Building Your Contact Network: Mets and Haven't Mets

## Chapter: Building Your Contact Network: Mets and Haven't Mets

This chapter delves into the critical distinction between "Mets" and "Haven't Mets" in the context of building a robust contact network for lead generation. Understanding these categories and their associated dynamics is paramount for effective database management and targeted marketing strategies.

### 1. Introduction to Mets and Haven't Mets

In lead generation, a contact database isn't just a list; it's a dynamic ecosystem. The individuals within this ecosystem can be broadly classified based on their familiarity with you: "Mets" and "Haven't Mets." This distinction significantly influences the strategies you employ to nurture leads and convert them into clients.
*   **Mets:** Individuals you have already met, either in person or through phone/online interaction. They are aware of your existence and, ideally, have a preliminary impression of you and your services. These contacts form the core of your existing network.
*   **Haven't Mets:** Individuals you have not yet met and who may not be aware of your existence. Reaching this group requires proactive outreach and targeted marketing efforts.

### 2. Scientific Basis: Social Network Theory and Relationship Marketing

The concepts of Mets and Haven't Mets are rooted in Social Network Theory and principles of Relationship Marketing.

*   **Social Network Theory:** This theory posits that social relationships and connections are fundamental to understanding human behavior. The strength of ties (connections) within a network influences the flow of information, resources, and influence.
    *   **Tie Strength:** Strong ties (e.g., close friends, family – your "Mets") are characterized by frequent interaction, emotional intensity, intimacy, and reciprocal services. Weak ties (e.g., acquaintances, Haven't Mets targeted through marketing) are less frequent and lack emotional depth but can provide access to new information and opportunities outside your immediate circle.
    *   **Granovetter's Strength of Weak Ties:** Mark Granovetter's work emphasizes the importance of weak ties in bridging different social circles. While strong ties provide support and reinforcement, weak ties offer access to novel information and diverse perspectives, crucial for expanding your reach and identifying new leads.
*   **Relationship Marketing:** This marketing philosophy focuses on building and maintaining long-term relationships with customers, rather than solely pursuing transactional sales. By nurturing relationships with your Mets, you increase customer loyalty, generate referrals, and establish a sustainable business model.

### 3. Mathematical Modeling of Network Growth

The growth of your contact network can be modeled using mathematical concepts from network science.

*   **Preferential Attachment:** This principle <a data-bs-toggle="modal" data-bs-target="#questionModal-431082" role="button" aria-label="Open Question" class="keyword-wrapper question-trigger"><span class="keyword-container">suggests</span><span class="flag-trigger">❓</span></a> that new connections are more likely to be formed with individuals who already have a large number of connections. In the context of Mets, this means that your existing, well-connected Mets are more likely to refer you to new leads, accelerating the growth of your network.
    *   Let *d(i)* be the degree (number of connections) of node *i* (a person in your network). The probability *P(i)* that a new connection will be formed with node *i* is often modeled as:

    *P(i) ≈ d(i) / Σ d(j)*, where the sum is over all nodes *j* in the network.

    *   This equation highlights that individuals with more connections (higher degree) are more likely to receive new connections.
*   **Network Density:**  This metric quantifies the interconnectedness of your network.
    *   Density (D) = 2E / (N(N-1)), where E is the number of edges (relationships) in the network, and N is the number of nodes (people) in the network.
    *   A denser network implies a higher degree of interaction and reciprocity among your Mets, potentially leading to increased referrals and business opportunities.
*   **Conversion Rate Modeling:** You can model the conversion rate (the probability of converting a lead into a client) as a function of the number of interactions (touches) with a contact. This can be represented by a simple exponential function:

    *C(t) = C<sub>max</sub> * (1 - e<sup>-kt</sup>)*, where:

    *   *C(t)* is the conversion rate after *t* touches.
    *   *C<sub>max</sub>* is the maximum achievable conversion rate.
    *   *k* is a constant representing the effectiveness of each touch.
    *   *t* is the number of touches.

### 4. Practical Application: Building and Nurturing Your Contact List

The theoretical principles outlined above translate into practical strategies for building and nurturing your contact network.

#### 4.1. Building Your "Mets" Database

*   **Leverage Existing Relationships:** Start by compiling a list of individuals you already know – family, friends, colleagues, former classmates, service providers, etc.  These are your initial Mets.
*   **Categorize Your Mets:** Segment your Mets database based on their potential for generating repeat, referral, or new business. Classify them into categories like:
    *   **Network Group:** People you know personally and professionally.
    *   **Allied Resources:** Individuals in <a data-bs-toggle="modal" data-bs-target="#questionModal-431076" role="button" aria-label="Open Question" class="keyword-wrapper question-trigger"><span class="keyword-container">real estate</span><span class="flag-trigger">❓</span></a>-related fields (mortgage brokers, contractors, inspectors) who can be potential referral partners.
    *   **Advocates:** Loyal clients and contacts who actively recommend your services.
    *   **Core Advocates:** Highly influential individuals who can provide a steady stream of high-quality leads.
*   **Gather Detailed Information:** Collect comprehensive contact information, including name, contact details, interests, profession, and any relevant personal details that will aid in personalized communication.

#### 4.2. Expanding Your Reach: Targeting "Haven't Mets"

*   **Define Your Target Audience:** Identify the specific demographics, geographic areas, and professional groups you want to target.
*   **Develop Targeted Marketing Campaigns:** Create marketing materials and messaging tailored to the needs and interests of your target audience.
*   **Utilize Digital Marketing Channels:** Leverage online advertising (e.g., Google Ads, social media advertising), content marketing (e.g., blog posts, articles, webinars), and search engine optimization (SEO) to reach Haven't Mets online.
*   **Attend Industry Events and Networking Opportunities:** Participate in conferences, trade shows, and local events to meet potential clients and referral partners.
*   **Cold Outreach (Strategic and Ethical):** Implement a carefully planned cold outreach strategy, focusing on providing value and building rapport rather than immediately pushing for a sale.
    *   Example: Offer a free market analysis to homeowners in a targeted neighborhood.
*   **Lead Magnets:** Provide valuable free resources in exchange for contact information. Examples include ebooks, checklists, and webinars.

#### 4.3. Nurturing Your Database: Systematic Communication

*   **Implement a CRM System:** Utilize a Contact Management System (CMS) to track interactions with your contacts, automate communication, and manage your lead pipeline.
*   **Establish a Communication Schedule:** Develop a systematic communication plan that includes regular email newsletters, personalized follow-up calls, and targeted marketing campaigns.
*   **Personalized Communication:** Tailor your communication to the specific needs and interests of each contact. Avoid generic messaging and focus on providing valuable insights and solutions.
*   **The 8x8 and 33 Touch Programs:**  Implement structured contact programs, like the 8x8 (8 contacts in 8 weeks) and 33 Touch (33 touches over a year), to maintain consistent communication and build strong relationships with your Mets.
*   **Track Key Metrics:** Monitor key metrics such as email open rates, click-through rates, conversion rates, and referral rates to evaluate the effectiveness of your communication efforts and make data-driven adjustments to your strategy.

### 5. Experimentation and Optimization

The success of your lead generation efforts depends on continuous experimentation and optimization.

*   **A/B Testing:** Conduct A/B tests to compare different marketing messages, email subject lines, and call-to-actions to determine which variations perform best.
*   **Split Testing Landing Pages:** Test different landing page designs and content to optimize conversion rates.
*   **Analyze Data and Iterate:** Regularly analyze your data to identify trends and patterns. Use these insights to refine your targeting, messaging, and communication strategies.

**Example Experiment:**

1.  **Hypothesis:** Personalizing email subject lines with the recipient's name will increase email open rates compared to generic subject lines.
2.  **Method:** Create two email campaigns:
    *   Campaign A: Generic subject line (e.g., "Real Estate Market Update").
    *   Campaign B: Personalized subject line (e.g., "John, your Real Estate Market Update").
3.  **Metrics:** Track the email open rates for both campaigns.
4.  **Analysis:** Compare the open rates to determine if the personalized subject line significantly increased engagement.
5.  **Conclusion:** Implement the more effective subject line strategy in future campaigns.

### 6. Ethical Considerations

Maintaining ethical and legal compliance is crucial when building and nurturing your contact database.

*   **Obtain Consent:** Always obtain explicit consent before adding individuals to your email list or contacting them for marketing purposes.
*   **Provide Opt-Out Options:** Ensure that all communications include clear and easy-to-use opt-out options.
*   **Comply with Privacy Regulations:** Adhere to relevant privacy regulations, such as GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act), to protect the privacy of your contacts.

### 7. Conclusion

Building a powerful contact network of Mets and Haven't Mets is a continuous process that requires strategic planning, consistent effort, and a commitment to providing value. By understanding the scientific principles behind relationship building and lead generation, implementing effective communication strategies, and continuously experimenting and optimizing your approach, you can create a robust and sustainable lead generation engine that drives business success. Your database is your business, treat it as such.