Referral Mastery: Implementing the 33 Touch Plan

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Chapter: Referral Mastery: Implementing the 33 Touch Plan

Introduction

The 33 Touch Plan is a systematic approach to cultivating relationships with prospects, business contacts❓, and past clients to generate referrals. This chapter delves into the scientific underpinnings of the plan, exploring the psychological and marketing principles that contribute to its effectiveness. We will move beyond a simple checklist approach, examining the why behind the how to maximize your results. The goal is to turn your contacts into advocates, increasing referral business and enhancing your long-term success. This strategy depends on frequency. Research has suggested that as touch increases to a certain point so does effect.

1. The Psychological Basis of the 33 Touch Plan

The 33 Touch Plan leverages several well-established psychological principles:

• Mere-Exposure Effect (also known as the Familiarity Principle): This psychological phenomenon, supported by numerous studies (e.g., Zajonc, 1968), states that people tend to develop a preference for things merely because they are familiar with them. The 33 Touch Plan ensures regular contact, increasing familiarity with your name and brand, thereby creating a sense of positive association. Mathematically, this can be conceptualized as:

  • P(positive_association) = f(frequency_of_exposure)
  • Where P is the probability of a positive association and f is a function that increases (though not necessarily linearly) with the frequency of exposure.

  Practical Application: Consistently including your logo and brand colors in all communications (emails, newsletters, cards) will boost brand recognition and the mere-exposure effect.

  Related Experiment: You could conduct a simple A/B test. Divide a group of contacts into two. Send Group A 33 touches with consistent branding. Send Group B 33 touches, but with randomly changing visuals. Track referral rates to see if the consistent branding of Group A leads to higher results.

• Reciprocity: People generally feel obligated to return a favor or kindness. By providing value to your contacts (e.g., useful information, birthday cards, community updates), you activate the principle of reciprocity, increasing the likelihood that they will refer business to you.

  • Obligation(A to B) ≈ Value(B provides to A)

  Practical Application: Share market reports, investment tips, or useful information relevant to homeownership.

  Related Experiment: Give some value to your contacts who are placed on the 33 Touch program. For example, give them a free ticket to the movies and track the results from this action and measure the rate that someone then uses you to buy or sell a home.

• The Von Restorff Effect (also known as the Isolation Effect): This principle suggests that items that “stand out like a sore thumb” are more likely to be remembered. Including creative or unique elements in your touches will make them more memorable.

  • Memory_Recall = f(distinctiveness)

  Practical Application: Instead of a generic “Happy Holidays” card, consider a personalized holiday video message or a small, unique promotional item.

• Social Proof: People look to the actions and behaviors of others to determine their own. Highlighting testimonials and referrals in your communication provides social proof, demonstrating that others trust your services.

  • Trust(A in B) ≈ Σ Trust(others in B)

  Practical Application: Feature a “Referral of the Month” in your newsletter, including a photo and a brief statement from the referrer.

2. Implementing the 33 Touch Plan: A Strategic Approach

The 33 Touch Plan, as described in the provided text, consists of:

1. 14 Mailings/Letters/Cards/Emails/Drop-offs: This component focuses on consistent, informative communication.

2. 8 Thank You/Thinking of You Cards: This emphasizes relationship building and appreciation.

3. 3 Telephone Calls: This allows for personalized, two-way communication and relationship deepening.

4. 4 Personal Observance Cards (Birthdays, Anniversaries, etc.): This demonstrates attention to detail and personalized care.

5. 4 Holiday Cards: This provides regular, predictable touchpoints throughout the year.

To maximize the effectiveness of each touch, consider the following:

• Segmentation: Divide your contact database into segments based on demographics, past interactions, and interests. Tailor the content of your touches to resonate with each segment.

• Timing: Carefully schedule your touches throughout the year, considering holidays, local events, and industry trends. Avoid sending multiple touches in quick succession.

• Call to Action: Every touch should include a clear and concise call to action, reminding your contacts of how they can refer business to you. For example: “Know anyone thinking of buying or selling? I’d be happy to offer them a free consultation!”

• Data Tracking: Meticulously track your touchpoints in your CRM system, along with notes on each interaction. This data will allow you to analyze the effectiveness of your plan and make adjustments as needed.

3. Customization and Optimization

The provided materials emphasize the importance of customizing the 33 Touch Plan to fit your specific business and target audience. Here’s a framework for customization:

1. Define Your Target Audience: Clearly identify the characteristics of your ideal client.

2. Identify Their Needs and Pain Points: Understand what motivates your target audience and what challenges they face. This informs the content of your touches.

3. Develop Customized Content: Create email templates, newsletter articles, and marketing materials that address the specific needs and interests of your target audience.

4. A/B Testing: Experiment with different elements of your touches, such as subject lines, calls to action, and visuals. Track the results to determine what works best.

5. Feedback Mechanisms: Actively solicit feedback from your contacts about the 33 Touch Plan. This could involve sending out surveys or asking for feedback during phone calls.

4. Measuring Success and Adapting

The success of the 33 Touch Plan should be measured using key performance indicators (KPIs), such as:

• Referral Rate: The percentage of contacts who refer business to you.
• Conversion Rate: The percentage of referrals that convert into closed transactions.
• Return on Investment (ROI): The amount of revenue generated by the 33 Touch Plan relative to the cost of implementing it.

Regularly review your KPIs and make adjustments to your plan as needed. This might involve modifying your content, changing your timing, or adding new touchpoints.

5. Ethical Considerations

It is important to implement the 33 Touch Plan ethically and responsibly. Ensure that your communications are transparent, honest, and respectful of your contacts’ time and attention. Provide an easy way for contacts to opt-out of receiving further communications.

Conclusion

By understanding the psychological principles that underpin the 33 Touch Plan and implementing a strategic, data-driven approach, you can cultivate lasting relationships with your contacts and generate a steady stream of referral business. Remember to adapt your strategy to suit your specific business and target audience, and always prioritize ethical and responsible communication. With consistent effort and a commitment to providing value, the 33 Touch Plan can be a powerful tool for achieving long-term success in the real estate industry.