Be honest. How tidy is your contact list, really?
If it’s filled with random leads, duplicate names, and missing info, you’re not alone! But here’s the thing: a messy contact list isn’t just inconvenient, it’s costing you time, money, and missed opportunities.
Whether you’re a new agent or a seasoned pro, organizing your contact list is one of the smartest moves you can make. With a few simple steps, you can clean up your list, boost your marketing power, and stay compliant — all while setting yourself up for long-term success.
A well-organized, healthy contact list helps you:
● Improve open and click rates on emails.
● Lower unsubscribe and spam reports.
● Send more personalized, meaningful messages.
● Follow up like a pro.
● Stay compliant.
According to the National Association of Realtors, over 80% of an agent’s business comes from their database, making it one of your most valuable business assets. The more organized it is, the more power it has to help you build relationships, close deals, and grow your business.
Step 1: Purge the dead weight
Scroll through your contacts and flag anyone who’s been inactive for over a year. If they haven’t opened an email, replied to a message, or returned a call in that time, it’s safe to say they’re cold. Don’t delete them outright, simply tag them as “cold” or “inactive” instead.
A cold lead today might be your next hot listing six months from now. Keeping them in your system ( tagged correctly) helps you stay organized without closing the door on the relationship.
Step 2: Standardize your data
You wouldn’t address a listing as “123 Queen Street” in one spot and “123 Queen St.” in another. The same goes for your contacts. Start by cleaning up:
● Names: Use proper spelling and capitalization.
● Phone numbers: Use one consistent format.
● Emails: Double check for typos or missing domains.
Here’s a really pro move: aim to collect home addresses for as many contacts as possible. This adds professionalism to your database and gives you the power to send hyper-targeted messages that truly resonate.
Step 3: Merge any duplicates
Duplicate entries are sneaky. Maybe “Jen Smith” signed up at an open house and then again through your website as “Jennifer Smith.” Now you’ve got two records, and maybe even two separate conversations happening.
Most email marketing and CRM platforms have tools to detect duplicate contacts. Use them! Then merge records carefully, keeping the most updated information. This ensures you’re not double-emailing someone or missing any valuable history.
Step 4: Update contact details
Has it been a while since you last touched base with certain contacts? Now’s the perfect time to reach out. Use this as a chance to:
● Confirm their phone number, email, and home address.
● Ask about any changes in their real estate plans.
● Add notes to your CRM about the conversation, including timing preferences, family info, or move-in/move-out goals.
These small details help build trust, and are gold when it comes to personalizing your marketing and follow-ups.
Step 5: Tag like a pro
Tags are your best friend when it comes to keeping your contact list organized. Think of them like digital sticky notes that tell you who someone is and why they matter. Some ideas to get started:
● Status: “Buyer lead,” “past client,” “investor,” “renter”
● Location: “Neighbourhood X,” “downtown condo”
● Source: “Open house,” “website lead,” referral”
Keep it simple. Too many tags can create chaos, so build a system you’ll actually stick to, and share it with your team if you have one.
Step 6: Segment for smarter marketing
Oncer tags are in place, you can group contacts into segments for targeted outreach.
Want to send a market update to everyone in Halifax? Easy. Running a first-time buyer webinar? Invite only your “first-time buyer” segment.
Segmentation helps you send the right message to the right people at the right time, exactly what great marketing is all about.
Don’t forget CASL compliance
While you’re tidying up your contact list, it’s also a great time to double-check that you’re following Canada’s anti-spam legislation (CASL). Here are a few key things to keep in mind:
● Make sure you have express or implied consent to email your contacts.
● Include a clear and easy-to-find unsubscribe link in every email.
● Keep accurate records of when and how consent was given.
● Allow contacts to manage their preferences if your system supports it.
CASL isn’t just a legal requirement, it’s good business. Respecting people’s communication preferences builds trust and helps keep your email reputation strong, which means better deliverability and engagement across the board.
Bonus tip: Make it a habit
Cleaning up your contact list isn’t a one-and-done task, it’s a habit worth building. Set a reminder to audit your list at least once every quarter. Tag new contacts as they come in, and make updating details part of your regular routine.
When your contact list is clean, current, and organized, it helps you work smarter, market more effectively, and connect more meaningfully. So open up that list, grab a coffee, and start tidying up! Your future self (and your email open rates) will thank you.
Stephanie Alfonso, Senior Director of Vertical Innovation at Constant Contact, is a seasoned speaker and thought leader in real estate marketing, known for her dynamic energy and ability to drive action.
Email: partners@constantcontact.com
Socials: @constantcontact
To learn more, visit CONSTANT CONTACT
