Systematizing and Automating Contact Communication

Systematizing and Automating Contact Communication

From “Haven’t Met” to “Met”: The Importance of Consistent Conversion

Direct marketing initiatives often target large groups. Supplementing these efforts with events, like neighborhood gatherings or niche networking opportunities, helps personalize interactions and turn “Haven’t Mets” into “Mets.” The goal is a continuous, gradual conversion process.

Once a “Haven’t Met” becomes a “Met,” they should be entered into your “Mets” database and assigned an appropriate communication plan (e.g., an 8x8 plan).

Branding vs. Junk Mail: Maintaining Relevance and Avoiding the Spam Filter

The line between effective promotion and unwanted junk mail is thin. Consider the following to ensure your communication resonates positively:

1. Establish a Physical Presence: Your target audience must associate your communications with a real person. If they can’t make this connection, your message is likely to be discarded.
2. Control Email Frequency: Overly frequent emails can be perceived as spam, leading recipients to block future messages.
3. Maximize Value: Every communication should offer maximum value to the recipient. Focus on providing relevant information, exclusive offers, or helpful resources.

The Cornerstone of Success: A Systematic Approach

Systematizing your contact database is paramount.

Gary and the Box: A Foundation for Database Management

The “Gary and the Box” story illustrates the fundamental principle: start building and managing your database with whatever tools are available, regardless of sophistication. However, as your business expands, manually managing all contact interactions becomes unsustainable.

Avoiding the Technology Trap

Todd Duncan’s concept of the “Technology Trap” highlights a critical pitfall: technology intended for convenience can become a time-consuming burden. The purpose of a database is to streamline actions and proactively seek business, not to be a daily configuration chore.

The “Ready, Fire, Aim!” Philosophy: Embrace action over endless preparation. Progress is more valuable than perfection in the initial stages.

Time Audit: Quantifying Database Management Efforts

Exercise: Determine the actual time spent on contact database management.

1. Group Formation: Divide participants into small groups (4-6 people).
2. Index Card Preparation: Use provided index cards with sample contact information.
3. Timekeeper Assignment: Select a timekeeper with a stopwatch.
4. Task Execution: Follow instructor-led exercises involving data entry, sorting, and communication tasks using the index cards.

This exercise demonstrates the time investment required for manual database management, highlighting the potential for automation to improve efficiency.

Agent Database Responsibilities: A Holistic View

Agents have varied responsibilities related to database management.

1. Daily Duties:
   • Add new contacts
   • Manage new leads
   • Keep appointments
   • Make calls
   • Write notes
   • Send and receive emails
   • Schedule follow-up activities
   • Manage listings and closings
   • Complete tasks
2. Weekly Duties:
   • Send letters, postcards, and mailers
   • Send listing service reports / make calls to sellers
3. Monthly Duties:
   • Send monthly mailers and emails
   • Maintain contact records
4. Yearly Duties:
   • Send seasonal mailers
   • Review and update contact records
   • Review effectiveness of lead sources
   • Develop and implement business plan

Microsoft Outlook: A Stepping Stone with Limitations

Many agents begin with Microsoft Outlook due to its familiarity. While Outlook offers some database capabilities, it has limitations.

1. Email: Familiar email management features.
2. Calendar: Appointment scheduling and reminders.
3. Contact Information: Storage of names, addresses, phone numbers, and contact groups.
4. Categories: Assignment of customizable categories (e.g., lead source, client type).
5. Mail-Merge: Data file creation for mail merges in separate programs like Microsoft Word.
6. Exporting Information: Export mailing lists for third-party vendors or transition to a CMS.
7. Contact History: A single “Notes” field for all interaction details, making detailed tracking difficult.
8. Action Plans: Limited automation for communication plans (8x8, 33 Touch, 12 Direct). Each activity requires manual scheduling for each contact.

Contact Management Systems (CMS): The Power of Automation

As your business scales, a Contact Management System (CMS) becomes essential. A CMS is a software program that automates and tracks tasks related to prospecting, marketing, lead conversion, and transaction management.

Core Function: Reminding you of priority actions needed to generate business and close deals.

Benefits of a Robust CMS

A CMS offers significant advantages:

• Efficiency: Reduces manual work in building, maintaining, and leveraging your database.
• Scalability: Enables management of large contact volumes.
• Consistency: Ensures consistent communication and follow-up.
• Data-Driven Insights: Provides reports for analyzing marketing effectiveness.

Maximizing CMS Effectiveness: Key Actions

To successfully utilize a CMS:

1. Commitment to Use: Immediately add your next contact and import your existing database. A CMS is only effective with data.
2. Incremental Implementation: Start with basic features and gradually explore more advanced functionalities.
3. Proactive Engagement: Don’t treat the CMS as a passive spreadsheet. Actively use its automated features, particularly prompts and reminders.

Customized Action Plans: Tailoring Communication to Specific Audiences

Customized action plans are vital for targeting different contact segments with relevant marketing messages.

Case Study: The Bouma Group

The Bouma Group utilizes tailored action plans for various contact types, including FSBOs, expired listings, and prospective sellers. They also have plans for lead follow-up, listing management, and transaction closing. This system ensures consistent task execution and eliminates guesswork.

Benefits of Customization:

• Targeted Communication: Deliver relevant messages to specific audiences.
• Streamlined Processes: Standardize tasks and ensure consistent execution.
• Reduced Cognitive Load: Automate workflows to minimize decision-making.

Data Retention: Avoiding Premature Deletion

Maintain a long-term perspective on your contact database.

Principle: Avoid deleting contacts, especially during the early stages of business growth, unless legally or ethically obligated. Focus on refining communication strategies rather than reducing your database size.

Managing Unresponsive Contacts

While some contacts may not immediately generate business or referrals, they should still remain in your database. Consider adjusting the frequency and intensity of your communication, but don’t eliminate them entirely.

Rationale: Circumstances change, and a contact who is unresponsive today may become a valuable prospect in the future. Nurture these relationships over time with less intensive but still valuable content.