Systematic Communication: 8x8, 33 Touch, and 12 Direct Strategies

Effective communication is crucial in real estate. The chapter focuses on three systematic communication strategies: 8x8, 33 Touch, and 12 Direct, providing a structured framework for interacting with potential and current clients.

Systematic communication involves creating a recurring and automated communication system to convert leads into clients and clients into brand ambassadors. These strategies are based on psychology and marketing principles to increase brand awareness, cultivate relationships, and achieve sales goals.

• Theoretical Basis:
  • Mere-Exposure Effect: Repeated exposure to a stimulus increases liking.
  • Building Trust: Consistent communication builds trust and credibility.
  • Brand Recall: Increases the likelihood of clients remembering you when they need your services.
• Basic Principles:
  • Repetition: Regular communication is necessary for maintaining relationships.
  • Personalization: Communication should be relevant to the potential client’s needs.
  • Value: Communication should provide value, such as useful information or special offers.
  • Consistency: Strategies must be applied consistently for best results.
• “Gary and the Box” concept: Emphasizes the importance of having an effective system for managing potential clients.

8x8 Strategy: An intensive 8-week communication plan for new potential clients, designed to make a strong first impression and accelerate relationship building.

• Core Components: 8 contact points over 8 weeks, including:
  1. Personal visit (preferably in the first week).
  2. Phone calls (at least 2-3 calls during the period).
  3. Valuable items (newsletters, market reports, buyer/seller tips).
     4❓. Handwritten notes (add a personal touch).
• Customization: Tailor the strategy to different types of potential clients:
  1. Buyers.
  2. Sellers.
  3. For Sale By Owners (FSBOs).
  4. Expired listings.
• Examples of Valuable Items:
  1. Facts about expired listings.
  2. How to prepare your home for top dollar.
  3. The home buying process.
  4. Homeowners insurance and your credit history.
  5. How to buy a great home.
  6. Moving tips and checklist.
  7. Packing checklist.
  8. Helping children adjust to moving.
  9. Real estate glossary.
  10. Renting vs. owning.
  11. Security tips.
  12. Seven real estate facts.
  13. Six selling myths debunked.
  14. Ten commandments when applying for a mortgage.
  15. Ten signs it’s time to sell your home.
  16. Ten steps to selling your home.
  17. Ten steps to selling your home by owner.
  18. What’s happening in our area?

• Formula for evaluating 8x8 effectiveness:

  CR = (C / L) * 100%

  Where:
  * L = Number of new leads the 8x8 strategy is applied to.
  * C = Number of leads converted into clients.
  * CR = Conversion Rate.

33 Touch Strategy: A long-term marketing system for maintaining contact with potential clients, business contacts, and past clients throughout the year, aiming to nurture relationships and maintain continuous communication.

• Core Components: 33 touchpoints spread throughout the year:
  1. 14 mailings: emails, cards, letters, or connections.
  2. 8 thank you or “thinking of you” cards.
  3. 3 phone calls.
  4. 4 personal note cards (birthdays, special occasions).
  5. 4 holiday greeting cards.
• Principles for Success:
  1. Continuity: Adherence to the communication schedule.
  2. Personalization: Customizing messages to suit each individual.
  3. Long-Term: This is a long-term strategy, so patience and commitment are necessary.

• Formula for evaluating 33 Touch effectiveness:

  ARC = R / N

  Where:
  * N = Number of contacts in your database.
  * R = Revenue generated from contacts who had the 33 Touch strategy applied.
  * ARC = Average Revenue per Contact.

12 Direct Strategy: A series of direct mail pieces sent to a target group not yet met, at a rate of one piece per month over a twelve-month cycle. The goal is to establish a personal presence and build brand awareness in a specific geographic area.

• Focus:
  1. Creating a personal presence through targeted messages.
  2. Hosting events to promote direct communication.
  3. Distinguishing the brand from spam by providing genuine value to the recipient.
• Key Elements for Success:
  1. Maintaining a tangible presence through direct mail.
  2. Avoiding excessive emails, as they may be considered spam.
  3. Providing maximum value to the recipient.

Contact Management System (CMS): Essential for organizing contacts, tracking interactions, and automating communication processes. Common software includes:

1. TOP PRODUCER
2. Online Agent
3. Sharper Agent
4. Agent 2000
5. Outlook
6. ACT!

• Benefits of using a CMS:
  1. Action plans: Automate tasks❓ and reminders.
  2. Marketing materials: Easy access to templates.
  3. Alerts: Reminders of appointments and tasks.
  4. Contact information: Organize and update data.
  5. Contact history: Track past interactions.
  6. Calendar and appointment scheduling.
  7. Email integration and automation.
  8. Lead source tracking.
  9. Reports and analytics.
  10. Web-based programs.
  11. Transaction management.
• Keys to success in using a CMS:
  1. Use it regularly.
  2. Start small and gradually expand.
  3. Listen to the system (analyze data and reports).
• Handling Unresponsive Contacts:
  1. Place them on a 12 Direct plan only.
  2. Place them on an email-only plan.
• Opting Out:
  1. Record the opt-out request.
  2. Immediately stop their plan.
  3. Receive immediate notification.
  4. Always be respectful.

Serving All Potential Clients:

• FAST Track: A system for tracking potential clients:
  1. Funnel: Identify lead sources.
  2. Assign: Assign leads to appropriate groups.
  3. Source: Determine the lead’s origin.
  4. Track: Monitor the lead’s progress.
• Marketing Integration: Ensure consistent messaging across all marketing channels:
  1. Signs.
  2. Flyers.
  3. Advertisements.
  4. Direct mail.
  5. Promotional materials.
  6. Business cards.
  7. Email messages and signatures.
  8. Websites.
• Communication Channels:
  1. Telephones.
  2. Email.
  3. Websites.
  4. Interactive voice response systems.
• Assigning Potential Clients:
  1. Assign new leads to the appropriate group in the database.
  2. Assign new leads to the appropriate marketing action plan.
  3. (If you have a team) Assign action plan activities to team members.

Mastering systematic communication strategies (8x8, 33 Touch, and 12 Direct) provides a competitive edge in the real estate market.