How to Use the Traffic Light Assessment to Engage Your Database
As a REALTOR®, your database is your lifeline. It’s where future deals, referrals, and long-term relationships are cultivated. However, not all database connections are created equal. To maximize its potential, use the Traffic Light Assessment to categorize your database and take action accordingly. Here’s how:
The Traffic Light Assessment
Green Light
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Criteria: You have personally been in touch with this person recently (within the last 3–6 months). They regularly receive valuable, engaging communication from you, including fun and interesting content and invites to events.
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Action: Continue nurturing these relationships. These individuals will likely be your advocates and a source of future business and referrals. Keep them engaged with consistent, high-value touchpoints such as updates on market trends, personalized messages, and exclusive event invitations.
Yellow Light
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Criteria: Although this group has not heard from you in the past six months or more, they are still receiving your general communications and content.
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Action: Reignite the connection by reaching out personally. Set up a phone call using text or email. Your goal is to re-establish rapport and transition them back into the Green Light category.
Red Light
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Criteria: These individuals haven’t heard from you at all, or the communication they’ve received is minimal, impersonal, or comes across as spammy.
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Action: It’s time to revive these relationships. Reach out with a warm, authentic message and follow up with a phone call. Focus on reconnecting as a person, not as a salesperson.
Your 60-Day Database Engagement Plan
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Categorize Your Database
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Go through your contacts and assign each one a traffic light color (Green, Yellow, or Red).
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Prioritize Yellow and Red
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Set a goal to touch base with everyone in the Yellow and Red categories within 60 days.
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Dedicate specific days or times for calls, emails, and texts to ensure consistent follow-up.
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Choose the Right Communication Method
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Phone Calls: The most effective way to re-establish a personal connection. Use text or email to schedule these calls.
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Text Messages/Emails: Use these to break the ice and set up a time to talk.
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Prepare Conversation Starters
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Use open-ended, genuine questions to make the conversation flow naturally.
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Let real estate come up organically rather than leading with it.
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Sample Conversation Starters
For Yellow Light Contacts:
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“Hi [Name], I was just thinking about you and realized it’s been a while since we last connected. How have you been?”
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“Hi [Name], I hope you’re doing well! I’ve been meaning to check in and see how things are going for you. Would you be available for a quick chat this week?”
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“Hey [Name], I came across [a resource, article, or event] and thought of you. Let’s catch up soon—are you free for a quick call?”
For Red Light Contacts:
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“Hi [Name], it’s been a long time since we last spoke, and I just wanted to reconnect and hear how things are going in your world. Let’s catch up!”
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“Hi [Name], I hope this message finds you well! I’ve been updating my database and realized we haven’t chatted in a while. How are things with you?”
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“Hi [Name], I wanted to check in and see how everything is going with you. Let’s find a time to catch up soon!”
Consistent Follow-Up Is Key
The Traffic Light Assessment is a simple yet powerful way to evaluate your database and take intentional action to strengthen relationships. By focusing on Yellow and Red contacts, you can turn dormant relationships into active ones and expand your pipeline of opportunities. Remember, your goal is to connect as a person first. The business will follow naturally.
