Mets and Haven’t Mets: Database Building

Introduction

Effective contact database management is crucial for lead generation and business growth. This chapter explores the fundamental concept of classifying contacts into “Mets” and “Haven’t Mets,” providing a structured approach to building and leveraging a powerful database. Understanding these categories allows for targeted communication strategies, fostering stronger relationships and ultimately driving more business.

Mets vs. Haven’t Mets: A Dichotomy of Connection

At the heart of contact database mastery lies the distinction between two fundamental groups: Mets and Haven’t Mets. This categorization reflects the existing connection, or lack thereof, between you and the contact.

1. Haven’t Mets: The Untapped Potential

Haven’t Mets represent individuals you have not yet met and who, crucially, do not know you. This broad category can be further segmented for targeted outreach:

General Public: The widest possible audience. While not specifically targeted, they represent potential future leads.
Target Group: This is a subset of the General Public, specifically chosen based on desired characteristics and attributes (e.g., geographic location, demographic profile). These are individuals you have proactively identified as potential clients. This segmentation reflects a strategic decision to focus marketing efforts on those most likely to convert.
- Practical Example: Targeting homeowners in a specific zip code with a history of property appreciation. This allows for tailored messaging highlighting the benefits of selling in the current market.

2. Mets: The Foundation of Relationship-Based Business

Mets are individuals you have met, either in person or by phone, and who are aware of you. This existing connection offers a significant advantage in building trust and fostering long-term relationships. Mets are further categorized based on the strength and type of relationship:

Network Group: Individuals who know you and with whom you have some level of established rapport. They represent potential clients or referral sources.
Allied Resources: A select group of Mets working in real estate-related fields (e.g., mortgage brokers, title companies, appraisers). These are individuals you expect to both conduct business with and receive business leads from, often on a recurring basis. A symbiotic relationship is the goal.
- Real-World Application: A real estate agent regularly referring clients to a trusted mortgage broker, who in turn recommends the agent to prospective homebuyers.
Advocates: Clients who have not only done business with you but are also enthusiastic about referring you to others. Their positive experiences translate into active promotion of your services.
Core Advocates: The pinnacle of client relationships. These individuals are not only loyal clients but also possess significant influence and connections within the community (e.g., business owners, executives). They generate a consistent stream of high-quality leads. They can be described as super connectors.
- Case Study: A real estate agent cultivating a strong relationship with a local business owner who consistently refers employees relocating to the area.

The Business Implications of Mets vs. Haven’t Mets

Understanding the different types of business generated by Mets and Haven’t Mets is critical for resource allocation and strategic planning.

Business Sources:

Repeat Business: Transactions from past clients (Mets).
Referral Business: New clients generated through recommendations from existing contacts (Mets, and occasionally Haven’t Mets).
New Business: First-time clients acquired through prospecting and marketing efforts (Mets and Haven’t Mets).

Business Generation Matrix:

Source	Mets	Haven’t Mets
Repeat	Yes	No
Referrals	Yes	Potential
New	Yes	Yes

Mets are capable of providing all three sources of business. Haven’t Mets primarily generate new business, but targeted marketing over time can, in some instances, yield referrals.

Quantifying Database Size: The Millionaire Real Estate Agent Model

The Millionaire Real Estate Agent provides insights into the database size required to achieve specific sales targets. These calculations highlight the distinct conversion rates associated with Mets and Haven’t Mets.

Conversion Rates:

Mets: A 12:2 conversion rate is assumed for Mets who have been through an “8 x 8” program (8 touches in 8 weeks) followed by a “33 Touch” program (33 interactions over 12 months). This translates to 2 closed transactions for every 12 Mets actively engaged.
Haven’t Mets: A 50:1 conversion rate is assumed for Haven’t Mets targeted with a “12 Direct” program (12 direct marketing pieces over a year). This translates to 1 closed transaction for every 50 Haven’t Mets engaged.

Sales Target: 320 Closed Transactions

To achieve 320 closed transactions annually, the model suggests the following database configurations:

Option 1: 1,920 Mets + 0 Haven’t Mets
Option 2: 0 Mets + 16,000 Haven’t Mets
Option 3: 960 Mets + 8,000 Haven’t Mets

These figures clearly demonstrate the higher conversion rate and increased efficiency associated with cultivating relationships within your Mets database.

Scaling Down: A More Realistic Scenario

For a more achievable target of 36 closed transactions annually, a direct scaling of the Mets-only model (Option 1) would suggest needing 216 Mets. However, this simplified calculation overlooks crucial factors:

Ramp-Up Time: Building a robust Mets database takes time. It’s unlikely to have all 216 contacts fully engaged from day one.
Relationship Maturity: The benefits of repeat and referral business from Mets increase over time, requiring consistent communication and relationship nurturing for 2-5 years to reach the 12:2 conversion ratio.

The IGNITE Approach: A Sustainable Strategy

The Keller Williams University (KWU) course, IGNITE, advocates a daily discipline of adding new contacts to your database. Specifically, the “Daily 10/4” focuses on:

Making 10 new contacts
Entering 10 people into your database
Writing 10 notes
Previewing 10 homes (weekly)

By consistently adding 10 new contacts to your Mets database over 200 working days, you’ll accumulate 2,000 names, creating a powerful foundation for generating business.

Database Dynamics: From Haven’t Met to Core Advocate

The power of your contact database lies in its ability to facilitate the transition of contacts from Haven’t Mets to Mets, and ultimately, to Core Advocates.

The Relationship Lifecycle:

General Public -> Target Group -> Network -> Allied Resources -> Advocates -> Core Advocate
   (HAVEN'T MET)                   (MET)                           (Inner Circles)

This diagram illustrates the progression of a contact from initial anonymity to a valued and influential advocate for your business. The goal is to systematically nurture relationships, moving contacts through these stages.

The 80/20 Principle: Leveraging Your Advocates

The Pareto principle (80/20 rule) applies directly to your contact database. Approximately 20% of your contacts, particularly your Advocates and Core Advocates, can generate 80% of your business. Identifying and nurturing these key relationships is paramount.

Building Your Mets Database: Sources and Strategies

Cultivating a strong Mets database requires proactive engagement and strategic identification of potential contacts.

Sources for Building Your Mets Database:

Family
Friends
Neighbors
Home-related services (e.g., contractors, landscapers)
School (parents, teachers)
Personal Business (e.g., grocer, dentist)
Sports and Hobbies (teammates, club members)
Former Employers, Co-workers, Suppliers, Customers
Organizations (professional associations, community groups)

Practical Exercise: Identifying Hidden Mets

To jumpstart your database building efforts, dedicate time to actively brainstorming individuals you already know but may not have considered adding to your database.

Name	Occupation

Building Your Haven’t Met Database: Strategies for Expansion

Expanding your reach to Haven’t Mets requires different tactics, primarily focused on targeted marketing and lead generation.

Sources for Building Your Haven’t Met Database:

Title Companies: Often provide contact lists free of charge, potentially allowing for co-marketing opportunities.
Third-Party Vendors: Purchase lists from credit bureaus (TransUnion, Experian, Equifax) or vendors specializing in direct mail marketing (e.g., Just Listed/Just Sold postcards).

Maintaining Data Accuracy

For smaller, targeted farms, agents might maintain their own Haven’t Met database. However, for larger farms, relying on print marketing vendors to manage the database is often more efficient to ensure accuracy of names and addresses.

Feeding Your Database Daily: The Importance of Consistency

Consistent database maintenance and growth are critical for long-term success. The IGNITE-recommended “Daily 10/4” is designed to instill the habit of adding new contacts and nurturing existing relationships.

Expanding Your Mets Database

Beyond your initial network, proactively seek out opportunities to meet new people and add them to your Mets database:

Phone Calls and Personal Visits: Maintain consistent contact with past clients and existing Mets to gather updated information and strengthen relationships.
Community Engagement: Actively participate in school, church, neighborhood, and hobby-related activities.
Open Houses: Convert attendees into Mets by collecting their contact information.
Geographic and/or Niche Farms: Target specific areas or demographics with tailored marketing campaigns.
For Sale By Owners (FSBOs) and Expired Listings: Proactively contact potential sellers who have not yet found success on their own.
Agent-to-Agent Referrals: Develop referral partnerships with agents in other markets.
Internet Leads: Capture leads generated through online marketing efforts.

Personalization is Key

Focus on the lead generation methods that align with your personality and business goals. Regardless of the methods chosen, a well-maintained database is essential for consistent and personalized communication.

What to Feed Your Database: Essential Information

Gathering sufficient information about each contact is critical for effective communication and relationship building.

Minimum Information Requirements:

Name: Ensure accurate spelling.
Home Address: Can often be found through property tax records.
Home Phone Number: Obtain permission for a follow-up call.
Email Address: Collect this after obtaining the home address.
Business Card: Record details on the back, including who they were with, when you met them, and where you met them.

The FORD Technique: Building Deeper Connections

Utilize the FORD technique during initial or follow-up conversations to gather more detailed information:

Family
Occupation
Recreation
Dreams

This approach allows you to gather valuable insights, including:

Buyer or Seller Status: Determine their immediate real estate needs.
Urgency: Gauge their timeline for buying or selling.
Spouse’s Name: Acknowledge and engage both decision-makers.
Personality Profile: Adapt your communication style accordingly.
Birthday: Personalize your communication with a birthday card.
Hobbies/Interests: Tailor your marketing materials and items of value.
Children: Show genuine interest in their family.

Buyer and Seller Data: Targeted Information Gathering

As you progress in building relationships and conducting consultations, gather specific data relevant to their buyer or seller status.

Sample Data Checklist:

Contact Information	Property Information
Source of contact (ad, referral, open house, etc.)	Address of property
Referral’s name	Date property was purchased
Date referred	Purchase price
Contact’s name, address, phone, fax, email	Assessed tax value
Contact’s employer and work phone	Desired sales price
Contact’s job title	Occupancy (residence, rental, other)
Contact’s start date of employment	Date of lease end
Contact’s date of birth	Date listing to expire
Spouse’s name	Mortgage balance
Spouse’s employer and work phone	Loan type
Spouse’s job title	Interest rate
Spouse’s date of birth	Available equity or down payment
Spouse’s start date of employment	Description of property
Anniversary date	House style
Children(s) names	Number of bedrooms, sizes
Children(s) dates of birth	Number of bathrooms
Pets	Lot size
	Type of construction, square footage, design
	Appliances
	Type of heating, air conditioning
	Special features (pool, view, etc.)
	Annual taxes
	Special assessments
	Homeowner association fees
	Improvements made to property
	Room dimensions

This information allows you to tailor your services, build stronger relationships, and establish trust with potential clients.

Conclusion

Mastering the art of database building through the Mets and Haven’t Mets framework is crucial for long-term success in real estate. By understanding the nuances of each category, consistently adding new contacts, and diligently nurturing relationships, you can build a powerful database that generates a steady stream of business and fuels your professional growth.