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The Lasso Blog

Updated November 19, 2019

The Facebook-Cambridge Analytica scandal fiasco and the Equifax data breach are just two of many recent events that have made consumers feel that they didn’t have control over their personal information. It raised the question “What are companies doing with my data?” These events have brought to light two key issues: 1) what are a company’s responsibility regarding consumers’ data and 2) what rights do individuals have?

As a result of the increased concern over consumer’s rights to their own data, California has recently passed legislation that gives back the power of personal data to residents of the state. While the law doesn’t take effect until January 1, 2020 (January 1, 2021 for most business-to-business enterprises), it’s good to be aware of the potential impact and make sure you’re prepared.

What You Need to Know

If you’ve made changes to how you handle prospect or client data based on the recent GDPR law, then the California law may not seem too extreme. If you haven’t made changes, you’ll want to review the California legislation in more detail.

Some of the consumer rights as listed on https://www.caprivacy.org/ and include:

  • Right to know all data collected by a business on you.
  • Right to say NO to the sale of your information.
  • Right to DELETE your data.
  • Right to know the categories of sources of information from whom your data was acquired

These items give you an idea of the spirit of the legislation, but take a look at the complete list to get more detail. (This post is intended to raise awareness of the upcoming law, please seek your own legal advice to confirm your specific obligations and ensure you’re in compliance.)

Using Lead Directories

Using lead directories sites like Zillow, BDX, BuzzBuzz, and others is a popular way to generate leads in the new home industry. These reputable companies are good at handling how they obtain their leads, usually with an explicit opt-in and/or detailed privacy policy information that states what they are going to do with the person’s personal data when they fill out a form. (If you’re dealing with a directory that doesn’t have these pieces in place or you are “buying lists” to import into your database, you probably want to re-evaluate this practice given the proposed legislation.)

When receiving leads from these lead directories, the last consumer right highlighted in the above section (“Right to know the categories of sources of information from whom your data was acquired“) impacts how you have organized your CRM. It’s important to make sure that you have specified the source in your database. If you are using Lasso, make sure you have attributed each lead with the correct Secondary Source, which is populated when leads from these directories are imported.

Even if you’re not using directories for lead generation, but you are using other sources like your website or Facebook, it’s just as important to make sure that you’ve set up your CRM to manage these lead sources correctly so you have an accurate record.

Don’t Forget: It’s Their Data

Most successful businesses know that treating your customers with respect and caring about their experiences is important. This philosophy extends to managing their data as well–it’s just good business.

As marketers we may work hard to build our database, but in the end it’s your prospects’ data. Respect opt-outs and make sure there is a way for prospects to have their removed their data from your system completely.

In the home building industry, reputation is important for repeat business. So knowing they can trust you with their data is just another aspect of building your reputation.

For more information on how Lasso helps clients manage consumer data, contact support@lassocrm.com.

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