On this 267th episode of my Monday Morning Pep Talk, I will address the issue behind why so many real estate professionals do not have a CRM. They get hobbled by the question: "Where do I Start?" Getting started with a CRM can feel overwhelming, especially when you’re trying to identify your most important contacts. The key is to start small and build momentum. It was important for me to write this MMPT because I constantly get the question that this MMPT will answer.
You don’t need to create a perfect list overnight - instead, focus on simple, intentional steps that will add up over time. By systematically pulling names from your existing networks - email, phone, social media, past transactions - you’ll begin to see patterns and uncover the key people who drive your business. The goal isn’t just to fill a CRM; it’s to build a strategy that keeps you connected to the right people in a way that feels natural and sustainable. Let’s break it down into a step-by-step process so you can get started today.
Step 1: Define Your 5 Lists
Before digging into your files, get clear on who qualifies as a top contact. Some defined lists to guide you:
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Top 100 Clients: Who are your best, highest-producing, or most loyal clients? Who helps your business thrive (vendors, past colleagues, power connectors)? Who in your SOI champions your success - mentors, close friends, family, and community contacts?
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Top 100 Referral Partners: Who has referred business to you? Who could? Who influences your target market (attorneys, financial advisors, developers, architects, etc.)
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Warm List: This is your list of people likely to buy or sell within the next 12 months - whether they realize it yet or not. Brokers/advisors with the largest, well-managed warm lists will dominate this market.
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Hot List: This is your list of clients who plan to buy or sell with you in the next 90 days.
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Local Collaborative Brokers: This is the list of local brokers that you collaborate with and share inventory. It is brand agnostic.
Once you commit to these categories, you can start searching for them in your files and tech.
Step 2: Mine Your Data Sources
Here are some ideas on how to identify and search for contacts that should be placed in your 5 lists. Use this checklist to pull in names systematically:
Email & Calendar
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Search for key terms like “client,” “closing,” “contract,” or “referral” in your email inbox.
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Review your sent emails from the past 12-24 months - who have you been in regular contact with?
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Check your calendar invites - who have you met with consistently?
Phone & Texts
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Look at your call history and most frequently texted contacts.
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Scroll through your saved contacts - who jumps out as a high-value connection?
Business Cards, Notes & Old Lists
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Dig through any old spreadsheets, handwritten notes, or client lists from past years.
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Check stacks of business cards (if you have them) - who is still relevant?
Social Media
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Review your LinkedIn connections - sort by recent messages or engagement.
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Check Facebook and Instagram DMs - who has engaged with you professionally?
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Look at who likes or comments on your business-related posts the most.
Financial & Transaction Records
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Pull a list of past clients from transaction management software or accounting records. Search the MLS for closed sales for the past 3-5 years.
Industry & Networking Groups
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Think of conference attendees, mastermind groups, and coaching alumni you’ve connected with.
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Check association memberships and event guest lists - who is worth adding?
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If you attend a house of worship, identify those in that group with whom you've got a professional relationship.
Step 3: Organize & Prioritize
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Before you start the process of building out your CRM, collect the names you’ve found in a Google sheet or Excel sheet. You this as a checklist to make sure that all of your qualified contacts get processed correctly in your CRM. We are truly looking for the vital few in this process. Your CRM, in 99% of the applications, will pull in your contacts using email and social media options. You need a checklist of names to find them after the download.
Step 4: Commit to Your CRM and Get Started
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This process of building out your CRM will be a commitment in time and effort. There is no better ROI with your time than building a CRM to manage your client relationships. This retention effort will pay dividends for your business over your entire career. If the process feels overwhelming, start small and build on it week after week. Work on 10-25 contacts a week until it’s built out. This is a perfect quarterly initiative to commit to as part of your business plan.
Building and maintaining a well-managed CRM isn’t just an administrative task - it’s a game-changer. Advisors who consistently nurture their database see higher conversion rates, more repeat business, and stronger referral business. In fact, according to NAR, 68% of real estate transactions come from repeat and referral business, yet many real estate professionals fail to properly stay in touch. Those who commit to building a relationship-driven business don’t just survive - they thrive. Again, I wrote this MMPT because I’m constantly asked: "Where do I start?" and the truth is, the sooner you start, the sooner you’ll see results. The advisors who win in this market are the ones who build trust, stay top of mind, and put in the work to maintain relationships and retain future opportunities. A strong CRM strategy is your key to a predictable and enjoyable business.
