have promoted their property to our entire database because for a large percentage the property will simply not be suitable.

The risk then is database fatigue.  To add true value for our clients we ensure those on our database can be confident that receiving a communication from Morton & Morton means we have something relevant to tell them. Doing so retains the element of trust with those on our database and in turn delivers cut-through results when we are marketing a property.