8x8 Foundations: Systematic Contact & Targeted Messaging

Chapter 3: 8x8 Foundations: Systematic Contact & Targeted Messaging

Introduction

The 8x8 contact strategy is a fundamental framework designed to systematically nurture leads and transform them into loyal clients. It is based on the principles of consistent communication, targeted messaging, and relationship building. By implementing a structured approach to initial contact, you can significantly improve your chances of establishing rapport, demonstrating value, and ultimately securing long-term business. This chapter delves into the scientific basis of the 8x8 strategy, exploring the psychological principles that underpin its effectiveness and providing practical guidance for its implementation.

1. The Science of Consistent Contact: Frequency and the Mere-Exposure Effect

The 8x8 strategy leverages the psychological principle known as the mere-exposure effect, which states that people tend to develop a preference for things merely because they are familiar with them. Repeated exposure to a stimulus (in this case, your brand and message) leads to increased liking and trust.

1.1. Mathematical Model of the Mere-Exposure Effect

The relationship between exposure frequency and liking can be modeled using a logarithmic function. While a precise formula is difficult to apply directly to marketing due to numerous confounding variables, the general principle holds that the initial exposures have a greater impact than subsequent exposures. This can be represented conceptually as:

L = k * ln(F)

Where:
L = Level of liking/trust
k = A constant representing the individual’s susceptibility to the mere-exposure effect and the quality of the initial exposure.
F = Frequency of exposure

This equation suggests that the increase in liking diminishes with each additional exposure. The 8x8 strategy acknowledges this by concentrating on initial, high-impact interactions.

1.2. The Forgetting Curve and Reinforcement

Hermann Ebbinghaus’s forgetting curve demonstrates the exponential decay of memory over time. Information is rapidly forgotten if not reinforced. The 8x8 strategy addresses this by providing regular reminders and reinforcing your value proposition within the first eight weeks of contact.

1.3. Practical Application & Example: Contact Frequency Optimization

Experiment: A real estate agent conducts an A/B test. Group A receives the standard 8x8 contact strategy. Group B receives only four contacts spread over the same eight weeks. Measure conversion rates (lead to client). The hypothesis is that Group A will exhibit a higher conversion rate due to increased exposure frequency and reinforcement of the agent’s brand. The agent should carefully track and document each interaction and the resulting response from each lead.

2. Targeted Messaging: Relevance and the Elaboration Likelihood Model (ELM)

The effectiveness of the 8x8 strategy hinges on the relevance of your messaging. Generic, untargeted messages are likely to be ignored or even perceived as spam. Tailoring your message to the specific needs and interests of your target audience is crucial for capturing their attention and building rapport.

2.1. Elaboration Likelihood Model (ELM)

The ELM proposes two routes to persuasion: the central route and the peripheral route. The central route involves careful consideration of the message content and requires high involvement from the recipient. The peripheral route relies on superficial cues, such as source credibility or message attractiveness, and is used when involvement is low.

To be effective, your targeted messaging should appeal to the central route of persuasion. This requires providing valuable, relevant information that addresses the specific needs and concerns of your target audience.

2.2. Segmentation and Personalization

Effective targeting requires segmenting your audience into distinct groups based on demographics, interests, and behaviors. Each segment should receive a tailored message that addresses their unique needs and concerns.

2.3. Mathematical Model of Messaging Effectiveness

Messaging effectiveness can be thought of as a function of relevance and perceived value:

E = R * V

Where:
E = Effectiveness of the message
R = Relevance of the message to the recipient’s needs and interests (quantified on a scale, e.g., 0 to 1)
V = Perceived value of the message content (quantified on a scale, e.g., 0 to 1, taking into account factors such as usefulness, novelty, and credibility)

This simple equation highlights the importance of both relevance and value in maximizing message effectiveness. A highly relevant message with little value will be ineffective, as will a valuable message that is irrelevant to the recipient’s needs.

2.4. Practical Application & Example: Targeted Message Development

Experiment: Create three different 8x8 plans: one for FSBOs, one for expired listings, and one for prospective buyers (as outlined in the training materials). Track engagement metrics (e.g., open rates, click-through rates, response rates) for each plan. The hypothesis is that the targeted 8x8 plans will outperform a generic 8x8 plan because the messaging is more relevant to each target audience.

3. Systematic Implementation: The Power of Consistency

The 8x8 strategy is not a one-time event; it is a systematic process that requires consistent implementation. Using a CMS is recommended to schedule mail-outs, phone calls, and other tasks. Automation helps maintain consistency and ensures that no leads fall through the cracks.

3.1. Process Optimization and the Pareto Principle

The Pareto principle (80/20 rule) suggests that approximately 80% of the effects come from 20% of the causes. In the context of the 8x8 strategy, this means that focusing on the most effective elements of your contact plan can yield the greatest results. Analyze your data to identify which messages, channels, and timing are most effective for each target audience, and then optimize your strategy accordingly.

3.2. Feedback Loops and Continuous Improvement

The 8x8 strategy is an iterative process. Gather feedback from your leads and clients to identify areas for improvement. Track your results and make adjustments to your strategy based on what works best for you.

3.3. Mathematical Model of Cumulative Probability of Conversion

The probability of converting a lead to a client increases with each successful interaction, assuming each interaction has a positive impact. This can be modeled using a cumulative probability function:

P(n) = 1 - (1 - p)^n

Where:
P(n) = Cumulative probability of conversion after n interactions
p = Probability of a successful interaction leading to conversion (a simplification, as each interaction’s success rate is variable)
n = Number of interactions

This equation demonstrates that the more positive interactions you have with a lead, the higher the likelihood of converting them into a client.

3.4. Practical Application & Example: 8x8 Execution & Tracking

Experiment: Implement the 8x8 plan using a CMS. Diligently track all interactions (emails sent, calls made, responses received) and the eventual conversion rates for each lead. Analyze the data to identify patterns and areas for improvement. For instance, are certain call scripts more effective than others? Are specific email subject lines generating higher open rates? This data-driven approach will allow you to fine-tune your 8x8 strategy for optimal results. Every touch should be accurately logged.

Conclusion

The 8x8 contact strategy is a powerful tool for nurturing leads and building lasting relationships with clients. By understanding the scientific principles that underpin its effectiveness, and by implementing it systematically and consistently, you can significantly improve your chances of success. Remember to tailor your messaging to the specific needs and interests of your target audience, and to continuously monitor and optimize your strategy based on your results. Always include a reminder of how clients can offer referral business.