Nurturing Leads: The 8x8 & 33 Touch System

Chapter 3: Nurturing Leads: The 8x8 & 33 Touch System

Introduction

Effective lead nurturing is the cornerstone of a successful real estate business. It’s not enough to simply generate leads; you must cultivate relationships, build trust, and consistently demonstrate your value to potential clients. This chapter delves into the science behind the “8x8” and “33 Touch” systems, providing a framework for systematic and strategic lead nurturing that maximizes conversion rates and fosters long-term client relationships.

The Science of Relationship Marketing

The 8x8 and 33 Touch systems are based on principles of relationship marketing and behavioral psychology. The fundamental premise is that consistent, relevant communication builds rapport, increases top-of-mind awareness, and ultimately influences decision-making. These systems leverage the following concepts:

• The Mere-Exposure Effect (Zajonc, 1968): This psychological phenomenon demonstrates that repeated exposure to a stimulus (e.g., your name, brand, or message) increases its likeability and familiarity. The 8x8 and 33 Touch systems intentionally use frequent contact to increase the client’s familiarity with you and your services.

  • Mathematical Representation: Let L represent the likeability of a brand or person. E represents the number of exposures to that brand or person. The Mere-Exposure Effect suggests a positive, although potentially logarithmic, relationship: L = f(E), where f is a function showing a potential diminishing return with further exposures.

• The reciprocity principle❓ (Cialdini, 1984): People feel obligated to return favors or kindnesses. By providing valuable information, market insights, or helpful tips, you create a sense of obligation, making leads more receptive to your services. This is why providing market reports, free resources, and helpful tips is important.

• Consistency and Commitment (Cialdini, 1984): People strive to be consistent with their past statements and behaviors. Small initial commitments, such as responding to a survey or downloading a free report, can lead to larger commitments later on, like listing their home with you.

• The Rule of Seven (Marketing Concept): While not strictly scientific, this principle suggests that a prospect needs to “see” your marketing message at least seven times before they take action. The 8x8 and 33 Touch systems ensure this level of consistent exposure.

The 8x8 System: Initial Lead Engagement

The 8x8 system is an intensive, eight-week follow-up plan designed to engage new leads and demonstrate your immediate value. It is often deployed after an initial interaction, such as a listing consultation or an open house visit. The goals of the 8x8 are to:

• establish rapport❓
• Provide valuable information
• Position yourself as a market expert
• Encourage initial engagement

Structure of the 8x8 Plan (Example for Prospective Sellers):

Key Considerations for Customization:

• Target Audience: Tailor the content to the specific needs and interests of the lead (e.g., first-time buyer, luxury home seller, investor).
• Delivery Method: Mix up the contact methods to avoid becoming predictable and to cater to different communication preferences.
• Value Proposition: Clearly communicate the benefits of working with you and your team.
• Call to Action: Include a clear call to action in each touchpoint (e.g., “Schedule a consultation,” “Visit my website,” “Call me with any questions”).

Experiment:

1. Divide a group of new leads into two subgroups.
2. Subject subgroup A to the 8x8 strategy.
3. Provide Subgroup B with only a single initial contact.
4. Measure conversion rates and contact interactions for both groups, controlling for external factors.
5. Compare the results to quantify the 8x8 strategy’s effectiveness.

The 33 Touch System: Long-Term Relationship Cultivation

The 33 Touch system is a year-long program designed to maintain consistent communication and nurture long-term relationships with leads, clients, and referral sources. The goal is to stay top-of-mind, reinforce your value, and generate repeat and referral business.

Basic Structure of the 33 Touch Plan:

The documented provides a plan like this:

• 14 Mailings (letters, cards, emails, or drop-offs): Market reports, newsletters, Just Sold/Just Listed cards, recipes, community calendars, etc.
• 8 Thank You/Thinking of You Cards
• 3 Telephone Calls
• 4 Personal Observance Cards (birthdays, anniversaries, etc.)
• 4 Holiday Cards

Total: 33 Touches

Key Principles of the 33 Touch System:

• Systematic Approach: Schedule your touches in advance and use a CRM system to track your progress.
• Value-Driven Content: Provide information, resources, and insights that are relevant and valuable to your audience.
• Personalization: Tailor your message to the individual’s interests and needs.
• Consistent Branding: Maintain a consistent brand identity across all touchpoints.
• Call to Action: Include a clear call to action in each communication.
• Referral Focus: Explicitly ask for referrals in every single touch.

Mathematical Modeling for Expected Returns (Based on Provided Text):

The document states that for every 12 people in your database with the 33 Touch strategy, you can expect to generate 2 sales. This translates to a conversion rate of 16.67% (2/12).

• Let N be the number of people in your “Met” database.
• Let S be the expected number of sales.
• The relationship can be expressed as: S = (2/12) * N or S = (1/6) * N

Example: To generate 50 sales, you would need:

• 50 = (1/6) * N
• N = 50 * 6
• N = 300 people in your “Met” database

Customization and Segmentation:

• Client for Life: A tailored plan for past clients, focusing on appreciation and relationship building.
• Advocate Appreciation Program: A program for active referral sources, offering exclusive❓ benefits and recognition.
• Sphere of Influence: A plan for your personal network, focusing on staying top-of-mind and building relationships.
• Allied Resources: A plan for other professionals in your network (e.g., mortgage brokers, contractors), focusing on mutual referrals.

Considerations for Effective Implementation:

• CRM Integration: Use a CRM system to manage your contacts, schedule touches, and track results.
• Content Calendar: Create a content calendar to plan your mailings, emails, and social media posts in advance.
• Automation: Automate repetitive tasks, such as sending birthday cards or email newsletters.
• Tracking and Analysis: Monitor your results and adjust your strategy as needed.
• Continuous Improvement: Regularly review and refine your 8x8 and 33 Touch systems to optimize their effectiveness.
• Note Taking: Document every interaction with your contacts in your CRM, enabling more personalized and relevant future communication.

Experiment:

1. Segment existing clients into groups.
2. Implement the 33-touch system for one group.
3. Use a basic nurturing strategy for the control group.
4. Track referral rates and repeat business for each segment.
5. Statistically compare results to quantify the 33-touch system’s long-term effectiveness.

Conclusion

The 8x8 and 33 Touch systems are powerful tools for nurturing leads, building relationships, and growing your real estate business. By understanding the underlying principles of relationship marketing and behavioral psychology, and by customizing your approach to meet the specific needs of your target audience, you can significantly improve your conversion rates and create a loyal client base. Remember that consistency, value, and personalization are key to success. As you refine and optimize your systems, the results will compound over time, leading to increased referrals, repeat business, and sustained growth.