Maximizing Your “Metwork”: Lead Generation Through Mets

1. Introduction: Understanding Your “Metwork” Ecosystem

This chapter focuses on transforming your network (“Metwork”) into a potent lead generation engine. Unlike passively hoping for referrals, we’ll explore a structured, scientific approach to cultivate relationships and systematically extract value.

1.1. Why “Metwork” Matters: The Scientific Basis

The underlying principle is rooted in social network theory, specifically the concept of “weak ties.” Sociologist Mark Granovetter’s research demonstrated that weak ties (acquaintances) often provide access to information and opportunities that strong ties (close friends) do not. This is because weak ties connect you to different social circles, expanding your reach.

• Granovetter’s Strength of Weak Ties: Weak ties bridge disparate social groups, acting as conduits for novel information.

1.2. Objectives: From Contact to Client

Our primary objective is to convert “Mets” – anyone you’ve met and whose information is in your database – into active sources of leads and referrals. This involves:

• Systematic Engagement: Implementing structured communication plans (8x8, 33 Touch).
• Value Creation: Providing consistent value to your “Mets”, solidifying your expertise.
• Referral Generation: Actively soliciting and incentivizing referrals.

2. Who Are “Mets”? Defining Your Network

“Mets” encompass a broader category than “clients” or “friends.” They are individuals with whom you’ve established contact, either in person or via phone, and whose information is recorded in your database.

2.1. Categorizing Your “Mets”: A Stratified Approach

Effective “Metworking” requires segmentation. Not all “Mets” are equal in their potential value.

• Networks: Individuals who know you, but with whom you might not have a strong relationship.
• Allied Resources: Professionals in real estate-related fields (mortgage brokers, contractors, etc.). These represent potential referral partners and collaborative opportunities.
• Advocates: Past clients or contacts who actively recommend your services.
• Core Advocates: High-influence individuals (business owners, community leaders) who can consistently generate leads.

2.2. The Power of the Database: Centralizing Your “Metwork”

Your contact database is the central nervous system of your “Metwork.” It enables you to:

• Track Interactions: Record all communication and engagements with your “Mets.”
• Segment and Target: Tailor your communication strategies based on “Met” category and interests.
• Measure ROI: Track the effectiveness of your “Metworking” efforts and identify high-value relationships.

3. What is “Metworking”? A Proactive Approach

“Metworking” is not passive networking. It’s a systematic, proactive process of cultivating relationships to generate leads and referrals.

3.1. The Science of Relationship Building: Social Exchange Theory

Social exchange theory posits that relationships are built on a cost-benefit analysis. Individuals are more likely to maintain relationships when they perceive the benefits as outweighing the costs.

• Application: To cultivate strong “Metwork” relationships, consistently provide value to your “Mets” without demanding immediate reciprocation.

3.2. Key Elements of Effective “Metworking”

• Consistent Communication: Maintaining regular contact through various channels.
• Value-Driven Interactions: Providing relevant information, resources, or assistance.
• Active Listening: Understanding your “Mets’” needs and challenges.
• Strategic Referrals: Connecting your “Mets” with other valuable contacts.

4. How to “Metwork”: Systems and Methodologies

We will explore specific methodologies to maximize your “Metwork” effectiveness.

4.1. The 8x8: Initial Engagement

The 8x8 is an intensive contact strategy deployed within the first eight weeks of adding a new “Met” to your database. Its purpose is to establish initial rapport and solidify your presence in their minds.

• Step 1: Initial Contact: A personal phone call to introduce yourself and learn about their needs.

• Step 2-8: Varying communication methods: personalized emails, handwritten notes, relevant articles, or invitations to local events.

  Example:

  • Week 1: Phone call – “Hello [Met’s Name], it was a pleasure meeting you at [Event/Location]. I wanted to follow up and see if you had any real estate-related questions or needs.”
  • Week 2: Personalized email – Sharing a recent market analysis relevant to their neighborhood.
  • Week 3: Handwritten note – “Just thinking of you and hoping you’re having a great week!”
  • Week 4: Sharing a helpful blog post about home maintenance.
  • Week 5: Invitation to a local community event.
  • Week 6: Sharing a relevant industry article.
  • Week 7: Check-in email.
  • Week 8: Personal phone call – Reviewing any past conversations and reiterating your availability.

4.2. The 33 Touch: Long-Term Cultivation

The 33 Touch is a year-long maintenance program designed to keep you top-of-mind with your “Mets.” It involves 33 interactions over the course of a year.

• Mathematical Modeling of Contact Frequency: Let ‘C’ be the contact frequency, ‘T’ be the total time period (1 year), and ‘n’ be the number of touches. Then:

  • C = n / T
  • C = 33 / 1 = 33 contacts per year

• Touchpoint Examples:

  1. Monthly Newsletter: Providing valuable real estate market insights.
  2. Personalized Birthday Card: Showing genuine care and attention.
  3. Holiday Greeting Card: Maintaining a positive presence during key holidays.
  4. Home Anniversary Card: Celebrating their homeownership milestone.
  5. Phone Calls (Quarterly): Checking in personally and addressing any needs.
  6. Personalized Emails (Bi-Monthly): Sharing relevant articles or resources.
  7. Invitations to Client Appreciation Events: Creating opportunities for in-person interaction.
  8. Social Media Engagement: Liking, commenting, and sharing their content.
  9. Small Gifts (e.g., movie tickets, gift certificates): Expressing gratitude and building goodwill.
  10. Handwritten Notes: Offering personalized congratulations for professional accomplishments.

4.2.1. Seven Strategies for “33 Touch” Success:

1. Personalization: Avoid generic messages. Tailor communication to individual interests.
2. Consistency: Maintain a regular schedule of touchpoints.
3. Value Proposition: Ensure each interaction provides value to your “Met.”
4. Multi-Channel Approach: Utilize a mix of phone, email, direct mail, and social media.
5. Tracking and Measurement: Monitor the effectiveness of each touchpoint.
6. Database Management: Maintain an accurate and up-to-date database.
7. Adaptability: Adjust your “33 Touch” strategy based on individual “Met” preferences.

4.3. “Metworking” to Your Circles: Targeting Specific Groups

Target your efforts based on relationships and influence.
* Inner Circle: Those closest to you (family, close friends). Clearly communicate your professional goals and actively solicit referrals.

5. Referrals Through Your “Metwork”: The Ultimate Goal

5.1. The Science of Referrals: Social Proof and Trust

Referrals are effective because they leverage social proof – the tendency to trust recommendations from people we know.

• Cialdini’s Principles of Persuasion: Robert Cialdini’s work on persuasion highlights the power of “liking” and “authority.” Referrals capitalize on both – your “Mets” are more likely to trust you if they like you, and a referral from a trusted source enhances your perceived authority.

5.2. Strategies for Generating Referrals

1. Clearly Communicate Your Value Proposition: Ensure your “Mets” understand the benefits of working with you.
2. Actively Ask for Referrals: Don’t be afraid to directly solicit referrals. Provide specific examples of the type of clients you’re seeking.

3. Incentivize Referrals: Offer rewards (gift cards, discounts, etc.) for successful referrals.

   Example Referral Request:

   “I’m currently working with several first-time homebuyers in the [Neighborhood] area. If you know anyone who’s considering buying or selling a home, I would greatly appreciate it if you could connect us.”

4. Provide Exceptional Service: Happy clients are the best source of referrals.

5. Maintain Ongoing Communication: Continue nurturing relationships even after a transaction is complete.

6. Common Challenges and Misconceptions

• Misconception 1: “I don’t want to bother my Mets.” The reality is that people appreciate being kept informed and being given opportunities to help. Value-driven communication is not a burden.
• Challenge 1: Time Management: “Metworking” requires consistent effort. Prioritize your activities and schedule dedicated time for relationship cultivation.

7. Conclusion: The Power of a Thriving “Metwork”

Maximizing your “Metwork” is not about transactional networking; it is about creating meaningful, mutually beneficial relationships. By implementing systematic strategies and focusing on value creation, you can transform your network into a sustainable source of leads and referrals, propelling your business growth.