Systematic Communication: Strategies for Customer Attraction and Engagement

Importance of Systematic Communication in Real Estate Marketing:

Systematic communication is a structured and ongoing process of interaction with potential and current clients to build trust, strengthen relationships, and convert them into loyal customers. It relies on specific, repeatable, and measurable plans and strategies. It is important for:

• Building Trust and Credibility: Consistent communication builds trust, increasing the likelihood of clients choosing you as their real estate agent.
• Increasing Sales Opportunities: Regular interaction keeps you top-of-mind and reminds clients of your services.
• Improving Customer Loyalty: Continuous communication with existing clients strengthens their loyalty, turning them into brand advocates.
• Increasing Referrals: Satisfied clients are valuable referral source❓s.
• Measuring Performance and Improving Strategies: Systematic communication allows you to track and measure the effectiveness of your marketing efforts.

Principles of Effective Systematic Communication:

• Continuity: Communication should be ongoing and consistent.
• Personalization: Communication should be tailored to different client segments and their needs.
• Added Value: Communication should provide real value, such as useful information, advice, or exclusive offers.
• Interaction: Communication should be interactive, encouraging client participation.
• Measurement and Analysis: Communication results should be measured and analyzed.

Systematic Communication Plans:

• “8x8” Plan: A Strong Start: A strategy to build a strong relationship with a new potential client within the first eight weeks through various contacts.
  • Elements: Entry point, immediate application, personal visits, phone calls, items of value, handwritten notes.
  • Examples of Items of Value: Facts about expired listings, how to prepare a home for sale, a home buying process guide, information on homeowner’s insurance and credit history, tips for buying a great house, moving tips & checklist, packing checklist, helping children cope with the move, real estate glossary, renting vs. owning, security tips, seven real estate truths, six selling myths uncovered, commandments when applying for a real estate loan, signs it’s time to sell, steps to selling your home, selling your home as owner, what’s happening in our area?
  • Customization: Tailor the plan to different client segments like FSBOs, expired listings, prospective buyers/sellers, geographic/demographic farms, sphere of influence, open house attendees, allied resources, relocations, and builders.
• “33 Touch” Plan: Continuous Communication: A marketing strategy to maintain ongoing contact with potential and current clients throughout the year.
  • Elements: Mailings (14 contacts/year), thank you/thinking of you cards (8 contacts/year), telephone calls (3 contacts/year), personal observance cards (4 contacts/year), holiday cards (4 contacts/year). Total: 33 contacts/year.
  • Keys to Success: Consistency, personalization, and a long-term vision.
• “12 Direct” Plan: Direct Reach: Sending a series of direct mail messages to a targeted group of potential clients, one message monthly for 12 months.
  • Objectives: Establish a personal presence and host events.
  • Branding vs. Junk Mail: Maintain a physical presence, avoid frequent emails (perceived as spam), and provide high value.

Database Management: Key to Success:

Effective database management is essential.

• Systematizing Your Database: Focus on priorities, avoid the technology trap, and prioritize execution over extensive planning.
• Database Duties:
  • Daily: Update contact information, add notes, follow up on tasks.
  • Weekly: Review potential clients, send follow-up messages, schedule calls.
  • Monthly: Analyze campaign performance, update client segments, send newsletters.
  • Yearly: Review the entire database, update old information, plan marketing campaigns.
• Tools: Microsoft Outlook and Contact Management Systems (CMS) like TOP PRODUCER, Online Agent, Sharper Agent, Agent 2000, ACT!.
• Benefits of Using a CMS: Action plans, marketing materials, prompts, contact information, contact history, calendaring, email integration and automation, lead sourcing and tracking, reports, web-based software, transaction management.
• Keys to CMS Success: Use it, take small steps, and listen to it (analyze data).
• Unresponsive Contacts: Place them on a “12 Direct” plan or an email-only plan.
• Opting Out: Record the request, stop the plan immediately, get notified, and be courteous.

Serving All Potential Clients: Ensuring Success

• “FAST” Track: funnel❓ leads, Assign to groups, Source leads, Track.
• Unity in Marketing: Signs, fliers, ads, direct mail pieces, promotional items, business cards, email signatures, websites.
• Communication Channels: Phones, email, websites, interactive voice response systems.
• Assigning Leads: Assign new leads❓ to proper database group, marketing action plan, and assign activities to team members.
• Lead Categories: Geographic farm, team member, co-op agent, referring agent, investor, adopted buyer, sphere of influence, past client.
• Lead Sources: Past client referral, agent referral, network referral, sign calls, open house, geographic farm, FSBO/expired listings, IVR calls, Website, magazine ad calls, newspaper ad calls, newsletter, past client, just sold cards, sponsorship.
• Lead Tracking: Lead follow-up, lead generation sources, conversion rates, reward referral sources.