Most agents’ marketing and sales data is very disorganised.
If your agency has been around for a while, chances are you have accumulated a lot of data from prospective buyers, tenants, vendors and landlords. In many cases, this data is old, duplicated and incomplete, with different versions sitting in databases and spreadsheets. Sorting it out is time-consuming and, as all the daily tasks tend to take priority, this has fallen to the back of the queue.
If so, you are not alone. Most agents who have operated for over a year own data which is accumulated via different channels, and stored in multiple locations.
Why you need to pay attention now?
Everything changes on 25th May this year. There are hefty penalties for not complying: up to 4% of global turnover or €20,000,000 whichever is the GREATER.
Teams are being recruited to enforce this new law. For a cash-strapped government, money from fines is free money. And as estate agents rely on capturing personal data to deliver their service, to avoid fines and compensation claims, you should start getting your data in order now.
Whether you’re running a simple email marketing campaign, sending leaflets in the post or SMS campaigns, right through to more complex data use such as Facebook lookalike audiences, you will need to be compliant. We’re heading quickly toward an opt-in world, where the opt-in must be explicit and not inferred.