How many agencies and agents are still trying to MANUALLY clean up their database? Are you one of them? Without a doubt, you would know that cleaning up the database by hand is NOT EFFICIENT.

Whether you have 2,000 contacts or 20,000 contacts, calling through this volume of people, without knowing if they are property owners, getting no answers and rejections, you would feel demoralised by the task. In fact, you would hate this task. The conversation in a data cleaning phone call is not exciting at all and doesn’t bring any new business in. It’s not a task you would give to a busy sales agent and even an administrator. They have better, more productive work to do.

So, what’s the solution?

Most people would simply put data cleaning on hold. It’s not urgent, doesn’t bring any money in, and no one has time for it. That is the WRONG approach.

The reason why you need to invest in data cleaning, even when you don’t have time, is because you rekindle the relationship with old buyers and owners. And you know the more conversations you have, the more opportunities you get.

So, what’s THE solution?

Simply enough, we live in a world that is powered by technology. So use technology in this situation.

The real estate’s best digital employee RiTA is THE solution. In a recent webinar, Systems Manager Angus Turner at McGrath Sutherland Shire Illawarra, one of our amazing customers, explained that RiTA takes care of the “boring” data cleaning conversations that need to happen.

RiTA sends 250 SMS a day to his old database. With a response rate of 25%, RiTA finds out if people have bought out of the agency’s core areas or if they have bought in, in which case the data is updated and the relationship can be nurtured. Through this data cleaning campaign, Angus gets roughly 100 investors a month back to his team.


For a task that would take hours and days for a human to do, RiTA does it automatically every day. Then, only the positive responses and leads need to be reviewed by an administrator and that task only takes 30 minutes. As for the agents, they don’t need to lift a finger until that lead is qualified and ready to have a property conversation with them. HOW GOOD IS THAT?

With the current market situation, agencies and agents need to spend their time and effort well. Focus on the now while RiTA does the groundwork with old data and nurtures client relationships by having relevant property discussions with each contact.

Watch Angus Turner talk about database cleaning and RiTA in this 6 minute video: