English
Database Marketing: 12 Direct, 8x8, & 33 Touch
## Database Marketing: 12 Direct, 8x8, & 33 Touch
This chapter explores three core strategies for systematically marketing to your database: 12 Direct, 8x8, and 33 Touch. These programs provide structured frameworks for engaging leads, nurturing relationships, and ultimately converting prospects into clients. Understanding the principles behind these approaches, and adapting them to your specific market and business goals, is crucial for maximizing the ROI of your database marketing efforts.
**I. The Foundation: Systematic Communication & the Importance of "Overkill Overtime"**
Real estate sales are fundamentally about relationships built on consistent communication. As the adage states: "Real estate sales is a frequent and systematic close contact sport." The 12 Direct, 8x8, and 33 Touch systems are designed to translate this principle into actionable, repeatable strategies.
* **Systematization is Key:** With potentially hundreds or thousands of contacts in your database, a systematic approach is essential. These systems move beyond ad-hoc communications, ensuring consistent engagement across different segments of your database (Met vs. Haven't Met).
* **Contact Management Software (CMS) & Plans:** Leverage your CMS to create "plans" – automated to-do lists that schedule and track your communications. These plans specify the *what*, *when*, and *how* of each contact, ensuring no lead is overlooked.
* **"Overkill Overtime":** A crucial concept. Many agents *underdo* lead generation. These programs err on the side of frequency and consistency to break through the noise and stay top-of-mind. The rationale is that a higher frequency of relevant and valuable contact increases the likelihood of engagement and conversion.
**II. 12 Direct: Nurturing the "Haven't Met" Database**
The 12 Direct program focuses on systematically marketing to individuals in your "Haven't Met" database. This typically includes geographic farm areas or other targeted demographic groups.
* **Definition:** 12 Direct involves sending twelve direct mail marketing pieces annually, approximately one per month. It's a mass marketing approach designed to reach a broad audience and generate leads from unfamiliar contacts.
* **Leverage & Scalability:** Compared to directly working individual contacts, 12 Direct offers significant leverage. You can craft a single marketing message that reaches thousands, maximizing your time and resources.
* **Time-Efficiency Through Planning:** Ideally, the entire 12-month campaign should be planned and scheduled at the beginning of the year. This allows for automation and consistent execution throughout the year.
* **Conversion Rate & Database Size:** The excerpt suggests a 50:1 ratio – for every fifty unmet people marketed to twelve times a year, you can reasonably expect to generate one sale. This highlights the importance of building a substantial database. To consistently achieve an annual goal of 50 closed sales, you'll need approximately 2,500 people in your "Haven't Met" database.
* **Moving Prospects to the "Met" Database:** The ultimate goal of 12 Direct is not just mass marketing, but to identify and engage potential clients who can then be transitioned into your "Met" (already contacted) database for more personalized nurturing.
* **Mathematical Representation of Lead Generation:**
Let:
* `N` = Number of people in the "Haven't Met" database
* `R` = Conversion Rate (Sales per person) = 1/50 = 0.02
* `M` = Number of Marketing Pieces (Mailings) per year = 12
* `S` = Number of Sales Target = 50
Therefore:
`N = S / (R * M) = 50 / (0.02 * 12) = 208.33` approximately, but the chapter is targeting a lower volume of contact in the "Met" database, and so with the 50:1 rule, `N= 2,500`.
* **Cost Analysis Consideration:**
Let:
* `Cp` = Cost per Postcard or Mailing Piece
* `Cm` = Cost of Mailing List and Addresses
* `T` = Total Cost of the "12 Direct" program = `M (Cp + (Cm/N))`.
**A. Designing Your 12 Direct Program: A Step-by-Step Approach**
1. **Planning Frequency:** Decide if you'll plan the entire year's campaign at once or develop individual pieces monthly. Annual planning provides greater leverage and consistency.
2. **Time Allocation:** Block out dedicated time for campaign development. The time required will depend on the complexity of your marketing pieces and your level of outsourcing.
3. **Outsourcing:** Determine which aspects of the program will be outsourced (e.g., design, printing, mailing). Consider pre-approved vendors for quality and reliability.
4. **Allied Resources:** Explore opportunities for co-sponsorship with allied resources (e.g., mortgage lenders, insurance providers). This can help offset costs in exchange for advertising space on your marketing materials.
5. **Target Group Mailing List:** Obtain a high-quality mailing list for your target demographic, focusing on your geographic farm area.
**B. Examples of 12 Direct Marketing Pieces (Examples from Appendix are not included here, but could be):**
* Community newsletters highlighting local events and real estate trends.
* Market update reports showcasing recent sales data in the area.
* Seasonal greetings cards with a subtle real estate message.
* "Just Listed" or "Just Sold" postcards featuring recent transactions.
* Home maintenance tips and checklists.
* Informational brochures on the home buying or selling process.
* Calendars featuring local attractions or community events.
* Promotional offers or contests to encourage engagement.
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**C. Experiments and Validation:**
* **A/B Testing:** Test different marketing messages, designs, and offers to determine which resonate most effectively with your target audience.
* **Control Groups:** Divide your target area into smaller sections. Only send marketing materials to one section and not another. Track the difference between the two sections. The results should correlate with the ratio.
* **Response Tracking:** Implement mechanisms to track responses to your marketing materials, such as unique phone numbers or QR codes.
**III. 8x8: Jump-Starting Relationships with New Leads**
The 8x8 program is an intensive, short-term strategy designed to rapidly build rapport with new leads and establish you as a trusted real estate resource. It's particularly effective for those who have moved from "Haven't Met" to "Met."
* **Definition:** The 8x8 plan involves eight contacts over eight weeks, designed to put you in the "Number One" position in the minds of your contacts.
* **Purpose:** The 8x8 is designed to *jump-start* your 33 Touch (discussed later) and establish a solid foundation for a long-term relationship. It’s an immediate surge of interaction.
**A. The Basic 8x8 Plan (as described in the excerpt):**
1. **Week 1:** Drop off a letter of introduction, your personal brochure, a market report, and your business card. (Focus: Initial introduction and value proposition)
2. **Week 2:** Send a postcard, inspirational card, community calendar, or market statistics. (Focus: Consistent presence and valuable information)
3. **Week 3:** Send a postcard, inspirational card, community calendar, or market statistics. (Focus: Reinforcement and continued engagement)
4. **Week 4:** Make a telephone call: ("Hello, this is ______ with the ______ team. Did I catch you at a bad time? How are you? Did you happen to receive the ______? Have you had a chance to look at it? The reason I’m calling is to find out if you happen to know of anyone who might be buying or selling their home...") (Focus: Direct engagement and referral request)
5. **Week 5:** Send one of your free reports. (Focus: Providing deeper value and establishing expertise)
6. **Week 6:** Send a real estate investment or house maintenance tip. (Focus: Targeted information and ongoing relevance)
7. **Week 7:** Send a refrigerator magnet, notepad, or other usable giveaway (not throwaway!) with your name, logo, and contact information on it. (Focus: Tangible branding and long-term visibility)
8. **Week 8:** Make another telephone call: ("Hello, this is ______ with the ______ team. Did I catch you at a bad time? How are you? Did you happen to receive the ______ that I sent you? That’s great. Did you have any questions? As you can tell, I really hope you will allow me to be your Realtor® for life. And also, let me just give you a quick reminder that if you happen know of anyone who might be buying or selling their home, could you please share their name with me or my name with them...") (Focus: Relationship building, reiteration of value, and referral request)
* **Referral Emphasis:** The extract underlines the critical aspect of requesting referrals in every communication: "Every single touch should have a quick reminder and instructions on how to give you referral business."
**B. Important Considerations:**
* **Timing:** Schedule mailings *before* phone calls. This provides context and makes the calls less intrusive.
* **Value Proposition:** Each touch should offer value to the recipient, not just promote your services.
* **Personalization:** Tailor the content of your communications to the individual's needs and interests, where possible.
* **Record Keeping:** Track each contact and note any relevant information for future interactions.
**C. Experiments and Validation:**
* **Message Impact:** Tracking the time to reply after delivering various messages.
* **Tracking Success:** Track how many referred leads came from the 8x8 list.
* **Response Analysis:** Track which messages generated the most replies or phone calls.
**IV. 33 Touch: Sustaining Long-Term Relationships**
The 33 Touch program is a long-term strategy designed to maintain consistent contact with your database and nurture relationships over time. It's the ongoing system that keeps you top-of-mind and ensures you're the <a data-bs-toggle="modal" data-bs-target="#questionModal-413918" role="button" aria-label="Open Question" class="keyword-wrapper question-trigger"><span class="keyword-container">first</span><span class="flag-trigger">❓</span></a> person they think of when they, or someone they know, needs real estate services. (Note: The source PDF does not contain information about 33 Touch, so the information below is based on general industry practice and common sense within the context of the provided information.)
* **Definition:** The 33 Touch plan involves contacting individuals in your "Met" database at least 33 times throughout the year.
* **Purpose:** Maintain consistent contact, nurture relationships, and stay top-of-mind for future real estate needs and referrals.
**A. Elements of a 33 Touch Program (Examples):**
* **Regular Email Newsletter:** Share market updates, local events, and helpful tips. (Monthly = 12 touches)
* **Personalized Phone Calls:** Check in with clients, offer assistance, and inquire about their real estate needs. (Quarterly = 4 touches)
* **Handwritten Notes:** Send thank you notes, birthday cards, or holiday greetings. (Sporadic = 3 touches)
* **Social Media Engagement:** Interact with clients on social media, share relevant content, and build your online presence. (Weekly, targeted = 4 touches)
* **Client Appreciation Events:** Host gatherings to show your appreciation and strengthen relationships. (Annual/Bi-Annual = 2 touches)
* **Direct Mail Marketing:** Send postcards, brochures, or promotional offers. (Periodic = 4 touches)
* **Home Anniversary Gifts:** Send a small gift to commemorate the anniversary of their home purchase. (Annual = 1 touch)
* **Check-Ins:** Check in with clients about neighborhood upgrades, renovations, or upgrades. (Sporadic= 3 touches).
**B. Principles of Effective 33 Touch Programs:**
* **Consistency:** Maintain a regular schedule of communication.
* **Value:** Provide valuable content and personalized service.
* **Relevance:** Tailor your communications to the individual's needs and interests.
* **Engagement:** Encourage interaction and build relationships.
* **Tracking:** Monitor your communication efforts and measure results.
**C. Experiments and Validation:**
* **Analyzing Client Responses:** Tracking how each individual client replies to the messages.
* **Lead Generation:** Tracking if and how a client refers any leads for commission.
* **Social Media Engagement:** Tracking the increase in engagement of clients on Social Media.
**V. Integrating the 12 Direct, 8x8, and 33 Touch Programs**
These three programs are not mutually exclusive. They are designed to work together as part of a comprehensive database marketing strategy.
* **Lead Flow:** A prospect might begin in your "Haven't Met" database and be targeted with the 12 Direct program. If they respond to the marketing materials, they move into your "Met" database and receive the 8x8 treatment. After the 8x8 program, they are integrated into the 33 Touch system for long-term relationship nurturing.
* **Adaptation and Optimization:** Continuously monitor the performance of each program and make adjustments as needed. Adapt your messages and strategies based on the responses you receive and the changing needs of your clients.
* **Focus on Quality over Quantity:** While frequency is important, the *quality* of your communications is paramount. Ensure that each touch provides value and is relevant to the recipient.
By implementing these strategies with diligence and adapting them to your specific market and business, you can build a strong and profitable database that generates consistent leads and referrals for years to come.
Chapter Summary
Scientific Summary: Database Marketing: 12 Direct, 8x8, & 33 touch❓
This chapter, “Database Marketing: 12 Direct, 8x8, & 33 Touch,” from the “Database Mastery: Lead Generation & Systematic Marketing” training course, focuses on three distinct yet complementary systematized marketing strategies designed to cultivate leads and maximize conversion rates within a real estate❓ agent’s database. These strategies, 12 Direct, 8x8, and 33 Touch, are presented as methods to increase the frequency❓ and consistency of contact❓, addressing the common industry shortfall of insufficient lead nurturing.
1. 12 Direct: This strategy targets the “Haven’t Met” portion of the database (e.g., geographic farm areas) with a structured direct mail campaign of twelve marketing pieces annually, delivered monthly. The underlying principle leverages the scalability of direct mail to reach a large audience, recognizing that for every 50 individuals marketed to twelve times annually, approximately one sale can be generated. This translates to a required database size of approximately 2,500 contacts to achieve 50 annual sales. This implies a relatively low individual conversion rate, but the program’s strength lies in its potential for high volume, cost-effectiveness, and automation. The goal is to generate initial interest, move prospects from the “Haven’t Met” to the “Met” database category, and initiate engagement. Time-management by front-loading design and preparation of all 12 marketing pieces to create an automated process is emphasized.
2. 8x8: This is an intensive, short-term (eight-week) strategy designed to rapidly establish a strong presence in the minds of the “Met” database (prospects, customers, and past customers). The “8x8” plan involves eight touches over eight weeks, combining mailings (postcards, market reports, inspirational cards) with personalized phone calls. The core aim of 8x8 is to quickly build rapport and increase top-of-mind awareness, ultimately positioning the agent as the primary real estate resource. The effectiveness hinges on the high frequency❓ and varied nature of the contact points, creating a memorable and impactful introduction or re-engagement. Each touch should strategically include a reminder or instruction on how the contact can provide referrals.
3. 33 Touch: Although the document provided does not contain specific details on the 33 Touch program, the context implies it is a long-term nurturing campaign involving 33 interactions over a specified timeframe (likely a year) to maintain consistent engagement❓ with the “Met” database, solidifying relationships established by the 8x8 program.
Key Scientific Points and Conclusions:
- Contact Frequency Matters: The core scientific premise is that increased and systematic contact frequency directly correlates with improved lead generation and conversion rates. The “Overkill Overtime” principle underscores the importance of persistent engagement.
- Database Segmentation is Crucial: The distinction between “Haven’t Met” and “Met” databases highlights the need for tailored marketing strategies based on relationship stage.
- Systematization and Automation are Essential: The emphasis on planning, scheduling, and outsourcing underscores the importance of creating scalable and sustainable marketing processes.
- Direct Mail Still Has Value: The 12 Direct strategy acknowledges the continued relevance of direct mail for reaching a broad audience, particularly in the “Haven’t Met” category.
- Multi-Channel Approach is Optimal: The 8x8 strategy demonstrates the effectiveness of combining different communication channels (mail and phone) to create a more impactful and personalized experience.
Implications:
The success of these database marketing strategies relies on:
- Accurate and Up-to-Date Database: Maintaining a clean and accurate database is fundamental for effective targeting.
- Compelling and Relevant Content: marketing materials❓ must be engaging and provide value to the recipient.
- Consistent Execution: Adherence to the prescribed timelines and contact schedules is crucial for achieving desired results.
- Tracking and Measurement: Monitoring the performance of each campaign allows for optimization and refinement of the strategies.
- Integration with CRM/Contact Management Software: Utilizing CRM systems is vital for automating tasks, scheduling communications, and managing the database effectively.
In conclusion, the “12 Direct, 8x8, & 33 Touch” strategies present a data-driven approach to lead generation and database marketing in the real estate industry. By systematically increasing contact frequency and tailoring messaging to different database segments, agents can improve lead conversion rates and build stronger, more profitable relationships.
