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Contact Database Mastery: Systematic Marketing Plans
Contact Database Mastery: Systematic Marketing Plans
The Power of a Well-Fed Database
A contact database is more than just a list of names and numbers; it’s the engine that drives consistent lead generation and client relationship management. To ensure its effectiveness, we must prioritize both diligent feeding and strategic communication.
Feeding the Database: The Cornerstone of Growth
Treat your database like a garden: it needs constant nurturing to flourish. Adding new contacts and keeping information current are vital for maximizing its potential.
When to Enter Contacts: Strike While the Iron Is Hot
The urgency principle dictates that you should enter new contact information immediately. This has several benefits:
- Freshness: Details are more accurate when entered while still top of mind.
- Avoid Backlog: Prevents data entry from becoming an overwhelming, procrastinated task.
- Daily Habit Integration: Dedicate a portion of your lead generation time to database updates and entry.
Updating Contact Information: The Continuous Improvement Loop
Contact information is dynamic. Implement a strict policy of updating details with every interaction. Changes in phone numbers, addresses, email addresses, or employment should be recorded instantly. This ensures the database remains a reliable source of current information.
The Power of Contact History: Building Relationships Through Remembrance
As your database grows, remembering details about each contact becomes increasingly challenging. Contact history acts as your memory aid, enabling you to personalize interactions and demonstrate genuine care.
- Record Everything: Document all conversations, emails, letters, and meetings.
- Highlight Key Points: Summarize the essence of each interaction for quick reference.
- CMS Integration: Leverage a Contact Management System (CMS) to automate history tracking (e.g., eEdge).
Systematic Communication: Putting Your Database to Work
Lead generation isn’t a one-time effort; it’s a continuous process. Integrating your database into a systematic marketing plan transforms it from a simple list into a powerful tool for generating new business, referrals, and repeat clients.
The 36:12:3 Power of One Principle
Embrace the “Power of One” principle, focusing on lead generation for three hours every workday. Within this timeframe, your database becomes the central hub for maximizing efficiency.
- Planning and Prioritization: Begin by using your database to identify and prioritize your lead generation activities for the day: appointments, phone calls, letters, etc.
- Update and Enrichment: Conclude your lead generation time by updating the database with the results of your efforts. Add new contacts and update existing information.
Overview of Systematic Marketing Plans
Systematic marketing plans categorize contacts based on their relationship with you, allowing for tailored communication strategies.
- Haven’t Mets: Contacts who are new to you and require introductory marketing.
- Mets: Contacts with whom you have established initial contact and require relationship building and nurturing.
The Conversion Funnel:
- 12 Direct Mail (Haven’t Mets): A series of monthly direct mail pieces designed to create new relationships. Contacts showing interest move into the “Mets” category.
- 8x8 (Mets): An intensive, eight-touch campaign over eight weeks to solidify new relationships.
- 33 Touch (Mets): A year-long nurturing program to maintain relationships, generate referrals, and cultivate repeat business.
The underlying principle: Overkill Over Time. Consistent and systematic outreach, even if it seems excessive, is more effective than infrequent and haphazard attempts.
Types of Systematic Marketing Action Plans
| Category | Systematic Marketing Plan | Definition |
|---|---|---|
| Haven’t Met | 12 Direct | Monthly direct mail pieces over a year to initiate contact and introduce your services. |
| Met | 8x8 | Eight touches in eight weeks to build rapport and establish yourself as a trusted advisor. |
| Met | 33 Touch | Year-long strategy to maintain relationships, generate referrals, and secure repeat business. |
Benefits of Systematization
Implementing systematic marketing plans offers several advantages:
- Consistency: Delivers consistent messaging and branding. Ensures timely execution of marketing activities (e.g., monthly newsletter).
- Predefined: Utilizes pre-written scripts, letters, and marketing materials, streamlining the process and saving time.
- Repeatable: Allows for continuous refinement and optimization of marketing materials and scripts. Volume purchases reduce per-item cost.
- Automatic: Integrates with CMS platforms for automated task reminders and execution.
The Basic 8x8 Plan: Jumpstarting Relationships
The 8x8 plan aims to establish you as the primary real estate resource in the minds of new contacts.
- Entry Point: The first step for all new “Mets” in your database.
- Immediate Application: Implement the plan without delay to capitalize on initial impressions.
Key Components:
- Personal Visits
- Phone Calls
- Items of Value
- Handwritten Notes
Basic 8x8 Plan Outline:
| Week | Action |
|---|---|
| 1 | Send a handwritten note with your business card. |
| 2 | Contact the individual by phone to follow up. |
| 3 | Send an item of value (e.g., market report, homeowner tip sheet). |
| 4 | Phone call: Touch base, offer assistance, ask for referrals, and request an appointment. |
| 5 | Send an item of value. |
| 6 | Phone call: Touch base, offer assistance, ask for referrals, and request an appointment. |
| 7 | Send an item of value. |
| 8 | Phone call: Touch base, offer assistance, ask for referrals, and request an appointment. |
Every touch should include a reminder of your services and instructions for providing referrals.
Items of Value: Providing Tangible Benefits
Items of value provide relevant and useful information to potential clients, positioning you as a trusted resource.
Examples of Valuable Content:
- Facts About Expired Listings
- Getting Your Home in Top Selling Condition
- The Home Buying Process
- Homeowner’s Insurance and Your Credit History
- How to Buy 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
- The Ten Commandments When Applying for a Real Estate Loan
- Ten Signs It’s Time to Sell Your Home
- Ten Steps to Selling Your Home
- Ten Steps to Selling Your Home For-Sale-By-Owner
- What’s Happening in Our Area?
Customized 8x8 Plans: Targeted Messaging for Maximum Impact
Tailoring your 8x8 plan to specific target groups enhances its effectiveness.
Customization Opportunities:
- For Sale By Owners (FSBOs)
- Expired/Withdrawn Listings
- Prospective Buyers
- Prospective Sellers
- Geographic Farm
- Demographic Farm
- Sphere of Influence
- Open House Attendees
- Allied Resources
- Relocations
- Builders
- IVR System Captures
The 33 Touch Plan: Nurturing Long-Term Relationships
The 33 Touch plan sustains relationships established through the 8x8, fostering loyalty and generating repeat business.
33 Touch Components:
- 14 Touches: Mailings, letters, cards, emails, or drop-offs (e.g., business card, personal brochure, market reports, Just Sold/Just Listed cards, personal newsletter, recipe cards, property alerts, real estate news, community calendars, invitations, service directories, promotional items).
- 8 Touches: Thank You or Thinking of You cards.
- 3 Touches: Telephone calls.
- 4 Touches: Personal Observance Cards (birthdays, anniversaries, etc.).
- 4 Touches: Holiday Cards (Thanksgiving, Fourth of July, etc.).
Every touch should emphasize the benefits of working with you and include instructions for providing referrals.
Keys to 33 Touch Success
- Consistency: Complete every action within the 33 Touch plan.
- Personalization: Combine automated touches with personal contact (visits or phone calls).
- Long-Term Commitment: Maintain the 33 Touch plan over several years to reap significant rewards.
The 12 Direct Plan: Reaching New Audiences
The 12 Direct program involves mailing a series of direct mail pieces to a targeted “Haven’t Met” group, one piece per month for twelve months.
Core Principle: Follow-up is crucial. Direct mail is ineffective without consistent follow-up.
Conclusion
Mastering your contact database requires a commitment to continuous feeding and strategic communication. By implementing systematic marketing plans like the 8x8, 33 Touch, and 12 Direct, you can transform your database into a powerful engine for generating leads, building relationships, and driving sustainable business growth.
Chapter Summary
Contact Database Mastery: Systematic Marketing Plans - Summary
This chapter focuses on converting contacts into clients through strategic marketing plans. It underscores the importance of consistently feeding and updating your contact database and communicating with it in a systematic manner.
Key Concepts:
- Database as an Asset: The contact database is a critical tool for lead generation and nurturing.
- Systematic Communication: Implementing structured marketing plans (12 Direct, 8x8, 33 Touch) to engage contacts at different stages.
- Segmentation: Categorizing contacts (“Mets” and “Haven’t Mets”) to tailor communication strategies.
- Value Proposition: Communicating your brand and unique selling proposition consistently.
- Consistency & Automation: Leverage contact management systems to automate tasks and ensure consistent follow-up.
Key Takeaways:
- Daily Database Updates: Enter and update contact information daily to maintain accuracy and relevance.
- 36:12:3 Principle: Dedicate time to lead generation, using your database to prioritize activities and update records.
- Strategic Marketing Plans: Implement 12 Direct (for Haven’t Mets), 8x8 (to initiate relationships with new Mets), and 33 Touch (to sustain relationships with existing Mets).
- Customization: Tailor marketing plans to specific target groups for enhanced effectiveness.
- Value-Driven Communication: Provide valuable content and personalized touches to build and maintain relationships.
- Referral Reminders: Consistently prompt contacts for referrals in every communication.
- Out-touch the Competition: The goal is to ensure you are more consistent in your contact and communication than any other agent.
Connection to Real Estate Principles:
- Lead Generation: Systematic marketing plans directly contribute to generating new leads and business opportunities.
- Relationship Building: Consistent communication fosters trust and strengthens relationships with potential and existing clients.
- Branding: Reinforces your brand and value proposition, establishing you as the go-to real estate expert.
- Customer Retention: Nurturing existing relationships leads to repeat business and referrals.
Practical Next Steps:
- Audit Your Database: Assess your current database for completeness and accuracy.
- Segment Your Contacts: Categorize your contacts into “Mets” and “Haven’t Mets.”
- Implement a Marketing Plan: Select and begin implementing a 12 Direct plan for your “Haven’t Mets.”
- Create 8x8 & 33 Touch Plans: Design and customize 8x8 and 33 Touch plans for your “Mets.”
- Automate Your Systems: Utilize a contact management system to automate communication and track progress.
- Schedule Time: Time-block daily activities to update and maintain the database.
Further Exploration:
- Explore advanced segmentation strategies for targeted marketing.
- Research and implement personalized communication techniques.
- Analyze the effectiveness of different marketing approaches through tracking and analytics.
- Investigate integration of social media into systematic marketing plans.
- Explore Keller Williams Intranet for pre-made marketing materials.
