Chapter 3: The 33 Touch System: Client for Life & Advocate Appreciation

Introduction

The “33 Touch System” is a structured communication plan designed to nurture relationships with clients and cultivate them into loyal advocates. This chapter delves into the scientific rationale behind this system, exploring the psychological and behavioral principles that underpin its effectiveness. We will differentiate between two key 33 Touch plans: “Client for Life” and “Advocate Appreciation,” and examine how each is tailored to maximize client retention and referral generation.

3.1. The Science of Connection: Psychological Foundations

The 33 Touch System leverages several key psychological principles:

• The Mere-Exposure Effect (Zajonc, 1968): This effect, also known as the familiarity principle, states that individuals develop a preference for things simply because they are familiar with them. Repeated exposure, even without direct interaction, increases likeability.

  • Mathematical Representation: If L(x) represents the likeability of stimulus x, and f(x) is the frequency of exposure to x, then, generally, dL(x)/df(x) > 0 for a reasonable range of f(x). Beyond a certain point (saturation), this effect may diminish or reverse.

  • Application: The 33 Touch system ensures consistent exposure to the agent’s brand, services, and value proposition throughout the year, increasing client familiarity and comfort.

• The reciprocity principle❓❓ (Cialdini, 1984): People feel obligated to return a favor or act of kindness. Providing value to clients fosters a sense of reciprocity, making them more likely to reciprocate with loyalty and referrals.

  • Experimental Evidence: Numerous social psychology experiments demonstrate the power of reciprocity. For instance, Regan (1971) showed that participants who received an unsolicited favor (a Coke) were significantly more likely to purchase raffle tickets from the favor-giver.

  • Application: The Advocate Appreciation plan explicitly leverages this principle by providing “items of value,” increasing the likelihood of clients referring business as a form of reciprocation.

• Social Exchange Theory: This theory posits that relationships are based on a cost-benefit analysis. Individuals are motivated to maintain relationships where the perceived benefits outweigh the costs.

  • Mathematical Representation: Relationship satisfaction (RS) can be modeled as RS = B - C, where B represents perceived benefits and C represents perceived costs. The higher the RS, the greater the likelihood of relationship maintenance.

  • Application: The 33 Touch system aims to maximize client benefits (e.g., relevant information, personalized attention, exclusive offers) while minimizing costs (e.g., time commitment, intrusive communication).

• Loss Aversion (Kahneman & Tversky, 1979): People are more motivated to avoid losses than to acquire equivalent gains. This cognitive bias can be leveraged by emphasizing the potential consequences of not maintaining a relationship with the agent (e.g., missing out on valuable market insights, not receiving personalized service).

  • Application: Subtly highlighting the benefits clients receive through the 33 Touch program, and implicitly suggesting these benefits could be lost if they switched agents, activates loss aversion.

3.2. The 33 Touch: Client for Life - Deep Dive

The “Client for Life” plan focuses on maintaining consistent contact with past clients to ensure they remain loyal and engaged. The primary goal is to solidify the agent-client relationship and establish the agent as the go-to resource for all real estate needs.

• Core Components:

  • Frequency: 33 interactions per year, strategically spaced to maintain top-of-mind awareness.
  • Content Diversity: A mix of valuable information (newsletters), personal touches (holiday cards, birthday cards), and direct engagement (phone calls, letters).
  • Referral Reminders: Every touch includes a subtle but consistent reminder of the value of referrals and clear instructions on how to provide them.

• Breakdown of the 33 Touches (Based on the provided sample plan):

  1. Newsletters (12): Provides valuable market insights, industry trends, and helpful homeowner tips. Focuses on educating and informing the client.
  2. Holiday Cards (7): A simple yet effective way to express gratitude and maintain a personal connection. Opportunity to include a subtle brand reminder.
  3. Telephone Calls (5): Facilitates direct engagement, allowing for personalized conversations and relationship building. Focus on checking in and actively soliciting referrals (“How are you?” “Who do you know?”).
  4. “Great Talking to You” Letters (3): Reinforces the value of phone calls and provides a tangible reminder of the agent’s commitment.
  5. Personal Observance Cards (4): Shows genuine care and attention to individual clients, strengthening the emotional bond.
  6. Usable Give-aways (2): Provides practical value and constant brand exposure through items like magnetic calendars or notepad cubes.

• Optimization Strategies:

  • Segmentation: Tailor the content of newsletters and other communications based on client demographics, property types, and past interactions.
  • A/B Testing: Experiment with different subject lines, newsletter layouts, and call scripts to identify what resonates best with your client base.
  • Personalization: Leverage CRM data to personalize communications with specific details about the client’s past transactions, interests, and milestones.

3.3. The 33 Touch: Advocate Appreciation - Cultivating Referrals

The “Advocate Appreciation” plan is designed for clients who have referred business or have committed to doing so. It aims to reinforce their advocacy and encourage continued referrals by showing sincere appreciation and providing additional value.

• Key Differences from “Client for Life”:

  • Emphasis on Appreciation: Explicitly acknowledges and rewards the client’s referral behavior.
  • Inclusion of Items of Value: Integrates tangible gifts and incentives that go beyond standard communication.

• Breakdown of the 33 Touches (Based on the provided sample plan): This plan largely mirrors the “Client for Life” plan but with the strategic addition of valuable items.

  1. Newsletters (12): Includes “items of value” such as school calendars, New Year calendars, sports schedules, or inspirational items. These augment the newsletter’s informational content with a tangible reward.
  2. Holiday Cards (7): (Same as Client for Life, but can be more personalized and include a thank you for past referrals).
  3. Telephone Calls (5): (Same as Client for Life, but explicitly thank the client for any past referrals and emphasize the value of their continued support).
  4. “Great Talking to You” Letters (3): (Same as Client for Life, but includes a more personalized thank you and reiterates the agent’s gratitude).
  5. Personal Observance Cards (4): (Same as Client for Life, but use these occasions to show extra appreciation).
  6. Usable Give-aways (2): (Similar to Client for Life, but the items should be higher quality or more personalized to the client’s interests).

• Selecting Appropriate Items of Value:

  • Relevance: Choose items that align with the client’s interests and lifestyle (e.g., sports tickets for a sports enthusiast, a gardening kit for a homeowner with a garden).
  • Practicality: Opt for items that are useful and will be used regularly, ensuring ongoing brand exposure (e.g., a high-quality calendar, a branded reusable shopping bag).
  • Perceived Value: Consider the perceived value of the item, not just its cost. A thoughtful, personalized gift can be more effective than an expensive, generic one.

3.4. Measuring and Optimizing the 33 Touch System

The effectiveness of the 33 Touch System should be continuously monitored and optimized using key performance indicators (KPIs).

• Key Metrics:

  • Referral Rate: The percentage of clients who provide referrals. Track referral rates for both “Client for Life” and “Advocate Appreciation” segments.

    • Formula: Referral Rate = (Number of Referrals / Total Number of Clients in Segment) * 100%

  • Conversion Rate: The percentage of referrals that convert into closed transactions.

    • Formula: Conversion Rate = (Number of Closed Transactions from Referrals / Total Number of Referrals) * 100%

  • Client Retention Rate: The percentage of clients who remain active and engaged with the agent over time.

    • Formula: Retention Rate = (Number of Clients at End of Period / Number of Clients at Beginning of Period) * 100%

  • Net Promoter Score (NPS): A measure of client loyalty and advocacy, based on the question: “On a scale of 0 to 10, how likely are you to recommend [agent/team] to a friend or colleague?”

• Data-Driven Optimization:

  • Analyze KPI trends over time: Identify areas where the 33 Touch System is performing well and areas that need improvement.
  • Conduct A/B testing: Experiment with different communication strategies, items of value, and referral incentives to determine what drives the best results.
  • Gather client feedback: Regularly solicit feedback from clients through surveys and interviews to understand their perceptions of the 33 Touch System and identify opportunities for improvement.

3.5 Ethical Considerations

Implementing the 33 Touch system ethically is paramount. Transparency and respect for client preferences are crucial. Clients should have the option to opt-out of communications, and their data should be handled responsibly and in accordance with privacy regulations. Avoid manipulative tactics and focus on providing genuine value and building authentic relationships.

Conclusion

The 33 Touch System, when implemented thoughtfully and based on sound psychological principles, can be a powerful tool for building lasting client relationships, fostering advocacy, and driving business growth. By understanding the underlying science and continuously optimizing the system based on data and client feedback, agents can maximize its effectiveness and create a loyal client base for life.