Systematic Client Engagement: The 33 Touch Plans

Systematic Client Engagement: The 33 Touch Plans

1. Introduction to Systematic Client Engagement

   1.1. The Foundation of Relationship Marketing

   Relationship marketing, the cornerstone of sustainable real estate success, posits that customer retention and satisfaction lead to increased sales and profitability. This contrasts with transactional marketing, which focuses on single sales. Relationship marketing emphasizes building long-term connections with clients.
   

   1.2. The “33 Touch” Concept: A Structured Approach

   The "33 Touch" plan is a systematic approach to client relationship management (CRM). It involves consistent engagement with clients throughout the year via multiple communication channels, with the aim of solidifying relationships, maintaining top-of-mind awareness, and generating referrals. The specific 33 points of contact can be customized, but the underlying principle of consistent engagement remains constant.
   

2. The Psychological and Behavioral Science Behind the 33 Touch Plan

   2.1. The Mere-Exposure Effect (Zajonc, 1968)

   The mere-exposure effect, also known as the familiarity principle, demonstrates that individuals develop a preference for things merely because they are familiar with them (Zajonc, R. B. (1968). Attitudinal effects of mere exposure. *Journal of Personality and Social Psychology, 9*(2, Pt.2), 1-27.). Frequent, positive interactions via the 33 Touch plan exploit this effect, increasing client comfort and trust.
   
   2.1.1. Mathematical Representation of Familiarity
   
   While difficult to quantify precisely, the effect can be conceptualized as a logarithmic relationship:
   
   *   *Preference* = k * ln(*Exposure Frequency*) + C
   
       Where:
   
       *   *Preference* represents the client's affinity towards the agent/brand.
       *   *Exposure Frequency* represents the number of touches.
       *   *k* is a constant representing the effectiveness of each touch.
       *   *C* is a constant representing the initial preference.
   
   This equation suggests that while increased exposure initially leads to a significant increase in preference, the effect diminishes over time.
   

   2.2. The Reciprocity Principle (Cialdini, 1984)

   The reciprocity principle, a fundamental tenet of social psychology, states that people tend to return a favor when one is offered (Cialdini, R. B. (1984). *Influence: The psychology of persuasion*. William Morrow.).  The 33 Touch plan, by providing consistent value (e.g., newsletters, useful giveaways), subtly invokes reciprocity, making clients more likely to offer referrals or return for future services.
   
   2.2.1. Application in Referral Generation
   
   The probability of a referral (*P<sub>r</sub>*) can be modeled as a function of perceived value (*V*) and the strength of the relationship (*R*):
   
   *   *P<sub>r</sub>* = *f*(*V*, *R*)
   
       Where *f* is an increasing function.  The 33 Touch plan aims to increase both *V* (through valuable content) and *R* (through consistent communication).
   

   2.3. Memory and Recall (Ebbinghaus, 1885)

   Ebbinghaus's forgetting curve demonstrates the exponential decay of memory over time (Ebbinghaus, H. (1885). *Memory: A contribution to experimental psychology*. Teachers College, Columbia University.).  The 33 Touch plan combats this decay by reinforcing memory through spaced repetition of the agent's brand and services, ensuring top-of-mind awareness when real estate needs arise.
   
   2.3.1. Spaced Repetition and Retention
   
   The optimal spacing between touches to maximize retention can be estimated using the following formula:
   
   *   *t<sub>optimal</sub>* = k * ln(*Retention Interval*)
   
       Where:
   
       *   *t<sub>optimal</sub>* is the optimal time interval between touches.
       *   *Retention Interval* is the desired duration for the client to remember the agent.
       *   *k* is a constant that depends on the strength of the initial memory trace.
   
       This formula highlights the importance of adjusting the frequency of touches based on how long you want the client to remember you.
   

3. Designing Effective 33 Touch Plans: Components and Customization

   3.1. Core Components of a 33 Touch Plan

   *   **Newsletters (12):** Provide market updates, real estate tips, and community information.  Content should be informative and engaging, not solely promotional.
   *   **Holiday Cards (7):** Sent during major holidays.  Personalization increases impact.
   *   **Telephone Calls (5):**  Focus on building rapport and understanding client needs.  Ask for referrals ("Who do you know…?").
   *   **"Great Talking to You" Letters (3):** Follow-up calls with a handwritten note.
   *   **Personal Observance Cards (4):** Recognize birthdays, anniversaries, and other important events.
   *   **Usable Giveaways (2):**  Practical items like magnetic calendars or notepad cubes.  Ensure the items are branded and useful.
   

   3.2. Customization Based on Client Profile

   The 33 Touch plan is not a one-size-fits-all solution.  Tailoring the plan to individual client profiles increases effectiveness.  Consider factors such as:
   
   *   **Client Demographics:** Age, income, family status.
   *   **Client Communication Preferences:** Preferred channels (email, phone, text).
   *   **Client Interests:** Hobbies, community involvement.
   *   **Client Relationship Stage:** Past client, potential referral source.
   
   Example: An "Advocate Appreciation" plan should include high-value items and personalized thank-you notes, while a "Client for Life" plan focuses on maintaining the relationship with market updates and relevant information.
   

   3.3. The “Advocate Appreciation” Plan: A Special Case

   This variation of the 33 Touch plan targets clients who have already referred business or pledged to do so. It mirrors the "Client for Life" plan but incorporates items of value to express gratitude.
   
   3.3.1. Calculating Return on Investment (ROI) for Appreciation Items
   
   The ROI of investing in appreciation items can be estimated using the following formula:
   
   *   *ROI* = (*Revenue from Referrals* - *Cost of Appreciation Items*) / *Cost of Appreciation Items*
   
       To accurately calculate ROI, track the source of each lead and the associated revenue.
   

4. Implementing and Tracking 33 Touch Plans

   4.1. Integrating with CRM Systems

   Effective implementation requires a CRM system to automate tasks, track client interactions, and schedule reminders.  Examples include Salesforce, HubSpot, and specialized real estate CRMs.
   

   4.2. Key Performance Indicators (KPIs) for 33 Touch Plans

   *   **Referral Rate:** Percentage of clients who provide referrals.
   *   **Conversion Rate:** Percentage of leads generated from referrals that convert into clients.
   *   **Client Retention Rate:** Percentage of past clients who return for future services.
   *   **Engagement Rate:** Open rates for emails, response rates for phone calls, and participation in client events.
   *   **Cost per Touch:** Total cost of implementing the 33 Touch plan divided by the number of clients touched.
   

   4.3. Experimentation and Optimization (A/B Testing)

   A/B testing can be used to optimize the effectiveness of individual touches within the 33 Touch plan.  For example, different newsletter headlines or giveaway items can be tested to determine which generates the highest engagement.
   
   4.3.1. Statistical Significance Testing
   
   To determine if a change in a touch is statistically significant, use a t-test or chi-squared test:
   
   *   **t-test:** Compare the means of two groups (e.g., open rates for two different newsletter headlines).
   
       *   *t* = (*Mean<sub>1</sub>* - *Mean<sub>2</sub>*) / (*s* / √*n*)
   
           Where:
   
           *   *Mean<sub>1</sub>* and *Mean<sub>2</sub>* are the means of the two groups.
           *   *s* is the pooled standard deviation.
           *   *n* is the sample size.
   *   **Chi-squared test:** Compare the observed frequencies with expected frequencies (e.g., referral rates for different client groups).
   
       *   χ<sup>2</sup> = Σ [(*O<sub>i</sub>* - *E<sub>i</sub>*)<sup>2</sup> / *E<sub>i</sub>*]
   
           Where:
   
           *   *O<sub>i</sub>* is the observed frequency.
           *   *E<sub>i</sub>* is the expected frequency.
   
           If the calculated t-value or chi-squared value exceeds a critical value based on the desired significance level (e.g., 0.05), the difference is considered statistically significant.
   

5. Ethical Considerations in Client Engagement

   5.1. Transparency and Authenticity

   Ensure that all communication is transparent and authentic. Avoid manipulative tactics or misleading information.
   

   5.2. Respect for Client Privacy

   Comply with all relevant privacy regulations (e.g., GDPR, CCPA). Obtain explicit consent before collecting and using client data. Provide an easy way for clients to opt-out of communication.
   

   5.3. Avoiding Over-Communication

   While consistent engagement is important, avoid overwhelming clients with excessive communication. Strive for a balance between staying top-of-mind and respecting their time and attention.
   

References

• Cialdini, R. B. (1984). Influence: The psychology of persuasion. William Morrow.
• Ebbinghaus, H. (1885). Memory: A contribution to experimental psychology. Teachers College, Columbia University.
• Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt.2), 1-27.