English
Systematic Communication Plans: 12 Direct, 8x8, and 33-Touch
Systematic communication plans, specifically “12 Direct, 8x8, and 33 Touch,” are vital for converting real estate databases into valuable assets. These plans are grounded in established marketing and Customer Relationship Management (CRM) principles. They rely on the Law of Frequency, emphasizing message repetition to increase brand awareness and trust; the Rule of Multiple Touches, indicating the need for a specific number of interactions before a potential customer makes a purchase decision; and the Principle of Personalization, stressing the importance of tailoring marketing messages to individual customer segment needs and interests. These plans contribute to building strong relationships by providing added value to potential clients, increasing brand awareness through consistent presence, improving conversion rates by guiding clients towards purchase decisions, and enhancing brand loyalty by providing excellent customer service and meeting expectations.
12 Direct, 8x8, and 33 Touch Systematic Communication Plans
Introduction:
Building and managing a strong database is essential for success in real estate❓. This chapter explores three strategies for systematic communication with potential and current clients: 12 Direct, 8x8, and 33 Touch. These plans aim to convert contacts into loyal customers through consistent and thoughtful communication, focusing on building trust and brand awareness.
Scientific Principles and Theory:
These plans are based on marketing and psychology principles, including:
- Mere-Exposure Effect: People tend to develop a preference for things merely because they are familiar with them.
- Social Exchange Theory: Human relationships are formed through a resource exchange process. Providing value to customers builds a positive reciprocal relationship.
- Pareto Principle (80/20 Rule): 80% of results come from 20% of efforts. Systematic communication targets the most valuable potential customers.
12 Direct: Targeted Communication for Unknown Clients (Haven’t Met)
The “12 Direct” plan aims to reach potential clients who have not been personally contacted by sending 12 direct marketing messages annually❓❓ (one message per month). This plan is a cost- and time-effective way to reach a broad audience.
- Defining “Unknown” Clients: Includes mailing lists for targeted areas (Farm Areas) and other demographic groups not directly contacted.
- Plan Advantages:
- Reach a broad audience.
- Save time and effort.
- Benefit from economies of scale.
- Designing a 12 Direct Program:
- Plan the entire campaign❓ at once or develop marketing materials monthly.
- Allocate time for the program.
- Determine whether to outsource production and distribution of marketing materials.
- Seek sponsorship for marketing materials to help cover costs.
- Obtain a mailing list for the targeted group/geographic area.
- Examples of Marketing Materials:
- Newsletters: local real estate market information, home improvement tips, community news.
- Postcards: photos of properties for sale, information about local events.
- Calendars: include the agent’s logo, name, and contact information.
- Introductory letters: introduce the real estate agent and their services to potential clients.
- Market reports: provide an analysis of market trends and property prices in the area.
- Conversion Formula:
Based on research, one sale can be generated for every 50 people marketed to 12 times a year. The formula is:
Sales = (Database Size / 50)
Where:
Salesis the number of sales expected annually.Database Sizeis the size of the “unknown” database.
To achieve an annual goal of 50 sales, the database size should be 2500 people.
2500 = 50 * 50
8x8 Plan: Intensive Communication in a Short Period
The “8x8” plan aims to make a significant impact in a short period (eight weeks) through intensive and varied communication with potential and current clients. This plan aims to establish the real estate agent as the first choice in the minds of clients.
- 8x8 Plan Basics:
- Allocate specific time each week for client communication.
- Use a variety of communication methods.
- Include a reminder and instructions on how to refer potential clients to the agent.
- 8x8 Plan Timeline:
| Week | Communication Method |
|---|---|
| 1 | Send an introductory letter, personal newsletter, market report, and business card. |
| 2 | Send a postcard, inspirational card, community calendar, or market statistics. |
| 3 | Send a postcard, inspirational card, community calendar, or market statistics. |
| 4 | Make a phone call: “Hello, this is [your name] from [team name] team. Have I caught you at a bad time? How are you? Did you receive [the item sent]? Did you have a chance to look at it? I am calling to see if you know anyone who may be buying or selling their home…” |
| 5 | Send one of the free reports offered by the agent. |
| 6 | Send a real estate investment or home maintenance tip. |
| 7 | Send a refrigerator magnet, notepad, or other usable (not disposable!) gift bearing the agent’s name, logo, and contact information. |
| 8 | Make another phone call: “Hello, this is [your name] from [team name] team. Have I caught you at a bad time? How are you? Did you receive [the item sent] that I sent you? Great. Do you have any questions? You see, I truly hope that you will allow me to be your real estate agent for life. And I would also like to quickly remind you that if you know anyone who may be buying or selling their home, could you please share their name with me or my name with them…” |
- Examples of Marketing Materials:
- Introductory letters: introduce the real estate agent and their experience.
- Free reports: provide valuable information❓ about the real estate market or home improvement tips.
- Promotional gifts: refrigerator magnets, notepads, pens, and other items bearing the agent’s name and logo.
33 Touch Plan: Continuous Communication Throughout the Year
The “33 Touch” plan aims to maintain a strong and long-lasting relationship with potential and current clients through regular communication throughout the year. This plan aims to turn clients into brand ambassadors.
- 33 Touch Plan Basics:
- Communicate with clients at least 33 times a year.
- Use a variety of communication methods.
- Provide added value to clients in each communication.
- Personalize communication to suit each client’s needs and interests.
- Examples of Communication Methods:
- Sending greeting cards on special occasions.
- Sending newsletters: include information about the real estate market, home improvement tips, and community news.
- Making phone calls to check on clients, offer assistance, and answer questions.
- Communicating via social media: share valuable information, interact with clients, and build an online community.
- Inviting clients to events.
- Sending appreciation gifts to clients who have referred new clients or who have made real estate purchases or sales.
- Distribution of the 33 Touches:
There is no fixed distribution, but touches should be spread throughout the year, considering important events in clients’ lives and the annual calendar. CRM programs can track touches and ensure no client is neglected.
- Return on Investment (ROI) Formula:
The following formula can be used to evaluate the ROI of the 33 Touch plan:
ROI = ((Revenue - Cost) / Cost) * 100
Where:
Revenueis the revenue generated from clients contacted through the 33 Touch plan.Costis the total cost of implementing the 33 Touch plan.
By tracking revenues and costs, the effectiveness of the 33 Touch plan can be determined and adjusted to improve results.
Practical Applications and Related Experiences
- Case Study: A real estate agent applied the “33 Touch” plan to their client database and observed a 20% increase in referrals and a 15% increase in sales within one year.
- Experiment: A real estate marketing team experimented with different types of marketing messages in the “12 Direct” plan and found that messages including information about the local real estate market were the most effective in attracting the attention of potential clients.
- Example: A real estate agent can use a CRM program to send personalized emails to clients on their birthdays or send SMS messages to remind them of routine home maintenance appointments.
Conclusion
The “12 Direct, 8x8, and 33 Touch” systematic communication plans are powerful tools for building winning relationships with clients in the real estate field. By effectively applying these plans, real estate agents can increase brand awareness, build trust with clients, and turn potential clients into loyal customers. Agents should customize these plans to suit the needs and interests of their clients and track results regularly to improve performance.
Chapter Summary
The summary reviews a systematic communication plan within a real estate❓ database management training course, focusing on three main strategies for communicating with potential and current clients: “12 Direct,” “8x8,” and “33 Touch.” These plans aim to ensure effective and systematic communication with the client database, increasing conversion opportunities and relationship maintenance.
1. “12 Direct” Plan:
- Description: Targets the “Haven’t Met” segment of the database by sending 12 direct marketing❓ pieces annually (one piece per month).
- Objective: To generate new leads and convert them into the “Met” segment.
- Strategy: Focuses on reaching a wide target audience, such as agricultural areas or specific demographic groups, through carefully designed marketing messages.
- Effectiveness: Time-effective but requires a large database. For every 50 people targeted with 12 messages annually, one sale can be expected. Achieving 50 sales❓ annually requires 2500 people in the database.
- Implications: Requires careful planning of annual direct mail campaigns, identifying suitable marketing materials, outsourcing production and distribution if needed, and obtaining an accurate mailing list.
2. “8x8” Plan:
- Description: A high-impact technique aimed at establishing the real estate agent❓’s presence in the minds of potential clients over an eight-week period.
- Objective: To initiate a strong relationship with potential clients that can be maintained and developed later.
- Strategy: Includes a series of eight structured communications over eight weeks, varying between introductory messages, postcards, market reports, and phone calls.
- Effectiveness: Relies on repetition and variety in communication methods to increase brand awareness❓ and interaction❓ opportunities.
- Implications: Requires allocating specific time over eight weeks for communications, preparing appropriate marketing materials for each week, and including reminders in each communication about referrals.
3. “33 Touch” Plan:
- (Details of this plan are not provided, but it involves a series of structured communications throughout a year, with “8x8” serving as an introduction to this plan.)
Conclusions:
- Systematic and regular communication with the database is key to success in real estate sales.
- Each plan requires careful planning and organized implementation to achieve its objectives.
- The appropriate plan should be selected based on the target client segment and available resources.
- Using Customer Relationship Management (CRM) software is essential for organizing communications and tracking results.
Implications for Real Estate Practice:
- Applying these plans can significantly improve the performance of real estate agents by increasing the number of leads, converting them into actual clients, and maintaining strong relationships with existing clients.
- Effective implementation requires training agents on appropriate marketing and communication tools, and on efficient time and resource management.
- Adopting these strategies can build a strong brand for the real estate agent and increase market share.
