Chapter 3: Systematic Communication: The 8x8 & 33 Touch Plans

This chapter delves into the science and practical application of systematic communication strategies, specifically the 8x8 and 33 Touch plans, designed to foster and strengthen relationships within the real estate❓ context. We’ll explore the underlying psychological principles, marketing theories, and data-driven insights that support the efficacy of these plans, providing you with a robust understanding of how to implement them effectively.

3.1 Introduction to Systematic Communication

Effective communication is the cornerstone of successful client relationship management in real estate. Rather than relying on ad-hoc interactions, systematic communication provides a structured approach to nurturing relationships, building trust, and ultimately, driving business growth through repeat clients and referrals. The 8x8 and 33 Touch plans are two key frameworks for achieving this.

3.2 The Psychology of Repetition and Familiarity

The effectiveness of both the 8x8 and 33 Touch plans hinges on psychological principles related to repetition, familiarity, and the mere-exposure effect.

• Mere-Exposure Effect: This psychological phenomenon, originally described by Robert Zajonc (1968), suggests that repeated exposure to a stimulus (in this case, your name, brand, and real estate services) leads to increased liking of that stimulus. The more frequently someone encounters your brand, the more familiar and trustworthy it becomes.

  • Mathematical Representation: While a direct mathematical formula doesn’t exist for the mere-exposure effect, we can conceptualize it as a positive, though diminishing, return on investment in brand exposure. Let L(x) represent the liking or trust score attributed to your brand, where x is the number of exposures. A simplified model could be:

    L(x) = a(1 - e^-bx)

    Where a is the maximum potential liking, and b is the rate at which liking increases with each exposure (diminishing returns). This equation illustrates that initial exposures have a larger impact on liking than later exposures.

• Cognitive Fluency: Repeated exposure increases cognitive fluency – the ease with which information is processed. When someone encounters your name or brand repeatedly, it becomes easier to recognize and remember, reducing cognitive load and creating a more positive association.

• Building Trust Through Consistency: Systematic communication demonstrates consistency and reliability. Clients perceive you as a dedicated professional who values their relationship, fostering trust and confidence.

3.3 The 8x8 Plan: A Focused Onboarding Strategy

The 8x8 plan is a short-term, intensive communication strategy designed to rapidly establish rapport and demonstrate value with new leads, particularly prospective sellers. It focuses on delivering targeted, relevant information within a concentrated timeframe.

3.3.1 Objectives of the 8x8 Plan

• Rapid Relationship Building: Creating a positive first impression and initiating a relationship quickly.
• Demonstrating Expertise: Showcasing market knowledge and real estate acumen.
• Positioning Yourself as an Authority: Establishing credibility and differentiating yourself from competitors.
• Generating Early Engagement: Encouraging immediate interaction and setting the stage for future collaboration.

3.3.2 Structure of a Prospective Seller 8x8 Plan (Example)

Based on the PDF content, here’s a breakdown of a possible 8x8 plan for prospective sellers:

1. Week 1:

   • Medium: Handwritten “Nice to Meet You” Letter
   • Content: Express gratitude for the meeting, reiterate key discussion points, include a current market report, and your business card.
   • Referral Reminder: A brief tagline such as “Your referrals are the greatest compliment!”

2. Week 2:

   • Medium: Mailed Market Statistics
   • Content: Key market indicators (e.g., average sale price, days on market, inventory levels) presented in a clear, visually appealing format.
   • Referral Reminder: Include a small callout box: “Know anyone thinking of selling? I’m here to help!”

3. Week 3:

   • Medium: Mailed Market Statistics
   • Content: Different stats or focusing on a different geographic area.
   • Referral Reminder: Include a QR code leading to a testimonial page on your website.

4. Week 4:

   • Medium: Telephone Call
   • Script (Example): “Hello, this is [Your Name] from Keller Williams Realty. Did I catch you at a bad time? How are you? Did you happen to receive the market statistics I sent you? Have you had a chance to look at it? I just wanted to check in and see how your home selling efforts are going…”
   • Referral Reminder: Woven into the conversation: “If you happen to know anyone else considering selling in this market, I’d greatly appreciate the introduction.”

5. Week 5:

   • Medium: Mailed Free Report
   • Content: A valuable resource such as “Top 10 Tips for Staging Your Home” or “Understanding the Home Selling Process”.
   • Referral Reminder: A small message near the download link/report: “Share this helpful guide with your friends!”

6. Week 6:

   • Medium: Real Estate Investment or Home Maintenance Tip (Card or Email)
   • Content: A concise and practical tip, such as “Boost Your Home’s Value with These Simple Upgrades” or “Tax Benefits of Real Estate Investment.”
   • Referral Reminder: A small line after the tip: “Have real estate questions? I’m just a call away!”

7. Week 7:

   • Medium: Refrigerator Magnet/Notepad
   • Content: Your name, logo, contact information, and a value proposition (e.g., “Your Trusted Real Estate Advisor”). Must be a usable giveaway, not throwaway!
   • Referral Reminder: The magnet could say: “Refer a Friend and Earn [Incentive]!”

8. Week 8:

   • Medium: Telephone Call
   • Script (Example): “Hello, this is [Your Name] with the [Team Name]. Did I catch you at a bad time? How are you? Did you happen to receive the [Giveaway] 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…”
   • Referral Reminder: Direct request for referrals.

3.3.3 Customization and Experimentation

The 8x8 plan should be tailored to the specific target audience and market conditions. Here are some considerations:

• A/B Testing: Experiment with different types of content, messaging, and delivery methods to determine what resonates best with your audience. For example, test two different subject lines for your Week 2 market statistics email and track open rates to see which performs better.

• Segmentation: Create different 8x8 plans for different segments of your database (e.g., first-time homebuyers, luxury home sellers, investors).

• Continuous Improvement: Regularly review and update your 8x8 plan based on performance data and feedback.

3.4 The 33 Touch Plan: Long-Term Relationship Cultivation

The 33 Touch plan is a year-long, sustained communication strategy designed to maintain consistent contact with your sphere of influence, past clients, and business contacts. It aims to reinforce your brand, stay top-of-mind, and generate a steady stream of referrals and repeat business.

3.4.1 Principles of the 33 Touch Plan

• Consistency is Key: Regular, predictable communication reinforces your presence and builds trust.
• Value-Driven Content: Provide information that is relevant, helpful, and engaging to your audience.
• Personalization Enhances Engagement: Tailoring your message to individual preferences and interests increases the likelihood of interaction.
• Referral Reminders are Essential: Subtly and consistently reminding contacts to refer business.

3.4.2 Basic Structure of a 33 Touch Plan

The PDF content outlines a basic 33 Touch Plan:

1. 14 Mailings/Letters/Cards/Emails/Drop-Offs: (e.g., Introduction letters, brochures, market reports, Just Sold/Just Listed cards, newsletters, recipe cards, property alerts, real estate news, community calendars, invitations, service directories, promotional items)

2. 8 Thank You/Thinking of You Cards

3. 3 Telephone Calls

4. 4 Personal Observance Cards: (Birthdays, Anniversaries, Mother’s Day, Father’s Day, Home Purchase Anniversary, Graduations)

5. 4 Holiday Cards: (Thanksgiving, Fourth of July, etc.)

3.4.3 Customization and Segmentation for Enhanced Effectiveness

The true power of the 33 Touch plan lies in its ability to be customized and segmented.

• Client for Life: A plan tailored for past clients, focusing on relationship maintenance, providing valuable home-related resources, and soliciting referrals.

• Advocate Appreciation Program: A plan specifically for individuals who have consistently referred business, expressing gratitude and offering exclusive benefits.

• Sphere of Influence: A plan for your personal network, focusing on building rapport, sharing personal updates, and subtly promoting your real estate services.

• Allied Resources: A plan for complementary professionals (e.g., mortgage brokers, contractors, interior designers), fostering reciprocal referral relationships.

3.4.4 Mathematical Modeling of Referral Generation

The PDF mentions a 12:2 conversion rate: “For every twelve people in your Met contact database❓ to whom you market yourself thirty-three times (33 Touch), you can reasonably expect to net two sales. One of the sales will likely be repeat business; the other, referral business.” We can express this as a probability.

• Probability of a Sale per Contact: P(sale) = 2/12 = 1/6 ≈ 0.167 This suggests approximately a 16.7% chance of generating a sale from every 12 contacts exposed to the 33 Touch plan.

• Scaling for Target Sales: If you want to make N sales, the required number of contacts in your 33 Touch program (C) can be estimated as:

  C = N * (12/2) = 6N

  For example, to achieve 50 sales (N = 50), you would need approximately 300 contacts❓❓ (C = 300) actively engaged in your 33 Touch plan.

Important Caveats:

• This is a simplified model. Actual conversion rates will vary depending on factors such as the quality of your database, the effectiveness of your marketing materials, and market conditions.
• The 12:2 ratio is presented as an average. Individual results may deviate significantly. Consistent tracking and analysis are crucial.

3.4.5 Leveraging Technology for Efficient Implementation

• CRM Integration: Using a Customer Relationship Management (CRM) system is essential for managing your contact database, scheduling communications, and tracking interactions. The PDF emphasizes entering dates and reminders for each touchpoint.

• Automation: Automate tasks such as sending emails, scheduling social media posts, and generating reports to improve efficiency and consistency.

• Data Analysis: Analyze your CRM data to identify trends, track conversion rates, and optimize your 33 Touch plan for maximum impact.

3.5 Referral Reminders: The Art of Subtle Persuasion

A crucial element of both the 8x8 and 33 Touch plans is the consistent inclusion of referral reminders. These reminders should be subtle, non-intrusive, and focus on the benefits of referring you (e.g., helping their friends and family find the perfect home, providing exceptional service).

• Examples:
  • A sticker on the outside of an envelope
  • A bold graphic in a newsletter
  • Photographs of people who have referred customers to you in a newsletter
  • A reminder at the end of a telephone call
  • A tagline such as “Your referrals are the greatest compliment!”
  • A QR code leading to a testimonial page on your website
  • A message near a download link/report: “Share this helpful guide with your friends!”
  • The magnet could say: “Refer a Friend and Earn [Incentive]!”

3.6 Ethical Considerations

• Transparency: Be upfront about your marketing efforts and avoid deceptive or misleading practices.
• Respect for Privacy: Obtain consent before adding individuals to your database and provide an easy way for them to opt out.
• Value Exchange: Ensure that your communications provide genuine value to the recipient, rather than solely focusing on self-promotion.

3.7 Conclusion

The 8x8 and 33 Touch plans provide a scientific, structured, and sustainable approach to building and nurturing real estate relationships. By understanding the underlying psychological principles, employing data-driven optimization, and adhering to ethical guidelines, you can leverage these strategies to generate a consistent flow of leads, referrals, and repeat business, ultimately mastering the art of real estate relationship management.