Database Nurturing: 8x8, 33 Touch, and 12 Direct

Introduction: The Science of Connection

In real estate, success hinges on the strength of your relationships. A robust contact database is the foundation, but nurturing that database is where the magic happens. This chapter dives deep into three powerful systematized approaches: the 8x8, the 33 Touch, and 12 Direct. We’ll explore the science behind why these strategies work, how to implement them effectively, and how to tailor them to your specific business needs. The core principle is consistent, value-driven communication that builds trust and positions you as the go-to real estate expert.

1. The Foundation: Database Segmentation and Enrichment

Before diving into specific nurturing strategies, let’s discuss the foundation: your contact database. A well-organized and enriched database is critical for effective targeting and personalization.

1.1. Segmentation Strategies

Effective nurturing requires segmenting your database based on various factors:

• Lead Source: How did you acquire the contact (e.g., open house, online lead, referral)?
• Engagement Level: How actively has the contact interacted with your communications?
• Property Preferences: What type of property are they interested in (e.g., condos, single-family homes, investment properties)?
• Life Stage: Where are they in the buying/selling process (e.g., first-time homebuyer, downsizing, relocating)?
• “Met” Status: Have you met them? (critical for the 8x8 vs 12 Direct)

1.2. Data Enrichment: Completing the Puzzle

The more you know about your contacts, the more personalized and effective your communication can be. Actively seek to enrich your database with the following information:

• Demographic Data: Age, income, marital status, family size.
• Psychographic Data: Interests, hobbies, lifestyle preferences (crucial for tailoring “items of value”).
• Real Estate Specific Data: Desired property features, price range, target neighborhoods, timeline for buying/selling, mortgage pre-approval status.
• Contact History: A detailed record of all interactions (calls, emails, meetings, events). (critical for continuity and personalization)

The more complete your database, the better you can personalize communications. For example, knowing a contact’s anniversary allows for a personalized card, strengthening the connection.

2. The 8x8: Building Rapid Rapport

The 8x8 is an intensive nurturing campaign designed to quickly establish a relationship with new “Mets” – contacts you’ve already had some form of interaction with. It’s an 8-touch program delivered over 8 weeks, designed to make a strong first impression and keep you top-of-mind.

2.1. The Psychology of Frequency and Value

The 8x8 leverages the mere-exposure effect – the psychological phenomenon that people tend to develop a preference for things merely because they are familiar with them. However, mere exposure alone isn’t enough. Each touch must provide value – whether it’s information, entertainment, or a gesture of goodwill.

2.2. The 8x8 Framework: A Step-by-Step Guide

Here’s a sample 8x8 plan:

1. Week 1: Handwritten Note: A personalized, handwritten note expressing your appreciation for the initial interaction. Include your business card. Key: Be genuine and specific about what you enjoyed about the conversation.
2. Week 2: Phone Call: A follow-up call to reiterate your interest in helping them. Ask open-ended questions to uncover their needs and motivations. Key: Focus on listening and building rapport, not selling.
3. Week 3: Item of Value #1: Send or drop off a relevant “item of value” (see section 2.3). Key: Tailor the item to their interests and needs.
4. Week 4: Check-in Call & Referral Ask: A brief call to check if they received the item and ask for referrals. Use a script, but personalize it. Example: “Hello, this is [Your Name] with [Your Brokerage]. Do you have a minute? How are you? Did you happen to receive the [Item of Value]? Have you had a chance to look at it? The reason I’m calling is to find out if you happen to know of anyone who might be buying or selling their home.”
5. Week 5: Item of Value #2: Send or drop off a different item of value. Key: Variety is important to maintain engagement.
6. Week 6: Check-in Call & Referral Ask: Similar to Week 4, but focus on a different aspect of their needs or offer a new piece of information.
7. Week 7: Item of Value #3: Send or drop off another item of value.
8. Week 8: Check-in Call & Referral Ask: Final call in the 8x8 series. Summarize your key value propositions and reinforce your commitment to helping them.

2.3. Items of Value: Providing Tangible Benefit

“Items of value” are resources or gifts that provide tangible benefit to your contacts. Examples include:

• Market Reports: Hyper-local data on recent sales and market trends. Formula: % Change = ((Current Period Value - Previous Period Value) / Previous Period Value) * 100
• Checklists & Guides: “Home Buyer’s Checklist,” “Moving Checklist,” “Tips for Staging Your Home.”
• Community Information: Local events calendar, school district information, neighborhood guides.
• Promotional Items: Branded items with your contact information (pens, notepads, magnets). Note: Keep these tasteful and high-quality.
• Client Appreciation Gifts: Small, thoughtful gifts tailored to their interests (e.g., a gift card to a local coffee shop).

2.4. Customization: Targeting Your 8x8

While a basic 8x8 is a good starting point, customized 8x8 plans are more effective. Develop specific 8x8s for:

• FSBOs (For Sale By Owners): Focus on the challenges of selling independently and how you can help.
• Expired/Withdrawn Listings: Address their previous experience and offer a fresh approach. Key: Be empathetic and solution-oriented.
• Prospective Buyers: Provide information on financing, neighborhoods, and the home-buying process.
• Prospective Sellers: Offer a comparative market analysis (CMA) and tips for maximizing their home’s value.

3. The 33 Touch: Sustaining Long-Term Relationships

The 33 Touch is a comprehensive, year-long nurturing program designed to maintain consistent communication with your “Mets” – the contacts with whom you’ve already established a relationship. The goal is to stay top-of-mind, build trust, and generate repeat and referral business.

3.1. The Power of Consistent Engagement

The 33 Touch leverages the consistency principle – the psychological tendency for people to be more likely to comply with requests if they have already committed to something, even if it’s small. By consistently providing value, you build a sense of obligation and goodwill, making your contacts more likely to think of you when they or someone they know needs real estate services.

3.2. The 33 Touch Framework: A Detailed Breakdown

The 33 Touch program consists of a blend of communication methods:

• 14 Mailings/Emails/Drop-offs: A variety of content, including:
  • Market Updates: Regular reports on local real estate trends. Metrics: Track open rates and click-through rates to gauge engagement.
  • Just Listed/Just Sold Cards: Showcase your recent successes.
  • Newsletters: Curated content on real estate topics, local events, and community news. Tip: Include a personal anecdote to add a human touch.
  • Property Alerts: Automated notifications of new listings that match their criteria.
  • Promotional Items: Branded items with your contact information.
• 8 “Thank You” or “Thinking of You” Cards: Handwritten cards expressing appreciation or simply letting them know you’re thinking of them. Key: Personalization is crucial. Mention something specific about your past interaction.
• 3 Telephone Calls: Purposeful phone calls to check in, offer assistance, or simply say hello. Tip: Have a specific agenda for each call to maximize its impact.
• 4 Personal Observance Cards: Birthday cards, anniversary cards, etc. Tip: Use a CRM to track important dates automatically.
• 4 Holiday Cards: Holiday greetings (Thanksgiving, Christmas, etc.). Tip: Consider sending a non-denominational card to be inclusive.

3.3. Optimizing the 33 Touch: Metrics and Analysis

The success of your 33 Touch program depends on continuous monitoring and optimization. Track the following metrics:

• Open Rates: For email communications. Benchmark: Aim for an open rate of 20-30%.
• Click-Through Rates: For email communications that include links. Benchmark: Aim for a click-through rate of 2-5%.
• Response Rates: For direct mail campaigns. Benchmark: Even a small response rate (1-2%) can be significant.
• Referral Generation: The ultimate measure of success – how many referrals are you receiving from your database?
• Conversion Rates: How many contacts in your database eventually become clients?

Analyze these metrics regularly and adjust your strategy accordingly. For example, if your email open rates are low, experiment with different subject lines or send times.

3.4. Automating the 33 Touch: Leveraging Technology

While personalization is key, technology can help you automate many aspects of the 33 Touch. Use a CRM (Customer Relationship Management) system to:

• Schedule tasks: Automatically schedule reminders for phone calls, card mailings, and email sends.
• Track contact history: Maintain a detailed record of all interactions with each contact.
• Segment your database: Easily segment your contacts based on various criteria for targeted communication.
• Automate email marketing: Create and schedule email campaigns in advance.
• Personalize communications: Use mail merge to automatically insert contact information into emails and letters.

4. The 12 Direct: Cultivating New Relationships

The 12 Direct is a targeted direct mail campaign designed to reach “Haven’t Mets” – people with whom you have no existing relationship. It’s a longer-term strategy focused on building awareness and establishing your presence in a specific geographic area or niche market.

4.1. The Challenges of Cold Outreach

Direct mail marketing can be challenging, as you’re reaching out to people who have no prior knowledge of you. To overcome this challenge, your 12 Direct campaign must be:

• Highly Targeted: Focus on a specific demographic or geographic area where you have expertise.
• Value-Driven: Provide information or offers that are relevant and useful to the recipients.
• Consistent: Deliver a consistent message and branding over the 12-month period.
• Compelling: Capture their attention and motivate them to take action.

4.2. The 12 Direct Framework: A Monthly Approach

The 12 Direct program consists of sending a direct mail piece to your target audience once a month for 12 months. Here are some examples of direct mail pieces you could use:

1. Month 1: Introduction Letter: Introduce yourself and your services, highlighting your expertise in the area.
2. Month 2: Market Update: Provide a brief overview of recent real estate activity in the neighborhood.
3. Month 3: Home Value Estimate: Offer a free, no-obligation home value estimate. Formula: Estimated Value = Comparable Sales Price * (Subject Property Square Footage / Average Comparable Property Square Footage)
4. Month 4: Tips for Home Improvement: Share practical tips for improving their home’s value and curb appeal.
5. Month 5: Community Events Calendar: Provide a calendar of upcoming local events.
6. Month 6: Client Testimonial: Share a positive review from a satisfied client in the area.
7. Month 7: Real Estate Glossary: Provide a helpful glossary of common real estate terms.
8. Month 8: Local Business Spotlight: Feature a local business and offer a special discount for your recipients.
9. Month 9: Seasonal Home Maintenance Checklist: Provide a checklist for preparing their home for the changing seasons.
10. Month 10: “Why Choose Me” Postcard: Highlight your unique selling propositions and what sets you apart from the competition.
11. Month 11: Holiday Greeting: Send a holiday card with a warm message.
12. Month 12: Year-End Market Review: Provide a summary of the year’s real estate activity and your predictions for the coming year.

4.3. Tracking and Measuring Results

Measuring the effectiveness of your 12 Direct campaign is crucial. Use these methods:

• Track Inbound Calls: Use a unique phone number specifically for your direct mail campaign to track inbound calls.
• Monitor Website Traffic: If your direct mail piece includes a link to your website, track the number of visitors from that source.
• Offer a Call to Action with Tracking: Include a specific offer (e.g., “Call for a free home valuation”) and track how many people respond.

5. Common Challenges and Misconceptions

5.1. “These Systems Are Too Time-Consuming”

• Reality: While these systems require an initial investment of time, they can be streamlined through automation and delegation. The long-term benefits (increased leads, referrals, and client loyalty) outweigh the time commitment.
• Solution: Start small, focusing on implementing one system at a time. Gradually automate tasks and delegate responsibilities as your business grows.

5.2. “Direct Mail Is Dead”

• Reality: Direct mail is still an effective marketing channel, especially when targeted and personalized. Studies show that direct mail has a higher open rate than email.
• Solution: Combine direct mail with digital marketing strategies for a multi-channel approach.

5.3. “I Don’t Have the Budget for These Programs”

• Reality: Nurturing doesn’t have to break the bank. There are cost-effective ways to implement these systems.
• Solution: Focus on creating high-value content yourself rather than relying on expensive pre-made materials. Utilize free or low-cost CRM and email marketing tools. Prioritize high-ROI activities.

5.4. “These Are Just Sales Tactics, Not Genuine Relationship Building”

• Reality: The success of these systems depends on genuine intent. If you approach them solely as sales tactics, they will likely fail.
• Solution: Focus on providing value, building trust, and developing genuine relationships with your contacts. Be authentic and transparent in your communications.

Conclusion: The Art and Science of Connection

Database nurturing is both an art and a science. By understanding the psychological principles behind these systems, implementing them strategically, and continuously optimizing your approach, you can build a thriving real estate business based on strong, lasting relationships. The 8x8, 33 Touch, and 12 Direct are powerful tools, but they are only effective when used with a genuine desire to serve your clients and build a strong community around your business. The formula for success is simple: Value + Consistency = Trust = Conversions.