English
Systematic Communication: Fostering Sustainable Relationships and Growth
Systematic Communication
Systematic communication is a planned❓ process for interacting with clients to build relationships and achieve goals. It is regular, continuous, customized, and based on understanding the target audience’s needs.
Importance of Systematic Communication:
- Builds trust and credibility.
- Increases customer loyalty.
- Achieves sustainable growth.
- Improves efficiency.
- Enhances brand image.
Theories and Scientific Principles:
- Communication Theory: Defines elements of communication (sender, message, channel, receiver, feedback).
- Public Relations Theory: Focuses on building mutually beneficial relationships.
- Social Psychology: Helps design persuasive messages.
- Relationship Marketing: Focuses on long-term relationships.
Principles of Effective Communication:
- Clarity
- Relevance
- Customization
- Appropriate Timing
- Interaction
Systematic Communication Strategies in Real Estate:
-
“8 x 8” Program: An intensive 8-week communication plan with a new potential client, involving 8 types of contact (personal visits, phone calls, valuable materials, handwritten notes).
- Example for potential seller clients: Week 1: Market report visit; Week 2: Follow-up call; Week 3: “How to Prepare Your Home for Sale” guide; Week 4: Handwritten note; Weeks 5-8: Repeat communication with different content.
-
“33 Touch” Program: An annual communication plan with the client database, involving 33 points of contact throughout the year (emails, mailings, phone calls, greeting cards, personal events).
- Distribution: 14 mailings, letters, cards, emails; 8 thank you/thinking of you cards; 3 phone calls; 4 personal occasion cards; 4 holiday cards.
- Example: Monthly market update emails; Birthday card; Quarterly phone call; Holiday card; Invitation to real estate event.
-
“12 Direct” Program: A series of direct messages sent monthly for 12 months to a target group.
- Example for a geographic area: Month 1: Introduction to the agent; Month 2: Area home price information; Month 3: Home value improvement tips; Month 4: Success stories; Months 5-12: Repeat message types with new content.
Formula for Evaluating Communication Programs:
ROI = (CLV * CR) - Cost
Where:
ROI(Return on Investment)CLV(Customer Lifetime Value)CR(Conversion Rate)Cost(Program cost)
Example:
If CLV = $10,000, CR = 5% for the 33 Touch program, and Cost = $1,000, then:
ROI = (10,000 * 0.05) - 1,000 = -500
A negative ROI indicates the program is not cost-effective.
Systematic Communication Tools:
- Customer Relationship Management (crm❓) systems (e.g., TOP PRODUCER, Online Agent, Sharper Agent, Agent 2000, Outlook, ACT!).
- Email.
- Social Media.
- Websites.
- SMS.
- Interactive Voice Response (IVR).
Challenges of Systematic Communication:
- Time management. Solution: Use CRM systems.
- Message customization. Solution: Segment clients and tailor messages.
- Maintaining consistency. Solution: Develop a detailed communication plan.
- Overcoming resistance. Solution: Provide value, avoid unwanted messages, and respect client preferences.
Chapter Summary
Systematic communication is essential for building long-term relationships with potential and existing clients❓, contributing to sustainable growth in the real estate sector. The chapter focuses on developing repeatable, automated (as much as possible), and tailored communication strategies to meet the needs of different client segments.
Key points:
- Random communication is insufficient; a structured approach❓ is necessary.
- Communication models:
- “8 x 8”: An intensive plan for new clients, including personal visits, phone calls, valuable materials (market information, advice), and handwritten notes, tailored to client type (seller, buyer, FSBO, expired listing).
- “33 Touch”: A marketing technique to maintain contact with potential and existing clients via 33 annual “touches,” including emails/mail, thank-you cards, phone calls, and holiday greetings.
- “12 Direct”: Sending a series of direct marketing materials (one piece monthly) to a target group of prospects (not previously contacted) over 12 months.
- Communication content should provide real value with useful, reliable information, such as facts about expired listings, tips for improving a home before sale, information on buying a home, information on home insurance, checklists, and a glossary of real estate terms.
- Communication plans should be tailored to client segments, including FSBOs, expired listings, potential buyers/sellers, clients in a specific geographic area or with specific demographics, personal contacts, open house visitors, allied resources, relocation clients, and builders.
- A customer❓ Relationship Management System (CMS) is critical for organizing communication, tracking interactions, and automating processes; examples include TOP PRODUCER, Online Agent, Sharper Agent, Outlook; even a small number of clients (20-80) is difficult to manage without a CMS.
- CMS benefits: action plans, marketing materials, reminders, contact information, contact history, appointment scheduling, email integration and automation, lead source identification and tracking, reporting, and transaction management.
- Avoid “analysis paralysis” when selecting technology. Adopt a “ready, fire, aim” approach.
- Effective database management includes daily, weekly, monthly, and annual tasks, handling unresponsive clients, and respecting unsubscribe requests.
- Track lead sources (referrals, phone calls, open houses) to evaluate the effectiveness❓ of lead generation channels and allocate resources strategically.
- Ensure consistent branding across all marketing materials.
- Ensure all leads are followed up on.
- Integrate all communication channels (phone, email, websites).
Systematic communication is a powerful tool for building sustainable client relationships. By adopting structured communication models, using an effective CMS, real estate professionals can improve conversion rates, increase client loyalty, and achieve sustainable growth, increasing marketing effectiveness, improving customer service, building trust and loyalty, achieving sustainable growth, and improving productivity.
