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Start the New Year with a Clean CRM DatabaseIt’s almost a new year, and if you’re like most folks, you’ve already made a list of resolutions that will help you be a healthier, happier person in 2014. Now, have you also made a list of professional resolutions? You know, goals that will help you become more effective and efficient in your career? One that we’d love to suggest – clean your CRM database.

As a sales professional who uses a home builder CRM system, you’ve undoubtedly heard the request time and time again to clean up your duplicate registrants. It sounds like a lot of work, but done routinely, managing duplicate files can become part of your everyday CRM use. So, aside from having a clean database, have you ever pondered the specific reasons why this task is so important? Well, today you get answers!

Keep notes, history and activities all in one place: If your colleague happens to assist your prospect on your day off, it’s important that there is a central place where he or she can enter notes and next steps. Also, as prospects may register on your website multiple times, it’s important to consistently check for duplicates so that multiple agents are not following up with the same lead and assigning repetitive sales activities or automated emails.

Reduce mass mail inefficiencies: Lasso CRM software is smart. It will search for duplicates for you and send a mass mail to only one of the addresses. (Otherwise, if a sender tries sending two emails to one address simultaneously, if could negatively influence your sender rating with email providers.) However, sending email to duplicate addresses will impact your Mass Mail reports by marking the duplicates as ‘Not Sent.’ This skews your reporting and makes it impossible to know your true email marketing success or how to plan your next campaign. Also, merging duplicates beforehand will save you the time of going through your ‘Not Sent’ emails, only to discover they are dupes!

Send emails faster: As mentioned above, the Lasso system will automatically search for duplicate emails prior to sending a mass mail. The software also searches your database for registrants who have opted-out, emails that have hard bounced, and records with no email address. This takes time and as a result, your email takes longer to send compared to a clean email list. This is especially important if you send multiple mass emails in a day to a segmented list.

Lasso makes duplicate management easy by searching and finding all duplicate registrants within a community, or merging duplicates across multiple projects. With a clean database, you’ll be able to work faster and smarter, and focus on the real task at hand – selling more new homes.

If you would like more information on managing duplicates within Lasso, please contact your Client Success Manager or email

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