Systematic Marketing Plans for Databases

1. Importance of Systematic Marketing for Real Estate Databases:

• Increase in Return on Investment (ROI) through targeted and timely messaging.
• Building strong relationships through continuous communication, fostering trust and brand loyalty.
• Improvement of operational efficiency by providing a clear framework for work, reducing effort and time spent in planning and execution.
• Performance measurement and continuous improvement through tracking results of each marketing campaign.

2. Relevant Theories and Scientific Principles:

• Mere-Exposure Effect: Repeated exposure to a stimulus increases the likelihood of liking it.
• Hierarchy of Effects Model: Describes the stages a customer goes through before making a purchase decision: Awareness, Knowledge, Liking, Preference, Conviction, and Purchase.
• Scarcity Principle: People tend to value things that are rare or difficult to obtain.
• Reciprocity Principle: People tend to reciprocate when someone provides them with a service or favor.

3. Database Systematic Marketing Strategies:

3.1. 12 Direct Plan (for “Never Met” Prospects):

• Goal: Convert “Never Met” prospects into “Met” prospects.
• Description: Sending 12 direct marketing pieces annually (one piece monthly) to potential customers in specific geographic areas or targeted demographic segments.
• Implementation:
  1. Identify the target segment.
  2. Compile an accurate and updated mailing list.
  3. Design 12 different attractive marketing pieces including valuable information❓ about the real estate market, tips for buyers and sellers, and exclusive offers. These can include monthly newsletters, real estate market reports, postcards, service brochures, and annual calendars.
  4. Schedule the sending of marketing pieces throughout the year.
  5. Track the number of calls and inquiries resulting from the campaign.
• Formula for Estimating Return:
  • Number of potential customers in the database (N) = 2500
  • Expected conversion rate (CR) = 1/50 (one sale for every 50 people targeted)
  • Expected number of sales (S) = N * CR = 2500 * (1/50) = 50 sales
  • Average deal value (AV) = average commission value per sale transaction
  • Total expected return (TR) = S * AV

3.2. 8x8 Plan (for “Recently Met” Prospects):

• Goal: Strengthen relationships with new customers and increase conversion opportunities.
• Description: A series of 8 intensive contacts over 8 weeks, targeting customers who have recently been met.
• Implementation:
  1. Week 1: Send an introductory message, personal brochure, real estate market report, and business card.
  2. Week 2: Send a postcard, inspirational card, community calendar, or market statistics.
  3. Week 3: Send a postcard, inspirational card, community calendar, or market statistics.
  4. Week 4: Make a phone call to introduce yourself and ask about their reaction to the materials sent.
  5. Week 5: Send a free, valuable report.
  6. Week 6: Send advice on real estate investment or home maintenance.
  7. Week 7: Send a refrigerator magnet, notepad, or other practical gift bearing your name, logo, and contact information.
  8. Week 8: Make another phone call to confirm your readiness to serve them and ask for referrals.

3.3. 33 Touch Plan (for “Existing and Potential Customers”):

• Goal: Maintain continuous communication with customers, enhance brand loyalty, and increase referral opportunities.
• Description: A series of 33 annual contact points with current and potential customers, including a variety of marketing activities.
• Implementation:
  1. Identify 33 different contact points throughout the year, considering customer preferences and interests. These may include monthly newsletters, greeting cards for occasions, invitations to community events, personal emails, periodic phone calls, personal visits (if possible), sharing useful content on social media, and sending small gifts on special occasions.
  2. Diversify contact points to avoid boredom and routine.
  3. Personalize messages as much as possible to meet customer needs and interests.
  4. Track the results of each contact point to evaluate its effectiveness and make necessary adjustments.
• Formula for assessing loyalty based on interaction:
  • Interaction Rate (ER) = (Number of Interactions / Number of Targeted Customers) * 100
  • Loyalty Index (LI) = ER * (Average Deal Value / Average Cost Per Touchpoint)
  • The higher the LI, the greater the customer loyalty and plan efficiency.

4. Using Customer Relationship Management (CRM) Software:

• CRM Importance: CRM programs are an essential tool for implementing database systematic marketing plans. These programs help to store and organize customer information, track interactions with customers, automate marketing tasks, and measure the results of marketing campaigns.
• CRM Examples: Salesforce, HubSpot, Zoho CRM.